Pendampingan Rebranding dan Strategi Digital Marketing dalam Meningkatkan Daya Saing UMKM Warung Makan Sumringah, Purbalingga

Anisa Fatmawati; Bagus Adhitya; Debby Nindya Istiandari; Muhammad Umar Fahmi; Syahira Alivia Chalsabila

doi:10.53863/abdibaraya.v5i02.2433

Authors

Anisa Fatmawati Universitas Wijayakusuma Purwokerto, Purwokerto, Indonesia
Bagus Adhitya Universitas Wijayakusuma Purwokerto, Purwokerto, Indonesia
Debby Nindya Istiandari Universitas Islam Negeri Sunan Ampel Surabaya, Surabaya, Indonesia
Muhammad Umar Fahmi Universitas Wijayakusuma Purwokerto, Purwokerto, Indonesia
Syahira Alivia Chalsabila Universitas Wijayakusuma Purwokerto, Purwokerto, Indonesia

DOI:

https://doi.org/10.53863/abdibaraya.v5i02.2433

Keywords:

rebranding, marketing strategi, digital marketing, social media, MSMEs

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting local economic development; however, many still face challenges in establishing a strong brand identity and effectively utilizing digital marketing. One such enterprise is Warung Makan Sumringah, located in Ardiarsa Village, Kertanegara District, Purbalingga Regency, which relied primarily on word-of-mouth promotion and lacked a distinctive visual identity. This community service program aimed to rebrand the business, enhance the owner's digital marketing capabilities, expand market reach through social media, and improve the enterprise's competitiveness. The program was implemented through four stages: observation and problem identification, rebranding, digital marketing strategy implementation, and monitoring and evaluation. The results showed that the program successfully developed a new visual identity, including a professional logo, banner, and business stamp. In addition, an Instagram account was created as a digital promotional platform, followed by training and mentoring on social media-based marketing strategies for the business owner. Monitoring results indicated that all program outputs had been adopted and utilized by the partner, including the consistent use of the new visual identity and the active use of Instagram for promotional activities. The average number of customers increased from approximately 20 customers per day to 30–50 customers per day, while the newly established Instagram account gained 26 followers during the mentoring period. Overall, the program contributed to strengthening the partner's digital marketing capacity, enhancing brand identity, and improving the competitiveness of the culinary MSME

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