Brand Creation Training as Product Identity for Fashion Category in Karangayu Market, West Semarang Subdistrict, Semarang City, Central Java

Muhamad Syaeful Anwar; Lely Afiati; Liesta Verawati

doi:10.35568/abdimas.v7i3.4881

Authors

Muhamad Syaeful Anwar Faculty of Nursing, Business and Technology, Universitas Widya Husada Semarang, Indonesia
Lely Afiati Faculty of Nursing, Business and Technology, Universitas Widya Husada Semarang, Indonesia
Liesta Verawati Faculty of Nursing, Business and Technology, Universitas Widya Husada Semarang, Indonesia

DOI:

https://doi.org/10.35568/abdimas.v7i3.4881

Keywords:

Brand Creation, Brand Identity, MSMEs, Fashion

Abstract

MSMEs in Indonesia have experienced positive growth over the past three years and are one of the largest contributors to Indonesia’s GDP. In Semarang, especially in the fashion sector at Karangayu Market, many sellers do not yet have a clear brand identity, making it difficult to compete with competitors. Understanding the importance of brand identity is essential to increase competitiveness and attract more consumers. This research aims to enhance the understanding and skills of sellers in Karangayu Market in creating and utilizing brands as identity for their fashion products. The community service activity was conducted on Thursday, March 7, 2024, with partners from the Association of Traders and Services of Karangayu Market, Semarang City. The stages of community service included location surveys, problem identification, presentations on the importance of brand identity, brand creation training, and activity evaluations to ensure the effectiveness and sustainability of the actions taken. This training resulted in an enhanced understanding and skillset among the traders regarding the significance of brand identity. Training participants, such as Dhea and Ana, successfully created brand identities that aligned with their business philosophies and personalities. The established brand identities are expected to be implemented on partner products, contributing to increased sales and consumer awareness. This brand identity creation training effectively assisted Pasar Karangayu traders in establishing strong brand identities. The implementation of this community service activity not only enhanced the traders’ skills but is also anticipated to be implemented sustainably to support the success of MSMEs in the fashion sector. A strong brand identity will aid consumers in recognizing and differentiating products from competitors, thereby expanding market reach and enhancing business competitiveness.

Downloads

Download data is not yet available.

References

Andi, K., Dharma, F., & Gamayuni, R. R. (2021). Pelatihan Peningkatan Kualitas Produk dan Pemasaran Usaha Bubuk Biji Salak di Desa Sungai Langka, Kabupaten Pesawaran. Yumary : Jurnal Pengabdian Kepada Masyarakat, 1(4), 203–209. https://doi.org/10.35912/yumary.v1i4.71

Anik, S. & Wasitowati (2024). Marketplace Design Training for MSME Actors to Increase Online SME Sales Products in Temoroso, Guntur, Demak, Central Java. Abdimas Umtas: Jurnal Pengabdian Kepada Masyarakat, 7(2), 430-437.

Christianingrum, C. ., Saputra, D. ., Yusuf, Y. ., & Ulyana, D. (2021). Pelatihan Pembuatan Design Logo Sebagai Upaya Menanamkan Kesadaran Merek Bagi Pelaku UMKM di Kecamatan Air Itam. IKRA-ITH ABDIMAS, 4(1), 74–80.

Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 61–76. https://doi.org/10.26533/jmd.v1i2.175

Irawan, D., & Affan, M. W. (2020). Pendampingan Branding Dan Packaging Umkm Ikatan Pengusaha Aisyiyah Di Kota Malang. Jurnal Pengabdian Dan Peningkatan Mutu Masyarakat (Janayu), 1(1), 32–36. https://doi.org/10.22219/janayu.v1i1.11188

Iskandar, R., & Putra, M. P. (2022). Perancangan Brand Image Kacang Pias Usaha Ibu. Judikatif: Jurnal Desain Komunikasi Kreatif, 4(1), 32–37. https://doi.org/10.35134/judikatif.v4i1.50

Kurniawati, E., Widowati, S. Y., & Santoso, A. (2021). Sosialisasi Pembuatan Merek Produk Ukm Di Kelurahan Pedurungan Semarang. Jurnal Pengabdian Kepada Masyarakat, 8(1), 8–12. https://doi.org/10.33795/jabdimas.v8i1.110

Ludiya, E., & Kurniawan, A. (2020). Pengaruh Kompetensi Kewirausahaan dan Orientasi Kewirausahaan Terhadap Kinerja Usaha Pada UMKM Bidang Fashion di Kota Cimahi. Jurnal Ilmu Manajemen Dan Bisnis, 11(2), 141–154. https://ejournal.upi.edu/index.php/mdb/article/view/28507

Mardhiyah, D., Widiastuti, T., Mawardi, I., Hartini, S., Rosidi, D. O., Zain, N. H., & Apriwiliza, G. (2024). PEKALONGAN MSMEs PREPARE PRODUCTS TO PENETRATE THE HALAL MARKET AND ECOSYSTEM. Jurnal Layanan Masyarakat (Journal of Public Services), 8(1), 22–32.

Muhammad, A. (2023). Apa Itu Branding? Berikut Tujuan, Manfaat, dan Jenis Branding. Niagahoster. https://www.niagahoster.co.id/blog/apa-itu-branding/#Manfaat_Branding

Murnawan, Lestari,S., Samihardjo, R., Sapanji, R.A.E.V.T. (2023). Pelatihan Brand Identity untuk UMKM: Meningkatkan Kesadaran Merek dan Daya Saing di Era Digital. Abdimasku: Jurnal Pengabdian Masyarakat, 6(2), 490-499.

Nayoan, A. (2023). 30 Ide Bisnis Kreatif untuk Anda Lakukan di 2023. Niagahoster. https://www.niagahoster.co.id/blog/ide-bisnis/?usaha-kecil-menengah%2F

Primadewi, A., Anwar, T. M., Yustin, Y., Sani, A. H., & Fauzi, M. (2020). Penguatan Pemasaran Produk Umkm Ashfa Madu Borobudur Melalui Strategi Product Branding. Jurnal Pengabdian Kepada Masyarakat, 26(3), 154. https://doi.org/10.24114/jpkm.v26i3.17683

Santoso, R., & Riyanto, D. Y. (2023). Assistance and Training in Creating Packaging Design To Increase Product Sales. Jurnal Layanan Masyarakat (Journal of Public Services), 7(3), 429–447. https://doi.org/10.20473/jlm.v7i3.2023.429-447

Siswanto;, Saputro, A., M.;, A., & Prasetyo, B. H. (2022). Desain Branding Kemasan Produk UMKM Yang Menarik dan Ekonomis. Prosiding Seminar Nasional Sistem Informasi Dan Teknologi, 194–201. http://seminar.iaii.or.id/index.php/SISFOTEK

Sudirman, R., Kurniawan, H., & Nugraha, F. (2023). Pelatihan Dasar Pembuatan Merek Sebagai Identitas Produk UMKM Kelurahan Argasari. Jurnal Pengabdian Manajemen, 2(2), 59. https://doi.org/10.30587/jpmanajemen.v2i02.5208

Suhartini, D. (2022). KOTA SERANG MEMBUAT LOGO DALAM RANGKA MEMBANGUN IDENTITAS dokumenter . Logo yang telah dirancang telah diaplikasikan oleh mitra . Pembuatan logo ini disambut baik oleh mitra karena dengan adanya logo ini diharapkan produk mereka akan lebih dikenal masyara. Jurnal Pengabdian Vokasi, 1(1), 11–16.

Suharto, M., Ardhianto, D. T., Ismail, A. I., & Prameswari, N. S. (2017). Pelatihan Pengelolaan Website Toko Online Bagi Umkm Di Kawasan Pasar Tradisional Klewer Surakarta Sebagai Strategi Menghadapi Masyarakat Ekonomi Asean (Mea). Desain Komunikasi Visual, Manajemen Desain Dan Periklanan (Demandia), 2(02), 229–245. https://doi.org/10.25124/demandia.v2i02.937

Syah, T. Y. R. (2013). Perbedaan Pengaruh Citra Merek Dan Reputasi Perusahaan Terhadap Kualitas Produk, Nilai Pelanggan Dan Loyalitas Pelanggan Di Pasar Bisnis. Jurnal Ekonomi, 4 (2)(November), 209–226.

Verawati, L., & Anwar, M. S. (2023). TRAINING OF SOCIAL MEDIA MARKETING (TIKTOK SHOP AND FACEBOOK) IN STARS BAKERY, KENDAL REGENCY FOR BUSINESS PROMOTION. Jurnal Layanan Masyarakat (Journal of Public Services), 7(4), 589–598.

Wachdijono, & Jaeroni, A. (2021). Sosialisasi Arti Penting Dan Strategi Penguatan Merek Kopi Lokal “Gunung Ciremai” Untuk Meningkatkan Omset Penjualan. Qardhul Hasan: Media Pengabdian …, 7(2), 98–107. https://ojs.unida.ac.id/QH/article/view/3388