Strategi Pengembangan Usaha Kecil melalui Inovasi Produk dan Branding pada Usaha Kue Ubu-Ubu di Desa Bira, Kabupaten Bulukumba

Mukarramah Syukur; Nurul Huda Yus’an; Dwi Ayu Siti Hartinah H; Arif Rahman Hasdik; Farhan Dwinanda Hanisyahputra

doi:10.62383/fundamentum.v4i2.1735

Authors

Mukarramah Syukur Universitas Negeri Makassar
Nurul Huda Yus’an Universitas Negeri Makassar
Dwi Ayu Siti Hartinah H Universitas Negeri Makassar
Arif Rahman Hasdik Universitas Negeri Makassar
Farhan Dwinanda Hanisyahputra Universitas Negeri Makassar

DOI:

https://doi.org/10.62383/fundamentum.v4i2.1735

Keywords:

Branding, Community Service, MSMEs, Product Innovation, Traditional Cakes

Abstract

This community service activity aims to increase the capacity of uhu-uhu cake entrepreneurs in Bira Village, Bulukumba Regency through product innovation and branding strengthening. The main problems faced by partners include limited product variety, unattractive and unhygienic packaging, and the lack of a strong brand identity. The implementation method uses a participatory approach through the stages of needs identification, socialization, mentoring, and evaluation. The results of the activity show an increase in product innovation through variations in flavors and shapes, improvements to more aesthetic and informative packaging, and strengthening branding through the use of brand names and logos that reflect local identity. In addition, partners have begun utilizing social media as a marketing tool to expand market reach. This activity has had a positive impact on improving product quality and business competitiveness. Thus, uhu-uhu cake has the potential to become a superior regional product that can support the economy of the Bira Village community in a sustainable manner.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1997). Building strong brands. New York: Free Press.

Achmad, Y., Sutrisno, & Satyarini, T. B. (2022). Pengembangan kuliner dalam kemasan sebagai oleh-oleh desa wisata. Prosiding Seminar Nasional Program Pengabdian Masyarakat, 4(1). https://doi.org/10.18196/ppm.44.714

Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia. (2020). Perkembangan data usaha mikro, kecil, dan menengah (UMKM). Jakarta: Kemenkop UKM.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Martini, M., Nurussama, N., & Oktadinna, N. K. (2025). Inovasi kemasan produk makanan dan minuman untuk meningkatkan nilai jual di desa wisata. Community Development Journal: Jurnal Pengabdian Masyarakat, 6(6). https://doi.org/10.31004/cdj.v6i6.55224

Nosratabadi, S., Mosavi, A., & Lakner, Z. (2020). Food supply chain and business model innovation. Logistics, 4(3), 1–24. https://doi.org/10.3390/logistics4030014

Palaniswamy, N. (2021). Social media marketing (SMM): A strategic tool for developing business for tourism companies. International Journal of Scientific Research and Engineering Development, 4(4), 1–7.

Pusposari, L. F., Firmantika, L., Hidayat, I. W., & Saputri, A. B. (2025). Penguatan branding produk UMKM melalui kreasi label dan kemasan. Amal Ilmiah: Jurnal Pengabdian Kepada Masyarakat, 7(1). https://doi.org/10.36709/amalilmiah.v7i1.433

Rangkuti, F. (2010). Strategi promosi yang kreatif dan analisis kasus integrated marketing communication. Jakarta: Gramedia Pustaka Utama.

Ratnaningtyas, H., Aditya, M. K., Wicaksono, H., & Taviprawati, E. (2025). Kemasan berdaya jual berbasis identitas lokal untuk meningkatkan daya tarik produk UMKM kuliner di desa wisata Cibeber, Purwakarta. Jurnal Pariwisata, 12(1).

Tambunan, T. (2019). UMKM di Indonesia: Perkembangan dan tantangan. Jakarta: LP3ES.

Triwibowo, F. D., Asmarani, R., Hallang, A., & Purnomo, D. J. (2024). Pendampingan promosi digital dan labeling UMKM di desa wisata: “Kampung Jajan Pasar” Bangetayu Kulon Semarang. Jurnal Abdi Dharma Masyarakat, 6(1). https://doi.org/10.36733/jadma.v6i1.11411

Undang-Undang Republik Indonesia Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah.

Vinsensia, D., Utami, Y., Jannah, N., & Wulandari, D. I. (2023). Penerapan inovasi desain kemasan sebagai branding produk usaha mikro kecil menengah (UMKM). Jurnal Pengabdian kepada Masyarakat Nusantara, 3(2).

Widodo, U. S., Ariani, V., & Arswendi, R. (2020). Pelatihan kemasan produk bagi akademisi pendamping desa wisata melalui training of trainers oleh Kemenparekraf. JMM (Jurnal Masyarakat Mandiri), 4(6).

Yuliana, E., & Hidayat, T. (2021). Strategi branding produk lokal dalam meningkatkan daya saing UMKM di era digital. Jurnal Manajemen dan Kewirausahaan, 9(2), 115–124.