Empowering Banyuraden Village through Strengthening Product Brand Image
Penguatan Brand Image Produk sebagai Upaya Pemberdayaan Desa Banyuraden
DOI:
https://doi.org/10.31849/4ercwk66Keywords:
Banyuraden Village, brand image, empowerment, lapis legit cakeAbstract
This article aims to describe the role of the Village Empowerment Team (Tim Pemberdayaan Desa Binaan = PDB) in efforts to empower Banyuraden Village, Sleman Regency, DIY through strengthening product’ brand image. Until now, the village has not had a product that can be a village characteristic. In fact, there has been a product produced since the seventies, namely lapis legit. Efforts to brand the product are carried out by increasing understanding of brand image, implementing controlled production, redesigning packaging, marketing strategies, and managing sustainable businesses. The results of this activity show an increase in business actors' awareness of the importance of brand image in attracting consumers and expanding the market. Strengthening brand image is expected to not only increase sales, but also create a distinctive identity for village products that can be an attraction in a wider market. Through this activity, strengthening product’ brand image has proven to be one of the effective steps in empowering village communities, increasing economic independence, and developing local potential more optimally.
References
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Zhang, S., Fang, Y., Zhang, Y., & Zhang, S. (2022). The Effect of Brand Internationalization Strategy on Domestic Consumers’ Purchase Intention: Configuration Analysis Based on Brand Authenticity Perspective. Frontiers in Psychology, 13. https://doi.org/10.3389/ fpsyg.2022.891974
Li, X. (2022). Brand design in the era of 5g new media and its impact on consumers’ emotional experience. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.956490
Ling, S., Zheng, C., & Cho, D. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences, 13(8). https://doi.org/10.3390/bs13080672
Maksi, S. J., Keller, K. L., Dardis, F., Vecchi, M., Freeman, J., Evans, R. K., Boyland, E., & Masterson, T. D. (2023). The food and beverage cues in digital marketing model: special considerations of social media, gaming, and livestreaming environments for food marketing and eating behavior research. Frontiers in Nutrition, 10. https://doi.org/10.3389/fnut.2023.1325265
Prasetya, B. P., & Utami, K. S. (2023). Faktor yang mempengaruhi financial behavior produsen bakpia di Yogyakarta. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 414–425. https://doi.org/10.37631/ebisma.v4i2.1226
Rukmini, A., & Indrayana, M. (2017). Pengendalian Proses Produksi untuk Meningkatkan Daya Saing dan Kesejahteraan Kelompok Pengolah Pisang di Desa Sidomulyo. Seminar Nasional Pengabdian Kepada Masyarakat, 63–69. https://doi.org/10.21460/ sendimas2016.2016.01.8
Shen, Y., & Ahmad, R. (2022). The Influence of Brand Image and Favorability Toward Citizens in a Product’s Country of Origin on Product Evaluation: Moderating Effects of Switching Costs. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.740269
Srivastava, P., Ramakanth, D., Akhila, K., & Gaikwad, K. K. (2022). Package design as a branding tool in the cosmetic industry: consumers’ perception vs. reality. SN Business & Economics, 2(6). https://doi.org/10.1007/s43546-022-00222-5
Sukamta, S., Indardi, I., Harun, S., Iraqi, A., & Perdana, T. A. (2022). Pengembangan Pemasaran UMKM Roti Lapis Khas Pak Joyo melalui Media Sosial. Prosiding Seminar Nasional Program Pengabdian Masyarakat. https://doi.org/10.18196/ppm.45.690
Tsochantaridou, A., Sergentanis, T. N., Grammatikopoulou, M. G., Merakou, K., Vassilakou, T., & Kornarou, E. (2023). Food Advertisement and Dietary Choices in Adolescents: An Overview of Recent Studies. In Children (Vol. 10, Issue 3). MDPI. https://doi.org/10.3390/ children10030442
Utami, K. S. (2022). Penguatan Strategi Pemasaran UMKM di masa Pandemi Covid-19: Studi Kasus Pelaku Usaha Tenun di Kabupaten Kulon Progo. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 11(2), 284. https://doi.org/10.30588/jmp.v11i2.879
Utami, K. S., Prasetya, B. P., & Rifa’i, A. (2023). Pemberdayaan Pelaku UMKM melalui Pelatihan Pengemasan Produk sebagai Upaya Meningkatkan Penjualan. RESWARA: Jurnal Pengabdian Kepada Masyarakat, 4(1), 29–36. https://doi.org/10.46576/rjpkm.v4i1.2046
Wang, F., Wang, Y., Han, Y., & Cho, J. H. (2024). Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry. Heliyon, 10(3). https://doi.org/10.1016/j.heliyon.2024.e25484
Wei, L. (2024). Application of DMSFNN-COA technique for brand image design. Heliyon, 10(12). https://doi.org/10.1016/j.heliyon.2024.e32674
Widodo, D.E., Dupri, M.D., & Sari, I.N. (2023). Analisis pengendalian kualitas sebagai upaya meminimalisir kerusakan produk roti pada PT Surya Tsabat. Jurnal Manajemen Diversifikasi, 3(2),343-356.
Yang, H., Zhang, P., & Liu, H. (2023). The influence of the brand image of green agriculture products on China’s consumption intention-The mediating role of perceived value. PLoS ONE, 18(10 October). https://doi.org/10.1371/journal.pone.0292633
Yang, Q., Hayat, N., Mamun, A. Al, Makhbul, Z. K. M., & Zainol, N. R. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. PLoS ONE, 17(3 March). https://doi.org/10.1371/journal.pone.0264899
Zhang, S., Fang, Y., Zhang, Y., & Zhang, S. (2022). The Effect of Brand Internationalization Strategy on Domestic Consumers’ Purchase Intention: Configuration Analysis Based on Brand Authenticity Perspective. Frontiers in Psychology, 13. https://doi.org/10.3389/ fpsyg.2022.891974
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2025-06-30
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Empowering Banyuraden Village through Strengthening Product Brand Image: Penguatan Brand Image Produk sebagai Upaya Pemberdayaan Desa Banyuraden. (2025). Dinamisia : Jurnal Pengabdian Kepada Masyarakat, 9(3), 867-877. https://doi.org/10.31849/4ercwk66
