Penguatan Identitas Usaha dan Media Promosi UMKM Kopi Tumbuk Berbasis Home Industry melalui Pendekatan Asset-Based Community Development di Desa Juking Pajang

Abstract

UMKM kopi tumbuk berbasis home industry di Desa Juking Pajang memiliki aset berupa produk, keterampilan produksi, dan keberlangsungan usaha, tetapi masih menghadapi keterbatasan dalam identitas usaha, media informasi, penunjuk lokasi, dan promosi digital. Kegiatan pengabdian kepada masyarakat ini bertujuan mengidentifikasi aset dan kebutuhan mitra serta mengembangkan media identitas dan promosi yang sesuai dengan kondisi usaha. Kegiatan menggunakan pendekatan Asset-Based Community Development (ABCD) melalui lima tahap, yaitu Discovery, Dream, Design, Define, dan Destiny. Data diperoleh melalui observasi, wawancara, diskusi, dan dokumentasi, kemudian dianalisis secara deskriptif dengan mengelompokkan informasi berdasarkan aset, keterbatasan, kebutuhan, dan keputusan intervensi. Hasil analisis menunjukkan bahwa mitra telah memiliki produk dan keterampilan produksi, sedangkan aspek yang memerlukan penguatan terutama berkaitan dengan identitas visual, informasi produk, akses menuju lokasi usaha, dan media promosi digital. Berdasarkan hasil pemetaan dan diskusi bersama mitra, dikembangkan tiga media promosi, yaitu banner sebagai media identitas dan informasi produk, plang nama sebagai penanda sekaligus petunjuk lokasi usaha, serta konten media sosial sebagai sarana penyampaian informasi secara digital. Ketiga media berhasil dibuat dan diterapkan sesuai kebutuhan yang teridentifikasi. Kegiatan ini menunjukkan bahwa pendekatan ABCD dapat digunakan untuk menghubungkan aset yang telah dimiliki UMKM dengan intervensi promosi yang kontekstual. Namun, dampak terhadap jangkauan pemasaran, jumlah konsumen, dan penjualan memerlukan evaluasi lanjutan dengan indikator yang lebih terukur.

Strengthening Business Identity and Promotional Media for a Home Industry-Based Ground Coffee UMKM through an Asset-Based Community Development Approach in Juking Pajang Village

The home industry-based ground coffee UMKM in Juking Pajang Village possesses several existing assets, including established products, production skills, and ongoing business activities. However, it still faces limitations related to business identity, product information, location signage, and digital promotion. This community service program aimed to identify the partner’s assets and needs and to develop business identity and promotional media suited to the characteristics of the enterprise. The program employed the Asset-Based Community Development (ABCD) approach through five stages: Discovery, Dream, Design, Define, and Destiny. Data were collected through observation, interviews, discussions, and documentation and were analyzed descriptively by categorizing information into existing assets, limitations, identified needs, and intervention decisions. The findings showed that the partner already had sufficient production assets and skills, while the main areas requiring strengthening concerned visual identity, product information, access to the business location, and digital promotional media. Based on asset mapping and discussions with the partner, three promotional media were developed: a banner to communicate business identity and product information, a business sign to identify and direct customers to the business location, and social media content to support digital information dissemination. All three media were successfully produced and implemented in accordance with the identified needs. The activity demonstrates that the ABCD approach can connect existing UMKM assets with contextually appropriate promotional interventions. However, its effects on marketing reach, customer numbers, and sales require further evaluation using more measurable indicators.