Optimalisasi Legalitas dan Peningkatan Citra Merek UMKM Swarna Rasa Cake & Bakery Melalui Pendampingan Intensif dalam Proses Perizinan dan Rebranding
DOI:
https://doi.org/10.36312/linov.v10i2.3065Keywords:
UMKM tradisional, legalitas usaha, rebranding, dual transformation, pemberdayaan masyarakatAbstract
UMKM Swarna Rasa Cake & Bakery yang berlokasi di Desa Sugihwaras, Bojonegoro, merupakan usaha kuliner tradisional yang telah beroperasi dalam waktu yang cukup lama. Namun demikian, UMKM ini menghadapi permasalahan mendasar berupa ketiadaan aspek legalitas formal dan lemahnya identitas visual yang berdampak pada terbatasnya akses pasar serta rendahnya daya saing di era digital. Penelitian ini bertujuan menganalisis efektivitas pendekatan dual transformation dalam meningkatkan legalitas usaha dan memperkuat branding UMKM tradisional. Metode pelaksanaan pengabdian ini menggunakan pendekatan kualitatif dengan desain action research yang melibatkan partisipasi aktif pelaku usaha. Metode pengabdian dirancang untuk menganalisis efektivitas pendekatan dual transformation dalam meningkatkan legalitas usaha dan memperkuat branding UMKM tradisional.. Tahapan penelitian meliputi: (1) sosialisasi dan pelatihan prosedur legalitas usaha (2) pendampingan administratif dalam pengajuan Nomor Induk Berusaha (NIB) (3) rebranding identitas visual melalui diskusi kolaboratif, desain partisipatif, dan validasi visual (4) evaluasi dampak berkelanjutan. Pengumpulan data dilakukan melalui observasi partisipatif, wawancara mendalam, dan dokumentasi proses transformasi. Hasil penelitian menunjukkan bahwa UMKM berhasil memperoleh NIB sebagai legitimasi formal usaha dan mengembangkan identitas visual baru berupa logo serta tagline yang mengintegrasikan nilai tradisional dengan pendekatan kontemporer. Indikator evaluasi berbasis data menunjukkan peningkatan pemahaman literasi hukum pemilik UMKM, terlihat dari kemampuan mereka dalam menjelaskan prosedur perizinan dan kesiapan mengurus dokumen legal lainnya secara mandiri. Selain itu meningkatnya persepsi mitra terhadap pentingnya branding, yang teramati dari antusiasme dan feedback positif terhadap implementasi identitas visual baru. Proses pendampingan terbukti efektif dalam meningkatkan literasi hukum dan kesadaran pelaku usaha terhadap pentingnya legalitas serta strategi branding dalam pengembangan bisnis berkelanjutan. Penelitian ini menghasilkan model transformasi integratif yang dapat direplikasi untuk pengembangan UMKM tradisional serupa, khususnya yang dikelola generasi senior dengan keterbatasan akses teknologi dan informasi. Temuan menunjukkan bahwa implementasi dual transformation pada aspek legalitas dan branding secara simultan dapat menjadi strategi efektif untuk memperkuat daya saing dan keberlanjutan UMKM di tingkat lokal maupun regional
Optimizing Legality and Brand Image Enhancement of Swarna Rasa Cake & Bakery Through Intensive Assistance in The Licensing and Rebranding Process
Abstract
Swarna Rasa Cake & Bakery, located in Sugihwaras Village, Bojonegoro, is a traditional culinary microenterprise that has been operating for a significant period. However, it faces fundamental challenges, namely the absence of formal legal status and a weak visual identity, both of which limit its market access and competitiveness in the digital era. This study aims to analyze the effectiveness of a dual transformation approach in improving business legality and strengthening the branding of traditional MSMEs.The community engagement method employed a qualitative approach with an action research design that involved active participation from the business owner. The intervention was structured to evaluate how the dual transformation strategy could simultaneously address legal and branding issues. The stages included: (1) dissemination and training on business licensing procedures; (2) administrative assistance in obtaining the Business Identification Number (NIB); (3) visual identity rebranding through collaborative discussion, participatory design, and visual validation; and (4) ongoing impact evaluation. Data were collected through participant observation, in-depth interviews, and documentation of the transformation process.The results indicate that the MSME successfully obtained a NIB, thereby securing formal business legitimacy, and developed a new visual identity including a logo and tagline that effectively integrate traditional values with contemporary design principles. The assistance process proved effective in enhancing the owner's legal literacy and awareness of the strategic importance of legality and branding in sustainable business development. This study presents an integrative transformation model that can be replicated for the development of similar traditional MSMEs, particularly those managed by senior generations with limited access to technology and information. The findings highlight that implementing dual transformation in both legal and branding aspects concurrently can serve as an effective strategy to boost the competitiveness and sustainability of MSMEs at both local and regional levels.
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