Indonesian Journal of Cultural and Community Development

Vol. 16 No. 1 (2025): March
Community Education Development Articles

Rebranding and Digital Marketing of “Lejareh” Beverage at Ranting 'Aisyiyah Sidodadi: Rebranding Dan Digital Marketing Minuman “Lejareh” Di Ranting ‘Aisyiyah Sidodadi

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  • Adinda Putri Damayanti,
  • Pingkan Novita Yanda Putri,
  • Rachmat Adi Santoso,
  • Zainul Abidin,
  • Effy Wardati Maryam
Adinda Putri Damayanti
Universitas Muhammadiyah Sidoarjo
Pingkan Novita Yanda Putri
Universitas Muhammadiyah Sidoarjo
Rachmat Adi Santoso
Universitas Muhammadiyah Sidoarjo
Zainul Abidin
Universitas Muhammadiyah Sidoarjo
Effy Wardati Maryam
Universitas Muhammadiyah Sidoarjo
DOI: https://doi.org/10.21070/ijccd.v16i1.1131

Published 2024-10-04

Keywords

  • UMKM,
  • Rebranding,
  • Product Improvement,
  • Community Service,
  • Lejareh Drinks

How to Cite

Damayanti, A. P., Putri, P. N. Y., Santoso, R. A., Abidin, Z., & Maryam, E. W. (2024). Rebranding and Digital Marketing of “Lejareh” Beverage at Ranting ’Aisyiyah Sidodadi: Rebranding Dan Digital Marketing Minuman “Lejareh” Di Ranting ‘Aisyiyah Sidodadi. Indonesian Journal of Cultural and Community Development, 16(1). https://doi.org/10.21070/ijccd.v16i1.1131

Abstract

This community service aims to increase the competitiveness and sustainability of the Lejareh ‘Aisyiyah  Beverage UMKM in Ranting ‘Aisyiyah  Sidodadi, Candi, Sidoarjo through a product rebranding strategy. Lejareh drinks, which are local products based on natural ingredients, have great potential for further development to meet increasingly competitive market needs. Service activities include packaging improvements, upgrading packaging labels, as well as operating offline and digital marketing. The results of the activity showed a significant increase in brand image and market acceptance of the newly packaged product. Apart from that, knowledge of UMKM players regarding marketing strategies and business management has also increased. It is hoped that this positive impact can encourage local economic growth and strengthen the economic independence of the ‘Aisyiyah  community in the Sidodadi area.

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