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, Indonesia *
Pingkan Novita Yanda Putri
Universitas Muhammadiyah Sidoarjo, Indonesia
Rachmat Adi Santoso
Universitas Muhammadiyah Sidoarjo, Indonesia
Zainul Abidin
Universitas Muhammadiyah Sidoarjo, Indonesia
Effy Wardati Maryam
Universitas Muhammadiyah Sidoarjo, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v16i1.1131
Published October 4, 2024
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. Indonesian Journal of Cultural and Community Development, 16(1). https://doi.org/10.21070/ijccd.v16i1.1131

Copyright (c) 2024 Adinda Putri Damayanti, Pingkan Novita Yanda Putri, Rachmat Adi Santoso, Zainul Abidin, Effy Wardati Maryam

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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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