Journal of Community Empowerment 4 (1) (2024): 35-41 p-ISSN 2798-5997 | e-ISSN 2807-1115

Sekolah Pascasarjana Universitas Negeri Semarang https://journal.unnes.ac.id/journals/index.php/jce

Increasing Entrepreneurial Capacity Based on Digital

Technology for Small Medium-sized Enterprises (SMEs)
Tri Suminar*, Abdul Malik, Yudi Siswanto, Diva Pramesti Putri, Safira Arbella Aurell
Urrofik, Fadia Talia Salsabila Hervi

Department of Non-Formal Education, Faculty of Educational Sciences and Psychology, Universitas Negeri
Semarang, Semarang, Indonesia

*Corresponding Author: [email protected]

Abstract. Community potential empowerment programs to improve economic welfare have been carried out, especially for
culinary SMEs in the tourist village of Kokolaka Village, Gunungpati District. MSMEs are actively developing kolang-kaling
processing, resulting in new products that are very varied. Partners face the problem that product marketing is still limited to
traditional markets, and sales turnover is declining. The purpose of service activities for SME members in Kokolaka Village is
to create attractive brands for promotional activities assisted by digital technology and online product marketing. The method
of implementing service is the Participatory Rural Appraisal (PRA) approach, which reviews actions through workshop
activities by applying learning by doing. The purpose of community service activities for SME members in Kokolaka Village
is to create attractive brands for digital technology-assisted promotional activities and online product marketing. The method
of implementing the service is the Participatory Rural Appraisal (PRA) approach and action review through workshop activities
by applying learning by doing. The results achieved were that SME members increased the knowledge and practice of skills in
creating branding and marketing through social media platforms like TikTok and Instagram and opening online stores for
business transactions. The benefits of service activities for members of culinary MSMEs are the increased ability to manage
entrepreneurship, especially in designing product branding, promoting entrepreneurial products, and selling products online.
The impact includes expanding the target market share of MSME products, increased sales turnover, and higher SME income.
Keywords: branding, e-commerce, SMEs, tourism villages, digital technology-based entrepreneurs

How to Cite: Suminar, T., Malik, A., Siswanto, Y., Putri, D. P., Urrofik, S. A. A., Hervi, F. T. S. (2024). Increasing Entrepreneurial
Capacity Based on Digital Technology for Small Medium-sized Enterprises (SMEs). Journal of Community Empowerment, 4
(1), 35-41.
In 2022, 21 MSMEs will grow in Jatirejo
INTRODUCTION village, with various kinds of innovative culinary
preparations being produced (Zuhri, 2021). Types
The Jatirejo tourist village has an area of 2.34
of culinary products, namely raw koling kaling
km2, consisting of 3 hamlets, namely Dukuh
crackers, fried kolang kaling crackers, original
Blabak, Dukuh Sirayu, and Dukuh Ngablak, with a
kolang kaling, candied kolang kaling, various spicy
population in 2022 of 2,405 people. Data on the
kolang kaling chips, rolled rice (gudangan kolang
level of family welfare in the Jatirejo tourist village
kaling), meatball tofu, rendang, bothok, jam,
in 2022 there are still more than 15% of families in
brownies, chocolate, butterfly pea flower drink,
the poor category or the Pre-Prosperous Family and
dried butterfly pea flower, chili tamarind wedang,
Prosperous Family I categories (Sari et al., 2022).
crystal guava resoles, ginger pudding, red guava
Most families are included in the Prosperous
juice, cassava tape, and spiced milk. SMEs actors
Family III category, with a total of 504 families or
in the Jatirejo tourist village were accommodated in
the equivalent of 80.89% of the total 623 families.
a Sunday Market activity.
The village government's efforts to empower the
SMEs in Kokolaka Village, part of the Jatirejo
people of Jatirejo Village by maximizing the
tourist village, struggle to increase sales turnover as
potential of culinary tourism include empowering
partners in community service activities. The
tourism potential, bag screen printing training, and
Chairman of SMEs said that the average sales
training on processing various ko lang Kaling
turnover of Kolang Kaling per SMEs reached 3
products. As a result of the community
million per month, now to reach a turnover of just
empowerment activity, Jatirejo village has become
2 million per month is very difficult. Over the past
a tourist area with unique culinary tourism
year, turnover has decreased by 30% from previous
attraction characteristics for each RW. RW 1
years, even though the COVID-19 pandemic is
Kokolaka Village (Kolang Kaling Village), RW 2
gradually recovering. The regional government's
Kambera Village (Rawit Chili), RW 3 Kajera (Red
efforts have facilitated the opening of the Pasar
Ginger), and RW 4 Kajakris (Crystal Guava).

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Minggu bazaar is a place to sell products (once (Beaumont et al., 2007; Surahman & Fauziati,
a week) and provides educational tourism 2021). The activity aims to empower the SMEs of
infrastructure for processing kolang kaling. Kokolaka Village, Jatirejo Tourism Village, by
The main target market share for processed considering the specifications of the entrepreneurial
kolang kaling is regular buyers from traditional potential capacity pioneered, namely culinary
market traders as resellers. SMEs are promoted via delights made from kolang kaling. Community
WhatsApp Group (WAG), and buyers come to the service activities aim to increase the sales turnover
kolang kaling processing artisans in Kokolaka of Kolang Kaling culinary products and, in turn,
Village or deliver orders to the homes. The number increase the family income of Kolang Kaling
of reseller purchases is now decreasing because the MSME members in Kokolaka village, Jatirejo sub-
purchasing power of traditional market consumers district.
has decreased due to the COVID-19 pandemic. Technically, operationally, the implementation
SMEs are making product innovations with varying of community service can be detailed in the stages
packaging volumes. The problem is that MSMEs of activities carried out by the service team, as
have never conducted market survey activities to follows: (a) conducting joint outreach with SME
assess consumer needs (Gunawan & Rachmani, partners in Kokolaka Village and recruiting
2022). Efforts to increase the productivity of SMEs members of SMEs in Kokolaka Village whose
significantly use branding strategies by optimizing turnover is decreasing; (b) assisting SME partners
the use of digital technology for promotion and with processed kolang kaling products that suit
marketing (Ainun et al., 2023; Fanaqi et al., 2020). consumer needs. The consumer needs analysis was
Paying attention to identifying problems faced obtained from an online questionnaire via Google
by partners and the priority scale of solutions, Form (Rokhim et al., 2021); (c) assisting SME
service activities for SMEs members aim to partners in the form of workshops. Demonstration
increase information technology-based techniques, learning by doing strategy material to
entrepreneurial capacity for Kokolaka Village promote products by creating branding and product
SMEs by creating branding and optimizing digital packaging forms (Ainun et al., 2023); (d) assisting
marketing to promote products. The benefit of partners by utilizing digital technology to promote
community service activities for Kokolaka Village and market products belonging to SME partners.
culinary SMEs members is the increased ability to Assistance with learning by doing techniques to
manage entrepreneurship by utilizing digital create MSME websites, Instagram social media,
technology, especially in designing branding and and online payment systems (e-commerce)
promoting entrepreneurial products, and the ability (Ahmadi, 2020; Sari et al., 2022; Suminar et al.,
to sell products online through the marketplace and 2022); (e) The final activity was to reflect and
utilizing social media. The impact is expanding evaluate PkM activities to determine the benefits of
targets and market share, increasing sales turnover, community service activities for Kokolaka village
and increasing SMEs' income. SME partners and evaluate shortcomings in
implementing the community service program.
METHODS Reflection was carried out by conducting open
interviews with several SME members who
The community service activities target 17 diligently participated in activities from start to
SMEs members of Kokolaka Village, Jatirejo finish without stopping (Istiningsih et al., 2018).
Village, Gunungpati District. Workshop activities
will be intensively carried out from 22-24 July 2023 RESULTS AND DISCUSSION
at the Kokolaka Village meeting hall. The activity
was followed up with mentoring activities carried The first implementation of community service
out for one month until the end of August 2023. activities undertaken by the Service Team was
Implementation of community service activities establishing an appropriate mentoring program for
uses the Participatory Rural Appraisal (PRA) the SMEs of Kokolaka Village. Activities were
approach and the learning-by-doing model. During carried out through a feasibility study survey for
the workshop activities, SME members, as the processed kolang kaling products for consumers via
target of the activity, received factual and a Google form questionnaire with the link
procedural knowledge of promotional techniques https://forms.gle/qcoFR87NXw8up3kN6. Based
and marketing business products, which were on the feasibility study results, the service team can
directly demonstrated using direct practice. determine consumer needs and the root of the
Community service activities include workshops declining turnover problem on consumers' part. The

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Figure 1. Participant participation in a workshop on creating product

service team analyzed the root cause of the decline The focus of the workshop participants' attention
in sales turnover of SMEs in Kokolaka Village, was centered on showing a short 5-minute video.
namely, consumers' lack of knowledge of the Next, photos of examples of products with logos
products. The product is known to consumers after were displayed as product identities that were
visiting the Kokolaka Jatirejo village tourist attractive to potential consumers. Consumers easily
attraction. recognize products with logos or trademarks,
The second service team activity is determining influencing the decision to buy products that
a strategy for workshop activities, demonstrations, consumers already recognize through the logo or
and learning by doing. The material focuses on trademark. The video screening showed the target
partners' weaknesses in managing entrepreneurship audience of the Kokolaka Village SMEs workshop
with the help of digital technology, namely and the difference between products with and
designing the product logo for each SMEs. A logo without a logo, influencing buyers' psychology in
is an icon and symbol of a business or trademark so purchasing decisions. Workshop participants
that consumers or buyers easily recognize the understand the importance of product logos or
product. trademarks in product marketing techniques. The
The target group of SMEs from Kokolaka participants were very interested in learning how to
Village who attended the workshop comprised create a product logo to attract buyers and increase
around 17 SMEs, totaling 24 people. The target sales turnover.
were enthusiastic and eager to follow the workshop The resource person gave examples of
material to create product logo designs presented by techniques for making simple and attractive
exciting speakers using participatory, logos/trademarks/branding to attract buyers.
demonstrative, and learning-by-doing methods. Creating a logo can provide consumers with

Figure 2. Results of logo creation from workshop participants (SMEs in Kokolaka

Village Tourism Village)

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Figure 3. Presentation of Product Marketing Workshop Material via Tiktok

information about the product's specific identity. marketing (Hermawan, 2019). Therefore, for
Apart from that, the logo created also provides SMEs that have problems with declining sales, it is
convincing information about quality to customers. highly recommended that re-branding is carried
In this way, the logo can be used to determine out. Products with re-branding that are unique and
business consumer targets. The business product attractive to consumers can attract buyers or
logo can also represent the name through the consumers (Defri et al., 2022).
entrepreneur's tagline (Ainun & Altri Wahida, At the stage of mentoring activities by the
2023; Indriania & Nita Syahputrib, 2022). The service team for Kokolaka Village SMEs members
importance of branding in business was also to practice creating branding designs online, a very
explained by Defri, that efforts to design branding simple, not difficult, and complicated method was
show a quality code that reflects the product's self- chosen to demonstrate using the Canva application
image, so branding is very useful for saving costs (Indriania & Nita Syahputrib, 2022). Canva has
or efficiency, both internally and externally (Ainun diverse features and more variety, displays creative
& Altri Wahida, 2023; Defri et al., 2022; Suminar images through photo filters and good animations,
et al., 2022). The solution strategy from the service and is easy to download via smartphone (Gunawan
team to overcome the problem of declining sales of & Rachmani, 2022). Owning a smartphone is very
Kolang Kaling SMEs by re-branding is very important for designing effective and efficient
appropriate. Re-branding is to attract consumer branding when running a business.
interest or use of the product so that it has the The following image results from branding
impact of increasing sales turnover in product designs made by members of the SMEs of

Figure 4. Signing of cooperation between the Non-formal Education Study Program and SMEs

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Kokolaka Village, Jatirejo sub-district, Kec. optimizing digital technology to promote products
Gunungpati. through creating Instagram and TikTok social
The service team's following activities in the media, expanding the target market share. The
workshop were demonstrations and direct practice business financial bookkeeping system is carefully
(learning by doing) in packaging attractive products organized with an online payment system (e-
based on weight and various kinds of palm-frond commerce). A workshop for SMEs on creating
products. SMEs producers try to give a unique and social media, TikTok, and Instagram for Kokolaka
attractive impression on the product packaging and Village SMEs products, along with an online
pay attention to consumer needs or product market payment system (e-commerce), is beneficial for
share. Attractive packaging plays a significant role facing the challenges of the industrial era 4.0 in
in creating a trademark image as well as a means of running entrepreneurship for products made from
promoting products. Apart from that, it is kolang kaling. In addition to the service team
recognized that product packaging has another lecturers, the instructors in the workshop also
primary function, namely protecting product safety. involve non-formal undergraduate and
Packaging products practiced in workshops and postgraduate study program students to contribute
community service mentoring activities are by utilizing their expertise for the surrounding
containers or containers made of plastic in a very community.
flexible shape (Shalmont, 2020). At the end of the workshop, there was a
As explained by Rezki, (2019); Todar et al., reflection on community service activities for the
(2020) packaging products in a simple yet attractive target audience of SMEs in Kokolaka Village.
manner aims to (a) protect the product from factors Sample statements from several participants said
such as high or low air temperature, shock, and that carrying out the activities was enjoyable and
pressure; (b) shield the product from water droplets, helpful in improving entrepreneurial abilities. The
dust, and steam; (c) enhance shipping participants are optimistic that branding, attractive
transportation efficiency; (d) provide information packaging, and online sales can increase sales
on recycling; (e) prevent product theft; (f) improve turnover. The participants realize that entrepreneurs
convenience in selling, opening, and closing must have digital literacy skills due to
products; and (g) entice potential buyers to make a developments in communication technology.
purchase (Garaika & Muslihudin, 2020). The signing of the collaboration implementation
The service team assists SME partners in between the Non-formal Education Study Program
techniques for marketing products by utilizing FIPP UNNES was conducted by Tri Suminar as the
digital technology, often called e-commerce. The head of implementing community service
workshop begins with screening a sales video via activities, with Dwi Sayekti Kadarini as the person
the Shopee marketplace. The information informs in charge of SMEs in Kokolaka Village, Jatirejo
Kokolaka SME members on registering, uploading Tourism Village, District. Gunungpati, Semarang
product offers designed with Canva, and City. Both parties are committed to implementing
conducting buy and sell financial transactions mutually beneficial cooperation.
online. Workshop participants were enthusiastic
about learning by doing, using the smartphones CONCLUSION
owned by each Kokolaka SME member who
practiced online sales in the marketplace. The The problem with SME partners in Kokolaka
benefits of digital technology development include Village is the inability to market the business
increased promotions and sales for Kokolaka products. The solution strategy in the community
SMEs' products. The influence of digital service activity is to optimize the use of digital
technology in entrepreneurship is significant for technology in entrepreneurship, especially for
SMEs, especially in marketing. Sales promotion is designing branding and selling local business
crucial for SMEs to ensure consumers buy the products through e-commerce. Activities are
products. carried out using a community empowerment
The above reality is confirmed by digital approach, workshop methods, demonstration
technology experts stating that online sales techniques, and learning by doing. The service
promotion strategies are more cost-efficient and activity can help Kokolaka SME members increase
attract consumer attention with a more their knowledge and practice skills in creating
comprehensive and diverse range of market branding and marketing products by utilizing
segments (Ahmadi, 2020). The service team digital technology. Branding design using the
accompanies Kokolaka SME partners by Canva application and editing short videos with the

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Capcut application. Meanwhile, to market products Mobile Commerce Pada Anggota Koperasi
using social media platforms like TikTok and Gentiaras Untuk Meningkatkan Penghasilan
Instagram and online shops such as Shopee. Thus, Rumah Tangga Penyusunan Jadwal PkM
digital technology is also used to carry out online Pelaksanaan PkM Hasil PkM. Dinamisa:
financial transactions (e-commerce). The impact of Jurnal Pengabdian Kepada Masyarakat, 4(2),
service activities for Kokolaka SMEs is increasing 300–305.
digital literacy skills in entrepreneurship, especially Gunawan, W. B., & Rachmani, M. (2022). Pelatihan
in branding, packaging, and marketing kolang soft skill sebagai strategi eskalasi promosi
kaling products and online financial transactions. UMKM di desa eko-eduwisata Kandri dan
The market share for kolang kaling products is Jatirejo, Kota Semarang. Altruis: Journal of
expanding, and sales turnover is increasing. Community Services, 3(2), 34–38.
https://doi.org/10.22219/altruis.v3i2.21009
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