Empowering Small and Medium-Sized Enterprises (SMEs) Producing Crackers Through the Integration of Visual Re-Branding, Digitalisation of Marketing, and Access to Digital Payments in the Gratitunon Subdistrict
DOI:
https://doi.org/10.55047/jscs.v6i2.1252Keywords:
Empowerment of SMEs, Marketing Digitalisation, QRIS, Visual Re-brandingAbstract
Backgrounds: The competitiveness of local cracker-producing Micro, Small and Medium Enterprises (MSMEs) in Gratitunon Village, Grati Sub-district, Pasuruan Regency, remains constrained by traditional marketing methods that have not yet adopted a formal brand identity, as well as by limited access to modern financial transaction systems.
Objectives: This community engagement programme aims to optimise the products’ market value, raise brand awareness, and expand the MSMEs’ market reach through an organised and sustainable mentoring programme.
Methodology: The programme employed Participatory Action Research (PAR), comprising four phases: (1) in-depth observation and analysis of needs; (2) development of visual identity and transaction systems; (3) delivery of training and direct facilitation; and (4) an assessment of the programme’s sustainability.
Findings: Integrated visual rebranding successfully produced a formal logo, banner designs, and a professional product image. The digitalisation of marketing through social media optimisation expanded the reach of promotional activities to the regional level. The implementation of a digital payment system based on the Indonesian National Quick Response Code Standard (QRIS) simplified cashless transactions and accelerated the adoption of digital finance amongst business operators.
Conclusions: The programme’s sustainability is ensured through the handover of digital assets, including master logo files, social media guidelines, and permanent QRIS registration.
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Copyright (c) 2026 Ainul Chanafi*, Siti Saroh, Abdurrochim Al Maliki, Sri Rahmawati, Aulia Rasti Suciati
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