Branding and Digital Marketing Assistance as an Effort to Accelerate the Competitiveness of Jelethot Chips MSMEs in Samudra Village

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FORMOSA NEWS

Banyumas, Central Java—Branding and Digital Marketing Assistance as an Effort to Accelerate the Competitiveness of Jelethot Chips MSMEs in Samudra Village. This research was conducted by Aulia Maharani together with Siti Anisa, Gustavo Aditiya Pratama, Alan Syahbian, Yolan Tresna Hapsari, Aisyah Indah Setiawan, Regita Hikmah Zarlianti, Alfian Zharan Ma'ruf, Nabila Cahya Fatimah, Giezka Nuruzzahra, Alun Arya Titis, Fajra Wahyu Prasetyo, Selamet Eko Budi Santoso, and Arifin Suryo Nugroho, which was published in  the Formosa Community Service Journal (JPMF) Volume 5 Number 1 of 2026.

Research conducted by Aulia Maharani with Siti Anisa, Gustavo Aditiya Pratama, Alan Syahbian, Yolan Tresna Hapsari, Aisyah Indah Setiawan, Regita Hikmah Zarlianti, Alfian Zharan Ma'ruf, Nabila Cahya Fatimah, Giezka Nuruzzahra, Alun Arya Titis, Fajra Wahyu Prasetyo, Selamet Eko Budi Santoso, and Arifin Suryo Nugroho revealed that simple interventions such as logo creation, packaging updates, and optimization of WhatsApp Business and Facebook have a direct impact on improving sales.

Local Products with Great Potential, But Lack of Identity

Jelethot chips are a spicy snack typical of Samudra Village, Gumelar District, Banyumas Regency. This product has a unique taste and potential market, but it was previously managed conventionally.

Before the mentoring, the product did not have an official logo and was still packaged in simple transparent plastic. Marketing strategies rely only on direct sales and personal WhatsApp status uploads. As a result, market reach is limited and products are difficult to compete with other brands that appear more professional. The UMP team found that weak visual identity and low digital literacy are the main obstacles to business development.

Transformation Starts from Logo and Packaging

Mentoring is carried out in a participatory manner during the Real Work Lecture (KKN) program in early 2026. A cross-disciplinary team from the fields of Pharmacy, Economics, Engineering, Psychology, and Health works directly with the business owner, Mrs. AL.

The intervention focused on three main pillars:

1. Strengthening brand identity through the creation of an official logo.
2. Packaging innovation from ordinary plastic to a modern standing pouch.
3. Digitize marketing using WhatsApp Business and Facebook.

The new logo is designed to reflect the spicy and distinctive character of the product. The finishing of the standing pouch was chosen to enhance visual appeal while giving a hygienic and professional impression. Initially, partners were hesitant because the packaging cost was higher. However, after understanding that packaging is part of the strategy to increase selling value, changes were made.

WhatsApp Business Becomes a Turning Point

In addition to physical branding, the team provided technical training on the use of WhatsApp Business. The catalog feature is used to display products in a more structured and professional manner. Facebook is used to expand the reach of promotions.

          This change has a significant impact on business performance. Data published in the journal show:

• Sales increased from 50 kg to 60 kg per week.
• Income increased from around IDR 500,000 to IDR 600,000 per week.
• The market extends beyond the city, including Jakarta and Bogor.

In fact, an income of IDR 500,000 can be achieved in just five days after the digital channel is activated. This indicates an acceleration in capital turnover and an increase in consumer interest.

Branding Is More Than Just A Display

The research team from the University of Muhammadiyah Purwokerto emphasized that branding is not just about design. Visual identity serves as a communication tool that builds consumer trust and strengthens the bargaining position of local products.

Professional packaging helps to improve the perception of quality and hygiene. Meanwhile, digitalization opens up market access without geographical boundaries. This approach also changes the mindset of business actors. From relying on traditional methods, partners are now more adaptive to technology.

Replication Model for Rural MSMEs

The success of this program provides important lessons for other MSMEs in rural areas:

•        Digitization doesn't have to be expensive or complex.

•        A simple platform like WhatsApp Business is already effective.

•        Packaging and logos have a direct effect on consumer perception.

•        Continuous mentoring is important to maintain promotion consistency.

This model can be replicated to accelerate the strengthening of the village's creative economy and increase the independence of small business actors.

Author Profile

•        Aulia Maharani – University of Muhammadiyah Purwokerto.

•        Siti Anisa, Gustavo Aditiya Pratama, Alan Syahbian, Yolan Tresna Hapsari, Aisyah Indah Setiawan, Regita Hikmah Zarlianti, Alfian Zharan Ma'ruf, Nabila Cahya Fatimah, Giezka Nuruzzahra, Alun Arya Titis, Fajra Wahyu Prasetyo, Selamet Eko Budi Santoso, and Arifin Suryo Nugroho –University of Muhammadiyah Purwokerto

Research Source

Maharani, A., Anisa, S., Pratama, G. A., Syahbian, A., Hapsari, Y. T., Setiawan, A. I., Zarlianti, R. H., Ma'ruf, A. Z., Fatimah, N. C., Nuruzzahra, G., Titis, A. A., Prasetyo, F. W., Santoso, S. E. B., & Nugroho, A. S. (2026). Branding and Digital Marketing Assistance as an Effort to Accelerate the Competitiveness of Jelethot Chips MSMEs in Samudra Village.

Journal of Community Service Formosa (JPMF), Vol. 5 No. 1, pp. 89–94.DOI: https://doi.org/10.55927/jpmf.v5i1.139
Official URL: https://ntlformosapublisher.org/index.php/jpmf