Product identity and marketing strategy have become fundamental to the success of selling goods and services. In today’s increasingly competitive market landscape, communities are required not only to produce goods but also to understand how to present their products effectively to consumers. For small and medium enterprises in rural areas, branding and marketing often remain underdeveloped aspects.
In Pemepek Village, Pringgarata Subdistrict, Central Lombok, small-scale businesses have been steadily emerging as a community-driven effort to improve household and village-level economies. Various local groups have tapped into surrounding natural resources, from agricultural yields to home-based food processing, to create value-added products. However, many of these products still face low competitiveness due to a limited understanding of modern branding and digital marketing techniques.
To address this challenge, students of the University of Mataram‘s 2025 Community Service Program (Kuliah Kerja Nyata or KKN) initiated a capacity-building seminar titled “Meningkatkan Daya Saing Produk melalui Branding, Marketing, dan Kesetaraan Gender Pelaku Usaha” (Enhancing Product Competitiveness through Branding, Marketing, and Gender Equality in Entrepreneurship) held on Tuesday, 22 July 2025, at the KHDTK Rarung Hall. The program specifically targeted two active business groups in Repok Pidendang Hamlet: the Women Farmers Group (Kelompok Wanita Tani Mekar Harum) and the Cooperative Syari’ah Wana Makmur Lestari.
For the KKN students, community engagement is not merely a ceremonial activity but a direct embodiment of Indonesia’s Tri Dharma of Higher Education, teaching, research, and community service. This initiative served as a bridge between theoretical knowledge acquired in the classroom and the practical needs of society.
“We witnessed firsthand how many local entrepreneurs produce high-quality goods but struggle to sell them due to unattractive packaging or limited digital marketing skills,” one of the student organizers said. “Through this activity, we aimed to share knowledge while learning from the community.”
The seminar featured key speakers from the Cooperative and Small Medium Enterprise (SME) Service of Central Lombok, including Endang Triwindusari, SP., MM (Head of SME Division), Ani (Young Functional Expert for Small Medium Enterprises), and Baiq Mentari (Technical Staff for Small Medium Enterprises). Discussions included building strong local product identities, utilizing platforms like Instagram and e-marketplaces, and applying packaging standards aligned with modern retail expectations.
Beyond the technical aspects, the seminar also highlighted the importance of gender equality in entrepreneurship. Professor Dr. Ir. Ruth Stella Petrunella Thei, M.S., Lecturer at the Faculty of Agriculture, University of Mataram, delivered a session on Gender Equality. She stressed that inclusive village development cannot be achieved without empowering women.
“Men and women have equal rights and opportunities. Gender is a social construct that evolves. Empowering women in the economic sector is part of building sustainable communities,” she stated during the session.
The initiative was well received by the local government. Muhali, the village secretary of Pemepek, expressed his appreciation and support for the program, noting its positive impact on strengthening local business capacity in the face of a changing market environment.
Participants remained engaged throughout the event, actively posing questions and discussing marketing challenges, many of which stem from relying solely on traditional sales methods such as word-of-mouth or local markets.
Through this activity, the University of Mataram students not only shared academic insights but also fostered intergenerational collaboration and mutual learning. The long-term goal is to empower Usaha Mikro, Kecil dan Menengah (Micro, Small, and Medium Enterprises), particularly women-led groups, to grow their businesses independently, creatively, and sustainably.a