Articles

Incorporating Social Value into Products of Social Enterprise for a New Brand Identity Case Study: Rumah Ismail

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Rumah Ismail is a Community-Based Entrepreneurship Accelerator (CBEA) that accelerates community business generated from empowerment activities. The profits earned by Rumah Ismail are used for social activities such as charity programs and the provision of scholarships for school education for underprivileged children. This research aims to develop a sustainable communication model that effectively conveys Rumah Ismail’s mission and social values to the stakeholders to enhance Rumah Ismail’s brand. This research uses brand identity by Kapferer and Integrated Marketing Communication (IMC) by Belch & Belch with the mixed methodology or combined approach between qualitative and quantitative methods. The results of this study indicate that Rumah Ismail needs to communicate its social values, namely increasing the added value of local products through empowering local talents as a new brand of Rumah Ismail by delivering a strong brand communication message through packaging so that the social values owned by Rumah Ismail can be conveyed effectively Suitable for all people stakeholders.

Empowerment of Women’s Creativity at Dians Songket and Endek Housein the Village of Gelgel, Klungkung: A Perspective of Presidential Instruction

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This study focuses on empowering the creativity of the women of the Songket and Endek House Dians based on the perspective of Presidential Instruction No. 9 year 2000. The formulation of the problem is as follows: (1) Why does the empowerment of the Songket and Endek House Dians women’s creativity still exist? (2) What are the implications for improving the quality of life of the population, especially women, in accordance with Presidential Instruction No. 9 year 2000? The research method is qualitative in nature supported by bibliographical data sources to sharpen the conceptual, theoretical, and analytical framework. Gender analysis is used as an alternative tool to integrate the aspirations, interests, and roles of the population, especially women who are gender responsive. The findings show that the empowerment of Dians Rumah Songket and Endek has continued to exist through the pandemic period. This is inseparable from internal factors, namely the role of business actors, and external, namely the role of development actors (government, community, BUMN). In accordance with the business vision of Dians Rumah Songket and Endek, which is to develop businesses with positive aims to improve the quality of life of residents, especially women and realize gender equality. This has directly supported the targets that must be achieved in accordance with those set out in the MDGs guidelines, including alleviating poverty and promoting gender equality.

Community Empowerment in the Time of the Covid-19 Pandemic through Strengthening MSMEs in East Java

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People’s economic empowerment is an effort to create a strong, large, modern, and highly competitive economy in the correct market mechanism. Because the obstacles to people’s economic development are structural constraints, the empowerment of the people’s economy must be carried out through structural changes. The Covid-19 pandemic has hit many countries, including Indonesia. Covid-19 has had an impact on various sectors including Micro, Small and Medium Enterprises (MSMEs), including the decline in the number of sales.

This research method uses a qualitative descriptive approach. This research uses a case study approach, which is an empirical inquiry that investigates phenomena in real-life contexts, where the boundaries between phenomena and contexts are not clear, and there are multiple sources of evidence. The results of the research are that business actors seek to find marketing and sales alternatives, secure capital and assets, temporarily transfer them to other businesses, and must learn technologies that are considered effective for promotion and sales.