ENHANCING TUGU JAWA SOY SAUCE BRAND VISIBILITY THROUGH PRODUCT PHOTOGRAPHY

Abstract

The MSME sector is able to contribute to economic growth in Indonesia. Jawa Sehati Mulia is an MSME which operates in the field of producing soy sauce made from local black soybeans with several product variants including sweet soy sauce, spicy soy sauce, barbeque soy sauce, etc. Based on the situation analysis, several problems were found, including those related to marketing management aspects related to marketing using digital platforms. There are still limited marketing media that support digital marketing, including product photography, e-catalogs and social media content. Community service with this MSME scheme aims to increase HR capacity in marketing promotions including product photography, designing e-catalogs and social media content. In this community service activity, the service team provides intensive counseling and assistance to partners related to marketing aspects. Service partners will be trained to prepare marketing content which will later be implemented on various digital platforms. This community service is very important to help soy sauce industry increase their production capacity, as well as market and distribute services through digital channels. It is hoped that carrying out these community service activities can help MSMEs become more productive.The academic output produced through this activity is that students involved in this community service activity can apply the knowledge gained in lectures to be implemented with partners. Apart from that, students also get direct experience when engaging and interacting with service partner community groups. Lecturers can also contribute to society based on the results of previous research. Meanwhile, the expected outcome of partner empowerment through this activity is that partners will gain insight so that they have the ability to implement marketing strategies in an effort to optimize the marketing of products managed by partners. In this way, it is hoped that this program can make independent partners economically sustainable.