Strategy for Strengthening Branding of Micro and Small Enterprises

Abstract

Pulorejo Village, Dawarblandong District, Mojokerto Regency has the potential for developing MSMEs that play an important role in supporting the village economy. However, there are still business actors who do not have legal status in the form of a Business Identification Number (NIB) due to a lack of understanding of the importance of business legality and limited access to the Online Single Submission (OSS) system. Additionally, some SME operators lack adequate promotional media to strengthen their business identity and appeal. This research is part of the work program of Management students at Muhammadiyah University Gresik in a Community Service Program that aims to improve the legality and branding of MSMEs through assistance in obtaining NIBs and creating promotional media in the form of banners. The methods used in this activity include observation, socialization, technical assistance in obtaining NIBs, and the creation and installation of business banners targeting local MSME entrepreneurs. The results of the activity showed an increase in NIB ownership, increased understanding of the importance of business legality, and increased business visual identity through banner media. Overall, this program contributed to improving the professionalism, legality, and competitiveness of MSMEs in Pulorejo Village in a sustainable manner.