Dr. Eka Purna Yudha, SP., M.Si., Dr. Iwan Setiawan, SP., M.Si., Ir. M. Gunardi Judawinata, DEA., Dhany Esperanza, SP., M.Sc., Dr. rer.pol Ernah, SP., M.Si
Faculty of Agriculture, Universitas Padjadjaran
The Jatigede area is known as a region inhabited by a number of young people who have the potential and enthusiasm for entrepreneurship. However, limited knowledge, skills, and access to markets can be obstacles to developing businesses and increasing the added value of local products, such as Roid bananas. Therefore, efforts are needed to encourage the empowerment of young entrepreneurs in this area so they can take an active role in optimizing the potential of local products. To implement one aspect of the Tri Dharma of Higher Education, namely community service, Universitas Padjadjaran held a Community Service program. This activity aims to integrate academic research and student service across fields, while providing a direct impact on the community through programs relevant to local needs.
The 2024 Community Service Program was held in Cijeungjing Village, Jatigede District, Sumedang Regency. This village boasts economic potential based on micro, small, and medium enterprises (MSMEs), particularly local agricultural products. However, the main challenges faced by MSMEs in this village are limited human resources and limited access to technology that supports modern marketing. These constraints result in low product visual appeal, resulting in stagnant sales value and difficulty competing in the broader market. Based on observations and interviews with village stakeholders, it was found that most MSMEs in Cijeungjing Village lack the knowledge and skills to create logo designs, packaging, and other promotional media that meet market standards. This poses a major challenge in increasing product competitiveness, especially when marketed outside the village or at exhibitions.
The Community Empowerment Program in Cijeungjing Village is designed to address these issues through the development of MSME product designs encompassing three key elements: logo design, packaging, and promotional banners. This effort aims to enhance the product’s aesthetic value, strengthen brand identity, and attract a wider consumer base. Furthermore, the program provides training to MSMEs to enhance their understanding and skills in technology-based marketing. Through this program, it is hoped that MSME products in Cijeungjing Village will gain greater market appeal, increase their selling value, and ultimately have a positive impact on the local economy. This program is also a strategic step in supporting village community empowerment by sustainably strengthening the capacity of local businesses.
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