Penguatan media branding digital BUMDes "Karya Cemerlang" Tegalrejo melalui video dan buku profil dalam mendukung pencapaian SDGs desa mandiri

Abstract

Abstrak

BUMDes Karya Cemerlang memiliki potensi ekonomi yang signifikan melalui unit usaha manufaktur paving blok dan peternakan kambing. Namun, potensi tersebut belum teroptimalisasi secara maksimal akibat keterbatasan media informasi dan representasi visual kelembagaan. Pengabdian masyarakat ini bertujuan untuk memperkuat identitas dan profesionalisme BUMDes Karya Cemerlang melalui pendampingan pembuatan video profil dan buku profil sebagai instrumen promosi dan transparansi. Kegiatan pengabdian ini melibatkan seluruh elemen desa, yakni pemerintah desa, BUMDes Karya Cemerlang, Badan Permusyawaratan Desa (BPD), hingga masyarakat desa. Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan partisipatif, meliputi tahapan observasi lapangan, wawancara mendalam dengan pengelola BUMDes Karya Cemerlang, serta dokumentasi teknis unit usaha. Hasil pengabdian menunjukkan bahwa pembuatan media profil yang sistematis mencakup spesifikasi teknis produk, legalitas, dan visualisasi operasional berhasil meningkatkan citra profesional BUMDes Karya Cemerlang di mata publik. Buku profil berfungsi sebagai dokumen administratif yang akuntabel, sementara video profil menjadi media branding digital yang memperluas jangkauan pasar. Integrasi kedua media tersebut terbukti mampu memperkuat citra profesioanl BUMDes Karya Cemerlang serta menjembatani potensi lokal dengan akses pasar yang lebih luas. Keberhasilan kegiatan pengabdian ini membuktikan bahwa sinergi antara perguruan tinggi dan perangkat desa dalam penguatan tata kelola informasi merupakan langkah strategis di era digital untuk mewujudkan SDGs Desa, khususnya tujuan ke-8 (Pertumbuhan Ekonomi Desa Merata) dengan meningkatkan akses pasar dan peluang pekerjaan. Secara keseluruhan, kegiatan ini berhasil meningkatkan kualitas komunikasi kelembagaan dan memperkuat citra profesional BUMDES Karya Cemerlang hingga berpotensi mendukung peningkatan akses pasar dan kerja sama dengan pihak eksternal.

Kata kunci: BUMDes Karya Cemerlang; buku profil; video profil; identitas lembaga; promosi desa.

Abstract

The Karya Cemerlang Village-Owned Enterprise (BUMDes) has significant economic potential through its paving block manufacturing and goat farming business units. However, this potential has not been fully utilized due to limited information media and institutional visual representation. This community service program aims to strengthen the identity and professionalism of the Karya Cemerlang Village-Owned Enterprise through assistance in the creation of a profile video and a profile book as promotional and transparency instruments. This community service initiative involves all elemens of the village, including the village government, The Karya Cemerlang Village-Owned Enterprise (BUMDes), the Village Consultative Body (BPD), and the village community. The method used was descriptive qualitative with a participatory approach, encompassing field observations, in-depth interviews with BUMDes Karya Cemerlang managers, and technical documentation of the business units. The results of the community service program demonstrate that the systematic creation of profile media, including product technical specifications, legality, and operational visualization, successfully enhanced the professional image of the Karya Cemerlang Village-Owned Enterprise in the public eye. The profile book serves as an accountable administrative document, while the profile video serves as a digital branding tool that expands market reach. The integration of these two media has proven effective in strengthening the professional image of BUMDes Karya Cemerlang and bridging local potential with broader market access. The success of this community service initiative demonstrates that the synergy between universities and villages officials in strengthening information management is a strategic step in the digital era to achieve the Village SDGs, particularly Goal 8 (Equitable Rural Economic Growth), by enhancing market access and employment opportunities. Overall, this initiative successfully improved the quality of institutional communication and strengthened the professional image of BUMDes Karya Cemerlang, thereby potentially supporting increased market access and collaboration with external parties.

Keywords: BUMDes Karya Cemerlang; profile book; profile video; institutional identity; village promotion.