Dampak Branding Kampung Lumpia Terhadap Keterlibatan Warga Ngaglik Kota Surabaya Dalam Pengembangan Komunitas UMKM

Khalfani, Ardelia Izza (2025) Dampak Branding Kampung Lumpia Terhadap Keterlibatan Warga Ngaglik Kota Surabaya Dalam Pengembangan Komunitas UMKM. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Branding kawasan melalui konsep kampung tematik di Surabaya, seperti yang diterapkan di Kampung Lumpia, diharapkan mampu mendorong pertumbuhan ekonomi lokal dengan melibatkan masyarakat dalam kegiatan ekonomi berbasis kuliner khas, yaitu produksi lumpia. Kampung Lumpia ini berdampak pada perkembangan UMKM, terutama dalam menghadapi tantangan keterbatasan kapasitas SDM, kurangnya koordinasi antar pelaku usaha, dan belum optimalnya sistem pemasaran produk, yang berpengaruh pada keberlanjutan usaha serta jumlah pengunjung yang fluktuatif akibat persaingan dengan destinasi wisata lain. Penelitian ini bertujuan untuk memahami sejauh mana implementasi branding Kampung Lumpia berdampak pada keterlibatan warga dalam pengembangan Usaha Mikro, Kecil, dan Menengah (UMKM), serta mengidentifikasi faktor-faktor yang memengaruhinya. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis secara deskriptif. Hasil penelitian menunjukkan bahwa implementasi branding Kampung Lumpia merupakan inisiatif berbasis komunitas yang dimulai dari kesadaran lokal dan difasilitasi oleh kelurahan. Implementasi branding bersifat top-down, diprakarsai oleh kelurahan sebagai strategi membentuk identitas kawasan. Branding diwujudkan dalam bentuk mural, plank, dan spanduk, serta penguatan identitas sosial-ekonomi melalui UMKM. Branding tidak hanya menghasilkan identitas visual seperti mural dan spanduk, tetapi juga membangun rasa memiliki, meningkatkan partisipasi ibu rumah tangga, mendorong gotong royong, serta mengikutsertakan generasi muda dalam promosi digital. Meski demikian, keterlibatan ini belum merata karena adanya kesenjangan dalam akses pelatihan, promosi, dan kualitas produk antar pelaku UMKM. Faktor pendukung keterlibatan warga meliputi kesadaran kolektif, dukungan pemerintah, media sosial sebagai sarana promosi, serta terbentuknya jejaring pelaku UMKM. Sementara itu, hambatan utama mencakup keterbatasan infrastruktur, kurang optimalnya koordinasi, dan minimnya keterlibatan perempuan dan generasi muda dalam pengambilan keputusan.
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Regional branding through the concept of thematic villages in Surabaya, as implemented in Kampung Lumpia, is expected to encourage local economic growth by involving the community in culinary-based economic activities, namely spring roll production. This Kampung Lumpia has an impact on the development of MSMEs, especially in facing the challenges of limited human resource capacity, lack of coordination between business actors, and a suboptimal product marketing system, which affects business sustainability and fluctuating visitor numbers due to competition with other tourist destinations. This study aims to understand the extent to which the implementation of Kampung Lumpia branding has an impact on community involvement in the development of Micro, Small, and Medium Enterprises (MSMEs), and to identify the factors that influence it. The research method used is a qualitative approach with data collection techniques through interviews, observation, and documentation, then analyzed descriptively. The results show that the implementation of Kampung Lumpia branding is a community-based initiative that begins with local awareness and is facilitated by the village. The branding implementation is top-down, initiated by the village as a strategy to shape regional identity. Branding is realized in the form of murals, planks, and banners, as well as strengthening socio-economic identity through MSMEs. Branding not only creates visual identities such as murals and banners, but also builds a sense of ownership, increases the participation of housewives, encourages mutual cooperation, and engages the younger generation in digital promotions. However, this involvement is not evenly distributed due to gaps in access to training, promotion, and product quality among MSMEs. Supporting factors for community involvement include collective awareness, government support, social media as a promotional tool, and the formation of MSME networks. Meanwhile, key obstacles include limited infrastructure, suboptimal coordination, and the minimal involvement of women and the younger generation in decision-making..

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Branding, Kampung Lumpia, MSMEs, community participation, thematic villages, Surabaya. Branding, Kampung Lumpia, UMKM, keterlibatan warga, kampung tematik, Surabaya.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Developmental Studies > 60201-(S1) Undergraduate Thesis
Depositing User:	Ardelia Izza Khalfani
Date Deposited:	24 Jul 2025 09:27
Last Modified:	24 Jul 2025 09:27
URI:	http://repository.its.ac.id/id/eprint/121355

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