Pendampingan Revitalisasi Pemasaran La Tansa Beverage berbasis Nilai Kepesantrenan melalui Penguatan Merek dan Digitalisasi Marketing
Abstract
Unit Usaha La Tansa Beverage Gontor merupakan bagian penting dari Pondok Modern Darussalam Gontor yang berfokus pada produksi minuman berkualitas bagi santri dan masyarakat sekitar. Program ini bertujuan merevitalisasi sistem pemasaran La Tansa Beverage dengan berbasis nilai kepesantrenan melalui optimalisasi identitas merek dan penerapan strategi digital. Permasalahan utama mitra adalah lemahnya brand identity serta kurang optimalnya pemanfaatan media digital. Kegiatan dilaksanakan melalui desain label produk, pelatihan penguatan branding, pelatihan strategi pemasaran digital, dan pendampingan produksi konten media sosial selama beberapa bulan. Seluruh tahapan berlandaskan nilai pesantren: keikhlasan, kesederhanaan, kemandirian, ukhuwah Islamiyah, dan kebebasan. Hasil program menunjukkan peningkatan konsistensi identitas merek melalui pelabelan produk. Mitra melakukan rebranding menjadi Khizanah Beverage & Dessert agar selaras dengan unit usaha pesantren lainnya. Kapasitas pengelolaan media sosial meningkat, terlihat dari kenaikan pengikut dari 9 menjadi 137 serta konten promosi yang lebih menarik dan terstruktur. Pertumbuhan laba mencapai 91%. Secara keseluruhan, kegiatan ini berhasil menjawab permasalahan mitra, memperkuat daya saing La Tansa Beverage, dan meningkatkan kontribusi dalam lingkungan pesantren maupun masyarakat luas.
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Bahroni, I. (2012). Streamlining education institution through waqf enlargement: An experience of Gontor system. At-Ta’dib: Journal of Islamic Education, 7(1), 1–18.
https://doi.org/10.21111/at-tadib.v7i1.74
Dewi, Ni Putu Novy Candra. (2023). "Pentingnya Penerapan E-Commerce bagi Umkm sebagai Salah Satu Bentuk Pemasaran Digital dalam Menghadapi Revolusi Industri 4.0." Jurnal Pijar 1 (3): 566-577. doi:https://doi.org/10.65096/pmb.v1i3.570.
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https://doi.org/10.1016/j.ijinfomgt.2020.102168
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Habibah, R., Putra, N., & Mufit, F. (2023). Pemikiran KH Imam Zarkasyi tentang pendidikan Islam modern. At-Ta’dib: Journal of Islamic Education, 18(1), 87–101.
https://doi.org/10.21111/at-tadib.v18i1.9737
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement. Journal of Interactive Marketing, 45, 27–41.
https://doi.org/10.1016/j.intmar.2018.07.002
Ikhwana, Andri. 2021. "Strategi Bisnis Terintegrasi Antara Online dan Offline untuk Meningkatkan Pemasaran." Proceeding Seminal Nasional & Call For Papers 182-194. https://prosiding.stie-aas.ac.id/index.php/prosenas/article/view/111.
Ismagilova, E., Dwivedi, Y. K., & Slade, E. (2020). Perceived helpfulness of eWOM: The role of information quality and trust. Journal of Retailing and Consumer Services, 53.
https://doi.org/10.1016/j.jretconser.2019.01.004
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
https://doi.org/10.1016/j.bushor.2009.09.003
Khairunnisah, N. A. (2025). The effect of digital marketing on brand awareness in online business. Sentri: Journal of Social and Economic Research, 4(1), 112–124.
https://doi.org/10.55681/sentri.v4i1.4828
Khumairah, Galuh Vida. 2020. "Implementation of The Wakalah Bil Ujrah Agreement in Management of Health Protection Products at Prudential Sharia Sidoarjo Branch." Jurnal Ekonomi Syariah Teori dan Terapan 7 (10): 1944-1960. doi:10.20473/vol7iss202010.
Kurniawan, Dhika Amalia. (2025). "Pendampingan Manajemen Usaha dan Pemasaran pada UMKM Krecek Krupuk “Bu Nor” di Ponorogo." CENDEKIA 7 (1): 30-37. doi:http://dx.doi.org/10.32503/Cendekia.v7i1.6345.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from traditional to digital. Wiley.
https://doi.org/10.1002/9781119341208
Mahmud, M., & Masalam, F. (2024). Komunikasi Pemasaran Syariah: Sinergi Antara Nilai Religius Dan Strategi Branding. El-Fata: Journal of Sharia Economics and Islamic Education, 3(2), 270–284. https://doi.org/10.61169/EL-FATA.V3I2.260
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https://doi.org/10.21111/educan.v5i2.6475
Parasari, N. S. M. (2025). Digital marketing strategy in strengthening brand awareness. Jurnal Manajemen dan Kewirausahaan, 27(1), 45–56.
https://doi.org/10.9744/jmk.27.1.45-56
Purnomo, M., Mamuko, D. T., & Walangare, C. M. (2024). Social media content marketing strategy for MSME brand awareness. Jurnal Ekonomi, Manajemen dan Sosial Indonesia, 6(2), 132–141.
https://doi.org/10.55927/jemsi.v6i2.9967
Setiawan, I. N., Widiastuti, C. T., & Puspitasari, W. (2023). Analisis Strategi Pemasaran Produk dalam Upaya Meningkatkan Laba dan Penjualan. Jurnal Cakrawala Ilmiah, 2(7), 2893–2904. https://doi.org/10.53625/JCIJURNALCAKRAWALAILMIAH.V2I7.5273
Syamsuri. (2023). "Implementation of Panca Jangka as a Strategy to Develop the Pesantren Gontor." SANTRI:Jurnal of Pesantren and Fiqh Sosial 4 (2): 177-194. doi:https://doi.org/10.35878/santri.
Syamsuri, S. (2023). Manajemen pendidikan Pondok Modern Darussalam Gontor dalam perspektif Panca Jangka. At-Ta’dib: Journal of Islamic Education, 18(2), 175–190.
https://doi.org/10.21111/at-tadib.v18i2.10345
Tuten, T. L., & Solomon, M. R. (2020). Social media marketing (3rd ed.). Sage Publications.
https://doi.org/10.4135/9781529731996
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing. International Journal of Data and Network Science, 5(3), 381–390.
https://doi.org/10.5267/j.ijdns.2021.6.011
Wibowo, Didik Usman. 2022. "Pengaruh Social Media Marketing terhadap Kesadaran Merek, Citra Merek dan Kepuasan Konsumen." Jurnal Administrasi Bisnis 16 (1): 130-137. doi:https://doi.org/10.21776/ub.profit.2022.-16.01.14.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities. Telematics and Informatics, 34(7), 1294–1307.
https://doi.org/10.1016/j.tele.2017.06.001
Zarkasyi, Hamid Fahmy. (2015). "Modern Pondok Pesantren: Maintaining Tradition in Modern System." TSAQAFAH 11 (2): 223-248. doi:http://dx.doi.org/10.21111/tsaqafah.v11i2.267.
Zarkasyi, H. F. (2020). Imam Zarkasyi’s Modernization of Pesantren in Indonesia. QIJIS: Qudus International Journal of Islamic Studies, 8(1), 161–200.
https://doi.org/10.21043/qijis.v8i1.5760
Published
2026-06-30
How to Cite
MAEMUNAH, Hayatul et al.
Pendampingan Revitalisasi Pemasaran La Tansa Beverage berbasis Nilai Kepesantrenan melalui Penguatan Merek dan Digitalisasi Marketing.
Cendekia : Jurnal Pengabdian Masyarakat, [S.l.], v. 8, n. 1, p. 54-72, june 2026.
ISSN 2685-130X.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/CENDEKIA/article/view/8615>. Date accessed: 15 apr. 2026.
doi: https://doi.org/10.32503/cendekia.v8i1.8615.
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