Pelatihan dan Pendampingan Digitalisasi Branding dan Strategi Bisnis pada UMKM Mitra Rumah BUMN Surabaya [Training and Mentoring for Digitalization of Branding and Business Strategy in MSMEs Partnered with Rumah BUMN Surabaya]

Abstract

The main problem in this thesis concerns legal protection for workers who are laid off and experience unilateral termination of employment which occurred at company X in general, there are several workers’ rights that must be protected, and by protecting these rights is hoped that it can create a better and fairer environment and provide welfare for all workers. Legal protection for workers is regulated in Law No. 13 of 2003 concerning employment and Law No.11 of 2020 concerning job creation. The purpose of this study is so that everyone knows that workers have rights that must be protected by legal protection without any discriminatory treatment under employment laws and regulations. The discussion of this study is: 1. The basis of the regulation of legislation from the Termination of Employment. 2. Legal protection for workers who are laid off and experience unilateral termination of employment. The research method used is empirical/juridical sociological research, utilizing observation, interviews, and literature studies. The results of this study prove that company X laid off or terminated its employees due to a decrease in income. Therefore, Company X  decided to reduce the number of employees as a last step to reduce losses.

Abstrak. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas branding dan strategi bisnis UMKM melalui pelatihan dan pendampingan intensif kepada beberapa UMKM mitra Rumah BUMN Surabaya. Pendampingan difokuskan pada tiga aspek utama: penyusunan Business Model Canvas (BMC), pembuatan Company Profile, dan desain moodboard Instagram. Kegiatan dilaksanakan oleh tiga mahasiswa magang selama tiga bulan dengan metode observasi, wawancara, workshop, dan evaluasi kuantitatif serta kualitatif. Hasil kegiatan menunjukkan bahwa UMKM mengalami peningkatan dalam memahami segmentasi pasar, memperkuat identitas brand digital, serta menyiapkan materi promosi yang profesional. Lebih dari 85% responden menyatakan puas terhadap tampilan Instagram baru dan profil usaha yang disusun. Artikel ini menekankan pentingnya pendekatan terstruktur dan kolaboratif dalam mendukung UMKM bertransformasi di era digital.