Efforts to strengthen the local economy continue to be intensified through digital innovation. Students participating in the Pembelajaran Luar Kampus (PLK) program from Universitas Negeri Yogyakarta (UNY) carried out a digital rebranding initiative for Usama Mikro, Kecil, Menengah (UMKM) in Duwet Hamlet, Banjarharjo, Kalibawang, Kulon Progo. The main focus of this activity was to assist in developing brand identity and digital marketing for the local rengginang business branded “Leo.”

The program was initiated by a PLK student group led by Entin Listiani, along with nine team members: Linda Dwi Rahmawati, Eko Wardoyo, Gadissya Putri Atyanto, Yunita Wahyu Faradina, Lintang Acantya Naraiswari Rahman, Bagus Ahmad Nur Fadilah, Septi Nuryani, Panca Azril Mutaqin, and Faiz Ahmad Qushayyi. This initiative represents a concrete contribution by students in supporting the digital transformation of UMKM.

In its implementation, the PLK team provided comprehensive assistance, including the creation of product catalogs, QRIS payment systems, Linktree setup, business email creation, product photography, and the use of social media platforms to expand market reach.

Team leader Entin Listiani explained that the program aims to enhance the competitiveness of local UMKM so they can survive and grow amid increasingly competitive market conditions. “Through this digital rebranding, we want to help UMKM not only be recognized locally but also have the opportunity to reach a wider market. We hope simple innovations such as improved packaging and digital marketing can significantly increase sales,” she said.

She added that the approach taken was not only technical but also participatory, involving the business owner in every stage of the process to ensure sustainability.

Meanwhile, Iswanta, the owner of the “Leo” rengginang business, expressed appreciation for the assistance provided by the UNY students. According to him, the program introduced new insights that he had never applied before in managing his business. “This activity is very beneficial for us. I now better understand the importance of product appearance and online marketing. Our products now look more attractive and are ready to compete,” he said.

Through this initiative, UNY PLK students not only applied the knowledge gained in lectures but also played an active role in community empowerment. The digital rebranding program is expected to be an initial step for UMKM in Duwet Hamlet to transform and adapt to technological developments, while strengthening the local economy based on village potential.

This program also aligns with the Sustainable Development Goals (SDGs), particularly SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 17 (Partnerships for the Goals), by encouraging innovation, economic empowerment, and collaborative development.