Building the Competitiveness of deMOMque MSMEs Through Strengthening Financial Recording, Digital Marketing, and Rebranding
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Abstract
deMOMque is a micro-scale soybean milk beverage enterprise that faces limitations in financial recording, digital marketing, and brand identity consistency following its name change from Kedai MamaQ to deMOMque. These conditions indicate the need for integrated assistance to improve business management, expand market reach, and establish a consistent brand identity. This program aimed to improve financial management capabilities, develop digital marketing, and strengthen the rebranding process of deMOMque according to the enterprise’s needs. The assistance was conducted at Jalan Rangkah II No. 103, Tambaksari, Surabaya, from March to June 2026 using a participatory approach and qualitative data collection through observation, interviews, discussions, and direct mentoring of the business owner. Problems were identified using the 5W+1H framework, followed by three main interventions: developing spreadsheet-based financial records, strengthening marketing through TikTok, and applying the new brand identity consistently across promotional media and Google Maps. The program produced a spreadsheet-based system for daily transaction recording and monthly recapitulation, enabling the owner to monitor income, expenses, and balances more systematically and providing a supporting user guide. In digital marketing, the TikTok account @demomque_susukedelai was managed more actively, and the owner became able to use the live-streaming feature independently to interact with consumers. In rebranding, the program produced a business banner and product flyer using the deMOMque identity and updated the Google Maps business profile with the logo, location photographs, and product photographs. The assistance generated positive changes in financial management, digital marketing, and brand identity consistency. Integrating these three interventions provides a practical approach to strengthening management capacity and supporting the competitiveness and sustainability of deMOMque.
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