Campuranom, Central Java – July 22, 2026 – As part of the Community Service Program (KKN-T IDBU Team 21), Shinta Malinda Nabilah, a Business Administration student from the Faculty of Social and Political Sciences, Diponegoro University, carried out a community empowerment program to support the development of Mie Ayam Echo Roso, a local culinary micro, small, and medium-sized enterprise (MSME) in Campuranom Village, Bansari District, Temanggung Regency.
The initiative focused on strengthening the business’s identity and digital presence through a comprehensive rebranding strategy, Google Maps registration, and artificial intelligence (AI)-based marketing education. The program was designed to enhance the business’s visibility, accessibility, and marketing capabilities in today’s increasingly digital business environment.
The idea emerged from direct field observations. Although Mie Ayam Echo Roso had consistently maintained the quality of its products and already had loyal customers, the business lacked a strong visual identity and had not yet been listed on digital maps. As a result, potential customers from outside the village often experienced difficulties locating the restaurant.
The program began with the redesign of the business logo to create a more memorable brand identity, followed by the production and installation of a new storefront banner. The business was then registered on Google Maps, complete with its location coordinates, operating hours, and business category, allowing customers to easily find the restaurant when searching for nearby dining options using their smartphones.
In addition, the program introduced the business owner to the practical use of artificial intelligence (AI) for digital marketing purposes. Through hands-on training, the owner learned how to generate engaging promotional captions, design marketing posters using AI-powered applications, and understand the ethical use of artificial intelligence in business activities. The practical approach was intended to ensure that these digital skills could continue to be utilized independently after the completion of the KKN program.
The owner of Mie Ayam Echo Roso expressed appreciation for the initiative, noting that the restaurant’s refreshed appearance had increased customer confidence in recommending the business to others. Furthermore, the Google Maps registration had already begun attracting new customers from outside the village within just a few days of implementation.
This community empowerment initiative reflects the practical application of knowledge acquired in the Business Administration Study Program while demonstrating Diponegoro University’s commitment to supporting local economic development through student-led community engagement. By combining business branding, digital mapping, and AI-assisted marketing, the program provides sustainable solutions that help local MSMEs improve their competitiveness in the digital era.
The program also contributes to the achievement of several United Nations Sustainable Development Goals (SDGs), particularly SDG 8: Decent Work and Economic Growth by supporting the sustainability and competitiveness of local MSMEs, SDG 9: Industry, Innovation and Infrastructure through the adoption of Google Maps and artificial intelligence as digital business innovations, and SDG 4: Quality Education by providing practical digital skills that can be continuously applied by business owners.
For Shinta, the program demonstrates that the contribution of KKN students does not always require large-scale interventions. Sometimes, meaningful impact comes from simple yet targeted solutions such as creating a stronger brand identity, improving business accessibility, and equipping entrepreneurs with practical digital skills that continue to benefit them long after the community service program has ended.