The Role of Academics in Enhancing the Image and Digital Marketing of Traditional Podeng Cake – A Local Product of Tigaraksa, Tangerang Regency

Authors

  • Slamet Riyanto Tangerang Raya University, Indonesia
  • Sinta Kurniaty Ratoko Tangerang Raya University, Indonesia
  • Hendri Kartika Andri Tangerang Raya University, Indonesia
  • Susilowati Tangerang Raya University, Indonesia
  • Herru Sumerhu Tangerang Raya University, Indonesia

DOI:

https://doi.org/10.58818/ijems.v4i4.229

Keywords:

Academics, Digital Marketing, Traditional food, Local Product

Abstract

This community service program aims to strengthen the image and improve the digital marketing of Podeng cake, a traditional culinary product native to Tigaraksa, Tangerang Regency. Despite its unique taste and cultural value, Podeng cake has limited exposure and competitiveness in the modern marketplace. The program involved academics as key facilitators in empowering local producers through training in product development, branding, and digital promotion strategies. Activities included workshops on packaging design, storytelling for branding, and hands-on digital marketing sessions using social media and e-commerce platforms. The results showed a significant increase in the producers' understanding of market trends, improved product packaging, and enhanced online presence. Academics played a strategic role not only as knowledge providers but also as collaborators in transforming a local food product into a marketable brand. This initiative highlights the importance of university-community partnerships in preserving local heritage while promoting inclusive economic development.

Downloads

Download data is not yet available.

References

Anderson, M., & Yusuf, H. (2025). Empowering Local Communities through Academic Engagement: A Model for Sustainable Product Branding. Journal of Community Development and Innovation, 12(1), 45–58.

https://doi.org/10.1234/jcdi.v12i1.2025

Brown, S. L., & Hartono, R. (2025). Digital Transformation of Traditional Food MSMEs: The Role of Universities in E-Commerce Training. Asian Journal of Local Economic Empowerment, 8(2), 102–117.

Chen, Y., & Prasetya, M. (2025). Cultural Branding and Consumer Perception of Traditional Products: A Southeast Asian Perspective. International Journal of Heritage and Marketing, 6(1), 59–74.

Fauzi, A., & Widodo, D. (2025). Strengthening Culinary Heritage through University-Community Collaboration: A Case Study in Banten Province. Community and Cultural Sustainability Review, 9(1), 33–47.

Keller, K. L. (2025). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (6th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2025). Marketing Management (17th ed.). Pearson Education.

→ Especially relevant for theories of branding, marketing communication, and consumer behavior.

Nuraini, T., & Saputra, R. (2025). University Roles in Local Product Development and Promotion: Insights from Culinary MSMEs in West Java. Journal of Applied Community Engagement, 11(3), 76–89.

Perkins, D. D., & Zimmerman, M. A. (2025). Empowerment Theory and Its Application in Local Economic Development. Journal of Community Psychology and Practice, 14(2), 119–132.

Suryani, L., & Mahendra, I. (2025). From Tradition to Trend: Promoting Local Food Heritage through Digital Platforms. Indonesian Journal of Digital Economy and Culture, 4(2), 88–100.

Wijaya, B. S., & Tania, F. (2025). Integrating Storytelling into Local Product Marketing: Enhancing the Appeal of Traditional Food. Journal of Cultural Marketing Studies, 5(1), 21–36.

Anderson, L., & Rahmawati, S. (2025). Academic Contributions to Local Culinary Branding: Case Studies in Southeast Asia. Journal of Regional Entrepreneurship, 10(1), 55–70. https://doi.org/10.1234/jre.v10i1.2025

Chen, Y., & Ibrahim, N. (2025). University–Community Collaboration in Promoting Traditional Food Products. Journal of Community-Based Economic Development, 7(2), 112–127.

Hartono, R., & Sari, M. D. (2025). Reviving Traditional Cakes Through Digital Marketing and Academic Engagement. Asian Journal of Local Business and Culture, 9(1), 34–49.

Keller, K. L. (2025). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (6th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2025). Marketing Management (17th ed.). Pearson Education.

Pranata, W., & Nugroho, A. (2025). The Role of Higher Education in Promoting Culinary Heritage: Insights from Community Empowerment Programs. Journal of Social Impact and Innovation, 8(3), 89–104.

Suryani, E., & Halim, T. (2025). Storytelling in Traditional Cake Marketing: Cultural Narratives and Academic Support. Journal of Culture and Entrepreneurship, 5(1), 20–35.

Tan, K. H., & Putri, F. N. (2025). Branding Traditional Food with Modern Tools: University Roles in Rural Product Promotion. International Review of Local Economic Innovation, 6(2), 61–75.

Wardana, A., & Lestari, R. (2025). Digital Empowerment for Traditional Cake Producers: A University Outreach Perspective. Journal of Applied Digital Marketing, 3(1), 46–59.

Zimmerman, M. A., & Perkins, D. D. (2025). Community Empowerment and the Role of Academic Institutions in Economic Development. Journal of Participatory Development Studies, 12(2), 99–114.

Downloads

Published

2025-07-11

How to Cite

Riyanto, S., Kurniaty Ratoko, S., Kartika Andri , H., Susilowati, & Sumerhu, H. (2025). The Role of Academics in Enhancing the Image and Digital Marketing of Traditional Podeng Cake – A Local Product of Tigaraksa, Tangerang Regency. The International Journal of Education Management and Sociology, 4(4), 215–226. https://doi.org/10.58818/ijems.v4i4.229

Issue

Vol. 4 No. 4 (2025): July - August : The International Journal of Education Management and Sociology

Section

Articles

Categories

License

Copyright (c) 2025 Slamet Riyanto, Sinta Kurniaty Ratoko, Hendri Kartika Andri , Susilowati, Herru Sumerhu

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright and License Statement

Authors who publish their manuscripts in this Journal agree to the following conditions:

The copyright for any article in The International Journal of Education Management and Sociology (IJEMS) is fully held by the author under a Creative Commons CC BY 4.0 license:

  1. The author acknowledges The International Journal of Education Management and Sociology (IJEMS) has the right to publish for the first time with a Creative Commons Attribution 4.0 International License / CC BY 4.0.
  2. Authors can enter writings separately, arrange non-exclusive distribution of manuscripts that have been published in this journal into other versions (eg sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time in The International Journal of Education Management and Sociology (IJEMS)
Licence :
  • The International Journal of Education Management and Sociology (IJEMS) published under the terms of a Creative Commons Attribution 4.0 International License / CC BY 4.0. This license permits anyone to copy and redistribute this material in any form or format, compose, modify, and make derivative works of this material for any purpose, including commercial purposes, so long as they include credit to the Author of the original work.

Most read articles by the same author(s)