Pendampingan Penguatan Brand dan Legalitas Usaha Tenant DigiHome untuk Produk Smart Plug Berbasis IoT

Abstract

This community service activity aims to assist the DigiHome Team an entrepreneurial student group from Politeknik Negeri Jember in strengthening the sales strategy for DIGIPLUG, an Internet of Things (IoT)-based smart plug that monitors electrical power consumption (voltage, current, watt, kWh) in real-time and remotely controls electrical devices via a Flutter-based mobile application. Despite significant technological advantages including the ESP32-C3 Mini microcontroller, PZEM-004T power sensor, encrypted MQTT communication, and integrated overcurrent protection the team lacked a standardized brand identity, digital marketing strategy, and adequate business legality. Implementation methods comprised four stages: (1) initial assessment through field observation and SWOT analysis; (2) brand-strengthening workshop covering logo design, brand guidelines, and product packaging; (3) digital marketing strategy implementation through marketplace platforms, social media, and a product website; and (4) business legality assistance including Business Identification Number (NIB) registration and trademark registration of DIGIHOME/DIGIPLUG at the Directorate General of Intellectual Property (DJKI). Results indicate the establishment of a professional DigiHome brand identity, activation of two marketplace stores and two official social media accounts, and fulfillment of basic business legality requirements. Seven of eight program indicators (75%) were fully achieved. This program serves as a replicable mentoring model for technology-based SMEs in strengthening the competitiveness of innovative local products.