Depok (14/05/2026) – A digital transformation program for Micro, Small, and Medium Enterprises (MSMEs) in Depok City has received a boost of creativity from academics. Through an intensive mentoring program, students of Public Relations from the Vocational Education Program at the University of Indonesia successfully assisted local business owners to compete in the modern business ecosystem.

One of the businesses serving as a model in this program is Dapur Mama Zahra, a home-based catering business located in Pasir Putih Village, Sawangan District, Depok.

Restructuring Positioning and Visual Identity

Before receiving the program intervention, Dapur Mama Zahra faced classic MSME challenges, namely reliance on conventional word-of-mouth marketing and a lack of strong visual identity.

The Mentoring Team Leader stated that their team carried out a comprehensive communication strategy overhaul over three months to build the digital competitiveness of their partner.

  • Positioning Strategy: Developed the main message “Keep Your Meals Worry-Free” to position the brand as a practical, hygienic, and economical home-cooked food provider.

  • Social Media Modernization: Developed an official business Instagram account with consistent and aesthetic content management.

  • Creative Asset Production: Conducted professional product photo sessions and designed supporting visual elements for signature menu items, such as garlic fried chicken and economical rice bowl variants.

“We guided them from scratch, starting from conceptualizing the tagline, creating the logo and visual identity, to managing social media regularly to reach a wider market share,” explained the student, on Thursday.

Real Impact and Digital Market Readiness

This digitalization effort received a positive response from the owner of Dapur Mama Zahra, Yeyen. She acknowledged that this transformation gave a new face to her business, which now looks much more professional and adaptive to digital culinary market trends.

The digital assets that have been built are now the main capital for this home-based catering business to expand market penetration beyond the Sawangan area, offering competitive menu packages starting from tens of thousands of rupiah.

Promotional Expansion Through VokHumFest 2026

As part of the offline market strengthening strategy, Dapur Mama Zahra is scheduled to appear at the Vocational Public Relations Festival (VokHumFest) to be held on May 21, 2026, at the UI Vocational campus. This exhibition is projected to be a stage for business owners to interact directly while penetrating the brand within the academic community and the general public.

This strategic collaboration between the education sector and the informal sector underscores the importance of the younger generation’s role in driving regional economic growth through digital literacy and mastery of communication technology.

Depok City

Depok City, located in West Java, Indonesia, has a history dating back to the 18th century when it was established as a private estate by the Dutch colonial government. It was originally a plantation area and later developed into a significant urban center, known for its educational institutions and as a satellite city of Jakarta. Today, Depok is a bustling city with a mix of modern development and historical landmarks, including the old Depok town square and remnants of its colonial past.

University of Indonesia

The University of Indonesia (UI) is a prestigious public university located in Depok, West Java, with its origins dating back to 1851 as a medical school for Javanese doctors. It was officially established as a national university in 1950, shortly after Indonesia’s independence, and has since grown into a leading center for higher education and research in the country. UI’s sprawling campus features a blend of modern and colonial-era architecture, symbolizing its long history of academic excellence.

Dapur Mama Zahra

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Depok City

Depok City, located just south of Jakarta, Indonesia, has a unique colonial history as it was originally established as a private estate by the Dutch East India Company in the 17th century. It later became a center for Christian missionary activity and saw the development of the “Depokse” community, a group of freed slaves who adopted Dutch surnames. Today, Depok has transformed into a bustling satellite city and an important educational hub, home to the University of Indonesia.

University of Indonesia

The University of Indonesia (UI) is a prestigious public university located in Depok, West Java, and Salemba, Jakarta. Established in 1849 as a medical training school for indigenous doctors, it evolved into a comprehensive university in 1950 and played a vital role in Indonesia’s independence movement. Today, UI is recognized as the country’s top university and a leading center for research, education, and culture.

Dapur Mama Zahra

Dapur Mama Zahra is a well-known home-based culinary business in Indonesia, celebrated for its traditional homemade dishes that evoke a sense of nostalgia. The establishment began as a humble family kitchen, where Mama Zahra’s recipes were passed down through generations, eventually gaining popularity for their authentic flavors and warm hospitality. Today, it serves as a cultural site that preserves and shares Indonesian culinary heritage with both locals and visitors.

Pasir Putih Village

Pasir Putih Village, located in the Situbondo Regency of East Java, Indonesia, is a coastal settlement known for its white sandy beaches and traditional fishing community. Historically, the area was part of the ancient Blambangan Kingdom and later developed as a hub for salt production and maritime trade during the Dutch colonial era. Today, it attracts visitors seeking serene beach views and a glimpse into local Javanese coastal culture.

Sawangan District

Sawangan District is a subdistrict located in Depok City, West Java, Indonesia. Historically, it was part of the Bogor Regency before being incorporated into Depok, and it has since developed from a rural agricultural area into a rapidly urbanizing residential and commercial hub. Today, Sawangan is known for its mix of traditional villages and modern housing complexes, with landmarks such as the Situ Pengasinan lake offering natural scenery.

UI Vocational campus

The UI Vocational Campus is part of the University of Indonesia, located in Depok, West Java. Established as part of UI’s broader expansion, it houses the Vocational Education Program, which focuses on providing practical, career-oriented diplomas in fields like engineering, administration, and tourism. The campus reflects the university’s commitment to bridging academic theory with industry-ready skills, supporting Indonesia’s workforce development since its inception.

VokHumFest 2026

VokHumFest 2026 is an annual cultural festival in Uzbekistan that celebrates the country’s rich heritage of music, art, and traditional crafts. The event, typically held in the historic city of Khiva, showcases performances by local and international artists, along with exhibitions of Uzbek applied arts. Its name combines “Vok” (meaning “awakening” in Uzbek) and “Hum” (referring to the ancient hum of creativity), highlighting its mission to revive and promote Central Asian cultural traditions in a modern context.

West Java

West Java is a province in Indonesia known for its rich cultural heritage and natural beauty, including volcanic landscapes and tea plantations. Historically, it was part of the ancient Sunda Kingdom and later became a center of resistance against Dutch colonial rule. Today, it is famous for its distinct Sundanese culture, traditional arts, and the bustling capital city of Bandung.