LPPM UNMER MALANG ABDIMAS: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Vol.6(2) May 2021, 166-175 p-ISSN: 2721-138X e-ISSN: 2548-7159 hƩp://jurnal.unmer.ac.id/index.php/jpkm Pendampingan dan Pengembangan Produk Udeng Sangga Braja dalam Rangka Melestarikan Ciri Khas Kota Batu Shannaz Mutiara Deniar 1 , Yeyen Pratika 2 , Tonny Dian Effendi 1 1 Departemen Hubungan Internasional, Fakultas Ilmu Sosial dan Ilmu Politik, 2 Departemen Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang Jl. Raya Tlogomas Malang, 65144, Indonesia ARTICLE INFO Received: 2020-12-16 Revised: 2021-02-09 Accepted: 2021-04-17 Keywords: Public service Batu city, Culture, Local wisdom, Marketing, Udeng ABSTRACT This community service program focuses on mentoring and developing small business based on culture. The partner of this activity is Paguyuban Sangga Braja which is located in Batu City. Paguyuban Sangga Braja has a cultural product called as udeng or the typical headband of Batu City. This udeng is designed with an emphasis on the history, philosophy and local wisdom of Batu City which also aims to become a traditional characteristic of Batu City. The problem faced by partner is that partner has an expectation that this cultural product will become a characteristic of Batu City, unfortunately people of Batu City are still not aware with the existence of this udeng. So, problem focus in this program is related to the marketing of this udeng in Batu City so that it is better known by public. To overcome this problem, the community service team helps partner in terms of assistance and improvement from the marketing aspect. Visual video and booklet used were chosen as the right alternative at that moment because it can be used to inform people about the existence of udeng and increase public awareness of this product in Batu City. In addition, the team also provided assistance to the IPR registration so that the copyright of Udeng could be more secure. The results of this community service show quite good results with video and booklet containing the philosophy and ways of using udeng as a marketing medium and an IPR certificate to protect the copyright of this udeng. © 2021 Published by University of Merdeka Malang. This is an open access article distributed under the CC BY-SA 4.0 license (https://creativecommons.org/licenses/by-sa/4.0/) How to cite: Deniar, S. M., Pratika, Y., & Effendi, T. D. (2021). Pendampingan dan Pengembangan Produk Udeng Sangga Braja dalam Rangka Melestarikan Ciri Khas Kota Batu. Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 6(2), 166-175. https://doi.org/10.26905/abdimas.v6i2.5171 Corresponding Author: Yeyen Pratika: Tel. +62 341 551149 │E-mail: yeyenpratika@umm.ac.id 1. PENDAHULUAN Kota Batu adalah kota pariwisata berbasis pertanian di Provinsi Jawa Timur. Selain sebagai kota pariwisata, Kota Batu menyimpan sejarah dan budaya yang penting untuk dipelajari sekaligus dilestarikan. Situs Candi Songgoriti dan Gunung Panderman memuat sejarah panjang masyarakat di area Malang Raya mulai pada masa Kerajaan Kahuripan sampai kepada Singosari. Di sisi lain, masyarakat Kota Batu