Pendampingan Peningkatan Kualitas Produk UMKM melalui Digital Marketing dan branding serta Inovasi Kemasan di Kelurahan Kilasah Kecamatan Kasemen

Abstract

The issues faced by MSME actors in Kilasah village include difficulties in expanding their businesses to a wider consumer and customer reach due to the quality of their products not being easily recognized by many people. This can happen due to several factors, namely; a lack of knowledge about current marketing strategies, the absence of branding that can enhance sales quality, a lack of innovative packaging that can increase consumer and customer appeal, and an inability to utilize information technology as an alternative for digital marketing. Some of the small and medium enterprises (SMEs) found in Kilasah Village include Mang Ompong's skewered meatballs, roadside coconut ice, Seblak, Karedok, Cuangki meatballs, Cendol ice, and Umpe peanuts, along with many other SMEs. Almost all of these MSME products are marketed every day using conventional methods, such as being sold on the roadside with small stalls and using mobile carts. However, the peanut MSME still employs a seasonal marketing method, selling only during Islamic celebration days, which occur once a year. Therefore, the PkM team is optimistic about providing assistance in the creation of packaging innovations, branding, and digital marketing to enhance the quality of the UMKM umpet peanuts, which are considered to require more support. The implementation of the program goes through several stages that serve as the method for community service, namely the observation stage, preparation stage, implementation stage, and evaluation stage. The results of the mapping have a significant impact on improving the quality of the Umpet peanut MSME products. Assistance in creating packaging innovations and branding for Umpet peanut MSME products is essential to enhance the appeal to potential consumers and customers, as well as to sustain the business so that it continues to operate and grow. Assistance in creating Instagram social media accounts can enhance product quality in sales, reach a wider market, sustain the business, compete with other MSME players, and develop the business for further advancement.