PEMBERDAYAAN UMKM KRIPIK TEMPE MELALUI PENGUATAN BRANDING, PACKAGING, DAN DIGITAL MARKETING DALAM MENINGKATKAN DAYA SAING PRODUK LOKAL

Imro'atus Sholihah; Haqiqotus Sa'adah

Authors

Imro'atus Sholihah Sekolah Tinggi Agama Islam Al-Utsmani Bondowoso, Indonesia
Haqiqotus Sa'adah Sekolah Tinggi Agama Islam Al-Utsmani Bondowoso, Indonesia

Keywords:

Tempeh chips UMKM, Branding, Packaging, Digital Marketing, Local Product Competitiveness

Abstract

This community service program aimed to enhance the competitiveness of tempeh chips micro, small, and medium enterprises (UMKM) in Pekauman Village, Grujugan District, Bondowoso Regency through strengthening branding, packaging, and digital marketing. The program employed a participatory empowerment approach consisting of problem identification, program planning, training, mentoring, monitoring, and evaluation stages. Initial observations revealed that product marketing was limited to the local village area, packaging was still simple and unattractive, and the utilization of digital media for promotion was minimal. The activities included training on brand identity development, logo creation, product labeling, packaging redesign, and digital marketing through social media and online marketplaces. The results demonstrated an improvement in participants’ knowledge and skills in building product branding, developing attractive packaging, and utilizing digital platforms as marketing tools. Furthermore, the tempeh chips products gained a more professional appearance and reached broader market segments compared to the pre-program condition. The program concludes that the integration of branding, packaging, and digital marketing is an effective strategy for improving the competitiveness of local products, expanding market access, and supporting the sustainability of UMKM in rural communities

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