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PENDAMPINGAN BRANDING, PACKAGING DAN DIGITAL MARKETING PADA PRODUK OLAHAN SINGKONG BAGI PELAKU UMKM
Abstract
ABSTRAK
Usaha Mikro, Kecil, dan Menengah (UMKM) memegang peran penting dalam perekonomian Indonesia. Namun, adaptasi dan inovasi terhadap perkembangan digital merupakan tantangan utama, khususnya bagi UMKM di Kecamatan Bumi Nabung, Lampung Tengah yang bergerak dalam produk olahan singkong. Artikel ini mengkaji implementasi program pendampingan yang bertujuan untuk meningkatkan kapasitas UMKM di bidang branding, packaging, dan digital marketing. Melalui metode partisipatif dan pendekatan kualitatif, program ini dilaksanakan melalui serangkaian pelatihan, diskusi, dan praktek lapangan. Hasil menunjukkan peningkatan signifikan dalam pengetahuan dan keterampilan pelaku UMKM. Meskipun demikian, kendala teknologi informasi menjadi hambatan utama yang memerlukan dukungan berkelanjutan dan sumber daya tambahan. Penelitian ini menggarisbawahi pentingnya pendekatan holistik dan terintegrasi dalam pengembangan UMKM dan menunjukkan potensi dampak jangka panjang program ini terhadap keberlanjutan dan daya saing UMKM di Indonesia.
Kata Kunci : Digital Marketing, Pendampingan UMKM, Produk Olahan Singkong
ABSTRACT
Micro, Small and Medium Enterprises (MSMEs) play an important role in the Indonesian economy. However, adaptation and innovation to digital developments are major challenges, especially for MSMEs in Bumi Nabung District, Central Lampung which are engaged in processed cassava products. This article examines the implementation of mentoring programs aimed at increasing the capacity of MSMEs in the fields of branding, packaging, and digital marketing. Through participatory methods and qualitative approaches, this program is implemented through a series of training, discussions, and field practices. The results showed a significant increase in the knowledge and skills of MSME actors. However, information technology constraints are a major obstacle that requires ongoing support and additional resources. This research underscores the importance of a holistic and integrated approach in MSME development and shows the potential long-term impact of this program on the sustainability and competitiveness of MSMEs in Indonesia.
Keywords: Cassava Processed Products, Digital Marketing, MSME Assistance
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