Peningkatan Product Branding Pengrajin Kemplang melalui Pendampingan Digital Content Production Berbasis Media Sosial di Desa Tebing Gerinting - Dwi Hasmidyani; Budiman, Muhammad Akbar; Riswan Jaenudin; Beny Dwi Saputra (J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat), 2026)
ABSTRAK Desa Tebing Gerinting, Kecamatan Indralaya Selatan, Kabupaten Ogan Ilir, merupakan salah satu sentra produksi kemplang panggang terbesar di Sumatera Selatan dan memiliki potensi besar dalam pengembangan industri makanan khas daerah. Namun, pengrajin kemplang di desa ini masih menghadapi berbagai permasalahan terkait aspek Product Branding dan Pembuatan Konten untuk Media Sosial yang menghambat perkembangan usaha mereka. Kegiatan pengabdian ini bertujuan untuk: (1) memberikan pelatihan dan pendampingan product branding agar produk lebih mudah dikenali oleh konsumen; dan (2) meningkatkan kemampuan pengrajin dalam memanfaatkan media sosial melalui pembuatan konten digital yang konsisten untuk mendorong awareness. Metode pelaksanaan meliputi sosialisasi, pelatihan, pendampingan, dan evaluasi. Evaluasi hasil pelaksanaan dilakukan berdasarkan strategi branding logo usaha, penggunaan media sosial Instagram, tiktok, dan Facebook, serta pembuatan konten di media sosial. Setiap aspek dievaluasi menggunakan instrumen observasi dan pedoman penilaian. Hasil kegiatan menunjukkan 100% pengrajin kemplang berhasil membuat logo sebagai branding usahanya, 100% pengrajin kemplang sudah memiliki akun media sosial Instagram, tiktok, dan Facebook, serta berhasil membuat konten untuk diunggah di media sosial. Kata kunci: Product Branding; Konten Digital; Media Sosial; Pengrajin Kemplang; Pemberdayaan UMKM; Pemasaran Digital   ABSTRACT Tebing Gerinting Village, located in Indralaya Selatan District, Ogan Ilir Regency, is one of the largest kemplang (traditional grilled fish cracker) production centers in South Sumatra and has significant potential for developing local food-based industries. However, local artisans continue to face challenges related to product branding and the creation of social media content, which hinder the growth of their businesses. This community engagement program aimed to: (1) provide training and mentoring on product branding to help artisans develop recognizable brand identities; and (2) enhance their ability to utilize social media through consistent digital content creation to increase product awareness. The implementation methods included socialization, training, mentoring, and evaluation. The evaluation focused on three key aspects: branding through logo development, the use of Instagram, TikTok, and Facebook for business promotion, and the production of social media content. Each aspect was assessed using observation instruments and scoring rubrics. The results indicate that 100% of participating artisans successfully created logos as part of their branding strategy, 100% established business accounts on Instagram, TikTok, and Facebook, and all participants produced content ready for upload on their social media platforms. These outcomes demonstrate significant improvements in branding capability and digital marketing readiness among the artisans. Keywords: Product Branding; Digital Content; Social Media; Kemplang Artisans; MSME Empowerment; Digital Marketing