PELATIHAN DIGITAL BRANDING DAN DESAIN KEMASAN INOVATIF UNTUK PENINGKATAN DAYA SAING UMKM DI ERA SOCIETY 5.0 - Khairunnisa, Delta; Adawiyah, Arabiatul; Almaniar, Siska; Saputra, Al -Man Raffli; Herawaty, Zalsabila (Universitas Muhammadiyah Mataram, 2025)
Abstrak: Program pengabdian masyarakat ini dilatarbelakangi permasalahan yang dihadapi oleh mitra (Kemplang Bakar Harun). Ada tiga aspek utama yang menjadi fokus perhatian, yaitu produksi, kemasan dan pemasaran. Pada aspek produksi, tidak terdokumentasikannya proses produksi sehingga keterjaminan mutu produk sulit untuk diraih. Pada aspek kemasan, belum mencerminkan identitas produk secara kuat. Dan pada aspek pemasaran, belum melakukan pendekatan digital yang sistematis. Tujuan pengabdian ini adalah memberikan pelatihan kepada mitra mengenai digital branding, desain kemasan, dan pemasaran digital. Metode yang digunakan meliputi beberapa tahapan, yaitu sosialisasi, pelatihan, penerapan teknologi, pendampingan dan evaluasi serta keberlanjutan program. Kegiatan pelatihan telah dilaksanakan pada hari Selasa, tanggal 19 Agustus 2025, mulai pukul 09.00 hingga 15.00 WIB, bertempat di lokasi mitra. Jumlah peserta yang hadir sebanyak 30 orang. Berdasarkan rekapitulasi kuesioner, rata-rata 82,80% menyatakan bahwa pelatihan bermanfaat dan menambah keterampilan baru. Hasil yang diperoleh dari kegiatan pengabdian ini berupa dokumen Standar Operasional Prosedur (SOP) produksi Kemplang Bakar, kemasan baru yang inovatif, dan katalog digital pada website.Abstract: This community service program was motivated by the problems faced by the partner (Harun's Kemplang Bakar). There are three main aspects that are the focus of attention, namely production, packaging and marketing. In the production aspect, the production process is not documented so that product quality assurance is difficult to achieve. In the packaging aspect, it does not yet reflect the product identity strongly. And in the marketing aspect, a systematic digital approach has not been implemented. The purpose of this service is to provide training to partners on digital branding, packaging design, and digital marketing. The method used includes several stages, namely socialization, training, technology implementation, mentoring and evaluation as well as program sustainability. The training activity was held on Tuesday, August 19, 2025, from 09.00 to 15.00 WIB, located at the partner's location. The number of participants in attendance was 30 people. Based on the questionnaire recapitulation, an average of 82.80% stated that the training was useful and added new skills. The results obtained from this community service activity were a Standard Operating Procedure (SOP) document for Kemplang Bakar production, innovative new packaging, and a digital catalog on the website.