Pemberdayaan UMKM Berdaya Saing melalui Branding dan Teknologi

Kristianto, Fesa
Broto, Taukhid
Salsabila, Marza

Abditeknika - Jurnal Pengabdian Kepada Masyarakat
Vol. 5 No. 2 (2025): Oktober

Program Pengabdian Kepada Masyarakat (PKM) ini bertujuan untuk mendigitalisasi usaha mikro, kecil, dan menengah (UMKM) khususnya Kedai Nona Snack & Dessert di Kendal, Jawa Tengah, melalui penerapan teknologi pemasaran digital. Melalui pengembangan Branding Guideline, pembangunan toko online di platform e-commerce seperti ShopeeFood dan GrabFood, serta optimalisasi media sosial dan WhatsApp Business, program ini berhasil meningkatkan branding dan daya saing UMKM. Selain itu, program ini juga mengajarkan strategi pemasaran digital, meningkatkan visibilitas produk, dan memperluas pasar Kedai Nona. Evaluasi program menunjukkan peningkatan signifikan dalam omzet penjualan dan keterlibatan pelanggan. Rekomendasi untuk penelitian selanjutnya mencakup pelatihan lanjutan bagi UMKM serta penerapan sistem pemasaran digital yang lebih kompleks. Program ini diharapkan dapat menjadi model bagi pengembangan UMKM lainnya.   This Community Service Program (PKM) aims to digitalize micro, small, and medium enterprises (MSMEs), specifically Kedai Nona Snack & Dessert in Kendal, Central Java, through the implementation of digital marketing technology. This activity involves the development of Branding Guidelines, the creation of an online store on e-commerce platforms such as ShopeeFood and GrabFood, and the optimization of social media and WhatsApp Business. This approach successfully strengthened brand identity, improved competitiveness, and expanded the market reach of the partner business. Furthermore, the program also taught digital marketing strategies, increased product visibility, and broadened the market for Kedai Nona. Program evaluation showed a significant increase in sales turnover and customer engagement. In the future, the implementation of a more comprehensive technology-based marketing system and further training for MSMEs is expected to strengthen the sustainability of business digitalization. This program can serve as a model for technology-based MSME empowerment that can be replicated in other regions.