<![CDATA[The Student Creativity Program (PKM) is carried out to help improve the quality and competitiveness of MSMEs selling fried rice through an educational approach and the development of digital marketing strategies. The program integrates three main aspects: hygiene education, strengthening visual brand identity, and implementation of digital marketing strategies. The implementation method uses the Participatory Action Research (PAR) approach which includes field observation, hygiene training, business visual identity design, and promotional assistance through social media. The results of the program showed a significant increase in the number of customers (35% average), daily sales, and the level of public awareness of the brand. The implementation of hygiene standards also increases consumer confidence. This program proves that structured assistance can accelerate the growth of culinary MSMEs and is expected to be a reference for empowering similar MSMEs in urban areas.]]>
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