<![CDATA[Usaha Mikro, Kecil, dan Menengah (UMKM) berperan penting dalam meningkatkan perekonomian masyarakat, khususnya di wilayah pedesaan. Salah satu potensi unggulan terdapat pada usaha pengolahan gula merah di Desa Dumaring, Kabupaten Berau, yang berkontribusi terhadap peningkatan pendapatan keluarga, penciptaan lapangan kerja, dan pertumbuhan ekonomi desa. Kegiatan pengabdian ini bertujuan memperkuat pemahaman pelaku usaha mengenai pentingnya usaha kreatif dalam meningkatkan ekonomi rumah tangga dan desa melalui pengembangan usaha gula merah. Metode yang digunakan adalah kualitatif melalui sosialisasi dan pendampingan kepada pelaku usaha, perangkat desa, dan masyarakat mengenai peningkatan produktivitas, strategi pemasaran digital, serta pengemasan produk yang lebih menarik. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan peserta terkait pemasaran digital dan inovasi kemasan. Namun, UMKM masih menghadapi kendala berupa keterbatasan modal, akses pasar, teknik produksi yang masih tradisional, serta lemahnya manajemen usaha. Oleh karena itu, diperlukan penguatan melalui peningkatan kapasitas SDM, penerapan teknologi tepat guna, inovasi produk, pengembangan jaringan pemasaran, serta dukungan pemerintah agar usaha gula merah berkembang secara berkelanjutan. Abstract. Micro, Small, and Medium Enterprises (MSMEs) play a vital role in improving community welfare, particularly in rural areas. One promising sector is brown sugar processing in Dumaring Village, Berau Regency, which contributes to household income, job creation, and local economic growth. This community service program aimed to strengthen entrepreneurs' understanding of the importance of creative business development in enhancing household and village economies through brown sugar production. A qualitative approach was employed through socialization and mentoring activities involving business owners, village officials, and local residents. The program focused on increasing production capacity, introducing digital marketing strategies, and improving product packaging to enhance market appeal. The results showed that participants gained better knowledge of digital marketing and packaging innovation. Nevertheless, several challenges remain, including limited business capital, restricted market access, traditional production methods, and weak business management. To address these issues, strengthening strategies are needed through human resource capacity building, the adoption of appropriate technology, product innovation, expanded marketing networks, and support from the government and relevant institutions. These efforts are expected to promote sustainable business growth while improving community welfare and supporting local economic development.]]>
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