<![CDATA[Abstrak: UMKM pengolah kerupuk rumput laut menghadapi berbagai kendala, antara lain rendahnya kemampuan dalam membangun identitas merek, penggunaan desain kemasan yang masih sederhana, serta terbatasnya pemanfaatan media digital sebagai sarana promosi dan pemasaran. Kondisi tersebut berdampak pada rendahnya daya saing dan nilai jual produk di pasar. Pengabdian ini bertujuan meningkatkan kapasitas UMKM melalui inovasi kerupuk rumput laut berbasis digital branding dan desain kemasan guna memperluas jangkauan pemasaran dan meningkatkan nilai ekonomi produk. Kegiatan dilaksanakan bersama UMKM Rumput Laut yang beranggotakan 21 orang melalui tahapan sosialisasi, pelatihan digital branding dan desain kemasan, penerapan teknologi menggunakan aplikasi desain dan media digital, pendampingan implementasi, evaluasi, serta penyusunan rencana keberlanjutan program. Evaluasi dilakukan menggunakan pendekatan kuantitatif dan kualitatif melalui pre-test dan post-test, observasi, wawancara, dokumentasi, serta analisis SWOT dan GAP untuk mengidentifikasi perubahan kapasitas dan perkembangan usaha mitra. Hasil kegiatan menunjukkan peningkatan softskill 79% dan hardskill sebesar 82%, peningkatan kemampuan digital branding sebesar 86%, serta peningkatan nilai ekonomis produk mencapai 36% melalui kemasan yang lebih menarik dan pemasaran digital yang lebih efektif.Abstract: MSMEs processing seaweed crackers face various challenges, including limited ability to establish a brand identity, reliance on simple packaging designs, and underutilization of digital media for promotion and marketing. These factors result in low market competitiveness and reduced product value. This community service initiative aims to enhance MSME capacity through seaweed cracker innovations focused on digital branding and packaging design, thereby expanding market reach and increasing the product's economic value. The project was conducted with a seaweed-processing MSME group comprising 21 members, involving stages such as outreach, training on digital branding and packaging design, technology application (using design apps and digital media), implementation support, evaluation, and the formulation of a program sustainability plan. Evaluation employed both quantitative and qualitative approaches—including pre- and post-tests, observation, interviews, documentation, and SWOT and GAP analyses—to assess changes in capacity and business development. Results showed a 79% improvement in soft skills and an 82% improvement in hard skills, an 86% increase in digital branding capabilities, and a 36% rise in product economic value driven by more attractive packaging and more effective digital marketing.]]>
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