<![CDATA[ABSTRACTThe MSME sector contributes significantly to economic growth yet faces various challenges, including the implementation of production standards, business identity establishment, and limitations in digital marketing. These issues are also evident among cilok MSMEs in Petir Village, Serang Regency. This Community Service (PKM) initiative aims to enhance the capacity and competitiveness of these MSMEs by providing guidance on the implementation of Good Manufacturing Practices (GMP), strengthening branding, and optimizing digital marketing. The project employed a qualitative approach, utilizing data collection techniques such as observation, interviews, document analysis, and literature review. The results indicate improved understanding and application of production hygiene and sanitation practices, the establishment of a visual business identity through the creation and installation of banners, and the listing of business locations on Google Maps. Overall, the assistance provided brought about positive changes in production practices, visual identity, and digital presence. However, changes in sales figures and customer numbers could not yet be quantitatively measured; therefore, further evaluation is required to assess the impact of the activities in a more measurable way. ABSTRAKSektor UMKM memberikan kontribusi penting terhadap pertumbuhan ekonomi, namun masih menghadapi berbagai kendala, antara lain penerapan standar produksi, identitas usaha, dan keterbatasan pemasaran digital. Kondisi tersebut juga ditemukan pada UMKM Cilok di Desa Petir, Kabupaten Serang. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan kapasitas dan daya saing UMKM melalui pendampingan penerapan Good Manufacturing Practices (GMP), penguatan branding, dan optimalisasi pemasaran digital. Kegiatan menggunakan pendekatan kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, analisis dokumen, dan studi literatur. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan penerapan praktik higiene dan sanitasi produksi, terbentuknya identitas visual usaha melalui pembuatan dan pemasangan banner, serta tersedianya titik lokasi usaha pada Google Maps. Secara keseluruhan, kegiatan pendampingan memberikan perubahan positif pada praktik produksi, identitas visual, dan kehadiran digital usaha. Namun, perubahan terhadap penjualan dan jumlah pelanggan belum dapat diukur secara kuantitatif sehingga diperlukan evaluasi lanjutan untuk mengetahui dampak kegiatan secara lebih terukur. ]]>
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