Pelatihan Branding Produk Bagi Kelompok Umkm “Pade Angen” Desa Kediri Lombok Barat
DOI:
https://doi.org/10.36312/w2xepk75Keywords:
Branding Produk, UMKM., Pade angenAbstract
Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas branding produk dan pemasaran digital pada Kelompok UMKM “Pade Angen” yang berlokasi di Desa Kediri, Kabupaten Lombok Barat, yang selama ini masih menghadapi berbagai keterbatasan, khususnya pada aspek identitas merek, standar kemasan, literasi teknologi, serta pemanfaatan media digital sebagai sarana promosi dan distribusi produk. Kegiatan pengabdian dilaksanakan melalui serangkaian pelatihan dan pendampingan yang meliputi penguatan konsep branding produk, desain logo dan kemasan menggunakan aplikasi Canva, pembuatan serta pengelolaan akun media sosial dan marketplace, serta pendampingan manajemen usaha sederhana dengan pendekatan partisipatif dan praktik berbasis kebutuhan mitra. Hasil pelaksanaan kegiatan menunjukkan adanya peningkatan pemahaman dan kesadaran pelaku UMKM terhadap pentingnya identitas merek dalam meningkatkan nilai tambah dan daya saing produk, disertai dengan terbentuknya desain logo dan kemasan baru yang lebih representatif serta meningkatnya motivasi mitra dalam mengembangkan pemasaran berbasis digital. Guna menjamin keberlanjutan dan efektivitas penerapan hasil pengabdian, dirumuskan strategi tindak lanjut berupa pendampingan berkala, pelatihan lanjutan terkait pembuatan konten promosi dan evaluasi kinerja pemasaran digital, serta penguatan jejaring kemitraan dengan pemerintah desa dan pemangku kepentingan terkait. Secara keseluruhan, program pengabdian ini berkontribusi dalam meningkatkan daya saing UMKM lokal, mendorong kemandirian usaha, serta mendukung pencapaian Tujuan Pembangunan Berkelanjutan (SDGs) poin 8 tentang pertumbuhan ekonomi yang inklusif dan berkelanjutan.
Product Branding Training for the "Pade Angen" UMKM Group in Kediri Village, West Lombok
Abstract
This community service program aims to improve the product branding and digital marketing capacity of the "Pade Angen" MSME Group located in Kediri Village, West Lombok Regency, which has so far faced various limitations, particularly in aspects of brand identity, packaging standards, technological literacy, and the use of digital media as a means of product promotion and distribution. Community service activities are carried out through a series of training and mentoring that includes strengthening the concept of product branding, logo and packaging design using the Canva application, creation and management of social media and marketplace accounts, and mentoring on simple business management with a participatory approach and practices based on partner needs. The results of the implementation of the activities show an increase in understanding and awareness of MSME actors regarding the importance of brand identity in increasing added value and product competitiveness, accompanied by the creation of new, more representative logo and packaging designs and increased motivation of partners in developing digital-based marketing. To ensure the sustainability and effectiveness of the implementation of community service results, a follow-up strategy is formulated in the form of regular mentoring, advanced training related to promotional content creation and digital marketing performance evaluation, and strengthening partnership networks with village governments and related stakeholders. Overall, this community service program contributes to increasing the competitiveness of local MSMEs, encouraging business independence, and supporting the achievement of Sustainable Development Goals (SDGs) point 8 on inclusive and sustainable economic growth.
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