Peningkatan Daya Saing UMKM Desa Kairatu melalui Strategi Branding Digital
DOI:
https://doi.org/10.58192/karunia.v5i2.4407Keywords:
Community Service, Competitiveness, Digital Branding, Kairatu Village, MSMEsAbstract
This community service activity conducted through the Kuliah Kerja Nyata (KKN) program in Kairatu Village, Kairatu District, aims to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) through the implementation of digital branding. This program is motivated by the low capability of MSME actors in product development, brand identity creation, and the utilization of digital media for marketing. These limitations have resulted in the underutilization of local economic potential and difficulties in competing in broader markets. The implementation method includes observation, socialization, and practical mentoring related to product innovation, packaging design, and the use of social media for promotion. The results indicate an improvement in the knowledge and skills of MSME actors in creating more attractive products, developing consistent branding, and utilizing digital platforms to expand market reach. This program is expected to increase product value and encourage MSMEs to become more competitive and sustainable in facing the challenges of the digital economy.
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