Peningkatan Branding UMKM Lokal Melalui Inovasi Desain Kemasan Dan Pemasaran Digital di Tanjung Redeb

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development. However, many MSME actors still face limitations in developing product branding, packaging design, product photography, promotional content, and digital marketing. This Community Service activity aimed to improve the knowledge and skills of local MSME actors in Tanjung Redeb, Berau Regency, through strengthening product branding, packaging design innovation, and digital marketing. The activity was conducted on June 6, 2026, at Rumah Kemas Kabupaten Berau and involved 20 MSME actors. The implementation method consisted of initial identification, pre-test, material presentation, demonstration, hands-on practice, mentoring, post-test, and evaluation. The materials covered branding concepts, visual identity, packaging design, product photography using smartphones, promotional content creation, and social media utilization. The evaluation results showed that the average participant score increased from 56.25 in the pre-test to 82.50 in the post-test, representing an increase of 46.67%. In terms of practical skills, 16 participants (80%) were able to identify packaging elements requiring improvement, 12 participants (60%) produced initial packaging design concepts, 17 participants (85%) produced more directed product photographs, and 15 participants (75%) created at least one promotional content. Participant satisfaction reached 87.60%. The activity indicates that training combined with demonstration, hands-on practice, and mentoring can improve MSME actors' knowledge and skills in developing product branding and utilizing digital media for marketing. Further mentoring is recommended to ensure sustainable implementation of the skills acquired.