Siti Widiati, Lana Izzul Azkia, Mirajiani Mirajiani

Pelatihan Kemasan dan Rebranding Logo Sebagai Upaya Penguatan Daya Saing UMKM Di Pasar Digital: Studi Kasus Kecamatan Tirtayasa

Introduction

Pelatihan kemasan dan rebranding logo sebagai upaya penguatan daya saing umkm di pasar digital: studi kasus kecamatan tirtayasa. Tingkatkan daya saing UMKM di pasar digital! Pelatihan inovasi desain kemasan & rebranding logo efektif kuatkan kapasitas pemasaran produk di Kecamatan Tirtayasa.

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan daya saing produk UMKM di Kecamatan Tirtayasa melalui inovasi desain kemasan dan rebranding logo. Mitra kegiatan meliputi UMKM Abinisa dan Kelompok Tani Segara Biru yang sebagian besar telah memiliki sertifikasi halal, namun masih menghadapi kendala pada aspek kemasan dan pemasaran digital. Metode pelaksanaan kegiatan meliputi identifikasi kebutuhan dan permasalahan usaha, pelatihan desain kemasan yang fungsional dan estetis, pelatihan rebranding logo, serta evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan keterampilan peserta dalam aspek desain logo dan kemasan. Nilai pre-test menunjukkan 80% peserta telah memiliki pemahaman awal terkait pentingnya logo dan kemasan, kemudian hasil post-test meningkat menjadi 100% dimana peserta mampu menjawab seluruh pertanyaan dengan benar. Hasil evaluasi tersebut menunjukkan bahwa pelatihan yang diberikan dinilai efektif dan mencapai target keberhasilan dalam peningkatan kapasitas dan keberdayaan mitra, baik pada aspek produksi maupun pemasaran. Seluruh rangkaian kegiatan kegiatan pengabdian ini diharapkan dapat mendorong pelaku usaha untuk memiliki identitas visual produk yang lebih menarik, modern, dan kompetitif sehingga dapat meningkatkan jangkauan pasar di era pemasaran digital.

Review

This community service paper presents a highly relevant and timely initiative aimed at bolstering the competitiveness of Micro, Small, and Medium Enterprises (UMKM) in Kecamatan Tirtayasa within the digital marketplace. The core problem addressed – UMKM facing hurdles in packaging and digital marketing despite having product quality certifications like halal – resonates with a significant challenge for many small businesses in the contemporary economy. The project's objective to innovate product design through functional and aesthetic packaging and strategic logo rebranding is a direct and pertinent approach to enhance visual identity and market appeal. The focus on practical capacity building for specific partners, UMKM Abinisa and Kelompok Tani Segara Biru, underscores a commendable commitment to direct community empowerment. The methodology employed for this intervention is clearly articulated and appears robust for a community service project. It encompasses a comprehensive approach, starting with needs identification, followed by targeted training modules on packaging design and logo rebranding, and culminating in an evaluation using pre-test and post-test instruments. The quantitative results are particularly compelling, demonstrating a significant improvement in participant understanding and skills: an increase from 80% initial comprehension to a perfect 100% post-training achievement. This data strongly supports the conclusion that the training was effective in achieving its immediate objectives of enhancing the capacity and empowerment of the partners in both production and marketing aspects. Overall, the project successfully delivered on its promise to equip UMKM with improved visual identities, making their products more attractive, modern, and competitive. The abstract effectively conveys the practical success and positive impact of the intervention in preparing these enterprises for the demands of digital marketing. While the immediate focus is on enhanced understanding and skill, the long-term potential for increased market reach and sustainable growth for the participating UMKM is clearly highlighted. This initiative serves as an excellent model for how targeted community service can directly address economic challenges and foster greater resilience among local businesses.

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