Pemberdayaan Produk UMKM Berbasis Potensi Lokal Melalui Inovasi Produk dan Pemasaran Digital

Abstract

This community service program aims to empower Micro, Small, and Medium Enterprises (MSMEs) based on the local potential of melinjo through product innovation and digital marketing. The background of this activity is the limited product variation, packaging quality, and utilization of digital technology among MSME actors, resulting in melinjo-based products having low competitiveness. The service method employed a Participatory Action Research (PAR) approach by actively involving MSME actors through stages of needs identification, product diversification training, packaging assistance, and digital marketing guidance. The results of the program indicate an improvement in the knowledge and skills of MSME actors in processing melinjo into value-added products, enhancing packaging design, and utilizing digital media for promotion. Furthermore, digital marketing has begun to expand market reach and increase consumer interest. However, limited digital literacy and supporting facilities remain challenges. Therefore, sustained collaboration among universities, local governments, and related institutions is essential for program sustainability.