PENINGKATAN DAYA SAING UMKM BAWANG GORENG MELALUI REBRANDING KEMASAN DAN PEMASARAN DIGITAL

Abstract

MSMEs are a crucial pillar of the Indonesian economy, including in the processed food sector, such as fried onions. However, most fried onion MSMEs still face challenges in packaging and marketing, which limits their competitiveness. This community service program aims to improve the competitiveness of fried onion MSMEs through packaging rebranding and the implementation of digital marketing strategies. The Participatory Action Research (PAR) method was used, actively involving partners in every stage of the activity, from problem identification and solution design, training, implementation, and evaluation. The results of the community service program showed an increase in product quality through the use of food-grade ziplock packaging, the creation of a brand identity through a new logo and label, and an expansion of marketing reach through social media and marketplaces. Initial evaluations showed a significant increase in sales since the third month, with selling prices increasing by around 40% and product distribution reaching markets across regions. These findings emphasize the importance of integrating packaging, branding, and digital marketing in strengthening the competitiveness of local food MSMEs.