PELATIHAN DIGITAL BRANDING DAN DESAIN KEMASAN UNTUK MENINGKATKAN NILAI TAMBAH KOMODITAS LOKAL KECAMATAN KEMPAS KABUPATEN INDRAGIRI HILIR RIAU
Keywords:
Digital Branding, Packaging Design, Added Value, Local Commodities, MSMEs, Kecamatan KempasAbstract
Kecamatan Kempas, Kabupaten Indragiri Hilir, Riau Province, is an area rich in local commodities such as coconut-based products, processed foods, and home-industry crafts. However, the low capacity of micro, small, and medium enterprises (MSMEs) in digital branding and packaging design has caused these products to lack competitiveness in the broader market. This community service activity aims to provide training on digital branding and packaging design for MSME actors in Kecamatan Kempas to enhance the added value of local commodities. The method employed is a participatory workshop, encompassing material delivery on branding concepts, digital marketing strategies, and practical exercises in packaging design using accessible digital applications. The training was attended by 35 MSME actors from various villages in Kecamatan Kempas. Results indicate a significant increase in participants' understanding of the importance of branding and attractive packaging, as evidenced by pre-test and post-test evaluations showing a 42% improvement in knowledge scores. Additionally, participants successfully produced packaging prototypes for their local products with enhanced visual appeal and market-oriented branding. This activity contributes to empowering the local economy by improving the marketability and perceived value of Kempas commodities.
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