PENDAMPINGAN DIGITAL MARKETING, BRANDING, DAN LEGALITAS HALAL DALAM MENINGKATKAN DAYA SAING UMKM PEYEK SERUNI DI KELURAHAN CEMPAKA PERMAI
DOI:
https://doi.org/10.24252/iqtishaduna.v7i4.68279Abstrak
Abstrak
Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam meningkatkan perekonomian masyarakat dan menciptakan lapangan pekerjaan. Namun, UMKM Peyek Seruni di Kelurahan Cempaka Permai masih menghadapi kendala pada aspek pemasaran digital, branding produk, dan legalitas halal. Kegiatan pengabdian ini bertujuan meningkatkan daya saing usaha melalui pendampingan digital marketing, branding, dan legalitas halal. Metode yang digunakan adalah pendekatan partisipatif dan edukatif melalui program Kuliah Kerja Nyata (KKN) dengan tahapan observasi, identifikasi masalah, sosialisasi, pelatihan pembuatan konten promosi, pendampingan desain kemasan, serta bantuan pengurusan legalitas usaha. Hasil kegiatan menunjukkan adanya peningkatan pemahaman pelaku usaha dalam memanfaatkan media sosial sebagai sarana promosi, terciptanya identitas produk yang lebih menarik melalui kemasan dan logo baru, serta meningkatnya pemahaman mengenai pentingnya NIB dan sertifikasi halal. Kegiatan ini diharapkan dapat mendukung keberlanjutan dan perkembangan usaha UMKM secara berkelanjutan.
Kata Kunci: Digital Marketing, Branding, Legalitas Halal, UMKM, Daya Saing
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in boosting the local economy and creating jobs. However, the Peyek Seruni MSME in Cempaka Permai Village still faces challenges in digital marketing, product branding, and halal certification. This community service initiative aims to enhance business competitiveness through guidance in digital marketing, branding, and halal certification. The approach employed is participatory and educational, implemented through the Community Service Learning (CSL) program, which includes stages of observation, problem identification, outreach, training in promotional content creation, guidance on packaging design, and assistance with business legalization. The results of the activity indicate an increased understanding among business owners in utilizing social media as a promotional tool, the creation of a more attractive product identity through new packaging and logos, and a heightened understanding of the importance of the NIB and halal certification. This activity is expected to support the sustainability and continuous development of MSMEs.
Keywords: Digital Marketing, Branding, Halal Compliance, MSMEs, Competitiveness
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Hak Cipta (c) 2026 Muhammad Aldani, Rezti Selviani, Oong Sopitri, Muhammad Deva Firmansyah, Bulan Sofira, Katra Pramadeka
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