PENINGKATAN NILAI UMKM MELALUI BRANDING PRODUK
DOI:
https://doi.org/10.31764/jmm.v7i4.15902Keywords:
Product Branding, Brands, Technology, SMEs.Abstract
Abstra: Branding bagi UMKM akan memberikan bargaining position yang baik yang pada akhirnya akan meningkatkan kinerja UMKM. Kegiatan PkM ini dilakukan dengan tujuan untuk menambah pemahaman dan keterampilan pelaku UMKM tentang pentingnya branding, merk dan optimalisasi teknologi (media sosial). Metode yang digunakan adalah observasi dan wawancara yang diikuti oleh 26 pelaku UMKM di desa Empang Kabupaten Sumbawa. Kegiatan ini dilakukan melalui beberapan tahapan yaitu: (1) observasi; (2) koordinasi tim PkM; (3) Pelaksanaan Kegiatan (Workshop dan Pelatihan); dan (4) evaluasi. Materi yang disampaikan terkait pentingnya branding, tips membuat merek yang familiar, cara branding produk pada UMKM, serta tentang pentingnya teknologi bagi UMKM. Hasil kegiatan PkM ini adalah pelaku UMKM memberikan respon positif terhadap materi yang disampaikan. Peserta menjadi memiliki pemahaman tentang pentingnya branding saat ini serta penguasaan teknologi secara efektif dan efisien. Pemahaman peserta tentang branding produk pada UMKM mengalami peningkatan cukup signifikan. Berdasarkan kuisioner yang dibagikan pada peserta diperoleh hasil sebelum kegiatan pengetahuan pelaku UMKM tentang branding sebesar 50% dan setelah kegiatan mengalami peningkatan menjadi 85%.
Abstract: Branding for MSMEs will provide a good bargaining position, which will ultimately improve their performance. This PkM activity was carried out with the aim of increasing the understanding and skills of MSME actors regarding the importance of branding and optimizing technology (social media). The method used was workshops and training, which were attended by 26 MSME actors in Empang Village, Sumbawa Regency. This activity was carried out through several stages, namely: (1) observation; (2) coordination of the PkM team; (3) implementation of activities (workshops and training); and (4) evaluation. The material presented was related to the importance of branding, tips on making a familiar brand, how to brand products for MSMEs, and the importance of technology for MSMEs. The results of this PkM activity were that MSME actors gave positive responses to the material presented. Participants understand the importance of branding today and the need to master technology effectively and efficiently. Participants' understanding of product branding for MSMEs experienced a significant increase. Based on the questionnaire distributed to the participants, the results obtained before the activity showed that MSME actors' knowledge of branding was 50%, and after the activity, it increased to 80%.
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