Pendampingan Digitalisasi UMKM: Branding dan Pemasaran Produk Tahu di Karangwaluh, Sampung, Ponorogo
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the national economy, yet many rural MSMEs still struggle with product marketing and branding. This community engagement program aims to assist the MSME "Tahu Ngidiroso" owned by Mr. Edi Suwito in Nogo Hamlet, Karangwaluh Village, Sampung District, Ponorogo Regency, in implementing digital marketing strategies and brand identity development. The activity was conducted in March 2024 by a collaborative team from UNIDA Gontor and STAI Nurul Islam Mojokerto, involving students from various departments. The method used was Participatory Action Research (PAR) through stages of observation, branding strategy formulation, training on the use of social media and e-commerce platforms, and evaluation. The results indicate an improvement in the partner’s capacity in packaging, managing social media, and engaging with online customers. This program proves that digitalization and branding are effective in sustainably enhancing the competitiveness of local MSMEs.
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