Efektivitas Packaging untuk Peningkatan Brand Perception pada Produk UMKM Teluknaga

Abstract

Effective and sustainable marketing strategies are essential to support the growth of Micro, Small, and Medium Enterprises (MSMEs). Based on a survey of 20 MSME owners in Teluknaga District, most operate in the food processing industry, which requires digital marketing skills as well as attractive and high-quality product packaging. The observation results indicate that although MSME owners have received training and support from government programs, they still face challenges in developing marketing strategies and improving product packaging quality. Several aspects that need improvement include the use of clear brand logos, ordering contact information, and halal labels on product packaging. Through the Community Service Program, participants received training on human resource management, marketing, and financial management. The program also emphasized the importance of packaging as a factor that can enhance product attractiveness to consumers. With better packaging and effective marketing strategies, MSMEs have greater opportunities to expand their market reach and improve competitiveness. The Community Service activity was conducted successfully and received positive responses from participants. MSME owners expressed their hope that similar programs would continue to be implemented, enabling them to gain additional knowledge and experience to support sustainable business development.