PENDAMPINGAN BRANDING UMKM MELALUI SOSIAL MEDIA DAN DESAIN KEMASAN DALAM UPAYA PENINGKATAN KINERJA PEMASARAN PADA UMKM KERIPIK SINGKONG BU WATI

Abstract

This research aims to enhance the marketing performance of UMKM Keripik Singkong Bu Wati through assistance in branding using social media and packaging design. Keripik Singkong Bu Wati offers healthy cassava chips without preservatives in two flavors: original and sweet spicy. The main goal is to address branding and marketing challenges by focusing on product packaging development, assistance in business permit issuance, strategic market collaboration recommendations, and social media management. The methodology used includes needs analysis through interviews and direct observations, collaboration with a design team to create attractive packaging, and social media management training. The results of this study show significant improvements in product packaging quality, legal compliance, market access, and active presence on social media. These improvements have led to increased competitiveness and business growth for UMKM Keripik Singkong Bu Wati. In conclusion, the branding and marketing strategies implemented in this research have had a positive impact on the visibility and market reach of Keripik Singkong Bu Wati, strengthening relationships with consumers. This approach can be applied to other UMKMs to help them thrive in a competitive market.