BRANDING KUE KERING MELALUI INOVASI KEMASAN RAMAH LINGKUNGAN SEBAGAI PRODUK OLEH-OLEH DAN HADIAH UNTUK PENINGKATAN DAYA SAING UMKM DI DESA KOTARAJA
Keywords:
UMKM, branding, environmentally friendly packaging, pastries, Kotaraja VillageAbstract
ABSTRACT
Kotaraja Village, Sikur District, East Lombok Regency, has significant potential for UMKM development, particularly in the pastry production sector. However, poor packaging quality, weak branding, and minimal digital marketing utilization make it difficult for local products to compete in the souvenir and tourism markets. The University of Mataram's Community Service Program (KKN-PMD) aims to address these challenges through branding innovation, the development of environmentally friendly packaging, and the strengthening of digital marketing and tourism networks. The methods used include observation, interviews, workshops, design assistance, product photography, and direct promotion in tourist areas. The program's results demonstrate an increased understanding of branding among UMKM, the development of environmentally friendly packaging, the availability of product photo catalogs, and the opening of market access in surrounding tourist destinations. This program has been proven to increase the selling value, product image, and prospective opportunities for UMKM in Kotaraja Village.
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Copyright (c) 2026 Siti Aisyah Hidayati, Putri Adinda, Naila St. Kirania, Nurinayah, Baiq Dina Rahmawati, Rifki Fasa Putra Herjanto, Elang Fatih Akram, Adietya Eka Firmansyah, Al Madiah Syafira, Mawani, Abdi Kafa
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