UPSCALING PRODUKSI DAN DIGITAL MARKETING UNTUK PENINGKATAN KAPASITAS PRODUKSI DAN DAYA SAING UMKM KERIPIK PEDESAAN
DOI:
https://doi.org/10.21154/inej.v7i1.13609Keywords:
ABCD-PAR, Digital Marketing, UMKM Keripik, Upscaling ProduksiAbstract
UMKM pangan di kawasan pedesaan kerap menghadapi kendala berupa keterbatasan kapasitas produksi, kemasan yang tidak kompetitif, dan pemasaran yang bersifat konvensional. Kegiatan pengabdian ini bertujuan meningkatkan kapasitas produksi dan manajemen pemasaran UMKM Aneka Keripik Aidaa melalui pendekatan Asset-Based Community Development (ABCD) dan Participatory Action Research (PAR). Program dilaksanakan dalam dua tahap: (1) upscaling produksi melalui penerapan teknologi deep frying dan alat spinner; dan (2) perbaikan pemasaran melalui redesain kemasan dan pelatihan digital marketing berbasis media sosial serta marketplace. Evaluasi dilakukan dengan pre-test dan post-test. Hasilnya, rata-rata nilai peserta meningkat dari 28,57 menjadi 100, yang mengindikasikan peningkatan signifikan dalam pengetahuan dan keterampilan. Program ini berkontribusi pada peningkatan efisiensi produksi, kualitas produk, dan perluasan jangkauan pasar. Pengabdian ini menunjukkan bahwa kombinasi teknologi tepat guna dan literasi digital mampu mendorong kemandirian dan daya saing UMKM berbasis komunitas desa.
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