PENGUATAN DIGITALISASI UMKM PANGAN MELALUI WORKSHOP BRANDING DAN PEMASARAN DIGITAL DI DESA KEDOYO

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan memperkuat kapasitas pemasaran digital pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) pangan di Desa Kedoyo, Kecamatan Sendang, Kabupaten Tulungagung. Program menggunakan pendekatan Asset-Based Community Development (ABCD) melalui identifikasi aset lokal, perumusan harapan bersama, perancangan kegiatan secara kolaboratif, pelaksanaan workshop, serta evaluasi dan tindak lanjut. Data pelaksanaan diperoleh melalui observasi, wawancara informal, dokumentasi, dan umpan balik peserta, kemudian dianalisis secara deskriptif. Materi workshop mencakup identitas produk, pembuatan logo dan label sederhana, fotografi produk, penyusunan teks promosi, serta pemanfaatan WhatsApp Business dan media sosial. Kegiatan menghasilkan perubahan awal pada kapasitas peserta, yang terlihat dari kemampuan mengidentifikasi unsur merek, menyusun rancangan awal label atau logo, membuat foto dan teks promosi, serta mulai memanfaatkan kanal digital secara lebih terarah. Kolaborasi antara pelaku UMKM dan pemuda desa menjadi aset penting dalam mendukung proses belajar. Meskipun demikian, perbedaan tingkat literasi digital, keterbatasan perangkat, dan akses internet yang belum stabil masih menjadi kendala. Program ini menunjukkan bahwa pendampingan praktis berbasis aset relevan untuk mengawali digitalisasi UMKM pangan pedesaan, tetapi masih memerlukan tindak lanjut agar pengelolaan konten, toko digital, dan evaluasi hasil usaha dapat dilakukan secara berkelanjutan. This community service activity aimed to strengthen the digital marketing capacity of food micro, small, and medium enterprise (MSME) actors in Kedoyo Village, Sendang District, Tulungagung Regency. The program employed an Asset-Based Community Development (ABCD) approach through local asset identification, formulation of shared expectations, collaborative activity design, workshop implementation, and follow-up evaluation. Implementation data were obtained through observation, informal interviews, documentation, and participant feedback, and were analyzed descriptively. The workshop covered product identity, simple logo and label design, product photography, promotional copywriting, and the use of WhatsApp Business and social media. The activity produced initial changes in the participants’ capacity, as indicated by their ability to identify brand elements, prepare preliminary label or logo designs, create product photos and promotional captions, and begin using digital channels more purposefully. Intergenerational collaboration between MSME actors and village youth became an important supporting asset. Nevertheless, differences in digital literacy, limited devices, and unstable internet access remained obstacles. The program demonstrates that practical and asset-based mentoring is relevant for initiating the digitalization of rural food MSMEs, while continued assistance is required to maintain content consistency, improve digital store management, and evaluate business outcomes.