Pengembangan usaha UMKM keripik incess melalui penguatan branding dan strategi pemasaran produk olahan hasil pertanian di kota pontianak

Abstrak

This community service program aimed to enhance the business development of the Keripik Incess small and medium enterprise (SME) through strengthening branding and marketing strategies for agricultural product processing in Pontianak City. The target partner was Keripik Incess, a home-based SME engaged in processing local agricultural commodities into various chip products. The methods applied included participatory training, business mentoring, product packaging improvement, and digital marketing assistance through social media platforms. The program was implemented over three months involving agribusiness students and faculty members as facilitators. The outcomes showed a significant improvement in the partner’s branding identity, packaging quality, and online market reach. Sales volume increased by approximately 35% following the implementation of a digital marketing strategy using Instagram and marketplace platforms. This program demonstrated that targeted branding and marketing interventions can substantially improve the competitiveness and sustainability of agricultural product-based SMEs in urban areas