Penguatan Daya Saing UMKM Mami Rasa Melalui Digitalisasi Katalog Produk serta Strategi Promosi Berbasis Teknologi Digital

Abstract

The Micro, Small, and Medium Enterprise Mami Rasa, located in Cempaga Village, Buleleng Regency, Bali, has economic potential in producing ready-to-eat processed foods, specifically molen pisang (banana pastries) and bolu kukus mekar (steamed cupcakes). However, the partner's competitiveness is relatively low due to priority issues, namely the limited reach of conventional marketing and inefficiency caused by manual production stages. This Community Service (PKM) program aims to comprehensively strengthen the competitiveness of MSME Mami Rasa through digital marketing and technological modernization. The problem-solving method implemented involves two main approaches: (1) participatory education through marketing management training, designing digital product catalogs using the Canva application, and creating promotional media via Facebook and Instagram platforms; (2) appropriate technology transfer through the provision of an electric dough mixer and a manual plastic packaging sealer (hand impulse sealer). The program evaluation results showed significant success. From a marketing perspective, the partner successfully entered new market segments through online sales, resulting in a 50.97% increase in total sales turnover, exceeding the initially proposed target. In terms of operations, the use of physical tools directly improved work efficiency and significantly increased daily production capacity, reaching up to 71.19% for the molen pisang product. In conclusion, the synergy between enhancing human resources' digital literacy and providing technological infrastructure support has proven highly effective in addressing MSME priority problems, enabling traditional businesses to transform into more adaptive and competitive entities in the modern era