DIGITALISASI DAN KEPATUHAN BERUSAHA UMKM: LANGKAH STRATEGIS MENINGKATKAN BRAND AWARENESS PRODUK KRIPIK PISANG

Authors

  • Shella Rizqi Amelia Prodi Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Perwira Purbalingga
  • Widadatul Ulya Prodi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Perwira Purbalingga
  • Agustin Riyan Pratiwi Prodi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Perwira Purbalingga
  • Gita Aprilianingrum Prodi Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Perwira Purbalingga
  • Vera Amalia Prodi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Perwira Purbalingga
  • Nova Ade Riyana Prodi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Perwira Purbalingga

DOI:

https://doi.org/10.54199/16hv1e88

Keywords:

Brand Awareness, Product Digitalization, MSME Legal Compliance.

Abstract

The marketing of Mekar Sari’s MSME products still relies on conventional methods due to limited digital literacy, resulting in low brand awareness among consumers. However, digitalization and business compliance are strategic measures to build consumer trust and expand market reach. The strong potential for developing the Mekar Sari banana chips business has encouraged the implementation of community service activities aimed at strengthening MSMEs as part of the creative industry through training and mentoring in product digitalization and business legality management. These efforts serve as strategies to expand market share, improve business compliance, and enhance the brand awareness of Mekar Sari’s banana chips. Following the implementation, the achievement indicators of the program were successfully met:(1) the creation of attractive product packaging designs that comply with food labeling standards; (2) the fulfillment of business legality requirements through the acquisition of a Business Identification Number (NIB) specific to the chip industry and halal certification; and (3) the utilization of digital marketing via Facebook and the establishment of an online store on the Shopee marketplace. This community service initiative is expected to stimulate an increase in the sales turnover of Mekar Sari banana chips and to further expand their market reach.

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Published

2026-08-10

Issue

Vol. 6 No. 2 (2026)

Section

Artikel