Enhancing MSME Competitiveness Through Production Optimization and Digital Marketing: A Case Study of Basreng Food Processing in Tangerang
DOI:
https://doi.org/10.35568/abdimas.v8i4.7064Keywords:
MSMEs development, Digital marketing, innovative packaging, continuous mentoring, Basreng Chips, Community Service, Food ProcessingAbstract
Developing micro, small, and medium enterprises (MSMEs) based on local potential is essential to strengthen community economic resilience, particularly in the food sector. Yet many MSMEs struggle with low production efficiency, poor packaging, and weak digital marketing skills. This program addressed these issues by providing training and mentoring for a keripik basreng MSME in Tangerang City, covering production, packaging, and digital marketing. The intervention involved needs assessment, hands-on practice, and continuous monitoring. Results showed a 20% increase in production efficiency, processing time reduced from 4 to 3 hours, and more consistent hygienic standards. Innovative packaging and digital marketing boosted online sales by 35% and expanded distribution to five new stores. The program also created a marketing position, raised wages by 15%, and strengthened managerial capacity. Overall, the program demonstrated that participatory training and mentoring can overcome digital literacy barriers while building a sustainable and competitive MSME development model.
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