Edukasi pemasaran digital dan penguatan identitas merek pada UMKM kerupuk dan kemplang di Kelurahan Sei Lais, Palembang
Abstract
Abstrak
UMKM kerupuk dan kemplang di Kelurahan Sei Lais, Kecamatan Kalidoni, Kota Palembang, merupakan usaha rumahan yang berkembang secara turun-temurun dan dikenal dengan nama “Hindun”. Permasalahan mitra berkaitan dengan keterbatasan pemanfaatan digital marketing dan belum adanya identitas visual formal pada kemasan produk. Kegiatan pengabdian ini bertujuan memberikan edukasi digital marketing dan branding serta mengembangkan identitas visual untuk mendukung promosi produk mitra. Kegiatan dilaksanakan pada 23 Juli 2026 melalui tahapan persiapan, edukasi dan diskusi, pengembangan identitas visual, serta evaluasi melalui observasi, diskusi, dan dokumentasi. Hasil kegiatan berupa identitas visual “Kerupuk & Kemplang HINDUN – Khas Palembang” yang diterapkan pada kemasan melalui stiker branding. Mitra menerima hasil pengembangan identitas visual tersebut sebagai luaran konkret yang dapat dimanfaatkan untuk mendukung pengenalan produk dan pengembangan materi promosi digital secara konsisten. Namun, perubahan pengetahuan dan kinerja usaha, termasuk penjualan, omzet, dan pendapatan, belum dapat disimpulkan karena belum dilakukan pengukuran kuantitatif dan pemantauan usaha secara berkelanjutan. Kegiatan ini menjadi langkah awal dalam mendukung penguatan identitas merek dan pengembangan pemasaran digital UMKM.
Kata kunci: UMKM; digital marketing; branding; identitas merek; kerupuk kemplang.
Abstract
Micro, small, and medium enterprises (MSMEs) producing kerupuk and kemplang in Sei Lais, Kalidoni District, Palembang, are home-based businesses that have been developed across generations and are known as “Hindun”. The partner’s main challenges are the limited utilisation of digital marketing and the absence of a formal visual identity on product packaging. This community service activity aimed to provide digital marketing and branding education and develop a visual identity to support the partner’s promotional activities. The activity was conducted on 23 July 2026 through preparation, education and discussion, visual identity development, and evaluation using observation, discussion, and documentation. The activity produced a visual identity, “Kerupuk & Kemplang HINDUN – Khas Palembang”, which was applied to product packaging using branding stickers. The partner accepted the developed visual identity as a tangible output that can support product recognition and the consistent development of digital promotional materials. However, changes in knowledge and business performance, including sales, turnover, and income, could not be determined because quantitative measurements and continuous business monitoring were not conducted. This activity represents an initial step towards strengthening brand identity and developing digital marketing for MSMEs.
Keywords: MSMEs; digital marketing; branding; brand identity; kerupuk kemplang.
Keywords
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DOI: https://doi.org/10.31764/jpmb.v10i5.42001
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