Optimalisasi Standardisasi Produk, Inovasi Kemasan, dan Pemasaran Digital dalam Mewujudkan UMKM yang Berkelanjutan
DOI:
https://doi.org/10.35870/jpmn.v6i1.6620Keywords:
Product quality testing, Packaging, Barcode, Digital marketingAbstract
Kerupuk Azizah is a micro, small, and medium enterprise (MSME) with an average production capacity of 200 kg per day and employing 30 workers. However, the partner faced several challenges, including a consignment-based sales system with payment claim periods of up to three months, stagnant revenue due to products reaching the maturity stage of the market, limited marketing coverage predominantly within Padang City, and the use of simple packaging that lacked nutritional information and barcode labeling. This community service activity aimed to enhance production capacity and business management through product standardization, packaging innovation, and digital marketing implementation. The implementation methods included training and mentoring in both production and management aspects. The production aspect involved nutritional composition testing for three product types, namely garlic crackers, purple sweet potato crackers, and shrimp crackers, as well as the development of new packaging designs and barcode labeling. The management aspect included training on social media utilization, digital marketing through marketplaces, and live streaming product promotion. The results showed that the partner successfully obtained nutritional composition test certificates for three products from the Food Standardization and Industrial Quality Assurance Agency, developed one new packaging design equipped with nutritional information and barcode, and expanded digital marketing utilization through four media platforms, namely Facebook, Instagram, Shopee, and TikTok. This activity contributed to improving product quality, expanding marketing reach, and strengthening the sustainability of the partner’s business.
Downloads
References
Davison, L., & Redhill, D. (1998). Structural packaging design: Building and protecting brand value. Journal of Brand Management, 6(1), 13–26. https://doi.org/10.1057/bm.1998.41
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(May), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Gupta, R., & Rastogi, P. (2020). Barcode for Retail Store Operations-The Perfect Tool at Low Cost. International Journal on Emerging Technologies, 11(3), 1054–1058. www.researchtrend.net
Hoefkens, C., Verbeke, W., & Van Camp, J. (2011). European consumers’ perceived importance of qualifying and disqualifying nutrients in food choices. Food Quality and Preference, 22(6), 550–558. https://doi.org/10.1016/j.foodqual.2011.03.002
KOMINFO. (2022). Kenaikan Jumlah UMKM Go Online Jadi Hasil Konkret Pembahasan Transformasi Digital di KTT G20. In Seminar KTT G20, Bandung, KOMINFO (p. 1). https://www.kominfo.go.id/content/detail/45636/kenaikan-jumlah-umkm-go-online-jadi- hasil-konkret-pembahasan-transformasi-digital-di-ktt-g20/0/berita_satker
Komunikasi, D. (2022, May 22). KONSUMENNYA SAJA SUDAH DIGITAL, UMKM-NYA JUGA DONG!No Title. Bank Indonesia. https://www.bi.go.id/id/publikasi/ruang-media/cerita-bi/Pages/Konsumennya-Saja-Sudah-Digital-UMKM-nya-Juga-Dong.aspx
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13th ed.). Erlangga.
Marpaung, A. P., Hafiz, M. S., & Koto, M. (2021). Strategi Peningkatan Kapasitas Usaha Pada Umkm Melalui Digital Marketing. Prosiding Seminar Kewirausahaan, 2(1), 294–300.
Maskur, F. (2022). Mencermati Perubahan Perilaku Belanja Online Pascapandemi. In Bisnis Indonesia Webstie (pp. 12–13). https://bisnisindonesia.id/article/mencermati-perubahan-perilaku-belanja-online-pascapandemi
Miller, L. M. S., & Cassady, D. L. (2015). The effects of nutrition knowledge on food label use. A review of the literature. Appetite, 92, 207–216. https://doi.org/10.1016/j.appet.2015.05.029
Pamela Sánchez Brizuela, E., Melissa Zarate, J., Mikaela Díaz Giménez, N., & Manuel Medina Ramírez, A. (2023). the Importance of Digital Marketing in Companies As a Vital Tool. Revista Gênero e Interdisciplinaridade, 4(05), 881–904. https://doi.org/10.51249/gei.v4i05.1711
Septa, H. (2022). SINERGISITAS PERGURUAN TINGGI DALAM RANGKA PENGEMBANGAN WILAYAH MELALUI PEMBANGUNAN KAMPUNG TEMATIK.
Yadav, M., Ranawat, P., & Shrivastav, R. (2024). The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company. International Journal of Multidisciplinary Research in Science, Engineering and Technology, 7(05), 9761–9769. https://doi.org/10.15680/ijmrset.2024.0705035
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fisla Wirda, Herizon, Trimardi Jayaputra, Ariani Tanjung, Deni Wahyuni
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
