Pemberdayaan Kelompok Usaha Kerupuk Bawang "MJT" Desa Siwalan melalui Pelatihan Branding dan Pengembangan Kemasan Produk sebagai Upaya Penguatan Daya Saing UMKM di Kabupaten Nganjuk

Abstract

Small and Medium Enterprises (SMEs) play a strategic role in the regional economy; however, they still face various challenges, particularly in marketing and product competitiveness. One common issue is the weak brand image (branding) and suboptimal packaging as promotional media. The "MJT" Onion Crackers Business Group in Siwalan Village, Sawahan Subdistrict, Nganjuk Regency, possesses considerable market potential; however, they have not yet fully maximised their branding and packaging strategies. This community service activity aims to enhance understanding and competency in branding and product packaging, thereby improving market competitiveness. The implementation methods include providing educational materials, mentoring through practical activities, and conducting evaluations. The results indicate increased knowledge and skills among participants in building product image, the availability of more attractive and informative packaging, and heightened awareness among entrepreneurs of the importance of packaging as a promotional tool and brand identity. This activity is expected to strengthen the competitiveness of the "MJT" Onion Crackers SMEs in both local and regional markets by improving packaging quality and brand image, driving higher sales volumes, and opening marketing opportunities through digital platforms.