The REVITALISASI TAPE WONOJOYO: TRANSFORMASI KUALITAS DAN PEMASARAN MELALUI INOVASI KEMASAN DENGAN RE_BRANDING DI ERA INDUSTRI 4.0"
TRANSFORMASI KUALITAS DAN PEMASARAN MELALUI INOVASI KEMASAN DENGAN RE_BRANDING DI ERA INDUSTRI 4.0
Keywords:
Digital Marketing, Pelatihan, inovasi produk pisang, nilai jualAbstract
Penelitian dan pengabdian yang bertujuan untuk mengoptimalkan usaha pada UMKM tape Wonojoyo Kabupaten Kediri yang belum optimal dalam aspek produksi dan pemasaran, dengan peningkatan kualitas SDM UMKM bidang teknologi pengolahan (revitalisasi produksi dan tata kelola bisnis), kemasan, re_branding, dan digital marketing. Terdapat empat permasalahan utama yaitu pengemasan, membangun merek baru, belum memahami manajemen bisnis (perizinan produk makanan), dan pemasaran digital. Metode pendekatan masyarakat yang digunakan adalah Participatory Action Research (PAR) dengan melalui hand-on agar masyarakat dapat berpartisipasi secara langsung. Pemasaran dan re_branding pada era revolusi industri 4.0 untuk meningkatkan revenue produk tape dan olahan. Dengan strategi digital marketing yang terukur yang tepat, usaha dapat mengalami peningkatan kinerja dan profitabilitas. Penelitian ini memberikan pemahaman yang mendalam tentang potensi dan manfaat teknologi digital dalam meningkatkan daya saing usaha.
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