Inovasi Branding Produk Keripik Tempe Benguk Sebagai Pengembangan UMKM di Dusun Blontah Tangen Sragen
Benguk Tempeh Chips Product Branding Innovation as a MSME Development in Blontah Hamlet, Tangen, Sragen
DOI:
https://doi.org/10.63353/sdrwxg53Keywords:
UMKM; Product Branding; Benguk Tempeh ChipsAbstract
This community service program aims to improve the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) after the COVID-19 pandemic, with a focus on the home industry of tempeh benguk chips owned by Mrs. Wid in Blontah Hamlet, Jekawal Village, Tangen District, Sragen Regency. Tempeh benguk chips are a regional specialty food product with economic potential, but their marketing has been hampered by very simple packaging, namely plain plastic without a label (plain). This condition makes the product difficult for consumers to recognize and loses competition with similar products from outside the region. The community service activity was carried out through field observation methods, in-depth interviews with business owners, and documentation of the production and marketing processes. Based on the problem analysis, the solution offered is branding innovation through attractive, informative, and hygienic packaging design, complete with business labels. The result of this program is new packaging that not only enhances the aesthetic value of the product but also builds a strong brand identity. With the improved packaging, Mrs. Wid's tempeh benguk chips are expected to attract consumer interest, expand market reach, and compete competitively with similar products from various regions. This innovation is a strategic step in advancing the local economy and highlighting the unique potential of the Sragen region.
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