Penguatan Branding Dan Digitalisasi Pemasaran UMKM Olahan Ikan Tawar Desa Wette’e

Abstract

Freshwater fish processing MSMEs in Wette’e Village possess business development potential, supported by the availability of raw freshwater fish and the community's ability to process them into economically valuable products. However, prior to the program's implementation, the partners' products faced limitations regarding brand identity, packaging, digital marketing, and transaction recording. This community service initiative aimed to strengthen branding and digital marketing thereby enhancing marketing capacity and boosting MSME revenue through a participatory approach involving initial condition assessment, outreach, training, practical application, implementation, mentoring, and monitoring and evaluation. The results demonstrated improvements in brand identity, packaging, content creation skills, social media management, digital catalog preparation, digital payment adoption, and transaction recording. All participating MSMEs established brand identities, business social media accounts, and digital catalogs, while 80% adopted digital payment channels. Furthermore, the partners' digital marketing management skills showed improvement across all evaluated indicators. Economically, monthly revenue rose from IDR 2.00 million to IDR 2.65 million by the third month of mentoring. These findings indicate that integrating branding and digital marketing serves as an effective approach to strengthening marketing capacity and fostering business growth for freshwater fish processing MSMEs.