Pengembangan Inovasi Kemasan Produk UMKM Tarekli Khas Salama Kota Bima

Authors

  • Ita Purnama Sekolah Tinggi Ilmu Ekonomi Bima Author
  • Nurkaidah Putri Sekolah Tinggi Ilmu Ekonomi Bima Author
  • Juhana Safitri Sekolah Tinggi Ilmu Ekonomi Bima Author

Keywords:

community empowerment, digital marketing, packaging innovation, product developmet, tradisional snack

Abstract

The COVID-19 pandemic has driven many businesses to innovate, particularly in product branding and packaging to remain competitive in the digital era. This community service project aimed to empower local SMEs in Salama, Kota Bima, with a focus on the traditional snack "Tarekli", which lacked attractive packaging and product variation. The objectives of the program were to increase product appeal and marketability through innovative packaging design and flavor development. The methods used included direct observation, surveys, and interviews with local Tarekli producers. The program was carried out in three stages: preparation, implementation, and evaluation. During the preparation stage, suitable packaging themes and flavor concepts were discussed. In the implementation phase, customized packaging was designed collaboratively with the SMEs, considering cost, aesthetics, and practicality. The evaluation stage involved revisiting the SMEs to assess the effectiveness and sustainability of the new product packaging and variations. The results indicated increased customer interest and a positive response from local markets, showing that aesthetic packaging and diverse flavors significantly enhance the competitiveness of traditional products. This project highlights the importance of packaging innovation and product development as strategic tools in supporting local economic empowerment.

References

Aji Pradnya Jaya, et al. (2021). Peran digital marketing dalam meningkatkan penjualan UMKM. Jurnal IMPACT: Implementation and Action, 2(2), 39–50.

Albertus Andika Hariyanto. (2020). Pengaruh kreativitas dan inovasi terhadap kinerja UMKM. Jurnal Manajemen dan Bisnis, 7(1), 15–24.

Analia, Devi, dkk. (2019). Social capital (network) efforts to improve the performance of micro business (UMK) in Padang City, West Sumatera. Jurnal Ekonomi Pertanian dan Agribisnis (JEPA), 3(1).

Aprianti, K., Mardian, I., Putri, F. A., Nurhaliza, A., Islamiyah, N., Nurafrianingsih, N., Faturrahman, & Muhsin. (n.d.). Penguatan ekonomi kreatif melalui inovasi produk UMKM Tarekli guna mendukung program wirausaha MBKM di Salama Kelurahan Na’e Kota Bima.

Jaya, A. P., dkk. (2021). Efektivitas penerapan digital marketing pada usaha distribusi gas LPG PT. Prapen Ananda Dewata Klungkung. [Artikel/Jurnal/Prosiding jika ada].

Karim, M. (2022). Definisi branding menurut Wikipedia. Wikipedia.

Mubarat, M., et al. (2021). Peningkatan kapasitas digital UMKM untuk pemasaran. Jurnal Manajemen Pemasaran Internasional, 14(1), 111–123.

Rahayu, S., & Azis, A. (2022). Fungsi kemasan dalam branding produk UMKM. Jurnal Ekonomi Kreatif, 5(2), 45–52.

Rohimah, R., & Tuti Kurnia, S. (2021). Inovasi produk UMKM melalui variasi rasa dan kemasan. Jurnal Manajemen Bisnis, 8(1), 23–30.

Sepri, D., & Hidayat, D. (2020). Branding produk memasuki masa new normal. Fakultas Komunikasi dan Desain, Universitas Adhirajasa Reswara Sanjaya (ARS University).

Sepri, M., & Hidayat, R. (2020). Strategi branding produk melalui media digital di masa new normal. Jurnal Pemasaran Digital, 3(1), 12–20.

Sulistio, A. B. (n.d.). Branding sebagai inti dari promosi bisnis.

Tobing, L., & Aini, N. (2022). Kemasan sebagai identitas merek UMKM. Jurnal Desain Produk, 6(3), 67–75.

Yunus, U. (2021). Digital branding: Teori dan praktik. Bandung: Simbiosa Rekatama Media

Downloads

Published

2025-07-01

How to Cite

Purnama, I., Putri, N., & Safitri, J. . (2025). Pengembangan Inovasi Kemasan Produk UMKM Tarekli Khas Salama Kota Bima. Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat, 2(02), 67-71. https://jurnal.devitara.or.id/index.php/abdimas/article/view/228