Strategies to Enhance the Competitiveness of Salted Fish MSMEs in RT 28 Manggar Baru, Balikpapan Timur through Product Digitalization and Marketing Assistance Integration

Strategi Peningkatan Daya Saing UMKM Ikan Asin di RT 28 Manggar Baru, Balikpapan Timur melalui Integrasi Digitalisasi Produk dan Pendampingan Pemasaran

Abstract

Micro, Small, and Medium Enterprises (MSMEs) producing salted fish in coastal areas, particularly those located in the Manggar Baru subdistrict, face challenges and limitations in marketing their products because they still rely on collectors and buyers who come directly to their homes. As a result, the potential for business development has not been fully realized. This Community Service Program (KKN) aims to introduce digital marketing and provide training in promotional design for MSME operators, enabling them to enhance product attractiveness and expand their market reach. The program employs the Participatory Action Research (PAR) and Asset-Based Community Development (ABCD) approaches as its service methods. The community actively participated in the problem identification process through interviews and discussions, followed by awareness sessions on the importance of digital marketing and training in creating product designs suitable for social media. The results of the program indicate an increased understanding of digitalization among MSME operators, as well as basic skills in creating simple, attractive, and relevant promotional designs for their products. Through this activity, it is expected that MSMEs will become more independent in marketing their products and sustainably improve their business competitiveness.