Pengembangan Kapasitas Produksi dan Strategi Branding UMKM Rajutan di Desa Bantarmara untuk Meningkatkan Ekonomi Lokal

Abstract

Bantarmara Village Knitted Micro, Small and Medium Enterprises (MSMEs) have an important role in improving the local economy in Bantarmara Village, Cisarua District, including creating jobs and increasing people’s income. Knitted MSMEs have the potential to develop, because they have high aesthetic value and have their own appeal in local and national markets. Rajutan MSMEs in Bantarmara Village have obstacles in developing the business, including limitations in increasing production capacity, lack of understanding of branding and digital marketing strategies. Community service carried out in Bantarmara Village, Cisarua District through training and mentoring activities related to production capacity, branding and digital marketing strategies aims to improve the local economy in Bantarmara Village. Bantarmara Village knitted MSMEs are expected to increase production capacity so that they can increase sales. Increasing production capacity is carried out throught knitting training activities with instructors/resources who are experienced in the field of knitting. Branding strategy assistance is focused on introducing branding concept and creating logos that can strengthen product identity. One of the significant things about this activity was the creation of the product name “ Bianita Collection” and a logo designed with elements that depict the local identity and traditions of Bantarmara marketing assistance is carried out by developing an effective digital marketing strategy by creating an account on the e- commerce platform.