Optimalisasi Digital Marketing melalui Branding, Google Maps, dan Pendampingan Halal pada UMKM Tempe Daun Nyangkuh Argasoka Banjarnegara

Abstract

The "Tempe Daun Nyangkuh" MSME in Argasoka Village, Banjarnegara Regency, is a local food business with significant economic potential; however, it faces challenges regarding digital marketing, business location visibility, and product legality. These issues limit its market reach and competitiveness in the digital era. This community service initiative aims to enhance the MSME's competitiveness by optimizing digital marketing—specifically through strengthening product branding, establishing a Google Maps business location, and providing guidance on the halal certification process. The implementation employed a participatory approach involving observation, needs assessment, outreach, training, mentoring, implementation, and evaluation. The branding program focused on refining the product's visual identity and digital promotional materials. Creating a Google Maps location aimed to make it easier for consumers to find the business and to boost the MSME's digital presence. Mentoring on halal certification was provided to improve the business owner's understanding of certification requirements and application procedures, thereby fostering greater consumer trust. The results indicate that the MSME now possesses a clearer brand identity, is registered on Google Maps (making it more accessible to consumers), and that the business owner understands and has begun the steps for halal certification. Implementing this program has positively impacted the business owner's capacity to utilize digital technology for promotion and business development. This initiative is expected to serve as a model for digital marketing-based MSME empowerment that can be applied to other local food MSMEs to expand market access, build consumer trust, and sustainably strengthen business competitiveness.