PENGUATAN DAYA SAING UMKM IKAN KAYU MELALUI PELATIHAN DIGITAL BRANDING DAN KEUANGAN
Abstrak
Abstrak
Gampong Lampulo merupakan salah satu wilayah pesisir di Kota Banda Aceh yang dikenal sebagai sentra produksi ikan kayu, yaitu olahan ikan tuna atau tongkol yang diasap dan dikeringkan secara tradisional. Meskipun memiliki potensi ekonomi yang besar, para pelaku UMKM di sektor ini masih menghadapi berbagai tantangan, seperti keterbatasan dalam pemasaran digital, manajemen keuangan yang belum tertata, serta rendahnya daya saing produk di pasar yang lebih luas. Berdasarkan kondisi tersebut, kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas dan daya saing UMKM ikan kayu melalui pelatihan digital branding dan pengelolaan keuangan yang sederhana namun efektif. Metode yang digunakan meliputi pendekatan partisipatif dengan teknik ceramah, diskusi interaktif, dan praktik langsung. Pelatihan difokuskan pada dua aspek utama: (1) digital branding yang mencakup pembuatan logo, desain kemasan, konten media sosial, dan pemanfaatan platform e-commerce; serta (2) pencatatan keuangan sederhana berbasis aplikasi digital dan manual. Kegiatan ini melibatkan 30 pelaku UMKM di Gampong Lampulo. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta terhadap pentingnya citra merek dan pencatatan keuangan yang tertib. Sebanyak 80% peserta mampu membuat akun media sosial untuk bisnis mereka dan mulai menggunakan pencatatan keuangan harian. Dengan adanya pelatihan ini, pelaku UMKM ikan kayu memiliki peluang yang lebih besar untuk mengembangkan usaha secara berkelanjutan dan memperluas pasar mereka secara digital.
Kata Kunci: UMKM, Digital, Branding, Keuangan, Daya Saing
Referensi
REFERENSI
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