Pendampingan Industri Rumah Tangga dalam Meningkatkan Branding dan Daya Tarik Produk Keripik Pisang di Pasar Digital Pekon Podosari

Abstrak

The development of home industries in various regions shows significant potential for improving the local economy. However, in its development, various obstacles remain for business owners, particularly related to weak branding and unattractive product packaging. These problems are also experienced by the banana chip home industry in Podosari Village. This study aims to provide assistance in improving branding and creating more attractive packaging innovations to increase product appeal in the digital market. Furthermore, this study also analyzes marketing strategies that can be implemented to increase the competitiveness of banana chip products. The method used in this study is a qualitative descriptive approach through observation, interviews, and documentation of business owners. The results show that mentoring with branding and packaging innovation can increase product sales value and expand marketing reach through digital media. The implementation of appropriate marketing strategies has proven to play a crucial role in increasing the competitiveness and sustainability of the banana chip home industry in Podosari Village.