Community Empowerment through Product Branding and Digital Marketing Techniques to Improve Economic Competitiveness and Entrepreneurship of Urban Families

Abstract

Product packaging and product branding will be key factors in introducing products to consumers, especially through digital media because most people are already digital media literate. However, these things are problems faced by business actors in South Meruya Village. As a manifestation of the responsibility of higher education institutions to the community, this is by providing educational solutions through community service activity programs to the people of Meruya Selatan Subdistrict, which is one of Mercu Buana University's partners, in the form of training activities on product packaging processes that are efficient, environmentally friendly and have high selling value levels as well as creating a branding design, where later this packaging and branding will become a distinctive feature for the products that will be marketed by these household entrepreneurs. Training activities are divided into three, namely training session 1 (Basics of Branding and Packaging Design), training session 2 (branding and digital marketing techniques) and training session 3 (accounting recording methods and COGS calculations). The output targets resulting from this activity are branding designs that can be used as trademarks, product packaging designs and product marketing processes produced through online digital media (marketplace).