Pendampingan Branding dan Legalitas Usaha melalui Perbaikan Kemasan serta Fasilitasi Sertifikasi Halal Produk Ultra Mikro di Serang
Keywords:
Branding, ABCD, Legalitas Usaha, Pemasaran, Usaha Ultra MikroAbstract
Usaha ultra mikro makanan dan minuman di Kota Serang menghadapi kendala pada konsistensi branding, legalitas produk, kualitas penutupan kemasan, dan pemasaran. Kegiatan pengabdian ini bertujuan memperkuat kesiapan usaha melalui edukasi branding dan pemasaran, fasilitasi sertifikasi halal, serta dukungan alat pengemasan yang disesuaikan dengan karakter produk. Pelaksanaan menggunakan asesmen kebutuhan, pelatihan dan pendampingan, fasilitasi legalitas, distribusi alat, serta monitoring. Evaluasi didasarkan pada observasi lapangan, wawancara, dokumentasi, daftar penerima manfaat, dan catatan pendampingan. Kegiatan tidak menggunakan desain pre-test dan post-test; oleh karena itu, hasil ditafsirkan sebagai capaian proses dan luaran, bukan bukti kausal peningkatan pengetahuan. Program memfasilitasi 14 usaha dalam proses sertifikasi halal, menyalurkan 7 paket hand sealer dan timbangan digital, 3 cup sealer, serta 1 proyektor kepada komunitas pendamping. Pendampingan mengarahkan penggunaan alat untuk memperbaiki konsistensi penutupan kemasan dan berat produk, sedangkan sertifikasi halal diposisikan sebagai penguatan kredibilitas dan kesiapan pemasaran. Namun, dampak terhadap daya simpan, omzet, dan akses ke ritel modern belum diukur. Evaluasi lanjutan perlu menggunakan pre-test–post-test, dokumentasi teknis sebelum–sesudah, serta pemantauan penjualan dan perluasan saluran pasar.
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Copyright (c) 2026 Julia Safitri, Fitri Normasari, Andi Harmoko Arifin, Retno Ryani Kusumawati
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