PEMBERDAYAAN UMKM PRODUK SAMBAL MELALUI PENGUATAN IDENTITAS PRODUK DAN DIGITALISASI LOKASI USAHA SEBAGAI UPAYA OPTIMALISASI ASET DESA TUBO TENGAH

Abstract

This community service activity was carried out to address the product identity and marketing challenges faced by the home-based chili sauce business "Lombo'na" in Dusun Lombo'na, Tubo Tengah Village, Tubo Sendana District, Majene Regency, West Sulawesi. Although raw materials such as chili, coconut, and lemongrass are readily available from the owner's own land, the product has so far been packaged in plain, unbranded plastic containers and marketed only by word of mouth, so its reach has been limited to the hamlet. This activity aimed to strengthen the product identity through packaging improvement and logo design, and to digitalize the business location through registration on Google Maps, as an effort to optimize the economic asset of Tubo Tengah Village. The method used included field observation, interviews with the business owner, packaging design assistance, promotional banner production, and location registration, concluded with a program evaluation. The results show that the product now has a label, and the business location on Google Maps has received a 5.0 rating from seven consumer reviews, indicating an early positive response from consumers outside the hamlet. These results demonstrate that strengthening product identity and digitalizing marketing can expand the market reach of home-based MSMEs without the need to increase production volume.