Transformasi Digital UMKM Desa Karanggintung: Strategi Branding, Digital Marketing, dan Optimalisasi Google Maps

Abstract

This community service program aims to empower Micro, Small, and Medium Enterprises (MSMEs) in Karanggintung Village through a digital transformation strategy. The main problem faced by local MSMEs, such as traditional cassava chip (Kicimpring) producers, is limited market reach due to unstandardized packaging, lack of digital visibility, and minimal utilization of social media marketing. The method used in this service is participatory action learning through a 3-Pillar Strategy: physical identity engineering (branding and packaging), local digital visibility (Google Business Profile and Google Maps optimization), and digital virality (TikTok and CapCut video marketing). The results showed significant improvements in partner capabilities, including the creation of eco-friendly and airtight packaging complete with legal labelling (P-IRT and Halal), the registration of MSME physical locations on Google Maps with optimal Local Pack parameters, and the production of short promotional videos using CapCut for TikTok marketing. This transformation succeeded in building a digital growth flywheel that connects physical product experience with online searchability and viral marketing, expanding the market reach of Karanggintung MSMEs from local neighborhoods to potential national markets.