Assistance for MSMEs Rempeyek through Branding and Digital Marketing Strategies in Sungai Bungin Hamlet, Tuk Jimun Village, Kemuning District

Abstract

The mentoring program for Ibu Umi’s Rempeyek MSME in Sungai Bungin Hamlet, Tuk Jimun Village, Kemuning District, aimed to enhance competitiveness through branding strategies and digital marketing using social media. Prior to the mentoring, the business faced several limitations, such as using plain packaging without brand identity, lacking business legality, and relying solely on conventional sales channels. The mentoring process included designing a logo and brand identity, developing product packaging, registering a Business Identification Number (NIB), and utilizing Instagram as a digital marketing platform. The results show significant improvements, with the rempeyek product now having a clear brand identity, more attractive and standardized packaging, and wider market reach through Instagram promotion. Overall, this program successfully strengthened the image, market value, and sustainability potential of the rempeyek business both locally and regionally.