Utilization of Digital Platforms to Promote Cassava Cracker MSMEs in Kelumpang Village, Gas District

M. Zul Herdi Nata; Ahmad Zayn Fuadi; Reyhan Reyhan; M. Rifqi Akbar; Jupita Jupita; Patmawati Patmawati; Ismawardi Ismawardi; Desmawini Desmawini; Sri Indrawati Wahyuni; Bambang Sasmita Adi Putra

doi:10.55927/jpmb.v4i12.519

Authors

M. Zul Herdi Nata Universitas Islam Indragiri
Ahmad Zayn Fuadi Universitas Islam Indragiri
Reyhan Reyhan Universitas Islam Indragiri
M. Rifqi Akbar Universitas Islam Indragiri
Jupita Jupita Universitas Islam Indragiri
Patmawati Patmawati Universitas Islam Indragiri
Ismawardi Ismawardi Universitas Islam Indragiri
Desmawini Desmawini Universitas Islam Indragiri
Sri Indrawati Wahyuni Universitas Islam Indragiri
Bambang Sasmita Adi Putra Universitas Islam Indragiri

DOI:

https://doi.org/10.55927/jpmb.v4i12.519

Keywords:

MSME, Cassava Crackers, Local Product Branding, Digital Marketing, Shopee

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in sustaining local products and driving rural economic growth. This study aims to analyze the empowerment of the cassava cracker MSME in Kelumpang Village, Gaung Anak Serka District, Indragiri Hilir Regency. The assistance strategy includes brand identity creation, packaging development, business legalization, and digital marketing optimization through Shopee and TikTok Shop platforms. A case study approach was used with qualitative methods including field observation, interviews, and documentation. The findings reveal that prior to the intervention, the MSME lacked brand identity, used basic packaging, was not officially registered, and had no digital presence. Post-intervention, the MSME gained a strong brand identity, attractive packaging, legal business status, and active online sales accounts reaching markets beyond the local area. This study demonstrates that digitalization and brand strengthening significantly enhance the competitiveness of local MSMEs.

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