Peningkatan Kapasitas UMKM Kue Tradisional Jambi melalui Sosialisasi Strategi Pengembangan Usaha di Kecamatan Telanaipura

Abstract

Traditional Jambi cakes represent one of the region’s culinary heritage assets with economic potential to be developed through the Micro, Small, and Medium Enterprises (MSME) sector. However, MSME actors in Telanaipura District still face various challenges, including limited product innovation, digital marketing skills, packaging, and business management. This community service activity aims to strengthen the capacity of traditional cake MSME actors through the dissemination of business development strategies, which include product innovation, branding, digital marketing, simple financial management, and competitiveness enhancement strategies. The implementation methods consisted of preliminary observation, needs assessment, workshops, mentoring, and evaluation. The results indicate an improvement in participants’ understanding of MSME development strategies as well as their ability to utilize digital platforms for product marketing. This activity is expected to encourage business sustainability and enhance the competitiveness of traditional Jambi cake MSMEs.This community service activity aims to enhance the capacity of traditional cake MSME actors through product innovation strategies and digital marketing in Telanaipura District. The activity involved 25 MSME participants and was conducted over a period of two months. The evaluation results indicate an improvement in participants’ understanding, with a 78% increase in digital marketing knowledge and a 72% improvement in the ability to calculate the cost of goods sold (COGS). This demonstrates that a participatory and practice-based approach is effective in improving the competitiveness of MSMEs. The results of the activity indicate that most participants experienced improvements in both understanding and skills, particularly in digital marketing and financial management. A total of 78% of participants were able to create simple promotional content, and 72% were able to calculate the cost of goods sold (COGS) more accurately. These findings demonstrate that a practice-based approach is effective in enhancing the competitiveness of traditional cake MSMEs.