Pendampingan Scale Up UMK Kuliner Tradisional sebagai Upaya Peningkatan Ekonomi Masyarakat

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Jujun Village have considerable potential in local food products but continue to face challenges related to business legality, halal certification, food safety, packaging, and digital marketing. These conditions highlight the urgency of integrated assistance to strengthen MSME capacity and competitiveness. This community engagement program aimed to improve the capacity of MSME actors through strengthening business legality, halal certification, packaging development, and digital marketing. The program employed a Participatory Action Research (PAR) approach through problem identification, mentoring, training, practical implementation, monitoring, and participatory evaluation involving MSME actors and the village government. The results showed that, among 48 MSME actors, 32 (66.7%) successfully obtained Business Identification Numbers (NIB) through the Online Single Submission (OSS) system, while 30 (62.5%) successfully obtained halal certificates through the self-declare scheme. The program also produced more informative and attractive packaging designs and improved the participants’ ability to utilize social media and marketplaces for product promotion and sales. Challenges faced by participants who had not obtained complete legality and halal certification included OSS identity verification problems, limited digital literacy, limited mentoring duration, uncertified raw materials, and difficulties accessing existing SiHalal accounts. The program contributed to improved knowledge, independence, and readiness among MSME actors to manage their businesses more professionally, expand their market reach, and increase opportunities to enter broader markets.