Product innovation through packaging and digital marketing in Morowudi pesantren village

Abstract

This research aims to address the challenges faced by micro-enterprises producing homemade snacks in the pesantren community of Morowudi Village by implementing packaging development for their products. This initiative seeks to enhance the competitiveness of snack products from home-based micro-enterprises by emphasizing the importance of packaging, developing appropriate technology, and establishing marketing networks. The preliminary design includes coordination with local authorities and business owners. The outcomes of this program consist of appropriate packaging techniques and increased understanding of packaging importance through training that involves creating brand names and product labels to produce innovative, appealing, and contemporary packaging. Moreover, the project promotes the use of digital marketing platforms such as Instagram, Shopee, and WhatsApp, aiming to help micro-enterprises expand product distribution through e-commerce and social media, thereby fostering independent promotion and sales.

Keywords: Product innovation; packaging design; digital marketing; micro-enterprise; pesantren community