IMPROVING THE ECONOMY OF MSMES THROUGH BRANDING AND IMPLEMENTING INNOVATIVE MARKETING STRATEGIES FOR SOKA CRAB DENGUE PRODUCTS

Abstract

Soka Crab is one of the superior marine products with great potential to be developed into high-value economic products. However, its utilization has been limited to selling fresh crabs without further processing. Through the Community Service Program under the Program Mahasiswa Mengabdi Desa (PMMD), training and mentoring were carried out for pond partners in Salok Api Laut Village, Samboja District, Kutai Kartanegara Regency. This activity aimed to increase product value through innovation of Soka Crab Jerky, strengthen product branding, and expand marketing reach through digital platforms (e-commerce). The implementation method included socialization, technical training on jerky processing, product packaging, branding and digital marketing workshops, as well as evaluative mentoring. The results showed an increase in partners’ knowledge and skills in marine-based product processing, along with greater motivation to develop their own businesses. This community engagement activity successfully produced an innovative product that has the potential to improve income and enhance the competitiveness of local MSMEs in a broader market.