EMPOWERMENT OF MSMES PRODUCING MACKEREL FISH CRACKERS THROUGH PRODUCTION QUALITY IMPROVEMENT AND MARKETING STRATEGIES: A CASE STUDY ON MRS. AGUSNAWATI’S BUSINESS

Abstract

This community service program aims to improve the quality of production and marketing strategies of the Tenggiri Fish Crackers Business owned by Mrs. Agusnawati in Pulau Terong Village, Batam. The methodology includes direct observation, interviews, logo design using Canva application, and the creation of social media accounts for promotional purposes. Additionally, sticker printing was facilitated by the team members traveling to Batam. The results indicate that the program was successfully implemented, leading to enhanced visual identity through the creation of a logo and online promotion. The fish crackers product now has a more professional branding, enabling it to reach a broader market. Furthermore, collaboration between the implementing team and the community demonstrates successful empowerment of the grassroots economy. It is expected that social media promotional strategies can increase product competitiveness and market reach, providing long-term benefits for the sustainability of the business.