Pendampingan Penguatan Branding Dan Optimalisasi Pemasaran Digital Pada UMKM Minyak VCO Sari Pala Melalui Kegiatan Proyek Desa Di Desa Sesandan

Abstract

The Village Project serves as a field learning medium for students to recognize the real conditions, potential, and challenges of economic development at the rural level. This activity was carried out in Banjar Sandan Lebah, Sesandan Village, Tabanan Regency, focusing assistance on the UMKM Minyak VCO Sari Pala owned by Mrs. Sayu Putu Yasani. Sesandan Village has an area of 287 hectares (2.87 km²) divided into seven Banjar Dinas with a total population of 2,340 people. The main obstacles faced by the UMKM Minyak VCO Sari Pala business owner include plain bottle packaging without informative labels, the absence of a physical business location marker, and limited use of digital-based marketing channels. The implementation method was carried out through a participatory descriptive approach, which included field observations, needs discussions with the business owner, visual identity design, print and audio-visual media production, and promotion management mentoring. The results of the activity show that designing a new packaging sticker successfully provided brand clarity and increased the aesthetic value of the pure coconut oil product. Installing a promotional banner in front of the business location improved consumer accessibility, while producing a short promotional video expanded marketing reach through social media platforms. In addition to helping improve the professionalism of the partner's business identity, this Village Project activity provided practical experience for students in collaborating with the local community.