PENDAMPINGAN PENINGKATAN PEMASARAN MELALUI STRATEGI PELABELAN DAN KEMASAN PRODUK KERIPIK PISANG “BANACHIP” DESA WRINGIN ANOM KECAMATAN PANARUKAN KABUPATEN SITUBONDO

Abstract

The purpose of this community service activity is to provide assistance to Micro, Small, and Medium Enterprises (MSMEs) in improving product marketing through effective labeling and packaging strategies. This activity was carried out on the banana chips MSME product “BanaChip” located in Wringin Anom Village, Panarukan District, Situbondo Regency. The preliminary survey results showed that the product had not yet reached a wider market due to limited branding, unattractive labels, and inadequate packaging that did not optimally protect the product. The assistance method used in this activity included field surveys, problem identification, planning, and direct mentoring in the form of theoretical explanations and practical implementation of improved labeling and packaging designs. The renewal of product labels focused on providing clear product information, strengthening brand identity, and increasing consumer appeal. Meanwhile, packaging innovation was carried out by replacing conventional plastic packaging with standing pouch packaging to enhance product durability, practicality, and visual attractiveness. The results of this activity indicate that improved labeling and packaging can significantly enhance product image, increase consumer trust, and expand marketing reach, particularly outside the village area. This community service is expected to contribute to strengthening the competitiveness of MSME products and supporting sustainable local economic development in Wringin Anom Village.