Peningkatan Kapasitas UMKM Mama OAP Kabupaten Merauke Melalui Pelatihan Produksi, Branding, dan Pemasaran

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in driving local economic growth, including in eastern regions of Indonesia such as Merauke Regency. One of the promising groups of MSME actors that still faces various challenges is the Mama Orang Asli Papua (OAP). Common problems encountered include limited production capacity, suboptimal product branding, and minimal use of digital media for marketing. This Community Service (PKM) activity aims to enhance the capacity of Mama OAP MSMEs through an integrated training program covering three main aspects: production, branding, and digital marketing. The implementation method uses a participatory approach, consisting of need identification, training, mentoring, and evaluation stages. The results of the activity show a significant increase in participants' knowledge and skills. Participants were able to apply more hygienic and efficient production techniques, create more attractive product identities, and begin marketing their products online through social media. This activity demonstrates that contextual and sustainable training can improve the competitiveness of local MSMEs and empower culturally based communities. Ongoing mentoring is needed to sustain the training outcomes and encourage Mama OAP MSMEs to grow independently and competitively in broader markets.

Keywords: MSMEs, Mama OAP, training, production, branding, digital marketing, Merauke.