Capacity Building dan Positioning UMKM melalui Integrasi Digital Market Ecosystem di Desa Balleanging, Kabupaten Bulukumba

Muhammad Ichwan Musa; Uhud Darmawan Natsir; Ridwan Andi Mattoliang; Achmad Ridha; Muh Al Fatah Arief Putra

doi:10.61132/kegiatanpositif.v4i3.2826

Authors

Muhammad Ichwan Musa Universitas Negeri Makassar
Uhud Darmawan Natsir Universitas Negeri Makassar
Ridwan Andi Mattoliang Universitas Negeri Makassar
Achmad Ridha Universitas Negeri Makassar
Muh Al Fatah Arief Putra Universitas Negeri Makassar

DOI:

https://doi.org/10.61132/kegiatanpositif.v4i3.2826

Keywords:

MSME Capacity Building, Digital Market Ecosystem, Product Standardization, Branding And Packaging, Business Legality

Abstract

This community service program aimed to strengthen the operational capacity and market positioning of micro, small, and medium enterprises (MSMEs) in Balleanging Village, Ujung Loe District, Bulukumba Regency, through an integrated Digital Market Ecosystem approach. The assisted products comprised JUTSUKA salted-fish products, LUNRAQ virgin coconut oil, local bakery products, and village culinary products. The program applied a participatory, educational, and practice-oriented strategy through five stages: needs assessment, production and quality standardization, branding and packaging strengthening, business-legality mapping, and output evaluation with a sustainability plan. The intervention produced product-specific standard operating procedures, quality-control checklists, front-and-back label designs, packaging prototypes, before–after documentation, legality checklists and NIB/PIRT/Halal document folders, and an output-status matrix. The main documented change was a shift from largely tacit and fragmented business practices toward more explicit operational standards, stronger visual product identities, and better-organized compliance readiness. These results indicate that MSME digitalization should not be reduced to social-media promotion or marketplace adoption. Digital market readiness is more sustainable when production quality, product identity, legal compliance, documentation, and digital promotion are developed as an interconnected capability system.

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