Empowerment Strategy for Gurah Tea MSMEs in Wukirsari Village, Bantul Through Packaging Design Innovation and Product Branding Strengthening
Keywords:
SMEs, Gurah Tea, Branding, Local Potential, InnovationAbstract
This community service activity aims to improve the competitiveness of Teh Gurah products produced by MSMEs in Wukirsari Village, Bantul, through packaging design innovation and strengthening brand identity based on local potential. The main problems faced by businesses are a lack of innovation in packaging design and weak brand awareness among consumers, which has an impact on low market appeal and affordability. The method used is a qualitative approach through in-depth interviews and participatory observation, actively involving SMEs in the process of problem identification, strategy development, technical training, and evaluation of the implemented design and branding outcomes. The results of the activity showed that the new packaging with a more attractive, informative, and market-appropriate design successfully increased consumer interest and expanded product distribution to tourist locations and souvenir shops. Strengthening the brand identity through logos, product narratives, and digital promotion strategies also reinforced the product's image as part of the local identity of Wukirsari Village.
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Copyright (c) 2026 Atiqah Farahidatul Aliya, Rr. Hawik Ervina Indiworo, Shofif Sobaruddin Akbar
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