Implementasi Digital Marketing dan Inovasi Desain Kemasan Produk Pada UMKM Doa Ibu Di Desa deluk

This final project aims to analyze the business situation and implement digital marketing strategies and packaging design innovations for the MSME Doa Ibu in Deluk Village, Bengkalis. The methodology employed involved observation, interviews, documentation, and program implementation. Analysis was conducted using SWOT, Segmentation, Targeting, and Positioning (STP), as well as the marketing mix (4P) framework. The results indicate that the MSME possesses strengths in product quality, distinctive taste, business legality, and customer trust, yet faces weaknesses regarding digital promotion and packaging design. The implementation of digital marketing utilizing Instagram Business, Facebook Business, WhatsApp Business, Google My Business, and Facebook Marketplace successfully increased promotional reach and consumer interaction, while also raising business revenue from approximately IDR 4,550,000 to IDR 5,200,000. The innovation of standing-pouch packaging, featuring a more modern label design, has enhanced product appeal and strengthened brand identity. Although challenges such as limited internet connectivity, digital media management capabilities, and time constraints for promotion arose, these were successfully overcome through guidance and content planning. Project results demonstrate that the implementation of digital marketing and packaging innovation has boosted competitiveness and supported the sustainable development of the MSME Doa Ibu.