Penguatan Daya Saing UMKM Dua Enam Snack Desa Sidigede melalui Re-Branding Produk dan Digitalisasi Pengelolaan Keuangan

Abstract

UMKM Dua Enam Snack Bakery di Desa Sidigede memiliki potensi pengembangan melalui variasi produk pangan, tetapi masih menghadapi keterbatasan dalam penguatan identitas merek, pemasaran digital, dan pengelolaan keuangan. Kegiatan ini bertujuan meningkatkan daya saing UMKM melalui re-branding produk dan digitalisasi pengelolaan keuangan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data diperoleh melalui observasi, wawancara, dokumentasi, dan analisis biaya produksi selama kegiatan pendampingan pada 31 Juli–11 Agustus 2026. Hasil kegiatan menunjukkan bahwa re-branding menghasilkan logo, desain kemasan, katalog produk digital, dan banner usaha yang lebih konsisten dan profesional. Pada aspek keuangan, mitra mampu memahami pencatatan transaksi digital, pemisahan keuangan pribadi dan usaha, serta perhitungan Harga Pokok Produksi (HPP). Hasil perhitungan menunjukkan HPP Fudgy Brownies sebesar Rp4.007 per pcs dengan harga jual awal Rp4.000, sedangkan HPP Bolen Pisang sebesar Rp2.490 per pcs dengan harga jual awal Rp2.500. Temuan tersebut menjadi dasar evaluasi harga dan strategi peningkatan volume penjualan. Kegiatan ini menunjukkan bahwa integrasi re-branding dan digitalisasi keuangan dapat memperkuat kapasitas manajerial, profesionalitas, serta daya saing UMKM secara berkelanjutan.

The "Dua Enam Snack Bakery" MSME in Sidigede Village holds potential for growth through product diversification but faces limitations regarding brand identity, digital marketing, and financial management. This initiative aims to enhance the MSME's competitiveness through product rebranding and the digitalization of financial management. A descriptive qualitative approach with a case study design was employed. Data were gathered through observation, interviews, documentation, and production cost analysis during the assistance period from July 31 to August 11, 2026. The results indicate that rebranding efforts yielded a more consistent and professional logo, packaging design, digital product catalog, and business banner. Regarding financial aspects, the business owner gained an understanding of digital transaction recording, the separation of personal and business finances, and the calculation of the Cost of Goods Sold (COGS). Calculations revealed a COGS of Rp4,007 per piece for Fudgy Brownies (against an initial selling price of Rp4,000) and Rp2,490 per piece for Banana Bolen (against an initial selling price of Rp2,500). These findings serve as a basis for evaluating pricing and strategies to increase sales volume. The initiative demonstrates that integrating rebranding and financial digitalization can sustainably strengthen the MSME's managerial capacity, professionalism, and competitiveness.