Development Strategy of Tempe Chips MSMEs through Digital Marketing in Asemrowo District, Surabay

Abstract

Tambak Sarioso Village, Asemrowo District, Surabaya, is a densely populated area whose local economy relies on micro-enterprises, particularly tempeh cracker production. However, the development of MSMEs in this area is hampered by conventional marketing practices, simple packaging, and low digital literacy. This community service program aims to increase the capacity of MSMEs through the use of digital platforms, enhancing visual brand image, and developing digital marketing strategies. The program was implemented through an initial survey, production assistance, digitalization training, visual content creation, Shopee and Instagram account activation, and promotional strategy development. The results showed increased product professionalism through new packaging and logos, the availability of promotional visual documentation, and MSME readiness to operate in the digital market. Furthermore, MSMEs demonstrated increased motivation, confidence, and understanding in managing online marketing activities. The digitalization of tempeh cracker MSMEs in Tambak Sarioso not only strengthens product identity but also serves as an effective community empowerment strategy to increase competitiveness and business sustainability in the digital era.