Pemberdayaan UMKM Kuliner melalui Pendampingan Branding dan Pemasaran Digital pada “Kedai Mamah Amoy”

Abstract

Kedai Mamah Amoy is a micro, small, and medium-sized culinary enterprise (MSME) located in Garut Village, Garut Kota Subdistrict, Garut Regency. Although it offers signature dishes such as chicken noodles, meatballs, corndogs, and seblak with excellent flavors, the business faces classic challenges in the form of limited brand identity and marketing that relies solely on local customers. This Community Service (PKM) activity aims to empower Mamah Amoy’s Café through intensive mentoring in visual branding and digital marketing strategies. Implementation methods include outreach, training in logo and packaging design, creation of a new signboard, optimization of the business Instagram account, registration on Google Maps, and training in product photography using smartphones. The results of the activity showed a significant improvement in the physical appearance of the shop, the number of social media followers, market reach, and sales revenue. This program demonstrates that a participatory approach to branding development and simple digitalization can transform traditional culinary SMEs into more competitive businesses in the digital economy era