Pendampingan Inovasi Dan Diversifikasi Produk Berbasis Kebutuhan Pasar Bagi UMKM Kota Cirebon
Keywords:
UMKM, Inovasi Produk, Diversifikasi Produk, Kebutuhan Pasar, Daya SaingAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting economic growth and employment generation in Indonesia. However, many MSMEs, particularly in the food and culinary sector, continue to face challenges such as limited product variety, low utilization of digital technologies, and insufficient understanding of market needs. This Community Service Program aimed to enhance the capacity of MSMEs in product innovation and market-oriented product diversification in Cirebon City. The program employed a participatory approach consisting of five stages: partner needs assessment, market needs survey, product innovation workshops, product development mentoring, and evaluation. The participating MSMEs included Dana Kinasih, Syukuri, Torani Sumoer Makmur, Sambal Anakku, and Rumah Kukus. The results demonstrated significant improvements in both innovation capacity and business competitiveness. The total number of products increased from 8 to 16, average monthly revenue rose from IDR 3,000,000 to IDR 4,500,000, and the number of new customers increased by 25%. Furthermore, pre-test and post-test evaluations indicated substantial improvements in participants’ understanding of product innovation, digital marketing, e-commerce, and the application of Artificial Intelligence (AI) in business. Market survey findings revealed that consumers preferred products with modern packaging (85%), diverse flavor variants (70%), and convenient online purchasing options (75%). These findings suggest that market-oriented product innovation and diversification mentoring is an effective approach to improving the competitiveness and sustainability of MSMEs in Cirebon City.
References
Andrianata, M., Sudarmiatin, S., & Rahayu, W. P. (2024). MSME product innovation as a competitiveness strategy in local and global markets. Oikonomia, 1(1). https://doi.org/10.61942/oikonomia.v1i1.279
Asmara, M. A., Ferdiansyah, F. R., Rozak, A., Sabila, S. N., Rizal, M. K., Aprila, D. S., & Buchori, A. (2024). Mentoring on PESTEL strategy and SWOT analysis for KADIN Kota Bandung’s MSMEs to enhance digital transformation. Jurnal Pengabdian UNDIKMA, 5(4). https://doi.org/10.33394/jpu.v5i4.13145
Azzahra, S., & Nawawi, Z. M. (2025). Indonesian MSMEs’ survival strategies in facing global competition: A systematic literature review. Malacca, 2(2). https://doi.org/10.69965/malacca.v2i2.166
Effendi, M. I., Sugandini, D., Saputra, R., Arundati, R., & Purnama, R. F. (2025). Reframing MSME competitiveness: Integrating digital transformation, customer-centric value, and green innovation for sustainable advantage. Research Synergy Foundation Conference Proceeding Series, 5(2). https://doi.org/10.31098/bmss.v5i2.1078
Fahrati, E., Sanjaya, H. K., & Safitri, E. (2024). Navigating the business landscape: The influence of infrastructure, financial inclusion, innovation, and government policy on Indonesian MSMEs. International Journal of Business, Law, and Education, 5(1). https://doi.org/10.56442/ijble.v5i1.424
Fauziah, A., Viola, A., Ardianti, A. R., Maulida, F., & Daeli, E. G. (2024). Peran UMKM terhadap stabilitas ekonomi Indonesia. Jurnal Riset Akuntansi, 2(4). https://doi.org/10.54066/jura-itb.v2i4.2593
Huda, E. Z., & Alfathikhah, A. R. N. (2025). Analysis of consumer behavior on UMKM snack purchasing decisions at the Culinary Center of Karanganyar City. JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur, 6(1). https://doi.org/10.56456/jebdeker.v6i1.903
Jaya, F. M., Yati, Y., Sucipto, S., Siswanto, R., Kadarisman, K., Oktalina, G., & Widayanti, A. (2025). Branding and digital marketing innovation for Siwang MSMEs empowerment in Indramayu West Java. Jurnal Pengabdian UNDIKMA, 6(3). https://doi.org/10.33394/jpu.v6i3.16760
Maulana, F. R. (2024). From traditional to digital: Exploring the online marketing transformation of culinary micro, small, and medium enterprises (MSMEs) in Karawang Indonesia. Open Access Indonesia Journal of Social Sciences, 7(5). https://doi.org/10.37275/oaijss.v7i5.269
Muis, I. (2025). A PRISMA-guided systematic review on the business performance of small and medium enterprises in Indonesia. Journal of Accounting and Finance Management, 6(3). https://doi.org/10.38035/jafm.v6i3.2261
Novita, M., Senowarsito, S., Hermana, R., & Sutomo, S. (2024). Regional empowerment through tuberose-based MSME product innovation and appropriate technology in Doplang Village. Community Empowerment. https://doi.org/10.31603/ce.12358
Nurchayati, N., Sukardi, S., Suparmi, S., Hikmah, H., & Ratnawati, A. T. (2024). Increasing the competitiveness of food MSMEs through diversification, innovation, and creativity, in Gemah District, Semarang City. International Journal of Community Engagement and Development, 2(2). https://doi.org/10.59581/ijced.v2i2.20
Piawi, K., Nurlita, D., Nazira, A., Rahayu, V. G., & Anjli. (2025). Pemberdayaan UMKM desa melalui pelatihan partisipatif berbasis inovasi produk: Studi kasus keripik pisang lumer di Pulau Kedundung. Jurnal DP, 1(2). https://doi.org/10.64008/jdpp.v1i2.45
Pratiwi, D., Ekowati, L., Setya, Y. F. P., Lestari, U. P., Utie, M. S., Ulfa, M., & Widoyoko, B. (2025). Improving trademark literacy through digital training and mentoring for MSMEs in the Jawara Depok Community. Jurnal Pemberdayaan Komunitas MH Thamrin, 7(2). https://doi.org/10.37012/jpkmht.v7i2.2854
Pristiya, N., Nurkarantina, N., Meliyansyah, P., Wahyuni, P., Ramlah, R., & Mentari, T. (2024). Pendampingan UMKM dalam meningkatkan volume penjualan dan inovasi di era digital pada UMKM Warung Mama Ifit. Jurnal Penelitian Dan Pengabdian Masyarakat, 2(4). https://doi.org/10.61231/jp2m.v2i4.299
Purbawati, D., A., P., Saryadi, & Nurseto, S. (2025). Sustainable growth for rural entrepreneurs: A strategic approach to product diversification in Rowosari’s MSMEs. Journal of Economics, Finance and Management Studies, 8(7). https://doi.org/10.47191/jefms/v8-i7-52
Rachmadio, R. E., Syahlan, F., Amir, M., & Nugraha, D. (2025). Community service program for enhancing UMKM competitiveness through formalization and halal certification. Journal of Community Service, 2(3). https://doi.org/10.62569/hjcs.v2i3.230
Setiany, E., Hidayah, N., Setiyawati, H., Listyaningsih, F., Feriyanto, D., Ramadhan, K., Zamzami, A. H., Rahayu, M., & IH, M. H. (2025). Fostering of halal culinary products through marketing innovation for MSME partners in Meruya Selatan Village. Dinamisia, 9(2). https://doi.org/10.31849/dinamisia.v9i2.24679
Sirait, E., Sugiharto, B. H., Abidin, J., Padang, N. S., & Putra, J. E. (2024). Peran UMKM dalam meningkatkan kesejahteraan perekonomian di Indonesia. El-Mal, 5(7). https://doi.org/10.47467/elmal.v5i7.4160
Sudjatmoko, A., Ichsan, M., Astriani, M., Mariani, & Clairine, A. (2023). The impact of COVID-19 pandemic on the performance of Indonesian MSME with innovation as mediation. Cogent Business & Management, 10(1). https://doi.org/10.1080/23311975.2023.2179962
Sulandari, W., Aryono, G. D. P., Purnama, A. W., Kohar, A., & Ardiansyah, R. C. E. (2025). Pendampingan UMKM Keripik Wulan 008 di Desa Panimbang Jaya: Inovasi produk, branding, digitalisasi pemasaran, pencatatan keuangan, dan pengajuan bantuan mesin produksi. Jurnal Pengabdian Masyarakat Waradin, 5(3). https://doi.org/10.56910/wrd.v5i3.790
Sunafiah, A., & Widayati, N. (2025). Pengaruh pertumbuhan unit UMKM dan tenaga kerja UMKM terhadap produk domestik bruto: Studi kasus di Indonesia. Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 5(3). https://doi.org/10.55606/jimek.v5i3.8065
Zahara, Z., Muslimin, M., Santi, I., & Farid, F. (2025). Facing difficulties in culinary SMEs: Innovative performance and digital marketing as mediators. Brazilian Business Review. https://doi.org/10.15728/bbr.2024.1848.en
