OPTIMIZATION OF UMKM UPSCALING STRATEGY IN PLUMBON VILLAGE, SEMARANG REGENCY BASED ON IMPLEMENTATION OF SCIENCE AND TECHNOLOGY AND DIGITAL MARKETING

Abstract

Micro, Small, and Medium Enterprises (MSMEs) contribute significantly to economic growth, reduce poverty and unemployment, create jobs, and empower communities. The food processing sector is the largest and consistently growing business in Indonesia. Increasing community income can be achieved through entrepreneurship or home industries, one of which is SB11, an MSME producing frozen food and various snacks. SB11 produces various types of processed foods such as boneless chicken feet, soursop dodol, citul/sempolan, and fried meatballs (basreng). Before the Covid-19 pandemic, SB11 was able to absorb significant employment in the surrounding area. However, post-pandemic until now, SB11's productivity and profitability have been unstable. The problems that occur are the lack of innovation and creativity in entrepreneurship, low adoption of digital literacy, suboptimal implementation of Appropriate Technology (TTG), digital marketing, branding, and business licensing are not optimal. The mindset and use of conventional and simple production tools/methods also become obstacles in efforts to increase productivity, profitability, effectiveness and efficiency towards upscaling MSMEs. The method of implementing activities is by: 1) Socialization; 2) Training; 3) Application of technology; 4) Mentoring and evaluation; and 5) Sustainability of the program. The activities carried out are: 1) Appropriate Technology (TTG) in the form of an isometric mixer machine and an oil draining machine (spinner); 2) Business management assistance; 3) Redesign of eye-catching, attractive and meaningful product packaging and labels; 4) Assistance in expanding cooperation expansion and; 5) Assistance in legal business licensing.