From Marine Potential To Superior Local Products: Empowering Kerupuk Klejat Msmes In Serangan Village, Bali Through Packaging Innovation And Digital Marketing

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are one of the primary drivers of Indonesia’s local economy, particularly in coastal communities that depend on marine resources. Serangan Village, Denpasar, Bali, possesses abundant marine potential, including the production of Kerupuk Klejat, a traditional seafood-based cracker made from local shellfish. Despite its unique taste and cultural value, the product faces challenges related to unattractive packaging, limited branding, and conventional marketing practices, which reduce its competitiveness in modern markets. This community engagement program aimed to enhance the competitiveness of Kerupuk Klejat MSMEs through packaging innovation and digital marketing assistance. The activities were conducted on 29–30 June 2026 using participatory methods consisting of observation, interviews, discussions, packaging redesign, branding assistance, and digital marketing education. The mentoring process encouraged collaboration between university students and local entrepreneurs in developing product identity while preserving its traditional characteristics. The results indicate improvements in product appearance, increased awareness of branding, and enhanced understanding of digital marketing strategies among MSME owners. Furthermore, the program strengthened the confidence of business owners in promoting their products to broader markets beyond the local community. The collaboration demonstrates that simple innovations supported by academic knowledge and local wisdom can create sustainable economic value for coastal MSMEs. This initiative contributes to the achievement of Sustainable Development Goal (SDG) 8 by promoting inclusive economic growth and SDG 12 through responsible production and sustainable business practices.