PENGUATAN KREATIVITAS DAN DAYA SAING UMKM BERBASIS PEMANFAATAN SDA LOKAL MELALUI MANAJEMEN KEUANGAN DAN DIGITAL MARKETING

Abstract

MSMEs that rely on local natural resources in Wamena still face challenges in terms of product innovation, packaging that lacks distinctive features, weak financial management, and limited market reach. This community service project was carried out in Wamena, specifically in Kampung Likino, Distrik Hubikosi, Kabupaten Jayawijaya, Papua Pegunungan, with the aim of enhancing the creativity and competitiveness of MSMEs through the implementation of financial management practices and digital marketing. Participatory methods were implemented through potential identification, focus group discussions, training, product development, improvements to packaging and product storytelling, product photography, social media and marketplace practices, and mentoring. The results of these activities showed that participants were able to create variations in product presentation, improve the information on packaging, develop narratives focused on local resources, maintain simple financial records, and produce promotional content for digital platforms. These results support product differentiation, expand the scope of promotion, and create opportunities for increased sales and revenue. Ongoing mentoring is essential to maintain product innovation, discipline in financial management, and consistency in digital promotion.