Local Government Strategies in Supporting Digital Marketing and Product Packaging Design for Local Food SMEs

Abstract

This study aims to analyse the strategies of the Local Government, through the Department of Cooperatives and SMEs of Deli Serdang Regency, in supporting the development of local food SMEs, particularly Kacang Bawang Rahasia, through digital marketing and product packaging design. The main challenges faced by SMEs include low digital literacy, suboptimal use of digital marketing media, and packaging designs that have not effectively represented product value. This research adopts a qualitative descriptive approach, with data collected through interviews, observation, and documentation. Data analysis was conducted through data reduction, data display, and conclusion drawing. The findings indicate that local government strategies are implemented through training and mentoring in digital marketing, utilisation of social media and digital marketplaces, and the development of informative packaging designs aligned with product characteristics. A participatory approach and continuous learning process play a crucial role in enhancing SMEs’ capacity, competitiveness, and sustainability in the local food sector.