Capacity-Building Assistance for Kenjeran Cracker SMEs Focused on Enhancing Competitiveness Through the Marketing Mix, Sustainable Business Management, and Energy-Efficient Drying Machines

Abstract

This community service activity aims to enhance the competitiveness and sustainability of Bu Pina’s Crackers MSME in Kenjeran, Surabaya, through the application of appropriate technology, strengthening the marketing mix, digital marketing, and improving business management and financial accounting capabilities. The partner’s main challenges include a cracker drying process that still relies on sunlight, limited marketing efforts—which are still conducted offline and through bulk sales to middlemen—suboptimal product packaging, and the absence of business financial record-keeping. The implementation method involved observation, coordination, training, mentoring, and the application of appropriate technology in the form of a low-voltage cracker drying machine. The results of the activity demonstrated an increase in the partner’s capacity in the drying process, product packaging and labeling, marketing through the Shopee and TikTok marketplaces, as well as simple business management and financial record-keeping. Products that were previously sold in bulk began to be developed in packaging that was more informative and attractive, while the marketing strategy evolved from an offline system to a hybrid approach. This initiative demonstrates that the integration of appropriate technology, the marketing mix, digital marketing, and strengthened business management can serve as a strategy to enhance the competitiveness, efficiency, professionalism, and sustainability of Bu Pina’s Cracker MSME.