Penguatan Kapasitas UMKM Kue Adee Meureudu Pascabanjir melalui Pelatihan Literasi Keuangan, Penguatan Merek Produk, dan Pemasaran Digital

This community service program aimed to strengthen the capacity of Kue Adee Meureudu microenterprise actors in Pidie Jaya Regency after flooding through financial literacy, product brand strengthening, and pemasaran digital training. Initial identification found disrupted production and sales, limited working capital, irregular financial records, the mixing of personal and business finances, incomplete calculation of production costs and profits, inconsistent product identities, and reliance on conventional marketing. The program applied a participatory approach through coordination, needs assessment, training, hands-on practice, mentoring, monitoring, and descriptive evaluation. Seven microenterprise actors participated in the program. The activities produced a simple financial-recording format, production-cost and selling-price exercises, brand and label concepts, packaging recommendations, and examples of digital promotional content. The financial-management outputs reached the initial implementation stage, while brand, packaging, and digital-marketing outputs remained under development and mentoring. Continued mentoring is required to assess consistent adoption and its effects on sales, profits, customers, and market reach.