PELATIHAN BRANDING DALAM MENINGKATKAN KUALITAS PRODUK UNTUK MENINGKATKAN NILAI JUAL BAGI UMKM DI NEGERI MORELLA KECAMATAN LEIHITU KABUPATEN MALUKU TENGAH

Abstract

Negeri Morella is located in the Leihitu District, Central Maluku Regency, covering an area of 2,880 hectares. The village is 15 km from the district government center, which can be reached in about 1 hour by road, while it is approximately 109 km from the regency capital and 35 km from the provincial capital. Negeri Morella is known as a tourist village and a center for Malukan souvenirs. Given its potential, it is unfortunate that the souvenir products from Negeri Morella are only available in the Ambon area. In response to this issue, a branding training program has been designed to enhance the product value and increase brand awareness among both local communities and tourists through product design and mockup design. Additionally, another challenge is the difficulty in locating UMKM production houses in Negeri Morella, which results in many tourists not recognizing the village's identity. The outcomes of the design process include product designs, branding training, and the development of social media.