STRATEGI PENINGKATAN KUALITAS DAN PEMASARAN PRODUK MAKANAN RINGAN PADA KELOMPOK WANITA TANI (KWT) ARUM LESTARI DESA PANDAK BANYUMAS

The Arum Lestari Women Farmers Group (KWT) in Pandak Village, Banyumas, has significant potential in producing snacks but faces challenges regarding product quality and marketing strategies. The substantial potential of this productive community group indicates a promising opportunity for development. However, they are still confronted with various obstacles hindering their business growth. The main challenges are limitations in maintaining product quality, a lack of efficiency in the production process, and difficulties in marketing and business management. Their products are limited to standard variations without significant differentiation, making it difficult to compete in an increasingly competitive market. Furthermore, suboptimal branding means the products are not well known to consumers. On the other hand, relying on traditional marketing limits their market reach, causing them to miss opportunities to expand into a regional or even national market. This community service activity aims to empower the members of the women farmers group by improving product quality and strengthening marketing strategies. The methods used include training and mentoring, where the community service team provided material on product standardization, attractive packaging, and digital marketing techniques. The results of the activity show an 85% increase in the understanding and skills of the women farmers group members compared to their previous state in effectively managing and marketing their products. The quality of the product packaging became more professional, and the use of social media for promotion successfully increased their market reach. This community service activity is considered successful. This is indicated by the structured training and mentoring activities that have had a significant impact on the group's economic independence, which in turn can improve the welfare of the Arum Lestari KWT members.