The Government's Efforts to Improve the Local Economy Through Empowerment of Micro, Small, and Medium Enterprises (MSMEs) and Sustainable Branding Education

This community service activity aims to strengthen the local economy by empowering Micro, Small, and Medium Enterprises (MSMEs) through sustainable branding education. The program was conducted at Coffee Shop Galery Gora, Baubau City, using a qualitative descriptive approach involving problem identification, activity implementation, and evaluation. The activities included product innovation training, branding education, packaging improvement, and digital marketing assistance. The results indicate that participants improved their entrepreneurial skills, developed innovative products based on local resources, enhanced product branding and packaging, and increased their ability to utilize digital marketing platforms. These improvements contributed to higher product competitiveness and broader market opportunities. The program also highlights the importance of collaboration among government, universities, and business actors to ensure the sustainability of MSME empowerment and support long-term local economic development.