Transformation of Traditional Micro Enterprises: Product Innovation and Marketing of "Rasamadu" Sticky Rice Tape with Appropriate Technology

Achmad Faqih, Keke Shabrina Nurmalitasari, Bukhori Bukhori, Sandi Nasrudin Wibowo

Abstract


Pengabdian masyarakat ini bertujuan melakukan transformasi usaha mikro tradisional melalui penerapan inovasi produk dan strategi pemasaran modern dengan menggunakan teknologi tepat guna. Topik ini dipilih karena pentingnya daya saing usaha mikro agar lebih adaptif terhadap perubahan pasar dan teknologi. Metode pengabdian terdiri dari pelatihan penggunaan mesin pencetak tape ketan yang dapat meningkatkan efisiensi produksi, pendampingan dalam penerapan manajemen pemasaran digital, serta pelatihan inovasi produk dan penguatan manajemen keuangan. Inovasi produk mencakup pengembangan variasi rasa, kemasan yang lebih menarik, serta registrasi produk ke lembaga sertifikasi pangan untuk meningkatkan kepercayaan konsumen. Hasil kegiatan menunjukkan peningkatan signifikan dalam kapasitas produksi, perluasan jangkauan pasar melalui strategi pemasaran digital, serta peningkatan omzet penjualan. Secara keseluruhan, transformasi usaha mikro ini tidak hanya meningkatkan daya saing Tape Ketan "Rasamadu," tetapi juga memberikan dampak positif terhadap kesejahteraan pengusaha mikro dan masyarakat sekitarnya. Transformasi ini penting untuk memastikan keberlanjutan usaha mikro tradisional di era modern dan berkontribusi pada pertumbuhan ekonomi lokal.

Kata kunci — Transformasi Usaha Mikro, Inovasi Produk, Pemasaran Digital, Tape Ketan

Abstract

This community service seeks to transform traditional micro-enterprises through the application of product innovation and modern marketing strategies using appropriate technology. This topic was chosen due to the importance of improving the competitiveness of micro-enterprises, enabling them to be more adaptive to market and technological changes. The service method includes training in the use of glutinous rice tape printing machines that can increase production efficiency, assistance in implementing digital marketing management, as well as training in product innovation and strengthening financial management. Product innovation includes developing flavour variations, more attractive packaging, and registering products with food certification agencies to increase consumer confidence. The results indicated a significant increase in production capacity, expansion of market reach through digital marketing strategies, and an increase in sales turnover. In conclusion, this micro-enterprise transformation not only improves the competitiveness of the ‘Rasamadu’ Sticky Rice Tape business but also has a positive impact on the welfare of micro-entrepreneurs and the surrounding community. This transformation is important to ensure the sustainability of traditional micro-enterprises in the modern era and to contribute to the growth of the local economy.

Keywords — Micro Enterprise Transformation, Product Innovation, Digital Marketing, Tape Ketan

Full Text:

PDF

References


Amelia Setyawati, Amelia Suggangga, Nyuherno Aris Wibowo, Adelia Rahma, and Farij Ibadil Maula. 2023. “Ability To Use Digitalization In Increasing The Competitive Advantages Of Msmes In Indonesia: Systematic Literature Review (SLR).” International Journal of Economics and Management Research 2(2):48–65. doi: 10.55606/ijemr.v2i2.94.

Bhattacharya, Sila. 2012. “Rheological Characterization and Modeling of Rice Flour Dough: Effect of Parboiling Time, Moisture Content and Gum Arabic.” Journal of Texture Studies 43(5):400–412. doi: 10.1111/j.1745-4603.2012.00350.x.

Cirillo, Valeria, Lucrezia Fanti, Andrea Mina, and Andrea Ricci. 2023. “New Digital Technologies and Firm Performance in the Italian Economy.” Industry and Innovation 30(1):159–88. doi: 10.1080/13662716.2022.2055999.

Daud, Ibrahim, Dewi Nurjannah, Achmad Mohyi, Titiek Ambarwati, Yoyok Cahyono, An Drean Eko Haryoko, Agus Leo Handoko, Riyan Sisiawan Putra, Hadion Wijoyo, Aris Ari-Yanto, and M. Jihadi. 2022. “The Effect of Digital Marketing, Digital Finance and Digital Payment on Finance Performance of Indonesian Smes.” International Journal of Data and Network Science 6(1):37–44. doi: 10.5267/J.IJDNS.2021.10.006.

Fitriani, Fitriani, Bina Unteawati, Cholid Fatih, and Sutarni Sutarni. 2021. “Frontier Production Efficiency Of Cassava Chips Smes In Lampung.” Jurnal Manajemen Dan Agribisnis. doi: 10.17358/jma.18.1.53.

Hidayah, Khusnul, Dalila Daud, Nurazilah Zainal, and Siti Sara Ibrahim. 2021. “Effectiveness of Musharakah Financing in Empowering Small Micro Enterprises.” Estudios de Economia Aplicada 39(10). doi: 10.25115/eea.v39i10.5847.

Hidayat, Nurul, and Inang Aria Arifin. 2021. “Utilization of E-Commerce in Efforts to Increase Sales of Micro Small Medium Enterprises (MSMEs) in Kelurahan Kampung Empat, Tarakan City.” International Journal Of Community Service 1(3):238–42. doi: 10.51601/ijcs.v1i3.48.

Izzuddin, Muhmmad, and Hendri Hermawan Adinugraha. 2022. “A Literature Review Potential Development of Halal Industry in Indonesia.” LIKUID: Jurnal Ekonomi Industri Halal 2(1). doi: 10.15575/likuid.v2i1.14915.

Jailani, Novalini, and Hendri Hermawan Adinugraha. 2022. “The Effect of Halal Lifestyle on Economic Growth in Indonesia.” Journal of Economics Research and Social Sciences 6(1):44–53. doi: 10.18196/jerss.v6i1.13617.

Jumriani, Jumriani, Mutiani Mutiani, Muhammad A. H. Putra, Syaharuddin Syaharuddin, and Ersis W. Abbas. 2021. “The Urgency of Local Wisdom Content in Social Studies Learning: Literature Review.” The Innovation of Social Studies Journal 2(2):103. doi: 10.20527/iis.v2i2.3076.

Khaerani, Siti Nurul, and Sudarmiatin Sudarmiatin. 2022. “The Use of Digital Marketing and Its Impact on Increasing MSME Sales.” Interdisciplinary Social Studies 1(8). doi: 10.55324/iss.v1i8.193.

kob, Siti Aisyah Ya, Mohd Uzairi Ahmad Hajazi, Nor Afiza Abu Bakar, and Sharizal Hashim. 2019. “The Influence of Information Sharing Linkages on Business Performance: Evidence from Micro and Small Enterprises in Sarawak.” International Journal of Asian Social Science 9(1):18–26. doi: 10.18488/journal.1.2019.91.18.26.

Loučanová, Erika, and Martina Nosáľová. 2020. “Eco-Innovation Perfoance in Slovakia: Assessment Based on ABC Analysis of Eco-Innovation Indicators.” BioResources 15(3):5355–65. doi: 10.15376/biores.15.3.5355-5365.

Maksum, Irfan Ridwan, Amy Yayuk Sri Rahayu, and Dhian Kusumawardhani. 2020. “A Social Enterprise Approach to Empowering Micro, Small and Medium Enterprises (SMEs) in Indonesia.” Journal of Open Innovation: Technology, Market, and Complexity 6(3):50. doi: 10.3390/JOITMC6030050.

Mohamad Zaidi, Mohd Akmal Naim, Noraina Mazuin Sapuan, and Suhal Kusairi. 2023. “The Business Survival of Micro-Enterprises in Facing Economic Uncertainty.” Journal of Governance and Integrity 5(3):328–35. doi: 10.15282/jgi.5.3.2022.8913.

Mubarok, Ferry Khusnul, and Muhammad Khoirul Imam. 2020. “Halal Industry in Indonesia; Challenges and Opportunities.” Journal of Digital Marketing and Halal Industry 2(1):55–64. doi: 10.21580/jdmhi.2020.2.1.5856.

Mukhlis, Imam, and Özlem Sökmen Gürçam. 2022. “The Role of Agricultural Sector in Food Security and Poverty Alleviation in Indonesia and Turkey.” Asian Journal of Agricultural Extension, Economics & Sociology 430–36. doi: 10.9734/ajaees/2022/v40i111728.

Naisabur, Nanang, and Haris Maiza Putra. 2024. “Challenges Of Indonesian Small Micro Enterprises (MSEs) In Fulfilling Halal Certification Obligations October 2024.” Ta’amul: Journal of Islamic Economics 3(1):1–27. doi: 10.58223/taamul.v3i1.215.

NOVITA, DIAN. 2023. “PROBLEMS FACING MICRO, SMALL AND MEDIUM ENTERPRISES (MSMEs) IN INDONESIA: A LITERATURE REVIEW.” International Journal of Research in Education Humanities and Commerce 04(05):256–62. doi: 10.37602/ijrehc.2023.4521.

Rachmawati, Dwi, Hadi Wijaya, and Yuni Pambreni. 2023. “Analysis of Digital Marketing and Green Marketing Strategies to Maintain Business Sustainability on MSMEs Bandung Regency in Digital Era.” Journal of Applied Business Administration 7(2):237–44. doi: 10.30871/jaba.v7i2.6345.

Rangkuty, Dewi Mahrani. 2021. “The Indonesian Macroeconomics Perspective: Halal Industry Sector Be Enhancing the Growth of Income per Capita.” Annual International Conference on Islamic Economics and Business (AICIEB) 1:32–38. doi: 10.18326/aicieb.v1i0.6.

Riyanto, A., M. Khairi, R. H. Asmara, and H. Saputra. 2021. “E-Commerce on the Success of Micro, Small and Medium Enterprises.” FIRM Journal of Management Studies 6(2):222. doi: 10.33021/firm.v6i2.1559.

Rohadin, Rohadin, and Yanah Yanah. 2019. “The Influence Of Small Micro Industries On Economic Growth.” Jejak 12(2):318–26. doi: 10.15294/jejak.v12i2.17828.

Santoso, Enrico Verrell, and Retno Ardianti. 2023. “The Role of E-Satisfaction on Repurchase and E-Wom Intention on The Costumers of Food Products By Local Micro and Small Businesses on The Digital Platforms.” Indonesian Journal of Business and Entrepreneurship. doi: 10.17358/ijbe.9.1.118.

Saranya, C., K. Uma, KM Shivakumar, M. Malarkodi, and S. Sridevy. 2023. “Constraints in Adoption of HRM Practices in Agro-Based Micro-Enterprises in Tamil Nadu, India: Explicit SEM Model.” The Pharma Innovation 12(12S):992–97. doi: 10.22271/tpi.2023.v12.i12sm.24629.

Shi, Y., H. Zhang, W. Zhang, L. Ding, and Y. Ma. 2023. “Application of Artificial Intelligence Technology in Early Warning of Power Infrastructure Construction.” in Proceedings of SPIE - The International Society for Optical Engineering. Vol. 12645, edited by F. X. and B. A. Jinchang Power Supply of State Grid Gansu Electric Power Company, China: SPIE.

Suprihandari, Miya Dewi, Fitria Kamudu, and Ajlal Haider. 2024. “Financial Literacy And Culinary SMEs.” Transekonomika: Akuntansi, Bisnis Dan Keuangan 4(3):189–97. doi: 10.55047/transekonomika.v4i3.625.

Suryana, Agung R. B., Dedy A. Harahap, and Mochamad M. A. Rohandi. 2022. “Pengaruh Price Discount, Store Atmosphere, Dan Service Quality Terhadap Costumer Loyalty Di Critoe Coffee Bandung.” Bandung Conference Series Business and Management 2(2). doi: 10.29313/bcsbm.v2i2.3671.

Urdea, Ana Maria, and Cristinel Petrișor Constantin. 2021. “Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges.” Journal of Risk and Financial Management 14(10):502. doi: 10.3390/jrfm14100502.

Uula, Mimma Maripatul. 2024. “Study on Halal Food in Indonesia.” Halal Food Studies 1(1). doi: 10.58968/hfs.v1i1.447.

Widiyanti, Ni Luh Manik, and I. Nyoman Sukarta. 2022. “Various Comparisons of White Sticky Rice with Red Rice Toward the Volume of Brem Drink and Organoleptic Test Tape Foods.” JST (Jurnal Sains Dan Teknologi) 11(2):274–82. doi: 10.23887/jstundiksha.v11i2.51055.

Wilopo, Wahyu, Hendy Setiawan, and Doni P. E. Putra. 2020. “Evaluation of Artificial Reservoir Management in Sleman Regency, Yogyakarta Special Region.” Jurnal Presipitasi Media Komunikasi Dan Pengembangan Teknik Lingkungan 17(3):205–14. doi: 10.14710/presipitasi.v17i3.205-214.


Refbacks

  • There are currently no refbacks.