Pemberdayaan Ekonomi Kreatif Masyarakat Berbasis Potensi Desa melalui Pembuatan Produk Olahan dan Digital Marketing di Desa Mekarjaya, Bogor

Abstract

Desa Mekarjaya, Bogor memiliki potensi  pertanian yang cukup beragam seperti tanaman buah mede, empon-empon yang terdiri dari, jahe, kunyit, sereh, dan lain-lain, serta kebun legkuas yang cukup luas. Sebagain besar masyarakat Desa Mekarjaya adalah petani. Selama ini hasil pertanian masyarakat langsung dijual ke pasar, belum ada pemanfaatan lain terhadap hasil pertanian masyarakat seperti produk olahan dengan bahan hasil pertanian masyarakat. Selain itu model pemasaran masyarakat masih tergolong konvensional melalui pasar tradisional, belum menjamah pasar digital sebagai perluasan pasar. Tujuan kegiatan pengabdian masyarakat untuk membantu masyarakat Desa Mekarjaya mengembangkan ekonomi kreatif berbasis potensi Desa. Adapun metode yang dilakukan antara lain, sosialisasi pemanfaatan hasil pertanian, pelatihan pembuatan produk olahan, pelatihan branding dan pengemasan produk, serta pelatihan digital marketing. Kegiatan pengabdian masyarakat dilaksanakan pada bulan Oktober dan Nopember tahun 2022. Hasil dari kegiatan pengabdian masyarakat, bahwa masyarakat Desa Mekarjaya memperoleh edukasi memanfaatkan hasil pertaniannya untuk dijadikan produk olahan lainnya agar memiliki nilai pengembalian yang lebih tinggi. Pelatihan pembuatan produk olahan juga menghasilkan beberapa produk yang bersumber dari bahan baku hasil tanam masyarakat, seperti kremesan lengkuas, abon lengkuas, lulur kunyit, dan permen jahe. Masyarakat juga memahami packaging dan promosi yang menarik dari produk yang dimiliki akan menambah nilai jual terhadap produk. masyarakat bisa menggunakan platform yang paling sederhana seperti Instagram dan whatsapp untuk proses marketing.

Mekarjaya Village, Bogor, has quite a variety of agricultural potentials, such as cashews, empon-empon consisting of ginger, turmeric, lemongrass, and others, as well as a fairly extensive legkuas garden. Most of the people of Mekarjaya Village are farmers. So far, community agricultural products are sold directly to the market; there has been no other use of community agricultural products, such as processed products with community agricultural products. In addition, the community marketing model is still relatively conventional through traditional markets, not yet touching the digital market as a market expansion. The purpose of activities is to help the people of Mekarjaya Village develop a creative economy based on village potential. The methods carried out include socialization of the utilization of agricultural products, training on the manufacture of processed products, training on product branding and packaging, as well as digital marketing training. Community service activities will be held in October and November 2022. The results of the community service activities that the people of Mekarjaya Village received education on utilizing their agricultural products to be made into other processed products that have a higher selling value. Processed product manufacturing training also resulted in a number of products sourced from community-grown raw materials, such as cremesan galangal, shredded galangal, turmeric scrub, and ginger candy. The community also understands that attractive packaging and promotion of the products they own will add to the selling value of the product. The public can use the simplest platforms, such as Instagram and WhatsApp, for marketing.