Penguatan Daya Saing UMKM Lele Agus Melalui Inovasi Produk Lele dan Strategi Pemasaran Digital
DOI:
https://doi.org/10.38156/sjpm.v5i1.512Keywords:
UMKM, inovasi produk lele, pemasaran digital, NganjukAbstract
Kegiatan pengabdian kepada masyarakat ini dilaksanakan untuk memperkuat daya saing UMKM Lele Agus yang bergerak di bidang budidaya dan penjualan ikan lele di Dusun Ngetos, Kecamatan Ngetos, Kabupaten Nganjuk. Sebelum pendampingan, usaha ini hanya menjual lele segar dengan sistem konvensional yang bergantung pada tengkulak, sehingga margin keuntungan rendah dan tidak berkelanjutan. Untuk menjawab permasalahan tersebut, tim pengabdian melakukan inovasi melalui pengembangan produk olahan dan strategi pemasaran digital. Inovasi produk difokuskan pada dua jenis olahan bernilai tambah, yaitu Lele Marinasi Siap Goreng (frozen) dan Lele Goreng Siap Saji (ready-to-eat) yang diproses menggunakan teknologi sederhana seperti marinasi bumbu alami, penggorengan setengah matang, dan pengemasan vakum. Sementara itu, strategi pemasaran digital dilakukan melalui pelatihan pembuatan konten dan promosi di platform TikTok, Instagram, dan Facebook untuk memperluas jangkauan pasar. Metode pelaksanaan menggunakan pendekatan participatory community engagement yang melibatkan mitra secara aktif pada setiap tahap kegiatan, mulai dari identifikasi masalah, pelatihan teknis, manajemen usaha, hingga monitoring dan evaluasi. Hasil kegiatan menunjukkan peningkatan harga jual produk, mulai ada pemesanan secara online, serta peningkatan keterampilan digital mitra dalam mengelola media sosial dan berinteraksi dengan pelanggan. Dengan demikian, kegiatan ini membuktikan bahwa integrasi antara inovasi produk dan pemasaran digital merupakan strategi yang efektif untuk meningkatkan daya saing dan keberlanjutan UMKM sektor perikanan di wilayah pedesaan.
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