Encouraging the Marketing Communication Strategy for UD Sumber Rejeki to Increase Fish-based Food Quality and Income

Abstract

Tujuan dari program Bakti Inovasi bagi Masyarakat (BIMA) ini untuk mentransferkan pengetahuan dan teknologi kepada mitra Usaha Mikro Kecil Menengah (UMKM) di Desa Tasikmadu, yaitu UD Sumber Rejeki. Metode pelaksanaan kegiatan melalui penyuluhan, pelatihan, dan pendampingan. Tim pelaksana menyebarkan kuesioner dan melakukan wawancara kepada pelaku UMKM di Desa Tasikmadu. Sementara Focus Group Discussion khusus pada UD Sumber Rejeki sebagai mitra untuk mengurai permasalahan. Kegiatan BIMA ini memiliki Tingkat Kesiapterapan Teknologi (TKT) level 5 yang memiliki dasar penelitian sebelumnya tentang produk pangan olahan berbasis ikan dan pendampingan UMKM di Kabupaten Trenggalek. Hasil transfer pengetahuan melalui penyuluhan berhasil meningkatkan pemahaman tentang kualitas bahan baku, resep sehat, variasi cita rasa, pentingnya digital marketing, dan kepemilikan legalitas usaha. Hasil alih teknologi berupa aplikasi pemasaran digital, perbaikan label, kemasan produk baru, dan hibah mesin pendingin berdampak pada peningkatan kualitas produk pangan olahan, perluasan jaringan pemasaran, peningkatan angka penjualan produk, dan meningkatkan kapasitas produksi. The purpose of the Bakti Innovation for Community (BIMA) program is to transfer knowledge and technology to Micro, Small, and Medium Enterprises (UMKM) partners in Tasikmadu Village, namely UD Sumber Rejeki. The method of implementing activities is through counseling, training, and mentoring. The implementation team distributed questionnaires and conducted interviews with SMEs in Tasikmadu Village. Meanwhile, a Focus Group Discussion was held with UD Sumber Rejeki's members to solve problems. This BIMA activity has a Technology Readiness Level (TKT) level 5, which has the basis of previous research on fish-based processed food products and mentoring MSMEs in the Trenggalek Regency. The results of knowledge transfer through counseling have succeeded in increasing understanding of the quality of raw materials, healthy recipes, variety of flavors, the importance of digital marketing, and ownership of business legality. The results of technology transfer in the form of digital marketing applications, improved labels, new product packaging, and refrigeration machine grants have an impact on improving the quality of processed food products, expanding marketing networks, increasing product sales figures, and increasing production capacity.