Optimalisasi Strategi Pemasaran BLUE untuk Meningkatkan Keberlanjutan Produk Perikanan UMKM Mami Sera
DOI:
https://doi.org/10.36312/sasambo.v7i4.3367Keywords:
Blue Economy, Coastal area, Marine Product, Sustainability, EmpowermentAbstract
Program Pengabdian kepada Masyarakat ini bertujuan meningkatkan kapasitas pelaku UMKM Mamisera di Kelurahan Mangunharjo melalui pelatihan digital marketing dan penerapan teknologi pengolahan ikan bandeng menggunakan mesin meat-floss fryer. Kegiatan dilaksanakan selama dua bulan dengan pendekatan partisipatif yang meliputi tahap sosialisasi, pelatihan, pendampingan, dan evaluasi. Hasil kegiatan menunjukkan peningkatan signifikan dalam kemampuan mitra memanfaatkan media sosial dan platform e-commerce (Shopee, TikTok, Instagram) untuk promosi produk serta peningkatan efisiensi dan kualitas produksi abon ikan bandeng. Penggunaan mesin meat-floss fryer mempercepat proses produksi dan menghasilkan produk yang lebih higienis dan bernilai jual tinggi. Program ini juga memperkuat kemandirian usaha kecil pesisir dalam mengembangkan strategi pemasaran berbasis Blue Marketing yang berorientasi pada keberlanjutan ekonomi dan lingkungan. Kegiatan ini memberikan dampak positif terhadap daya saing dan keberlanjutan UMKM perikanan lokal.
Optimizing the BLUE Marketing Strategy to Improve the Sustainability of Mami Sera's MSME Fishery Products
This Community Service Program aimed to enhance the capacity of Mamisera MSME actors in Mangunharjo Village through digital marketing training and the application of fish-processing technology using a meat-floss fryer machine. The program was implemented over two months using a participatory approach that included socialization, training, mentoring, and evaluation stages. The results showed a significant improvement in participants’ ability to utilize social media and e-commerce platforms (Shopee, TikTok, Instagram) for product promotion, as well as increased production efficiency and quality of milkfish floss products. The use of the meat-floss fryer machine accelerated the production process and produced more hygienic, evenly cooked, and high-value products. This program also strengthened the independence of coastal small enterprises in developing Blue Marketing strategies oriented toward economic and environmental sustainability. Overall, the program had a positive impact on the competitiveness and long-term sustainability of local fishery-based MSMEs.
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Copyright (c) 2025 Agus Triyani, Ernawati Budi Astuti, Suhita Whini Setyahuni, Linda Ayu Oktoriza, Arina Rusda Maghfiroh
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