Teknologi Tepat Guna dan Pemasaran Digital untuk Pemberdayaan IRT Jajan Upakara di Desa Mekar Bhuwana, Badung

Abstract

Jajan uli dan jajan gina merupakan pangan tradisional Bali yang memiliki fungsi ganda sebagai camilan sekaligus sarana upakara, sehingga permintaannya berlangsung sepanjang tahun. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan produktivitas dan memperkuat sarana pemasaran industri rumah tangga (IRT) Jaje Bu Ketut di Desa Mekar Bhuwana, Kecamatan Abiansemal, Kabupaten Badung. Permasalahan prioritas mitra meliputi proses pengadukan dan pemotongan adonan yang masih manual, pengeringan yang sepenuhnya bergantung pada panas matahari sehingga produksi terhambat pada musim hujan, kemasan tanpa identitas usaha, serta pemasaran yang masih konvensional. Kegiatan dilaksanakan pada April-Agustus 2026 dengan pendekatan partisipatif melalui lima tahapan, yaitu sosialisasi, penerapan teknologi, pelatihan dan pendampingan, evaluasi, serta keberlanjutan program. Teknologi yang ditransfer berupa oven pengering, stand mixer adonan, dan mesin pemotong jajan uli, desain logo dan label kemasan dan tiga kanal pemasaran digital (Google Business Profile, Instagram, dan Facebook). Data dikumpulkan melalui observasi partisipatif, wawancara semi terstruktur, dan pencatatan produksi serta omzet mitra sebelum dan sesudah kegiatan, kemudian dianalisis secara deskriptif kuantitatif dan kualitatif. Hasil kegiatan menunjukkan kapasitas produksi jajan uli meningkat 33% dari ±6 kg menjadi ±8 kg per hari, omzet mitra meningkat 33%  dari Rp600.000 menjadi Rp800.000 per sekali produksi, efisiensi waktu pengadukan adonan mencapai 60% dan efisiensi waktu pemotongan mencapai 63%, seluruh produk (100%) telah dikemas berlabel identitas usaha, serta mitra kini memiliki tiga kanal pemasaran digital yang sebelumnya tidak dimiliki; dampak kanal tersebut terhadap jangkauan pasar dan penjualan masih memerlukan pemantauan lanjutan.

Appropriate Technology and Digital Marketing for Empowering a Home Industry of Ceremonial Snacks in Mekar Bhuwana Village, Badung

Abstract

Jajan uli and jajan gina are Balinese traditional foods serving a dual function as snacks and as ceremonial offerings (upakara), so demand continues throughout the year. This community service activity aims to increase productivity and strengthen the marketing channels of the home industry Jaje Bu Ketut in Mekar Bhuwana Village, Abiansemal District, Badung Regency. The partner’s problems were manual mixing and cutting, sun-dependent drying that disrupted production in the rainy season, unlabeled packaging, and conventional marketing. The activity was conducted from April to August 2026 using a participatory approach through five stages: socialization, technology implementation, training and mentoring, evaluation, and program sustainability. The transferred technologies were a drying oven, a dough stand mixer, a jajan uli cutting machine, logo and label design, and three digital marketing channels (Google Business Profile, Instagram, Facebook). Data were collected through participatory observation, semi-structured interviews, and records of the partner’s production and gross sales revenue before and after the activity, then analyzed descriptively. The results show that production capacity increased by 33% from ±6 kg to ±8 kg per day, the partner’s gross sales revenue increased by 33% from IDR 600,000 to IDR 800,000 per production cycle, dough mixing time efficiency reached 60% and cutting time efficiency reached 63%, all products (100%) are now packaged with a business identity label, and the partner now operates three digital marketing channels that previously did not exist. The main indicators exceeded the 30% target, while the effect of the digital channels on market reach requires further monitoring.