Indonesian Journal of Cultural and Community Development
Vol 14 No 3 (2023): September
Tourism and Hospitality Development Articles

Empowering Community through Innovation and Marketing Strategy for Candied Nutmeg Products: A Case Study in Negeri Ureng
Pemberdayaan Masyarakat melalui Inovasi dan Strategi Pemasaran Produk Manisan Pala: Studi Kasus di Negeri Ureng


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  • Fransisca S Latumahina*,
  • Ismail Fanolong,
  • Anisa Rokah Makatita,
  • Astin Habasa,
  • Muhammad Bahri Adi Saputra
Fransisca S Latumahina
Universitas Pattimura , Indonesia *
Ismail Fanolong
Universitas Pattimura , Indonesia
Anisa Rokah Makatita
Universitas Pattimura , Indonesia
Astin Habasa
Universitas Pattimura , Indonesia
Muhammad Bahri Adi Saputra
Universitas Pattimura , Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v14i3.902
Published June 19, 2023
Keywords
  • KKN Implementation,
  • Candied Nutmeg Products,
  • Innovation,
  • Marketing Strategy,
  • Community Empowerment
How to Cite
Latumahina, F. S., Fanolong, I., Makatita, A. R., Habasa, A., & Adi Saputra, M. B. (2023). Empowering Community through Innovation and Marketing Strategy for Candied Nutmeg Products: A Case Study in Negeri Ureng. Indonesian Journal of Cultural and Community Development, 14(3). https://doi.org/10.21070/ijccd.v14i3.902

Copyright (c) 2023 Fransisca SLatumahina, Ismail Fanolong, Anisa Rokah Makatita, Astin Habasa, Muhammad Bahri Adi Saputra

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This scientific article presents a case study on the implementation of Real Work Lectures (KKN) in Negeri Ureng, focusing on the innovation and marketing strategy for candied nutmeg products. The goal of this study was to foster empathy and a sense of concern for community issues while promoting the marketability of nutmeg shells through innovative product development. The research employed direct observation methods, particularly in the production of candied nutmeg, involving the local community members who were interested in initiating or expanding their businesses. The results showed that the project provided valuable insights, knowledge, and skills in product innovation using available natural resources in the Ureng Village. Additionally, it assisted local entrepreneurs in enhancing the packaging and branding of their food products to attract consumers. Furthermore, the project facilitated the process of obtaining trading permits, enabling the businesses to gain recognition across various segments of society. The implications of this study emphasize the importance of appropriate marketing strategies to expedite the sale of locally produced nutmeg-based products.

Highlight:

  • Innovation and marketability: Promoting the innovative use of nutmeg shells and developing marketable candied nutmeg products.
  • Strategic marketing and packaging: Implementing effective marketing strategies and innovative packaging to enhance sales and expand market reach.
  • Community empowerment: Empowering local producers through fair pricing, facilitating quick sales of processed nutmeg products, and supporting business permit acquisition.

Keyword:
KKN Implementation, Candied Nutmeg Products, Innovation, Marketing Strategy, Community Empowerment.

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