Optimalisasi Branding Pangan Lokal Tape Singkong Melalui Sosialisasi Produk Fermentasi Biologis
DOI:
https://doi.org/10.36709/amalilmiah.v7i2.822Keywords:
branding pangan lokal, fermentasi biologis, pemasaran berbasis sains, tape singkongAbstract
Pemanfaatan tape singkong sebagai produk unggulan daerah masih belum optimal karena rendahnya pemahaman masyarakat mengenai proses fermentasi biologis, manfaat produk, serta strategi branding pangan lokal. Kegiatan pengabdian kepada masyarakat bertujuan untuk meningkatkan pemahaman masyarakat mengenai manfaat tape singkong sebagai produk fermentasi berbasis biologis serta mengoptimalkan branding pangan lokal melalui kegiatan sosialisasi. Metode yang digunakan adalah pendekatan deskriptif kualitatif melalui kegiatan sosialisasi dan edukasi kepada masyarakat mengenai branding pangan lokal tape singkong sebagai produk fermentasi biologis. dengan subjek kegiatan masyarakat setempat produsen tape singkong. Pengumpulan data dilakukan melalui observasi, diskusi, dan dokumentasi selama kegiatan sosialisasi berlangsung. Hasil kegiatan menunjukkan adanya peningkatan pemahaman masyarakat mengenai fermentasi biologis tape singkong, manfaat produk, persepsi terhadap nilai tape singkong, pengetahuan tentang branding, serta meningkatnya partisipasi peserta. Masyarakat juga mulai memahami pentingnya mengaitkan nilai biologis produk dengan identitas visual melalui nama produk, logo, dan kemasan. Kegiatan sosialisasi efektif dalam meningkatkan pengetahuan dan kesadaran masyarakat serta berkontribusi pada penguatan branding tape singkong sebagai produk pangan lokal berbasis biologis yang bernilai tambah dan berdaya saing. Pemasaran berbasis sains melalui sosialisasi dapat digunakan pada berbagai produk pangan lokal lainnya karena mampu mengintegrasikan nilai ilmiah, kearifan lokal, dan strategi pemasaran sehingga meningkatkan daya saing produk sekaligus memperkuat literasi sains Masyarakat.
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Copyright (c) 2026 Aziza Karenina, Winda Rachman Putri, Amalianneisha Rafadewi Andhanatami Putri, Nuris Fattahillah, Andyta Ma’rifatul Usnia
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