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All Journal Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen Jurnal Komunikasi MITRA: Jurnal Pemberdayaan Masyarakat Jurnal Muara Ilmu Ekonomi dan Bisnis International Journal of Business Studies Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Bakti Masyarakat Indonesia Journal of Applied Data Sciences Journal of Sustainable Community Development (JSCD) Jurnal Abdimas Sangkabira Jurnal Manajerial Dan Kewirausahaan Prosiding Seri Seminar Nasional Eduvest - Journal of Universal Studies International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis Ambidextrous : Journal of Innovation, Efficiency and Technology in Organization Jurnal Manajemen Maranatha Jurnal Serina Abdimas
Hetty Karunia Tunjungsari
Faculty Of Economics And Business, Universitas Tarumanagara, Jakarta, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Neuroscience Public Health Social Sciences Other

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MENINGKATKAN DAYA TARIK PRODUK TENUN SUKARARA MELALUI INOVASI KEMASAN SEBAGAI STRATEGI PEMBERDAYAAN KOMUNITAS LOKAL DI LOMBOK TENGAH Hetty Karunia Tunjungsari
Jurnal Bakti Masyarakat Indonesia Vol. 8 No. 3 (2025): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v8i3.34825

Abstract

ABSTRACT This activity aims to develop an effective packaging innovation strategy to enhance the appeal and sales value of Sukarara woven products, and to identify the role of packaging innovation as a community empowerment strategy in Sukarara Village, Central Lombok. The activity methods used include situation and needs analysis, innovative packaging design, trials and evaluation, and training and mentoring. The results of the activity indicate that packaging innovation involving attractive designs, clear information, and the use of sustainable materials successfully increased product appeal and consumer value perception. In addition, this activity also serves as a community empowerment strategy through increased knowledge and skills of artisans, as well as an increase in their income. The use of digital marketing was also proven effective in expanding market reach. The conclusion of this activity is that packaging innovation is an effective strategy for increasing the competitiveness of Sukarara woven products and empowering local communities. The recommendations provided include program sustainability, marketing improvement, product development, research and development, and the involvement of government and stakeholders. Keywords: Packaging Innovation, Sukarara Weaving, Community Empowerment, Digital Marketing, MSMEs. ABSTRAK, Kegiatan ini bertujuan untuk mengembangkan strategi inovasi kemasan yang efektif untuk meningkatkan daya tarik dan nilai jual produk tenun Sukarara, serta mengidentifikasi peran inovasi kemasan sebagai strategi pemberdayaan komunitas lokal di Desa Sukarara, Lombok Tengah. Metode pelaksanaan yang digunakan meliputi analisis situasi dan kebutuhan, perancangan kemasan inovatif, uji coba dan evaluasi, serta pelatihan dan pendampingan. Hasil penelitian menunjukkan bahwa inovasi kemasan yang melibatkan desain yang menarik, informasi yang jelas, dan penggunaan material berkelanjutan berhasil meningkatkan daya tarik produk dan persepsi nilai oleh konsumen. Selain itu, kegiatan ini juga berperan sebagai strategi pemberdayaan komunitas melalui peningkatan pengetahuan dan keterampilan pengrajin, serta peningkatan pendapatan mereka. Pemanfaatan pemasaran digital juga terbukti efektif dalam memperluas jangkauan pasar. Kesimpulan kegiatan ini adalah bahwa inovasi kemasan merupakan strategi yang efektif untuk meningkatkan daya saing produk tenun Sukarara dan pemberdayaan komunitas lokal. Rekomendasi yang diberikan meliputi keberlanjutan program, peningkatan pemasaran, pengembangan produk, riset dan pengembangan, serta keterlibatan pemerintah dan stakeholder. Kata kunci: Inovasi Kemasan, Tenun Sukarara, Pemberdayaan Komunitas, Pemasaran Digital, UMKM.
Co-Authors Abimantrana, Intar Adelia Adi Zakaria Afiff Agung Surya Dwianto Akbar Bimadi Albino, Danovan Putra Alvin Alvin Christianto Alvindy Angeline Suwandi Anggit Mardiana Permatasari Anny Valentina Antonia, Caren Evelyn Ardianto, Jesica Ariamurti, Febby Ariawan Gunadi Asri, Marselinus Aurea Beryl Nathania Bomer Bagus Mulyawan bagus Mulyawan Barasa, Robert Tua Bernadeth Tongli Buana, Salsabila Ayunda Martsa Buana, Salsabilla Ayundha Martsha Cahya, David Dwi Cahyadi, Febrianne Clarissa Calvinus, Yohanes Canny, Canny Chairy Chairy Chairy Chairy Chandra, Chiquita Christella Chandra, Richard Christian Wiradendi Wolor Christofen Michael Darren Clarice Alverina Cynthia Cynthia Dafit Ari Hardiyanto Dany Lumanau Demetrius, Felix Dennis Lunardy Denzel Edgar Desi Arisandi Desmond Desmond Dita Nurma Adelia Edwin Handoko Ellen Ellen Endah Setyaningsih Eric Cantona Ernesto, Farrel Fajar Saputra Fellycia Chandra Frangky Selamat Frangky Selamat Frangky Selamat Frangky Slamet Franky Selamat Fransisca Iriani Roesmala Dewi Gabriela Widya Wulandari Handoko Gozali, Tiffany Hardion, Rifaldo Hartojo, Graciella Jocelyn Helen Helen Heliza Septiani Herman, Abdullah Arbian Hery Widijanto Heryanto, Jacky Hoo, Wong Chee Ibnaty Fauziah Ismayani, Elygia Putri Jap Tji Beng Jerico, Hernando Jonathan, Darren Kamil, Mas M. Rafi Futuwah Kennedy Lianto Kevin Adhi Dhamma Setiawan Khoiron Khoiron Komar, Husin Kusnadi, Darren Kusuma, Jesslyn Putri Leviani, Marissa Lie, Vincent Liong, Angelica David Livina, Livina Louis Geraldi Marcellita Oktaviani Marchia, Viella Marlie, Virla Morelin Mei Ie Mei Ie Mellisa, Mellisa Melshaf Miccolie, Jose Almeyda Michelle Augustine Mohamad Sajili Monica, Angelina Mutiara, Maitri Widya Nelviluvita Nelviluvita Novario Jaya Perdana Novraldy Xaverius Lihawa Patricia Sarlin Gozali Phang, Stephanie Pison Febrian Saputra, Yerikho Selamat, Frangky Septihani Michella Wijaya Sherly Friszkilia Alexander Solikhah, Nafia Sri Tiatri Sriatmojo, Wibowo Stephanie Stephanie Sudharmono, Johny Supriwanto, Supriwanto Syahrivar, Jhanghiz Theresia Viony Wijaya Utama, Didi Widya Vanessya Blandina Dasmasela Velen Velen Victoria Valentina Vindi Jessika Sampe Viny Christanti M Vony Riyanto Widarko, Ronald Widya Nur Hidayati William Vernandez Willyanto, Vinnie Wulan Purnama Sari Yohanes Arief Pratama Yukianti, Chiara Yukianti, Chiara Rizka Yuszana, Alfa