Empowering UDI-Barabai Fermented Peanut MSMEs through Local Product Education, Storytelling, and Digital Collaboration

Rizka Zulfikar (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Ana Sofia Herawati (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Purboyo P (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Farida Yulianti (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Prihatini Ade Mayvita (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Azahraty A (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Fanlia Adiprimadana Sanjaya (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)
Syahrani S (Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin)

Nanggroe: Journal of Scholarly Service
Vol 5, No 1 (2026): April 2026

Kacang Jaruk is a traditional fermented food from Barabai, Hulu Sungai Tengah, South Kalimantan, possessing high cultural value but limited market performance due to weak branding, packaging, and digital marketing. This community service aimed to empower Kacang Jaruk Udi Barabai MSME through the “3 Pillars of Growth: Product-Story-Digital” Model. Using Participatory Action Research with a Pentahelix approach from March–June 2026, interventions included: 1) Local product education through GMP SOP development and PIRT legalization; 2) Storytelling via new packaging, QR Codes, and the “Satu Rasa Seribu Cerita” content series; 3) Digital collaboration with micro-influencers, resellers, and marketplace onboarding. Results showed production capacity increased from 15 kg to 40 kg/week, selling price rose by 46.7%, revenue grew 85% with 62% from online channels, and local employment was created. This model proves that integrating cultural values, brand narrative, and digital technology can elevate traditional food MSMEs from survival to growth. The approach is replicable for other culture-based local MSMEs.