Pendampingan Inovasi Produk dan Branding Kerupuk Jengkol sebagai Produk Unggulan Nagari di Koto Mambang Kabupaten Padang Pariaman: Product Innovation and Branding Assistance for Jengkol Crackers as a Flagship Village Product in Koto Mambang, Padang Pariaman Regency

Fithri, Prima
Amelia Zulfitri
Komalasari, Sanda Patrisia
Ridwan Rizkyanto
Maputra, Arya Yudha

Jurnal Hilirisasi IPTEKS (JHI)
Vol. 9 No. 3 (2026)

This program aimed to develop jengkol crackers by combining jengkol and cassava while strengthening product identity, packaging, and digital marketing readiness to support a local flagship product in Koto Mambang, Padang Pariaman Regency. Jengkol is a locally important commodity with potential for value-added food diversification. However, developing competitive local products requires not only production skills but also product innovation, branding, appropriate packaging, and effective marketing strategies. The activity was conducted from June 6 to August 17, 2026, involving community members and local business actors interested in processed food development. The implementation stages included observation and potential assessment, problem identification, socialization, product-processing demonstrations, discussions, branding and packaging assistance, digital marketing introduction, and descriptive evaluation. Product innovation involved processing jengkol and cassava into crackers, while branding assistance focused on product naming, visual identity, labels, packaging concepts, product information, and marketing communication materials. The results indicated the development of an alternative cracker product and improved participant understanding of product diversification, branding, packaging functions, and digital media utilization. However, because quantitative pre-test and post-test scores, participant numbers, production volume, and sales data were unavailable, improvements in knowledge and skills are reported descriptively rather than as measured impacts. The program demonstrates that integrating product innovation and branding provides an initial approach to developing locally based flagship products. Further efforts are needed to standardize formulations and processing, assess product quality and shelf life, diversify products, refine packaging, obtain business and product legality, and sustain digital marketing assistance to strengthen product competitiveness and long-term business development.