Strategi Branding Manggis melalui Media Sosial sebagai Upaya Pemberdayaan Petani

Authors

  • Muhammad Ghoni Abdillah Fatah UIN Kiai Haji Achmad Siddiq Jember
  • Surotul Mahbubah UIN Kiai Haji Achmad Siddiq Jember
  • Dita Sari Rofi’u Fariza UIN Kiai Haji Achmad Siddiq Jember
  • Ahmad Tarajjil Ma’suq UIN Kiai Haji Achmad Siddiq Jember
  • Syarif Hidayatullah UIN Kiai Haji Achmad Siddiq Jember
  • Fina Fathiya Salsabila UIN Kiai Haji Achmad Siddiq Jember
  • Lailatul Qomariyah UIN Kiai Haji Achmad Siddiq Jember
  • Erika Patriolika UIN Kiai Haji Achmad Siddiq Jember
  • Karlina Dewi Maharani UIN Kiai Haji Achmad Siddiq Jember
  • Dewi Ismahayati UIN Kiai Haji Achmad Siddiq Jember
  • Budiato Cahyani UIN Kiai Haji Achmad Siddiq Jember
  • Wasil Hidayatullah UIN Kiai Haji Achmad Siddiq Jember
  • Indana Sulfa UIN Kiai Haji Achmad Siddiq Jember
  • M. Iqbal Al Hayaza UIN Kiai Haji Achmad Siddiq Jember
  • Dewi Indah Sari UIN Kiai Haji Achmad Siddiq Jember
  • Kun Wazis UIN Kiai Haji Achmad Siddiq Jember

DOI:

https://doi.org/10.35719/ngarsa.v4i2.454
Branding Strategy, Social Media, Farmer Empowerment

Mangosteen is one of the largest commodities in Kaliglagah Village, Jember, and branding efforts are required to enhance its recognition and establish its identity. Social media was chosen as a strategic platform for branding, aiming to promote the mangosteen and its advantages while empowering farmers and improving the village’s economy. This study employed a Participatory Action Research (PAR) approach, engaging local communities and leaders in learning, problem-solving, and social change. Although Kaliglagah mangosteen is of premium quality, it lacks a strong identity as a signature product of Jember. Branding strategies were implemented through Blogspot, Instagram, and Facebook platforms, involving collaboration with farmers, farmer groups, and the village government. Activities included problem identification, collaborative planning, communication with agricultural authorities, and branding execution via social media. These efforts aim to expand markets, strengthen local identity, and support farmer empowerment. Evaluations showed positive responses, although improving digital literacy among farmer groups remains necessary for optimal results.

Keywords: Branding Strategy, Social Media, Farmer Empowerment

Abstrak: Manggis merupakan salah satu komoditas terbesar di Desa Kaliglagah, Jember, yang membutuhkan upaya branding agar lebih dikenal dan diakui. Media sosial dipilih sebagai sarana strategis untuk branding, dengan harapan memperkenalkan manggis beserta keunggulannya, sekaligus memberdayakan petani dan meningkatkan perekonomian desa. Penelitian menggunakan pendekatan Participatory Action Research (PAR), melibatkan masyarakat dan tokoh lokal dalam pembelajaran, pemecahan masalah, dan perubahan sosial. Meskipun manggis Kaliglagah memiliki kualitas unggulan, identitasnya sebagai produk khas daerah Jember belum kuat. Strategi branding dilakukan melalui platform seperti Blogspot, Instagram, dan Facebook, melibatkan kolaborasi dengan petani, kelompok tani, dan pemerintah desa. Kegiatan meliputi identifikasi permasalahan, perencanaan kolaboratif, komunikasi dengan dinas pertanian, dan pelaksanaan branding melalui media sosial. Upaya ini diharapkan memperluas pasar, memperkuat identitas lokal, dan mendukung pemberdayaan petani. Evaluasi menunjukkan respons positif, namun peningkatan literasi digital kelompok tani tetap diperlukan.

Kata kunci: Strategi branding, Media sosial, Pemberdayaan petani

Downloads

30-12-2024

Published

30-12-2024

How to Cite

Strategi Branding Manggis melalui Media Sosial sebagai Upaya Pemberdayaan Petani. (2024). Ngarsa: Journal of Dedication Based on Local Wisdom, 4(2), 125-136. https://doi.org/10.35719/ngarsa.v4i2.454

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