EXPLORING LOCAL POTENTIAL: RATU ECENG EMPOWERMENT STRATEGY THROUGH BASIC TECHNOLOGY AND DIGITAL MARKETING
Abstract
This study focuses on the empowerment of Ratu Eceng, an MSME that produces crafts made from water hyacinth and sea pandan fibers. Despite its great potential in the Indonesian handicraft industry, Ratu Eceng faces significant challenges such as limited market access, limited technology, and human resource capacity development. The empowerment program is designed with a comprehensive approach that includes training, mentoring, and implementation of appropriate technology. Penta helix collaboration between academics, government, business actors, communities, and the media is used as the main strategy in this program. The approach applied has proven effective in improving product quality, production efficiency, and market penetration of Ratu Eceng. The results of the study show that this program has succeeded in overcoming the problems faced by MSMEs and strengthening their position in both local and international markets. This empowerment program has had a significant positive impact on Ratu Eceng and can be a model of empowerment that can be replicated in other areas with similar characteristics. Recommendations for the future include further development of digital marketing technology and product diversification to adapt to global market trends. Empowerment Program, Craftsmanship, Water Hyacinth Fiber, Penta Helix Collaboration, Market Penetration.
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