Pemberdayaan Masyarakat melalui Inovasi Produk Olahan Kacang Hijau dan Jahe Berbasis Potensi Lokal serta Optimalisasi Pemasaran Digital untuk Meningkatkan Nilai Tambah Ekonomi Desa Nanggulan

Abstract

Nanggulan Village possesses significant local potential in the form of agricultural commodities, particularly mung beans and ginger, which have not yet been utilized optimally, resulting in relatively low economic value added for the local community. In addition, limited product innovation and the inadequate utilization of digital marketing have become challenges in enhancing the competitiveness of village-based micro, small, and medium enterprises (MSMEs). This study aims to analyze community empowerment through the development of processed products based on mung beans and ginger, as well as the optimization of digital marketing as an effort to increase the economic value added of the local community in Nanggulan Village. The study employed a Participatory Action Research (PAR) approach through several stages, including local potential identification, processed-product development training, packaging design assistance, branding, and the implementation of digital marketing through social media and online marketplaces. The results indicate that the community was able to develop more innovative and commercially valuable processed products, improve product packaging, and enhance their capacity to utilize digital platforms for promotional and marketing activities. These findings demonstrate that integrating local product innovation with digital marketing can strengthen the competitiveness of village-based MSMEs and create greater opportunities for increasing the economic value of local agricultural commodities.