Community Empowerment Through Marketing Strategies of Sugar Palm Products for Strengthening the Local Economy in Lakapodo Village, Watopute Sub-district, Muna Regency
Keywords:
sugar palm, product diversification, marketing strategy, community empowermentAbstract
This community service activity was conducted in Lakapodo Village, Watopute Subdistrict, Muna Regency, with the aim of empowering the community through a marketing strategy for aren (Arenga pinnata) products to strengthen the local economy. Aren is a multifunctional plant, with almost all parts being useful, but its utilization in Lakapodo Village is still limited to traditional processing methods. The activity was carried out through focused group discussions to identify issues, followed by training on cultivation, product diversification, and marketing strategies. The results showed that product diversification, such as palm sugar, liquid sugar, and kolang-kaling, could increase added value, shelf life, and market appeal. The application of segmentation, targeting, and marketing mix strategies also opened up opportunities for broader distribution, from local to national markets. Furthermore, the use of digital platforms, including e-commerce and social media, provided an alternative for more effective promotion and distribution. These findings align with the growing consumer awareness of healthy lifestyles, which has driven the demand for aren sugar as a natural sweetener. However, the success of the marketing strategy needs to be supported by strengthening local institutions, such as the establishment of cooperatives, as well as improving infrastructure and human resource capacity.
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