Revitalisasi Pemasaran Produk bagi Rumah Tangga Pengolah Gula Kelapa di Ujung Genteng, Kabupaten Sukabumi

Abstract

Some of the population work as coconut sugar processors in Ujung Genteng, Ciracap, Sukabumi Regency. Since the Dutch colonial era, coconut plantations have been developed so that from generation to generation, the use of Nira into coconut sugar has become the livelihood of the residents. It has been a long time since this profession emerged and developed into one that supports the community's economy. The dynamics of this processed business/industry are influenced by many factors, such as the production process, finance and capital, and product distribution and marketing. The purpose of community service for coconut sugar processors in Ujung Genteng is to find joint solutions to marketing problems and their expansion. Through intense discussions with various business households, coconut sugar processors, it was agreed to create a marketing program to improve the continuity of the business. The detailed form of the program is in the form of training and mentoring for coconut sugar processors, which are formulated together. This ongoing community service has had several impacts. First, there is a desire to expand the market for the majority of coconut sugar processing households; Second, a trial was conducted for several coconut sugar processing households to expand the market by establishing a network with a “gethok tular” system using existing communication technology; Third, some coconut business households have benefited from an increase in income; Fourth, the emergence of awareness and desire of most households to differentiate their products based on information from the networks they previously formed. This fourth thing is in the process of being followed up seriously by taking into account the benefits and risks that will be received