Women farmer group empowerment in Gunungpati Sub-District, Semarang, Indonesia

https://doi.org/10.22146/jpkm.47064

Fidia Fibriana(1*), Miranita Khusniati(2), Ni Luh Tirtasari(3)

(1) Department of Integrated Science, Faculty of Mathematics and Natural Sciences, Universitas Negeri Semarang
(2) Department of Integrated Science, Faculty of Mathematics and Natural Sciences, Universitas Negeri Semarang
(3) Laboratory of Integrated Science Department, Faculty of Mathematics and Natural Sciences, Universitas Negeri Semarang
(*) Corresponding Author

Abstract


The Women Farmer Group in Semarang was established in 2013, and it has been developing small businesses in the processing of local fresh milk into various snack products. However, the selling value has not reached the optimum results since it faces a problem in packagingquality. Therefore, as one of the goals of Tridarma of Indonesian higher education which have directed the university to care about problems in society, an accompaniment to the business was carried out for improving the quality of product packaging. There were three activities conducted, i.e., training; re-designing; and monitoring. The results of the community service showed that the program was highly effective to enhance the understanding of Women Farmer Group members on the importance of product packaging as a strategy of marketing proved by the results of the average posttest score at 80.55. Product testing to consumers shows that the new packaging could increase consumer buying interest in comparison to the old one. Also, with the new packaging, the non-preservative snacks could have a longer storability compared tothe old packaging. In this community service activity, an empowerment model can be obtained and can be further developed.

Keywords


Community empowerment; Marketing strategy; Importance of packaging; Product development

Full Text:

PDF


References

Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of consumer marketing, 23(2), 100-112. DOI: 10.1108/07363760610655032

Ashaduzzaman, M., & Mahbub, F. (2016). Understanding the Role of Packaging Elements on Buying Detergent Powder in Dhaka City: A study on Bangladesh. Asian Journal of Business Research ISSN, 6(1). DOI: 10.14707/ajbr.160019

Indonesian Central Bureau of Statistics. (2016). Kecamatan Gunungpati Dalam Angka.

Cahyorini, A., & Rusfian, E. Z. (2012). The effect of packaging design on impulsive buying. Bisnis & Birokrasi Journal, 18(1), 11-21.

Gonzalez, M. P., Thornsbury, S., & Twede, D. (2007). Packaging as a tool for product development: Communicating value to consumers. Journal of food distribution Research, 38(1), 61-66.

Kotler, P., & Keller, K. L. (2006). Marketing management 12e. New Jersey.

Mustikaningtyas, D., Wiyanto, W., & Habibah, N. A. (2017). Potensi Kecamatan Gunungpati Semarang sebagai Sentra Pertanian Organik melalui Kegiatan Ipteks Bagi Masyarakat Kelompok Wanita Tani. Jurnal Abdimas, 20(2), 77-82.

Nirwana, D. (2010). Pengaruh Kemasan Terhadap Keputusan Pembelian Minuman Fruit Tea Pada Siswa SMU ST. Thomas 2 Medan [skripsi] Medan: Universitas Sumatera Utara.

Poturak, M. (2014). Influence of product packaging on purchase decisions. European Journal of Social and Human Sciences, (3), 144-150.

Rundh, B. (2005). The multi-faceted dimension of packaging: marketing logistic or marketing tool?. British Food Journal, 107(9), 670-684.

Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European journal of marketing, 41(11/12), 1495-1517.

Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. Kogan Page Publishers.

Sukesti, F., & Wilardjo, S. B. (2015). Ipteks Bagi Masyarakat Kelompok Wanita Tani Dalam Pengolahan Produk Berbahan Baku Susu Sapi Di Kelurahan Cepoko Kecamatan Gunungpati Semarang. Dian Mas, 4(1), 29-34.

Tjiptono, F. (2018). The Marketing Strategy (Strategi pemasaran). in Bahasa Indonesia. Yogyakarta: Andi Publisher.

Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422.

Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690.

Jessie Chen-Yu, H., & Kincade, D. H. (2001). Effects of product image at three stages of the consumer decision process for apparel products: Alternative evaluation, purchase and post-purchase. Journal of Fashion Marketing and Management: An International Journal, 5(1), 29-43.

Yuniastuti, A., Setiati, N., & Susanti, R. (2018). Pengembangan Olahan Hasil Ternak Melalui Diversifikasi Produk Berbahan Dasar Susu Di Kelurahan Cepoko Gunungpati Semarang. Rekayasa, 15(1), 11-16.



DOI: https://doi.org/10.22146/jpkm.47064

Article Metrics

Abstract views : 2255 | views : 1185

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2020 Jurnal Pengabdian kepada Masyarakat (Indonesian Journal of Community Engagement)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Pengabdian kepada Masyarakat (Indonesian Journal of Community Engagement)

ISSN (print) 2460-9447, ISSN (online) 2541-5883