A Design Thinking–Based Digital Marketing Model and Production Facility Optimization for Gula Aren Processing
DOI:
https://doi.org/10.37476/presed.v3i1.134Kata Kunci:
Design Thinking, BUMDes, Digital Marketing, Palm Sugar, Product InnovationAbstrak
The development of Village-Owned Enterprises (BUMDes) plays a crucial role in enhancing the value-added of local commodities, including palm sugar (gula aren), which is a leading potential product in Tassese Village. However, several constraints hinder its competitiveness, namely traditional production processes, inconsistent product quality, and the absence of a digital marketing platform, which makes product information difficult to access. This study aims to design a digital marketing model and optimize production facility design using the Design Thinking approach at BUMDes Mangngallebaji. The research employs a qualitative method with descriptive analysis, following four stages: Empathize, Ideate, Prototype, and Test. Data were collected through observation, interviews, documentation, and pre-test and post-test assessments using a 20-item questionnaire. The results indicate a significant improvement in the artisans' understanding and skills, with the average score increasing from 2.76 to 4.41, a rise of 59.8%. Product innovations such as coin-shaped sugar, liquid sugar, and granulated sugar (gula semut) were successfully developed through hygienic production technology, along with optimized production facility designs, packaging designs, and marketing website designs. The study concludes that Design Thinking is an effective model for holistic innovation in BUMDes business development, particularly in enhancing production facilities and digital marketing
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