Pemberdayaan UMKM Makanan Tradisional Bugis melalui Pelatihan Literasi Digital dan Pengelolaan Marketplace sebagai Upaya Peningkatan Daya Saing di Kabupaten Maros
Keywords:
Pemberdayaan UMKM, Makanan Tradisional Bugis, Literasi Digital, MarketplaceAbstract
Pemberdayaan usaha mikro, kecil, dan menengah (UMKM) makanan tradisional Bugis di Kabupaten Maros menjadi isu strategis karena sektor kuliner lokal tidak hanya berperan sebagai sumber pendapatan masyarakat, tetapi juga sebagai ruang pelestarian identitas budaya dan penguatan ekonomi halal daerah. Namun, sebagian pelaku UMKM masih menghadapi keterbatasan literasi digital, pengelolaan pemasaran daring, pemanfaatan marketplace, serta pemahaman terhadap sertifikasi dan nilai tambah produk halal. Penelitian ini bertujuan untuk menganalisis pemberdayaan UMKM makanan tradisional Bugis melalui pelatihan literasi digital dan pengelolaan marketplace halal sebagai upaya peningkatan daya saing di Kabupaten Maros. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi kegiatan pelatihan, dan dokumentasi terhadap pelaku UMKM makanan tradisional, pendamping usaha, pengelola marketplace, serta unsur pemerintah daerah. Analisis data dilakukan melalui reduksi data, penyajian data, pengodean tematik, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pelatihan literasi digital meningkatkan kemampuan pelaku UMKM dalam membuat identitas merek, foto produk, katalog digital, narasi promosi, transaksi daring, serta komunikasi konsumen. Marketplace halal berperan memperluas akses pasar sekaligus memperkuat kepercayaan konsumen melalui aspek kehalalan, transparansi bahan baku, dan konsistensi mutu produk. Kendala utama mencakup keterbatasan perangkat digital, rendahnya keberlanjutan pendampingan, belum meratanya sertifikasi halal, serta lemahnya integrasi antara nilai budaya Bugis dan strategi pemasaran digital. Penelitian ini menyimpulkan bahwa pemberdayaan UMKM berbasis literasi digital dan marketplace halal memerlukan pendekatan berkelanjutan, kolaboratif, dan kontekstual agar mampu meningkatkan daya saing UMKM makanan tradisional Bugis secara inklusif.
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Copyright (c) 2026 Abd. Rahman (Author); Sitti Aisyah (Translator); Rina Mustamin (Author)
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