Author
Rizka Zulfikar(1
), Ana Sofia Herawati(2), Purboyo P(3), Farida Yulianti(4), Prihatini Ade Mayvita(5), Azahraty A(6), Fanlia Adiprimadana Sanjaya(7), Syahrani S(8),
(1) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin, Antigua and Barbuda
(2) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
(3) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
(4) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
(5) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
(6) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
(7) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
(8) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin,
Corresponding Author
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Available online: 2026-05-12 | Published : 2026-05-12
Copyright (c) 2026 Rizka Zulfikar, Ana Sofia Herawati, Purboyo P
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Abstract
Kacang Jaruk is a traditional fermented food from Barabai, Hulu Sungai Tengah, South Kalimantan, possessing high cultural value but limited market performance due to weak branding, packaging, and digital marketing. This community service aimed to empower Kacang Jaruk Udi Barabai MSME through the “3 Pillars of Growth: Product-Story-Digital” Model. Using Participatory Action Research with a Pentahelix approach from March–June 2026, interventions included: 1) Local product education through GMP SOP development and PIRT legalization; 2) Storytelling via new packaging, QR Codes, and the “Satu Rasa Seribu Cerita” content series; 3) Digital collaboration with micro-influencers, resellers, and marketplace onboarding. Results showed production capacity increased from 15 kg to 40 kg/week, selling price rose by 46.7%, revenue grew 85% with 62% from online channels, and local employment was created. This model proves that integrating cultural values, brand narrative, and digital technology can elevate traditional food MSMEs from survival to growth. The approach is replicable for other culture-based local MSMEs.
Keywords
References
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