Pemberdayaan UMKM Geoproduk Berbasis Speculative Design dan Gen-AI Untuk Storytelling di Desa Margacinta Pangandaran
DOI:
https://doi.org/10.70825/jptb.v8i1.2389Kata Kunci:
UMKM, speculative design, storytelling digital, geoproduk, pangandaran, pemberdayaan masyarakatAbstrak
Pangandaran sebagai destinasi pariwisata unggulan di Jawa Barat memiliki potensi geodiversity, biodiversity, dan peran strategis UMKM dalam mendukung ekonomi lokal. Namun, persaingan antar destinasi, keterbatasan inovasi promosi digital, dan rendahnya pemanfaatan keunikan lokal masih menjadi tantangan dalam pengembangan UMKM geoproduk. Kegiatan Pengabdian kepada Masyarakat (PkM) ini bertujuan meningkatkan kapasitas UMKM Desa Margacinta melalui pelatihan pengembangan produk dan pemasaran digital berbasis speculative design dengan pendekatan partisipatif. Metode kegiatan meliputi analisis kebutuhan, pelatihan speculative design, workshop storytelling digital, serta monitoring dan evaluasi. Hasil menunjukkan peningkatan pengetahuan dan keterampilan UMKM dalam merancang produk berbasis potensi geologi dan hayati serta memanfaatkan media sosial untuk promosi berbasis cerita. Model intervensi speculative design terbukti efektif mendorong inovasi produk dan strategi pemasaran digital UMKM geoproduk. Luaran mencakup video edukasi, publikasi media, serta model pemberdayaan UMKM yang dapat direplikasi, mendukung penguatan ekonomi lokal dan pariwisata berkelanjutan berbasis kearifan lokal, serta berkontribusi pada pencapaian SDGs.
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