STRENGTHENING CREATIVE ECONOMIC CAPACITY THROUGH PRODUCT DIVERSIFICATION AND BRANDING OF LOCAL LEADING PRODUCTS IN NAGARI AMPANG PULAI

Nilmadesri Rosya, Mareta Kemala Sari, Jolianis Jolianis, Putri Meliza Sari, Sri Rahmadani, Yosi Eka Putri, Callista Dasha Ramadhani

Abstract


This community service program aims to strengthen the creative economic capacity of the community in Nagari Ampang Pulai, Koto XI Tarusan, by diversifying their local leading product, teri mandeh, into dendeng teri, a value-added product. Additionally, the program focuses on implementing creative branding to enhance the competitiveness of the product. Before the program, the production of teri in Nagari Ampang Pulai was 700-800 kg per month, with a selling price of approximately IDR 75,000 per kilogram. After the implementation, production increased significantly to 1.2-1.3 tons per month, with improved product quality and higher selling prices. The program demonstrated that with proper processing techniques and effective branding, the community could reduce reliance on the fluctuating raw product market and increase income through more stable, higher-value processed products. The results highlight significant potential for developing local creativity-based economic models that could be adapted for other regions with similar potential.


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