Inovasi Pakan dan Penguatan Digital Branding Pada Usaha Budidaya Lele di Kelurahan Pancoran, Jakarta Selatan

Santo Tjhin; Muhammad Lukman Baihaqi Alfakihuddin; Iwan Setiawan; Ilham Prasetyo

doi:10.33292/ocsj.v4i2.163

Authors

Santo Tjhin Department of Visual and Design Communication, Faculty of Engineering and Technology, Universitas Sampoerna, Jakarta, Indonesia
Muhammad Lukman Baihaqi Alfakihuddin Department of Management, Faculty of Business, Universitas Sampoerna, Jakarta, Indonesia
Iwan Setiawan Department of Information System, Faculty of Engineering and Technology, Universitas Sampoerna, Jakarta, Indonesia
Ilham Prasetyo Department of Computer Science, Faculty of Engineering and Technology, Universitas Sampoerna, Jakarta, Indonesia

DOI:

https://doi.org/10.33292/ocsj.v4i2.163

Keywords:

Branding Digital, Budidaya Ikan Lele, Inovasi Pakan, Pancoran

Abstract

Latar Belakang: Petani kecil di Pancoran, Jakarta Selatan menghadapi berbagai kendala, antara lain ketergantungan pada pakan komersial yang mahal, keterbatasan teknologi produksi, minimnya inovasi produk turunan, serta lemahnya kapasitas branding dan pemasaran digital. Kondisi ini membatasi peluang untuk berkembang dan menembus pasar baru.
Tujuan: Penelitian bertujuan untuk mendokumentasikan dan menganalisis hasil program optimasi rantai nilai lele di Kelurahan pancoran dengan fokus pada tiga aspek: efisiensi produksi, perubahan struktur biaya melalui substitusi pakan, serta peningkatan kapasitas branding dan pemasaran di kalangan UMKM.
Metode: Universitas Sampoerna bekerja sama dengan pemerintah dan kelurahan Pancoran Jakarta Selatan melaksanakan program pengabdian masyarakat pada Juli 2025 dengan pendekatan Participatory Action Research (PAR). Kegiatan melibatkan 30 peserta (20 petani lele, pelaku UMKM, Pihak kelurahan, dan tim universitas). Tahapan program mencakup: (1) pelatihan pembuatan pakan alternatif berbasis limbah roti; (2) bimbingan teknis penggunaan mesin produksi pakan; serta (3) pelatihan branding dan pemasaran digital. Data kami peroleh menggunakan survei yang diberikan saat acara berlangsung.
Hasil : Sebanyak 80% peserta mampu memproduksi pakan alternatif secara mandiri dan menurunkan biaya pakan sekitar 25% melalui pemanfaatan pakan alternatif. Selain itu, 60% peserta berhasil menciptakan variasi produk baru, dan 70% memahami strategi branding digital. Temuan ini menegaskan bahwa kolaborasi antara universitas, pemerintah lokal, dan masyarakat mampu menghasilkan solusi praktis dan berkelanjutan. Program Pancoran ini tidak hanya memperkuat kapasitas petani lele, tetapi juga menawarkan model PkM berbasis circular economy dan inovasi branding digital yang dapat direplikasi di komunitas urban lain di Indonesia.

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