Penguatan Identitas dan Pemasaran Produk Lokal Pesisir Kusamba Melalui Storynomics dan Inovasi Kemasan

Abstract

Kusamba Salt is a prominent traditional product produced through a natural production process along the coastal area of Kusamba Village, Klungkung Regency, Bali. Despite its uniqueness and high quality, the marketing of Kusamba Salt and its surrounding marine-derived products, such as shredded pindang fish, remains relatively conventional and has not yet been able to effectively communicate the products’ distinctive values to consumers. This Community Service (PKM) activity aimed to optimize the marketing of local commodities in Kusamba Village through the implementation of a storynomics approach and packaging innovation. The activity was conducted through field observations, documentary video production of the manufacturing process, community outreach, and training for the local community of Kusamba Village. As part of the program implementation, the team developed a new packaging design incorporating storynomics elements and a barcode providing access to the documentary video. The results demonstrated that the storynomics approach and packaging innovation can strengthen the product identity of Kusamba Salt and shredded pindang fish, enhance the appeal of local commodities, and support more effective marketing development. This activity contributed positively to local business actors by increasing the products’ market value and strengthening the image of Kusamba as a traditional production area with potential for development as an educational tourism destination.