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Abstract
Pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi dan edukasi pangan lokal Papua melalui penerapan PURPLE COW Strategy yang menekankan inovasi, diferensiasi, dan penciptaan daya tarik unik produk. Kegiatan dilaksanakan di Kabupaten Jayapura, Papua, dengan melibatkan 15 pelaku usaha pangan lokal sebagai peserta. Metode yang digunakan adalah pendekatan partisipatif melalui tahapan analisis potensi, pelatihan kreatif, pendampingan pemasaran digital, serta evaluasi. Hasil kegiatan menunjukkan adanya peningkatan kapasitas pelaku usaha dalam menciptakan produk pangan lokal yang inovatif dan bernilai tambah, menerapkan strategi pemasaran kreatif berbasis storytelling budaya, serta memanfaatkan media digital sebagai sarana promosi dan edukasi konsumen. Produk yang terdiferensiasi secara signifikan mampu meningkatkan penjualan dan memperluas jangkauan pasar. Temuan ini menunjukkan bahwa penerapan PURPLE COW Strategy efektif dalam pemberdayaan masyarakat, peningkatan literasi pangan lokal, serta penguatan keberlanjutan usaha berbasis budaya.
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References
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References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.
Food and Agriculture Organization (FAO). (2022). FAO’s new project launched to support sago farmers in Papua. https://www.fao.org/indonesia/news/detail/FAO-s-New-Project-Launched-to-Support-Sago-Farmers-in-Papua/en
Godin, S. (2003). Purple cow: Transform your business by being remarkable. Portfolio.
Kemmis, S., McTaggart, R., & Nixon, R. (2014). The action research planner: Doing critical participatory action research. Springer.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kurniawati, E., Hidayat, A., & Prasetyo, B. (2022). Digital marketing literacy and SME performance in Indonesia. Journal of Small Business and Entrepreneurship Development, 10(2), 45–60.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage Publications.
Papua Antara News. (2025, November 4). Masyarakat Papua lebih memilih sagu, kebijakan pangan nasional harus adaptif dengan konteks lokal. https://emedia.dpr.go.id/news/2025/11/04/masyarakat-papua-lebih-memilih-sagu-kebijakan-pangan-nasional-harus-adaptif-dengan-konteks-lokal
Wulandari, S., & Purwanto, H. (2021). Entrepreneurship literacy and local food-based SMEs empowerment in Indonesia. Journal of Small Business and Enterprise Development, 28(7), 1025–1042. https://doi.org/10.1108/JSBED-06-2021-0201
Yohana, D., & Situmorang, R. (2023). Participatory action research for indigenous entrepreneurship development in Eastern Indonesia. Asian Journal of Social Science Research, 12(3), 45–59.