Participatory Empowerment and Integrated Digitalization for the Traditional Culinary MSME “Lontong Kupang Barokah”
(Pemberdayaan Partisipatif dan Digitalisasi Terintegrasi pada UMKM Kuliner Tradisional “Lontong Kupang Barokah”)
Keywords:
Digitalization, Financial Literacy, Participatory Research, Storytelling, Traditional CulinaryAbstract
Paradoxically, while micro, small, and medium enterprises (MSMEs) drive the national economy, traditional culinary vendors face systemic stagnation in the post-pandemic digital era due to profound managerial and technological illiteracy. This article analyzes a participatory empowerment initiative at Lontong Kupang Barokah in Surabaya, employing a Participatory Action Research (PAR) methodology to bridge this digitalization gap. The intervention focused on visual branding, digital marketing via emotional storytelling, and financial administration restructuring. Initial findings revealed a critical operational failure: the introduction of cloud-based financial applications was outright rejected due to cognitive overload during peak business hours, necessitating a strategic pivot to a simplified manual ledger system. Conversely, localized digital marketing utilizing the Suroboyoan dialect and authentic narratives successfully amplified brand resonance and customer engagement on TikTok and GoFood platforms. These outcomes highlight that technological interventions must be preceded by behavioral adaptation, aligning with SDG 8 and SDG 12, while offering a pragmatic framework for sustainable community empowerment.
Abstrak
Sebuah paradoks, ketika usaha mikro, kecil, dan menengah (UMKM) menjadi motor penggerak ekonomi nasional, para pedagang kuliner tradisional justru menghadapi stagnasi sistemik di era digital pascapandemi akibat rendahnya literasi manajerial dan teknologi. Artikel ini mengkaji inisiatif pemberdayaan partisipatif pada Lontong Kupang Barokah di Surabaya, menggunakan metodologi Participatory Action Research (PAR) untuk menjembatani kesenjangan digitalisasi tersebut. Intervensi difokuskan pada penjenamaan visual, pemasaran digital melalui penceritaan emosional, dan restrukturisasi administrasi keuangan. Temuan awal mengungkap sebuah kegagalan operasional yang kritis: introduksi aplikasi keuangan berbasis awan ditolak mentah-mentah akibat beban kognitif yang berlebih pada jam sibuk, sehingga menuntut peralihan strategis ke sistem buku kas manual yang disederhanakan. Sebaliknya, pemasaran digital terokalisasi yang memanfaatkan dialek Suroboyoan dan narasi autentik berhasil memperkuat resonansi merek dan keterlibatan pelanggan di platform TikTok dan GoFood. Hasil ini menegaskan bahwa intervensi teknologi harus didahului oleh adaptasi perilaku, sejalan dengan pencapaian SDG 8 dan SDG 12, sekaligus menawarkan kerangka kerja pragmatis untuk pemberdayaan masyarakat yang berkelanjutan.
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Copyright (c) 2026 Revalina Diah Oktaviani, Zakiyyah Miftahul Jannah, Khoirul Aulya Rahma Puspita Sari, Marsya Naila Sigit, Fairuz Salsabila, Ayu Dea Puspitaningrum, Eugenia Russhelyne Grace Devon, Tri Siwi Agustina (Author)
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