PENGEMBANGAN KERUPUK TUIRI SEBAGAI PRODUK OLEH-OLEH KHAS BENGKULU BERBASIS PEMBERDAYAAN UMKM

Authors

  • Siti Nur Amanah Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Dewi Kusuma Ningsih Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Nanda Jesika Wulandari Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Dapa Rahmadani Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Yetti Afrida Indra Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.24252/iqtishaduna.v7i4.69422

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis potensi pengembangan kerupuk tuiri sebagai produk oleh-oleh khas Bengkulu berbasis pemberdayaan Usaha Mikro, Kecil, dan Menengah (UMKM). Metode yang digunakan adalah deskriptif kualitatif dengan pendekatan studi kasus. Data diperoleh melalui observasi, wawancara, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa kerupuk tuiri memiliki potensi ekonomi yang tinggi karena bahan baku mudah diperoleh, proses produksi sederhana, dan memiliki cita rasa khas. Namun, pengembangannya masih menghadapi kendala pada aspek kemasan, branding, dan pemasaran. Pemberdayaan UMKM melalui inovasi kemasan dan pemasaran digital terbukti meningkatkan nilai jual produk hingga 30–40% serta memperluas jangkauan pasar. Strategi branding sebagai oleh-oleh khas daerah juga meningkatkan daya tarik konsumen, khususnya wisatawan. Dengan demikian, kerupuk tuiri berpotensi menjadi produk unggulan daerah yang mampu meningkatkan kesejahteraan masyarakat jika didukung oleh inovasi dan pendampingan berkelanjutan.

 

Kata Kunci: UMKM, kerupuk tuiri, pemberdayaan, oleh-oleh khas, Bengkulu

 

Abstract

This study aims to analyze the potential for developing tuiri crackers as a typical Bengkulu souvenir product based on empowering Micro, Small, and Medium Enterprises (MSMEs). The method used is descriptive qualitative with a case study approach. Data were obtained through observation, interviews, and documentation, then analyzed using the Miles and Huberman model. The results show that tuiri crackers have high economic potential because the raw materials are easily obtained, the production process is simple, and they have a distinctive taste. However, their development still faces obstacles in aspects of packaging, branding, and marketing. Empowering MSMEs through packaging innovation and digital marketing has been proven to increase product sales value by 30–40% and expand market reach. The branding strategy as a typical regional souvenir also increases consumer appeal, especially tourists. Thus, tuiri crackers have the potential to become a superior regional product that can improve community welfare if supported by innovation and continuous mentoring.

 

Keywords: MSMEs, Tuiri crackers, empowerment, typical souvenirs, Bengkulu

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Published

2026-06-19

Issue

Vol. 7 No. 4 (2026): Juli

Section

Volume 7 Nomor 4 Juli 2026

License

Copyright (c) 2026 Siti Nur Amanah, Dewi Kusuma Ningsih, Nanda Jesika Wulandari, Dapa Rahmadani, Yetti Afrida Indra

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