MODERNISASI KULINER LOKAL MELALUI PENDEKATAN SOCIOPRENEURSHIP: IMPLEMENTASI PADA KLEPON GENDHIS
DOI:
https://doi.org/10.61896/jibi.v3i3.211Keywords:
Klepon, Jajanan_Pasar, Transformasi_Kuliner, Ekonomi_Kreatif, SociopreneurshipAbstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis transformasi jajanan pasar tradisional menjadi produk kuliner modern melalui studi kasus pada Klepon Gendhis di Yogyakarta. Di tengah ketatnya persaingan industri kuliner, makanan tradisional seringkali dianggap tertinggal akibat standarisasi kualitas dan pengemasan yang rendah. Klepon Gendhis hadir sebagai model usaha yang mengintegrasikan prinsip ekonomi kreatif dan sociopreneurship untuk meningkatkan nilai jual produk warisan lokal. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Data dikumpulkan melalui observasi lapangan, wawancara mendalam dengan pemilik usaha, serta studi dokumentasi terhadap literatur relevan dan aktivitas pemasaran digital. Hasil penelitian menunjukkan bahwa strategi transformasi Klepon Gendhis bertumpu pada empat pilar utama: (1) inovasi produk melalui penggunaan bahan baku premium dan pengemasan modern yang estetis; (2) digitalisasi pemasaran menggunakan media sosial Instagram untuk membangun citra produk sebagai oleh-oleh premium; (3) penerapan konsep sociopreneurship melalui pemberdayaan masyarakat lokal sebagai tenaga kerja produktif; dan (4) konsistensi terhadap pelestarian budaya dengan mempertahankan cita rasa autentik di tengah modernisasi bisnis. Simpulan dari penelitian ini menegaskan bahwa sinergi antara kreativitas, teknologi, dan tanggung jawab sosial merupakan faktor kunci keberhasilan UMKM kuliner tradisional dalam menembus pasar modern tanpa kehilangan identitas budayanya. Penelitian ini memberikan implikasi praktis bagi pelaku usaha tradisional untuk melakukan re-branding melalui pendekatan ekonomi kreatif yang inklusif.
Kata Kunci: Klepon, Jajanan_Pasar, Transformasi_Kuliner, Ekonomi_Kreatif, Sociopreneurship
ABSTRACT
This study aims to analyze the transformation of traditional market snacks into modern culinary products through a case study of Klepon Gendhis in Yogyakarta. Amidst the intense competition in the culinary industry, traditional foods are often considered to be left behind due to low quality standards and packaging. Klepon Gendhis presents itself as a business model that integrates the principles of creative economy and sociopreneurship to increase the selling value of local heritage products. This study uses a descriptive qualitative approach. Data were collected through field observations, in-depth interviews with business owners, as well as documentation studies of relevant literature and digital marketing activities. The results show that Klepon Gendhis' transformation strategy rests on four main pillars: (1) product innovation through the use of premium raw materials and modern, aesthetic packaging; (2) digitalization of marketing using Instagram social media to build the product's image as a premium souvenir; (3) application of the sociopreneurship concept through empowering local communities as productive workers; and (4) consistency in cultural preservation by maintaining authentic flavors amidst business modernization. The conclusion of this study confirms that the synergy between creativity, technology, and social responsibility is a key factor in the success of traditional culinary MSMEs in penetrating the modern market without losing their cultural identity. This research provides practical implications for traditional business actors to carry out re-branding through an inclusive creative economy approach.
Keywords: Klepon, Market_Snacks, Culinary_Transformation, Creative_Economy, Sociopreneurship
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