Artikel Pengabdian
Kesiapan Pasar Awal TORAKUR melalui Pengemasan, Pemasaran Digital, dan Penerimaan Sensoris
- Muhammad Isra ✉ — Program Studi Teknologi Pangan, Fakultas Pertanian, Universitas Negeri Gorontalo, Gorontalo, Indonesia ORCID
- Lisna Ahmad — Program Studi Teknologi Pangan, Fakultas Pertanian, Universitas Negeri Gorontalo, Gorontalo, Indonesia
- Rahmiyati Kasim — Program Studi Teknologi Pangan, Fakultas Pertanian, Universitas Negeri Gorontalo, Gorontalo, Indonesia
- Terbitan
- Vol. 1 No. 1 (2026)
- Terbit
- 1 Oktober 2026
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Abstrak
Pengabdian berbasis pangan lokal sering berhenti pada keberhasilan produksi, padahal kesiapan pasar memerlukan kemampuan komunitas mengomunikasikan produk sekaligus bukti bahwa produk diterima konsumen. Studi ini merupakan evaluasi pilot pascaintervensi terhadap program TORAKUR (tomat rasa kurma) di Desa Bunggalo, Kabupaten Gorontalo, yang menggabungkan demonstrasi produk, edukasi pengemasan, penguatan identitas merek, dan pemasaran digital. Dua dataset pascakegiatan dianalisis secara independen: evaluasi program 15 butir (n=30) dan uji hedonik 20 butir (n=30). Analisis menggunakan statistik deskriptif, Cronbach α, uji Friedman dan Wilcoxon dengan koreksi Holm, korelasi Spearman dengan pengendalian false-discovery rate, bootstrap 95%, serta pengodean deskriptif jawaban terbuka. Pengetahuan pengemasan memperoleh rerata tertinggi (3,69/4), sedangkan efikasi diri penerapan terendah secara deskriptif (3,57/4). Penerimaan produk tinggi pada penampilan dan penerimaan terintegrasi (masing-masing 4,49/5), kesukaan keseluruhan (4,53/5), dan keunikan (4,60/5). Sebanyak 90,0% responden bersedia mengonsumsi kembali dan 96,7% bersedia merekomendasikan TORAKUR. Keunikan berasosiasi paling kuat dengan kesukaan keseluruhan (ρ=0,89), tetapi hubungan ini bersifat eksploratif. Temuan mendukung kerangka “kesiapan ganda”: kesiapan komersialisasi masyarakat dan kesiapan penerimaan produk perlu hadir bersamaan sebelum pengujian pasar nyata. Data belum membuktikan pemberdayaan ekonomi berkelanjutan; prioritas berikutnya adalah praktik komersial berulang, standardisasi proses dan kemasan, validasi keamanan, serta pengukuran transaksi dan pembelian ulang.
Daftar Pustaka
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Palapa, T. M., Yalindua, A., & Maramis, A. A. (2020). Sustainable Community Empowerment Through the Program of Self-Sufficient Village of Non-Rice Food in Raanan Baru. IOP Conf. Ser. Earth Environ. Sci., 448(1). https://doi.org/10.1088/1755-1315/448/1/012113
Sarasi, V., Yulianti, D., & Saefulhadjar, D. (2025). Mocaf Flour for Food Security, Stunting Alleviation, and Creative Economy: A System Thinking Approach. Jurnal Pengelolaan Sumberdaya Alam Dan Lingkungan, 15(5). https://doi.org/10.29244/jpsl.15.5.821
Bahlawan, Z. A. S., Megawati, M., Damayanti, A., Desiriani, R., Maulana, A. Y., & Christwardana, M. (2025). The Potential of Analog Rice as an Environmentally Friendly Food Alternative: A Mini Review. In Silviana, Christwardana M., Maryono, & Kurniawan T.A. (Eds.), E3S Web Conf. (Vol. 650). EDP Sciences. https://doi.org/10.1051/e3sconf/202565002060
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Janda, K., Rausser, G., & Strielkowski, W. (2013). Determinants of profitability of polish rural micro-enterprises at the time of EU accession. Eastern European Countryside, 19(1), 177–217. https://doi.org/10.2478/eec-2013-0009
Copus, A., Hopkins, J., & Creaney, R. (2016). The Transaction Footprints of Scottish Food and Drink SMEs. European Countryside, 8(3), 227–249. https://doi.org/10.1515/euco-2016-0017
Unjia, Y., Padaliya, S., Agrawat, Y., & Padaliya, M. (2024). Rural Development and Agribusiness Integration. Agribusiness Management, 222–235.
Ivanković, M., Bojnec, Š., Kolega, A., & Selak, V. (2006). Economic and social role of agriculture in the federation of Bosnia and Herzegovina. Drustvena Istrazivanja, 15(4–5), 917–939.
Marsden, T., & Smith, E. (2005). Ecological entrepreneurship: Sustainable development in local communities through quality food production and local branding. Geoforum, 36(4), 440–451. https://doi.org/10.1016/j.geoforum.2004.07.008
Eriksen, S. N., & Sundbo, J. (2016). Drivers and barriers to the development of local food networks in rural Denmark. European Urban and Regional Studies, 23(4), 750–764. https://doi.org/10.1177/0969776414567971
Mason, A. M., Dana, L.-P., & Anderson, R. (2007). The Inuit commercial caribou harvest and related agri-food industries in Nunavut. International Journal of Entrepreneurship and Small Business, 4(6), 785–806. https://doi.org/10.1504/IJESB.2007.014982
Khojasteh, M., & Raja, S. (2017). Agents of Change: How Immigrant-Run Ethnic Food Retailers Improve Food Environments. Journal of Hunger and Environmental Nutrition, 12(3), 299–327. https://doi.org/10.1080/19320248.2015.1112759
Liang, C.-L. (2025). Advancing the Knowledge Frontier of Agricultural and Resource Economics via Community Entrepreneurship. Journal of Agricultural and Resource Economics, 50(4), 783–803. https://doi.org/10.22004/ag.econ.364788
Mars, M. M. (2022). Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416744
Egeru, A., Lindow, M., & Okori, P. (2023). DESIGNING FOR RELEVANCE: A new orientation for research. University Engagement with Farming Communities in Africa: Community Action Research Platforms London and New York, 11–23. https://doi.org/10.4324/9781003387497-3
Lara-Llanderal, D. E., Dominguez, J. C. C., & Villavicencio, K. G. C. (2025). Community Empowerment in Peri-Urban Areas through Solar Technologies: A Case Study in Central Mexico. Advances in Environmental and Engineering Research, 6(1). https://doi.org/10.21926/aeer.2501010
Božić, J. (2024). Scaling Up Organic Agricultural Enterprises: An Empirical Study of the Role of Associations of Micro Producers. Business Systems Research, 15(1), 253–273. https://doi.org/10.2478/bsrj-2024-0012
Božić, J., & Srbljinović, A. (2021). Micro entrepreneurship in organic production of fruits and vegetables in Croatia: From self-help to neoendogenous development. Journal of Rural Studies, 88, 239–248. https://doi.org/10.1016/j.jrurstud.2021.11.006
Molina, E. R., Miller, M. X. A., Astudillo, Y. I. M., & Salazar, R. (2026). A systematic review of social innovation and sustainable entrepreneurship practices in the agri-food sector and their contribution to socioenvironmental resilience of rural producers. Discover Sustainability, 7(1). https://doi.org/10.1007/s43621-026-03090-3
Garrido-Garza, F., Loconto, A., & Robinson, D. K. R. (2025). Agroecological entrepreneurship: A driving force in the sustainable transformation of agri-food systems. Entrepreneurship and Regional Development, 37(9–10), 1170–1190. https://doi.org/10.1080/08985626.2025.2530563
Phillips, R., & Wharton, C. (2016). Growing livelihoods: Local food systems and community development. In Grow. Livelihoods: Local Food Systems and Community Development (p. 248). Taylor and Francis. https://doi.org/10.4324/9781315688596
Thomas Lane, E., Jones, R., Jones, A., & Mitchelmore, S. (2016). Exploring the potential of local food and drink entrepreneurship in rural Wales. Local Economy, 31(5), 602–618. https://doi.org/10.1177/0269094216654669
Jokinen, P., Järvelä, M., Huttunen, S., & Puupponen, A. (2008). Experiments in sustainable rural livelihood in Finland. International Journal of Agricultural Resources, Governance and Ecology, 7(3), 211–228. https://doi.org/10.1504/IJARGE.2008.018326
Molina Barzola, M., Laguna-Sánchez, P., Segovia-Pérez, M., & Sorhegui Ortega, R. (2025). The role of female entrepreneurship in rural development with a local focus in Ecuador. Revista de Ciencias Sociales, 31(11), 96–111.
Kurmanalina, A., Bimbetova, B., Omarova, A., Kaiyrgaliyeva, M., Bekbusinova, G., Saimova, S., & Saparaliyev, D. (2020). A swot analysis of factors influencing the development of agriculture sector and agribusiness entrepreneurship. Academy of Entrepreneurship Journal, 26(1), 1–8.
Tatikova, A., Baitilenova, Y., Narenova, A., Kaldygozova, M., Kazhieva, Z., Dzhaambayeva, B., & Aktymbayeva, A. (2019). Agriculture sector and agribusiness entrepreneurship potential in kazakhstan: A swot-tows analysis. Journal of Advanced Research in Law and Economics, 10(8), 2542–2548. https://doi.org/10.14505/jarle.v10.8(46).32
Tamminana, S. K., & Chennamadhava, M. (2025). Agripreneurship and the Challenges Faced by Agripreneurs. Income Augmentation through Small Agribusinesses, 164–172.
Gagliardi, D., Niglia, F., & Battistella, C. (2014). Evaluation and design of innovation policies in the agro-food sector: An application of multilevel self-regulating agents. Technological Forecasting and Social Change, 85, 40–57. https://doi.org/10.1016/j.techfore.2013.10.015
Bakarić, M., Martinić, I., Šporčić, M., Mijoč, D., & Landekić, M. (2022). ENTREPRENEURIAL INFRASTRUCTURE AND ENTREPRENEURSHIP IN FORESTRY OF CROATIA – POSSIBILITIES AND PERSPECTIVES. Sumarski List, 146(3), 153–160. https://doi.org/10.31298/SL.146.3-4.6
Lorber, L., & Žiberna, I. (2014). Euroepan agricultural policy and structural changes in agricultural holdings in podravje between 2002—2012. Podravina, 13(25), 19–44.
Fatima, S., & Sharma, R. (2026). Entrepreneurial Opportunities for Rural Women in Agritourism Sector: An Exploratory Study of Rural Telangana, India. International Journal of Rural Management. https://doi.org/10.1177/09730052261469788
Popović, V., & Mihailović, B. (2023). Women entrepreneurship in multifunctional agriculture for rural revival in Serbia. Sustainable Growth and Global Social Development in Competitive Economies, 225–247. https://doi.org/10.4018/978-1-6684-8810-2.ch012
Ray, M., & Das, S. (2025). Vermicomposting A Tool for Small Scale Entrepreneurship Development. Rural Transformation through Agri-Enterprise: Empowering Farmers and Youth - Focus on Grassroots Entrepreneurship and Youth Involvement, 81–89.
Sah, A. K., Hong, Y.-M., & Lin, S. H. (2025). From Waste to Brand: Circular Bio-Innovation and Low-Carbon Product Development in Taiwan’s Enzyme Village. Sustainability (Switzerland), 17(24). https://doi.org/10.3390/su172410947
Evinemi, O. T., Oluwarinde, B. O., & Fadiji, A. E. (2025). Vermitechnology as a Sustainable Solution: Transforming Organic Waste into Economic and Environmental Wealth. Vermitechnology: Economic, Environmental and Agricultural Sustainability, 41–60. https://doi.org/10.1007/978-3-031-96212-7_3
Narasimha, C., & Nagesha, N. (2013). Energy efficiency in sustainable development of Small and Medium Enterprises: An empirical study. Int. Conf. Intelligent Syst. Control, ISCO, 487–491. https://doi.org/10.1109/ISCO.2013.6481203
Chiripuci, B., & Todirica, I. (2018). Globalization impact on foods sector: Interaction between local and global. Quality - Access to Success, 19(S1), 144–147.
Moskvins, G., Spakovica, E., Moskvins, A., Shakhtarina, A., & Beldavs, V. (2012). Development of nanotechnology in agriculture for small northern European country. Eng. Rural Dev., 11, 157–163.
Miano, L. C., Cabrera, G. A., Yao, C. A. M., Cayabat, C. V., & Laguador, A. A. (2025). Developing community-based enterprises from the selected agrarian reform communities in Quezon Province. Asian Journal of Agriculture and Rural Development, 15(2), 112–120. https://doi.org/10.55493/5005.v15i2.5326
Palapa, T. M., Yalindua, A., & Maramis, A. A. (2020). Sustainable Community Empowerment Through the Program of Self-Sufficient Village of Non-Rice Food in Raanan Baru. IOP Conf. Ser. Earth Environ. Sci., 448(1). https://doi.org/10.1088/1755-1315/448/1/012113
Sarasi, V., Yulianti, D., & Saefulhadjar, D. (2025). Mocaf Flour for Food Security, Stunting Alleviation, and Creative Economy: A System Thinking Approach. Jurnal Pengelolaan Sumberdaya Alam Dan Lingkungan, 15(5). https://doi.org/10.29244/jpsl.15.5.821
Bahlawan, Z. A. S., Megawati, M., Damayanti, A., Desiriani, R., Maulana, A. Y., & Christwardana, M. (2025). The Potential of Analog Rice as an Environmentally Friendly Food Alternative: A Mini Review. In Silviana, Christwardana M., Maryono, & Kurniawan T.A. (Eds.), E3S Web Conf. (Vol. 650). EDP Sciences. https://doi.org/10.1051/e3sconf/202565002060
Alsos, G. A., Carter, S., Ljunggren, E., & Welter, F. (2011). The handbook of research on entrepreneurship in agriculture and rural development. In The Handb. Of Res. On Entrep. In Agric. And Rural. Dev. (p. 320). Edward Elgar Publishing Ltd.
Janda, K., Rausser, G., & Strielkowski, W. (2013). Determinants of profitability of polish rural micro-enterprises at the time of EU accession. Eastern European Countryside, 19(1), 177–217. https://doi.org/10.2478/eec-2013-0009
Copus, A., Hopkins, J., & Creaney, R. (2016). The Transaction Footprints of Scottish Food and Drink SMEs. European Countryside, 8(3), 227–249. https://doi.org/10.1515/euco-2016-0017
Unjia, Y., Padaliya, S., Agrawat, Y., & Padaliya, M. (2024). Rural Development and Agribusiness Integration. Agribusiness Management, 222–235.
Ivanković, M., Bojnec, Š., Kolega, A., & Selak, V. (2006). Economic and social role of agriculture in the federation of Bosnia and Herzegovina. Drustvena Istrazivanja, 15(4–5), 917–939.
Marsden, T., & Smith, E. (2005). Ecological entrepreneurship: Sustainable development in local communities through quality food production and local branding. Geoforum, 36(4), 440–451. https://doi.org/10.1016/j.geoforum.2004.07.008
Eriksen, S. N., & Sundbo, J. (2016). Drivers and barriers to the development of local food networks in rural Denmark. European Urban and Regional Studies, 23(4), 750–764. https://doi.org/10.1177/0969776414567971
Mason, A. M., Dana, L.-P., & Anderson, R. (2007). The Inuit commercial caribou harvest and related agri-food industries in Nunavut. International Journal of Entrepreneurship and Small Business, 4(6), 785–806. https://doi.org/10.1504/IJESB.2007.014982
Khojasteh, M., & Raja, S. (2017). Agents of Change: How Immigrant-Run Ethnic Food Retailers Improve Food Environments. Journal of Hunger and Environmental Nutrition, 12(3), 299–327. https://doi.org/10.1080/19320248.2015.1112759
Liang, C.-L. (2025). Advancing the Knowledge Frontier of Agricultural and Resource Economics via Community Entrepreneurship. Journal of Agricultural and Resource Economics, 50(4), 783–803. https://doi.org/10.22004/ag.econ.364788
Mars, M. M. (2022). Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416744
Egeru, A., Lindow, M., & Okori, P. (2023). DESIGNING FOR RELEVANCE: A new orientation for research. University Engagement with Farming Communities in Africa: Community Action Research Platforms London and New York, 11–23. https://doi.org/10.4324/9781003387497-3
Lara-Llanderal, D. E., Dominguez, J. C. C., & Villavicencio, K. G. C. (2025). Community Empowerment in Peri-Urban Areas through Solar Technologies: A Case Study in Central Mexico. Advances in Environmental and Engineering Research, 6(1). https://doi.org/10.21926/aeer.2501010
Božić, J. (2024). Scaling Up Organic Agricultural Enterprises: An Empirical Study of the Role of Associations of Micro Producers. Business Systems Research, 15(1), 253–273. https://doi.org/10.2478/bsrj-2024-0012
Božić, J., & Srbljinović, A. (2021). Micro entrepreneurship in organic production of fruits and vegetables in Croatia: From self-help to neoendogenous development. Journal of Rural Studies, 88, 239–248. https://doi.org/10.1016/j.jrurstud.2021.11.006
Molina, E. R., Miller, M. X. A., Astudillo, Y. I. M., & Salazar, R. (2026). A systematic review of social innovation and sustainable entrepreneurship practices in the agri-food sector and their contribution to socioenvironmental resilience of rural producers. Discover Sustainability, 7(1). https://doi.org/10.1007/s43621-026-03090-3
Garrido-Garza, F., Loconto, A., & Robinson, D. K. R. (2025). Agroecological entrepreneurship: A driving force in the sustainable transformation of agri-food systems. Entrepreneurship and Regional Development, 37(9–10), 1170–1190. https://doi.org/10.1080/08985626.2025.2530563
Phillips, R., & Wharton, C. (2016). Growing livelihoods: Local food systems and community development. In Grow. Livelihoods: Local Food Systems and Community Development (p. 248). Taylor and Francis. https://doi.org/10.4324/9781315688596
Thomas Lane, E., Jones, R., Jones, A., & Mitchelmore, S. (2016). Exploring the potential of local food and drink entrepreneurship in rural Wales. Local Economy, 31(5), 602–618. https://doi.org/10.1177/0269094216654669
Jokinen, P., Järvelä, M., Huttunen, S., & Puupponen, A. (2008). Experiments in sustainable rural livelihood in Finland. International Journal of Agricultural Resources, Governance and Ecology, 7(3), 211–228. https://doi.org/10.1504/IJARGE.2008.018326
Molina Barzola, M., Laguna-Sánchez, P., Segovia-Pérez, M., & Sorhegui Ortega, R. (2025). The role of female entrepreneurship in rural development with a local focus in Ecuador. Revista de Ciencias Sociales, 31(11), 96–111.
Kurmanalina, A., Bimbetova, B., Omarova, A., Kaiyrgaliyeva, M., Bekbusinova, G., Saimova, S., & Saparaliyev, D. (2020). A swot analysis of factors influencing the development of agriculture sector and agribusiness entrepreneurship. Academy of Entrepreneurship Journal, 26(1), 1–8.
Tatikova, A., Baitilenova, Y., Narenova, A., Kaldygozova, M., Kazhieva, Z., Dzhaambayeva, B., & Aktymbayeva, A. (2019). Agriculture sector and agribusiness entrepreneurship potential in kazakhstan: A swot-tows analysis. Journal of Advanced Research in Law and Economics, 10(8), 2542–2548. https://doi.org/10.14505/jarle.v10.8(46).32
Tamminana, S. K., & Chennamadhava, M. (2025). Agripreneurship and the Challenges Faced by Agripreneurs. Income Augmentation through Small Agribusinesses, 164–172.
Gagliardi, D., Niglia, F., & Battistella, C. (2014). Evaluation and design of innovation policies in the agro-food sector: An application of multilevel self-regulating agents. Technological Forecasting and Social Change, 85, 40–57. https://doi.org/10.1016/j.techfore.2013.10.015
Bakarić, M., Martinić, I., Šporčić, M., Mijoč, D., & Landekić, M. (2022). ENTREPRENEURIAL INFRASTRUCTURE AND ENTREPRENEURSHIP IN FORESTRY OF CROATIA – POSSIBILITIES AND PERSPECTIVES. Sumarski List, 146(3), 153–160. https://doi.org/10.31298/SL.146.3-4.6
Lorber, L., & Žiberna, I. (2014). Euroepan agricultural policy and structural changes in agricultural holdings in podravje between 2002—2012. Podravina, 13(25), 19–44.
Fatima, S., & Sharma, R. (2026). Entrepreneurial Opportunities for Rural Women in Agritourism Sector: An Exploratory Study of Rural Telangana, India. International Journal of Rural Management. https://doi.org/10.1177/09730052261469788
Popović, V., & Mihailović, B. (2023). Women entrepreneurship in multifunctional agriculture for rural revival in Serbia. Sustainable Growth and Global Social Development in Competitive Economies, 225–247. https://doi.org/10.4018/978-1-6684-8810-2.ch012
Ray, M., & Das, S. (2025). Vermicomposting A Tool for Small Scale Entrepreneurship Development. Rural Transformation through Agri-Enterprise: Empowering Farmers and Youth - Focus on Grassroots Entrepreneurship and Youth Involvement, 81–89.
Sah, A. K., Hong, Y.-M., & Lin, S. H. (2025). From Waste to Brand: Circular Bio-Innovation and Low-Carbon Product Development in Taiwan’s Enzyme Village. Sustainability (Switzerland), 17(24). https://doi.org/10.3390/su172410947
Evinemi, O. T., Oluwarinde, B. O., & Fadiji, A. E. (2025). Vermitechnology as a Sustainable Solution: Transforming Organic Waste into Economic and Environmental Wealth. Vermitechnology: Economic, Environmental and Agricultural Sustainability, 41–60. https://doi.org/10.1007/978-3-031-96212-7_3
Narasimha, C., & Nagesha, N. (2013). Energy efficiency in sustainable development of Small and Medium Enterprises: An empirical study. Int. Conf. Intelligent Syst. Control, ISCO, 487–491. https://doi.org/10.1109/ISCO.2013.6481203
Chiripuci, B., & Todirica, I. (2018). Globalization impact on foods sector: Interaction between local and global. Quality - Access to Success, 19(S1), 144–147.
Moskvins, G., Spakovica, E., Moskvins, A., Shakhtarina, A., & Beldavs, V. (2012). Development of nanotechnology in agriculture for small northern European country. Eng. Rural Dev., 11, 157–163.