COMMUNITY EMPOWERMENT THROUGH FISH PROCESSING INTO SHREDDED FISH (ABON) AS A MSME PRODUCT IN KROMASAN VILLAGE, TULUNGAGUNG

Abstract

This community service research was conducted in Kromasan Village, Tulungagung, with the main goal of empowering local communities through fish processing into shredded fish (abon) as a potential product for Micro, Small, and Medium Enterprises (MSMEs). Most fish farmers in Kromasan previously sold their harvests in raw form, resulting in limited economic value. This study highlights opportunities to increase added value by introducing fish processing and digital marketing strategies. The research employs a qualitative descriptive approach with a Participatory Action Research (PAR) method, involving direct participation from the local community. Data were collected through observation, interviews, and documentation with fish farmers and MSME actors. Training was conducted on fish processing techniques, branding, packaging, and digital marketing platforms such as WhatsApp Business, Instagram, TikTok, Shopee, and Tokopedia. The results show that processing fish into shredded fish significantly increases product value and durability, while digital marketing expands market access and competitiveness. The program not only improved technical skills but also encouraged entrepreneurial initiatives, with several participants planning to establish joint business groups. Overall, this study demonstrates that community empowerment through product diversification and digital marketing is effective in increasing income, expanding consumer reach, and supporting sustainable village-based businesses.