Transformasi Kue Tradisional Lampisang ke Pasar Digital: Smart Branding dan Sejarah Kuliner Digital

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in preserving cultural heritage while supporting regional economic growth. One example is Dhapu Kue Aceh, located in Gampong Lampisang, Aceh Besar, which has consistently produced the traditional bhoi cake since 1998. However, this business faces several challenges, including limited packaging innovation, the absence of digital marketing strategies, and manual financial recording. These conditions hinder competitiveness and restrict market access, particularly among younger generations who are more responsive to digital-based products. This community engagement program was designed to address these challenges through participatory and educational approaches. The proposed solutions include training in eco-friendly packaging design, the integration of QR codes containing digital culinary history, the adoption of spreadsheet-based financial recording, and the development of the “Kampoeng Kue Lampisang” website as a digital homebase. Promotional strategies are also strengthened through social media, online marketplaces, and collaborations with local influencers to expand consumer reach. The expected outcomes include increased revenue and product quality, the establishment of a digital business identity, intellectual property rights (IPR) applications, as well as academic publications and digital promotional media. Furthermore, the program aims to enhance digital literacy among MSMEs and promote cultural preservation through digital culinary storytelling. Thus, this initiative is expected to serve as a model for revitalizing culture-based MSMEs that are sustainable and adaptive to technological development.