Modernization of Banana-Based Product Development and Marketing Management Training Through Technological Innovation: A Case Study in Haya Haya Village Gorontalo

Abstract

This study aims to modernize the production processes and diversify banana-based products in Haya Haya Village, West Limboto District, Gorontalo, through technological innovation, while simultaneously enhancing local residents' marketing management skills. The research focuses on developing various banana-derived products, including banana chips, organic fertilizers from banana waste, banana cakes, and banana brownies. A case study approach was adopted, involving technical training in production technology and workshops on digital marketing management for local entrepreneurs to increase product competitiveness.

The methods employed included an initial needs analysis survey, hands-on training in production technologies, and workshops on digital marketing strategies. The results indicate that the application of production technologies significantly improved both the quality and quantity of the products. Additionally, digital marketing training enhanced the participants' managerial skills and promotional strategies. The study concludes that the simultaneous implementation of production modernization and marketing management training can enhance the economic value and sustainability of banana-based businesses in Haya Haya Village.

Further research is recommended to expand market reach and provide ongoing support for product innovation and marketing strategies to improve the livelihoods of the local community.