Community Empowerment and Social Media Models as Marketing Communication Innovations for Local Culinary Products in Serang, Indonesia

Abstract

Indonesia is predicted to experience demographic bonuses during the period 2025-2030. Consequently, the Indonesian government is required to provide employment opportunities, food sufficiency, and other basic needs. At the same time, Indonesia has been facing the challenges and problems resulted from the implementation of ASEAN Economic Community (AEC). Food security is a strategic issue because it is closely related to social, economic, and political stability. Food security is realized through increasing domestic production capabilities and improving the management of food reserves and distribution. The fundamental relevant question is how to build community empowerment model through community learning marketing communication groups to market local culinary products in Serang, Banten Province, Indonesia. Food security is not only limited to local food production but also covers sustainability. In line with the development of information technology, local food production can be marketed with a wider reach and cross territorial boundaries through online marketing communication media. In order to achieve these ideal goals, local communities need to be empowered through the creation of learning groups to execute some empowerment activities. This article reports the findings of research which reveal (1) learning model for local culinary marketing communication. and (2) Online consumer behaviour of social media innovation as tools of marketing communication.