EMPOWERMENT OF CRISPY LEMPUK FISH ENTERPRISES AS A SPECIALTY OF RANU GRATI TOURISM

Abstract

Ranuklindungan Village is a tourism village that features a lake as one of its main tourist attractions. The lake, known as Ranu Grati Lake, is home to a unique local fish called lempuk fish. Lempuk fish are found exclusively in Ranu Grati Lake and cannot be cultivated. They are small in size, similar to anchovies, but unlike anchovies, lempuk fish live in freshwater and have a very different taste and texture. Lempuk fish can be processed into various food products, such as pepes (steamed in banana leaves), chili-seasoned dishes, crispy snacks, and many others. Lempuk fish have become a distinctive local specialty and a popular souvenir for visitors to Ranu Grati Lake. The crispy lempuk fish business around Ranuklindungan Village remains highly traditional, as sales rely solely on pamphlets and word-of-mouth promotion. As a result, only certain visitors who frequently come to Ranu Grati Lake are aware of this local specialty. One resident of Ranuklindungan Village depends on the crispy lempuk fish business as a source of household income. However, due to a decline in consumers’ purchasing power, the business has experienced a decrease in buyers and orders, which has directly affected daily income. This empowerment program aims to help increase the sales of the crispy lempuk fish business amid the weakening purchasing power of the community, enabling the business to grow and generate higher profits than before. The program assists business partners in marketing their products through social media so that their products are not only recognized by the local community but also by a wider audience. Products that are known to a broader public have a greater chance of being sold compared to those recognized only within the surrounding area.