Strategy To Increase The Added Value Of Bengkalis Shrimp Paste To Become An Indonesian Export Commodity

Abstract

This study focuses on finding strategies to increase the economic value of Bengkalis shrimp paste, so that this product can develop into a strong Indonesian export commodity in the global market through technological innovation, product quality improvement, and digital marketing. Using a descriptive qualitative method through case studies in the villages of Pambang, Selatbaru, and Teluk Pambang, information was collected through interviews, direct observation, and document analysis from MSME actors, fishermen, and relevant government agencies. The results of the study reveal that terasi production in Bengkalis still largely relies on traditional techniques with limited technological support, resulting in low added value and limited access to wider markets. The application of appropriate technologies, such as solar-powered dryers, vacuum packaging, and digital tracking systems, has successfully increased production efficiency by up to 40%, extended shelf life to six months, and doubled the potential selling price. In addition, the application of modern marketing strategies such as the Business Model Canvas (BMC) and Blue Ocean Strategy (BOS) has expanded market reach through e-commerce platforms and social media. This study concludes that an integrated approach combining production process innovation, quality standardization, and digital marketing is crucial to strengthening the competitive position of Bengkalis shrimp paste in the international market and encouraging