Development strategy of seaweed innovation product and marketing at UTARI cooperative, Bulukumba regency

Bulukumba Regency is one of the centers for seaweed (Euchema cottonii) development commodities in South Sulawesi. Seaweed has benefits for humans, among others, can be used as food, drink and even medicine. Therefore, the main focus of innovation or the aim of this research is creating new ideas which in turn will be implemented into new products and new processes using technology. This research was conducted from May to July 2022 in Bulukumba Regency. The approach method used in This research was descriptive qualitative in nature, involving 15 members of UTARI cooperative that produced seaweed products. Seaweed innovation products produced include seaweed meatballs, brownies, seaweed dodol, seaweed candies and seaweed drinks. Marketing of seaweed products was still local, mostly purchased by neighbors and motorcycles/cars passing by. Inter-regional marketing has not been carried out go out. Average sales/day of 10 cups of seaweed meatballs for IDR 10,000 - 6 pcs of seaweed brownies for a price of IDR 30,000 - 10 bottles of seaweed drink for IDR 8,000 - 5 pcs of seaweed dodol for IDR 10,000, and seaweed candy 5 pcs for IDR 10,000. The strategies that can be carried out by the UTARI Cooperative to develop processed seaweed product innovations in Bulukumba are increasing collaboration between UTARI cooperatives and stakeholders, improving the marketing system through digital marketing (social media), recruiting additional employees or members of the UTARI cooperative, and making processed grass sea products as special souvenir products in Bulukumba.


Introduction
Seaweed commodity has a strategic and important position because it is a commodity with high economic value and food needs which are difficult to perfectly substituted by other commodities; Seaweed is a source of vitamins, micro and macro minerals.Seaweed is also an export commodity that to utilize coastal waters.The most traditional use of seaweed is in both non-consumptive and consumptive forms: as medicine, input in industrial processes, fertilizer and animal feed, and for other purposes such as building materials.Its consumptive human uses include raw products, such as in salads, soups and main dishes, including sushi, and in processed forms such as seasonings in chips and snacks [1].
South Sulawesi is a Kappaphycus and Eucheuma producing district with an average of 33% of national production or an average of 3.52 million tons, but in reality, most (around 80%) is still processed 1230 (2023) 012011 IOP Publishing doi:10.1088/1755-1315/1230/1/012011 2 in dry form which is generally carried out by exporters/industry [2].Bulukumba Regency is one of the areas in South Sulawesi, which is a center for the development of the Euchema cottonii seaweed commodity.Geographically, Bulukumba Regency has beaches with a rainy season in December-January, where this season affects the economy of coastal communities so that the economic activities of coastal communities decrease [3].Seaweed development is a very potential business opportunity carried out by coastal communities in Bulukumba Regency [4].
In developing a product, several factors need to be considered, including the support provided by the government through training on the adoption of advanced manufacturing technology, improving food quality standards, research, and food innovation.In addition to other entrepreneurial skills.Product innovation is very important for businesses to prevent changing needs from consumers or customers, changes in the business environment, and industrial and technological advances.However, business model innovation is not necessarily understood as technological innovation; rather it is the "reinvention of business" itself [5].Innovation has been widely discussed in various scientific and technical literature, including in social sciences and economics.[6] concluded that genealogical history is innovation through three developmental concepts, namely an imitation of innovative discoveries.So, in this consideration, innovation is seen as the final sequence of the process of forming, discovering, and developing values into modern scientific practice.In such conditions, coastal communities are expected to function as disseminators of innovation to other coastal communities.One of the basic capitals is to motivate oneself and the group by establishing an economic institution to build togetherness, which will lead to an increase in seaweed production.
One of the important factors in the development of seaweed is the development of agribusiness, especially socio-economic institutions at the level of farmers and their partners, in addition to the creation of innovative processed seaweed products that will automatically provide added value for seaweed farmers.Thus, this research aims to create new ideas that will later be implemented into new processed seaweed products and new processes using technology.

Location and sampling of research
This research used a descriptive-qualitative analysis method involving 15 members of the UTARI cooperative.The purpose of qualitative descriptive analysis is to describe fully and in depth about the occurrence of the various phenomena studied.This research was conducted in May-July 2022.In developing seaweed processed product innovations carried out by KUD UTARI members, primary data and FGDs were needed.Seaweed processed product innovations practiced include seaweed meatballs, seaweed brownies, seaweed dodol, seaweed candy, and seaweed drinks.

Analysis methods
To analyze the strategy for developing innovations for processed seaweed products, SWOT analysis was used, which clearly described the opportunities and threats faced by UTARI Cooperative in creating processed seaweed products and would be adjusted to the strengths and weaknesses of UTARI cooperative.

Seaweed product innovation
Seaweed product innovation is one of the efforts to increase the added value and competitiveness of seaweed commodities.In addition, this innovation can meet the demands and needs of consumers for a variety and alternatives of processed seaweed, and also in effort to increase the role of institutions.
[7] emphasized the importance of product innovation as one of the key organizational success factors and an important strategy for increasing market share and business performance.Product innovation is an effort made by an organization in developing an entirely new infrastructure or in the form of a significant improvement to an existing product.This can be related to changes in product functional characteristics, technical specifications, components, friendliness in use or other functional characteristics [8].In creating a product, innovation is needed, in order to differentiate the product from its competitors and what makes the product far superior to other similar products.A company is required to be more innovative in producing a product in order to attract consumers to buy the product.Innovation is one of the important things that must always be implemented by a company if you don't want to lose its customers.
With the innovation of processed seaweed products, it can provide more choices for consumers and provide choices that suit their "taste".A company must create an innovation in each of its products, so that consumers do not feel bored with existing products.Product innovation can also be determined by external factors such as suppliers, buyers, and government policies [9].The strong combination of these two factors has been shown to increase and accelerate the innovation process in companies [10,11].Product innovation carried out by a company must be based on market developments, including for SMEs.This process was also applied by the UTARI cooperative in developing processed seaweed products, both in terms of production and marketing.There were three stages carried out by the UTARI cooperative in developing a seaweed processing business, namely the raw material procurement stage, the production process and the product marketing stage.

Procurement of raw material
Innovative activities for processed seaweed products, the first step was to prepare the raw materials, including wet fresh seaweed, flour, granulated sugar, butter, cocoa powder, chocolate bars, eggs, SP, flavorings (vanilla, strawberry, pineapple, mango, pandan, Ambon bananas), baking powder, tapioca, garlic, shallots, salt and pepper, ice cubes, liquid milk, glucose, gelatin, glutinous rice flour, citric acid, cornstarch, benzoate and clean water.
The equipment used in the process of making processed seaweed products was still traditional, including stoves, ovens, teflon, knives, blenders, basins, pans, straws, pans, fine filters, wooden stirrers, dippers and cutting boards.In addition to other supporting tools, namely containers/places to store product results, including plastic bottles measuring 250 ml, meatball cups measuring 150 gr, mica boxes measuring 500 gr and plastic packaging of 100 gr.

Production process
Production is an activity carried out to add value to an object or create finished or semi-finished products so that they are more useful in meeting needs.Production is the process of using resources to produce goods, services or both.Producers can use one or all three factors of production (labor, capital and land) in different combinations to produce one or many products [12].
Production factors included quality and quantity depending on land area (cultivation area), number and quality of seeds, number and length of stretch, number and quality of labor, number and quality of production equipment, water conditions and season.While the production facilities included rope, seeds, labor and boats.The production process for processed seaweed products consisted of several preparations including seaweed meatballs, brownies, drinks, candy, and seaweed dodol is as follows: 3.3.1.Seaweed Meatballs.Seaweed meatballs were one of the innovations of seaweed products which were processed into meatballs, usually using beef or chicken as raw material but in this innovation, seaweed was added as a nutritional enhancer to this food.In the process of making seaweed meatballs, some equipment was needed, including a food processor, stove and pot, knife, cutting board, basin, and slotted spoon.The ingredients used are 800 grams of surimi or ground beef, 160 grams of wet fresh seaweed, 125 grams of tapioca, 20 grams of salt, 2 grams of pepper, 20 grams of garlic, 15 grams of shallot, 10 grams of baking powder and 75 grams of ice.The manufacturing process started with cutting the surimi/ground beef, ice cubes and salt then mashing with a food processor for about 15 minutes, add the seaweed then add the spices while continuing to blend, After the mixture becomes thick, add tapioca little by little while still grinding using a food processor, the dough was printed into balls and accommodated in warm water, boil the 2nd water and boil the meatballs until they floated, and the meatballs were ready to be served.

Seaweed Brownies.
Brownies are a kind of sponge cake that is usually made from the same ingredients as sponge cake but with a softer texture.The innovation of this brownie product using the addition of seaweed which added nutrition.The process of making seaweed brownies used a stove, plastic gloves, spatula, flour sifter and baking sheet.The ingredients used include 340 grams of flour, 500 grams of sugar, 500 grams of butter, 100 grams of cocoa powder, 280 grams of chocolate bar, 16 eggs, 20 grams of sp, 5 grams of vanilla powder, 5 grams of baking powder, and 60 grams of seaweed.Seaweed brownies were made by; 1) Soak 60 grams of seaweed for 20 minutes; 2) Weigh the ingredients: 340 grams of flour, 500 grams of sugar, 500 grams of butter, 100 grams of cocoa powder, 280 grams of chocolate bars, 20 grams of sp, 5 grams of baking powder and 5 grams of vanilla flavor; 3) Break 16 eggs into the mixer container, then add the sp that has been weighed earlier then mix for 30 minutes, with speed 1 for the first 15 minutes then 2 for 10 minutes and speed 3 for 5 minutes and also mix white sugar at speed 3 in the last 5 minutes; 4) Melt the butter then pour it into a container containing the chopped chocolate bars to make it easier to melt the chocolate so that it mixes well with the butter.
The next stage is 5) Mix flour with cocoa powder and stir until evenly distributed then add vanilla flavor and baking powder and stir until evenly distributed.We recommend that everything is filtered so that there are no lumps; 6) Pour the flour that has been mixed with the cocoa powder into the eggs that have been finished in the mixer slowly then stir until evenly distributed; 7) After that, pour the chocolate bar and butter mixture that has dissolved into the mixture and stir until evenly distributed; 8) The soaked seaweed is then blended and poured into the mixture and then stirred until evenly distributed; 9) After everything is mixed evenly, prepare 5 baking sheets that have been greased so they don't stick and pour the mixture evenly.10) Bake for 45 minutes.After that, remove it from the tin and wait until it cools down and then add toppings such as cheese and chocolate, and seaweed brownies are ready to be marketed or served.

Seaweed Dodol
. Dodol is a processed food made from glutinous rice flour and brown sugar.In this dodol product innovation, seaweed was added as an additional ingredient so that the resulting taste was different from the taste of dodol in general.Making seaweed dodol required several tools, namely Teflon, spatula, stove, knife, blender, basin and baking sheet.The ingredients used include 1.5 kg of wet fresh seaweed, 1 kg of white sugar, 1.5 liters of clean water, 1 sachet of liquid milk, 250 grams of glutinous rice flour, 200 grams of glucose, and 100 grams of butter.
The method of preparation is 1) Wet fresh seaweed is cut, washed and drained; 2) After it is drained, it is then blended with water so that it dissolves easily and turns into wet sea grass porridge; 3) Melt the butter and leave it in the Teflon; 4) Then put the seaweed bubu into Teflon over medium heat; 5) Keep stirring until it thickens but doesn't get lumpy; 6) After the solution thickens, add granulated sugar and stir continuously until it dissolves; 7) The fire began to be reduced; 8) Then, put the glucose and liquid milk into it and keep stirring again until it is well mixed; 9) If the dough starts to thicken and is no longer sticky, turn off the heat.Put it in the mold quickly because the dough will freeze very quickly.

Seaweed Drink.
Seaweed drink is a product innovation from seaweed which is usually only used for mixed or processed foods such as jelly or other preparations.With this seaweed drink/syrup, seaweed could be enjoyed in another form and is more practical.Seaweed drinks were made using several tools including a medium size stainless pan, stove, stainless stirrer, fine filter, and dipper.The ingredients used are 2 kg of wet fresh seaweed, 2 kg of white granulated sugar, 8 liters of clean water, sufficient flavoring and food coloring.The method of preparation starts with 1) Cook 8 liters of clean water until it boils, then add sugar into it; 2) Stir until completely dissolved and return to a boil and then remove from heat, leave to cool completely; 3) Cut the seaweed 2 cm long, wash and then drain; 4) Put the pieces of seaweed that have been drained and put into a plastic cup then add the sugar water that has been filtered and has been sprinkled with coloring and flavoring; 5) Then cover with lid leave for 1 night, the drink is ready to be served.

Seaweed Candy.
Seaweed candy is a product innovation from candy which is usually found in fruit flavors.With the addition of seaweed, there was an increase in nutritional value and a more unique taste than candy which is usually found.Seaweed candy was made through several stages.The equipment used includes a blender, stove, teflon, wooden socket, filter, stainless steel pan, stainless knife, cutting board.The ingredients used are seaweed porridge as much as 1 kg, seaweed flour 120 gr, glucose 800 gr, sugar 1.6 kg, gelatin 12gr, citric acid 4 gr, flavor 20 gr, water 3000 ml, benzoate 4 gr and cornstarch to taste.The manufacturing process starts at stage 1) Blend the seaweed until blended, put it in Teflon and cook over medium heat; 2) Dissolve sugar and glucose in different containers; 3) Dissolve gelatin with warm water in a container until completely dissolved; 4) Enter the sugar and glucose solution into the teflon which contains the seaweed pulp; 5) Keep stirring until it is completely smooth and thickens, add the melted gelatin, then add the citric acid while continuing to stir and stop; 6) Turn off the stove, then add the flavoring and pour it into the pan; 7) After the dough has cooled completely, cut the jelly according to taste; 8) Dry the jelly candy until the moisture content remains 30 percent; and 9) Sprinkle with cornstarch.Pack in a jar and store in a dry place away from direct sunlight.

SWOT analysis
The strategy for developing innovation through products uses a SWOT analysis.SWOT analysis is the most basic method for conducting a strategy to find out capital from 4 different sides.In creating a product, innovation is needed in order to differentiate the product from its competitors, so that the product is far superior to other similar products.For this reason, a SWOT analysis is needed to see the strategy for developing innovation in a product by analyzing strengths, weaknesses, opportunities and threats.customer relationships in ways that benefit the organization and its stakeholders.The role of marketing is not only to deliver products or services to consumers, but also how these products or services can provide satisfaction to consumers or customers by generating profits [14].Marketing of seaweed products was still local, mostly purchased by neighbors and motorcycles/cars passing by.Marketing between regions has not been carried out outside.Average sales/day of 10 cups of seaweed meatballs at a price of IDR 10,000 -6 pcs of seaweed brownies for IDR 30,000 -10 bottles seaweed drink for IDR.8,000 -5 pcs of seaweed dodol for IDR 10,000.and 5 pcs of seaweed candies at a price of IDR 10,000.

Conclusion
Seaweed has a variety of processed products that generate profitable added value, including products from seaweed meatballs, seaweed brownies, seaweed dodol, and seaweed candy.Marketing that was carried out by the UTARI cooperative was still local in nature because it still markets its products around the production area.Alternative strategies that can be carried out by the UTARI Cooperative to develop processed seaweed product innovations in Bulukumba are 1) Increasing collaboration between UTARI cooperatives and stakeholders, in terms of access to capital, innovative technology and marketing; 2) Improving the marketing system through digital marketing (social media) approach so that the product is more widely known; 3) Recruiting additional employees or members of the UTARI cooperative; and 4) Making processed grass sea products as special souvenir products in Bulukumba.

Table 1 .
SWOT Analysis in the Innovation Development Strategy and Marketing of Seaweed Products at the UTARI Cooperative in Bulukumba Regency.