Development model for empowerment of Demak Coastal fishermen community through product re-branding

Coastal Demak has a wealth of potential coastal resources because the condition of the Demak coastal area through mapping the potential of capture fisheries reaches 840 tons, and production fisheries reach 1,166 tons. In other aspects, there are conditions of changes in the coastline of accretion and abrasion that affect population activities followed by rob. The majority of the population activities in the Demak coastal area are in the fisheries sector, which, based on the analysis of the typology of the community, the population has a livelihood of fishermen and shrimp paste makers. The main ingredient of shrimp paste is easy to obtain, but shrimp paste makers need help in terms of product innovation and marketing. So, the empowerment of Demak coastal fishing communities needs to be done, one of which is through product branding strategies. The objectives of this research include 1) mapping the potential of coastal Demak; 2) identifying constraints in its development, and 3) finding a suitable empowerment model to improve the economic welfare of the community. Data collection methods include field surveys, structured interviews, and literature studies. Then, the data was analyzed using a qualitative descriptive approach with SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) and mapping. The results showed that: 1) This area is experiencing abrasion; in the morning, the tide reaches a depth of 0.46 - 0.53 meters on the road. The mapping of coastal resources has two forms, namely in the form of aquaculture ponds and marine catches in the high seas, which 5,694 fishermen cultivate; 2) Mobilizing shrimp paste makers to expand market reach by using packaging that is easy to store and prioritizes the principles of hygiene; 3) The development of the Community Empowerment Model based on the results of the SWOT analysis in this study is in Quadrant 1, namely expansion using strengths by utilizing high market demand.


Introduction
Economic recovery after the COVID-19 pandemic requires transformation for sustainable and inclusive coastal village economic growth [1].Coastal areas can be optimized because they have abundant natural resources and are inhabited by a large population.Data shows that out of 514 regencies in Indonesia, 300 regencies or cities are on the coast.They are following up on the Blue Economy Development Framework as an elaboration of the mandate of the Indonesian National Long-Term Development Plan 2005-2025 as well as the Indonesian National Medium-Term Development Plan 2020-2024, designing the blue economy to support the achievement of five of the 17 SDGs.The post-Covid-19 pandemic sustainable transition of coastal community livelihoods from extractive efforts to creating added value and productivity requires comprehensive innovation and creativity.The blue economy is a driving force for increasing economic welfare, requiring stakeholders and sectors to cooperate to achieve it in line with conservation and inclusiveness.
The coastal potential of Demak Regency, Central Java, includes four districts, namely Sayung, Bonang, Wedung, and Karangtengah.The main livelihood of coastal communities responds to the existence of the sea and coast, including mangrove forests, most of which need to be rehabilitated.In addition, coastal areas have several vulnerabilities and problems related to losses due to abrasion or accretion [2], [3].However, the wealth of resources tends to decrease, and tidal floods always hit this area, affecting the discomfort of the people exploring and making optimal use of it.Livelihoods have even been disrupted; sea biota, which is seasonally harvested, is difficult to obtain, and the economic losses are incalculable.Community empowerment is challenged to continue to exist.Adaptation efforts have been made by the community, including developing a typical coastal livelihood processing dried acates shrimp, one of the marine biota of the tiny crustacean species, to become the source of shrimp paste.Marketing shrimp paste and its main ingredients is easy, but the community of makers is yet to be economically prosperous because the products are packaged perfunctorily.
Empowerment in the management of coastal resources has been carried out, but generally in the form of [4], [5]: • extractive actions, only enjoyed by a small proportion of the population • a gap between subsistence and commercial groups • coastal areas as wastebaskets of various types of waste from activities on land • conflicts of sectoral egoism that generate short-term cash • an imbalance in utilization rates • environmental damage The dynamics of the physical and social environment demand renewal of community empowerment, providing alternative solutions for implementing the blue economy development paradigm, which leads to achieving prosperity.Economic development and accelerated development are achieved by increasing the value of natural resources (coastal) and human resources [6] with the hope of achieving community economic welfare [7], [3].Willingness to accept innovation and to change circumstances requires an (outsider) who mobilizes the development of welfare [8], [9].Various aspects of welfare are interpreted, and changes in welfare levels are studied based on eight fields, including population, health and nutrition, education, employment, consumption levels and patterns, housing and the environment, poverty, and other social issues, to improve the quality of life used to measure (comprehensive assessment) refers to the blue economy concept.The development of a community empowerment model refers to the Looping Model [10], which applies a paradigm of independence and sustainability that combines (integrated coastal zone management) with policy reform, implementing the basic blue economy concept that gets input from innovation and information in designing a sustainable system (continuous improvement system).Innovation or new design is defined in this research as the process and result of developing the utilization/mobilization of knowledge, skills, and experience to improve new products, processes, and systems that provide significant or significant value.The Looping model is represented according to research findings and is designed to produce an Empirical model of community empowerment built with guided education through innovation in managing acates shrimp catches on sloping coasts that experience processes of accretion and abrasion.Implementation of the blue economy concept in the coastal area of Demak Regency for economic transformation was a new development paradigm for Indonesia's sustainable and inclusive economic growth.The realization of the Blue Economy is estimated to reach USD 1.33 billion.It can absorb 45 million jobs, empowering society according to the principle of a looping model based on three integrated pillars, namely ecosystem, economy, and social.The concept of the blue economy is feasible in Indonesia considering that most of Indonesia's territory (67%) is in the form of oceans, so abundant resources can be developed according to the typology of areas that have developed villages.The typology of the Demak coastal area is based on its genesis, namely that terrestrial processes control the (primary coast).Determining coastal typology is one of the essential things to do to find out the potential and problems [11], [12] using an integrative and innovative approach to save the ecology and create sustainable economic growth [3].Innovation in this research is the process or result of mobilizing knowledge, skills, and experience to improve products, processes, or systems significantly.
The development of sustainable livelihoods has the opportunity to develop in various forms, so it needs to be empowered to become firm, advanced, and independent [13].Activities to develop their potential to build sustainable livelihoods include pond farmers, mangrove farmers, daily fishermen, and fish processors to become community empowerment [14], which can provide ecological, economic, and social benefits for welfare as well as efforts to save ecosystems (mangrove) as a sustainable source of livelihood [15].Education and best practices are needed, including providing science, technology, and innovation.At the village or local scale, as recommended by Crancy (1999) and DFID (1999), it can be achieved with a management scheme based on the Sustainable Livelihood Approach (SLA) as a method of conservation management based on the community's life system and livelihoods [16].
The extractive transition creates added value by utilizing raw materials originating from the coast and then being innovated into processed products to meet needs.Innovation and innovation-decision processes consist of 5 stages [17], [18] processing in its implementation absorbs labor, namely empowering coastal communities and educating practice-based communities while also understanding concern for protecting coastal sustainability.Creation of added value from caught fish in an integrated and comprehensive manner in developing community empowerment models includes sorting, processing innovations based on a variety of food security products [19], zero waste associated with packaging innovations, and broad-reaching marketing educating the public in processing, all parts of the fish body, from the meat, head, bones, fins, and spines, are used to be processed into various processed products (food and non-food)-packaging innovation.The latest packaging trends, which must meet functional, economic, and ecological aspects as well as design and technology in their application, need to consider consumer needs, product characteristics, and applicable regulations.Community education is believed to be the best practice for overcoming a lack of innovations [20].Research related to community empowerment has been carried out but has yet to refer to the blue economy concept development paradigm.Generally, research still needs to integrate human resources with natural resources and environmental sustainability.So, further research is needed on community empowerment, which requires cooperation between sectors and actors (stakeholders) in managing coastal resources for the welfare of coastal communities.So far, fishermen's catches are sold directly, so they have a low selling value.A small portion of the acetes's results (Acetes Indicus) is processed into shrimp paste with target personal market segments, which he is familiar with due to the uneven access to information received by the community.The absence of a group of shrimp paste makers in Bonang sub-district supports this condition.It is necessary to cluster shrimp paste makers into groups.According to the Bank of Indonesia, there are characteristics and business models for MSMEs in Indonesia, namely subsistence groups, potential groups, successful groups, digital groups, and export MSMEs groups.
Through empowerment, the shrimp paste is packaged convincingly in several types; dried acetes shrimp (in Igrgrandonesia : rebon) processing is optimized, especially during the peak season for the acetes harvest, namely February-March and the following months.The learning community produces final or consumer goods with ergonomic packaging and branding shrimp paste products trusted by consumers and ready to be distributed widely.Implementing empowerment with a blue economy perspective synergizes cultural patterns, strengthens local values, and optimizes utilization to reduce the exploitation of coastal resources.This act is expected to impact improving the environmental quality of the Demak coastal.

Methods
Survey and experimental research were conducted in three villages, namely, Morodemak, Margolinduk, and Purworejo villages located in Bonang District, Demak Regency, Central Java.These three villages were chosen because their conditions are to the research objectives; these three villages experience the tidal phenomenon, which is still very intense, and the economic conditions of the community have yet to reach a prosperous level.The population in this study is the coastal community of Demak.Then, the sample used is the Demak coastal community, who work as fishermen and shrimp paste makers in three villages, namely Morodemak, Margolinduk, and Purworejo Villages.The sampling technique used purposive sampling technique.Data collection techniques were carried out using.(1) in-depth observation related to training through practice, (2) interviews with the community, officials of the Coastal Community Empowerment Sub-coordinator of the Marine Fisheries and Fisheries Office about environmental management related to achieving economic welfare, (3) Documentation was carried out using secondary data related to coastal resource management, especially fish processing, journal articles, and other relevant information.The data analysis technique uses a qualitative approach; the data is analyzed descriptively using SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) and mapping.

Mapping of Coastal Resources in the Demak Regency
The fisherman community in Demak coastal did not escape the attention of the local Department of Maritime Affairs and Fisheries in the form of the establishment of a cooperative for fishermen consisting of 7 assisted groups consisting of 2 middle groups and five assisted groups.This activity indicates that fisherman communities need assistance or empowerment, which in this study was developed referring to the Looping Model [5], which applies a self-reliance and sustainability paradigm that combines integrated coastal zone management with policy implementing the basic blue economy concept that gets input from innovation, and information in designing a sustainable system (continued improvement system).Innovation or new design in this research as a process or the result of developing utilization or mobilization of knowledge, skills, and experience to improve new products, processes, or systems that provide significant value is discussed systematically below.
Demak Coastal Resources have two forms, namely in the form of pond fishery cultivation and marine catches on the high seas.Based on the shape of the typology of the area, this area has a large area and coastal resources that residents use for various activities, including the fishing sector.According to the data released by the Maritime Affairs and Fisheries Service of Demak Regency, in 2022, 19,615 residents became fishery households, working as fishermen and fish farmers.The presence of data on capture fisheries and pond aquaculture potential indicates fishery potential.Production is high in several districts, including the Bonang, Sayung, and Karangtengah, which have the most significant number of fishing households in this district.In the capture fisheries sector resulting from sea fishing and public waters.Capture fisheries production in four districts, namely Sayung, Karangtengah, Bonang, and Wedung, with production reaching 840 tonnes.While capture fisheries in public waters are carried out in almost all districts, production reached 1,166 metric tonnes (Department of Maritime Affairs and Fisheries of Demak Regency, 2022).

The Typology of Coastal
Areas with a long coastline in the Java Sea.The coastal conditions of a beach are strongly influenced by abrasion and accretion events.Abrasion conditions indicate coastal conditions eroded by ocean currents, which cause the coastline to continue to shift inland so that the land area decreases.This phenomenon occurs in several locations on the Demak Coast.Based on the interpretation of the coastline in 2015 and 2023, there have been changes in several coastlines that have shifted towards the mainland.This change occurs in areas with straight shoreline conditions and parallel to the coastal currents, resulting in the displacement of coastal materials by currents to other places caused by abrasion.On the map (Figure 1), you can see that the areas colored red indicate abrasion conditions.The condition of accretion is where land is added due to sedimentation activity on the coast in the estuary.The transported material and the presence of currents that carry material from elsewhere to the estuary area experience accretion in the estuary, which tends to be influenced by sedimentation activity.Weather and Climate Conditions affect fishing activities in research locations about the time when residents can go to sea and cannot go to sea.Based on the results of the interviews, it is known that fishermen experience a period of not being able to go to sea from November to February, which is the rainy season period.According to residents, this is a period when residents do not get income from going to sea, so residents need to adapt by providing and making savings during the period when residents could go to sea in the previous months.There is a season when fishermen cannot go to sea (in Javanese: baratan season) called the hard season (in Javanese: paceklik) for about three months, namely November, December, and January.These months are the peak periods when fishermen cannot go to sea due to rainy and windy weather.In a month, they can only go to sea about two or three times.Apart from these months, fishermen can go to sea every day or for months due to the friendly weather.During the fishing period, there are several names commonly used by fishermen to go to sea; this is called titen science, namely the petengan period (from 1-9) and (16/30-31), which they usually use to go to sea because, according to them, this can get many catches.According to astronomical terms, when the padang wulan (full moon), there is a neap tide, and it occurs when the earth, moon, and sun form a right angle.At that time, there will be low high tides and high low tides.This neap tide occurs at the quarter and three-quarter moons.To anticipate the hard season during the baratan season, fishermen's wives usually save money during the fishing season to survive for about three months; they do not have other livelihoods/jobs.Fishermen's wives in Morodemak Village, who are members of the Morodemak women's fishermen group, are willing to join their husbands at sea so they do not have to need other fishermen to help their husbands go to sea.Thus, the catch obtained does not need to be divided.The fisherwomen in Margolinduk Village also have fishermen's insurance, where every month, they have to pay an insurance fee of Rp. 16,000.This insurance can help ease their burden when a disaster hits them.Apart from that, there is the full moon (in Javanese: Padang Wulan) (from the 10th-15th), where they choose not to go to sea because, according to them, when there is a full moon, there are very few fish.Sometimes, they need to bring home something/do not bring a catch.The influence of the weather lasts for about three months in the SWOT analysis (Table 5), as an uncertain climate/climate shift is an external factor with a weighted score of 0,63, making a weighted score of 2,15.

The typology of the Coastal Fishermen Community in Demak.
Refers to the continuous efforts to develop the creativity and abilities of fishermen in processing their marine catch into innovative products with high market value.This community has had an organization since 2005 and has become a center for processing marine products in each village's MSMEs products.Here are some specific details about the community: • Capture fisheries are concentrated in the villages of Morodemak and Purworejo.
• Processing marine products and dried fish in the village of Morodemak.
• Shrimp paste production in these three villages The community has pursued the production of shrimp paste, but branding as a shrimp paste producer still needs to be prominent.Shrimp paste is still branded as Juwana-Pati Regency.Based on primary 1314 (2024) 012006 IOP Publishing doi:10.1088/1755-1315/1314/1/0120067 data exploration of the community, the typology of the Morodemak fishermen's community is obtained in terms of: a) Mastery of production equipment and capture equipment owned and used is still traditional in the form of (only) nets.b) Production-processing business capital is still traditional with firewood (especially for shrimp paste and crackers), with some using gas stoves.Business capital relies on pawnshops (usually to buy boat engines).c) The technology of the equipment is still traditional, using household tools and relying on the sun's heat to dry the first processed dried acates shrimp and crackers.d) The workforce for producing shrimp paste comprises fishermen's wives and is made independently as a home industry.e) The time at sea is tentative, depending on the weather and the group of fishermen.In average weather, fishermen who do not have ponds or boats go to sea from 06:00 to 15:00.Meanwhile, fishermen who have ponds go to sea from 9:00 to 15:00.f) In the operational area, the middle group relies on ponds as the primary producer near settlements, while the foster group still goes to sea and has small ponds.The operational area is along the Demak Sea to Kendal.Based on interviews with the fishermen's community, it is known that they need: a) Development of shrimp paste and cracker processing products that can be distributed or reach a broader market, including branding, b) Training in diversifying processed products other than shrimp paste and crackers, c) Fishermen need Diversification of jobs during the baratan season (not the fishing season).d) The wives and families of fishermen are interested in building a shrimp paste cluster to increase the processed dried acates shrimp or shrimp paste products that can provide income during the not fishing season-considering that until now, there was no ability to process the catch and no place to store the processed products.

Community empowerment model in optimizing management for welfare
Shrimp paste makers in Bonang District are divided into five groups in the village: Morodemak, Purworejo, and Margolinduk.There are differences in the acquisition of acates shrimp between the villages.Most shrimp paste makers in Morodemak Village get their shrimp paste from the high seas, while the producers in Margolinduk Village get their shrimp shrimp from their ponds.This difference is due to different potentials or purchasing power.The ownership of ponds follows a rental system per year, where the rental price depends on the size of the pond and the harvest yield.The larger and better the harvest, the higher the rental price.They ranged from 6 million to 25 million Rupiah per year.The cost of building a pond ranges from 300 to 400 million Indonesian Rupiah, depending on the size and the ideal height of around 2 meters.The main harvest includes tilapia (Oreochromis Niloticus), milkfish (Chanos chanos), and acetes shrimp (Acetes Indicus) (Primary Data, 2023).

Acates harvest season and shrimp paste making process.
The best seasons and months to produce abundant acates shrimp are June, July, and August.During these months, they can obtain acates shrimp from their ponds at 10-15 kg daily.This 15 kg of acates shrimp, when processed into shrimp paste, only produces 3 kg of shrimp paste.Outside these months, they obtain acates shrimp in uncertain amounts and sometimes return home empty-handed.There is a difference with the shrimp paste producer in Morodemak Village, who stated that in June and July, the catch of acates shrimp from the sea is tiny.The acates shrimp capture equipment used is also still effortless, using a scoop for those who have ponds and small nets for those who search for acates shrimp in the open sea.Sometimes, the shrimp paste producer also processes acates shrimp into other processed products when there is no sunlight by frying and seasoning them, which they usually consume as a family dish, and this also ensures food security for the family to reduce or prevent stunting.During the shrimp paste-making, the producer relies on the sun's heat for drying.They have tried drying in an oven, but the texture and taste produced could be  Traditional equipment, such as a mortar and pestle for pounding acates shrimp and a flat winnowing basket (in Indonesia: tampah or nyiru) for sun-drying the shrimp paste ingredients.Sun-drying the shrimp paste is the second step in the production process, following the initial pounding of the acates shrimp.It takes four days to fully dry.There are variations in the color of the shrimp paste: white, light brown, and dark brown.White shrimp paste is newly sun-dried for one day, light brown for 2-3 days, and dark brown, which is sun-dried on the fourth day.This color change occurs due to moisture reduction in the pounded shrimp.There are two types of for shrimp paste: plastic and banana leaves.It is said that packaging with banana leaves is more ergonomic and results in a better taste when stored for a longer time, enhancing the sweetness of the shrimp paste.They also pay close attention to the weather; during the rainy season and frequent overcast conditions, they avoid making shrimp paste since it would rot if not immediately sun-dried.The weather also plays a role in the production of shrimp paste, as rainy seasons and cloudy weather can hinder the drying process and result in spoilage.Additionally, during the rainy season, there is a scarcity of shrimp caught in ponds and open seas, making it difficult for shrimp paste producers to continue production.

Development of a blue economy-based community empowerment model.
Developing a community empowerment model based on the Blue Economy begins with a SWOT analysis to ensure that the strategic planning techniques used are appropriate.In parts 1 and 2, the research team identifies the strengths, weaknesses, opportunities, and threats related to business competition or action plan planning as a new prospect that should be pursued and develops full awareness of all factors involved in making business decisions about empowerment.Innovation development that can reach market segments is also essential.Below are The results of the internal factor analysis strategy (IFAS) and external factor analysis strategy (EFAS):  From the results of the internal and external factor analysis above, a series of strengths scores of 3.17, Weaknesses scores of 2.53, Opportunities scores of 3.44, and Threats scores of 2.15 were obtained.
Based on the SWOT analysis, it falls into Quadrant 1.This result was obtained by calculating strength minus weakness (3.17The production of shrimp paste on the Demak coast is in a highly advantageous situation.The strategy to be taken in this situation is to utilize the strengths to exploit the opportunities.Producers should embrace the high market demand that continues to increase to expand production scale.Affordable labor costs and expertise in shrimp paste-making are significant strengths for producers to dominate the market.

Building community empowerment of shrimp paste makers.
Another strength possessed by producers in this study is the uniqueness of shrimp paste products produced with acate shrimp as raw material, which has the advantage of high nutritional content.According to [22]., every 100 grams of fresh acate shrimp contains 16.2g of protein and 59.4g in dried form, as well as calcium, phosphorus, and iron.In addition to its higher nutritional content, shrimp paste made from acate shrimp produces a distinctive aroma and a more savory taste and also has a higher selling value compared to fish shrimp paste.Government policies that support shrimp paste producers should also be utilized, such as applying for MSME funding and creating trademarks, distribution permits, halal certifications, etc.In this research, having good product quality is essential, but if it is not marketed correctly, it will be in vain.One of the things that producers can do is create a brand.A trademark or brand is crucial to facilitate the marketing process, starting with attractive product packaging with the product name, production date or code, net weight, and composition information, which adds value to the shrimp paste products from Demak. 12 3.3.2.Raw materials for shrimp paste are available.There are three forms of shrimp paste producer conditions in Bonang District: first, the subsistence group, which still receives social insentive from government and is still in the early stages of business.This group represents the condition of shrimp paste producers in Morodemak Village; second, the potential MSMEs group, which is a group that has prospective businesses but is still informal, has limited production capacity, the product quality is still average, and distribution is only at the local and offline market level.Some shrimp paste producers in Morodemak Village and Purworejo Village have promising business opportunities, such as shrimp paste orders as souvenirs from customers who regularly place orders.This occasion can be a great business opportunity if shrimp paste producers can increase production quantity and distribution; third, a successful MSME group is a group that has business permits, increased product scale, and sales distribution beyond the region.Margolinduk Village has shrimp paste producers who have business permits and good marketing distribution, and the products produced are also dynamically increasing.This occasion is supported by the availability of abundant raw materials through producers who independently rent ponds for harvesting acates shrimp and active participation in various MSME exhibitions facilitated by stakeholders.However, this condition can only be met by some producers with business permits, resulting in income disparities among shrimp paste producers in Bonang District.

Conclusions
Efforts to increase the income of coastal communities require intervention from outsiders.Economic development and accelerated development by increasing the value of natural resources (coastal) and human resources are expected to increase the level of welfare in coastal communities.The development of the community empowerment model refers to the Looping Model that applies the paradigm of independence and sustainability that combines integrated coastal zone management with policy reform, implementing the basis of the blue economy concept that gets input from innovation and information in designing a continuous improvement system.Based on the SWOT analysis by identifying strengths, weaknesses, opportunities, and threats conducted on shrimp paste Producers in Demak coastal, they are in quadrant 1, which means they are in the most advantageous situation.The strategy to be taken in this situation is to utilize strengths to exploit opportunities.Producers should welcome the high market demand that continues to increase to expand their production scale, with affordable labor costs and expertise in the shrimp paste-making process being significant strengths for producers to dominate the market.Another strength is the uniqueness of shrimp paste products made from acates, which have high nutritional value

Figure 2 .
Figure 2. Demak Coastal Abrasion and Accretion Map Source: Data Analysis, 2023 addition, ovens use electricity and are relatively expensive, so they prefer to use the sun's heat.

Figure 4 .
Figure 4. Positioning Opportunities for Branding Demak Coastal Shrimp Paste Source: Primary Data Analysis, 2023

Tabel 1 .
Production of Capture Fisheries and Ponds in 4 sub-districts in Demak Regency in 2022 Source: Department of Maritime Affairs and Fisheries of Demak Regency, 2022.