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

Abstract 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.