Optimalisasi Produksi dan Pemasaran Madu Kelulut Melalui Manajemen Usaha dan Social Media Branding pada Kelompok Tani Dewata Borneo Samarinda Optimization of Stingless Bee Honey Production and Marketing Through Business Management and Social Media Branding at Dewata Borneo Farmer Group Samarinda

Abstract

Stingless bee honey (Trigona spp.) is a high-value commodity with superior nutritional and health benefits that is increasingly favored by the general public. This high market demand creates significant economic opportunities, particularly for farmer groups in the East Kalimantan region, which is highly biodiverse. However, this great potential has not been fully realized due to constraints in internal business management, financial record-keeping, and digital marketing strategies faced by local farmers. Therefore, this community service activity aims to improve the capacity of Dewata Borneo Farmer Group in Samarinda City in optimizing the production and marketing of stingless bee honey products. The main problems faced by the farmer group include weak business governance, minimal financial recordkeeping, and suboptimal use of social media for digital marketing. The activity was conducted on June 24, 2026, at Pura Prajapati, Samarinda City, with funding support from the BIMA Kemendikti Saintek grant scheme. Methods used included training and mentoring in three main aspects: (1) farmer group business management and simple financial recording, (2) implementation of social media branding to expand digital market reach, and (3) technical training on stingless bee cultivation, independent colony separation techniques, and honey harvest optimization. The results showed an increase in group members' understanding of business management, ability to create attractive brand identities on digital platforms, and improved independent stingless bee cultivation skills. This activity is expected to encourage the sustainability of local stingless bee honey businesses while increasing product value in broader markets.