Empowerment of the King Saguna Jaya Seashell Home Industry through the Utilization of Seashell Waste as Economically Valuable Products in Serangan Village, Denpasar City

Abstract

Shell waste generated from seafood processing has considerable potential to be transformed into value-added handicraft products. However, many micro, small, and medium enterprises (MSMEs) still face challenges in optimizing their business sustainability due to limited digital marketing management and the lack of interest from younger generations in continuing shell-based handicraft businesses. This community service program aimed to empower King Saguna Jaya MSME in Serangan Village, Denpasar City, through business development and digital marketing workshops to strengthen business sustainability and encourage youth regeneration. The program was implemented through field observation, needs assessment, business development workshops, digital marketing training using Instagram, mentoring, and evaluation involving the business owner and local participants. The program resulted in improved participants’ knowledge and skills in digital marketing management, increased awareness of the importance of business regeneration among younger generations, enhanced utilization of Instagram as a promotional platform, and strengthened community participation in supporting the sustainability of shell-based creative businesses. Furthermore, the program contributed to strengthening the MSME's competitiveness while promoting sustainable local economic development through creative entrepreneurship and digital innovation.