Introduction and Promotion Of The Legendary Culinary Tourism "Lodeh Mbok Semah" In Jombang Regency

Abstract

The Community Empowerment Program (MK-PM) was implemented to help promote the legendary culinary dish "Lodeh Mbok Semah" in Jombang Regency, increasing its public awareness. This stall boasts historical value and authentic flavors, but has not yet received optimal exposure due to the owner's limited knowledge of modern marketing strategies. Over the course of a month, the student team conducted field observations, created social media accounts, developed content concepts, produced promotional photos and videos, installed banners, and provided social media management training for the stall owner. The evaluation of the program showed an increase in the stall's visibility, as evidenced by the achievement of 61 followers on TikTok and 54 followers on Instagram as of November 29, 2025. Although this did not meet the initial target, one video content successfully reached 15,900 views and directly impacted the number of new customers who learned about the stall through social media. In addition to benefiting partners, this activity also enhanced the students' ability to apply community empowerment theory in real-world settings. Overall, the results demonstrate that digital promotion is an effective strategy for expanding the marketing reach of traditional culinary MSMEs and strengthening local cultural identity.