Marketing of Cilembu Sweet Potato S

Marketing of Cilembu Sweet Potato Seeds in the Cybernetics Era through the Content of Dongeng Hui Cilembu
A Study of Ethnostorytelling at Cilembu Village, Sumedang, West Java

Susanti Agustina1*,Wina Erwina2

1 Library and Information Science Study Program, Department of Curriculum and Educational Technology, Faculty of Science
Education, Indonesia University of Education, Indonesia.
2 Departement of Information Science and Library, Faculty of Communication, Padjadjaran University, Indonesia
*Corresponding author: [e-mail]





ABSTRACT

This study is aimed to describe the role of folktale as indigenous knowledge that are communicated from generation to generation from the older to the younger in building Cilembu sweet potato cultivation system based on local wisdom. The spoken culture of Dongeng Hui Cilembu (Tale of Cilembu Sweet Potato) made the locals believe that the cultivation of Cilembu sweet potato can only be done in Cilembu village, thus if grown in other regions, it will not be sweet. This belief cause problems when sweet potato export demand increases while the fields are limited, harvest acceleration is hampered and the price of crop is low because the management is still conventional. On the one hand, Dongeng Hui Cilembu can maintain local wisdom. However, on the other hand, decreased productivity causes financial problems for the farmers. The subject of the study is the young people of Cilembu village and the object of the study is Dongeng Hui Cilembu. This study used a qualitative method with case study approach. Data were collected through interview, observation and document study. Dongeng Hui Cilembu which is believed to be a myth, in fact can be an effective marketing content in the cybernetics era. The marketing of Cilembu sweet potato seeds that is packed using ethnostorytelling is an interesting part from the study's findings. Dongeng Hui Cilembu as a folktale can boost the sales of Cilembu sweet potato seeds and increase farmers’revenue (micro-financial) that affects not only the preservation of local wisdom but also sustainable economic development.

Keywords: Cilembu sweet potato, cybernetics, economic literacy, ethnostorytelling, folktale
INTRODUCTION

In the preliminary stages of the project, formulation of the problem came from a brief conversation in a traditional shop Pajungjugan in natural tourism attraction in Cilembu Village, Pamulihan District. The researchers had a conversation with a young mother with one child who was then serving us snacks as we were resting. The researchers asked about the central location of the cultivation of Cilembu sweet potato. In addition, the researchers also asked why the Cilembu sweet potato has a taste as sweet as honey. The young mother told us that according to her parents the Cilembu sweet potato tastes sweet like honey because it is washed with water from Cilembu springs. When the potato is grown elsewhere, it would not taste as good as the one grown in Cilembu village. “My father said, water from Cilembu village makes the harvested sweet potato release a sweet flavor like honey when baked. If it is not washed with water

Hasil (Bahasa Indonesia) 1:

Pemasaran Benih kentang manis Cilembu di Era Cybernetics melalui isi dari Dongeng Hui Cilembu Sebuah studi Ethnostorytelling Cilembu Village, Sumedang, Jawa Barat Susanti Agustina1 *, Wina Erwina21 Perpustakaan dan Program studi ilmu informasi, kurikulum jurusan dan teknologi pendidikan, Fakultas Ilmu Pendidikan, Universitas Pendidikan Indonesia, Indonesia.2 Departemen Ilmu informasi dan Perpustakaan, Fakultas komunikasi, Universitas Padjadjaran, Indonesia* Sesuai penulis: [e-mail] ABSTRAKThis study is aimed to describe the role of folktale as indigenous knowledge that are communicated from generation to generation from the older to the younger in building Cilembu sweet potato cultivation system based on local wisdom. The spoken culture of Dongeng Hui Cilembu (Tale of Cilembu Sweet Potato) made the locals believe that the cultivation of Cilembu sweet potato can only be done in Cilembu village, thus if grown in other regions, it will not be sweet. This belief cause problems when sweet potato export demand increases while the fields are limited, harvest acceleration is hampered and the price of crop is low because the management is still conventional. On the one hand, Dongeng Hui Cilembu can maintain local wisdom. However, on the other hand, decreased productivity causes financial problems for the farmers. The subject of the study is the young people of Cilembu village and the object of the study is Dongeng Hui Cilembu. This study used a qualitative method with case study approach. Data were collected through interview, observation and document study. Dongeng Hui Cilembu which is believed to be a myth, in fact can be an effective marketing content in the cybernetics era. The marketing of Cilembu sweet potato seeds that is packed using ethnostorytelling is an interesting part from the study's findings. Dongeng Hui Cilembu as a folktale can boost the sales of Cilembu sweet potato seeds and increase farmers’revenue (micro-financial) that affects not only the preservation of local wisdom but also sustainable economic development.Kata kunci: Ubi Cilembu, cybernetics, melek ekonomi, ethnostorytelling, dongengPENGENALANDi tahap awal proyek, perumusan masalah berasal dari percakapan singkat di sebuah toko tradisional Pajungjugan di daya tarik wisata alam di desa Cilembu, Kecamatan Pamulihan. Para peneliti memiliki percakapan dengan seorang ibu muda dengan satu anak yang sedang menjabat kami makanan ringan seperti kita beristirahat. Para peneliti bertanya tentang lokasi pusat Budidaya Ubi Cilembu. Selain itu, para peneliti juga bertanya mengapa ubi Cilembu memiliki rasa manis seperti madu. Ibu muda mengatakan bahwa menurut orangtuanya Cilembu ubi jalar rasanya manis seperti madu karena ia dibasuh dengan air dari mata air Cilembu. Ketika kentang tumbuh di tempat lain, tidak akan terasa sebagai baik sebagai salah satu tumbuh di desa Cilembu. "Ayahku mengatakan, air dari desa Cilembu membuat Panen ubi jalar melepaskan rasa manis seperti madu ketika dipanggang. Jika itu tidak dicuci dengan air