Penguatan Pemasaran Digital Produk Terasi melalui Kolaborasi Karang Taruna dan Kelompok Perempuan Pesisir di Dusun Pilangsari, Kabupaten Kendal
DOI:
https://doi.org/10.59431/ajad.v6i3.924Keywords:
Coastal Empowerment, Collaborative Business Management, Digital Marketing, Youth OrganizationAbstract
The Coastal Women's Group in Pilangsari Hamlet, Kendal Regency, processes shrimp catch into shrimp paste (terasi), but market reach remains constrained by minimal digital marketing and the lack of structured collaboration with Karang Taruna (youth organization) as a marketing partner. This community service activity aimed to enhance Karang Taruna's digital marketing skills and establish collaborative business management between both groups. Using an Asset-Based Community Development approach with participatory principles, the program comprised four stages: needs analysis, two training sessions, implementation mentoring, and evaluation, with data collected via observation, interviews, and documentation. Results revealed qualitative improvements in participants' capabilities, marked by an active social media account and online store managed by Karang Taruna, along with a village decree formalizing the partnership, although a written profit-sharing agreement is still being finalized. These findings highlight that technical-administrative adaptations advance faster than socio-economic agreements, offering an adaptable cross-group collaborative model for coastal community empowerment.
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Copyright (c) 2026 Satsya Yoga Baswara, Ratieh Widhiastuti, Sandy Arief, Moh. Eko Saputro, Fahmi Aska Asharudin, Fransiska Fransiska, Indriyani Indriyani, Pipit Ayu Lestari
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