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All Journal AJAD : Jurnal Pengabdian kepada Masyarakat
Pipit Ayu Lestari
State University of Semarang
Humanities

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Penguatan Pemasaran Digital Produk Terasi melalui Kolaborasi Karang Taruna dan Kelompok Perempuan Pesisir di Dusun Pilangsari, Kabupaten Kendal Satsya Yoga Baswara; Ratieh Widhiastuti; Sandy Arief; Moh. Eko Saputro; Fahmi Aska Asharudin; Fransiska Fransiska; Indriyani Indriyani; Pipit Ayu Lestari
AJAD : Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 3 (2026): DECEMBER 2026
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ajad.v6i3.924

Abstract

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.  
Co-Authors Fahmi Aska Asharudin Fransiska Fransiska Indriyani Indriyani Moh. Eko Saputro Ratieh Widhiastuti Sandy Arief Satsya Yoga Baswara