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PENGUATAN LITERASI DAN PRAKTIK DIGITAL MARKETING BAGI PELAKU UMKM KOPI DAN AYAM PELUNG DI DESA CIPETIR KECAMATAN CIBEBER KABUPATEN CIANJUR Septriani, Hilda; Subekti, Mega; Gumilar, Trisna; Hasanah, Ferli; Sugiarto, Sigit; Noor Rizal, Mohamad
Midang Vol 4 No 3 (2026): Midang, Oktober 2026
Publisher : Unpad Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/midang.v4i3.64129

Abstract

Pelung chicken and coffee are commodities with economic and cultural value in Cianjur Regency. However, business actors in Cipetir Village, Cibeber District, still market their products through direct sales and word-of-mouth promotion, lack brand identity and business documentation, and have not used online media for promotion. This article describes the program's initiation stage to strengthen literacy and digital marketing practices for micro, small, and medium enterprises in coffee and pelung chicken, in collaboration with the Makmur Farmers Group as a partner. This activity uses a participatory, asset-based approach through coordination, field visits, observations, interviews, photo and video documentation, and processing interview results into product narratives. The results of the initial stage include an agreement on using data and documentation archives as materials for website products, an inventory of group profiles and marketing challenges, narrative materials prepared for translation, and videos and news of activities published in the mass media. The discussion shows that this stage has prepared materials for the practical aspect, namely content materials and the basis for website creation. In contrast, the literacy aspect is limited to mapping needs. The specific contribution also lies in processing local knowledge into marketing content rooted in cultural identity. However, the content is still in the team's preparation stage, and its impact on partners' capacity cannot yet be measured. The research found that the initiation stage has built the foundation for partnerships and digital content materials. In contrast, the next stage needs to transfer digital marketing practices to partners and village youth through digital narrative training, product photography workshops, and community website management, accompanied by initial and final measurements. Keywords: community empowerment; digital literacy; digital marketing; pelung chicken; smallholder coffee
Co-Authors a. totok priyadi Aang Siswanto Aas Hasda Malida Agung Kurnia Gravidoni Ahadi Sulisusiawan Ahmad Rasyid Muttaqin Aitiawisima, Rahel Alam, Asmirani Alimah Ambar Dwi Erawati Andi Mattoliang, Lisnasari Andy S. K. Dahoklory Andy Sunder Keer Dahoklory Angganita Perasoa Anis Ayu Wijayanti Anmama, Ronald P. Ansiska, Paisal Antonius Totok Priyadi Arche F. Bonara Arif Sanjaya Arisman Adnan Arnold Ismael Kewilaa Asmirani Alam Ayu Rizki Wardani Bagus Jamroji Begin Widodo Budi Setyo Utomo Bungatang Bungatang Cristianti Costafina Kilikily Dadiara, Yuliyanti Dahoklory, Andy S. K. Dahoklory, Andy Sunder Keer Daniel Keipau David Pranata Dian Rubiana Suherman Dolwoy, Michael R Edita Izni Fauziah Edy Riawan Edy Sony Eli Herawati Endah Dwi Jayanti Engrith G Leunupun Fandy Mauday Febry Dio Saputra Handoko Hapsari, Wiwid putri Aprilia Harison ' Hasanah, Ferli Hilda Septriani Hosizah Hosizah Husni Abdul Muchlis Ika Insafuri IMAM GHOZALI Imam Solihin Imran M. Ince Wattimury Inggrid Welerubun Inuhan, Michael Ismo Lellola Jean Kelmaskosu Jecklin M. Lainsamputty Johansz, Dovila John N. Lekitoo John Nandito Lekitoo Julia Murni June, Kufla Juwaher Makatitta Kamaruddin, Sitti Fatimah Kanety, Dolfinus H Karolina Rupilele Kastera, Maljhon Keriapy, Melty F. Kilikily, Cristianti C. Kilikily, Cristianty C Knyarilay, Julisye F. Koupon, Edeleta Koupun, Edeleta Kurniati, Ratnah Kwuwulay, Ani Lainsamputty, Jecklin M. Lakuteru, Sem Donaldto Leinussa, Maria Lekidama, Mathias Lekitoo, John Lekitoo, John Nandito Lelloltery, Yakomina Lestari Lestari , Lestari Lestari Lestari Lestari Lestari Lico, Gideon J. Linda Mulyana Linda Veronika Makatita Juwaher Makay, Daniel Malini Anggraeni Malwewan, Amelia Marthinus, Mersiana Martono Martono Mauday, Fandy Mauly Dinda Saputri Mawar Indah Sari Mega Subekti Mehmorliay, Bastian Melati I. S. Umarella Micael Ririhena Monjel, Astin Muhammad Alfi Syahrin Muhammad As’ad Humam Muhammad Daniel Hendri Gamal Muhammad Gefaldo Dorisman Nadia Sartika Nahakleky, Reni Nahriati Ersa Nanulaita, Martina Nike Syelfina Nikolas Ngilamele Noor Rizal, Mohamad Nugroho, Septiawan Catur Adi Nur, Ismail M. Nurwahidah Nurwahidah Paliaky, Yenliv D. Patriantoro . Pooroe, Deby Febiana Porloy, Christi Prana Citra Putri Rizqiyah Radika Dirgantara Rahel Louk Rarutioka, Krismendo Ratu, Rinoly H. Relmasira, Marthina Rendi Pratama Saputra Ridolvina Unawekla Rien Mutia Rahmadilla Rifqi Khairul Anam Rini Kurniati Riza Lupi Ardiati Rode Koupun Romrainy, Salomina Rupilele, Karolina Rustam Efendi Sairiltiata, Sefanya Sairlona, Stelamaris Sairlouth, Cantika A. Sairtory, Difia Sairtory, Elsi Nonsi Salmon, Nice Saununu, Joy M. Sefanya Sairiltiata Septory, Jekriel Sisilia M. Taihuttu Sitti Fatimah Kamaruddin Solemede, Maikel G. Souhoka, Renny Sugian Nurwijaya Suherman, Dian Rubiana Sulimaly, Deviana Taihuttu, Sisilia Marcelina Tetrapoik, Nelcy Teurupun, Silas Tiwery, Dian S Tiwery, Yulina Tri Sundari Trisna Gumilar Tubagus Santri Umarella, Melati I. S. Umarella, Melati I.S. v, Ervina J. Vera Feriska Vina Tetiwar Wakole, Dores Waremra, Ransito W. Warsoy, Leonara Windya Sairdola Yati Maryati Yeheskel Wessy Yenni Afriyani Yolanda Oktaviani Zaikar Faizal