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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Proceedings of The International Conference on Business and Economics
Widia Br. Ginting
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Community Empowerment Through Digital Branding: Enhancing Pulau Ketam's Seafood and Herbal Product Marketing Dian Septiana Sari; Annisa Ilmi Faried; Tuan Zamilah Binti Tuan Husain; Widia Br. Ginting
Proceeding of The International Conference on Business and Economics Vol 3 No 2 (2025): July : Proceeding of The International Conference on Business and Economics
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/icbe-untagsmg.v3i2.3164

Abstract

Pulau Ketam, a small fishing village in Selangor, Malaysia, faces persistent economic challenges despite its abundance of marine resources and longstanding tradition of herbal knowledge. Limited access to modern markets, dependence on middlemen, and a lack of digital literacy have restricted the community’s ability to fully benefit from its local assets. This study aims to explore the implementation of digital branding strategies as a means of empowering local communities and strengthening the marketing of seafood and herbal products. Employing a community-based participatory approach, the research integrates digital marketing training, brand development workshops, and the establishment of an e-commerce platform tailored to local needs. Data collection was carried out through surveys of 150 local entrepreneurs, focus group discussions with community leaders, and performance metrics analysis over a six-month period. The intervention generated a 65% increase in online sales, a 40% improvement in product visibility, and notable progress in community digital literacy. Findings reveal that structured digital branding programs not only enhance entrepreneurial capacity and market competitiveness but also support the preservation of cultural identity and traditional knowledge systems. This study contributes to the growing body of literature on rural digital transformation by providing empirical evidence that community empowerment through technology adoption can lead to sustainable economic development. The results suggest that similar models can be replicated in other marginalized communities to bridge digital gaps, strengthen local economies, and promote inclusive growth.
FROM TRADITIONAL TO DIGITAL: ECONOMIC EMPOWERMENT MODEL FOR SEAFOOD AND HERBAL PRODUCT COMMUNITIES IN PULAU KETAM Dian Septiana Sari; Annisa Ilmi Faried; Tuan Zamilah Binti Tuan Husain; Widia Br. Ginting
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.3940

Abstract

This study investigates the transformation of traditional fishing and herbal product communities in Pulau Ketam through innovative digital empowerment strategies. Located off Port Klang, Selangor, Pulau Ketam represents a unique case study of coastal community development challenges and opportunities in Malaysia's digital economy era. The research employs a participatory action research methodology, involving 150 community members through focus group discussions, in-depth interviews, and digital literacy workshops conducted between March-September 2024. Key findings reveal that 78% of participants experienced significant income improvements averaging 45% through e-commerce platform adoption, while 65% of traditional herbal product sellers successfully transitioned to online marketing channels. The study introduces an integrated digital empowerment framework incorporating infrastructure development, capacity building, market access facilitation, and sustainable community partnerships. Results demonstrate that strategic digital intervention can preserve traditional knowledge while enhancing economic resilience, contributing RM 2.3 million to local GDP within the intervention period. This research provides valuable insights for policymakers and development practitioners working on rural digitalization initiatives across Southeast Asia.
Co-Authors Dian Septiana Sari Faried, Annisa Ilmi Tuan Zamilah Binti Tuan Husain