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All Journal Gorontalo Development Review Bakti Cendana: Jurnal Pengabdian Masyarakat
Gunarto, Alexandra Nesta Levina
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Nursing Social Sciences

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Merchant Education and Digital Marketing Guidance for SM Snacks and Ribs Corner in Salatiga City Gunarto, Alexandra Nesta Levina; Ardana, Alfario David; Fevriera, Sotya; Pertiwi, Angelita Titis; Putri, Christina Ari Pramono
Bakti Cendana Vol 9 No 1 (2026): Bakti Cendana: Jurnal Pengabdian Masyarakat
Publisher : LPPM Universitas Timor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32938/bc.v9i1.10136

Abstract

This community service activity aims to provide digital marketing training to traders mentored by the Trade Office of Salatiga, offer digital marketing assistance, and create a minimum of 3 digital marketing contents for 2 traders fostered by the Trade Office of Salatiga. This activity was carried out in 3 stages (training, socialization, and mentoring). Digital marketing training activities have been done for all traders fostered by the Salatiga Trade Office. The socialization of mentoring activities was carried out through WhatsApp chat, and then followed up by visiting traders who responded positively. The results of the mentoring successfully encouraged the SM Snacks owner to try digital marketing using Business WhatsApp, and the manager of the Ribs Corner food outlet wanted to try the boost feature on her Business Instagram. Community service activities also help complement SM's Business WhatsApp snack with product catalog features, Anyflip-based digital catalog, and promotional posters, as well as creating 2 video contents to be uploaded to the Ribs Corner business Instagram. Because the team in the mentoring process has developed two social medias, each with minimum of 2 contents for two traders, then it can be concluded that the team has achieved the objectives of the activity.
The Effectiveness of the PNM Mekaar Program in Empowering Economically Disadvantaged Women: A Qualitative Study in Salatiga City Gunarto, Alexandra Nesta Levina; Pramesti, Indah; Saraswati, Birgitta Dian
Gorontalo Development Review Volume 9 Nomor 1 April 2026
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/golder.v9i1.4680

Abstract

The Membina Ekonomi Keluarga Sejahtera (Mekaar) Program, administered by PT Permodalan Nasional Madani (PNM), is a microfinance initiative designed to enhance the economic independence of underprivileged women through access to small-scale financing. This study aims to examine the effectiveness of the PNM Mekaar Program in strengthening the economic capacity of underprivileged women in Salatiga City. A descriptive qualitative approach was employed to explore beneficiaries’ experiences in accessing and utilizing microfinance services. Data were collected through observation, in-depth interviews, and documentation involving eight informants, comprising six Mekaar beneficiaries and two supporting informants, namely an Account Officer (AO) and a member of another Mekaar group. The data were analyzed using an interactive model consisting of data reduction, data display, and conclusion drawing. The findings indicate that the Mekaar Program has improved access to financing for underprivileged women through simple administrative requirements and a joint liability system that fosters financial discipline. However, its effectiveness in promoting women’s economic independence remains limited. Most beneficiaries tend to use the financing primarily for household consumption rather than for productive business purposes. Furthermore, limited financial literacy and the absence of structured business mentoring constrain the program’s potential to generate sustainable economic empowerment. These findings suggest that access to microfinance alone is insufficient to strengthen women’s economic empowerment without adequate financial literacy education and systematic business assistance. Therefore, improving beneficiary selection, strengthening financial literacy programs, and providing structured business mentoring are essential to enhance the effectiveness of the Mekaar Program in supporting sustainable economic empowerment among underprivileged women.
Co-Authors Ardana, Alfario David Birgitta Dian Saraswati Christina Ari Pramono Putri Pertiwi, Angelita Titis Pramesti, Indah Sotya Fevriera