Penguatan Pemasaran Digital Produk Terasi melalui Kolaborasi Karang Taruna dan Kelompok Perempuan Pesisir di Dusun Pilangsari, Kabupaten Kendal

Satsya Yoga Baswara (State University of Semarang)
Ratieh Widhiastuti (State University of Semarang)
Sandy Arief (State University of Semarang)
Moh. Eko Saputro (State University of Semarang)
Fahmi Aska Asharudin (State University of Semarang)
Fransiska Fransiska (State University of Semarang)
Indriyani Indriyani (State University of Semarang)
Pipit Ayu Lestari (State University of Semarang)

AJAD : Jurnal Pengabdian kepada Masyarakat
Vol. 6 No. 3 (2026): DECEMBER 2026

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.