Technology-Based Marketing Optimization: Digital Marketing Mentoring for Women Entrepreneurs in the Fried Onion Industry

Andri (Tadulako University)
Resnawati Resnawati (Tadulako University)
Elandry Firgiawan (Tadulako University)
Raihan Anugrah (Tadulako University)
Maulidyani Abu (Tadulako University)
Abdul mahatir Najar (Tadulako University)
Juni Wijayanti Puspita (Tadulako University)

LOSARI: Jurnal Pengabdian Kepada Masyarakat
Vol. 8 No. 3 (2026): (Articles in Progress)

Rural micro enterprises often struggle to expand market reach due to reliance on conventional sales channels. This community service addressed the limited digital marketing literacy among fried shallot producers in Wombo Kalonggo Village, Donggala. A one-day intensive workshop was conducted for 17 housewife entrepreneurs, covering WhatsApp Business, Facebook, Instagram, and online marketplaces. Pre-test and post-test instruments measured cognitive improvement, while direct observation tracked practical skill acquisition. Results indicated a substantial knowledge increase from a pre-test average of 43.8 to a post-test average of 81.2. All participants successfully activated WhatsApp Business accounts, with 70.6% establishing marketplace stores. The intervention demonstrates that contextual, practice-oriented training can effectively bridge the digital gap for rural women entrepreneurs, fostering immediate market expansion and product visibility. The main outputs of the program included the activation of digital business accounts and improved participant competence in online product marketing.