Meningkatkan Pendapatan Wanita Nelayan Melalui Pemasaran Digital Produk Olahan Hasil Perikanan di Konawe Selatan
Abstract
The abundant volume of catches in certain seasons and catches that cannot last long have encouraged women fishermen to make various types of processed fishery products. The processing process carried out, apart from extending storage life, can also expand the market segment. Some of the products produced are salted fish, pindang fish, shrimp paste, fish floss, fish crackers, and various prozen food products. It seems that the products produced are only marketed in traditional markets. So this business has not increased income significantly. To overcome these marketing challenges and problems, fisherwomen need intensive digital marketing training. By implementing digital marketing, female fishermen can access wider market segments, both geographically, demographically and psychographically. The training was carried out for one day and was attended by 20 female fishermen. Training activities use lecture, question and answer methods and direct practice in creating promotional content and Facebook Fanpage accounts. The results of the evaluation of digital marketing knowledge and skills before the training were an average of 6.0 and after the training the average was 7.08. This means that the training activities carried out have increased the digital marketing knowledge and skills of female fishermen. It is hoped that increasing digital marketing knowledge and skills can have an impact on reaching a wider target market, thereby increasing sales and income of female fishermen.
ABSTRAK
Volume hasil tangkapan yang melimpah dimusim tertentu serta hasil tangkapan yang tidak bisa bertahan lama telah mendorong para wanita nelayan untuk membuat berbagai jenis produk olahan hasil perikanan. Proses olahan yang dilakukan, selain dapat memperpanjang umur penyimpanan juga dapat memperluas segmen pasar. Beberapa produk yang dihasilkan adalah ikan asin, ikan pindang, terasi udang, abon ikan, krupuk ikan, dan berbagai produk prozen food, nampaknya produk yang dihasilkan hanya dipasarkan di pasar-pasar tradisional. Sehingga usaha ini belum meningkatkan pendapatan secara signifikan. Untuk mengatasi tantangan dan masalah pemasaran ini, para wanita nelayan memerlukan pelatihan pemasaran digital yang intensif. Penerapan pemasaran digital, para wanita nelayan dapat mengakses segmen pasar yang lebih luas, baik secara geografi, demografi, maupun psikografi. Pelatihan dilakukan selama satu hari dan di ikuti oleh 20 wanita nelayan. Kegiatan pelatihan menggunakan metode ceramah, tanya jawab serta praktek langsung dalam pembuatan konten promosi dan akun Fanpage Facebook. Hasil evaluasi pengetahuan dan keterampilan digital marketing sebelum pelatihan rerata 6,0 dan setelah pelatihan rerata 7,08. Artinya kegiatan pelatihan yang dilakukan telah meningkatkan pengetahuan dan keterampilan digital marketing wanita nelayan. Peningkatan pengetahuan dan keterampilan digital marketing diharapkan dapat berdampak pada jangkauan target pasar yang lebih luas, sehingga meningkatkan penjualan dan pendapatan wanita nelayan.
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DOI: https://doi.org/10.59818/jpm.v4i4.770
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