PEMBERDAYAAN PEREMPUAN KEPALA KELUARGA MELALUI PENERAPAN TEKNOLOGI DAN DIGITALISASI PEMASARAN PADA KOMUNITAS MOMPRENEURS
Abstract
Abstrak: Program pengabdian kepada masyarakat (PKM) ini berfokus pada pemberdayaan perempuan kepala keluarga (PEKKA) di komunitas MomPreneurs Kota Samarinda. Program ini menangani beberapa tantangan utama seperti akses terbatas terhadap teknologi, rendahnya literasi digital, serta kesulitan dalam melakukan inovasi produk. Tujuan utama program ini adalah meningkatkan keterampilan kewirausahaan melalui tiga kegiatan inti: (1) bimbingan teknis, (2) pelatihan usaha, dan (3) pendampingan pengembangan usaha. Program ini melibatkan 15 perempuan peserta yang sesuai dengan kriteria antara lain merupakan perempuan kepala keluarga, memiliki usaha yang berada dalam tahap awal pengembangan, berkenan mengembangkan usahanya dalam bentuk kelompok usaha bersama dan memiliki komitmen kuat untuk membangun usaha. Hasil program menunjukkan peningkatan yang signifikan dalam keterampilan pemasaran digital, inovasi produk, dan manajemen usaha. Evaluasi program ini dilakukan secara formatif selama berlangsungnya kegiatan dan sumatif melalui tes awal dan akhir program, serta evaluasi peningkatan omzet usaha. Hasil tes menunjukkan bahwa terdapat peningkatan pengetahuan sebesar 80%, serta peningkatan omzet hingga 35% selama program berlangsung.
Abstract: This community service program (PKM) focuses on empowering female heads of households (PEKKA) in the MomPreneurs community in Samarinda through the application of technology and digital marketing. The program addresses several key challenges, such as limited access to technology, low digital literacy, and difficulties in product innovation. The main objective of this program is to enhance entrepreneurial skills through three core activities: (1) technical guidance, (2) business training, and (3) business development mentoring. The program involves 15 women participants who meet specific criteria, including being the head of their household, having a business in the early stage of development, being willing to develop their business as a joint business group, and having a strong commitment to grow their business. The program results indicate significant improvements in digital marketing skills, product innovation, and business management. Evaluation of the program was conducted both formatively, throughout the activities, and summatively via pre- and post- assessments and turnover growth metrics. Results indicated the 80% improvement of participants’ business knowledge and skills, along with an increase in turnover of up to 35% over the program period.
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DOI: https://doi.org/10.31764/jmm.v8i6.27106
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