PENINGKATAN PRODUKTIVITAS KWT BERBASIS GROW COACHING MODEL DALAM MENGIMPLEMNTASIKAN GREEN ECONOMY: PENGEMASAN DAN DIGITALISASI PEMASARAN PRODUK

Abstract

Abstrak: Permasalahan yang dihadapi Kelompok Wanita Tani (KWT) di wilayah kerja Balai Penyuluhan Pertanian (BPP) adalah belum maksimalnya produktivitas dan keterampilan dalam pengemasan ramah lingkungan serta pemasaran berbasis digital produk hasil KWT. Tujuan pengabdian ini adalah meningkatkan softskill dan hardskill anggota KWT melalui pendekatan pembinaan dan pendampingan berbasis GROW Coaching Model dalam upaya mengimplementasikan green economy di daerah perbatasan. Mitra pengabdian ini adalah KWT Tomat Intan dan Karya Tani. Metode yang digunakan meliputi sosialisasi, penyuluhan, workshop, dan praktikum dengan melibatkan 20 orang anggota KWT. Evaluasi dilakukan melalui observasi langsung dan kuesioner pra dan pasca kegiatan dengan menetapkan target capaian keberhasilan. Hasil pengabdian menunjukkan peningkatan kemampuan pengemasan dan pemasaran digital, dengan peningkatan softskill dan hardskill KWT dengan rata-rata Ketercapaian Target Pelaksanaan Program sebesar 89,03%. Selain itu, nilai ekonomis produk meningkat sebesar 40% pemanfaatan inovasi kemasan dan strategi pemasaran digital berbasis green economy. Pengabdian ini diharapkan dapat memperkuat kemandirian ekonomi anggota KWT secara berkelanjutan dan bersaing di daerah perbatasan negara.

Abstract: The problems faced by the Women Farmers Group (KWT) within the working area of the Agricultural Extension Center (BPP) include suboptimal productivity and skills in environmentally friendly packaging as well as digital marketing of KWT products. The objective of this community service program is to enhance the soft skills and hard skills of KWT members through a guidance and mentoring approach based on the GROW Coaching Model to implement the green economy in the border regions. The partner groups involved are KWT Tomat Intan and Karya Tani. The methods employed include socialization, extension services, workshops, and practicums involving 20 KWT members. Evaluation was conducted through direct observation and pre- and post-activity questionnaires, with success targets established. The results demonstrated improved packaging and digital marketing capabilities, with an average program implementation target achievement of 89.03%. Additionally, the economic value of products increased by 40% due to innovations in packaging and green economy-based digital marketing strategies. This community service is expected to strengthen the economic independence of KWT members sustainably and enhance their competitiveness in the border regions.