Pemberdayaan Kelompok Wanita Tani melalui Pelatihan Pemasaran Digital dan Produk Olahan Lele untuk Mendukung Ekonomi Lokal di Desa Ciharashas

Abstract

Kelompok Wanita Tani (KWT) Desa Ciharashas, Kota Bogor memiliki potensi usaha budidaya dan pengolahan ikan lele untuk meningkatkan ekonomi keluarga. Namun, pemanfaatannya belum optimal karena keterbatasan keterampilan menggunakan media sosial, membuat konten promosi, dan mengembangkan produk olahan lele. Program pemberdayaan dilakukan melalui pelatihan pemasaran digital, fotografi produk, desain promosi Canva, dan pengembangan produk olahan lele. Metode kegiatan meliputi social mapping, penyuluhan, pelatihan, praktik, pendampingan, serta evaluasi pre-test dan post-test. Hasil menunjukkan peningkatan pemahaman seluruh materi, dengan penjualan melalui media digital meningkat 15% selama pendampingan. Program mendukung peningkatan kapasitas anggota dan penguatan ekonomi lokal.

The Women Farmers Group (KWT) in Ciharashas Village, Bogor City, has potential for catfish farming and processing businesses to improve household economic welfare. However, this potential has not been optimally utilized due to limited skills in using social media, creating promotional content, and developing processed catfish products. The empowerment program was conducted through training in digital marketing, product photography, Canva promotional design, and processed catfish product development. Activities included social mapping, extension, training, practice, mentoring, and pre-test and post-test evaluation. The results showed improved understanding of all training materials, with sales through digital media increasing by 15% during the mentoring period. The program supported increased member capacity and strengthened the local economy.