OPTIMALISASI PEMASARAN OLAHAN IKAN TENGGIRI MELALUI PENDAMPINGAN DIGITAL MARKETING PADA KELOMPOK POSYANDU DI DUSUN SUMURGAYAM

Abstract

This community service program aimed to enhance the marketing performance of processed mackerel products managed by the Dahlia Posyandu Group in Sumurgayam Hamlet, Lamongan Regency, East Java, through the implementation of digital marketing strategies. The main challenges faced by the partners included limited conventional marketing practices, restricted market reach, and low levels of digital literacy. The program was conducted through several stages, including needs assessment, digital marketing training (covering social media, marketplace platforms, and WhatsApp Business), hands-on mentoring, and evaluation after five months of implementation. The results indicated that all participants (100%) successfully created digital business accounts, while 80% actively utilized marketplace platforms for product promotion. In addition, business turnover increased by approximately 25% compared to the previous period. Socio-economic impacts were also observed, including increased participation of women in economic activities, improved digital literacy, and expanded marketing networks beyond the local area.

In conclusion, digital marketing has proven effective in improving the competitiveness and productivity of small-scale fish processing businesses. Future programs should focus on strengthening digital branding, improving product packaging, and expanding market reach at the national level.

Keywords: Posyandu; mackerel fish; digital marketing