Pemberdayaan Ekonomi Pelaku Usaha Mikro Pengrajin Hasil Laut di Karangantu melalui Sosialisasi dan Edukasi Toko Daring
Keywords:
Online Shop, Digital Marketing, Processed Marine Products, Digital LiteracyAbstract
The marketing of processed marine products in the coastal area of Karangantu, Banten Province, remains dominated by a conventional ecosystem and a heavy reliance on middlemen, thereby restricting the bargaining power and income of local artisans due to price fluctuations. This community service initiative aims to transform these traditional marketing strategies through education and socialization concerning online shops as innovative digital sales platforms. The program employed a participatory socialization and interactive education approach, involving 15 marine product micro-entrepreneurs in Banten Village on December 2025. Program evaluation was conducted through direct on-site observation, measuring the quality of participation and the partners' conceptual understanding. The results indicate a significant increase in technological awareness and cognitive understanding among participants regarding online store management and distribution chain disintermediation. Local processed commodities (salted fish, fish crackers, shredded fish, and shrimp paste) are highly compatible with the digital ecosystem due to their long shelf-life. However, the observation also identified psychomotor barriers, specifically technical difficulties in device operation stemming from the partners' low initial digital literacy. In conclusion, this program effectively reconstructed the conventional marketing paradigm of coastal artisans toward a go-digital framework, recommending subsequent intensive, regular one-on-one mentoring to ensure sustainable financial independence.
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