Development of Nata de Coco Product Marketing Strategy through Digital Marketing Pocket Book for Women Farmers Group in Pekik Nyaring Village

Serawai, Bembi Akbar; Fitri, Melani Anisa; Widiono, Septri; Azmi, Alia; Zubedi, Faradiba F

doi:10.22437/hqxyc578

Open access Journal

Development of Nata de Coco Product Marketing Strategy through Digital Marketing Pocket Book for Women Farmers Group in Pekik Nyaring Village

Jurnal Karya Abdi Masyarakat · Vol. 10 No. 1 (2026) · pp. 1–10

DOI: 10.22437/hqxyc578
ISSN: 2580-2178, 2580-1120
Published: 2026-04-18
Publisher: LPPM Universitas Jambi
Language: en
License: creativecommons.org/licenses/by/4.0

Abstract

Pekik Nyaring Village is a village with abundant agricultural potential, especially coconut cultivation and agro-industry. In this village, the Women Farmers Group (KWT) plays a significant role in supporting the household economy through the production of coconut-based processed products, one of which is Nata de Coco. However, the resulting production faces challenges, namely limited marketing strategies. This community service aims to provide an understanding of digital marketing to the KWT. The methods used in this activity are counseling and discussions targeting the women farmers group of Pekik Nyaring village. The digital marketing counseling activity for nata de coco products in the KWT of Pekik Nyaring village has had a positive impact, this condition is reflected in the enthusiasm of the KWT participants in implementing the activity. In addition, the results of the evaluation related to the understanding of the counseling material showed a 28% increase in knowledge and the KWT was able to create a digital platform as a digital marketing platform. This condition can be the foundation for the success of community service activities. Similar activities should continue to be carried out sustainably with several methods such as live demonstrations and mentoring. This is done to ensure sustainable change

Keywords

Collaboration network of the authors

15 authors · 56 co-authorship links · 1 across different organisations

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Universiti Teknologi MARA
Tyndall Centre
Affiliation unknown

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Same organisation
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Co-author	Organisation	Joint articles
Rhosanna Jenkins	Tyndall Centre	1
Azliyana Azizan	Affiliation unknown	1
Sri Ratna Rahayu	Affiliation unknown	1
Aufiena Nur Ayu Merzistya	Affiliation unknown	1
Salsabila Kinaya Pranindita	Affiliation unknown	1
Zuyyinatun Muflikhah	Affiliation unknown	1
Natalia Desy Putriningtyas	Affiliation unknown	1
Adiska Rani Ditya Candra	Affiliation unknown	1
Siti Norashikin Mohamad Shaifuddin	Affiliation unknown	1
Mustafa Daru Affandi	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JKAM/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en">Development of Nata de Coco Product Marketing Strategy through Digital Marketing Pocket Book for Women Farmers Group in Pekik Nyaring Village</dc:title>
	<dc:creator xml:lang="en">Serawai, Bembi Akbar</dc:creator>
	<dc:creator xml:lang="en">Fitri, Melani Anisa</dc:creator>
	<dc:creator xml:lang="en">Widiono, Septri</dc:creator>
	<dc:creator xml:lang="en">Azmi, Alia</dc:creator>
	<dc:creator xml:lang="en">Zubedi, Faradiba F</dc:creator>
	<dc:subject xml:lang="en">Agro-industry Development</dc:subject>
	<dc:subject xml:lang="en">Community Service</dc:subject>
	<dc:subject xml:lang="en">Marketing Strategy</dc:subject>
	<dc:subject xml:lang="en">Nata de Coco</dc:subject>
	<dc:subject xml:lang="en">Women Farmers Group</dc:subject>
	<dc:description xml:lang="en">Pekik Nyaring Village is a village with abundant agricultural potential, especially coconut cultivation and agro-industry. In this village, the Women Farmers Group (KWT) plays a significant role in supporting the household economy through the production of coconut-based processed products, one of which is Nata de Coco. However, the resulting production faces challenges, namely limited marketing strategies. This community service aims to provide an understanding of digital marketing to the KWT. The methods used in this activity are counseling and discussions targeting the women farmers group of Pekik Nyaring village. The digital marketing counseling activity for nata de coco products in the KWT of Pekik Nyaring village has had a positive impact, this condition is reflected in the enthusiasm of the KWT participants in implementing the activity. In addition, the results of the evaluation related to the understanding of the counseling material showed a 28% increase in knowledge and the KWT was able to create a digital platform as a digital marketing platform. This condition can be the foundation for the success of community service activities. Similar activities should continue to be carried out sustainably with several methods such as live demonstrations and mentoring. This is done to ensure sustainable change</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-04-18</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JKAM/article/view/53410</dc:identifier>
	<dc:identifier>10.22437/hqxyc578</dc:identifier>
	<dc:source xml:lang="en">Jurnal Karya Abdi Masyarakat; Vol. 10 No. 1 (2026): Jurnal Karya Abdi Masyarakat; 1-10</dc:source>
	<dc:source>2580-2178</dc:source>
	<dc:source>2580-1120</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JKAM/article/view/53410/25710</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Bembi Akbar Serawai, Melani Anisa Fitri, Septri Widiono, Alia Azmi, Faradiba F Zubedi</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>