Pemberdayaan Karang Taruna Melalui Pelatihan Pemasaran Digital Untuk Meningkatkan Peran Pemuda dalam Usaha Pertanian di Kabupaten Nganjuk

Abstract

Sumberjo Village, Gondang District, Nganjuk Regency is one of the centers of Shallot production in Nganjuk Regency. Shallot agribusiness activities in this area are not only carried out by old farmers but also by young farmers who are mostly members of Karang Taruna or farmer groups. Although it has quite promising human resource and commodity potential, there are still various challenges, namely the low selling value of the harvest at the farmer level. Seeing this condition, efforts are needed to improve the bargaining position of farmers by connecting farmers directly to consumers through digital marketing. The purpose of community service is to introduce digital marketing to Karang Taruna members. The methods used include problem identification, field observation, surveys and interviews, partner needs analysis, counseling and technical guidance, and evaluation and feedback. The results of the activity showed a significant increase in participant understanding, changes in attitudes and motivation, the formation of networks through ongoing collaboration and implementation of marketing strategies. Interactive discussion sessions involving young farmers, Karang Taruna and business actors discussed digital marketing strategies, collaboration opportunities and expanding market reach and increasing the value of shallot products in a sustainable manner. Participants were quite enthusiastic about this activity and expected follow-up from the digital marketing training.