Pendampingan Pemasaran Digital Produk Rumah Rimpang: Penguatan Daya Saing dan Perluasan Jangkauan Ritel Modern Pada Kelompok Tani Bersama Suka Maju Mestong
DOI:
https://doi.org/10.61492/jpmmocci.v4i2.645Keywords:
Digital marketing, rhizome, MSME competitiveness, modern retailAbstract
Joint Farmers Group Suka Maju, located in Mestong District, Muaro Jambi Regency, Jambi Province, operates a business unit called "Rumah Rimpang," which processes rhizome commodities such as ginger, lemongrass, and turmeric into value-added instant beverage products that are more practical and hygienic for consumers. Marketing has so far relied on conventional methods, namely direct sales within the local community and word-of-mouth orders, resulting in a limited market reach and an inability to compete for entry into modern retail networks. This community service activity was carried out in July 2026 with the aim of strengthening the capacity of farmer group members in digital product marketing and assisting them in meeting the standards required by modern retailers. The implementation method comprised observation and focus group discussions (FGDs) in Muaro Jambi Regency, digital marketing training (social media and marketplace platforms), and packaging and branding improvement assistance. The results show improved partner understanding and skills in managing digital marketing, evidenced by the activation of the Rumah Rimpang online store on the Shopee platform, improved product packaging appearance, and administrative readiness as a prerequisite for exploring partnerships with modern retail outlets. This activity is expected to serve as a model for sustainable mentoring of other agriculture-based business groups in the surrounding area.
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Copyright (c) 2026 Dewi Fortuna, Fitry Tafzi, Aditya Pratama, Riani Virginia, Tri Wahyudi, Annida Rani Chairunisah, Febriany Martiana Nasel, Edy Syatria, Riduwan Riduwan
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