Strengthening Entrepreneurship Literacy and Digital Marketing for PKK Activists Producing Local Products in Muntal Village

Abstract

This community service activity was carried out in Muntal Village, RT 06 RW 05, Gunung Pati District, Semarang City, with the main target being women members of the Family Welfare Movement (PKK). This program aims to improve entrepreneurial literacy and digital marketing skills to support the development of micro-enterprises based on local products. The background of this activity refers to the village's untapped economic potential, as well as the low understanding of the community, especially women, in aspects of business management and the use of digital technology. The program consisted of a one-day intensive training covering entrepreneurship, product branding, and digital marketing practices through platforms such as Instagram and Shopee. The activity was complemented by group discussions, simulations, and practice creating online business accounts. The implementation of the activity went according to plan with a participant attendance rate of 90%. The results of the activity showed that participants experienced a significant increase in their understanding of entrepreneurial concepts, were able to create digital business accounts, and were more confident in marketing their local products. The evaluation showed that the activity was highly relevant and had a direct positive impact on the economic capacity of the participants. The participants also hoped for further mentoring and the formation of joint business groups. This program is expected to become a model for community-based women's economic empowerment that can be replicated in other areas.