Increasing BanaGurt Competitiveness through Integrated E-Commerce and Digital Marketing for Women Entrepreneurs in Bumiaji
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Abstract
Women entrepreneurs in Bumiaji face limited market access, suboptimal digital marketing skills, and low e-commerce utilization, restricting the competitiveness of BanaGurt products. This community service program aimed to enhance product competitiveness through e-commerce integration and digital marketing. The program involved 30 women entrepreneurs and consisted of five stages: initial assessment, digital marketing training, e-commerce implementation, mentoring, and evaluation. Activities covered product catalog development, promotional content creation, social media optimization, online transactions, and marketplace management. Evaluation employed pre-test and post-test questionnaires and business performance indicators. The results showed improvements in digital marketing skills from 60.5% to 82.7%, e-commerce utilization from 48.3% to 81.6%, and promotional content creation skills from 55.8% to 84.2%. Online product visibility increased from 10% to 73%, while the average contribution of online sales to monthly sales rose from 4.6% to 18.9%. These findings demonstrate the potential of integrated e-commerce and digital marketing to expand market access, improve promotional effectiveness, strengthen product competitiveness, and support sustainable community-based women’s entrepreneurship.
Keywords:
BanaGurt Competitiveness Digital Marketing E-Commerce Women EntrepreneursReferences
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Copyright (c) 2026 Mega Cattleya Prameswari Anissa Islami, Tranggono; Rizqi Novita Sari; Maula Aringga Maghfur, Radityo Anggoro
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