Metode KKN-PPM Sebagai Upaya Pemberdayaan Perempuan dalam Produksi dan Pemasaran Ecoprint Era Digital
DOI:
https://doi.org/10.56480/bekti.v4i1.1567Keywords:
KKN-PPM, Women's Empowerment, Ecoprint, Digital Marketing, Creative Economy, Local PotentialAbstract
The Community Empowerment Real Work Lecture Program (KKN-PPM) is a research-based service activity that involves students to assist the community in developing local potential. This article discusses the KKN-PPM method as an effort to empower women through the production and marketing of ecoprints in the digital era. Ecoprint was chosen because it is an environmentally friendly craft with high artistic and economic value, but its development is still constrained by limited production skills and marketing access. This research uses a participatory approach through the stages of observation, planning, implementation of digital production and marketing training, monitoring-evaluation, and program sustainability planning. The results of the activity showed that there was an increase in women's skills in ecoprint techniques (hammering, steaming, boiling), design quality, and product diversification into hijabs, bags, pillowcases, and others. From the marketing aspect, participants managed to utilize social media and marketplaces (Shopee, Tokopedia) to expand the market reach to outside the region. This program also fosters confidence, entrepreneurial spirit, and the formation of more independent women's business groups. Thus, the application of the KKN-PPM method has proven to be effective as a strategy for women's empowerment that is able to strengthen the family economy while encouraging the independence of creative businesses based on local potential in the digital era.
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. https://doi.org/10.2307/41165945
Ahmad, N. S., Musa, R., & Harun, M. H. M. (2016). The impact of social media content marketing on brand loyalty. Procedia Economics and Finance, 37, 183–189. https://doi.org/10.1016/S2212-5671(16)30107-0
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
Bianchi, C., & Andrews, L. (2018). Consumer engagement with retail firms through social media: An empirical study. Journal of Retailing and Consumer Services, 42, 65–74. https://doi.org/10.1016/j.jretconser.2018.01.002
Boateng, H. (2019). Online relationship marketing and customer loyalty. International Journal of Bank Marketing, 37(1), 226–240. https://doi.org/10.1108/IJBM-01-2018-0013
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education. https://doi.org/10.4324/9781315182213
Dwivedi, Y. K., Ismagilova, E., & Hughes, D. L. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Erny, U. (2022). Ecoprint sebagai inovasi batik ramah lingkungan. Jurnal Seni dan Desain, 9(2), 45–53. https://doi.org/10.24036/jsd.v9i2.1821
Ghozali, I., & Latan, H. (2021). Partial Least Squares: Konsep, Teknik dan Aplikasi menggunakan SmartPLS 3.0. Universitas Diponegoro. https://doi.org/10.13140/RG.2.2.29422.41287
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage. https://doi.org/10.4135/9781071803225
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business. Procedia - Social and Behavioral Sciences, 172, 262–269. https://doi.org/10.1016/j.sbspro.2015.01.363
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based SEM. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on brand loyalty. Journal of Brand Management, 23(1), 80–95. https://doi.org/10.1057/bm.2015.23
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Karwati, E. (2017). Pengembangan kewirausahaan perempuan berbasis potensi lokal. Jurnal Ekonomi dan Pendidikan, 14(1), 45–56. https://doi.org/10.21831/jep.v14i1.16543
Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. https://doi.org/10.1007/s13162-016-0078-z
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., & Keller, K. L. (2021). Marketing Management (15th ed.). Pearson. https://doi.org/10.4324/9781315182213
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
Pradana, A. (2022). Digital literacy and marketing adaptation among Indonesian SMEs. Jurnal Teknologi dan Sistem Komputer, 10(1), 15–24. https://doi.org/10.14710/jtsiskom.2022.10.1.15-24
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ines Alya Chahyani, Aninda Sophia Prasasti, Dwin Ulyana Putri, Natalie Eleonora Desviandhy, Moh. Rifki Tri Ainul Fahmi , Arie Wahyu Prananta, Indra Jaya K. Wardana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
