DIGITAL MARKETING TRAINING TO ENHANCE BRAND AWARENESS FOR ROSE-BASED PRODUCTS PRODUCED BY THE NAWASENA WOMEN FARMERS' GROUP IN KARANG PRING VILLAGE

Abstract

The Nawasena Women Farmers Group (KWT) in Karangpring Village, Jember Regency, has developed various rose-based processed products. However, product marketing has remained limited to word-of-mouth and local sales, resulting in low public brand awareness and limited market reach. This community service initiative aimed to enhance KWT members' understanding of brand awareness and digital marketing, while also providing guidance on developing product identity and digital-based marketing strategies. The methods employed included a participatory communication approach and direct mentoring, encompassing discussions on partner needs, material preparation, pre-testing, sessions on brand awareness and digital marketing, and assistance with creating logos, labels, product catalogs, and e-commerce accounts on Shopee and Instagram. The program concluded with a post-test to evaluate the improvement in participants' knowledge. The results demonstrated an increase in the capacity of Nawasena KWT members to build brand identity and utilize digital media for marketing purposes. Products that previously featured simple packaging were upgraded with more attractive and informative labels. Furthermore, marketing efforts were successfully expanded via social media and online marketplaces, leading to an approximately 20% increase in product demand compared to pre-program levels. An evaluation of the 26 participants showed improved learning outcomes, with the average pre-test score rising from 60 to a range of 80–100 in the post-test. These findings indicate that the outreach and mentoring methods were effective in enhancing the knowledge and skills of the KWT members..