Market Access Readiness among Small Scale Fishers in Digital Marketing Literacy Programs

Marthin Thomas Mumbunan, Sherly Ernawaty Susanto, Fitayantri Tamau, Paske Victory Modaso, Yoan Purnamasari Makapuase Bahalau

Abstract


The fishing communities in the village of Minaesa face several challenges such as dependence on tengkulak (broker) and low digital literacy, which limit market access and economic opportunities in fishing. The purpose of this community empowerment program is to improve the digital marketing skills of the people in the fishing community so that it can reduce the dependency of intermediaries and increase the market reach of the fishermen. The program used a Service Learning (SL) model combined with the participatory seminar method, which was carried out in five consecutive thematic sessions and a facilitated Focus Group Discussion was held on March 27, 2026, in a single-day format. Twenty participants were purposively selected and received a pre- and post-test instrument based on a structured Likert scale (five dimensions and 1–5 scale, and converted to percentage scores). The average scores showed an improvement of 49.9 percentage points on each of the five dimensions  digital marketing understanding, digital data use, digital competitive strategy, digital public policy awareness, and motivation to adopt digital. Public policy awareness saw the biggest increase (+55 pp), and motivation to digital marketing had the highest score post activity (87%), which falls into the ‘Very Good' category. Participant satisfaction averaged 81.6% (4.08/5.0). The results indicate that a context-specific, one-day workshop has the potential to yield real and lasting gains in knowledge and motivation among members of the fishing community who have received little prior digital exposure, but ongoing behavioral change takes the form of a series of carefully designed programs. The program's contribution to SDG 8 and SDG 17 is reflected in enhanced participant capacity for digital market access, and the demonstrated higher education community partnership model.

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DOI: http://dx.doi.org/10.33474/penadimas.v4i2.30898

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