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 community in Minaesa Village faces several challenges, including dependence on brokers, limited digital marketing literacy, and restricted market access, which reduce fishermen’s bargaining power and economic opportunities. These conditions indicate a gap between the potential of coastal community products and the capacity of small scale fishers to participate in the digital economy. This community empowerment program aimed to improve digital marketing skills among fishing community members to expand market access, reduce intermediary dependency, and strengthen economic empowerment. The novelty of this program lies in the integration of context based digital marketing literacy, participatory learning, and community focused capacity building to address the specific structural challenges faced by small scale fishers in coastal areas. The program applied a Service Learning (SL) model combined with participatory seminar methods through five thematic sessions and a facilitated Focus Group Discussion involving 20 purposively selected participants. Evaluation was conducted using pre and post activity Likert scale instruments covering five dimensions: digital marketing understanding, digital data utilization, competitive digital strategy, public policy awareness, and motivation to adopt digital marketing. The results showed an average improvement of 49.9 percentage points across all assessed dimensions. Public policy awareness recorded the highest improvement of 55 percentage points, while motivation to adopt digital marketing achieved the highest post activity score at 87% in the very good category. Participant satisfaction reached 81.6%, indicating positive acceptance of the program. These findings demonstrate that a context specific digital marketing literacy program can strengthen the readiness of small scale fishers to access digital markets and improve their economic capacity. The program contributes to Sustainable Development Goal (SDG) 8 on Decent Work and Economic Growth and SDG 17 on Partnerships for the Goals through higher education community collaboration and enhanced digital market access capacity.

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

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