Pemberdayaan Pemuda Tani Asseddingeng melalui Literasi Digital Marketing Berbasis Green Economy untuk Meningkatkan Daya Saing Usaha Cabai Merah

Abstract

Limited digital marketing literacy, dependence on local middlemen, and the absence of product identity and packaging have constrained the marketing of red chili produced by the Asseddingeng Young Farmers Group in Tinco, Soppeng Regency. This program aimed to strengthen digital marketing capacity and product added value through a green economy approach. The activity involved 11 group members and employed a participatory approach through education, demonstrations, hands-on practice (learning by doing), and mentoring. The training covered digital marketing literacy, social media utilization, product photography and content creation, branding, packaging, and green marketing. Evaluation was conducted through observation, questionnaires, interviews, discussions, and assessment of the resulting products and digital media. The results showed the development of the “Tani Muda Asseddingeng – Cabai Merah” brand identity, product labels and alternative packaging, as well as promotional channels through social media. Participants also demonstrated the ability to practice product photography, caption writing, catalog development, and basic promotional content creation. The program established an initial foundation for more differentiated, value-added, and sustainable red chili marketing. However, its impact on economic performance cannot yet be determined because turnover, sales volume, profit margins, and customer numbers were not measured.