Resilience and Digital Marketing Training for Tengger Women Micro-Entrepreneurs in Sukapura Village: A Step toward Women’s Economic Empowerment

Wiwin Yulianingsih; Meita Santi Budiani; Najlatun Naqiyah; Shelly Andari; Rohmawati Kusumaningtias; Mita Lutviatiani; Ikhwan Fadlu Fantazilu; Cahyo Febri Wijaksono

doi:10.26740/jpus.v10n2.p270-279

Authors

Wiwin Yulianingsih Universitas Negeri Surabaya
Meita Santi Budiani Universitas Negeri Surabaya
Najlatun Naqiyah Universitas Negeri Surabaya
Shelly Andari Universitas Negeri Surabaya
Rohmawati Kusumaningtias Universitas Negeri Surabaya
Mita Lutviatiani Universitas Negeri Surabaya
Ikhwan Fadlu Fantazilu Texas A&M University
Cahyo Febri Wijaksono Tampere University

DOI:

https://doi.org/10.26740/jpus.v10n2.p270-279

Keywords:

Digital Marketing, Resilience, Tengger women, community service, women’s empowerment

Abstract

The preservation of local traditions owned by the Tengger tribe cannot be separated from the role of the community, especially women's groups. Women in the Tengger tribe have multiple roles, one of which is preserving their traditions. However, apart from carrying out these duties, women in the Tengger tribe also often work outside the domestic realm, until now the number of female workers in the Tengger tribe continues to increase, including local women from the Tengger tribe who live in Sukapura village. Therefore, based on the problems faced by local women's groups in the Tengger tribe, the PKM GESI team initiated a resilience and digital marketing training program to increase resilience and skills in managing their MSMEs. The methods applied in this PKM are preparation, implementation, and evaluation. The results obtained are that participants have been able to implement the material, especially to strengthen themselves as individuals and business actors in managing themselves in running their MSME businesses. This can be an effort to create a woman who is resilient in facing existing external factors, as well as an attempt to increase income and financial development while running a business through the use of social media as marketing media.

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