COMMUNITY EMPOWERMENT THROUGH SOCIAL MEDIA TRAINING FOR MARKETING ROSE-BASED INNOVATIVE PRODUCTS IN KARANGPRING VILLAGE

Abstract

Karangpring Village, Sukorambi District, Jember Regency, is recognized as a center for rose cultivation. Nevertheless, local micro, small, and medium enterprises (MSMEs) and farmer groups still encounter limitations in marketing innovative rose-based products, as they primarily rely on conventional marketing methods. In the digital era, social media platforms such as Instagram, Facebook, and TikTok present strategic opportunities to improve product visibility and market reach. This community service program aimed to empower the local community through digital marketing training focused on the effective use of social media for product promotion. The activities included product identification, social media marketing training, hands-on practice, mentoring, and evaluation. Participants were trained to create business accounts, produce simple product photography, write promotional captions, and manage digital content independently. University students acted as facilitators by delivering practical and context-based assistance. The outcomes of the program included increased digital marketing skills among participants, the establishment of active social media accounts, and the creation of promotional content for innovative rose products. This program demonstrates that social media-based training can serve as an effective and sustainable approach to rural community empowerment.