Empowering women entrepreneurs through digital marketing mentoring: A community service for GMIT Genesaret Women’s Group in Kupang City
DOI:
https://doi.org/10.53088/penamas.v6i2.3240Keywords:
Entrepreneurship, Women Preneurship, Community Service, Digital MarketingAbstract
This Community Service Activity (CSA) aims to empower the GMIT Genesaret Women's Group in Kupang City through increasing entrepreneurial capacity and digital-based marketing. This program also encourages the use of local potential, especially the processing of papaya into value-added products. The methods used include counseling, practical training, discussions, and participatory mentoring. A total of 30 participants were actively involved in the entire series of activities. Evaluation is conducted through pre- and post-tests, as well as observations throughout the process. The results of the activity showed an increase in participants' understanding of entrepreneurship concepts, mastery of digital marketing instruments, and skills in processing papaya into creative snacks. Participants' enthusiasm and motivation to develop digitally based businesses also increased. Participants were able to understand the steps of starting an online business and use social media as a means of promotion. The implications of this activity emphasize the need for more intensive follow-up assistance, such as content creation training, product packaging, and business registration on digital platforms.
References
Alsaad, R. I., Hamdan, A., Binsaddig, R., & Kanan, M. A. (2023). Empowerment sustainability perspectives for Bahraini women as entrepreneurs. International Journal of Innovation Studies, 7(4), 245–262. https://doi.org/10.1016/j.ijis.2023.04.003
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/S11747-019-00695-1
Cardella, G. M., Hernández-Sánchez, B. R., & Sánchez-García, J. C. (2020). Women Entrepreneurship: A Systematic Review to Outline the Boundaries of Scientific Literature. Frontiers in Psychology, 11. https://doi.org/10.3389/FPSYG.2020.01557
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/J.IJINFOMGT.2020.102168
Grover, V. (2015). Research Approach: An Overview.
Hien, N. N., & Nhu, T. N. H. (2022). The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2105285
Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The Rise of New Technologies in Marketing: A Framework and Outlook. Journal of Marketing, 86(1), 1–6. https://doi.org/10.1177/00222429211061636
Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50(4), 666–688. https://doi.org/10.1007/S11747-022-00858-7
Jung, S. U., & Shegai, V. (2023). The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size. Sustainability 2023, Vol. 15, Page 5711, 15(7), 5711. https://doi.org/10.3390/SU15075711
Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital Transformation: An Overview of the Current State of the Art of Research. SAGE Open, 11(3). https://doi.org/10.1177/21582440211047576
Nawi, S. V., Riwu, Y. F., & Aman, D. K. T. (2025). How does E-Wallets Influence Consumptive Behaviour: The Role of Perceived Ease of Use and Security. ECo-Buss, 8(2), 1641–1652. https://doi.org/10.32877/eb.v8i2.3237
Pan, L. Y., Tsai, I. C., Popan, S. H., & Chang, S. C. (2022). Entrepreneurial business start-ups and entrepreneurial failure: How to stand up after a fall? Frontiers in Psychology, 13. https://doi.org/10.3389/FPSYG.2022.943328
Pounder, S., Galsanjigmed, E., & Sekiguchi, T. (2023). Challenges Women Experience in Leadership Careers: An Integrative Review. Merits 2023, Vol. 3, Pages 366-389, 3(2), 366–389. https://doi.org/10.3390/MERITS3020021
Riwu, Y. F., Gaina, C. D., & Loe, F. R. (2023). Financial Governance Management for Farmers, Ranchers, and Weavers of Camplong Ii Village, Kupang Regency. ABDIMAS: Jurnal Pengabdian Masyarakat, 6(4), 4614–4621. https://doi.org/10.35568/ABDIMAS.V6I4.3974
Riwu, Y. F., Kamuri, K. J., & Nawi, S. V. (2026). The Mediating Role of Innovation and Artificial Intelligence on SMEs Performance. In Journal of Management and Business Innovation (JOMBINOV) (Vol. 02). https://v-learnov.com/index.php/jombinov
Riwu, Y. F., & Kurniawati, M. (2023). Pelatihan Personal Branding Dan Digital Literacy Bagi Pelaku Umkm Di Kota Kupang. SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan, 7(2), 1399–1406.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Dominikus Kopong Toni Aman; Anggi Somba Poddala; Sonia Virgarini Nawi, Yonas Ferdinand Riwu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
License details: https://creativecommons.org/licenses/by-sa/4.0/
