FROM LOCAL PRODUCTS TO DIGITAL READINESS: WOMEN EMPOWERMENT BOOTCAMP IN SUKAMANAH VILLAGE, TASIKMALAYA

B. Lena Nuryanti, Dita Amanah, Girang Razati, Daffa Adipramana, Emir Bachtiar

Abstract


This study is motivated by the limited digital literacy and product marketing skills among rural women, particularly adolescents and housewives, which may hinder the development of local products. The aim of this research is to analyze how a bootcamp program can contribute to women’s empowerment in Sukamanah Village, Cigalontang District, Tasikmalaya Regency. A qualitative approach was applied using interviews conducted with participants after completing the bootcamp. The program was attended by 25 women aged between 24 and 48 years. The findings show that the bootcamp had a significant positive impact, not only by enhancing participants’ knowledge in digital marketing and product design but also by fostering self-confidence in developing and promoting their local products, including packaged chili sauce, salted eggs, and molring. Participants expressed gratitude as they felt more capable of applying digital tools to market their products and expand their market reach. In conclusion, the bootcamp acted as a catalyst that strengthened digital literacy, self-confidence, and entrepreneurial spirit among rural women. The implication of this study is that similar training models can be scaled up to empower more women in rural areas and support sustainable community-based economic development.

Keywords


Women empowerment; Local products; Digital marketing; Digital Readiness

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DOI: https://doi.org/10.17509/mimbardik.v10i4.90210

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