Model Manajemen Pemberdayaan Ekonomi Kreatif Berbasis Produk Lokal melalui Media Sosial untuk Meningkatkan Kapasitas Ibu Rumah Tangga di Jember

Abstract

Creative economy empowerment based on local products has become an effective strategy for improving household welfare, particularly among housewives who face limited market access, digital literacy, and marketing skills. The utilization of social media offers new opportunities to expand market reach while enhancing the competitiveness of local products. This community service program aimed to strengthen the capacity of housewives in developing local product-based creative businesses through the effective use of social media in Bumi Mangli Housing Estate, Jember. The program employed the Asset-Based Community Development (ABCD) approach, consisting of five stages: Discovery, Dream, Design, Define, and Destiny. This approach emphasizes identifying and optimizing community assets as the primary foundation for sustainable empowerment. The activities included training, mentoring, and hands-on practice in digital marketing using Instagram, Facebook, TikTok, and WhatsApp Business. The findings indicate significant improvements in participants' digital literacy, product marketing skills, business management capabilities, and effective utilization of social media as a promotional platform. Furthermore, the program enhanced participants' economic independence, self-confidence, social networks, and the availability of supporting facilities for business development. It also expanded the market reach of local products and encouraged the establishment of sustainable home-based businesses. Overall, the program demonstrates that empowering housewives through local product-based creative economy initiatives supported by social media is effective in strengthening human resource capacity, improving household economic resilience, and promoting sustainable community empowerment based on local potential.