Dari Grup WhatsApp ke Digital Hub: Penguatan Pemasaran Kolektif UMKM Perempuan Paguyuban “Tuka Tuku” Surabaya

Abstract

Women-led micro, small, and medium enterprises (MSMEs) in community-based associations often face limited digital visibility due to individual promotion through informal channels. The “Tuka Tuku” business unit of Majelis Ekonomi dan Kewirausahaan, Pimpinan Cabang Aisyiyah Rungkut, Surabaya, previously relied on an internal WhatsApp group without a shared public storefront. This community service programme aimed to strengthen collective marketing through the development and implementation of the web-based “Tuka Tuku” Digital Hub, featuring MSME profiles, product catalogues, and marketing information accessible online. The programme involved three phases: needs analysis through observation and interviews; implementation through preparation, pre-test, material delivery, platform trials, guided practice, discussion, and post-test; and evaluation of knowledge, skills, and products. Fifteen MSMEs participated. Knowledge improvement was analysed using the Wilcoxon Signed-Rank Test, while practical skills and outputs were assessed through observation and documentation. The average knowledge score increased from 80.5 to 93.0, representing a 12.5-point improvement. Fourteen participants improved their scores, one remained unchanged, and none declined. Statistical analysis confirmed a significant improvement (W = 0, Z = –3.30, p = 0.001). All fifteen MSMEs successfully uploaded their business profiles and product catalogues, while two association administrators were able to manage the platform independently. These results demonstrate the potential of a community-managed digital platform to improve collective marketing capacity and strengthen the digital visibility of women-led MSMEs. Periodic mentoring continues to support optimal platform utilisation, alongside plans to develop financial reporting features for individual MSMEs and MEK PCA Rungkut Surabaya.