Strategi Peningkatan Perekonomian Keluarga Nelayan Pesisir: Peran Perempuan dalam Pemanfaatan Digital Marketing
DOI:
https://doi.org/10.30603/ab.v22i1.6986Keywords:
Women’s roles, Digital marketing, Income, Household economy, Coastal communitiesAbstract
The well-being of coastal communities in Indonesia continues to face various challenges due to limited access to technology and low utilization of digital marketing in the economic activities of fishing households. This study aims to analyze the impact of women’s role in the use of digital marketing on the household income of fishing families on Lembeh Island, Bitung City. The study employed a quantitative approach using a survey method involving 90 respondents selected through purposive sampling. The data were analyzed using simple linear regression with the aid of SPSS. The results show that women’s role in the use of digital marketing has a positive and significant effect on fishing families’ income (β = 0.606; t = 24.656; p < 0.05; R² = 0.874), indicating that 87.4% of the variation in family income can be explained by this variable. These findings expand the body of research on the economic empowerment of coastal communities through the integration of women’s roles and the use of digital technology in small island regions vulnerable to economic uncertainty. The novelty of this study lies in its empirical examination of the relationship between gender roles, digital marketing, and the economic vulnerability of coastal communities—a topic that has rarely been studied quantitatively in Indonesia. This study confirms that strengthening the digital capacity of coastal women can be a key strategy in improving the well-being of fishing families. Therefore, policies are needed to support the improvement of digital literacy, community-based marketing training, and the provision of technological infrastructure to drive sustainable local economic transformation.
References
Abidan Rosyidi, R., Dwi Dito, M., Hakiki, A., Lucky Wibowo, M., Husaini, F., & Arie Fianto, B. (2025). Peran Media Sosial dalam Strategi Pemasaran Produk UMKM. SANTRI : Jurnal Ekonomi Dan Keuangan Islam, 3(3), 113–128.
Ain, N., Niken, D., & Joni, S. (2024). Pemasaran Digital dan E-Commerce di Era Globalisasi : Tren , Inovasi , dan Dampaknya pada Bisnis Global. 1(2), 459–468.
Ani, J., Lumanauw, B., & Tampenawas, J. L. A. (2021). Pengaruh Citra Merek, Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Pada E-Commerce Tokopedia Di Kota Manado the Influence of Brand Image, Promotion and Service Quality on Consumer Purchase Decisions on Tokopedia E-Commerce in Manado. 663 Jurnal EMBA, 9(2), 663–674.
Anugrah, A. N., & Alfarizi, A. (2021). Literature Review Potensi Dan Pengelolaan Sumber Daya Perikanan Laut Di Indonesia. Jurnal Sains Edukatika Indonesia (JSEI), 3(2), 31–36.
Chandriyanti, I., & Fahrati, E. (2020). Sosial Ekonomi Nelayan Pesisir Pantai Desa Swarangan Kecamatan Jorong Kabupaten Tanah Laut. Ecoplan, 3(2), 88–98. https://doi.org/10.20527/ecoplan.v3i2.130
Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. Heliyon, 7(12). https://doi.org/10.1016/J.HELIYON.2021.E08603
Husdi, H., & Dalai, H. (2023). Penerapan Metode Regresi Linear Untuk Prediksi Jumlah Bahan Baku Produksi Selai Bilfagi. Jurnal Informatika, 10(2), 129–135. https://doi.org/10.31294/inf.v10i2.14129
Indrawarsih, R., & Ratri, A. M. (2023). Strategi Peningkatan Pendapatan Keluarga Nelayan Melalui Peran Perempuan: Studi Kasus pada Komunitas Nelayan Demak, Jawa Tengah. Buletin Ilmiah Marina Sosial Ekonomi Kelautan Dan Perikanan, 9(1), 17. https://doi.org/10.15578/marina.v9i1.11743
Jentoft, S., Chuenpagdee, R., Franz, N., & Implementation, G. (2017). The Small- Scale Fisheries Guidelines Global Implementation. June, 850. https://doi.org/10.1007/978-3-319-55074-9
Kamal, D. I. K., Bangkalan, K., & Madura, P. (2024). THE ROLE OF COASTAL WOMEN IN INCREASING HOUSEHOLD INCOME IN KAMAL. 12(01), 111–122. https://doi.org/doi.org/10.21776/ub.ecsofim.2024.012.01.09
Kisti, K. N., Rudianto, A. H., Paluputi, R. D., Ramadhani, A. M. P., Kembaren, A. V., & Nabilah, N. (2025). Menembus Batas Gender Di Era Teknologi Menuju Perempuan Sebagai Pilar Perekonomian Modern. Jurnal Penelitian Nusantara, 1(4), 59–64. https://jurnal.padangtekno.web.id/index.php/menulis
Maciej Serda, Becker, F. G., Cleary, M., Team, R. M., Holtermann, H., The, D., Agenda, N., Science, P., Sk, S. K., Hinnebusch, R., Hinnebusch A, R., Rabinovich, I., Olmert, Y., Uld, D. Q. G. L. Q., Ri, W. K. H. U., Lq, V., Frxqwu, W. K. H., Zklfk, E., Edvhg, L. V, … فاطمی, ح. (2020). ANALISIS PERANAN WANITA NELAYAN DALAM MENINGKATKAN PENDAPATAN KELUARGA DI KECAMATAN LASEM KABUPATEN REMBANG. Journal of Fisheries Resources Utilization Management and Technology, 9(1), 74–83. https://doi.org/10.2/JQUERY.MIN.JS
Mahwati, S. K., Sabayu, F., Si, M., Manajemen, P. S., Padang, U. N., Tawar, A., Padang, K., & Barat, S. (2024). Pengaruh digital marketing dalam strategi pemasaran global: a systematic literature review. 23(2), 115–125.
Mirantika, N., Septiar Syamfithriani, T., & Amalia Asikin, N. (2024). Pemanfaatan Digital Marketing Pada Kelompok Wanita Tani (KWT) Sri Madu Desa Belawa Kabupaten Cirebon. Jurnal Pengabdian Kepada Masyarakat Nusantara, 5(1), 642–648. https://doi.org/10.55338/jpkmn.v5i1.2211
Natarajan Nithya, Newsham Andrew, Rigg Jonathan., & Suhardiman Diana (2022). A Sustainable Livelihoods Framework For the 21st Century, https://doi.org/10.1016/j.worlddev.2022.105898
Nico Lukito, Febria Nalurita, & Hartini. (2024). Pemberdayaan Ekonomi Keluarga Dengan Digital Marketing. JURPIKAT (Jurnal Pengabdian Kepada Masyarakat), 5(4), 1038–1055. https://doi.org/10.37339/jurpikat.v5i4.1783
Nikmah, N. A. (2022). Kontribusi Pemuda Terhadap Peningkatan Pendapatan Keluarga (Studi Kasus Taman Wisata Kuliner Kecamatan Punggur).
Novira, N., Arif, M., Yenny, N., Siregar, N. S., & Permata, D. (2024). The Underlying Causes of Poverty among Fisherman in Deli Serdang Regency. 13(2), 330–339.
Noviyanti, E., & Rushadiyati, R. (2021). Pengaruh Pengalaman Kerja Dan Komunikasi Terhadap Kinerja Karyawan Di PT Wahana Semesta Abadi Setu Bekasi Jawa Barat. Jurnal Administrasi Dan Manajemen, 11(1), 1–10. https://doi.org/10.52643/jam.v11i1.1381
Peluang Ekonomi Desa Pesisir - Kompas.id. (n.d.). Retrieved April 7, 2025, from https://www.kompas.id/baca/opini/2023/10/31/peluang-ekonomi-desa-pesisir
Purwanti, E. (2024). Analisis Deskriptif Profil Kemiskinan Indonesia Berdasarkan Data BPS Tahun 2023. AKADEMIK: Jurnal Mahasiswa Humanis, 4(1), 1–10. https://doi.org/10.37481/jmh.v4i1.653
Riyadi, M. D., & Woyanti, N. (2022). Analisis Investasi, Pendapatan Asli Daerah, Tenaga Kerja dan Pertumbuhan Ekonomi: Studi Provinsi Jawa Barat. Maksimum, 12(1), 13. https://doi.org/10.26714/mki.12.1.2022.13-26
Saniah, M., Zulfah, Z., & Ulfa, A. (2023). The Role of Fisherwomen in Improving the Economy and Education of the Family in Kampung Bugis Village, Tanjungpinang City. TANJAK : Journal of Education and Teaching, 4(2), 105–116. https://doi.org/10.35961/tanjak.v4i2.1060
Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel : Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. 9, 2721–2731.
Sungkono, J., & Wulandari, A. A. (2022). Pembelajaran Teorema Limit Pusat Melalui Simulasi. Absis: Mathematics Education Journal, 4(2), 69–76. https://doi.org/10.32585/absis.v4i2.2520
Susilowati, H., Ratnaningrum, S. E. M. M., Si, M., Andriana, M., Kom, M., Hargyatni, T., & Sholihah, E. (2022). Kinerja Bisnis Umkm Di Era Digital Penerbit Cv. Eureka Media Aksara.
Ullah, W., Dong, H., Shah, A. A., Alotaibi, B. A., Khursid, M., & Nihei, T. (2024). Unseen suffering: Social injustice among women during climate-induced migration in Pakistan. Climate Risk Management, 46(August), 100663. https://doi.org/10.1016/j.crm.2024.100663
Valentina, V., Purnaningsih, N., & Hartoyo, H. (2023). The Influence of Personal Selling and Digital Marketing on The Formation of Brand Equity XYZ Insurance Jakarta Branch. Jurnal Aplikasi Bisnis Dan Manajemen, 9(2), 355–366. https://doi.org/10.17358/jabm.9.2.355
Wardana, A. W., Arum, S. A., & Saripah. (2022). Peranan perempuan pesisir terhadap perekonomian keluarga. Social Issues Quarterly, 1(1), 45–57. http://download.garuda.kemdikbud.go.id/article.php?article=3314317&val=29063&title=Peranan Perempuan Pesisir Terhadap Perekonomian Keluarga
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Juliedi Manuel Palenewen, Oktaviani Ramenusa, Pradipta Mandasari Parasan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
