Digital Marketing Strategy Mentoring to Enhance Product Competitiveness at PT. Jaya Cocofiber Indonesia

Abstract

PT. Jaya Cocofiber Indonesia, a coconut fiber processing company in Pamekasan Regency, has considerable potential to expand its market through digital marketing. However, the company faced several challenges, including the absence of an integrated digital marketing strategy, inconsistent social media management, an unoptimized website, and the lack of a structured content calendar. This community service program aimed to strengthen the company's digital marketing capacity through mentoring and the implementation of an integrated digital marketing strategy. The program employed a Participatory Action Research (PAR) approach consisting of five stages: needs assessment, strategy development, mentoring, strategy implementation, and evaluation. The results showed that the partner successfully developed a structured digital marketing strategy, improved social media management, implemented a content calendar, optimized the company website and Google Business Profile, and enhanced knowledge and practical skills in digital marketing management. These improvements increased the partner's readiness to utilize digital platforms for business promotion, corporate branding, and market expansion, particularly in export markets. Therefore, the mentoring program effectively strengthened the partner's digital marketing capacity and established a foundation for sustainable business competitiveness through digital transformation.