EMPOWERMENT OF PANIKI MARKET FISH TRADERS THROUGH DIGITAL MARKETING, SIMPLE FINANCIAL MANAGEMENT, COLD CHAIN-BASED FISH STORAGE, AND WASTE MANAGEMENT

Abstract

This community service program was carried out to increase the business capacity of fish seller groups in Paniki Market, Mapanget District, Manado City which faced various problems, especially the low use of digital technology for marketing, the absence of structured financial records, fish storage techniques that were not in accordance with cold chain standards, and waste management that did not provide added value. The selection of this topic is important because fish sellers in traditional markets have a strategic role in providing fresh food, but they are still lagging behind in the adoption of technology and hygienic business practices so that it has an impact on competitiveness, product quality, and business sustainability. The method of implementing activities is carried out through initial surveys, socialization, thematic training, direct demonstrations, field assistance, as well as knowledge evaluation and changes in business behavior. Activities include digital marketing training through the use of online communication media, daily financial recording training, training on fish storage techniques based on the principle of low temperature, and training on processing fish waste into organic fertilizer. The results of the activity showed an increase in the ability of sellers to create digital catalogs, conduct non-cash transactions, compile cash books, implement fish arrangement with the correct ice layer, maintain the cleanliness of the stalls, and process waste into useful products. In addition, there has been an increase in marketing reach, a decrease in fish damage, and improvements in traders' work patterns that are more systematic and hygienic. The discussion shows that a participatory and applicative approach is able to encourage real changes in daily business practices and have a direct impact on improving product quality, cost efficiency, and environmental sustainability. In conclusion, this program has succeeded in answering the needs of fish sellers through the application of simple but relevant technology, and is able to increase the competitiveness and professionalism of traders in traditional markets.