Digital Marketing Acceleration of Shopee for Lapeo Marlin Shredded Fish Products as a Catalyst for Economic Resilience and Independence of Local Communities

Lapeo Village, Campalagian District, Polewali Mandar Regency holds significant fishery potential, notably the processing of marlin fish into shredded fish (abon) by the Rezky Kuliner Lapeo Business Group. However, this potential is hindered by conventional marketing, simple packaging, and the absence of a Standard Operating Procedure (SOP). This partnership-based community service program aims to accelerate digital marketing via the Shopee platform, redesign product packaging, create a QRIS account for non-cash transactions, and compile operational SOPs to build resilience and economic independence for both productive partners (Rezky Kuliner Lapeo) and non-productive partners (PKK Pokja III Lapeo Village). The implementation methods included socialization, intensive training, daily technical assistance, and data-driven evaluation based on data analytics. The results indicated a significant increase in partners' capacity: the creation of a competitive new visual identity with marketable standing pouch variations, implementation of payments via QRIS barcode scans, the formulation of SOP documents implemented in up to 80% of business activities, and the operation of an official store on Shopee. The most accelerated result was demonstrated by the performance of the Shopee store, which recorded its first sale within one week after the Shopee account was verified and declared active. The active involvement of PKK Pokja III as a digital promotion support team further reinforces the sustainable self-reliance of the village economy.