FROM TRADITION TO MARKET: OVERCOMING DIGITAL BARRIERS IN THE TEH GURAH BUSINESS UNIT OF WUKIRSARI VILLAGE

Abstract

This article presents a community service initiative focused on empowering local community involved in the production of teh gurah, a traditional herbal tea, in Wukirsari Village, Bantul, Yogyakarta. The initiative aimed to support the growth and sustainability of the teh gurah microenterprise by addressing key challenges such as the absence of digital marketing strategies, limited human resource capacity, and lack of continuity in online sales management. Using participatory observation as the primary method, the study captured insights into the operational dynamics and obstacles faced by the community. Findings emphasize the urgent need for digital literacy training, capacity development in e-commerce and branding, and institutional strategies to sustain marketing efforts beyond temporary programs. Despite current limitations, the teh gurah business unit holds strong potential for broader market engagement through the adoption of online marketing tools and improved organizational continuity. The project demonstrates how digital empowerment, when integrated with traditional knowledge, can contribute to the economic sustainability of rural women’s enterprises.