ABSTRACT
Research on the communication strategy for empowering coconut sugar farmers with digital media during the COVID-19 pandemic period is felt to be very necessary to ensure the sustainability of coconut sugar production in Banyumas. Strategic efforts to maintain coconut sugar production with all its problems will be the focus of this paper. Research with case studies used in-depth interviews, focus group discussions (FGDs), and documentation as data collection techniques. The results show a strategy to instill the entrepreneurial spirit begin to the profession of Nira picker so that the raw material for coconut sugar can constantly establish communication with coconut sugar farmer groups, and collaborate with stakeholders as strategic partners to accommodate the production and promote coconut sugar to the outside of their area through social media.
