STRATEGI PEMASARAN PRODUK UMKM DI DESA SASAHAN UNTUK MENINGKATKAN PENJUALAN
Keywords:
UMKM, strategi pemasaran, pemberdayaan masyarakat, Desa SasahanAbstract
ABSTRAK
Merupakan bagian yang berisi ringkasan dari seluruh isi penelitian, mulai dari latar belakang, tujuan, metode, hasil, hingga kesimpulan. Kegiatan Pengabdian Kepada Masyarakat (PKM) ini dilaksanakan di Desa Sasahan, Kecamatan Waringinkurung, Kabupaten Serang, Banten, pada 9 Oktober 2025. Tujuannya membantu pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) meningkatkan penjualan melalui strategi pemasaran yang efektif. Permasalahan utama UMKM di Desa Sasahan adalah keterbatasan pemahaman tentang pemasaran modern dan pemanfaatan media digital. Metode kegiatan berupa pelatihan dan pendampingan dengan materi tiga pilar utama pengembangan usaha: pemasaran, sumber daya manusia, dan keuangan. Pelatihan dilakukan secara partisipatif melalui presentasi, diskusi, dan praktik menggunakan media sosial sebagai sarana promosi. Hasil kegiatan menunjukkan peningkatan pengetahuan peserta dalam strategi pemasaran digital dan pengelolaan usaha sederhana. Peserta mulai memanfaatkan WhatsApp Business dan Instagram untuk promosi produk. Kegiatan ini menumbuhkan semangat wirausaha dan memperkuat kolaborasi antara perguruan tinggi, pemerintah desa, dan masyarakat dalam pemberdayaan ekonomi lokal.
Keywords : UMKM, strategi pemasaran, pemberdayaan masyarakat, Desa Sasahan
ABSTRACT
Is a section that contains a summary of the entire contents of the research, starting from the background, objectives, methods, results, to conclusions. The Community Service Program (PKM) was held in Sasahan Village, Waringinkurung District, Serang Regency, Banten, on October 9th, 2025. It aimed to help Micro, Small, and Medium Enterprises (MSMEs) improve sales through effective marketing strategies. The main issues were the lack of understanding of modern marketing and the use of digital media. The activity was conducted through training and mentoring covering three key business pillars: marketing, human resources, and finance. The training used participatory methods such as presentations, discussions, and practice using social media for product promotion. The results showed improved knowledge of digital marketing and basic business management. Participants began promoting products via WhatsApp Business and Instagram. This activity fostered entrepreneurial motivation and strengthened collaboration between universities, village governments, and communities in supporting local economic empowerment.
Keywords : MSME, marketing strategy, community empowerment, Sasahan Village
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