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(Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya, Indonesia)(2) Mohamad Yusak Anshori
(Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya, Indonesia)(3) Rachma Rizqina Mardhotillah
(Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya, Indonesia)(4) Mukhtar Adinugroho
(Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya, Indonesia)(5) Mohamad Rijal Iskandar Zhulqurnain
(Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya, Indonesia)(6) Hidayatul Khusnah
(Program Studi Akuntansi, Universitas Nahdlatul Ulama Surabaya, Indonesia)*corresponding author
AbstractKediri, salah satu kota di Jawa Timur, memiliki UMKM yang beragam, tetapi juga menghadapi masalah serupa. Pemerintah setempat telah berupaya meningkatkan kinerja UMKM melalui akses keuangan lebih mudah dan promosi produk. Namun, di desa Karangrejo, Kediri, UMKM menghadapi kendala keterbatasan akses keuangan, kurangnya pengetahuan manajemen, dan kurangnya pengembangan bisnis. Untuk mengatasi ini, Tim Pengabdian Masyarakat FEBTD UNUSA membantu dengan pelatihan dan pengembangan strategi, terutama dalam bidang Marketing Communication (MarCom). MarCom adalah alat penting untuk mempromosikan produk UMKM. Ini mencakup branding, komunikasi pemasaran, hubungan pelanggan, promosi langsung, dan konten pemasaran. Dalam dunia digital, MarCom digital menjadi kunci sukses. Ini membantu UMKM menjangkau pasar yang lebih luas, efisien biaya, meningkatkan brand awareness, menargetkan konsumen tepat, dan memungkinkan pengukuran yang akurat. UMKM di Karangrejo, Kediri, memiliki masalah manajemen, kurangnya strategi pemasaran, dan keterbatasan dana. Mereka perlu memperkuat manajemen, mengembangkan strategi pemasaran, mencari sumber dana tambahan, memanfaatkan teknologi, dan melakukan riset pasar yang lebih baik. Dukungan dari pemerintah, sektor swasta, dan masyarakat penting untuk membantu UMKM mengatasi tantangan ini. Melalui upaya bersama, UMKM di Karangrejo dapat tumbuh dan berkontribusi lebih besar terhadap pertumbuhan ekonomi nasional.
Abstract: Kediri, a city in East Java, has a variety of MSMEs, but also faces similar problems. The local government has made efforts to improve the performance of MSMEs through easier access to finance and product promotion. However, in Karangrejo village, Kediri, MSMEs face limited financial access, lack of management knowledge, and lack of business development. To overcome this, the FEBTD UNUSA Community Service Team helps with training and strategy development, especially in the field of Marketing Communication (MarCom). MarCom is an important tool for promoting MSME products. This includes branding, marketing communications, customer relations, direct promotion and content marketing. In the digital world, MarCom digital is the key to success. This helps MSMEs reach a wider market, is cost efficient, increases brand awareness, targets the right consumers, and enables accurate measurement. SMEs in Karangrejo, Kediri, have management problems, lack of marketing strategies, and limited funds. They need to strengthen management, develop marketing strategies, seek additional funding sources, utilize technology, and conduct better market research. Support from the government, the private sector and the community is important to help MSMEs overcome this challenge. Through joint efforts, MSMEs in Karangrejo can grow and contribute more to national economic growth. KeywordsMarketing Communication; Marketing; Digitalization
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DOIhttps://doi.org/10.47679/ib.2023622 |
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Copyright (c) 2023 Denis Fidita Karya, Mohamad Yusak Anshori, Rachma Rizqina Mardhotillah, Mukhtar Adinugroho, Mohamad Rijal Iskandar Zhulqurnain, Hidayatul Khusnah
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