Implementasi Human Capital Management dan Strategi Pemasaran Dalam Melahirkan Kembali Kampung Sulak Kelurahan Blabak Kota Kediri

Abstract

The background for the implementation of community service in the Bulurejo environment, Blabak Village, Pesantren District, Kediri City, because this village is already well-known as a village for producing sulak crafts. However, the business life of the craftsmen did not develop and even the residents stated that they were in "daying". The problems faced by craftsmen are the weak organization of craftsmen and limited marketing. Skills that have been passed down from generation to generation really need to be developed with innovative human resource management and digital marketing management. The partnership network with officials and fellow SMEs has not been maximally carried out by craftsmen because craftsmen groups have not yet been formed. The solution to overcome these problems in this service uses training and mentoring methods on an ongoing basis in the fields of human capital management, marketing management, financial management, and digital marketing. The birth of a sociopreneur in the craftsmen's environment was followed by the village branding strategy. Increased knowledge of the craftsmen in the areas of HR, finance, and digital marketing, as evidenced by the unification of the determination and thoughts of the craftsmen with the formation of a group of Sulak Bulu Makmur craftsmen and the branding "Kampung Sulak Bulu Makmur" for the products they produce. Sociopreneurs who were born from this activity were able to mobilize craftspeople to get NIB (Business Permit Numbers), have a shopee account, and drive marketing through social media.