Strategi Pemasaran untuk Peningkatan Usaha Mikro di Desa Mlese  Kecamatan Gantiwarno Kabupaten Klaten

Henry Sarnowo; Gesty Ernestivita; Rini Raharti; Danang Sunyoto; Cahya Wahyu Saputra

Authors

Henry Sarnowo Universitas Janabadra
Gesty Ernestivita Universitas Janabadra
Rini Raharti Universitas Janabadra
Danang Sunyoto Universitas Janabadra
Cahya Wahyu Saputra Universitas Janabadra

Keywords:

micro-enterprises, marketing strategy, marketing mix, community service, rural economy

Abstract

Micro-entrepreneurs (specializing in local snacks) in Mlese Village, Gantiwarno District, Klaten Regency, faced significant challenges following the COVID-19 pandemic. These included low motivation to resume business operations and a lack of understanding regarding effective, sustainable marketing strategies—issues that negatively impacted sales figures and, consequently, the economic well-being of both the entrepreneurs and the village. This community service initiative aimed to boost the entrepreneurs' motivation and provide insights into effective, sustainable marketing strategies. The results demonstrated an increase in both motivation and understanding regarding the implementation of such strategies, specifically the marketing mix (4P or 7P). By adopting these effective and sustainable strategies, the entrepreneurs have the potential to expand their businesses, thereby improving their own economic conditions and contributing to the village's economy. Overall, the program successfully motivated the entrepreneurs and equipped them with the knowledge to independently implement effective and sustainable marketing strategies.

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