Improving Marketing Strategies for MSMEs in Jambenenggang Village, Sukabumi Regency

Abstract

Micro, Small, and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, especially in improving the welfare of rural communities. However, many MSMEs in remote areas, such as Jambenenggang Village, Sukabumi Regency, face challenges in marketing their products. This research aims to improve marketing strategies for MSME actors in the village through Community Service (PKM) activities carried out by students and lecturers of Mitra Bangsa University (UMIBA). This PKM activity is focused on increasing the understanding of MSME actors about digital marketing, branding, and product packaging to increase the competitiveness of local products. The method used is action research with a qualitative approach through interviews, observations, and focus group discussions. The results of the study show that MSME actors have experienced a significant increase in understanding of digital marketing and have begun to apply social media and marketplaces as promotional channels. In addition, participants also managed to improve their branding and product packaging to attract consumers' attention. Several MSMEs reported an increase in sales turnover after implementing the marketing strategies studied. However, limited internet access and difficulties in the consistency of digital marketing management are challenges that need to be overcome. This research makes an important contribution to the development of MSMEs in remote villages and provides recommendations for continuous assistance to optimize the marketing of their products in a wider market.