Pemberdayaan Pelaku UMKM Melalui Program Pemasaran dan Digitalisasi di Kelurahan Tosaren
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Abstract
This service was carried out in Tosaren Village, Kediri City, focusing on empowering Micro, Small and Medium Enterprises (MSMEs) through marketing and digitalization programs in Tosaren Village. This MSME empowerment program aims to increase consumer buying interest in the MSMEs studied. The methods used include observation, interviews, Focus Group Discussion (FGD), and triangulation techniques for data validation. The results of the service carried out aim to increase the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Tosaren Village, Kediri City, with a focus on MSMEs of Bu Tutik Salted Egg and Gethuk Crispy by Dapur Elsa which are experiencing problems in marketing and show that the implementation of the right marketing strategy, including strengthening branding and the use of digital platforms (google sites), can increase the visibility and appeal of the product. The conclusion of this service emphasizes that empowering MSMEs through digitalization and effective marketing strategies is very important to support economic growth in Tosaren Village. This result is expected to be a reference for other MSME actors in optimizing their business potential.
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