Strategi Segmentasi Pasar dalam Meningkatkan Penjualan Produk UMKM di Desa Situ Gadung Kabupaten Tangerang
DOI:
https://doi.org/10.37481/pkmb.v6i1.1751Keywords:
Market Segmentation, MSME, Sales Improvement, Community Empowerment, Desa Situ GadungAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting local economic development, but many face challenges in increasing sales due to limited marketing knowledge. In Desa Situ Gadung, Tangerang Regency, local traders often struggle to identify and target their market effectively, which hinders business growth. This community service activity aimed to improve the marketing capacity of MSME traders by introducing practical market segmentation strategies to enhance product sales. The program was conducted at Tajaul Karomatu School on November 7–8, 2025, and was implemented by three lecturers from Universitas Pamulang, involving 17 local traders as participants. The activity was carried out in three stages: preparation, implementation, and reporting. During the implementation stage, participants engaged in material presentations, practical exercises, group discussions, and question-and-answer sessions to ensure understanding and application of market segmentation principles. The results showed that participants gained a better understanding of identifying target customer groups, customizing products to meet consumer needs, and adopting appropriate promotional strategies for different market segments. They also actively applied these concepts in planning to increase their sales. This initiative not only enhanced the marketing skills of local traders but also promoted community engagement and contributed to sustainable economic development in Desa Situ Gadung.
References
Al-Atsari, M., Fitriani, D., & Djuniardi, A. (2023). Digital Marketing dan Kinerja UMKM di Era Modern. Jurnal Pemasaran dan Bisnis, 10(4), 45–59.
Asdi, R. (2024). Strategi Pemasaran UMKM di Indonesia. Jurnal Ekonomi dan Bisnis, 15(2), 101–115.
Fadhillah, A., Anam, S., & Mashudi, H. (2023). Implementasi STP dalam Peningkatan Penjualan UMKM. Jurnal Manajemen Bisnis, 12(1), 56–70.
Lestari, D., & Abdurrohman, M. (2024). Tantangan UMKM Desa dalam Pemasaran Digital. Jurnal Ekonomi Kreatif, 8(3), 88–102.
Lestari, K. D., & Abdurrohman, A. (2025). Analisis segmentasi pasar pada UMKM kuliner “Sobat Tombo Blangkem” di Desa Sembungin Bancar Tuban. Journal of Management, Accounting, and Administration, 1(4), 258–266.
Manggu, B., & Beni, S. (2021). Analisis penerapan segmentasi, targeting, positioning (STP) dan promosi pemasaran sebagai solusi meningkatkan perkembangan UMKM Kota Bengkayang. Sebatik, 25(1), 27–34.
Nurjannah, S., Nugraha, A., & Rizzalul, R. (2024). Segmentasi Pasar dan Peningkatan Relevansi Produk UMKM. Jurnal Pemasaran Indonesia, 9(2), 77–91.
Partini, S. T., Mulyani, & Hasanah, C. M. (2024). Strategi pemasaran UMKM Kyon Pocha Subang. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital (JIMaKeBiDi), 1(3), 234–243.
Pestalozi, D., Sakti, R. E., & Maydita, S. (2024). Strategi peningkatan segmentasi pasar digital berbasis web pada UMKM Batik Alpukat Universitas PGRI Silampari. Journal of Economic, Business and Accounting (COSTING), 8(2), 115 127.
Prasetyo, A. (2023). Penerapan STP untuk Optimalisasi Penjualan UMKM. Jurnal Wirausaha dan Manajemen, 11(1), 33–48.
Rahmawati, C. F., & Kussudyarsana, K. (2024). Analisis strategi pemasaran terhadap peningkatan penjualan UMKM sektor fashion di Beteng Trade Center pada era digital. Community Engagement and Emergence Journal (CEEJ), 6(4), 2243 2264.
Santoso, B. (2022). Strategi Segmentasi Pasar pada UMKM Kuliner. Jurnal Bisnis dan Manajemen, 6(3), 120–134.
Shoib, A. As, Dewi, A. P., Prista, D., Wahyu, F. D., & Sudarmiatin. (2024). Analisis strategi pemasaran STP pada UMKM pengrajin keramik (Studi Kasus UMKM Denis Souvenir Sulastri). Jurnal Bintang Manajemen, 2(4), 91–98.
Yunsepa, Y., & Saputra, J. (2023). Pengaruh marketing model segmenting, targeting dan positioning terhadap strategi pemasaran pada UMKM Kopi Mentari di Baturaja. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 436–445.
