Pemberdayaan Komunitas melalui Inovasi Pemasaran Produk Kreatif Lokal Disekitar Gerakan Pemuda Ansor Wilayah Kecamatan Pagedangan
DOI:
https://doi.org/10.37481/pkmb.v6i2.2417Keywords:
Community Empowerment, Creative Products, Local Products, Marketing Innovation, MSMEsAbstract
Local creative products produced by Micro, Small, and Medium Enterprises (MSMEs) have considerable potential to support community economic development. However, limited marketing knowledge, particularly in utilizing innovative and digital marketing strategies, remains a challenge for MSME actors in the Pagedangan area. This community service activity aimed to empower members of Gerakan Pemuda Ansor (GP Ansor) who manage MSMEs by improving their knowledge and practical skills in marketing local creative products through innovative approaches. The activity was conducted at the GP Ansor Pagedangan Office on March 28–29, 2026, involving five lecturers and students from the Management Study Program, Universitas Pamulang, as facilitators and 18 GP Ansor members who work as MSME actors as participants. The implementation method consisted of three stages: preparation, implementation, and reporting. During the implementation stage, activities were carried out through material presentations, practical sessions, discussions, and question-and-answer sessions focusing on product marketing innovation and strategies for promoting local creative products. The results indicated that the activity increased participants’ understanding of innovative marketing concepts and strengthened their practical ability to identify marketing opportunities, develop promotional approaches, and utilize appropriate marketing media. The activity also encouraged participants to become more active and adaptive in developing their businesses and expanding the market reach of local creative products.
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