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Abstract
Mekarsari Village is one of the villages with diverse business potential. The products produced range from food and bamboo handicrafts to clothing convection. However, the problem is that the community has yet to be able to market their business products widely. This research aims to increase the role of Village-Owned Enterprises (BUMDes) by creating a booklet containing business potential in Mekarsari Village. The method used in this research is in-situ observation of villagers and surveys of other hamlets to find out the livelihoods of people in the surrounding area. After conducting field observations, data was collected through qualitative interviews with Mekarsari villagers who work as producers of clothing, shelter, and food. The results showed that booklet making is an effective means to realize the marketing of processed products produced in Mekarsari Village. In addition to being a promotional medium, the booklet also shapes positive perceptions and builds mutual support for sustainable economic development in Mekarsari Village.
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Copyright (c) 2025 Anissa Lestari Kadiyono, Gloria Kantate, Marsanda Zahra, M. Farras Maksum, Wahyu Susanto, Ivana Meilina, Ragnar Pasha, Alya Tasmira
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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References
Afandi, A., Laily, N., Wahyudi, N., Umam, M. H., Kambau, R. A., Rahman, S. A., & Sudirman, M. (2022). Metodologi pengabdian masyarakat. Direktorat Pendidikan Tinggi Keagamaan Islam Direktorat Jenderal Pendidikan Islam Kementerian Agama RI.
Baker, L. M. (2006). Observation: A complex research method. Library Trends, 55(1), 171–189. https://doi.org/10.1353/lib.2006.0045
Constantinides, E. (2006). The marketing mix revisited: Towards the 21st century marketing. Journal of Marketing Management, 22(3–4), 407–438. https://doi.org/10.1362/026725706776861190
Hasanah, H. (2017). Teknik-teknik observasi (sebuah alternatif metode pengumpulan data kualitatif ilmu-ilmu sosial). At-Taqaddum, 8(1), 21–46. https://doi.org/10.21580/at.v8i1.1163
Kamil, R. (2022). Research on MSMEs in Indonesia: Bibliometric analysis. International Journal of Scientific Research in Science and Technology, 9(5), 227–235. https://doi.org/10.32628/ijsrst229527
Kania, I., Anggadwita, G., & Alamanda, D. T. (2021). A new approach to stimulate rural entrepreneurship through village-owned enterprises in Indonesia. Journal of Enterprising Communities: People and Places in the Global Economy, 15(4), 533–550. https://doi.org/10.1108/JEC-07-2020-0137
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.
Mihardja, K. A., & Hikmat, H. (2003). Participatory research appraisal dalam pelaksanaan pengabdian kepada masyarakat. Humaniora Utama Press.
Kusumaningtyas, A. (2020). Promoting Luminor Hotel Pahlawan, Sidoarjo to its target market using a marketing booklet. Kata Kita: Journal of Language, Literature, and Teaching, 8(3), 248–261. https://doi.org/10.9744/katakita.8.3.248-261
Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and Finance, 11, 335–340. https://doi.org/10.1016/S2212-5671(14)00201-9
Manggu, B., & Beni, S. (2020). The impact of village-owned enterprises (BUMDes) in strengthening local economy in the border village of Sebente, Bengkayang Regency. Pendidikan Ekonomi, 18(3), 24–35. https://doi.org/10.31253/pe.v18i3.389
Noor, I. H. (2010). Penelitian dan pengabdian masyarakat pada perguruan tinggi. Jurnal Pendidikan dan Kebudayaan, 16(3), 285–297. https://doi.org/10.24832/jpnk.v16i3.456
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2009). Handbook of qualitative research (Terj. Dariyatno, dkk.). Pustaka Pelajar. (Karya asli diterbitkan 1994)
Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan media sosial sebagai media promosi. Jurnal Common, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.183
Rangkuti, F. (2009). Strategi promosi yang kreatif dan analisis kasus integrated marketing communication. PT Gramedia Pustaka Utama.
Sofaer, S. (1999). Qualitative methods: What are they and why use them? Health Services Research, 34(5 Pt 2), 1101–1118. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1089055/
Wicaksono, B. (2022). Determinants of micro, small, and medium enterprises: The case of an emerging economy in Indonesia. Ecoplan, 5(2), 123–134. https://doi.org/10.20527/ecoplan.v5i2.546