Pengembangan Strategi Pemasaran Berkelanjutan Produk Lokal Koperasi Merah Putih Ciambar Berbasis Prinsip Sustainable Development.
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Abstract
Pengabdian kepada Masyarakat (PkM) dilaksanakan di Koperasi Desa/Kelurahan Merah Putih Ciambar, Kabupaten Sukabumi. Kegiatan ini bertujuan meningkatkan kapasitas pelaku UMKM melalui penguatan branding produk berkelanjutan, literasi digital, penerapan strategi STP (segmentation, targeting, positioning), serta sistem pencatatan sederhana untuk mendukung aspek keberlanjutan. Peserta berjumlah 15 orang dengan metode penyuluhan, pelatihan interaktif, diskusi, simulasi bisnis, dan pendampingan. Hasil kegiatan menunjukkan peningkatan pemahaman peserta mengenai branding ramah lingkungan, pemasaran digital, pengembangan jaringan distribusi, dan penerapan prinsip sustainable development dalam pemasaran produk koperasi. Antusiasme peserta selama pelatihan menunjukkan efektivitas program. Kegiatan ini diharapkan menjadi model pengembangan UMKM yang tangguh, inovatif, dan berdaya saing dalam mendukung pertumbuhan ekonomi lokal yang berkelanjutan.
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