Sari Wulandari, Atya Nur Aisha, Litasari Widyastuti Suwarsono

Pendampingan Manajemen Pemasaran Terpadu pada Perkumpulan Pengusaha Kecil dan Menengah (PPKM) Kabupaten Bandung

Introduction

Pendampingan manajemen pemasaran terpadu pada perkumpulan pengusaha kecil dan menengah (ppkm) kabupaten bandung. Bantu UMKM PPKM Kab. Bandung tingkatkan pemasaran terpadu. Pelatihan ini kuatkan pengetahuan & keterampilan pengusaha untuk atasi penjualan offline & kembangkan bisnis pasca-Covid-19.

Abstract

Krisis Covid-19 berdampak pada situasi kestabilan ekonomi UMKM, termasuk para pelaku usaha yang tergabung dalam PPKM Kabupaten Bandung. Permasalahan yang dihadapi mayoritas usaha masih mengandalkan transaksi penjualan secara offline. Selain itu, belum menerapkan praktik pemasaran yang optimal, dikarenakan pemahaman mengenai konsep manajamen pemasaran yang kurang. Untuk membantu penyelesaian masalah tersebut, dirumuskan kegiatan pengabdian masyarakat yang bertujuan agar meningkatkan pengetahuan dan keterampilan pelaku usaha mengenai manajemen pemasaran. Kegiatan pengabdian masyarakat diselenggarakan dalam bentuk pelatihan selama tiga hari secara luring, dengan delapan materi yang disampaikan. Feedback yang diberikan atas kegiatan, seluruh peserta memberikan respon positif mengenai kesesuaian antara program dengan kebutuhan peserta. Program pengabdian masyarakat ini diharapkan dapat dikembangkan dan dilanjutkan dengan rangkaian kegiatan penguatan bisnis UMKM.

Review

This abstract presents a timely and highly relevant community engagement initiative aimed at enhancing integrated marketing management capabilities for small and medium enterprises (SMEs) within the PPKM Kabupaten Bandung. The core problem identified, namely the economic instability caused by the COVID-19 crisis, coupled with SMEs' over-reliance on offline transactions and insufficient understanding of marketing concepts, highlights a critical need. The project's objective to boost the knowledge and skills of these entrepreneurs in marketing management is well-aligned with contemporary demands for business resilience and adaptation in a rapidly evolving market. A significant strength of this program lies in its direct and practical approach to addressing an identified knowledge gap. The methodology, structured as a three-day offline training covering eight specific modules, appears comprehensive and well-suited for hands-on learning. The immediate positive feedback from all participants, emphasizing the strong alignment between the program content and their expressed needs, underscores the effectiveness of the intervention and the thoroughness of the initial needs assessment. This suggests that the training was not only well-received but also perceived as highly valuable and applicable by the beneficiaries. While the abstract clearly outlines the problem, intervention, and immediate positive participant reception, a full journal article would benefit from more concrete measures of impact. For instance, detailing specific outcomes beyond general positive feedback, such as quantitative improvements in marketing understanding (e.g., via pre- and post-assessments) or initial implementation of new marketing practices, would significantly strengthen its scientific contribution. The stated aspiration for the program to be developed further and continued with business strengthening activities is commendable, and future reporting should elaborate on how these long-term follow-up mechanisms will be structured to ensure sustained growth and measurable economic impact for the SMEs.

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