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All Journal Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka
Anna Kridaningsih
Faculty of Economics, Mayjen Sungkono University, Mojokerto
Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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GREEN MARKETING IMPLEMENTATION AND HUMAN RESOURCE STRENGTHENING FOR MSMES IN BAKALAN VILLAGE Anna Kridaningsih; Adil Abdillah; Nidya Rizkawati; Eny Rachmawati; Eny Nuraeni; Diah Cahyani
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 03 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i03.2346

Abstract

This community service study aims to implement green marketing strategies and strengthen human resources (HR) capacity to improve the competitiveness of micro, small, and medium enterprises (MSMEs) in Bakalan Village, Gondang District, Mojoke rto Regency. The method used is a participatory approach through Participatory Action Research (PAR), involving stages of problem identification, program planning, implementation, and evaluation. Data collection techniques include observation, interviews, question naires (pre-test and post-test), and documentation. The results show a significant increase in participants’ understanding of green marke ting, accompanied by improvements in environmentally friendly packaging, product branding, & digital marketing pract ices. The fin dings indicate that the integration of green marketing strategies and HR strengthening has a positive impact on MSME performance and sustainability. This contributes to the develop ment of sustainable marketing & MSME empowerment models based on community.
Co-Authors Adil Abdillah Diah Cahyani Eny Nuraeni Eny Rachmawati Nidya Rizkawati