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All Journal Nuras : Jurnal Pengabdian Kepada Masyarakat
Ratu Erlina Gentari
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Serang Raya, Jalan Raya Serang-Cilegon Km. 5, Serang, Banten 42162, Indonesia
Humanities Education Environmental Science Social Sciences

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Sharing Session dengan Pelaku UMKM Obyek Wisata Baduy dalam Meningkatkan Daya Beli Wisatawan Lina Marliana Dewi; Ratu Erlina Gentari; Deviyantoro Deviyantoro; Wahyuddin Wahyuddin
Nuras : Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 3 (2026): July (In Progress)
Publisher : Lembaga Pendidikan, Penelitian, dan Pengabdian Kamandanu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/nuras.v6i3.1631

Abstract

This Community Service (PkM) initiative aims to enhance the non-digital marketing capacity of MSME operators in the Baduy Dalam traditional tourism area by strengthening cultural storytelling, product display, service excellence, and interpersonal communication. The activities were conducted over 30 days using a participatory approach featuring sharing sessions and discussion forums involving 35 MSME operators. Needs assessment was carried out through seven days of participatory observation and interviews with 10 MSME operators. Evaluation results indicate an 80% program success rate, with a 70% increase in participant knowledge. Seven participants (70%) successfully applied cultural storytelling techniques, and eight participants (80%) were able to arrange product displays in accordance with the training material. These findings demonstrate that a non-digital marketing approach aligned with traditional values ​​contributes to enhancing the capacity of MSME operators to market their products in a more communicative and engaging manner. The program holds the potential to strengthen the competitiveness of local products while supporting the sustainability of cultural tourism in Kanekes Village.
Co-Authors Deviyantoro Deviyantoro Lina Marliana Dewi Wahyuddin Wahyuddin