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All Journal Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Martha Ardiyanto
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Engineering Law, Crime, Criminology & Criminal Justice

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Pemberdayaan UMKM Oemah Anglo melalui Implementasi Diversifikasi Usaha, Green Human Resource Management, dan Pemasaran Digital menuju Usaha Berkelanjutan Indra Hastuti; Indah Wahyu Utami; Martha Ardiyanto
Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Vol. 5 No. 3 (2026): September : Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jppmi.v5i3.2913

Abstract

This Community Service Program (PKM) aimed to empower Oemah Anglo Micro, Small, and Medium Enterprise (MSME) in Surakarta City through business diversification, Green Human Resource Management (Green HRM), and digital marketing strategies to improve competitiveness, operational efficiency, and business sustainability. Oemah Anglo, a traditional Javanese food enterprise, faces challenges including limited product innovation, low adoption of environmentally friendly production practices, and suboptimal utilization of digital marketing platforms. This program supports the achievement of Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 12 (Responsible Consumption and Production), while contributing to higher education performance indicators through research-based community engagement. The implementation methods included socialization, needs assessment, product diversification training, Green HRM training, digital marketing training through social media and online marketplaces, mentoring, and evaluation. The results showed increased participant knowledge and skills in developing innovative products, implementing sustainable production practices, and utilizing digital platforms to expand market access. The program also strengthened managerial capabilities and improved MSME competitiveness in responding to market changes. This initiative contributes to local economic empowerment by optimizing MSME potential and supporting sustainable, innovation-based economic development.
Co-Authors Indah Wahyu Utami Indra Hastuti