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All Journal Pelayanan Unggulan: Jurnal Pengabdian Masyarakat Terapan
Bambang Hariawan
Universitas Semarang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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Penguatan Manajemen Bisnis dan Pemasaran Digital bagi Pelaku UMKM di Kelurahan Pleburan Kota Semarang Novianto Noegroho; Bambang Hariawan; Dwi Widi Pratito
Pelayanan Unggulan : Jurnal Pengabdian Masyarakat Terapan Vol. 3 No. 3 (2026): Agustus : Pelayanan Unggulan : Jurnal Pengabdian Masyarakat Terapan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/unggulan.v3i3.3585

Abstract

Micro, small, and medium enterprise (MSME) actors in Pleburan Urban Village, South Semarang District, encountered difficulties in preparing business plans, managing raw materials and packaging, and using digital media for marketing. This community service program aimed to improve their knowledge and ability to implement business management and digital marketing. The program was held on 12 December 2024 at SDN 02 Pleburan and involved 20 MSME representatives. Its stages included needs identification, counseling, discussion, business-plan simulation, and pre- and post-activity evaluation using a questionnaire. The materials covered business profiles, target markets, competitor analysis, marketing plans, operations, human resources, finance, and the use of digital media. Descriptive evaluation showed that business-management knowledge increased from 52% to 95%, a gain of 43 percentage points. Digital-marketing ability increased from 49% to 93%, a gain of 44 percentage points. Participants were also able to formulate basic business-plan components and identify promotional media suited to their products. These results indicate that counseling combined with discussion and simulation can strengthen MSME actors' practical understanding. Follow-up mentoring is nevertheless needed to ensure consistent implementation and measurable business development.
Co-Authors Novianto Noegroho Pratito, Dwi Widi