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All Journal Jurnal Pengolahan Hasil Perikanan Indonesia Jurnal Ilmu dan Teknologi Kelautan Tropis Media Teknologi Hasil Perikanan Torani Journal of Fisheries and Marine Science Jurnal Pengabdian UntukMu NegeRI Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Fish Protech Jurnal Kelautan dan Perikanan Terapan (JKPT) JURNAL AGRIBISNIS DAN KOMUNIKASI PERTANIAN (Journal of Agribusiness and Agricultural Communication) Jurnal Lemuru : Jurnal Ilmu Perikanan dan Kelautan Indonesia Jurnal Abdi Insani PELAGICUS: Jurnal IPTEK Terapan Perikanan dan Kelautan Juvenil: Jurnal Ilmiah Kelautan dan Perikanan Jurnal Perikanan KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Andi Noor Asikin
Universitas Mulawarman
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Penguatan Manajemen Pemasaran dalam Meningkatkan Daya Saing Produk Unggulan di Desa Muara Telake Kabupaten Paser Fitriyana Fitriyana; Andi Noor Asikin; Indah Sriwahyuni; Yulianti Yulianti
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 5 No. 3 (2025): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v5i3.8425

Abstract

The wives of fishermen in Muara Telake Village, Paser Regency, have significant potential to develop local specialty products. However, their competitiveness remains low due to weak marketing management, limited business knowledge, and uninnovative packaging. This Community Service (PKM) program was carried out with the aim of strengthening the marketing management of local superior products in Muara Telake Village, Paser Regency. The main problems faced by the partners were weak marketing strategies, limited knowledge of business management, and a lack of innovation in product packaging, which had an impact on low competitiveness in both local and regional markets. The implementation method used a participatory approach through several stages, including needs analysis, marketing management training, assistance in digital promotion management, and training in product design and packaging that meet market standards. The results of the program indicate an improvement in the partners understanding of marketing strategy planning, their ability to manage digital-based promotion, and their skills in developing more attractive and consumer-oriented packaging. This capacity strengthening is expected to enhance the competitiveness of local superior products, expand market reach, and contribute to improving the income of fishing communities. Therefore, this PKM not only provides practical solutions to marketing problems, but also supports sustainable economic empowerment for coastal communities.
Co-Authors Almuis, Almuis Andi Nikhlani Anggi, Anggi Arsyad, Ridwan Diachanty, Seftylia Durahman, Nur Ismalia Erwiantono Fadli Fadli Febrianti, Aulia Fitriyana Fitriyana Fitriyana, Fitriyana Fitryana, Fitryana Gina Saptiani Hafid, Muhamad Hafidzah, Yumna Nurhanita Henny Pagoray, Henny Heru Susilo Ilmiani Rusdin Indah Sriwahyuni Indrati Kusumaningrum Indrati Kusumaningrum Indrati Kusumaningrum Indrati Kusumaningrum Indrati Kusumaningrum Indrati Kusumaningrum, Indrati Irawan, Irman Ita Zuraida Jailani Jailani Jawatir Pardosi Juilani,  Juilani Julinda Romauli Manullang Kartika Kartika Mismawati, Andi Muhammad Syahrir R Pamungkas, Bagus Fajar Perdana, M Rizky Irma Reni, Zepherina Rudy Agung Nugroho Rusdin, Ilmiani Said Abdusysyahid Seftylia Diachanty Septiana Sulistiawati Suryawinata, Aldo Yulianti Yulianti