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All Journal KREATIF : Jurnal Ilmiah Prodi Manajemen Universitas Pamulang JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) JURNAL SeMaRaK Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat DEDIKASI PKM Jurnal Ekonomi Efektif Jurnal PADMA: Pengabdian Dharma Masyarakat Jurnal Arastirma Jurnal PKM Manajemen Bisnis Jurnal Abdi Masyarakat Humanis Jurnal PERKUSI: Pemasaran, Keuangan dan Sumber Daya Manusia Journal of Management, Accounting, and Administration
Komarudin Komarudin
Universitas Pamulang
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Segmentasi Pasar dalam Meningkatkan Penjualan Produk UMKM di Desa Situ Gadung Kabupaten Tangerang Reza Khairul Hadi; Komarudin Komarudin; Asep Sulaeman
Jurnal PKM Manajemen Bisnis Vol. 6 No. 1 (2026): Jurnal PKM Manajemen Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/pkmb.v6i1.1751

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting local economic development, but many face challenges in increasing sales due to limited marketing knowledge. In Desa Situ Gadung, Tangerang Regency, local traders often struggle to identify and target their market effectively, which hinders business growth. This community service activity aimed to improve the marketing capacity of MSME traders by introducing practical market segmentation strategies to enhance product sales. The program was conducted at Tajaul Karomatu School on November 7–8, 2025, and was implemented by three lecturers from Universitas Pamulang, involving 17 local traders as participants. The activity was carried out in three stages: preparation, implementation, and reporting. During the implementation stage, participants engaged in material presentations, practical exercises, group discussions, and question-and-answer sessions to ensure understanding and application of market segmentation principles. The results showed that participants gained a better understanding of identifying target customer groups, customizing products to meet consumer needs, and adopting appropriate promotional strategies for different market segments. They also actively applied these concepts in planning to increase their sales. This initiative not only enhanced the marketing skills of local traders but also promoted community engagement and contributed to sustainable economic development in Desa Situ Gadung.
Co-Authors Agus Suhartono Ahmad Subur Asep Suherman Asep Sulaeman Dayat Hidayat Denok Sunarsi Dini Putri Pratiwi Edi Purwanto Eni Puji Astuti Gusti Nugraha Prakoso Imma Primadia Kharisma Jomenta Subakti Kiki Dwi Wijayanti Lindawati Lindawati Moh Sutoro Mulyadi Mulyadi N Lilis Suryani Niko Purnomo Ninik Anggraini Paeno Paeno Raden Mohamad Herdian Bhakti Raden Puguh Asto Purwantoro Reni Hindriari Reza Khairul Hadi Rohim Matullah Usman San Ridwan Maulana Sinta Sulistiani Suharni Rahayu Suraya, Amthy Sutrisno Sutrisno Ugeng Budi Haryoko Volkan Salik Yani Kusliani Yossy Wahyu Indrawan