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All Journal Indonesian Journal of Community Empowerment
Fourinta, Ananda
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Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences Other

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Empowering Tobacco Entrepreneurs: Marketing Management Training in Garut Regency Isnawati, Isnawati; Herlianti, Anggun Oktavia; Setiawan, Rahyuniati; Rahmawati, Putri; Fourinta, Ananda
Indonesian Journal of Community Empowerment (IJCE) Vol 6 No 1 (2025): Indonesian Journal of Community Empowerment (Februari)
Publisher : Fakultas Kewirausahaan Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/ijce.v6i4.1119

Abstract

The training on marketing management for tobacco entrepreneurs in Garut Regency aimed to strengthen participants’ competencies in pricing, product differentiation, market segmentation, and digital marketing. Conducted at a central venue, the program involved entrepreneurs from multiple tobacco-producing areas and was supported by the Department of Industry and Trade (Disperindag) to enhance technical assistance and market access. A descriptive qualitative method was applied, employing in-depth interviews, focus group discussions, and participatory observation. Findings indicated a 28% average improvement in participants’ knowledge, alongside new initiatives such as adopting eco-friendly packaging and establishing collaborative marketing groups. Nevertheless, challenges were identified, including limited financial resources, resistance to innovation, and unequal internet connectivity. The participatory approach proved successful in stimulating innovation; however, sustained mentoring remains essential to ensure the long-term implementation of marketing strategies and to reinforce local economic resilience.
Co-Authors Herlianti, Anggun Oktavia Isnawati Isnawati Putri Rahmawati Setiawan, Rahyuniati