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All Journal AGRISAINTIFIKA Jurnal Ilmu-ilmu Pertanian Community Development Journal: Jurnal Pengabdian Masyarakat
Varian, Ahmad
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Education Health Professions Materials Science & Nanotechnology Public Health

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PENGEMBANGAN UMKM RENGGINANG SEBAGAI PRODUK UNGGULAN DESA MOJOPITU UNTUK MENINGKATKAN PEREKONOMIAN KELUARGA Isnatin, Umi; Varian, Ahmad; Khuluq, Muhammad Sirrul; Sasongko, Muhammad Rafi Dhiaulhaq
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 3 (2025): Volume 6 No 3 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i3.46437

Abstract

UMKM memiliki peran penting dalam perekonomian daerah, termasuk di Desa Mojopitu, Ponorogo, yang memiliki berbagai usaha rumahan seperti produksi rengginang. Namun, UMKM ini menghadapi tantangan dalam aspek sanitasi, higienitas, kemasan, dan pemasaran digital. Pengabdian masyarakat ini bertujuan untuk meningkatkan kualitas produk dan daya saing UMKM Pengolahan Rengginang Mojopitu melalui sosialisasi sanitasi dan higienitas, inovasi pengemasan dan pelabelan, serta pemasaran digital. Kegiatan dilakukan melalui metode Focus Group Discussion (FGD) dengan melakukan Pendampingan higienitas saat saat pembuatan Rengginanng, Pendampingan desain label dan kemasan, dan Pendampingan pemasaran UMKM rengginag. Sosialisasi sanitasi dan higienitas menunjukkan peningkatan pemahaman peserta, dibuktikan dengan kenaikan skor post-test dibanding pre-test. Inovasi pengemasan meliputi desain label yang lebih informatif dan kemasan yang lebih menarik. Strategi pemasaran digital diterapkan melalui Facebook Marketplace untuk memperluas jangkauan pasar. Hasil program ini menunjukkan bahwa pemilik UMKM mampu menerapkan praktik produksi yang lebih higienis, memiliki kemasan yang lebih profesional, serta memahami penggunaan platform digital untuk pemasaran. Dengan demikian, program ini berkontribusi dalam peningkatan daya saing UMKM dan diharapkan dapat menjadi model pemberdayaan bagi usaha kecil lainnya
ANALYTICAL HIERARCHY PROCESS (AHP) APPROACH IN DETERMINING PRODUCT-BASED MARKETING STRATEGIES FOR MSMEs Nurfadila, Agustin Rani; Varian, Ahmad; Negara, Palmadi Putri Surya; Dwicahyo, Agung
Agrisaintifika: Jurnal Ilmu-Ilmu Pertanian Vol. 9 No. 3 (2025): Agrisaintifika
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/ags.v9i3.7071

Abstract

One of the priorities of development in the Government Work Plan is the development of Micro, Small, and Medium Enterprises (MSMEs). This research aims to formulate a marketing strategy for the MSME engaged in processing rengginang in Mojopitu Village, Slahung District, Ponorogo Regency, in order to enhance competitiveness and expand market reach. MSMEs play a strategic role in the regional economy, especially in creating jobs and driving economic growth. One of the MSMEs in Mojopitu Village produces rengginang, which still faces various challenges in marketing. The method used is the Analytical Hierarchy Process (AHP) supported by Microsoft Excel to analyze the best marketing strategies based on interviews with experts and MSME practitioners. Primary data was obtained through direct interviews, while secondary data was collected from literature reviews and related reports. The research results indicate that the main factor with priority is the product with a maximum weight of 0.666, showing that product innovation and quality play a key role in business success. Regarding the objectives, it is argued that increasing sales with a weight of 0.818 is the top priority, and that marketing strategies should focus on increasing sales volume. The most effective alternative strategy is digital marketing with a maximum weight of 0.620. This suggests that the use of technology and digital platforms is a key step in enhancing competitiveness and achieving marketing goals. Therefore, it is recommended to prioritize product innovation, increase sales, and trigger digital marketing strategies to enhance competitiveness and sustainable growth.
Co-Authors Agung Dwicahyo Agustin Rani Nurfadila Khuluq, Muhammad Sirrul Negara, Palmadi Putri Surya Sasongko, Muhammad Rafi Dhiaulhaq Umi Isnatin