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All Journal Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka
Bahar , Harmiaty
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Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PENGUATAN KEWIRAUSAHAAN DAN MANAJEMEN USAHA PADA KOMUNITAS NELAYAN DESA BOKORI Zaid, Sudirman; Juharsah; Hamid, Wahyuniati; Bahar , Harmiaty; Harjoprawiro, La
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 01 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i01.2148

Abstract

This community service program aims to strengthen entrepreneurial capacity and marketing management in the fishing community of Bokori Village, Konawe Regency, Southeast Sulawesi. The main problems faced by partners include low understanding of fishery product branding, minimal knowledge of digital marketing, limited product packaging skills, and weak business management of fishery MSMEs. The implementation method uses a participatory approach through training, mentoring, and hands-on practice involving 30 fishery business actors. The program was implemented for 30 days with activities including branding and product identity training, digital marketing and social media workshops, value-added product packaging training, and business financial management assistance. Program results show significant improvements in understanding branding concepts, ability to use digital platforms for marketing, attractive product packaging skills, and better business financial management. From a marketing management perspective, this program successfully developed a comprehensive marketing mix strategy, created product differentiation through local branding, and opened wider market access through digitalization.
Co-Authors Harjoprawiro, La Juharsah Wahyuniati Hamid Zaid, Sudirman