Strategi Pemasaran Berbasis Komunitas: Meningkatkan Perekonomian Desa Melalui Gerabah Plumpungrejo - Prasetyo, Andreas Recki; Agrina, Camelia Rizki (Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan, 2025)
This community service activity aims to optimize the marketing of Plumpungrejo Village's pottery products by strengthening managerial capacity and effective marketing strategies. Plumpungrejo Village, one of the Brilliant 2023 Villages, has excellent potential in high-quality pottery products that reflect traditional art. However, the village faces challenges in marketing, such as limited capital, market access, and digital marketing capabilities. This activity includes training for BUMDes Artha Mulya managers and MSME players, including an understanding of the Business Model Canvas (BMC), SWOT analysis, and implementation of the 7P strategy. The mentoring and training methods were conducted through in-depth interviews with relevant parties and data collection using primary and secondary data. As a result, participants were able to formulate strategies that included product diversification, expansion of distribution through marketplaces and social media, and strengthening creative promotions such as the "Proud of Local Products" campaign. This activity shows that an applicative training-based approach can improve the competitiveness of pottery products, expand market reach, and support the economic sustainability of village communities.ABSTRAKKegiatan pengabdian masyarakat ini bertujuan untuk mengoptimalkan pemasaran produk gerabah Desa Plumpungrejo melalui penguatan kapasitas manajerial dan strategi pemasaran yang efektif. Desa Plumpungrejo, salah satu Desa Brilian 2023, memiliki potensi besar dalam produk gerabah berkualitas tinggi yang mencerminkan seni tradisional. Namun, desa ini menghadapi tantangan dalam pemasaran, seperti keterbatasan modal, akses pasar, dan kemampuan pemasaran digital. Kegiatan ini mencakup pelatihan untuk pengelola BUMDes Artha Mulya dan pelaku UMKM, termasuk pemahaman tentang Business Model Canvas (BMC), analisis SWOT, dan penerapan strategi 7P. Metode pendampingan dan pelatihan dilakukan secara indepth interview dengan pihak terkait, pengumpulan data menggunakan data primer dan data sekunder. Hasilnya, peserta mampu merumuskan strategi yang mencakup diversifikasi produk, perluasan distribusi melalui marketplace dan media sosial, serta penguatan promosi kreatif seperti kampanye "Bangga Produk Lokal." Kegiatan ini menunjukkan bahwa pendekatan berbasis pelatihan aplikatif dapat meningkatkan daya saing produk gerabah, memperluas jangkauan pasar, dan mendukung keberlanjutan ekonomi masyarakat desa.