Penyuluhan Marketing Public Relations Bagi Usaha Mikro-Kecil di Kelurahan Kramas Kecamatan Tembalang Kota Semarang - Nunik Kusnilawati; Nining Hidayah; Anandha Anandha; Dina Kharisma (Universitas Majalengka, 2023)
Usaha mikro kecil di Indonesia telah memberikan kontribusi penting dalam penguatan struktur pereknmian negara. Posisi strategis tersebut mengharuskan adanya berbagai upaya pengembangan usaha mikro kecil oleh berbagai lembaga, termasuk lembaga perguruan tinggi. Di Kelurahan Kramas Kecamatan Tembalang Kota Semarang pelaku usaha mikro kecil memerlukan sentuhan pengembangan sumber daya manusianya, diantaranya kompetensi tentang cara membangun citra produk dan citra usaha. Oleh karena itu perlu dilakukan pengenalan dan peningkatan kompetensi pada bidang marketing public relations, melalui kegiatan penyuluhan, dengan peserta pelaku usaha mikro kecil dari kalangan ibu rumah tangga. Sasaran kegiatan ini adalah mengenalkan marketing public relations dalam rangka meningkatkan kompetensi membangun citra produk dan citra usaha. Strategi yang dilakukan dengan cara sosialisasi dan edukasi. Melalui kegiatan peyuluhan tersebut, pelaku usaha mikro kecil rumah tangga akan dapat selalu berupaya memperbaiki citra produk dan citra usahanya sehingga semakin mendapatkan kepercayaan dari berbagai stake holders sehingga pada akhirnya akan berdampak pada kelangsungan usahanya. Target luaran kegiatan ini antara lain adalah publikasi pada media massa, sertifikasi HKI, dan bahan ajar. Kata kunci : marketing public relations, usaha mikro kecil, citra porduk-citra usaha Micro and small enterprises in Indonesia have made an important contribution in strengthening the country's economic structure. This strategic position requires various efforts to develop micro-small businesses by various institutions, including higher education institutions. In the Kramas Village, Tembalang District, Semarang City, micro and small business actors need a touch of human resource development, including competencies on how to build product and business images. Therefore it is necessary to introduce and improve competence in the field of marketing public relations, through counseling activities, with participants from small and micro enterprises from among housewives. The target of this activity is to introduce marketing public relations in order to improve competency in building product and business image. The strategy is carried out by means of socialization and education. Through these counseling activities, micro and small household entrepreneurs will always be able to improve their product image and business image so that they can gain more and more trust from various stake holders, which in turn will have an impact on the continuity of their business. The output targets of this activity include publication in the mass media, HKI certification, and teaching materials. Keywords: marketing public relations, micro small business, business product images