Strategi ekspor produk obi belt ecoprint “Belaco” di pasar internasional melalui program MBKM Sekolah Ekspor Lacorre - Vika Dwi Kurmalasari; Sulaiman Sulaiman; Sujiono Sujiono (Universitas Muhammadiyah Mataram, 2025)
Abstrak Pengabdian masyarakat ini bertujuan mengembangkan strategi ekspor produk obi belt ecoprint Belaco di pasar internasional melalui program MBKM Sekolah Ekspor Lacorre. Latar belakang kegiatan adalah penerurunan nilai ekspor Indonesia dan rendahnya partisipasi UMKM dalam kegiatan ekspor akibat keterbatasan pemahaman pasar internasional. Mitra sasaran adalah UMKM Belaco dengan total 8 peserta yang telibat, terdiri dari 1 pemilik UMKM dan 7 mahasiswa pendamping. Metode pelaksanaan melipuyi pelatihan dan pendampingan, fokus pada pengembangan strategi ekspor dan branding produk. Kegiatan dilaksanakan selama dua bulan di Desa Cangkol, Mojolaban, Sukoharjo. Hasil kegiatan menunjukkan transformasi dalam kesiapan UMKM memasuki pasar internasional, meliputi pengembangan identitas merek dengan logo yang mencerminkan nilai keberlanjutan, perancangan kemasan ramah lingkungan (sliding box dan zipper lock), implementasi strategi digital branding melalui Instagram dan Tiktok, serta pemasaran produk melalui media sosial dan e-commerce. Program ini berhasil meningkatkan kesiapan UMKM dalam memasarkan produk obi belt ecoprint ke pasar internasional dengan pendekatan pemasaran terintegrasi yang menggabungkan strategi online dan offline. Kata kunci: ekspor; obi belt; branding; pemasaran. Abstract This community service aims to develop an export strategy for Belaco ecoprint obi belt product in the international market through the Lacorre Export School MBKM program. The background to the activity is the decline in the value of Indonesian export and the low participantion of MSMEs in export activities due to limited understanding of International markets. The target partner is Belaco MSMEs with a total of 8 participants involved, consisting of 1 MSME owner and 7 accompanying students. Implementation methods include training and mentoring, focusing on developing export strategies and product branding. Activities were carried out for two months in Cangkol Village, Mojolaban, Sukoharjo. The results of the activities show a transformation in the readiness of MSMEs to enter the international market, including developing a brand identify with logo the reflects suistainable values, designing environmentally friendly packaging (sliding box and zipper locks), implementing digital branding strategies via Instagram and TikTok, as well as product marketing via social media and e-commerce. This program has succeeded in increasing the readiness of MSMEs in marketing ecoprint obi belt products to international markets with an integrated marketing approach that combines online and offline strategies. Keywords: export; obi belt; branding; marketing