GREEN MARKETING IMPLEMENTATION AND HUMAN RESOURCE STRENGTHENING FOR MSMES IN BAKALAN VILLAGE

Anna Kridaningsih (Faculty of Economics, Mayjen Sungkono University, Mojokerto)
Adil Abdillah (Mayjen Sungkono University Mojokerto)
Nidya Rizkawati (Mayjen Sungkono University Mojokerto)
Eny Rachmawati (Mayjen Sungkono University Mojokerto)
Eny Nuraeni (Mayjen Sungkono University Mojokerto)
Diah Cahyani (Mayjen Sungkono University Mojokerto)

Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka
Vol 5 No 03 (2026): Jurnal Pengabdian Masyarakat Sabangka

This community service study aims to implement green marketing strategies and strengthen human resources (HR) capacity to improve the competitiveness of micro, small, and medium enterprises (MSMEs) in Bakalan Village, Gondang District, Mojoke rto Regency. The method used is a participatory approach through Participatory Action Research (PAR), involving stages of problem identification, program planning, implementation, and evaluation. Data collection techniques include observation, interviews, question naires (pre-test and post-test), and documentation. The results show a significant increase in participants’ understanding of green marke ting, accompanied by improvements in environmentally friendly packaging, product branding, & digital marketing pract ices. The fin dings indicate that the integration of green marketing strategies and HR strengthening has a positive impact on MSME performance and sustainability. This contributes to the develop ment of sustainable marketing & MSME empowerment models based on community.