通过在茂物 Ciampea 区 Cibadak 村进行包装改进和市场销售培训,提高中小微企业的市场营销知识

J. M. Munandar, Hardiana Widyastuti, N. Zahra, Nesti Handayani
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引用次数: 0

摘要

微型和中小型企业(MSMEs)是国民经济的驱动力之一,在其发展过程中面临着各种挑战,其中之一就是与营销相关的挑战。制定正确的营销战略是应对挑战的关键因素,有助于通过包装和数字营销等方式提高中小微企业产品的销量。本活动旨在通过以下方式提高锡巴达克村中小微企业的绩效:1)通过市场改变与包装和数字营销相关的知识(认知);2)通过市场改变与包装和数字营销相关的行为(心理运动)。该活动于 2022 年 10 月 1 日至 11 月 3 日在西爪哇省 Ciampea 县 Cibadak 村开展。活动包括两堂培训课和两次实地考察。该活动改变了 Cibadak 村中小微企业参与者的知识和行为。前测和后测的结果表明,知识方面的变化是:总体而言,Cibadak 村中小微企业加工产品的包装知识(45.2%)和数字营销知识(11.8%)有所增加。其次,行为变化的标志是将以前简单和不健康的包装改为更有吸引力和更健康的包装。除包装外,营销模式也发生了变化,从以前的线下营销到现在尝试利用市场设施进行数字营销。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Peningkatan Pengetahuan Pemasaran UMKM melalui Pelatihan Perbaikan Kemasan dan Penjualan di Marketplace di Desa Cibadak, Kecamatan Ciampea, Bogor
Micro, Small, and Medium Enterprises (MSMEs) are one of the drivers of the national economy, which, in its journey, has faced various challenges, one of which is related to marketing. Formulating the right marketing strategy is a crucial factor in being able to face challenges and help increase sales of MSME products, including through packaging and digital marketing. This activity aims to improve the performance of MSMEs in Cibadak Village through 1) The process of changing knowledge (cognitive) related to aspects of packaging and digital marketing through the marketplace and 2) The process of changing behavior (psychomotor) related to aspects of packaging and digital marketing through the marketplace. This activity was carried out in Cibadak Village, Ciampea District, West Java Province, between 1 October and 3 November 2022. Consisting of 2 training sessions and two site visits. This activity resulted in changes in the knowledge and behavior of MSME actors in Cibadak Village. Changes in knowledge are illustrated by the results of the pre-test and post-test, which show that overall, there is an increase in knowledge regarding packaging (45.2%) and digital marketing (11.8%) of products processed by MSMEs in Cibadak Village. Then, changes in behavior are marked by changes in previously simple and unhealthy packaging to more attractive and healthy packaging. Apart from packaging, there has also been a change in marketing patterns, from previously only offline, now trying to use digital marketing using marketplace facilities.
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