PEMBERDAYAAN EKONOMI MASYARAKAT MELALUI PENGEMBANGAN KELOMPOK WANITA PENGUSAHA “KAMPUNG KUE” DI DESA CEWENG, KECAMATAN DIWEK, KABUPATEN JOMBANG

Community service is one of the implementations of the Tri Dharma of Higher Education, aimed at making a real contribution to society. This activity is based on the importance of sustainable education to support the development of micro, small, and medium enterprises (MSMEs). The partner in this activity is the manager of Likely Cafe, a local culinary business facing challenges in creating a sustainable business strategy. The purpose of this program is to provide education through interactive discussions on business management strategies, product innovation, and digital marketing. The method used is a participatory approach through informal discussions and direct case studies. The results show that collaboration between students and business actors improves the partner’s understanding of adaptive business strategies. This activity also provides applicable learning experiences for students. In conclusion, sustainable education is proven to be an effective approach in empowering MSMEs. It is suggested that similar programs be continued regularly with wider community involvement. Keywords: community service; MSMEs; collaboration; sustainable education; business strategy

Ekonomi kreatif memiliki peran penting dalam meningkatkan kesejahteraan Masyarakat melalui optimalisasi potensi local. Desa Kadubadak, Kecamatan Angsana, Kabupaten Pandeglang Banten, memiliki produk khas berupa opak ketan yang berpotensi dikembangkan menjadi produk unggulan ekonomi kreatif. Namun, keterbatasan inovasi produk, pemasaran digital, dan akses pasar masih menjadi kendala utama dalam pengembangan usaha opak ketan. Oleh karena itu, program pengabdian kepada Masyarakat ini bertujuan untuk mentransformasi ekonomi kreatif berbasis potensi lokal melalui pelatihan inovasi produk, pemasaran digital, serta pengelolaan usaha berbasis komunitas. Metode yang digunakan dalam program ini adalah metode kualitatif dengan pendekatan partisipasi. Pengumpulan data dilakukan melalui observasi, wawancara, serta diskusi kelompok terarah (FGD) dengan para pelaku usaha opak ketan. Kegiatan yang dilaksanakan mencakup pelatihan inovasi produk dan kemasan, peningkatan kapasitas pemasaran digital, serta pembentukan jaringan pemasaran yang lebih luas melalui e-commerce dan media sosial. Hasil dari pengabdian ini menunjukkan adanya peningkatan keterampilan pelaku usaha dalam inovasi produk dan pemasaran digital. Selain itu, perluasan jaringan pemasaran telah membantu meningkatkan daya saing opak ketan sebagai produk unggulan desa, baik di tingkat lokal maupun nasional. Program ini diharapkan dapat berkontribusi dalam menciptakan usaha berbasis komunitas yang berkelanjutan dan mampu meningkatkan perekonomian Masyarakat Desa Kadubadak secara signifikan. The creative economy plays an important role in improving community welfare through the optimization of local potential. Kadubadak Village, located in Angsana District, Pandeglang Regency, Banten, has a signature product called opak ketan, which has the potential to be developed into a leading product of the creative economy. However, limitations in product innovation, digital marketing, and market access remain major obstacles to the development of the opak ketan business. Therefore, this community service program aims to transform the creative economy based on local potential through training in product innovation, digital marketing, and community-based business management. The method used in this program is a qualitative approach with participatory methods. Data collection was carried out through observations, interviews, and Focus Group Discussions (FGD) with opak ketan entrepreneurs. The activities conducted included training in product and packaging innovation, enhancing digital marketing capacity, and establishing a wider marketing network through e-commerce and social media. The results of this program indicate an improvement in the entrepreneurs' skills in product innovation and digital marketing. Furthermore, the expansion of marketing networks has helped increase the competitiveness of opak ketan as a flagship village product, both locally and nationally. This program is expected to contribute to the creation of a sustainable community-based business and significantly enhance the economy of Kadubadak Village.

Community service is one form of implementation of the Tri Dharma of Higher Education which aims to improve community welfare through innovation-based empowerment. This program aims to develop community entrepreneurship through cleanliness counseling and infrastructure installation which includes painting portals, installing signs, and implementing community gymnastics and neighborhood association gatherings. This activity was carried out in RT.23, Pematang Gubernur Village, by involving the local community in every stage of its implementation. Cleanliness counseling is carried out to increase public awareness of the importance of maintaining a healthy and clean environment, while the installation of infrastructure is expected to strengthen local economic identity and independence. Community gymnastics and gatherings are a means to build solidarity and encourage active community participation in social activities. This program also functions as a forum to introduce the concept of community-based entrepreneurship through social innovation that can improve the quality of life and empower communities to be more economically independent. The expected results of this program are increased public awareness of the importance of environmental cleanliness, the creation of infrastructure that supports economic activities, and the formation of sustainable social entrepreneurs.

Community service o gather is one of the Tri Dharma of higher education. This service was carried out for two months during the Covid-19 pandemic, so there is a limited access to gather offline. Therefore, under the supervision of lecturers, students provide assistance to MSMEs around their homes in the West Java region. The peak activity of this service is a webinar on optimizing marketing using social media. The program carried out in this service is helping partners to increase market share and sales through digital marketing, especially social media such as WhatsApp, Facebook, and Instagram. In addition, partners are also assisted to be able to open a shop on an existing marketplace. Partners who sell food are helped to become Gofood and/or GrabFood partners. Partners are also given knowledge about running a business through the marketplace, so that their business can grow more. The end of result of this service is that partners can increase their market share and sales.

Students are the cornerstone of the country’s development. While we are students, we must remember that we have a huge responsibility to contribute to the realization of the Tri Dharma of Higher Education. One of the main pillars of the Tri Dharma of Higher Education is community service. Community service is the direct implementation of science, technology, and cultural arts to the community through scientific methodologies as the dissemination of the Tri Dharma of Higher Education and noble responsibilities in an effort to develop community capabilities, so as to accelerate the growth rate of achieving national development goals. This study is aimed to describe the role of PGMI 4 UINSU students in education field. The PGMI 4 UINSU students work programs in education focus on maghrib mengaji, teaching at MDTA and distributing sirah nabawiyah books. In this study, the researchers used a qualitative approach with observation and description methods. The participants of this study were the children in Tanjung Mulia, particularly MDTA students and local community. The result shows that in terms of education, the children lack of discipline and motivation, so they are possibly find it hard to develop their creativity. In addition, in terms of maghrib mengaji and distributing sirah nabawiyah books, it has been done successfully. Furthermore, students have a role as the facilitators and drivers of programs implementation

<p><em>The integration of digital literacy in secondary education is vital for fostering students' entrepreneurial skills. The Community Service Program (PKM) "Dream Business" at SMK Permata Indah and SMAK Diakonia aimed to enhance digital literacy and entrepreneurship among students and teachers, with a focus on digital marketing. Using a mixed-method approach (quantitative and qualitative), the program evaluated the effectiveness of the training. Results showed an improvement in participants' understanding, with average positive ratings for educational aspects (3.5) and objectives (3.4), though transparency needed improvement (3.2).</em><em> </em><em>The program emphasized TikTok as a marketing tool but also highlighted the need for a broader understanding of digital transformation and data analysis. While participants were introduced to digital tools for marketing, the primary focus remained on leveraging social media, particularly TikTok, for product promotion. This approach differed slightly from literature that stresses the importance of critical evaluation of digital content and the creation of educational, not just commercial, content.</em><em> </em><em>The activity prioritized practical social media marketing over broader digital business transformation, leaving gaps in critical content evaluation and advanced data analysis skills. Moving forward, similar programs should deepen material on critical content evaluation, digital analysis tools, and the integration of technology in overall business management. This will ensure participants gain not only digital marketing skills but also a comprehensive understanding of how technology can transform all aspects of business. Such an approach will better prepare the younger generation to face innovative and sustainable digital business challenges.</em></p>

This research is motivated by the condition of Private Islamic Religious Colleges including Pati Islamic College which is relatively limited, where the development costs only come from student payments, so of course the situation is very different when compared to State Islamic Religious Colleges (PTKIN) when viewed from the side of facilities, infrastructure and other budgets. to support existence and competitive advantage, it is necessary to cooperate with other agencies. This study aims to determine the form of cooperation carried out by Pati Islamic College and its implementation both internally and externally. This is important to study, because Pati Islamic College is a private Islamic College which has several limitations compared to State Universities when facing various problems and challenges in improving quality towards competitive advantage. This research is a descriptive qualitative research with data sources obtained from interviews, observations and documentation. The results of this study indicate that efforts to increase competitive advantage are carried out by optimizing cooperation starting from the strengths and needs within the institution, good cooperation management based on mutually beneficial commitments and also to lead to institutions that are widely known to the public and have competitiveness. The form of cooperation is carried out in academic and non-academic fields, both internally and externally. Internal cooperation is carried out between study programs or between institutions that still exist within the Higher Education environment itself, while external cooperation is carried out between universities. All cooperation carried out refers to the Tri Dharma of Higher Education, namely, education and teaching, research and community service.

This study aims to improve students' entrepreneurial skills at SMK Muhammadiyah Rappang through an entrepreneurship-based training program in Pancarijang District, Sidenreng Rappang Regency. Amid the challenges of globalization and technological advancements, SMK Muhammadiyah Rappang faces mismatched competencies between what is taught and the job market's needs. Many students come from economically disadvantaged backgrounds and have limited access to relevant entrepreneurial training. This training program is designed to address challenges in production and marketing by providing the necessary skills to create quality products and market them using digital technology. The methods used in this research include initial needs assessment, product innovation training, and digital marketing and branding training. The program also provides guidance on implementing the marketing and production strategies taught. The results of this training show improved students' skills in product innovation, more efficient production management, and the ability to market products online through social media and e-commerce platforms. The discussion highlights that, although challenges in production and marketing still exist, the use of appropriate technology and an understanding of digital marketing can enhance the competitiveness of local products. This program provides students with entrepreneurial skills and empowers the local community to become independent and innovative entrepreneurs. The success of this program is expected to create new job opportunities and strengthen the local economy in Sidenreng Rappang Regency.

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The Tri Dharma of Higher Education requires 3 main pillars, teaching, research and community service. Community service aims to increase the dignity and status of the community in the intended place of service. Community Service was at Muara Gembong, Bekasi Regency. which are predominantly farmers and fishermen, has not fully utilized social media to improve their social life, this has encouraged the realization of community service activities. Aimed high school age with the hope that they will become pioneers of change and pioneers of improving the quality of life through social media. This social media utilization activity aims to provide knowledge and understanding both theoretically and practically regarding the use of social media in the era of digitalization to students of Ass'adatul Abadiyah Muaragembong Vocational School, Bekasi Regency. Through this training, it is hoped that it can provide provisions and prepare vocational school graduates who can immediately enter the digital business world by utilizing social media. The method implemented in the implementation of community service activities is by holding socialization activities, providing an understanding of the in and out of social media. The method of implementing this service begins with the preparation stage, providing material and practicing using social media.

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

Leveraging local village potential through product innovation and digital marketing strategies is a strategic approach to supporting the economic independence of rural communities. This Community Service Program (PKM) aims to optimize the abundant chili commodities in Basseang Village by developing innovative chili sauce products based on local potential. This program is implemented through a participatory approach involving the "Harapan Baru" farmer group in a series of training and mentoring activities. The training includes processing harvested products into ready-to-sell products, packaging with attractive designs and branding, and utilizing social media as a digital marketing tool. The main objective of this activity is to increase community capacity in the technical aspects of production and promotion, as well as to create superior local products that are competitive in the wider market. The results of the activity show that the community is able to improve their skills in processing and marketing products more effectively. The innovative chili sauce has a distinctive flavor and is attractively packaged, making it popular in both local and online markets. Furthermore, the use of social media such as Instagram and WhatsApp Business provides broader and more efficient distribution access than conventional methods. Conceptually, this activity demonstrates that the integration of product innovation and digital marketing can overcome the limitations of traditional distribution and create added value for the village-based economy. This program is expected to become an empowerment model that can be replicated in other villages with similar commodity potential. Recommendations from this activity emphasize the importance of ongoing support from local governments, academics, and the private sector to ensure sustainability, develop community capacity, and systematically and sustainably expand the program's impact to other areas.

Community Service is one of the pillars of the Tri Dharma of Higher Education, namely: education, research, and community service. One of the locations for community service carried out by the Mandala Institute of Technology and Science this year is Pugerwetan village where the majority of the population works as fishermen and the rest produce processed seafood into various superior products such as shrimp paste, condiment of the fermented shrimp, fish crackers, and dried fish. Many of these producers are hereditary business actors who still use traditional methods in the production process, as well as the marketing of their products. The purpose of this community service is to help producers to improve the quality of their products by using information technology. In this community service, our partners are shrimp paste producers and fish crackers producers in Pugerwetan village. Our service method is to provide public education, training, and advocacy regarding the importance of utilizing digital marketing through social media platforms and marketplaces as media for product sales promotion. The results of this Real Work Lecture are the use of social media platforms and marketplaces by shrimp paste and cracker producers as media for product sales promotion.
 Keywords: MSME, Pugerwetan, Social Media, Marketplace.

Community Service Program (KKN) is a concrete manifestation of the Tri Dharma of Higher Education, which aims to encourage students to participate directly in community development. The KKN activity, held in Waringinjaya Village, Kedungwaringin District, Bekasi Regency, carried the theme "Synergy to Create Inclusive, Competitive, and Independent Villages in Supporting Sustainable Development." The main focus of this activity is to improve digital marketing understanding for Micro, Small, and Medium Enterprises (MSMEs) through blended learning that combines face-to-face and online training with intensive mentoring. The method used is Participatory Action Research (PAR) with activities such as the use of social media (Instagram, Facebook, WhatsApp), digital content creation, use of QRIS for payments, and management of online business accounts. Evaluation was carried out through observation, questionnaires, interviews, and sales case studies. The results of the implementation showed a significant increase in digital literacy and online marketing skills of the participants. In addition, the program also had a positive impact in the form of market expansion, increased brand awareness, and increased sales volume of local products.

The COVID-19 pandemic has had a tremendous impact on all sectors, including the MSME sector. Batik Tulis Lasem is one of the superior products of the Rembang Regency area which has been hampered by the impact of the COVID-19 pandemic. Community Service Partners in this activity are the MSME Batik Tulis Lasem. MSME actors are still doing marketing conventionally, they have not been able to maximize information technology. Management of Business Management and Financial Administration is still carried out in a simple manner, there is no clear division of tasks, financial management is not good, there is no proper recording of business transactions. This community service activity aims to provide knowledge and understanding to partners regarding the importance of online marketing and digital marketing information technology for partner businesses; teach the practice of online marketing information technology and digital marketing by utilizing social networks to MSME partners/actors, as well as providing knowledge and increasing understanding of business and financial management. The result of this community service activity is that members of the UMKM Batik Tulis Lasem, Lasem, Rembang realize the importance of business management, especially in the use of Information Technology. Improve business management capabilities, use social media, digital marketing, and Market Place to increase market share. MSMEs also have the ability to manage Android-based financial report records and create digital marketing designs with Canva.