Penguatan Kapasitas Ekonomi Masyarakat Melalui Edukasi Pemasaran dan Inovasi Produk Susu di Desa Wisata Selo
DOI:
https://doi.org/10.55606/nusantara.v5i1.4948Keywords:
Dairy milk, Marketing, Product innovation, Sustainable economy, Tourist villageAbstract
Selo Village in Boyolali Regency is a center for dairy cattle farming and is also developing as a tourist village. However, most local residents still sell raw milk to middlemen without applying marketing strategies or product innovation. This community service activity aimed to provide education on the importance of dairy product marketing and to introduce innovative ideas based on local potential. The methods used included preliminary observation, open interviews, focus group discussions, interactive counseling, and evaluation through questionnaires and reflection. The activity involved 15 participants, including dairy farmers, homestay operators, café owners, and local youth. The results showed increased participant understanding of marketing strategies, tourism market opportunities, and the potential for milk processing. Most participants expressed interest in further training and began formulating product ideas such as yogurt, ice cream, and pasteurized milk. This program not only improved marketing literacy but also built motivation and collective awareness to develop independent businesses based on the village’s potential. Thus, the activity served as an initial step in promoting sustainable rural economic development.
Downloads
References
Arfiani, D., & Yusran, H. (2022). Dampak penyuluhan berbasis potensi lokal terhadap transformasi ekonomi masyarakat desa. Jurnal Pengembangan Pemberdayaan Masyarakat, 5(1), 59–68.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education.
Chambers, R. (1997). Whose reality counts? Putting the first last. Intermediate Technology Publications.
Darmawan, R., & Lestari, R. A. (2021). Penguatan ekonomi kreatif berbasis hasil ternak dalam mendukung pariwisata desa. Jurnal Ekonomi Lokal dan Pembangunan, 7(2), 113–122.
Fadhilah, N., & Rahmawati, E. (2020). Pelatihan pengolahan susu sapi untuk meningkatkan nilai tambah produk peternakan di pedesaan. Jurnal Abdimas Ternak, 2(1), 33–40.
Handayani, R., & Yuliani, L. (2020). Strategi ekonomi berkelanjutan berbasis peternakan di kawasan desa. Jurnal Ekonomi dan Pembangunan Daerah, 12(2), 101–109.
Hariyadi, D., & Dewi, T. R. (2020). Pelatihan inovasi produk olahan berbasis pertanian. Jurnal Abdimas Mandiri, 4(1), 15–22.
Hidayat, A., & Sulistyani, N. (2021). Literasi pemasaran dan keberhasilan UMKM desa di kawasan wisata. Jurnal Pemasaran dan Ekonomi Kreatif, 4(1), 45–54.
Ife, J., & Tesoriero, F. (2006). Community development: Community-based alternatives in an age of globalisation. Pearson Education.
Kotler, P., & Keller, K. L. (2019). Marketing management (15th ed.). Pearson Education.
Lestari, D., & Saptana. (2019). Agroindustri ternak sebagai pilar ketahanan ekonomi desa. Jurnal Ekonomi Pertanian dan Agribisnis, 3(2), 120–131.
Nugroho, R. A., & Fitriyah, N. (2021). Strategi hilirisasi produk peternakan berbasis komunitas. Jurnal Pengabdian Peternakan, 5(1), 45–53.
Purnomo, H., Ruchyansyah, A., & Lestari, R. D. (2020). Pengembangan produk lokal berkelanjutan berbasis sumber daya alam di desa wisata. Jurnal Ekonomi Pembangunan, 21(2), 145–155.
Rachmawati, I., & Prasetyo, T. (2022). Perubahan perilaku ekonomi masyarakat melalui edukasi kewirausahaan di desa. Jurnal Pemberdayaan Ekonomi dan Inovasi Daerah, 4(1), 35–42.
Rahayu, D., & Gunawan, H. (2022). Sinergi sektor pariwisata dan peternakan dalam penguatan ekonomi desa wisata. Jurnal Inovasi Desa dan Daerah Tertinggal, 6(1), 51–59.
Rangkuti, F. (2020). Strategi pemasaran produk unggulan daerah. Prenadamedia Group.
Sachs, J. D. (2015). The age of sustainable development. Columbia University Press.
Simanjuntak, M. (2021). Community-based marketing untuk produk UMKM lokal. Jurnal Manajemen Pemasaran, 15(1), 22–31.
Suharto, E. (2019). Pembangunan, kesejahteraan sosial dan pemberdayaan masyarakat. Refika Aditama.
Wibowo, A., & Anindita, R. (2021). Faktor penentu keberhasilan agroindustri susu skala kecil. Jurnal Agribisnis Indonesia, 9(2), 87–96.
World Commission on Environment and Development (WCED). (1987). Our common future. Oxford University Press.
Wulandari, S., & Lestari, T. (2021a). Pengaruh pendekatan partisipatif dalam pelatihan produk olahan susu di wilayah perdesaan. Jurnal Pengabdian dan Inovasi, 4(2), 88–96.
Wulandari, S., & Lestari, T. (2021b). Pengaruh pendekatan partisipatif dalam pelatihan produk olahan susu. Jurnal Pengabdian dan Inovasi, 4(2), 88–96.
Yulianti, E., & Nugroho, A. (2021). Efektivitas pengabdian masyarakat berbasis kebutuhan lokal dalam mendorong inovasi usaha mikro. Jurnal Abdimas Ekonomika, 6(2), 77–85.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 NUSANTARA Jurnal Pengabdian Kepada Masyarakat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
