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Sosial dan Ekonomi Pertanian

Vol. 2 No. 2 (2023): Strengthening Economic Institutions, Innovation in Primary Education Learning Media, and Improving Community Sports

Peningkatan Kapasitas Kewirausahaan Melalui Inovasi Produk Dan Strategi Pemasaran Digital Di Desa Pesu

Submitted
June 28, 2026
Published
2026-07-02

Abstract

Enhancing community entrepreneurial capacity is a strategic effort to stimulate local economic growth, particularly in rural areas. Pesu Village possesses significant resource potential, but its utilization in business activities remains suboptimal, particularly in terms of product innovation and digital technology for marketing. Issues faced include limited knowledge and skills in product development, low competitiveness, and limited marketing reach through conventional methods. This activity aims to enhance the community's entrepreneurial capacity through product innovation and the implementation of digital marketing strategies. The implementation method uses a participatory approach through training, hands-on practice, and ongoing mentoring. The materials provided cover developing innovative products based on local potential, strengthening business management, and utilizing digital media for product promotion and distribution. The results of the activity indicate an increase in participants' knowledge and skills in developing more varied and value-added products. This activity has had a positive impact in enhancing the entrepreneurial capacity of the Pesu Village community, encouraging product innovation, and expanding market access through the use of digital technology. This program is expected to become a model for sustainable, locally-based entrepreneurial development.

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