Empowering Rural MSMEs Through Practical Marketing Training: The Case of Sweet Family MSME in…

Empowering Rural MSMEs Through Practical Marketing Training: The Case of Sweet Family MSME in Indrodelik Village

Documentation of the Training Session, Business Card Handover, and Signing of the Handover Report (BAST).

In many rural villages, home-based small businesses possess significant potential. The products they produce are often comparable in taste and quality to those found in larger markets. However, many of these businesses face the same obstacle: marketing. This was also the situation encountered by Sweet Family MSME in Indrodelik Village, Bungah District, Gresik Regency. For years, this home-based business has produced a variety of snacks and processed food products that are well appreciated by local residents. Nevertheless, its sales have relied primarily on conventional marketing methods, such as word-of-mouth promotion and a limited network of regular customers within the village. In today’s digital era, however, opportunities to reach a much broader market are more accessible than ever.

Recognizing this challenge, students participating in the Community Service Program (KKN) from Group R-16 of the University of 17 August 1945 Surabaya (UNTAG Surabaya), specifically Subgroup 1, initiated a marketing training program for Sweet Family MSME. Rather than serving as a ceremonial community service activity, the program was designed as a practical initiative to equip the business owner with applicable marketing skills that could be implemented immediately.

Providing Practical Marketing Strategies

The training materials were tailored to the needs and capabilities of rural MSMEs. They covered product branding, improvements in packaging to make products more attractive and hygienic, and the introduction of digital marketing through social media platforms and online marketplaces. In addition, the student team provided hands-on assistance in creating product photographs and writing engaging product descriptions – areas that had previously received little attention due to limited knowledge and time. The training adopted a simple and gradual approach, ensuring that the materials were easy to understand and could be applied without requiring substantial capital or sophisticated equipment.

Strong Enthusiasm from the Business Owner

The training received a highly positive response from the owner of Sweet Family MSME. Throughout the sessions, the participant actively asked questions regarding topics such as uploading products to social media platforms and determining competitive pricing after improving product packaging. Such enthusiasm represents an essential foundation for successful business transformation, as changes in marketing practices can only succeed when business owners are willing to adapt. In Indrodelik Village, this willingness to embrace change was evident from the very beginning of the program.

Sustainability as the Key to Success

As with most community service programs, the real challenge begins after the program concludes and the students leave the community. The knowledge and marketing strategies provided will have little impact unless they are consistently implemented by the business owner. Therefore, it is crucial for Sweet Family MSME to continue applying what has been learned, such as regularly updating social media content and maintaining consistent product quality. Support from the village government and local MSME communities will also play an important role in ensuring that the spirit of innovation continues beyond the duration of the program.

Marketing challenges faced by rural MSMEs cannot be resolved through a single training session. Nevertheless, initiatives like this represent an important first step toward increasing entrepreneurs’ awareness of the need to adapt to changing market conditions. Similar programs deserve to be expanded to other MSMEs in Indrodelik Village and neighboring communities, demonstrating that elevating the rural economy does not always require substantial financial resources, but rather a willingness to learn, collaborate, and innovate.

This activity was part of the Community Service Program (KKN) Group R-16 of the University of 17 August 1945 Surabaya, conducted in Indrodelik Village, Bungah District, Gresik Regency, as a tangible implementation of academic knowledge for community empowerment while supporting Indonesia’s Merdeka Belajar Kampus Merdeka (MBKM) policy.

Author: Adam Nugroho

Supervisor: Dr. Eka Fadillah, S.S., M.Pd.

Department of Management, Faculty of Economics and Business

University of 17 August 1945 Surabaya

Members of Community Service Subgroup 1: Community Service Program for Sweet Family MSME, Indrodelik Village, Gresik Regency.