Ekstensifikasi Usaha Pengrajin Gerabah Melalui Diversifikasi, Pemasaran Digital, dan Ekspor Produk
DOI:
https://doi.org/10.24036/abdi.v7i2.1198Keywords:
Desa Mlaten, Diversifikasi produk, Pemasaran digital, Peningkatan kesejahteraanAbstract
Desa Mlaten, Mojokerto, merupakan pusat kerajinan gerabah dengan potensi besar sebagai komoditas unggulan ekonomi lokal. Namun, produk yang dihasilkan masih terbatas pada cobek, dengan pemasaran yang terbatas di Jawa Timur dan Bali. Penelitian ini bertujuan untuk meningkatkan kesejahteraan pengrajin gerabah di Desa Mlaten melalui diversifikasi produk, pemasaran digital, dan ekspor. Program pengabdian masyarakat ini meliputi pelatihan diversifikasi produk, pemasaran digital, dan ekspor untuk pengrajin. Pelatihan ini dilakukan dengan pendekatan pre-test dan post-test. Hasil evaluasi menunjukkan peningkatan pemahaman dan keterampilan peserta, dengan skor pre-test rata-rata 77 dan post-test 86, meningkat 9%. Program ini juga memperkenalkan pendekatan baru dalam mengintegrasikan pelatihan ekspor untuk sektor kerajinan berbasis potensi lokal di desa Mlaten, yang belum pernah diterapkan sebelumnya. Dibandingkan dengan program pengabdian sebelumnya, yang hanya berfokus pada pelatihan produk lokal, program ini juga memasukkan aspek digitalisasi dan ekspor untuk membuka pasar internasional. Program ini diharapkan dapat meningkatkan daya saing produk pengrajin di pasar global dan berkontribusi terhadap peningkatan ekonomi desa.
Downloads
References
Acikdilli, G., Mintu-Wimsatt, A., Kara, A., & Spillan, J. E. (2022). Export market orientation, marketing capabilities and export performance of SMEs in an emerging market: a resource-based approach. Journal of Marketing Theory and Practice, 30(4), 526–541. https://doi.org/10.1080/10696679.2020.1809461
Adekola, G., & Olumati, E. S. (2023). Focus group discussion: A research method in community development. International Journal of Research and Innovation in Social Science, 7(5), 392–399. https://doi.org/10.47772/IJRISS.2023.70533
Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100–112. https://doi.org/10.1108/07363760610655032
Anggraini, D., Syapsan, S., & Darmayuda, D. (2022). Daya saing ekspor lada Indonesia ke Amerika Serikat. Convergence: The Journal of Economic Development, 3(2), 90–105. https://doi.org/10.33369/convergence-jep.v3i2.17875
Anom, L., Safii, A. A., Rahayu, S., & Dwi, F. N. (2024). Penerapan inovasi manajemen usaha dan pemasaran digital pada wisata edukasi dan produk gerabah. Capacitarea: Jurnal Pengabdian Kepada Masyarakat, 4(3), 85–92.
Benito‐Osorio, D., Ángel Guerras‐Martín, L., & Ángel Zuñiga‐Vicente, J. (2012). Four decades of research on product diversification: a literature review. Management Decision, 50(2), 325–344. https://doi.org/10.1108/00251741211203597
Budiman, B., Yunia, N., & Badrotusabila, B. (2022). Pengaruh diversifikasi produk terhadap kepuasan konsumen Kerudung Instan Rabbani di Rangkasbitung Lebak. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 6(01), 89. https://doi.org/10.30868/ad.v6i01.2246
Cahyani, L. I., & Raharjo, S. T. (2023). Strategies of micro, small, and medium enterprises to be able to compete in the international market. Return : Study of Management, Economic and Bussines, 3(04), 330–340. https://doi.org/10.57096/return.v3i04.81
Cirera, X., Comin, D., Cruz, M., Lee, K. M., & Martins-Neto, A. (2023). Exporting and technology adoption in Brazil. World Trade Review, 22(3–4), 334–347. https://doi.org/10.1017/S1474745623000186
Cohen, E. (1993). The heterogeneization of a tourist art. Annals of Tourism Research, 20(1), 138–163. https://doi.org/10.1016/0160-7383(93)90115-J
Hariastuti, N. L. P., & Lukmandono, L. (2017). Analisis Perancangan desain produk gadukan guna meningkatkan daya saing industri kecil menengah. Jurnal Ilmiah Teknik Industri, 16(1), 13. https://doi.org/10.23917/jiti.v16i1.2596
Hu, H., Liu, Y., Lu, W. F., & Guo, X. (2022). A quantitative aesthetic measurement method for product appearance design. Advanced Engineering Informatics, 53, 101644. https://doi.org/10.1016/j.aei.2022.101644
Kanodia, Y. (2020). The Impact of product diversification strategy on brand loyalty: A case study. International Journal of Management, 08(03), 89–93. https://doi.org/10.35620/IJM.2020.8304
Knighton, B., Brown, A., Gordy, C., Tabor, Z., Alhajri, H., Al Assi, M., Duckworth, D., Malasri, S., Cloud, E., Chesney, A., & McAbee, L. (2019). Product protection and packaging operations improvement. International Journal of Advanced Packaging Technology, 7(1), 307–317. https://doi.org/10.23953/cloud.ijapt.443
Luchs, M. G., Swan, K. S., & Creusen, M. E. H. (2016). Perspective: A review of marketing research on product design with directions for future research. Journal of Product Innovation Management, 33(3), 320–341. https://doi.org/10.1111/jpim.12276
Morgan, M. O., Okon, E. E., & Erijitomah, L. O. (2019). Crafts industry lifecycle strategies and entrepreneurial development in Ikot Ekpene Senatorial District of Akwa Ibom State. Global Journal of Social Sciences, 18(1), 11. https://doi.org/10.4314/gjss.v18i1.2
Mustika, I. V., Susilawati, S., & Indrakentjana, B. (2023). Social entrepreneurship development technology based on digital marketing training in Sukahaji Village micro enterprises. JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 7(4), 3098. https://doi.org/10.58258/jisip.v7i4.5615
Nisa, K., Laili, A., Qolbiyatul, S., & Suyanto, M. (2018). Strategi pemasaran online dan offline. Jurnal Abdikarya : Jurnal Karya Pengabdian Dosen Dan Mahasiswa, 1(1), 55–60.
Ouw, N., Saparua, K., Tengah, M., & Kunci, K. (2023). Peningkatan keterampilan pengrajin sampe (gerabah) melalui kegiatan sosialisasi di Negeri Ouw, Kecamatan Saparua, Maluku Tengah. Jurnal Pengabdian Kepada Masyarakat Arumbai, 1(1), 48–56.
Pan, S. C., & Sana, F. (2021). Pretesting versus posttesting: Comparing the pedagogical benefits of errorful generation and retrieval practice. Journal of Experimental Psychology: Applied, 27(2), 237–257. https://doi.org/10.1037/xap0000345
Pujiono, A., Setyawati, R., & Idris, I. (2018). Strategi pengembangan UMKM halal di Jawa Tengah dalam menghadapi persaingan global. Indonesia Journal of Halal, 1(1), 1. https://doi.org/10.14710/halal.v1i1.3109
Putri, N. P. N. A., & Basmantra, I. N. (2023). Digital marketing as a media of developing and marketing electric motorbike products as a result of training assisted by the Department of Industry and Trade. ABDIMAS: Jurnal Pengabdian Masyarakat, 6(4), 4833–4839. https://doi.org/10.35568/abdimas.v6i4.3849
Riswanto, A. L., Kim, S., Williady, A., Ha, Y., & Kim, H.-S. (2025). How visual design in dairy packaging affects consumer attention and decision-making. Dairy, 6(1), 4. https://doi.org/10.3390/dairy6010004
Shafi, M., Szopik-Depczyńska, K., Cheba, K., Ciliberto, C., Depczyński, R., & Ioppolo, G. (2022). Innovation in traditional handicraft companies towards sustainable development: A systematic literature review. Technological and Economic Development of Economy, 28(6), 1589–1621. https://doi.org/10.3846/tede.2022.17085
Sunaryono, S. (2024). Mewujudkan desa mandiri: FGD pendataan Lembaga Kemasyarakatan Desa. KREATIF: Jurnal Pengabdian Masyarakat Nusantara, 4(2), 25–33. https://doi.org/10.55606/kreatif.v4i2.3135
Suwarsi, A. A., Satyarini, J. N. E., Hayati, S. R., Sharfina, A. G., & Anggraeni, A. (2021). Inovasi produk pengrajin gerabah di Dusun Jetis, Panjangrejo, Pundong Bantul Yogyakarta. PengabdianMu: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 6(2), 197–205. https://doi.org/10.33084/pengabdianmu.v6i2.1726
Thabit, T. H., & Manaf, R. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4). https://doi.org/10.23918/ijsses.v4i4p100
Thomas, E. V., Wells, R., Baumann, S. D., Graybill, E., Roach, A., Truscott, S. D., Crenshaw, M., & Crimmins, D. (2019). Comparing traditional versus retrospective pre-/post-assessment in an interdisciplinary leadership training program. Maternal and Child Health Journal, 23(2), 191–200. https://doi.org/10.1007/s10995-018-2615-x
Van Gelderen, M. (2023). Developing entrepreneurial competencies through deliberate practice. Education + Training, 65(4), 530–547. https://doi.org/10.1108/ET-10-2021-0396
Webster, F. A. (1977). A long-run product diversification growth model for small business management. American Journal of Small Business, 1(4), 20–27. https://doi.org/10.1177/104225877700100404
Zúñiga-Vicente, J. Á., Benito-Osorio, D., Guerras-Martín, L. Á., & Colino, A. (2019). The effects of international diversification on the link between product diversification and performance in a boom and bust cycle: Evidence from Spanish firms (1994–2014). Journal of International Management, 25(4), 100687. https://doi.org/10.1016/j.intman.2019.100687
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Imron Mawardi et al
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
