MARKETING EXPANSION OF MSME PRODUCTS BY THE KKN GROUP OF 105 ABDI SUKA MUDA IN PADUKUHAN KANTONGAN B, KALURAHAN MERDIKOREJO, KAPANEWON TEMPEL, SLEMAN REGENCY, DIY

Abstract

The trend of equitable development or sharing economy to remote villages is considered an ideal development model in the era of technological disruption. MSMEs as an image of equitable development are considered as the mouthpiece of Indonesia's economic development. MSMEs in Merdikorejo Village are one of the MSMEs that have the potential to fall into the above category. However, the main problem encountered by MSMEs in remote villages is marketing problems, both due to the lack of human resources and the long distance between the production location and the target market. The results from the production capacity of MSMEs did not increase due to the low demand for goods. KKN 105 Abdi Suka Muda through the MSME empowerment work program expanded the marketing through omnichannel marketing media. This marketing expansion aims to increase the marketing network of MSME products which will have an impact on the demand for goods. The offline expanded model used is the B2B model with a product pick-up system at minimarkets and souvenir centers. Meanwhile, the expansion of online marketing is carried out by digitizing MSME products in e-commerce and social media. From this marketing expansion, there were 12 offline marketing networks consisting of minimarkets and souvenir centers with a total of 11 products sold from 36 products deposited in 4 partner minimarkets in the first week and the registration of MSME sales accounts on Shopee and Instagram to expand marketing globally online .