Bibliographic Details
| Title: |
MENGUATKAN KAPASITAS UMKM DALAM PENGEMBANGAN PRODUK MELALUI PUBLIC SPEAKING DAN COPYWRITING DI PLUT-KUMKM KOTA BATU. (Indonesian) |
| Alternate Title: |
STRENGTHENING THE CAPACITY OF MSME's IN PRODUCT DEVELOPMENT THROUGH PUBLIC SPEAKING AND COPYWRITING AT PLUT-KUMKM KOTA BATU. (English) |
| Authors: |
Ferdian Ariawantara, Putu Aditya, Mardiyanta, Antun, Irianto, Jusuf, Suaedi, Falih, Supeno, Eko, Asmorowati, Sulikah, Setijaningrum, Erna, Supramudyo, Gitadi Tegas, Wardiyanto, Bintoro, Triana, Rochyati Wahyuni, Haryono, Nanang, Keban, Philipus, Soegiono, Agie Nugroho, Hariani, Nurul Jamila, Bahar, Adam Amin |
| Source: |
Jurnal Layanan Masyarakat; 2025, Vol. 9 Issue 3, p419-434, 16p |
| Subject Terms: |
PUBLIC speaking, NEW product development, MARKETING, COPY editing, SMALL business, COMMUNICATIVE competence, OCCUPATIONAL training |
| Geographic Terms: |
JAWA Timur (Indonesia) |
| Abstract (English): |
This community service activity aims to improve public speaking and copywriting skills for micro, small, and medium enterprises (MSMEs) who are members of the Integrated Cooperative and MSME Business Service Center (PLUT-KUMKM) in Batu City, East Java Province. The main problem faced by MSMEs is their low communication and promotional writing skills, which have an impact on limited marketing reach and low sales volume. Through a partnership between the Department of Public Administration of Airlangga University and PLUT-KUMKM Batu City, this activity was carried out in three main stages, namely preparation, implementation, and evaluation. The preparation stage includes collecting and compiling relevant political and civic literacy materials. Furthermore, the implementation stage is carried out through counseling, training, and group discussions to provide an in-depth understanding of effective public speaking and copywriting techniques in promoting MSME products. Evaluation is carried out by measuring the effectiveness of the program and getting feedback from participants. The results of the activity showed a significant increase in the communication and promotional writing skills of MSMEs, which has an impact on improving product quality, expanding marketing areas, and increasing sales. This activity provides a real contribution in strengthening the competitiveness of MSMEs in the digital era, as well as encouraging business actors to be more adaptive to market dynamics through the use of information technology. Thus, public speaking and copywriting training has proven effective in supporting the development of MSME products in a sustainable manner. [ABSTRACT FROM AUTHOR] |
| Abstract (Indonesian): |
Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kemampuan public speaking dan copywriting bagi pelaku usaha mikro, kecil, dan menengah (UMKM) yang tergabung dalam Pusat Layanan Usaha Terpadu Koperasi dan UMKM (PLUT-KUMKM) Kota Batu, Provinsi Jawa Timur. Permasalahan utama yang dihadapi oleh pelaku UMKM adalah rendahnya keterampilan komunikasi dan penulisan promosi produk, sehingga berdampak pada terbatasnya jangkauan pemasaran dan rendahnya volume penjualan. Melalui kemitraan antara Departemen Administrasi Publik Universitas Airlangga dan PLUT-KUMKM Kota Batu, kegiatan ini dilaksanakan dengan tiga tahapan utama, yaitu persiapan, pelaksanaan, dan evaluasi. Tahap persiapan meliputi pengumpulan serta penyusunan materi literasi politik dan kewargaan yang relevan. Selanjutnya, tahap pelaksanaan dilakukan melalui penyuluhan, pelatihan, dan diskusi kelompok untuk memberikan pemahaman mendalam tentang teknik public speaking dan copywriting yang efektif dalam promosi produk UMKM. Evaluasi dilakukan dengan mengukur efektivitas program dan mendapatkan umpan balik dari peserta. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada kemampuan komunikasi dan penulisan promosi para pelaku UMKM, yang berdampak pada peningkatan kualitas produk, perluasan area pemasaran, serta peningkatan penjualan. Kegiatan ini memberikan kontribusi nyata dalam penguatan daya saing UMKM di era digital, serta mendorong pelaku usaha untuk lebih adaptif terhadap dinamika pasar melalui pemanfaatan teknologi informasi. Dengan demikian, pelatihan public speaking dan copywriting terbukti efektif dalam mendukung pengembangan produk UMKM secara berkelanjutan. [ABSTRACT FROM AUTHOR] |
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