EMPOWERING VILLAGE-BASED MICROENTERPRISES THROUGH TARGET SETTING AND PARTICIPATORY MARKETING PRACTICES
Keywords:
Capacity Building, Community-Based Microenterprise, Grassroots Empowerment, Participatory Action Research, Rural MicrobusinessAbstract
This community service initiative was conducted as part of ICS 2025 in Wukirsari Village, Gunungkidul, targeting Warung Kopi Pojok, a micro-enterprise managed by the local Village-Owned Enterprise (BUMDes). The main objective was to address the absence of monthly business targets and structured marketing efforts, which had hindered the warung's growth. Using a qualitative-descriptive approach based on Participatory Action Research (PAR), the program was implemented through three key phases: participatory assessment and context mapping, collaborative planning and capacity building, and monitoring with sustainability planning. Key activities included co-developing a simple target-setting mechanism, providing low-budget marketing training, and introducing basic inventory management tools. Initial responses from the community showed increased motivation and a clearer understanding of performance indicators. The intervention also demonstrated how locally-driven empowerment programs, anchored in reflective practices and community dialogue, can be more effective than top-down approaches. This study concludes by proposing a grassroots-based empowerment model that emphasizes behavior change, local participation, and sustainable practices over resource-intensive solutions.
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