Pemberdayaan pada Kelompok Usaha Garam Mertaning Segara dalam Meningkatkan Kewirausahaan Masyarakat Desa Pesinggahan Kecamatan Dawan Kabupaten Klungkung: Indonesia

IA Cynthia Saisaria Mandasari; Ida Ayu Agung Idawati; IB Agustya  Mahaputra

doi:10.23887/ijcsl.v7i4.68734

Authors

IA Cynthia Saisaria Mandasari Fakultas Ekonomi dan Bisnis Universitas Warmadewa, Denpasar, Indonesia
Ida Ayu Agung Idawati Fakultas Ekonomi dan Bisnis Universitas Warmadewa, Denpasar, Indonesia
IB Agustya Mahaputra Fakultas Hukum Universitas Warmadewa, Denpasar, Indonesia

DOI:

https://doi.org/10.23887/ijcsl.v7i4.68734

Keywords:

Kewirausahaan, Digital Marketing, kelompok usaha garam, pendampingan

Abstract

Indonesia sebagai Negara Maritim dengan potensi kelautan melimpah, namun produksi garam dalam negeri tidak mencukupi kebutuhan nasional, mengakibatkan impor. Kelompok Usaha Garam (Kugar) Mertaning Segara di Pulau Bali mengalami kendala kewirausahaan, pemahaman teknik pemasaran, dan pembukuan keuangan, membatasi penjualan pada tingkat lokal. Penelitian bertujuan meningkatkan penjualan Kugar Mertaning Segara dengan memperluas pangsa pasar melalui strategi digital marketing. Penelitian ini termasuk Penelitian Pengembangan (PKM) dengan fokus pada penguatan aspek kewirausahaan dan pemasaran. Subjek penelitian adalah Kelompok Usaha Garam (Kugar) Mertaning Segara di Bali. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi. Instrumen melibatkan pedoman observasi, panduan wawancara, dan analisis dokumen. Analisis data dilakukan dengan teknik deskriptif dan komparatif untuk mengevaluasi peningkatan penjualan melalui digital marketing. Implementasi strategi digital marketing berhasil meningkatkan penjualan Kugar Mertaning Segara dengan memperluas pangsa pasar. Penelitian ini menyimpulkan bahwa penguatan kewirausahaan dan pemasaran, terutama melalui digital marketing, memberikan dampak positif terhadap peningkatan penjualan. Implikasinya, upaya serupa dapat diterapkan pada kelompok usaha sejenis untuk mendukung pengembangan sektor garam nasional.

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