Pemanfaatan Potensi Lingkungan untuk Optimalisasi Pemberdayaan UMKM di Dusun Lerek, Gombengsari
Keywords:
micro, small, and medium enterprises, Community-Based Empowerment, , local resources Utilization, rebranding Strategy, participatory action researchAbstract
The utilization of local potential as an economic resource has not been fully optimized by micro, small, and medium enterprises (MSMEs) in Lerek Hamlet, Gombengsari Village, Indonesia. This study aims to examine strategies for strengthening MSME empowerment through the utilization of environmental and local resources as a basis for community-based economic development. The research employed a Participatory Action Research (PAR) approach, involving MSME actors in the processes of problem identification, planning, action, and evaluation. The findings indicate that the utilization of local resources—particularly coffee, honey, milk, and banana chips—remains suboptimal in terms of production, branding, and market reach. The study identifies rebranding and the digitalization of social media platforms as key strategic interventions to enhance product competitiveness and expand market access. This research highlights the importance of participatory empowerment models and digital transformation in optimizing local economic potential and strengthening the sustainability of rural MSMEs
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