PENGABDIAN KEPADA MASYARAKAT PELATIHAN OPTIMALISASI BIAYA PEMASARAN UNTUK MEMBENTUK MODEL PENGELOLAAN BIAYA PEMASARAN YANG EFEKTIF

Abstract

Presently, MSMEs in Indonesia growing very rapidly which carry out employment more than 90% of the total workforce. In order to promote its performance, MSMEs must be able to allocate and optimally manage marketing costs that their products and services can be accepted and purchased. This study aims to find factors that influence the optimization of marketing costs and analyze these factors to develop an effective and efficient marketing cost management model. The study was conducted at Lenteng Agung, South Jakarta. The sample used is 26 UMKM. Data were obtained using a questionnaire. Indepth interview technique used with an exploratory study technique to obtain information through individual interviews to gain understanding. Based on the analysis, can be concluded that the marketing cost model will be more effective if the marketing method is developed using an outlet network, using exhibition facilities by prioritizing products that use innovation by directing efforts to obtain sustainable coaching from private institutions/BUMNs with the use of a variety of marketing media including media on line.