PENYULUHAN STRATEGI PEMASARAN UMKM DESA KERSIKAN KECAMATAN GENENG KABUPATEN NGAWI

Abstract

Strengthening the family economy in Karangjati Village, Karangjati District, Ngawi Regency is the main focus of this community service which aims to increase the capacity of household-based entrepreneurs through a social approach and entrepreneurial management. The Participatory Rural Appraisal (PRA) method is applied by actively involving the community in the planning, implementation, and evaluation of activities for four months. The results of the service show a significant increase in the knowledge, skills, and motivation of participants to start a structured and sustainable household business, as well as the formation of social networks that strengthen collaboration between families. In conclusion, this participatory approach is effective in empowering the family economy with a positive social impact, although there are still limitations in ongoing assistance and access to funding. The contribution of this service lies in the development of a holistic and contextual family-based economic empowerment model, which can be replicated in other villages with similar characteristics.