STRATEGI DIFERENSIASI DAN POSITIONING BRAND PRODUK UMKM UNTUK PROMOSI PARIWISATA DAERAH BENGKULU (Penyuluhan pada Kelompok Masyarakat di sekitar Objek Wisata Sungai Suci Kabupaten Bengkulu Tengah)
DOI:
https://doi.org/10.22441/jam.v7i1.11484Keywords:
Komunikasi Pemasaran, Diferensiasi dan Positioning Brand, Pariwisata BengkuluAbstract
Kegiatan pengabdian masyarakat ini merupakan kegiatan lanjutan yang menyasar pada kelompok usahawan pada masyarakat sekitar lokasi objek wisata Sungai Suci di kecamatan desa Pondok Kelapa kabupaten Bengkulu Tengah. Jika pada tahun 2019 kegiatan pengabdian berupaya untuk membimbing kelompok usahawan agar dapat memikirkan ide bagi pembuatan proposal komunikasi bisnis yang berpotensi untuk didanai, maka tahun 2020 ini kegiatan diarahkan untuk proses penyuluhan dan pembimbingan kepada usahawan agar dapat mengenal karakteristik produk Usaha Kecil dan Menengah (UMKM) yang diupayakan memiliki kemasan yang layak jual dan memiliki penciri khusus untuk menunjang pariwisata daerah Sungai Suci. Perspektif yang digunakan dalam kegiatan pengabdian masyarakat ini adalah komunikasi pemasaran. Metode pelaksanaan kegiatan yang akan diterapkan dalam pengabdian ini adalah pengenalan pendekatan Unique Selling Proposition (USP) yang dapat menjelaskan dan menemukan diferensiasi dan positioning brand dari produk UMKM yang layak untuk dipasarkan untuk mendukung promosi pariwisata daerah Bengkulu. Hasil dari kegiatan ini adalah adanya evaluasi pemikiran bagi jenis produk yang akan dijual, evaluasi rancangan kemasan produk UMKM yang telah dimiliki dan siap dipromosikan, serta publikasi hasil pengabdian pada jurnal Abdi Masyarakat Universitas Mercubuana Jakarta.
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