DOWNSTREAM DEVELOPMENT OF VILLAGE-OWNED ENTERPRISES (BUMDes) BASED ON DIGITAL MARKETING TECHNOLOGY IN PANGKEP REGENCY, SOUTH SULAWESI

Abstract Rural development plays a crucial role in supporting national development. Therefore, development is directed towards utilizing existing resources. This is expected to reduce dependence on cities. The Village-Owned Enterprises (BUMDES) in Pangkajene Kepulauan Regency play a key role in this resource utilization process. This study aims to: (1) determine the management system for BUMDES in Pangkajene Kepulauan; and (2) determine how to improve BUMDES business development in the regency. This study uses a qualitative descriptive approach. The subjects of this study were BUMDes in Pangkajene Kepulauan. The key informants were BUMDES Directors, Village Heads, BUMDes staff, the Head of the Regency's Human Development and Culture Agency (PMD), and the Head of the Pangkep PMD Division.The results of this study indicate that: (1) BUMDES management in Pangkajene Kepulauan Regency is carried out based on regulations, such as the institutional formation process and the availability of facilities and infrastructure. (2) The method for developing the Pangkep BUMDES business is through financial intervention (capital) from the Regency government to the village, empowering the community to participate in BUMDES development, fostering the community and BUMDES officers through training and mentoring, and developing partnerships with various parties aimed at assisting in the marketing of BUMDES Pangkep's products, namely processed fishery products and packaging.The conclusion of the research is that the management of the BUMDES in Pangkajene Kepulauan Regency has been carried out in accordance with applicable regulations and work procedures established jointly by all parties related to the BUMDES in Pangkep Regency. The institutional structure of the BUMDES was also carried out effectively, as it no longer involves village officials or village people's consultative body administrators.