Pemberdayaan UMKM melalui Pendampingan Strategic Marketing dan Manajemen Bisnis Berbasis Inovasi untuk Mewujudkan Keunggulan Kompetitif

Micro, Small, and Medium Enterprises (MSMEs) strengthen local economies by utilizing regional resources and cultural heritage. Negeri Hatumete, Tehoru District, Central Maluku Regency, produces Lopa-Lopa (Salata) handicrafts, durian dodol, and taro chips. However, limited managerial skills, marketing strategies, product branding, and digital literacy constrain business development. This community service program aimed to improve MSME competitiveness through integrated mentoring. Participatory, learning-by-doing, and needs-based approaches were implemented in six stages: preparation and coordination, socialization, training and workshops, practical mentoring, monitoring and evaluation, and sustainability planning. Activities addressed basic business management, marketing strategies, branding, packaging innovation, and digital marketing literacy. Community members participated in workshops and developed promotional materials for Salata handicrafts reflecting cultural identity. The activities illustrated the potential of combining entrepreneurial capacity building, digital technology, and cultural preservation to support enterprises. However, quantitative improvements in business competencies and performance have not been established and require further evaluation. The program provides a basis for participatory, adaptive, and sustainable MSME empowerment through collaboration among entrepreneurs, local government, and higher education institutions. Continued mentoring and assessment are needed to determine longer-term business outcomes.