UNS — The Community Service Team (PKM) of Partnership Program Universitas Sebelas Maret (UNS) Surakarta held a workshop on “Workshop on Marketing Research, Training for Google Trends and Google Business” held in Baluwarti Village Hall Surakarta on Saturday (24/4/2021).
This workshop is a series of PKM programs titled “Clustering SME Based on Marketing Research through Digital Marketing to Improve Magersari Community Economy in Surakarta Heritage Area, A Case Study: Magersari Baluwarti Surakarta”. This workshop was held in collaboration between the Institute of Research and Community Service (LPPM) UNS and Architectural Engineering and Environment Research Group. This program was initiated by Architectural Engineering UNS Faculty Member Dr. Ars. Avi Marlina, S.T., M.T., and UNS Community Service Team that consists of Dr. Ars. Ir. Untung Joko Cahyono, M.Arch., and Dr. Ir. Musyawaroh, M.T. The team was assisted by four Architectural Engineering Program UNS students, Herdion Christian Putra Ervan, Rakai Dias Rizky, Anselmus Dimas Surya Adi Prabowo, and Alifina Nurul Izzah.
The workshop was attended by Baluwarti Village Chief, community leaders, and entrepreneurs of Baluwarti leading SMEs such as Gudheg Njero Mbeteng Baluwarti, Gudheg Cendani, Bacem Khas Solo Rupidal, Geprek Magangan, Ayam Geprek Pawon Mak’e Ndalem Purwodiningratan Baluwarti, Onno Cokies, Rawon Balungan, Arem-Arem Viola, Tengkleng Seger bu Susi khan Kraton Solo, BlangkemenSolo, Minuman Eyang Cipto Wiguno, Rumah Batik Gambuhan Baluwarti, Oleh-oleh Luthfi, Ledre, Tahu Bakso, and Kin’s Handycarft.
This workshop trained SME entrepreneurs on how to maximize their sales through Google Business. The entrepreneurs were trained to create Google Business account under the guidance of the PKM Team and UNS Architectural Engineering students. Baluwarti is one of nine villages in Pasar Kliwon Sub-District, Surakarta City. This village is special because it is located around the Kasunanan Surakarta Hadiningrat Palace, making Baluwarti included in the cultural heritage area. Baluwarti also has many potentials regarding cultural tourism, including historic buildings, diverse cultural products, creative industry, and local cultural arts. “One of leading local products and will be developed in Baluwarti special cuisines managed by the SMEs,” Dr. Avi Marlina stated.
Dr. Avi also stated that the critical issue faced by SME entrepreneurs is the size of their market and its coverage, resulting in an unfocused strategy in targeting the market. This condition leads to small income and cash flow while hiring a consultant will lead to additional costs. In the digital era, besides market issues, SMEs also need to face funding and low human resources problems for digital management and sales. They also handle production operations manually, which adds to the problems that need to be addressed.
The lack of market analysis and managerial ability could be solved by introducing the SMEs to google trends and google business facilities, teaching low cost and simple research culture for the SMEs, and creating a cluster to promote communication and facilitate the monitoring process. Dr. Avi explained that SMEs in the Magersari area have a high spirit of increasing the income from their industrial products.
“The workshop is expected to make the community know digital marketing better through a simple way that could increase their sales and in turn, improve Magersari Baluwarti Surakarta local economy,” Dr. Avi said. Humas UNS
Reporter: Rangga Pangestu Adji
Editor: Dwi Hastuti