Pemberdayaan UMKM Oemah Anglo melalui Implementasi Diversifikasi Usaha, Green Human Resource Management, dan Pemasaran Digital menuju Usaha Berkelanjutan

Indra Hastuti; Indah Wahyu Utami; Martha Ardiyanto

doi:10.55606/jppmi.v5i3.2913

Authors

Indra Hastuti Universitas Duta Bangsa Surakarta
Indah Wahyu Utami Universitas Duta Bangsa Surakarta
Martha Ardiyanto Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.55606/jppmi.v5i3.2913

Keywords:

Business Diversification, Business Sustainability, Digital Marketing, Entrepreneurship, MSMEs

Abstract

This Community Service Program (PKM) aimed to empower Oemah Anglo Micro, Small, and Medium Enterprise (MSME) in Surakarta City through business diversification, Green Human Resource Management (Green HRM), and digital marketing strategies to improve competitiveness, operational efficiency, and business sustainability. Oemah Anglo, a traditional Javanese food enterprise, faces challenges including limited product innovation, low adoption of environmentally friendly production practices, and suboptimal utilization of digital marketing platforms. This program supports the achievement of Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 12 (Responsible Consumption and Production), while contributing to higher education performance indicators through research-based community engagement. The implementation methods included socialization, needs assessment, product diversification training, Green HRM training, digital marketing training through social media and online marketplaces, mentoring, and evaluation. The results showed increased participant knowledge and skills in developing innovative products, implementing sustainable production practices, and utilizing digital platforms to expand market access. The program also strengthened managerial capabilities and improved MSME competitiveness in responding to market changes. This initiative contributes to local economic empowerment by optimizing MSME potential and supporting sustainable, innovation-based economic development.

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