DEVELOPING MARKETING AND IMPROVING COMMUNITY RESOURCE PERFORMANCE

IN SUKAMAKMUR, BOGOR REGENCY

Abstract

This Community Service (PKM) activity was conducted in Sukamakmur District, Bogor Regency, with the aim of developing marketing capabilities and improving the performance of local community resources (HR). The main challenges faced by partners were the low competitiveness of local products and the lack of managerial and digital marketing skills among small business owners. Implementation methods included digital marketing training, HR management, entrepreneurial mentoring, and outcome evaluation. The results showed a significant increase in participants' understanding of marketing strategies, business management skills, and increased community productivity. This activity is expected to become a model for competency-based community empowerment and marketing innovation.