Edukasi Pemasaran Kreatif Bagi UMKM Kaos Bengkulu Berdasarkan Praktik Usaha Omah Oblong Yogyakarta

Avrilina Nur Fadhillah; Tera Andini Wulansari; Vanisa Ramadhani; Monda Monda; Veny Puspita

doi:10.29303/rengganis.v6i1.1147

Avrilina Nur Fadhillah Universitas Prof Dr Hazairin SH
Tera Andini Wulansari Universitas Prof Dr Hazairin SH
Vanisa Ramadhani Universitas Prof Dr Hazairin SH
Monda Monda Universitas Prof Dr Hazairin SH
Veny Puspita Universitas Prof Dr Hazairin SH

DOI: https://doi.org/10.29303/rengganis.v6i1.1147

Keywords: Bengkulu, Creative Marketing, Local Brand, Omah Oblong, T-Shirt MSMES

Abstract

The low adoption of modern marketing strategies and the lack of cultural-based product differentiation are the main constraints facing the development of garment and souvenir t-shirt MSMEs in Bengkulu City. This community service activity aimed to educate and improve the capacity of t-shirt MSMEs in Bengkulu by implementing creative marketing strategies and storytelling. The target partner was the "Bengkulu T-Shirt Craftsmen Association," involving 25 active micro-business participants in collaboration with the Faculty of Economics and Business, UNIHAZ. The implementation method consisted of three main phases: preparation, execution (intensive training, industry visits to Omah Oblong Yogyakarta, and workshops), and evaluation using pre-test and post-test instruments. Quantitative evaluation showed a significant increase in participants' understanding, with the average comprehension score rising from 42% to 88%. Qualitatively, participants successfully formulated a content marketing blueprint based on Bengkulu's cultural potential, such as the Besurek fabric motif and local historical icons. The output proves that adapting a culture-based educational business model is highly effective in improving creative market orientation for local MSMEs.

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