Implementasi Strategi Pemasaran Usaha Ice Cream dalam Upaya Meningkatkan Pendapatan di SMK Agribisnis Dangau Datuk Pekan Sabtu Kecamatan Selebar Kota Bengkulu
Abstract
This study discusses the marketing strategies implemented in the ice cream business at SMK Agribisnis Dangau Datuk as an effort to increase income. This business is run by students as part of entrepreneurial practice and agribusiness skills development. In facing tight competition in the food and beverage sector, the implementation of effective marketing strategies is very important to attract consumers and expand market share. This study uses a qualitative method with a qualitative descriptive approach. Based on the results of the marketing strategy activities implemented include the use of social media for promotion, packaging design innovation, providing discounts, and improving service quality. The results of the community service show an increase in interest and sales of ice cream products, although there are still obstacles such as limited capital and production facilities. With the strengthening of sustainable marketing strategies, this business has the potential to make a significant contribution to increasing income and developing student entrepreneurship.
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