Strategi Pemasaran Berkelanjutan Untuk Meningkatkan Loyalitas Konsumen Generasi Z Di Lingkungan Rw 04 Kelurahan Cipedak Kecamatan Jagakarsa Kota Jakarta Selatan
DOI:
https://doi.org/10.32493/jamh.v7i1.54643Abstract
Pengabdian ini bertujuan untuk meningkatkan pemahaman pelaku UMKM terhadap strategi pemasaran berkelanjutan yang sesuai dengan karakteristik konsumen Generasi Z. Metode pelaksanaan meliputi penyuluhan, pelatihan interaktif, serta pendampingan langsung kepada pelaku UMKM. Hasil kegiatan menunjukkan peningkatan pengetahuan pelaku usaha tentang pentingnya keberlanjutan dalam pemasaran, pemanfaatan platform digital seperti Instagram dan TikTok, serta teknik membangun loyalitas konsumen melalui pendekatan nilai dan teknologi. Kegiatan ini memberikan kontribusi nyata dalam membangun kapasitas UMKM lokal agar lebih adaptif dan kompetitif di pasar modern. Melalui strategi pemasaran berkelanjutan, diharapkan UMKM di wilayah tersebut mampu menciptakan hubungan jangka panjang dengan konsumen Generasi Z serta mendorong pertumbuhan ekonomi berbasis komunitas yang inklusif dan berdaya saing.
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