Strategi Manajemen Pemasaran Koperasi Kelurahan Merah Putih Yang Menguntungkan dan Berkelanjutan di Kota Tangerang

Abstract

This community service activity aims to analyze, formulate, and develop effective marketing management strategies to increase the profitability and sustainability of the Merah Putih sub-district cooperative business. The research approach used is descriptive qualitative combined with quantitative data. Data collection was carried out through literature study techniques, field observations, and in-depth interviews. Data analysis was carried out by evaluating the internal and external environment of the organization using a SWOT analysis framework. The results of the community service formulated that the sustainability of the cooperative can be achieved through a marketing strategy oriented to the needs of members and the wider community. This strategy includes product or service diversification, modernization of distribution channels through digitalization, and the establishment of competitive pricing policies. Optimizing this adaptive marketing management is projected to be able to increase business volume, which will have a positive linear impact on the profitability and long-term sustainability of the cooperative.