Enhancing Consumer Purchase Interest through Marketing Socialization for Souvenir MSMEs in Penglipuran Village Indonesia

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in supporting local economic development, particularly in tourism destinations. However, many souvenir entrepreneurs in Penglipuran Village continue to encounter challenges in attracting consumers due to limited knowledge of effective marketing strategies and evolving consumer preferences. This community service program aimed to improve entrepreneurs' understanding of consumer purchase interest and practical marketing approaches through a structured socialization program. The activity involved 25 souvenir MSME entrepreneurs in Penglipuran Village. The implementation consisted of interactive presentations, group discussions, and question-and-answer sessions focusing on consumer behavior, product value, service quality, digital marketing, and customer relationship management. Participants demonstrated increased awareness of marketing concepts and expressed stronger motivation to implement customer-oriented strategies in their businesses. The program also encouraged participants to recognize the importance of product differentiation, promotional activities, and service excellence in enhancing consumer purchase intention. Overall, the community service initiative contributed to strengthening the marketing capacity of local MSMEs and provided practical knowledge that may support business sustainability in tourism-based communities.