PENGUATAN KAPASITAS WIRAUSAHA MELALUI LITERASI HARGA JUAL DAN STRATEGI PROMOSI PRODUK OLEH-OLEH BERBASIS MANGGA UNTUK MENDUKUNG SDGS 8 DAN 12 DI DESA BULAK, INDRAMAYU

Abstract

Indramayu mangoes, as a local food resource, have considerable potential to be developed into value
added souvenir products. However, strengthening community capacity in product pricing and
promotional strategies is essential to support sustainable local entrepreneurship. This community
service program aimed to strengthen the entrepreneurial capacity of the Bulak Village community,
Jatibarang, Indramayu, through selling-price literacy and promotional strategies for mango-based
souvenir products in support of SDGs 8 and 12. The program was conducted on July 25, 2026, at the
Bulak Village Office Hall, Jatibarang, Indramayu, West Java, using an educational and hands-on
practice approach. The Culinary Product Selling Price Calculation Pocket Guide was utilized as a
supporting learning medium to improve participants’ understanding of production costs and selling
price determination. Participants also practiced large-scale diversification of Indramayu mangoes into
mango jam, mango syrup, mango juice, and mango jelly. Evaluation results showed an increase in the
mean test score from 72.5 to 98.0, with an N-Gain score of 0.927 (high category). Participant
satisfaction reached a mean score of 4.66 out of 5 (93.2%). The findings indicate that the program
effectively strengthened entrepreneurial literacy, enhanced the value of local mango products, and
created opportunities for community-based business development aligned with SDGs 8 and 12.