Development Of a Pocket Book As a Guide On Marketing Strategies For Betawi Culinary MSMEs Setu Babakan Anindita Budi Astuti (a*), Dwi Mandasari Rahayu (b), Pratiwi Kusumowardhani (b), Hari Purnomo (b)
(a) Department of Tourism, Politeknik Negeri Media Kreatif
Jl. Srengseng Sawah, South Jakarta 12640, Indonesia
*anindita[at]polimedia.ac.id
(b) Department of Design, Politeknik Negeri Media Kreatif
Abstract
Betawi Culinary MSME Setu Babakan is one of the MSME business units located in the Betawi Cultural Village area under the management of UPK PBB Setu Babakan. Most of the Culinary MSME business units do not yet know how to distribute their products to other distribution networks outside the area and the use of packaging that is still classified as traditional makes it difficult for them to offer their products to retail shops outside the Setu Babakan Betawi Village area. The lack of knowledge, insight and ability to implement the marketing strategy of the MSME business unit is an obstacle to making their products a typical product of the Jakarta area that is widely known. The aim of this research is to develop marketing strategy material that is concise and effective, to develop pocket book media that can be used as an interesting, easy to understand and educational guide and to determine the response of MSMEs to the use of pocket books as a guide in understanding marketing strategies. The research method used in this research is Research and Development (R&D). The development model used in this research is the ADDIE model.
