Sinergi Akademik dan Praktis: Pendampingan UMKM Lokal Melalui Pendekatan Bauran Pemasaran Pada Dapur Mama Fari di Mojokerto

Dapur Mama Fari is a growing culinary MSME (Micro, Small, and Medium Enterprise) in Mojokerto, specializing in various rice-based dishes and carrying the tagline “Cooked with Heart.” Despite its promising potential, the business faces challenges in product innovation and conventional marketing strategies. To address these issues, a community service program was conducted by a team from Universitas Negeri Malang using a holistic and personal-based action research approach. This method combines soft skills empowerment with digital technology as hard skills to create an adaptive and transformative mentoring model. The mentoring process consisted of four stages: initial survey, problem identification and program planning, training, and product development based on the marketing mix concept. The focus was placed on three key elements of the marketing mix: product, place, and promotion. The results showed significant improvements in branding, packaging design, plating, and digital promotion through social media and Google Maps. Economically, the implementation of branding and digital marketing strategies led to a 10% increase in sales within the first two months. Market reach expanded through optimized social media engagement and positive customer reviews, indicating growing consumer trust and loyalty. In conclusion, the integration of marketing mix strategies and a personalized mentoring approach successfully transformed Dapur Mama Fari into a more competitive and sustainable business. This initiative demonstrates the vital role of innovation and digitalization in empowering MSMEs and enhancing their contribution to the local economy.