Assistance to Strengthen Marketing Strategy During the Covid-19 Pandemic and Modernization of Dayak Ethnic Souvenir Products for UKM in Palangka Raya City

Abstract

The general objectives of the Community Entrepreneurial Lecturer Program (PDPWM) for Dayak Ethnic Souvenir Craftsmen UKM in Palangka Raya City, are: To provide insight and skills for Dayak ethnic Souvenir SMEs in marketing and producing quality souvenir products that are able to compete in local and international communities . The specific objectives of the Community Entrepreneur Assistant Lecturer Program (PDPWM) are: 1) Providing assistance in the form of improving marketing strategies for UKM Dayak Ethnic Souvenirs in Palangka Raya City; 2) Provide assistance for the modernization of Dayak Ethnic Souvenir products, so that they have more competitiveness in the market; 3) Increasing the variety of Dayak ethnic souvenir products through various models, and using various types of raw materials. The method of implementing service activities is carried out through 3 main activities, namely: 1) providing insight, 2) mentoring to improve skills, 3) evaluation of activities together. Several indicators of the success of this activity were measured from: 1) The number of variations of Dayak ethnic souvenir products produced by each group of craftsmen; 2) Number of variations in the use of various marketing strategies that have been mastered and used by each group of craftsmen.