PEMASARAN BERBASIS KOMUNITAS DAN KEMITRAAN PADA KALIBOTO GREEN INSTITUTE

Abstrak

This study aims to identify and analyze community-based marketing strategies and partnerships
undertaken by Kaliboto Green Institute, an institution engaged in goat farming, fish farming, and
fermented animal feed processing in Central Java. Using a qualitative approach through case studies,
this research explores the role of local communities and strategic partnerships in expanding markets
and increasing product sales. Data were obtained through in-depth interviews, direct observation, and
document analysis.
The results show that community-based marketing is effective in strengthening local community
involvement and increasing product acceptance in the market. Partnerships with cooperatives and
educational institutions also contributed significantly in supporting product marketing and distribution.
However, some challenges such as coordination among partners and limited resources need to be
addressed to improve the success of the program.
This study provides practical guidance for small and medium-sized enterprises to leverage the power
of community and partnerships in marketing strategies. In addition, the findings also have implications
for the development of sustainable marketing policies in the livestock and fisheries sectors.