Implementasi Service Learning dalam Memahami Dinamika Penjualan Pedagang Pasar Sukaramai
DOI:
https://doi.org/10.66249/g67qwe22Keywords:
service learning, pedagang pasar, pembelajaran kontekstual, manajemen pemasaran, pemberdayaan mahasiswaAbstract
This service learning activity was carried out as a form of community engagement aimed at providing contextual learning experiences for students through direct observation and interaction with micro-entrepreneurs in traditional markets. The activity took place on January 25, 2025, at Sukaramai Market, involving 32 students from the Management Study Program. The implementation methods included observation and interviews with traders to understand sales strategies, market dynamics, and challenges faced in maintaining business sustainability. The results show that students gained practical understanding of marketing management practices and consumer behavior within the traditional market context. Moreover, the activity enhanced students’ social empathy and economic awareness toward the informal sector, which serves as a backbone of the local economy. This program demonstrates that the service learning approach can effectively integrate management theory with real socioeconomic realities in the field.References
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