IMPLEMENTASI KONSEP SUSTAINABILITY BUSINESS DALAM PRODUK BONGU UNTUK MENINGKATKAN DAYA TARIK BOLU UBI UNGU DI PASAR MODERN

Abstract

This community service aims to implement the Sustainable Business concept in Bongu (Purple Sweet Potato Cake) products to increase their attractiveness and selling value in the modern market. The application of the principle of desire is carried out by integrating economic, social, and environmental aspects (triple bottom line) in all business activities. The community service method includes market research, production processes, partnerships, and promotional strategies that focus on welfare. The results of this community service show that the use of local raw materials from Tawangmangu farmers not only supports the local community's economy but also reduces environmental impacts through distribution savings and efficient use of natural resources. In addition, the use of natural ingredients without artificial coloring and environmentally friendly packaging are tangible forms of environmental concern. From a marketing perspective, the implementation of digital promotions through social media has succeeded in improving the green brand image, expanding consumer reach, and strengthening product competitiveness in the modern market. The main obstacles that lead are the business legality process in the form of SPP-IRT permits and the instability of daily sales. Overall, this study concludes that the application of the sustainable business concept can be an effective strategy for MSMEs to achieve business desires through collaboration, production efficiency, product innovation, and strengthening sustainable digital promotions.