SMART MARKETING BASED ON SMART ENGLISH COMMUNICATION: EMPOWERING MSMESAT KAMPOENG KAJOETANGAN HERITAGE, MALANG

Abstract

This community service initiative aimed to enhance the marketing capabilities of Micro, Small, and Medium Enterprises (MSMEs) at Kampoeng Kajoetangan Heritage (KJT) Malang through smart English communication strategies. With the increasing influx of both domestic and international tourists, MSME owners faced significant challenges in communicating effectively with foreign visitors, particularly regarding product presentations, directions, and customer service delivery. The program, conducted by STIE Malangkucecwara's community service team, involved 25 MSME owners and focused on developing practical English communication skills for marketing purposes. Through interactive workshops, role-playing exercises, and practical applications, participants gained essential skills in customer interaction, product marketing, and service delivery in English. The results demonstrated significant improvements in participants' confidence levels and communication abilities, leading to enhanced customer satisfaction and increased sales to international tourists. This initiative contributes to the broader goals of tourism development and economic empowerment in heritage tourism destinations.