PEMBINAAN DIRECT MARKETING PRODUK KREATIF MAHASISWA PADA KEGIATAN CAR FREE DAY KABUPATEN SITUBONDO

Abstract

This community service program aimed to strengthen students’ entrepreneurial competencies through direct marketing coaching for creative products during the Car Free Day (CFD) events in Situbondo Regency. The program was implemented as part of the Entrepreneurship II course at the Faculty of Economics and Business, Universitas Abdurachman Saleh Situbondo, involving 89 sixth-semester students. The activities were conducted on May 31, June 7, June 14, and June 21, 2026, at three CFD locations: Besuki Town Square, Kapongan Town Square, and Situbondo Town Square. The implementation adopted an experiential learning approach consisting of Business Model Canvas (BMC) development, brand identity creation, product testing, packaging and labeling, promotional media production, and direct product marketing to the public. The products marketed included processed food and beverages, handicrafts, design services, accessories, and fashion products. The results demonstrated significant improvements in students’ entrepreneurial skills, particularly in business planning, product branding, interpersonal communication, negotiation, customer service, and market analysis. Direct interaction with consumers enabled students to obtain immediate feedback regarding product quality, pricing, packaging, and customer preferences, which became valuable input for product improvement and business development. Furthermore, the program strengthened collaboration between the university and the Situbondo Regency Government in supporting local economic development through student entrepreneurship and creative industry promotion. Overall, this direct marketing-based community service program proved to be an effective experiential learning model for fostering entrepreneurial character, increasing students’ self-confidence, and producing competitive, market-oriented creative products