Implementasi Pendekatan ABCD dalam Meningkatkan Produktivitas dan Daya Saing UMKM T&T Souvenir

Abstract

This study aims to examine the participation of student interns in community service in the creative business sector of T&T Souvenirs. The main focus is on the role of students in strengthening operational and managerial skills, as well as providing practical support to increase productivity and competitiveness in the MSME sector. The method used in this case study discussion employs the ABCD approach, also known as Asset- Based Community Development, which involves direct observation or identification, in-depth interviews, and the utilization of local assets. The research shows the active participation of students in significantly impacting the improvement of production efficiency, the development of digital marketing strategies, and proper business financial management. The role of student interns here is to apply theoretical knowledge from the classroom to the practical context of business. This activity also serves as a platform for students to hone soft skills such as leadership, teamwork, and problem solving. Therefore, this research program has recommended the implementation of programs that support the advancement of the MSME sector, especially in Kediri City, and prepare competent students.