Sustainable Management Model for Merah Putih Cooperative: Feasibility Study and Inclusive Marketing Strategy to Achieve Village Economic Resilience in Bengkalis Regency

DOI

10.2991/978-94-6463-938-4_59How to use a DOI?

Keywords

Inclusive Marketing Strategies; Merah Putih Cooperative (KMP); Sustainable Management Model

Abstract

The Merah Putih Cooperative Program (KMP) aims to foster rural economic development in Indonesia, yet its implementation faces substantial challenges due to critical knowledge gaps. This study investigates the perceptions and understanding of KMP’s business feasibility, model, implementation plan, and risk management among local stakeholders. Employing a mixed-methods approach in Bengkalis Regency, Riau Province, data was collected through questionnaires (N = 122) and interviews with village and sub-district officials. Core findings reveal a significant lack of understanding: only 22.13% comprehend business feasibility, 21.31% grasp the business model, and 17.21% understand risk analysis. Furthermore, 62.30% of respondents disagree with KMP’s establishment, and 72.13% perceive it as similar to existing Village-Owned Enterprises (BUMDesa), highlighting poor communication and training. This research proposes a tailored, sustainable management model for KMP in Bengkalis Regency, integrating a comprehensive feasibility study and inclusive marketing strategies within a Planning, Organizing, Actuating (POA) framework. Theoretically, this model enhances understanding of cooperative management in nascent governmental programs. Practically, it provides actionable insights for policymakers to improve communication, training, and risk mitigation, fostering KMP’s long-term sustainability and village economic resilience.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Adrian Irnanda Pratama
AU  - Guswandi Guswandi
PY  - 2025
DA  - 2025/12/31
TI  - Sustainable Management Model for Merah Putih Cooperative: Feasibility Study and Inclusive Marketing Strategy to Achieve Village Economic Resilience in Bengkalis Regency
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 519
EP  - 534
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_59
DO  - 10.2991/978-94-6463-938-4_59
ID  - Pratama2025
ER  -