Pendampingan Pengembangan UMKM Kedai Nun melalui Pendekatan Behavioral, Cognitive, dan Psikodinamis di Pasar Senggol Ngalah Purwosari

Abstract

MSMEs are required to adapt to changing business environments in order to remain competitive and sustainable. This community service activity aimed to analyze the change process experienced by Kedai Nun MSME in Pasar Senggol Ngalah, Purwosari, using behavioral, cognitive, and psychodynamic approaches. The methods used were observation, interviews, and documentation. The results showed that behavioral changes were reflected in the use of TikTok for marketing and improved customer service. Cognitive changes were demonstrated through the owner's ability to identify market opportunities and develop product innovations. Meanwhile, psychodynamic changes were reflected in the owner's motivation, optimism, and commitment to business development. These changes contributed to increased product variety, customer growth, and broader market reach. Therefore, adaptability, innovation, and digital technology utilization are important factors in supporting MSME development.