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

Adrian Irnanda Pratama () and Guswandi Guswandi
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Adrian Irnanda Pratama: Commerce Administration Department Bengkalis State Polytechnic
Guswandi Guswandi: Commerce Administration Department Bengkalis State Polytechnic

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 519-534 from Springer

Abstract: 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.

Keywords: Inclusive Marketing Strategies; Merah Putih Cooperative (KMP); Sustainable Management Model (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-938-4_59

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DOI: 10.2991/978-94-6463-938-4_59

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