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

In: Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025)

Author

Listed:
  • Adrian Irnanda Pratama

    (Commerce Administration Department Bengkalis State Polytechnic)

  • Guswandi Guswandi

    (Commerce Administration Department Bengkalis State Polytechnic)

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.

Suggested Citation

  • Adrian Irnanda Pratama & Guswandi Guswandi, 2025. "Sustainable Management Model for Merah Putih Cooperative: Feasibility Study and Inclusive Marketing Strategy to Achieve Village Economic Resilience in Bengkalis Regency," Advances in Economics, Business and Management Research, in: Muhammad Udin Harun Al Rasyid & Nurul Fahmi & Yuliana Sukarmawati & I Wayan Sutina & Upayana Wiguna (ed.), Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), pages 519-534, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-938-4_59
    DOI: 10.2991/978-94-6463-938-4_59
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