ANALISIS MARKETING PUBLIK RELATION KUE MANCO USAHA MIKRO DAN KECIL MENENGAH (UMKM) PEMERITAH DESA TAMBAKMAS KECAMATAN KEBONSARI KABUPATEN MADIUN TAHUN 2023

This research is motivated by the development of micro and small and medium SME business units in Tambakmas Madiun village. One of the products that is a village commodity is manco cake. However, as time progresses with modernization and changes in consumption patterns, there are concerns that the tradition of making and consuming Manco Cake will diminish. Therefore, the community and local government feel the need to preserve and promote this traditional cake. One of the steps taken is to hold a manco cake festival in Tambakmas Madiun village with the hope that it will revive and popularize manco cakes among the wider community. The research results show 3 findings, namely; (1) The branding strategy in the Mancome cake festival includes two steps: first, showing the superiority of manco cake production in terms of the quality of the ingredients used in making it and the process of making it, second, ensuring the quality of the taste is still authentic and genuine. (2) The challenges faced by manco cake entrepreneurs are: first, limited business capital, second, marketing products that are still traditional. (3) The implications after holding the Manco cake festival are: first, improving the regional economy, such as increasing the number of sales of Manco cakes and other products. Second, the Manco cake festival is able to maintain and preserve local cultural heritage and maintain the authenticity of local products from Tambakmas village.