Pelatihan Manajemen Arus Kas (Cashflow) dan Strategi Pemasaran Marketplace pada UMKM: Kolaborasi Akuntansi dan Manajemen Pemasaran

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Medan City encounter challenges in managing cash flow and utilizing digital marketing strategies through marketplace platforms, which often result in fluctuating sales and financial instability. This activity was designed to enhance the capacity of MSME actors in preparing simple cash flow statements and systematically implementing marketplace-based marketing strategies through the synergy of accounting and marketing management disciplines. The approach adopted follows a pragmatic paradigm with a participatory method, conducted through training and mentoring using a one-group pretest–posttest design. The stages of the program include identifying participants’ needs, administering a pre-test, delivering materials, practicing the preparation of cash flow templates and optimizing marketplace accounts/products, providing intensive mentoring, and conducting a post-test and evaluation. Data were collected from pre-test and post-test results, participants’ practice outputs, direct observation, and feedback, which were then analyzed descriptively to assess changes in participants’ understanding and skills. The results indicate improved comprehension of cash flow recording, separation of personal and business finances, control of operational and promotional expenses, as well as enhanced ability to design more structured marketplace strategies. Overall, the integrated training on cash flow and marketplace strategies proved effective in strengthening MSME capacity, as it supports business actors in making decisions that are more rational, measurable, and sustainable in facing the challenges of the digital economy.

ABSTRAK

Usaha Mikro, Kecil, dan Menengah (UMKM) di wilayah Kota Medan mengalami kendala dalam pengelolaan arus kas serta pemanfaatan strategi pemasaran digital melalui platform marketplace, yang berdampak pada fluktuasi penjualan dan ketidakstabilan kondisi finansial usaha. Kegiatan ini dirancang untuk meningkatkan kapasitas pelaku UMKM dalam menyusun arus kas sederhana dan mengimplementasikan strategi pemasaran berbasis marketplace secara sistematis melalui sinergi antara bidang akuntansi dan manajemen pemasaran. Pendekatan yang digunakan mengacu pada paradigma pragmatis dengan metode partisipatif, melalui pelatihan dan pendampingan yang menerapkan desain one-group pretest–posttest. Tahapan kegiatan meliputi identifikasi kebutuhan peserta, pelaksanaan pre-test, penyampaian materi, praktik penyusunan template arus kas dan optimalisasi akun serta produk di marketplace, pendampingan intensif, serta pelaksanaan post-test dan evaluasi. Pengumpulan data dilakukan melalui hasil pre-test dan post-test, produk praktik peserta, observasi langsung, serta umpan balik, yang kemudian dianalisis secara deskriptif untuk menilai perubahan pemahaman dan keterampilan peserta. Hasil pelaksanaan menunjukkan peningkatan pemahaman terkait pencatatan arus kas, pemisahan keuangan pribadi dan usaha, pengendalian biaya operasional dan promosi, serta kemampuan dalam merancang strategi pemasaran marketplace yang lebih terstruktur. Secara keseluruhan, pelatihan terpadu mengenai arus kas dan strategi marketplace terbukti efektif dalam memperkuat kapasitas UMKM, karena mampu mendorong pengambilan keputusan bisnis yang lebih rasional, terukur, dan berkelanjutan dalam menghadapi tantangan ekonomi digital.