Improving Marketing and Financial Management Practices for Home-Based Informal Bakeries through Participatory Mentoring in Cilaja, Kuningan, West Java

Melvin  Wijaya; Sylvia Emily Binbyak  Manpioper; William Ezekiel  Tantama; Yordan  Arya; Albert Hasudungan; Eusebius Pantja  Pramudya

doi:10.29062/engagement.v10i3.2359

Melvin Wijaya Universitas Prasetiya Mulya, Jakarta Selatan, Indonesia.
Sylvia Emily Binbyak Manpioper Universitas Prasetiya Mulya, Jakarta Selatan, Indonesia.
William Ezekiel Tantama Universitas Prasetiya Mulya, Jakarta Selatan, Indonesia.
Yordan Arya Universitas Prasetiya Mulya, Jakarta Selatan, Indonesia
Albert Hasudungan Universitas Prasetiya Mulya, Jakarta Selatan, Indonesia
Eusebius Pantja Pramudya Universitas Prasetiya Mulya, Jakarta Selatan, Indonesia

DOI: https://doi.org/10.29062/engagement.v10i3.2359

Keywords: Female Enterpreneurship, Empowerment, Marketing, Finance

Abstract

Background: Female entrepreneurs are characterized by meticulousness and patience in managing their businesses. However, concerns regarding risk and unstructured marketing and financial management often constrain informal enterprise development. The home-based bakery Aneka Kue Almira in Cilaja, Kuningan, faced challenges including limited marketing reach (only 50 Instagram followers), absence of product catalogues, no digital payment systems, and mixed personal-business finances, resulting in monthly losses with revenue of Rp2.48 million against costs of Rp2.5 million.

Purpose of the Study: This community development initiative aims to provide entrepreneurial empowerment to enhance the capacity of informal women-owned businesses, enabling them to become more resilient, systematic, and sustainable enterprises through improved marketing and financial management practices.

Methods: Through a 20-day participatory mentoring program using Community-Based Participatory Research (CBPR) approach, interventions included product catalogue development, social media reactivation (Instagram, TikTok, Facebook), QRIS payment implementation, COGS calculation training, and separation of personal and business finances. Post-program monitoring was conducted from January to April 2026.

Results: Instagram followers increased from 50 to 215 followers with 30 distinguished postings. Monthly sales revenue more than doubled from Rp2.48 million (November 2025) to Rp5.85 million (March 2026). Financial management improved by maintaining overall costs below 60% of total sales revenue, returning financial loss into profit. The female entrepreneur demonstrated improved ability to manage expectations, reduce uncertainty, and maintain consistent bookkeeping practices

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