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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Rizky Nurrochmad Ismail
Universitas Ibnu Sina Batam
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Strategy for Increasing Competitiveness Through Green Digital Marketing in Sandal SMEs in Wedoro Village with SWOT and QSPM Analysis Devi Susiati; Rizky Nurrochmad Ismail; Nur Ahlina Febriyati
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 3 (2026): May 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i3.3660

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the national economy, particularly in job creation and strengthening regional economies. One MSME center that contributes significantly is the sandal MSME in Wedoro Village, Waru District, Sidoarjo Regency, which has developed as a cottage industry for generations. However, in recent years, this MSME has faced challenges in the form of increased product competition, shifts in consumer behavior toward digital, and market demands for environmentally friendly products. This has led some MSMEs to persist with conventional marketing and not optimally utilize digital potential. This research aims to formulate a strategy to increase the competitiveness of the sandal MSME in Wedoro Village through an integrated, data-driven green digital marketing approach. The case study for this research was conducted on the Odiva MSME owned by Ms. Yuni, as a representative MSME that still survives with stable production capacity but faces limitations in digital marketing. Data collection was conducted through observation, interviews, questionnaires, and documentation studies. Data were analyzed using the Life Cycle Assessment (LCA) method to compare the environmental impacts of products and packaging. This was followed by a SWOT analysis to identify internal and external factors. These factors were then objectively prioritized using the QSPM to determine the best strategy based on relative attractiveness. The targeted outputs of this research include the development of alternative strategies to increase the competitiveness of sandal MSMEs based on green digital marketing, the creation of an official website as a medium for sustainable digital promotion and branding, and the publication of scientific articles in accredited national journals. The research findings are expected to provide practical contributions to partner MSMEs in Wedoro Village in expanding their market reach, enhancing the image of environmentally friendly products, and supporting business sustainability.
Peningkatan Daya Saing Produk Seni Melalui Green Marketing Pendukung OVOP di Kabupaten Sidoarjo : Pengabdian Rizky Nurrochmad Ismail; Mochammad Hatta; Ida Kusnawati Tjahjani
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5064

Abstract

Sidoarjo Regency, known as the "City of SMEs" due to its various superior regional products supporting the One Village One Product (OVOP) program, has led to increasingly fierce competition, thus demanding product differentiation, one of which is through a Green Marketing approach. The partner in this community service is the Nabila Art Gallery SME, an aromatherapy lamp manufacturer that still faces obstacles in the form of low competitiveness due to a lack of understanding of environmentally friendly promotions, product differentiation, and the use of sustainable packaging. The objective of the activity is to increase the competitiveness of partners through the implementation of Green Marketing strategies that include Green Products, Green Advertising, and Green Brands. The implementation methods include socialization, training, implementation assistance, and achievement evaluation using surveys with 15 participants. The results show that SMEs experienced a 45% increase in understanding of the Green Marketing concept, a 38% increase in branding ability, and an average increase in sales of 22%. The application of eco-friendly labels, consumer education, and differentiation based on local uniqueness have proven relevant to boosting the position of OVOP products in Sidoarjo.
Co-Authors Devi Susiati Ida Kusnawati Tjahjani Mochammad Hatta Nur Ahlina Febriyati