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All Journal Aptisi Transactions on Management ADI Pengabdian kepada Masyarakat Jurnal (ADIMAS Jurnal)
Mitra Trima Dessincer Putri
Universitas Raharja
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Social Sciences

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Data Driven and Sustainable Innovation Strategies for Long Term Product Market Fit in SMEs Sri Lestari Pujiastuti; Nanda Septiani; Adam Faturahman; Steven Harazaki Lase; Mitra Trima Dessincer Putri; April Lansonia
APTISI Transactions on Management (ATM) Vol 10 No 2 (2026): ATM (APTISI Transactions on Management: May)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/7vxxmj77

Abstract

In an increasingly dynamic and sustainability-conscious marketplace, startups and SMEs face mounting pressure to sustain product relevance and strategic resilience over time. This study investigates how integrated data-driven strategies support long-term product–market fit (PMF) through the alignment of real-time analytics, structured customer feedback loops, and sustainability-oriented innovation practices. Drawing on Resource-Based and Organizational Capability perspectives, the study conceptualizes digital capability formation as a strategic asset that strengthens adaptive market alignment under structural constraints. Using PLS-SEM analysis on data collected from 110 SMEs, five key constructs are examined: technology utilization, data-driven decision-making, customer feedback integration, sustainable innovation capability, and market responsiveness. The results indicate that technology utilization and data-driven decision-making exert significant positive effects on long-term PMF, while customer feedback integration facilitates iterative product refinement and market consistency. However, sustainable innovation capability and market responsiveness demonstrate negative path coefficients, suggesting that without structured governance, digital maturity, and prioritization mechanisms, these capabilities may generate operational strain or reactive strategic behavior that weakens long-term positioning. The findings extend the Data Strategy–Sustainability convergence literature by validating an integrative model that bridges digital capability development and responsible innovation in SME contexts. Managerially, the study highlights the importance of phased digital adoption and disciplined sustainability integration to ensure durable competitive alignment within evolving industrial ecosystems
Strengthening the Creative Economy through Branding and E-Commerce Training Muhamad Rizki; Riani Rachmawati; Mitra Trima Dessincer Putri; Umi Rusilowati; Chua Toh Hua; Richard Andre Sunarjo
ADI Pengabdian Kepada Masyarakat Vol 6 No 2 (2026): ADI Pengabdian Kepada Masyarakat
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/adimas.v6i2.1461

Abstract

This community service activity is motivated by the low level of understanding among creative economy actors in developing product branding and utilizing e-commerce as a digital marketing medium, which has resulted in limited business competitiveness amid the development of the digital market. Based on this condition, the program aims to analyze the contribution of branding and e-commerce training in improving the capacity of creative economy actors as well as the effectiveness of digital product promotion. The activity was conducted using a descriptive qualitative method with data collection techniques consisting of observation, interviews, and documentation, along with pre- and post-training evaluations to identify changes in participants’ knowledge and skills. The results of the community service involving 42 participants indicated an improvement in participants' ability to build brand identity, enhance product appearance and presentation, and manage marketing through e-commerce platforms in a more structured and effective manner, accompanied by increased confidence in promoting products and expanding market reach. The discussion confirms that the integration of branding and e-commerce training is an effective strategy in strengthening the creative economy as it improves competitiveness, digital readiness, and the sustainability of creative business actors. Therefore, branding- and e-commerce-based training programs need to be developed continuously through collaboration among academics, government, and industry practitioners to support adaptive and sustainable creative economic growth.
Co-Authors Adam Faturahman April Lansonia Chua Toh Hua Muhamad Rizki Nanda Septiani Riani Rachmawati Richard Andre Sunarjo Rusilowati, Umi Sri Lestari Pujiastuti Steven Harazaki Lase