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All Journal Dialektika: Jurnal Ekonomi dan Ilmu Sosial SWARNA
Mahameru Nur Ikhsan Ramadhan
Universitas Mataram
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Peran Digital Marketing dan Orientasi Pasar terhadap Kinerja Pemasaran dengan Memanfaatkan Keunggulan Bersaing (Industri Gerabah Banyumulek) Dewi Rispawati; Lale Puspita Kembang; Herawati Khotmi; Yeldi Dwi Genadi; Mahameru Nur Ikhsan Ramadhan; Dian Mila Safitri
DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial Vol 10 No 2 (2025): Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36636/dialektika.v10i2.7734

Abstract

This study aims to examine the influence of digital marketing and market orientation on marketing performance, with competitive advantage as a moderating variable. The research adopts a quantitative approach. The population consists of the pottery industry, with a sample size of 100 respondents. The sampling technique employed was probability sampling. Data were collected through questionnaire distribution. The analysis was conducted using SmartPLS software. Hypothesis testing was based on a P-value threshold of<0.05, indicating hypothesis acceptance. The results reveal that digital marketing has a positive effect on marketing performance, whereas market orientation has a negative effect. Competitive advantage strengthens the relationship between digital marketing and marketing performance, while it weakens the relationship between market orientation and marketing performance. The findings suggest that enhancing digital literacy can reduce the industry’s reliance on traditional marketing, enabling pottery products to compete with modern crafts. Future research is recommended to include additional variables, such as marketing strategy and product quality.
Pembuatan Masterplan Pengembangan Desa Wisata Berbasis Pemetaan Potensi Lokal di Desa Bukit Tinggi, Gunungsari, Lombok Barat Dewi Rispawati; Lale Puspita Kembang; Herawati Khotmi; I Gusti Agung Arista Pradnyani; Nadia Nuril Ferdaus; Mahameru Nur Ikhsan Ramadhan; Emy Husrul Linny
SWARNA: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 9 (2026): SWARNA : Jurnal Pengabdian Kepada Masyarakat, September, 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/swarna.v5i9.4375

Abstract

Desa Bukit Tinggi, Kecamatan Gunungsari, Kabupaten Lombok Barat memiliki potensi wisata alam yang beragam, namun pengembangannya masih terkendala oleh belum tersedianya dokumen perencanaan terpadu, keterbatasan sarana - prasarana, kapasitas kelembagaan yang belum optimal, serta promosi yang masih terbatas. Kegiatan pengabdian ini bertujuan menyusun Masterplan Pengembangan Desa Wisata Berbasis Pemetaan Potensi Lokal sebagai pedoman pengembangan Desa Wisata Bukit Tinggi, menggunakan pendekatan Participatory Rural Appraisal (PRA) dan participatory planning melalui tahap persiapan, pelaksanaan (observasi, wawancara, Focus Group Discussion), serta evaluasi dan validasi dokumen bersama Pemerintah Desa dan Pokdarwis. Hasil kegiatan berhasil mengidentifikasi potensi wisata unggulan, menyusun lima zona pengembangan kawasan, serta merumuskan roadmap pembangunan jangka pendek, menengah, dan panjang hingga tahun 2035. Keberhasilan kegiatan didukung oleh komitmen pemerintah desa dan partisipasi aktif masyarakat, sementara keterbatasan infrastruktur, SDM, dan pendanaan menjadi tantangan utama yang perlu diatasi secara bertahap melalui implementasi masterplan.
Co-Authors Dewi Rispawati Dian Mila Safitri Emy Husrul Linny Herawati Khotmi I Gusti Agung Arista Pradnyani Lale Puspita Kembang Nadia Nuril Ferdaus Yeldi Dwi Genadi