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All Journal Dinasti International Journal of Education Management and Social Science Mandalika Journal of Community Services
Ratnawita Ratnawita
Universitas Mitra Bangsa, Indonesia
Humanities Education Environmental Science Social Sciences Other

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UMKM Kelurahan Cilodong-Depok Berperan Aktif Dalam Transformasi Masyarakat Menuju Kemandirian Yang Berkelanjutan Prihatina Jati; Ahmad Firdaus; Meirna Milisani; Ratnawita Ratnawita
Mandalika Journal of Community Services Vol. 2 No. 1 (2025): Mandalika Journal of Community Services
Publisher : Penerbit Mandalika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjcs.v2i1.160

Abstract

Tujuan dari penyuluhan atau pembekalan strategi pemasaran UMKM (Usaha Mikro Kecil Menengah) di Kelurahan Cilodong Depok adalah untuk memberikan pemahaman tentang bagaimana pemasaran UMKM bisa menghasilkan hasil yang maksimal, sehingga dapat meningkatkan taraf kehidupan yang lebih baik lagi. Masyarakat sekitar diharapkan mengetahui bahwa Wirausaha adalah orang yang menjalankan usaha atau perusahaan dengan kemungkinan untung atau rugi. Oleh karena itu wirausaha perlu memiliki kesiapan mental, baik untuk menghadapi keadaan merugi maupun untung besar. Sehingga diharapkan dengan adanya tambahan penyuluhan ini masyarakat yang berwirusahan lebih percaya diri, mempunyai banyak minat, bisa bersepakat, mempunyai ambisi, berjiwa penjelajah, suka memcoba sesuatu, dll. Melalui Kolaborasi Mahasiswa dan Dosen Universitas Mitra Bangsa, penyuluhan kepada masyarakat di Kelurahan Cilodong kedepan mereka bisa menjadi UMKM yan berperan aktif dalam transformasi masyarakat menuju kemandirian yang berkelanjutan.
Marketing Strategy Agility and MSME Resilience: Navigating Post-Digital Consumption Behavior Shifts for Sustainable Economic Impact Widya Nengsih; Ratnawita Ratnawita; Selfiana Selfiana
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 5 (2026): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i5.6675

Abstract

Changes in post-digitalization consumption behavior encourage Micro, Small, and Medium Enterprises (MSMEs) to adapt marketing strategies that are more flexible and responsive to market dynamics. This study aims to analyze the influence of marketing strategy agility on the resilience of MSMEs in facing shifts in digital consumer behavior and its implications for economic sustainability. This study is located on MSMEs in the culinary sector in Cirebon City, Indonesia. The research uses a quantitative approach with a survey method of 60 MSME actors who have utilized digital media in marketing activities. The data analysis technique used multiple linear regression. The results of the study show that marketing strategy agility has a positive and significant effect on the resilience of MSMEs. The ability to adapt to market trends, strategic flexibility, and digital channel optimization have been proven to improve the ability of MSMEs to maintain business performance amid changes in consumer behavior. In addition, shifts in digital consumption behavior, particularly preferences for ease of access and speed of services, are contextual factors that reinforce the relevance of adaptive marketing strategies. This research contributes to the development of marketing management studies, especially related to the role of agility in the context of MSMEs, as well as practical implications for business actors and policymakers in strengthening economic resilience based on digital transformation.
Co-Authors Ahmad Firdaus Jati, prihatina Meirna Milisani Selfiana Selfiana Widya Nengsih