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All Journal Natural: Jurnal Pelaksanaan Pengabdian Bergerak Bersama Masyarakat Jurnal Bisnis Kreatif dan Inovatif
Eka Kristina Waruwu
Universitas Islam Negeri Sumatera Utara
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Engineering Health Professions Law, Crime, Criminology & Criminal Justice

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Peran Inovasi dalam Meningkatkan Daya Saing Usaha Mikro Kecil dan Menengah (UMKM) di Kota Medan Anju Andini; Eka Kristina Waruwu; Yusuf Adzka Tarigan
Jurnal Bisnis Kreatif dan Inovatif Vol. 3 No. 2 (2026): Juni: Jurnal Bisnis Kreatif dan Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubikin.v2i4.1164

Abstract

This study aims to analyze the role of innovation in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Medan City. The research employs a qualitative approach through direct interviews with several MSME owners from various business sectors. The results reveal that innovation plays a significant role in strengthening business competitiveness through product development, digital marketing strategies, and improvements in production processes. Product innovation among MSMEs includes changes in design, quality enhancement, and product diversification based on market demand. Meanwhile, marketing innovation is achieved through the utilization of social media and digital platforms to expand market reach and improve customer engagement. However, MSME actors still face challenges such as limited capital, low digital literacy, and lack of access to training and mentorship. Therefore, collaboration between business actors, government, and supporting institutions is essential to build a sustainable innovation ecosystem that strengthens the competitiveness of MSMEs in the digital era.
Implementasi Digitalisasi Pemasaran sebagai Upaya Meningkatkan Daya Saing UMKM Kuliner Bunda Deni di Desa Paya Bengkuang, Kecamatan Gebang, Kabupaten Langkat Nazwa Tantri Fitria; Ammar Halomoan Sihombing; Syahila Bunga Dammadifa Htb; Eka Kristina Waruwu; Sri Karyani Damanik
Natural: Jurnal Pelaksanaan Pengabdian Bergerak bersama Masyarakat. Vol. 4 No. 3 (2026): August : Natural: Jurnal Pelaksanaan Pengabdian Bergerak bersama Masyarakat
Publisher : Asosiasi Riset Ilmu Kesehatan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/natural.v4i3.2701

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting local economic activity, including job creation and increasing community income. The advancement of digital technology offers MSMEs opportunities to expand their marketing efforts through digital channels, thereby increasing consumer awareness of their products. However, some MSMEs in rural areas still face limitations in utilizing digital technology for marketing purposes. This study aims to analyze the implementation of marketing digitalization as a means to enhance the competitiveness of the "Bunda Deni" culinary MSME in Paya Bengkuang Village, Gebang District, Langkat Regency. The study employs a qualitative approach using a descriptive method. Data were collected through observation, interviews, and documentation involving the business owner and parties associated with the marketing activities of the "Bunda Deni" culinary MSME. Data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing. The results indicate that marketing digitalization can be implemented through the use of social media, instant messaging applications, product content creation, and digital payment systems. Utilizing digital media provides opportunities for MSMEs to expand their marketing reach, introduce products to new consumers, improve customer communication, and build a business identity. Nevertheless, the implementation of digitalization faces several challenges, particularly limited content creation skills, inconsistent social media management, and a lack of knowledge regarding digital marketing strategies. Therefore, guidance and improvements in digital literacy are necessary to ensure that marketing digitalization can be sustained and effectively support the increased competitiveness of the "Bunda Deni" culinary MSME.
Co-Authors Ammar Halomoan Sihombing Anju Andini Nazwa Tantri Fitria Sri Karyani Damanik Syahila Bunga Dammadifa Htb Yusuf Adzka Tarigan