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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat SENTRALISASI Majalah Ekonomi Aptisi Transactions on Technopreneurship (ATT) JASF (Journal of Accounting and Strategic Finance) Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) ADI Bisnis Digital Interdisiplin (ABDI Jurnal) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Economics, Business, Accounting & Society Review
Dyatmika, Sutama Wisnu
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences Other

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Redefining Indonesia's MSMEs Landscape: Unleashing Digital Virality for Sustainable Growth Dyatmika, Sutama Wisnu; Suyanto, Bagong; Setijaningrum, Erna; Setioningtyas, Widhayani Puri
JASF: Journal of Accounting and Strategic Finance Vol. 6 No. 2 (2023): JASF (Journal of Accounting and Strategic Finance) - December 2023
Publisher : Accounting Department, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/jasf.v6i2.471

Abstract

This study investigates the effectiveness of digital marketing strategies, particularly viral content, in enhancing the visibility and sustainability of micro, small, and medium enterprises (MSMEs) in Indonesia. By redefining the traditional MSME landscape, this research highlights the shift from conventional marketing approaches to digital virality strategies, reshaping how MSMEs engage with consumers and build sustainable brand identities. Adopting a descriptive qualitative approach, data was collected through a literature review and interviews with MSME stakeholders to analyze the digital marketing strategies used and their impacts. The findings reveal that viral content significantly boosts MSMEs' visibility by capturing consumer attention, fostering online engagement, and strengthening brand image. This study offers valuable insights for MSME owners and local governments and supports institutions in implementing effective digital strategies. Practical recommendations include developing skills in content creation, collaborating with local influencers, and utilizing social media platforms to maximize outreach. These findings underscore the potential of digital virality as a sustainable marketing tool while also recognizing limitations such as resource constraints. Future research may further explore adaptive strategies suited to different MSME sectors.
Peningkatan Profitibilitas Wirausaha Disabilitas di Era Digital dengan Ketrampilan Desain Produk dan Pemasaran pada E-Commerce Purnaningrum, Evita; Rafikayati, Ana; Dyatmika, Sutama Wisnu
Aksiologiya: Jurnal Pengabdian Kepada Masyarakat Vol 6 No 1 (2022): Februari
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/aks.v6i1.4006

Abstract

Pemanfaatan teknologi yang tepat sangat berkorelasi terhadap perkembangan UMKM di era industri 4.0. Hal tersebut menjadikan tantangan bagi pelaku UMKM untuk mampu bersaing dengan usaha lainnya. Telah banyak penelitian dan pelatihan bagi UMKM guna meningkatkan usaha dari berbagai sisi. Namun, masih jarang yang melakukan pelatihan bagi kelompok usaha disabilitas. Penelitian ini bertujuan memberikan gambaran umum pelaksanaan penyuluhan bagi kelompok usaha disabilitas yang berlokasi di Tuban (Orbit). Selama ini, mereka hanya diberikan pelatihan dari dinas sosial yaitu menjahit, kegiatan ini memberikan prespektif baru bahwa disabilitas juga mampu menjalankan usaha dan dapat diberikan pelatihan tentang desain produk dan pemasaran. Hasil dari kegiatan ini adalah komunitas orbit mampu membuat desain kemasan dan meningkatkan profitabilitas produk dan melakukan pemasaran secara online. Seluruh anggota berpartisipasi aktif dan antusias pada kegiatan yang dilakukan.
Redefining Surabaya's MSMEs Landscape: Unleashing Digital Virality for Sustainable Growth Dyatmika, Sutama Wisnu; Suyanto, Bagong; Setijaningrum, Erna; Setioningtyas, Widhayani Puri
Economics, Business, Accounting & Society Review Vol. 3 No. 3 (2024): Economics, Business, Accounting & Society Review
Publisher : International Ecsis Association

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55980/ebasr.v3i3.137

Abstract

This study explores the effectiveness of digital marketing strategies, particularly viral content, in enhancing the visibility and sustainability of micro, small, and medium enterprises (MSMEs) in Surabaya City. This research utilizes a descriptive qualitative approach, combining literature review and stakeholder interviews as key data collection methods. Interviews were conducted with key MSME stakeholders in Surabaya to assess the implementation and impact of digital marketing strategies on business performance. The findings indicate that digital marketing, especially through viral content, is crucial in improving MSME visibility and long-term sustainability. Viral content effectively captures consumer attention, fosters online engagement, and strengthens brand recognition, ultimately contributing to business growth. This study offers valuable insights for MSME owners, policymakers, and support institutions seeking to optimize digital marketing strategies. Practical recommendations include enhancing content creation skills, fostering collaborations with local influencers, and leveraging social media platforms for broader market reach. These findings underscore the importance of strategic digital marketing in ensuring the competitiveness and resilience of MSMEs in an increasingly digitalized business environment.
Enhancing Brand Loyalty through Customer Satisfaction Strategies in Digital Business Dyatmika, Sutama Wisnu; Suyanto, Bagong; Setijaningrum, Erna; Rizky, Agung; Mkhize, Thabo
Aptisi Transactions On Technopreneurship (ATT) Vol 7 No 2 (2025): July
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v7i2.558

Abstract

In the era of rapidly developing digital business, understanding the relationship between Customer Satisfaction Management Strategy (CSMS) and Brand Loyalty (BL) is crucial for a company success. Digital business platforms present unique opportunities and challenges, making it essential to explore strategies that foster strong customer relationships and loyalty. This research aims to investigate the impact of CSMS on BL in a digital business context using the SmartPLS approach. The study seeks to provide both theoretical and practical insights into the dynamics of customer satisfaction and loyalty in digital environments. Data was collected through online surveys of customers from various digital business platforms. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS, which is particularly suited for examining complex relationships between latent variables. The results of the analysis show that there is a significant relationship between CSMS and BL. These findings highlight the importance of fostering meaningful interactions between brands and customers to enhance loyalty in digital business environments. The practical implication of this research is the necessity for companies to design marketing strategies that prioritize meeting customer needs and preferences. This approach not only strengthens customer loyalty but also equips businesses to navigate the challenges of competitive digital markets. The study contributes valuable insights for business practitioners and adds to the literature on marketing management in the ever-evolving digital era.
Co-Authors Alam, Wira Yudha Bagong Suyanto Ferdiyanti, Dwita Sari Tunas Mahrus Mahrus, Mahrus Mayangsari, Agni Shanti Miftakhul Khasanah Mkhize, Thabo Mochamad Heru Riza Chakim Mohammad Fakhruddin Mudzakkir, Mohammad Fakhruddin Paraswati, Ajeng Dyah Purnaningrum, Evita Purwono, Rudi Queen, Zabenaso Qurotul Aini Rafikayati, Ana Rizky, Agung Setijaningrum, Erna Supriyadi Supriyadi Tedyono, Rico Viviani, Mertha W, Tony Susilo Wahyu Eko Pujianto Widhayani Puri Setioningtyas, Widhayani Puri