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All Journal Jurnal Pengabdian Masyarakat Jamak Digital Innovation : International Journal Of Management
Hursepuny, Harold
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PELATIHAN PENGOLAHAN CUMI-CUMI BAGI KELOMPOK PEMBERDAYAAN UMKM JEMAAT GPM NOLLOTH Fredriksz, Grace; Luturmas, Join R.; Matuankotta, Febiola; Tahalele, Marie Ch.; Sapulette, Alvian; Hursepuny, Harold; Salhuteru, Andrie Ch.; Hahury, Jessy J.; Alvonso, Poserattu V.; Siahainenia, Ashwin
JURNAL PENGABDIAN MASYARAKAT JAMAK Vol. 8 No. 1 (2025): Juni
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jpmj.v8i1.3357

Abstract

Desa Nolloth di Kecamatan Saparua Timur memiliki potensi besar pada sektor perikanan, khususnya hasil tangkapan cumi-cumi. Namun, pemanfaatan hasil laut ini masih terbatas pada penjualan bahan mentah dengan nilai ekonomi yang rendah. Pengabdian ini bertujuan untuk memberdayakan kelompok UMKM Jemaat GPM Nolloth melalui pelatihan pengolahan cumi menjadi sambal cumi kemasan. Metode pelaksanaan meliputi pendekatan partisipatif, pelatihan teknis pengolahan dan pengemasan produk, edukasi sanitasi, pemasaran digital, serta pembentukan kelompok produksi kecil. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan dan keterampilan peserta, terbentuknya produk siap jual, serta munculnya komitmen berkelanjutan dari jemaat. Pelatihan ini tidak hanya meningkatkan nilai jual cumi, tetapi juga mendorong kewirausahaan berbasis potensi lokal dan ketahanan ekonomi masyarakat pesisir. Program ini diharapkan menjadi model pemberdayaan yang dapat direplikasi pada komunitas serupa di wilayah lain. Kata kunci: sambal cumi; UMKM; pemberdayaan masyarakat; pelatihan pengolahan
The Influence of Digital Marketing Strategies on MSME Consumer Purchasing Decisions in Ambon City: Multiple Regression Analysis Approach Salhuteru, Andrie Christina; Hursepuny, Harold; Alvian Sapulette
Digital Innovation : International Journal of Management Vol. 3 No. 2 (2026): April: Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v3i2.694

Abstract

The rapid development of the digital ecosystem has encouraged Micro, Small, and Medium Enterprises (MSMEs) in Ambon City to adopt online platform-based marketing strategies in response to changing consumer behavior that is increasingly digitally connected. This research focuses on MSME consumers in Ambon City who actively interact with local business products through digital platforms. The main problems identified include low digital marketing adoption by local MSME actors, limited empirical studies on Eastern Indonesia context, and the absence of an integrative analytical model that simultaneously tests three dimensions of digital marketing. This research aims to analyze the influence of digital marketing strategies encompassing social media marketing, paid digital advertising, and content marketing on consumer purchasing decisions of MSMEs in Ambon City. This study employs a quantitative approach with a survey design involving 100 respondents selected through purposive sampling, and data were analyzed using multiple regression analysis after passing classical assumption tests covering normality, multicollinearity, and heteroscedasticity. Results show that social media marketing has a significant effect with a regression coefficient of 0.387, paid digital advertising with a coefficient of 0.312, and content marketing with a coefficient of 0.274, all significant at the 0.05 level. Simultaneously, the three variables explain 67.1% of variation in consumer purchasing decisions with an F-count of 65.847. Social media marketing is proven as the most dominant dimension shaping consumer purchasing decisions of MSMEs in Ambon City. This research concludes that an integrated and contextual digital marketing strategy is a crucial instrument in driving MSME growth in Eastern Indonesia and recommends strengthening digital capacity of local business actors as a priority policy for regional MSME empowerment.Keywords: digital marketing; purchasing decision; MSMEs; social media; Ambon City
Co-Authors Alvian Sapulette Alvonso, Poserattu V. Fredriksz, Grace Hahury, Jessy J. Luturmas, Join R. Matuankotta, Febiola Salhuteru, Andrie Ch. Salhuteru, Andrie Christina Sapulette, Alvian Siahainenia, Ashwin Tahalele, Marie Ch.