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All Journal Indonesian Journal of Business Intelligence (IJUBI) Nusantara Hasana Journal Perwira Journal of Science and Engineering (PJSE) Jurnal Borneo Informatika dan Teknik Komputer (JBIT) ADIMA Asmara
Hasirun, Hasirun
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Mathematics Nursing Social Sciences Other

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PENINGKATAN KINERJA PEMASARAN UMKM KABUPATEN PURBALINGGA MELALUI PEMANFAATAN STRATEGI DIGITAL MARKETING Afifah, Hana; Handayani, Juli; Hasirun, Hasirun; Setiawan, Muhammad Reza Setiawan; Melia Dwi Renovriska; Titi Safitri Maharani
Aspirasi Masyarakat Vol 2 No 3 (2025): November
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/12ws9352

Abstract

This community service activity aims to improve the marketing performance of MSMEs in Purbalingga Regency through the use of digital marketing strategies. The background to this activity is based on the low level of understanding and ability of business actors in using digital media as a means of promotion and business communication. The implementation method is carried out through training, mentoring, and evaluation of the practice of using social media as a marketing tool. The results of the activity show a significant increase in the ability of participants to manage digital promotional content, interact with consumers, and optimize market reach. MSMEs also began to show changes in marketing behavior that are more adaptive to technological developments and modern consumer behavior. These findings confirm that digital transformation is a strategic factor in strengthening the competitiveness and sustainability of small businesses in the digital economy era. The activity's limitations lie in the relatively short duration of mentoring and the limited technological resources owned by the participants. Nevertheless, this activity provides theoretical and practical contributions to the development of a community-based training model relevant to strengthening the digital capacity of MSMEs in semi-urban areas such as Purbalingga.
PEMBERDAYAAN UMKM MELALUI PELATIHAN STRATEGI PEMASARAN DIGITAL DAN PENGELOLAAN KEUANGAN BERKELANJUTAN BAGI PELAKU USAHA PURBALINGGA Afifah, Hana Afifah; Afifah, Hana; Purwantini, Heni; Hasirun, Hasirun
Aspirasi Masyarakat Vol 3 No 1 (2026): Maret
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/3pg4jv67

Abstract

Kegiatan pengabdian masyarakat ini bertujuan meningkatkan kapasitas pemasaran digital dan pengelolaan keuangan pelaku UMKM melalui pelatihan terpadu dan pendampingan berkelanjutan. Program dilaksanakan selama November–Desember 2025 dengan pendekatan partisipatif berbasis praktik langsung sesuai kebutuhan peserta. Tahapan kegiatan meliputi identifikasi masalah, pelatihan pemasaran digital, pelatihan pencatatan keuangan sederhana, pendampingan implementasi, serta monitoring dan evaluasi hasil kegiatan. Metode yang digunakan mencakup ceramah interaktif, diskusi kelompok, simulasi kasus usaha, dan praktik pembuatan konten promosi serta laporan keuangan sederhana. Hasil kegiatan menunjukkan peningkatan pemahaman peserta mengenai strategi branding, komunikasi pemasaran, serta kemampuan menyusun laporan arus kas dan laba rugi sederhana. Peserta juga menunjukkan perubahan perilaku usaha melalui peningkatan aktivitas promosi digital dan pencatatan transaksi yang lebih teratur. Pendampingan lanjutan membantu peserta mengatasi kendala implementasi dan meningkatkan konsistensi penerapan materi pelatihan. Kegiatan ini memberikan implikasi praktis bagi peningkatan daya saing usaha serta penguatan komunitas UMKM melalui jejaring kolaboratif. Secara keseluruhan, program memberikan kontribusi nyata terhadap peningkatan profesionalisme pengelolaan usaha dan keberlanjutan ekonomi lokal berbasis pemberdayaan masyarakat. Program ini juga mendorong peningkatan kepercayaan diri pelaku usaha dalam mengambil keputusan strategis, memperluas jaringan pemasaran, meningkatkan kualitas pelayanan pelanggan, serta memperkuat kesiapan menghadapi persaingan pasar digital yang dinamis terkini.
Co-Authors Afifah, Hana Afifah Dwi Krisbiantoro Hana Afifah Hana Afifah, Hana Hasibuan, Reza Rahmadi Ibnu Romadhon Juli Handayani Kusnawi Kusnawi Kusrini, Kusrini MELIA DWI RENOVRISKA Nasiroh, Siti Prakosa, Herjuna Ardi Pupu Sriwulan Sumaya Purwantini, Heni Putranto, Afif Hendri Putranto Ranggi Praharaningtyas Aji Rian Hidayat Rida Purnama Sari Riyanto, Ari Budi Setiawan, Muhammad Reza Setiawan Sumaya, Pupu Sriwulan Sumaya Syaiful Anwar, Agus Setiadi, Suwali, Titi Safitri Maharani