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Optimalisasi strategi branding pada produk UMKM di era transformasi digital di Desa Kepek Gumregah Salsabela, Kamila; Rachmaningtyas, Nur Anisyah; Sari, Fitria Nurma; Sabri, Sabri; Istiati, Fuandani
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 2 (2025): March
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i2.29896

Abstract

Abstrak Digitalisasi pada pemasaran produk UMKM menjadi salah satu strategi dalam mengenalkan dan meningkatkan penjualan produk UMKM Desa Kepek, Kecamatan Wonosari, Kabupaten Gunungkidul. Pengabdian kepada Masyarakat yang berfokus pada pelatihan pemasaran digital dan branding destinasi bertujuan untuk mewujudkan pengembangan desa preneur yang mampu stabil dalam meningkatkan produktivitas dan pemasaran produk. Pengelola UMKM memiliki keterbatasan dalam mengembangan pengelolaan produk UMKM hingga evaluasinya. Oleh karenanya, pemilihan topik untuk memberdayakan pertumbuhan pengelolaan produk UMKM agar lebih kompetitif dan berkelanjutan khususnya pada halal industri. Metode yang digunakan dalam melaksanakan pengabdian ini mencakup peninjauan kembali pengetahuan pengelola UMKM untuk menyetarakan persepsi, pelatihan penggunaan platform digital untuk melakukan pemasaran produk, pendampingan proses produksi pemasaran, pengembangan strategi hingga evaluasi yang dapat dilakukan. Kegiatan pengabdian diwujudkan melalui kegiatan pelatihan dan kerja tim secara bersama sesuai dengan bidang UMKM masing-masing. Hasil pengabdian ini menunjukkan bahwa pentingnya digitalisasi pemasaran produk UMKM untuk meningkatkan daya saing UMKM dari masing-masing jenis produk. Selain itu, membuka peluang untuk pengelola UMKM dalam memperluas jaringan pemasaran sehingga mampu berkontribusi dalam pertumbuhan ekonomi dan meningkatkan kesejahteraan Masyarakat. Kata kunci: pengabdian; pelatihan; UMKM; branding Abstract Digitalization in the marketing of MSME products is one of the strategies in introducing and increasing sales of MSME products in Kepek Village, Wonosari District, Gunungkidul Regency. Community service that focuses on digital marketing training and destination branding aims to realize the development of preneur villages that can be stable in increasing productivity and product marketing. MSME managers have limitations in developing MSME product management to its evaluation. Therefore, the selection of topics to empower the growth of MSME product management to be more competitive and sustainable, especially in the halal industry. The methods used in carrying out this service include reviewing the knowledge of MSME managers to equalize perceptions, training in the use of digital platforms to market products, assisting the marketing production process, developing strategies to evaluate what can be done. Service activities are realized through training activities and teamwork together according to the respective MSME fields. The results of this service show that the importance of digitizing MSME product marketing to increase the competitiveness of MSMEs of each type of product. In addition, it opens up opportunities for MSME managers to expand marketing networks so that they can contribute to economic growth and improve community welfare.Keywords: service; training; UMKM; branding
Peran Perempuan dalam Pengembangan Wakaf di Persyarikatan Muhammadiyah DIY Sari, Fitria Nurma; Rohman, Hilma Fanniar
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14811

Abstract

The main contribution of this research is to reveal the fundamental factors that influence women's intentions in distributing their waqf through the Muhammadiyah organization. The strong reason this research was carried out was because of the potential of waqf assets that could still be optimized to improve social welfare, economic empowerment and infrastructure development. If the biggest influencing factor for a person, especially women, in distributing waqf in the Muhammadiyah organization can be researched, it will be able to help the Muhammadiyah Association and similar organizations to better understand the role of women, especially in the aspect of waqf development, and design more inclusive strategies to encourage greater women's participation. in future waqf activities. The type of research used is field research with quantitative research methods. The data used is primary data using a questionnaire technique which was distributed to 30 female wakif respondents who had the intention to donate to the DIY Muhammadiyah Association. The number of variables studied is 7 variables, which are the dependent variables, namely understanding of waqf products, religiosity, transparency of financial reports, reputation of the Institution, ease of access, loyalty as a member as well as the variable interest in waqf as the independent variable. The sampling method in this research used a sampling technique, namely purposive sampling of female waqifs who were members of the Muhammadiyah DIY organization. The analysis method uses descriptive statistics and inferential statistics as well as multiple linear regression analysis with SPSS 26.0 software. The results of this research show that the variables influencing understanding of waqf products, religiosity, transparency of financial reports, reputation of the institution, program innovation, ease of access, and aspects loyalty as a member have a significant effect on interest in waqf with a significance value of 0.030 which is smaller than the significance used. namely 0.05 or 5%. Partially, the variables understanding waqf products, religiosity, ease of access, and the variable loyalty as a member have a significant effect on interest in waqf, while other variables such as transparency of financial reports, and institutional reputation variables do not have a significant effect on interest in waqf.