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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK RJABM (Research Journal of Accounting and Business Management) Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Pengabdian Dharma Laksana JURNAL SeMaRaK Jurnal Ilmiah Publika JURNAL ABDIMAS TRIDHARMA MANAJEMEN Jurnal Lokabmas Kreatif : Loyalitas Kreatifitas Abdi Masyarakat Kreatif DEDIKASI PKM Jurnal Arastirma Abdi Jurnal Publikasi Jurnal Pengabdian kepada Masyarakat : Kreasi Mahasiswa Manajemen JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Aan Purnama
Universitas Pamulang
Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Library & Information Science Mathematics Social Sciences Transportation Other

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The Influence Of Digital Marketing, Product Innovation And Competency On MSME Performance In The South Tangerang Region Kasmad Kasmad; Masran Mustakim; Aan Purnama
Jurnal Manajemen Industri dan Logistik Vol. 8 No. 1 (2024): 8 original research articles were authored/co-authored by 29 authors from 1 cou
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v8i1.1385

Abstract

The research aims to determine the influence of digital marketing, product innovation and competency on the performance of MSMEs in the South Tangerang region. This research uses a quantitative type of research with a survey approach with the method used is simple random sampling, with a sample of 96 MSME actors in the South Tangerang area. The data analysis technique for this research uses PLS software version 3.0 (Partial Least Square) with the research results showing that (1) Digital Marketing has no effect on MSME performance with at statistical value of 1.151 < t table 1.660 and a P-value of 0.250 > 0.05, (2) Product innovation has no effect on MSME performance with at statistical value of 0.949 < t table 1.660 and P-value 0.343 > 0.05 (3) Competency has a positive and significant effect on MSME performance with at statistical value of 34.254 > t table 1.660 and P -value 0.000 < 0.05. These measures can contribute to the growth and sustainability of MSMEs in the South Tangerang Region.
OPTIMALISASI STRATEGI DIGITAL MARKETING UNTUK MENINGKATKAN DAYA SAING KOPERASI PEMBERDAYAAN UMMAT DAARUT TAUHID Aan Purnama; Kiki Dwi Wijayanti; Ade Yusuf
Abdi Jurnal Publikasi Vol. 4 No. 6 (2026): Juni
Publisher : Abdi Jurnal Publikasi

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Abstract

Kegiatan PKM ini bertujuan untuk meningkatkan kapasitas digital marketing Koperasi Pemberdayaan Ummat Daarut Tauhid dalam menghadapi persaingan pasar berbasis teknologi. Permasalahan utama yang dihadapi adalah rendahnya literasi digital, keterbatasan pemanfaatan media sosial, serta lemahnya branding produk. Metode pelaksanaan meliputi pelatihan, workshop, dan pendampingan langsung terkait digital marketing, pembuatan konten, serta pengelolaan platform digital. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta sebesar ±65%, terbentuknya akun bisnis aktif, serta peningkatan aktivitas pemasaran digital. Selain itu, peserta mampu membuat konten promosi secara mandiri dan mulai menerapkan strategi pemasaran berbasis digital. Kegiatan ini memberikan dampak positif terhadap peningkatan daya saing koperasi serta membuka peluang pasar yang lebih luas.
ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN TIKET PO HARAPAN JAYA DI CIPUTAT TANGERANG SELATAN Najmi Fat-han Alghifari; Aan Purnama
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 3 (2026): Mei
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i3.10390

Abstract

Abstract. This research aims to analyze the marketing strategy used to increase ticket sales of PO Harapan Jaya in Ciputat, South Tangerang. The study is based on the rising competition within the land transportation industry, particularly intercity and interprovincial (AKAP) bus services, which is influenced by shifting consumer behavior and the rapid development of digital technology. This study applies a descriptive qualitative method with data collected through interviews, observations, and documentation. SWOT, IFAS, and EFAS analyses were utilized to identify the company’s strengths, weaknesses, opportunities, and threats related to its marketing strategy. The findings indicate that PO Harapan Jaya possesses strong service quality and customer loyalty but faces challenges including increasing competition and limited use of digital marketing. Based on the SWOT analysis, recommended strategies include enhancing digital promotion, expanding partnerships with online ticketing platforms, improving service facilities, and strengthening customer relationships. This research is expected to provide valuable insights for the company in formulating more effective marketing strategies to increase ticket sales. Keywords: Marketing Strategy, Ticket Sales, SWOT Analysis, PO Harapan Jaya, AKAP Transportation.
Co-Authors Abdul Rahman Safiih Abdullah Abdullah Achmad Ludvy Ade Yusuf Ade Yusuf Agus Sudarsono Agus Suhartono Anum Nuryani Aris Arianto Aris Ariyanto Aris Ariyanto Dewi Ningsih Dewi Sartika Dodi Persada Faisal Faisal Hafis Laksmana Nuraldy Imbron Imbron Indra Januar Rukmana Irma Sari Octaviani Kadarusman, Yuyus Karolina Karolina Kasmad Kasmad Kiki Dwi Wijayanti Kiki Dwi Wijayanti Laila Listiani Putri Liawati Liawati Lidya Pricilla M Restu Wijaya Mada Faisal Masran Mustakim Munarsih Munarsih Mustakim, Masran Najmi Fat-han Alghifari Neneng Khoiriah Prakoso, Aditya Bagus Riski Dwi Nugroho Sari Karmiyati Widowati Widowati Yusep Prihanto Yusran Daeng Matta Yusuf, Ade Zakaria Zakaria