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All Journal Reswara: Jurnal Pengabdian Kepada Masyarakat Adbis : Jurnal Administrasi dan Bisnis Jurnal Pengabdian Polinema Kepada Masyarakat Jurnal Pengabdian Kepada Masyarakat Mutiara: Jurnal Penelitian dan Karya Ilmiah Jurnal Ilmiah Ekonomi dan Manajemen JEBD PENG: Jurnal Ekonomi dan Manajemen Jurnal Pengabdian Kepada Masyarakat AT-TAKLIM: Jurnal Pendidikan Multidisiplin Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Proceeding Maritime Business Management Conference Jurnal Akuntansi Bisnis dan Humaniora
Dwi Sudjanarti
Jurusan Administrasi Niaga, Politeknik Negeri Malang
Religion 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 Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Optimalisasi Promosi Digital UMKM Raymais  Berbasis CapCut dan AISDALSLove Adinia Novika Ramadhani; Ahmad Fauzi; Dwi Sudjanarti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/7a2xv732

Abstract

Raymais MSME is a producer of traditional Malang cookies that still faces challenges in utilizing digital media for promotion, causing its product advantages to be communicated suboptimally. This study aims to design, measure the quality of, and evaluate the impact of CapCut-based promotional videos published on TikTok on Raymais MSME's promotional performance. The study employed an action research approach through the stages of planning, action, observation, and reflection. Data were collected through a questionnaire based on the AISDALSLove model and audience interactions on social media. The results showed that optimizing the promotional video improved content quality across all AISDALSLove dimensions. Enhanced storytelling, brand identity, visual quality, and audio attracted audience attention and interest, encouraged information seeking, increased purchase desire and action, and generated positive evaluations, sharing behavior, and emotional attachment to the product. These findings indicate that the CapCut-based promotional video improved the quality of promotional messages, strengthened brand identity, and increased audience engagement, while the AISDALSLove model can serve as a reference for continuous promotional content evaluation.
Pendampingan dan Pelatihan Digital Marketing Untuk Meningkatkan Penjualan UMKM Lily Gembira Karya di Malang Fullchis Nurtjahjani; Umi Khabibah; Dwi Sudjanarti; Mahmudatul Himma; Yulis Nurul Aini; Ahmad Fauzi
Reswara: Jurnal Pengabdian Kepada Masyarakat Vol 7, No 1 (2026)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/rjpkm.v7i1.7492

Abstract

UMKM memiliki kontribusi besar terhadap perekonomian nasional, baik dari sisi penciptaan lapangan kerja maupun kontribusinya terhadap Produk Domestik Bruto (PDB). Namun, dalam menghadapi era digital, banyak UMKM yang masih mengalami kesulitan dalam mengadopsi teknologi pemasaran digital karena keterbatasan pemahaman dan keterampilan. Pengabdian kepada masyarakat ini dilatarbelakangi oleh pentingnya peningkatan kapasitas digital marketing pelaku UMKM, khususnya dalam menghadapi tantangan persaingan pasar yang semakin kompetitif. Tujuan dari kegiatan ini adalah untuk memberikan pelatihan dan pendampingan mengenai strategi pemasaran digital kepada mitra UMKM Lily Gembira Karya, sebuah usaha mikro di Kota Malang yang bergerak dalam produksi makanan ringan abon jamur tiram. Metode pelaksanaan pengabdian mencakup kegiatan ceramah, tutorial praktik, diskusi interaktif, serta evaluasi hasil pelatihan. Kegiatan dilaksanakan selama dua hari, dengan total peserta sebanyak 12 orang yang terdiri dari pemilik dan staf operasional UMKM. Fokus materi pelatihan meliputi pengenalan digital marketing, strategi media sosial, pembuatan konten promosi, serta analisis sederhana performa pemasaran digital. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan keterampilan peserta dalam menggunakan media digital, khususnya media sosial Instagram dan platform e-commerce. Peserta berhasil membuat akun bisnis, memproduksi konten promosi, serta mulai mengelola akun media sosial secara aktif dan konsisten. Kegiatan ini memberikan dampak positif dalam meningkatkan kapasitas promosi digital UMKM dan diharapkan menjadi awal dari transformasi pemasaran konvensional menuju pemasaran berbasis teknologi digital yang berkelanjutan. Diperlukan tindak lanjut berupa pelatihan lanjutan yang mencakup strategi pemasaran lanjutan dan penggunaan fitur iklan berbayar agar UMKM semakin mampu bersaing di pasar digital
Iklan Video Produk Menggunakan Aplikasi Adobe Premiere Di Instagram Pada UMKM Rosya Daffa Arya Kumara; Dwi Sudjanarti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 2 (2024): Oktober - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Rosya Singosari Malang is engaged in the herbal sector. UMKM Rosya advertises its products via Whatsapp, Instagram, and also introduces its products through events in the city of Malang. However, the content on social media owned by UMKM Rosya, is still less interesting. This research aims to develop product video content on Instagram so that the quality of advertising increases. The research method used was action research involving 15 respondents consisting of 2 computer experts, 1 owner, and 12 consumers or potential consumers. Meanwhile, the data collection methods used were observation, interviews, questionnaires, and documentation. The results of the questionnaire were analyzed using the EPIC Model to measure the level of effectiveness of product videos. The research results showed that the level of effectiveness of product videos was in the very effective category with an EPIC model score of 4.2. These results indicated that the product video developed was suitable for use. From the results of this research it can be concluded that the product videos developed are very effective to be used as advertisements on Rosya UMKM Instagram.
Pembuatan Feed Instagram sebagai Media Promosi untuk Meningkatkan Brand Awareness pada UMKM Hataraya Food Kota Malang Amanda Yogi Febrianita; Ahmad Fauzi; Dwi Sudjanarti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/qcqgwe14

Abstract

The growth of social media has made Instagram one of the most popular digital promotional media used by MSMEs to increase brand awareness. Hataraya Food has used Instagram as a promotional medium, but its feed management has not been optimal, resulting in inconsistent visuals, unclear product information, and low audience engagement. This study aims to create an Instagram feed as a promotional medium, measure its feasibility based on content quality dimensions, and analyze its effectiveness in increasing the brand awareness of Hataraya Food. This study used the action research method with a descriptive quantitative approach conducted through two cycles, each consisting of planning, action, observation, and reflection. The population consisted of the audience and prospective consumers of Hataraya Food, with a purposive sample of design experts, marketing experts, and prospective consumers as questionnaire respondents. Data were analyzed using a Likert scale and mean score to measure content quality based on six Kingsnorth dimensions, and the RACE model (Reach, Act, Convert, Engage) together with Engagement Rate to measure effectiveness. The study produced 9 Instagram feed contents published according to a content calendar. Content quality testing showed that all dimensions were in the Very Good category, so the feed was considered feasible as a promotional medium. RACE effectiveness measurement showed scores of 4.51 for Reach, 4.47 for Act, 4.44 for Convert, and 4.51 for Engage, all in the Very Good category. The feed implementation also increased the account reach, impressions, interactions, and followers of the Hataraya Food Instagram account. This study concludes that the developed Instagram feed is effective as a promotional medium in increasing the brand awareness of Hataraya Food, so that consistency of visual design and content planning should be continuously maintained.
Analisis Efektivitas Konten Video Promosi di Media Sosial Instagram pada UMKM Kaikaiqu Dua Puteri Kabupaten Malang Silka Putrismi; Dwi Sudjanarti; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/x5hnwz58

Abstract

Instagram has become one of the digital promotional media widely used by micro, small, and medium enterprises (MSMEs). However, the promotional video content of Kaikaiqu Dua Puteri MSME in Malang Regency has not effectively attracted audience attention or increased audience engagement. This study aims to analyze the existing promotional video content, design more effective promotional video content, and evaluate the effectiveness of promotional video content on the Instagram account of Kaikaiqu Dua Puteri MSME. This study employed an action research method with a descriptive qualitative approach conducted through two cycles: planning, acting, observing, and reflecting. All EPIC Model dimensions in Cycle II achieved the Very Effective category with mean scores ranging from 4.75 to 4.90, while the engagement rate reached 6.2%, classified as Very High. These findings indicate that improvements in the script, visuals, audio, call-to-action, and legal information increased audience engagement with the promotional content. This study concludes that the Instagram promotional video content developed for Kaikaiqu Dua Puteri MSME was proven to be effective based on the EPIC Model and engagement rate measurements, thereby providing a reference for MSMEs in developing effective digital promotional conten.
Pembuatan Konten Instagram Reels Menggunakan Aplikasi Capcut sebagai Strategi Brand Awareness di Segobong Malang Deva Januar Azis; Rr. Tri Istining Wardani; Dwi Sudjanarti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pr27nh03

Abstract

Social media has become an effective digital marketing tool for increasing brand awareness. Segobong Malang, a culinary UMKM, has an Instagram account but has not consistently uploaded engaging content, resulting in low brand awareness. This study aims to develop Instagram Reels content using the CapCut application as a brand awareness strategy.This study employed the Action Research method based on the Kemmis and McTaggart model, consisting of planning, action, observation, and reflection. Data were collected through observation, interviews, questionnaires, and documentation involving 15 respondents, including one business owner, two design experts, two marketing experts, and ten consumers. Brand awareness was measured using the indicators of brand recall, brand recognition, brand purchase, and brand consumption, while content performance was evaluated using the Key Performance Indicator (KPI) based on the engagement rate. The results indicate that the Instagram Reels created using CapCut improved all brand awareness indicators. Furthermore, the three published reels achieved an engagement rate above 6%, which falls into the excellent category, indicating a high level of audience interaction. Most respondents also reported becoming more familiar with and able to recall the Segobong Malang brand after watching the reels. It can be concluded that well-planned Instagram Reels are effective in increasing the brand awareness of Segobong Malang. Therefore, the UMKM is encouraged to consistently create and manage Instagram content as part of its digital marketing strategy.  
Pembuatan Video Iklan Untuk Meningkatkan Brand Awareness Pada UMKM Keripik Buah Dan Sayur Pandubima Malang Nanda Dian Pramesti; Dwi Sudjanarti; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/d6016397

Abstract

Instagram is one of the digital promotion media widely used by MSMEs; however, the Instagram account of PANDUBIMA Fruit and Vegetable Chips MSME in Malang has not utilized Reels video content, resulting in low brand awareness. This study aims to identify the condition of brand awareness before using advertising videos, produce an advertising video using the CapCut Pro application, and measure its effectiveness in building brand awareness. This study used the Action Research method following the Kemmis and McTaggart model through two cycles consisting of planning, acting, observing, and reflecting, involving 16 respondents consisting of the owner, employee, marketing experts, computer experts, and consumers. Data were collected through interviews, observation, documentation, and an EPIC Model questionnaire analyzed using mean scores and the EPIC Rate. The results show that the initial condition of PANDUBIMA's brand awareness was at the unaware of the brand level. In the second cycle, the expert EPIC Rate increased from 3.08 to 4.76 and the general respondent rate from 4.08 to 4.67, with the overall brand awareness score increasing from 3.89 to 4.67 (Very High category). This study concludes that producing an advertising video using CapCut Pro through the Action Research approach effectively increased PANDUBIMA's brand awareness through Instagram Reels and can serve as a reference for other MSMEs in improving digital marketing effectiveness.
Co-Authors Achmad Zaini Adinia Novika Ramadhani Ahmad Fauzi Alifia Mayori Amanda Yogi Febrianita Ario Bimo Fatahillah Asminah Rachmi Asminah Rachmi Asminah Rahmi Daffa Arya Kumara Deva Januar Azis Diana Eka Poernamawati Drs. Joko Samboro Erma Yanuarni Esther Hesline Palandi Fania Ardani fathin ummu rosyidah Hafidh Ardiyansyah Suwandi Handaru Ega Respati Heru Utomo Heru Utomo Joni Dwi Pribadi Lilies Nur Ainie Mahmudatul Himma Mohammad Maskan Musthofa Hadi Nanda Dian Pramesti Nilawati Fiernaningsih Nurtjahjani, Fullchis Reyhan Hadani Setiawan Rizki Ira Sindi Rr. Tri Istining Wardani Salsabila Fitri Wijaya Silka Putrismi Siti Nurbaya Tatiana Kristianingsih Titien Indrianti Tri Ist. Wardani Tri Istining Wardani Tri Ramadani A Tri Ramadani Arjo Umi Khabibah Yulis Nurul Aini Zalfa Nursyahira Ramadhanita