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All Journal Jurnal Pariwisata Khasanah Ilmu - Jurnal Pariwisata Dan Budaya Journal of Socioeconomics and Development Jurnal Sinergitas PkM & CSR Jurnal Sosial Humaniora YUME : Journal of Management Tourism Scientific Journal Journal of Sustainable Tourism and Entrepreneurship Journal FAME (Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Toba: Journal of Tourism, Hospitality, and Destination Jurnal Pengabdian Mandiri International Journal of Applied Sciences in Tourism and Events JPNM : Jurnal Pustaka Nusantara Multidisiplin APPA : Jurnal Pengabdian Kepada Masyarakat Masyarakat Pariwisata: Journal of Community Services in Tourism Bogor Hospitality Journal Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Jurnal Bisnis Digital dan Enterpreneur (BISENTER) Tamasya
Dina Mayasari Soeswoyo, Dina Mayasari
Sekolah Tinggi Pariwisata Bogor
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Analisis Kesiapan dan Pengembangan Promosi Digital untuk Meningkatkan Daya Saing : Studi Kasus Florina Bouquet Safira Nurhaliza; Jasmine Nashwa Mutiara Seno; Chikita Alamanda Arafa; Niken Dwi Astuti; Dina Mayasari Soeswoyo
Tamasya : Jurnal Pariwisata Indonesia Vol. 2 No. 4 (2025): Desember : Tamasya : Jurnal Pariwisata Indonesia
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/tamasya.v2i4.793

Abstract

This study aims to analyze the level of digital readiness and the development of digital promotion strategies at Florina Bouquet MSME as an effort to enhance competitiveness in the digital era. The research background arises from the limited optimi\zation of Instagram features and digital marketing strategies, resulting in low product visibility in the digital market. This study employs a qualitative descriptive approach with data collected through observation, in-depth interviews, and literature review. A scoring analysis was applied to evaluate three main components: digital readiness, digital marketing strategy and implementation, and their impact on competitiveness. The findings indicate that Florina Bouquet demonstrates a relatively high level of digital readiness in terms of infrastructure and basic platform utilization; however, weaknesses remain in strategic planning, content creation, feature optimization, and consistent monitoring. Despite these limitations, the uniqueness of the product and strong market potential contribute positively to competitiveness, especially in differentiation and brand perception. The results highlight the need for more structured, consistent, and data-driven digital promotion strategies to improve marketing effectiveness and expand market reach. This study provides practical implications and strategic recommendations for MSMEs to strengthen their digital marketing performance sustainably.
Analisis Strategi Pemasaran Digital untuk Meningkatkan Daya Saing UMKM AiTha Collection Mantiri, Anneke Febrina; Arjuno, Satya; Azzahra, Shafa Nabilah; Affianti, Maritza Fadhila; Soeswoyo, Dina Mayasari
Jurnal Bisnis Digital dan Enterpreneur (BISENTER) Vol. 4 No. 1 (2026): Jurnal Bisnis Digital dan Enterpreneur
Publisher : STMIK Amika Soppeng

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70247/bisenter.v4i1.248

Abstract

Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh UMKM AiTha Collection dalam upaya meningkatkan daya saing usaha di era digital. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara dengan pemilik usaha, observasi aktivitas pemasaran digital, serta dokumentasi pendukung. Hasil penelitian menunjukkan bahwa AiTha Collection memanfaatkan media sosial seperti Instagram, WhatsApp, dan TikTok sebagai sarana utama promosi produk aksesori kriya berbahan kawat tembaga. Penerapan pemasaran digital memberikan dampak positif terhadap peningkatan visibilitas produk, perluasan jangkauan pasar, serta peningkatan penjualan dan kepercayaan konsumen. Namun, penelitian ini juga menemukan adanya kendala berupa keterbatasan waktu, kemampuan pengelolaan konten, serta persaingan yang ketat di platform digital. Secara keseluruhan, pemasaran digital terbukti menjadi strategi yang efektif bagi UMKM dalam meningkatkan daya saing, apabila dikelola secara konsisten dan berkelanjutan sesuai dengan karakteristik usaha.
Co-Authors Aditya Sugih Setiawan Affianti, Maritza Fadhila Ardila Wulandari Arjuno, Satya Azzahra, Shafa Nabilah Azzihcra, Resky Metha Bernadetha Westin Mertha Rahayu Budiman, Surya Fadjar Chikita Alamanda Arafa Choiri Amalia Damas Aryo Anggoro David Tumbelaka Desti Nurmawanti Dhanik Puspitasari Dimas Aryo Baskoro Fadhil Tsaqib Maulana Ginting, Gina Febriani Hanna Putri Wandasari Hera Oktadiana, Hera Himawan Brahmantyo Ishak, Riani Ivan Christopher Jajang Gunawijaya, Jajang Jasmine Nashwa Mutiara Seno Jeffry Sudirja Khansa Raquel Camus Liliana Dewi Liliana Dewi Logenie Salwas Sabina Made Handijaya Dewantara Maidar Simanihuruk Mantiri, Anneke Febrina Mega Jayanti Sutisna Mellia Jeneetica Mohamad Afendi Muhammad Afendi Muhammad Rafif Irhansa Niken Dwi Astuti Nita Anggraeni Nurbaeti Nurbaeti Putu Swasti Asaparini Putu Swasti Asparini Putu Swasti Asparini Syahrijati Rahmat Ingkadijaya Reagan Brian Resky Metha Azzihcra Safira Nurhaliza Sekti Rahardjo Sundring Pantja Djati Vera Aulia Rachmawati Wandasari, Hanna Putri Wildan Rizky Rahadian Willy Arafah Willy Arafah, Willy Wulandari, Ardila Yuviani Kusumawardhani