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All Journal Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Management Studies and Entrepreneurship Journal (MSEJ) Daengku: Journal of Humanities and Social Sciences Innovation Jurnal Pengabdian Masyarakat Nusantara Jurnal Ekonomi Abdi Jurnal Publikasi JEBD Dedikasi : Jurnal Pengabdian Lentera Review: Journal of Multidisciplinary in Social Sciences PENG: Jurnal Ekonomi dan Manajemen Journal of Media and Communication Journal of Business Economics and Management ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat
Dwi Astuti
Universitas Pelita Bangsa
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Analisis Studi Kelayakan Bisnis Freshcake Rohmawati: Tinjauan Aspek Legalitas, Sistem Pemasaran, Dan Keuangan Daimah Dianawati; Ami Nurhidayah; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This research aims to analyze the feasibility of Rohmawati's Freshcake business based on legal, marketing and financial aspects. Freshcake Rohmawati, as one of the MSMEs in Bekasi Regency, presents typical cake products with an innovative digital-based strategy. A qualitative approach was used by collecting data through interviews, observation and document study. The research results show that the legality aspects of the business include NIB and PIRT certificates, but have not yet obtained MUI halal certification and trademark registration, which have the potential to add to the legal basis of the business. In marketing, the use of social media is quite effective in increasing market awareness, but does not make optimal use of digital campaign strategies, such as collaboration with influencers or development of official websites. In the financial aspect, transaction recording is still done manually, so cash flow is difficult to monitor, and evaluation of profit margins is not routine. Strategy recommendations include prioritizing halal certification and trademark management, optimizing digital marketing through social media and marketplace collaboration, as well as implementing simple financial recording technology such as the BukuKas application. Through these steps, Freshcake Rohmawati is expected to be able to increase business appetite and have a positive impact on the local economy. These findings are also relevant for other MSMEs in facing similar challenges in the era of business digitalization.
Membangun Restoran Sukses di Kota Surabaya: Studi Kelayakan Bisnis yang Komprehensif Aurora Oktaviani putri Hidayat; Dwi Rahmawati; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the feasibility of establishing a restaurant in Surabaya, one of the largest cities in Indonesia with significant market potential. The research investigates several key aspects including market potential, technical considerations, financial projections, and environmental factors. The findings reveal a promising market for new restaurants in Surabaya, but emphasize the importance of thorough planning in technical, financial, and environmental aspects to ensure business success. Recommendations include increasing government support, strengthening local wisdom, fostering collaboration among stakeholders, and enhancing public awareness of sustainable business practices.
Analisis Adopsi Teknologi Digital Dalam Studi Kelayakan Bisnis UMKM Di Era Transformasi Digital Dian Ramadhani; Rina Sonia; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

Transformasi digital telah menjadi salah satu perubahan mendasar dalam berbagai sektor, termasuk Usaha Mikro, Kecil, dan Menengah (UMKM). Teknologi digital memberikan berbagai dampak positif, seperti peningkatan efisiensi operasional, perluasan jangkauan pasar, serta pengelolaan bisnis yang lebih efektif. Namun, penerapannya di kalangan UMKM sering menghadapi hambatan seperti keterbatasan pengetahuan teknologi, infrastruktur yang belum memadai. Penelitian ini bertujuan untuk menganalisis adopsi teknologi digital dalam studi kelayakan bisnis UMKM di era transformasi digital, dengan fokus pada manfaat, hambatan. Metode penelitian yang digunakan adalah deskriptif dengan pendekatan kualitatif, didukung oleh studi kepustakaan untuk menjawab permasalahan teoritis. Hasil penelitian menunjukkan bahwa adopsi teknologi digital berkontribusi signifikan terhadap peningkatan produktivitas dan daya saing UMKM, baik melalui efisiensi proses operasional maupun inovasi produk dan layanan. Studi kelayakan bisnis memainkan peran penting dalam mengevaluasi manfaat dan risiko adopsi teknologi digital, sehingga membantu UMKM membuat keputusan yang sesuai dengan tujuan jangka panjang. Hambatan dalam adopsi teknologi digital mencakup kesiapan sumber daya manusia, infrastruktur, serta keterbatasan anggaran. Oleh karena itu, diperlukan perencanaan matang dan dukungan dari berbagai pihak untuk mengatasi hambatan tersebut.
Transformasi Digital Dalam Dunia Bisnis: Peluang Dan Tantangan Di Era Globalisasi Putri Pramudia Rahmawati; Khairanum Nasution; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Transformasi digital telah menjadi pendorong utama perubahan dalam dunia bisnis global termasuk di Indonesia. Kemajuan teknologi informasi dan komunikasi memungkinkan perusahaan untuk meningkatkan efisiensi, memperluas pasar, dan mendorong inovasi. Melalui penelitian menggunakan metode kualitatif dengan studi literatur untuk mengidentifikasi peluang, tantangan, dan strategi yang relevan dalam menghadapi transformasi digital di dunia bisnis. Analisis kami menyoroti bahwa teknologi seperti otomatisasi, analitik data, dan platform e-commerce memberikan kesempatan besar bagi perusahaan termasuk usaha kecil dan menengah (UKM) untuk bersaing di pasar global. Namun, pelaksanaan transformasi digital menghadapi berbagai tantangan seperti keterbatasan infrastruktur teknologi, resistensi budaya terhadap perubahan, masalah keamanan data, dan kekurangan tenaga ahli digital. Untuk mengatasi masalah ini perusahaan perlu berinvestasi pada infrastruktur teknologi dan melatih karyawan dalam keterampilan digital serta memperkuat kebijakan keamanan data. Kolaborasi antara pemerintah dan sektor swasta juga penting untuk memastikan akses teknologi yang merata di seluruh wilayah. Dengan strategi yang tepat, perusahaan dapat memanfaatkan transformasi digital untuk mendapatkan keunggulan kompetitif di era globalisasi. Penelitian ini menggunakan metode kualitatif dengan studi literatur untuk mengidentifikasi peluang, tantangan, dan strategi yang relevan dalam menghadapi transformasi digital di dunia bisnis.
Analisis Studi Kelayakan Bisnis Kopi kalean Pada Aspek Aspek Pemasaran Selpia Hendawani Sihombing; Lionsy Sitanggang; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the business feasibility of kopi kalean kebon jati cibitung from a marketing perspective. The research employs a descriptive method with a case study approach, gathering data through observation, interviews, and documentation. The analysis focuses on market segmentation, marketing strategies, marketing mix (4Ps), and customer satisfaction levels. The findings reveal that kopi kalean kebon jati has significant market potential with clear segmentation, effective promotional strategies, and competitive pricing. Its strategic location and consistent product quality are key advantages in attracting customers. However, challenges exist in addressing market competition and maintaining customer loyalty. Therefore, the business is deemed feasible for further development with several recommendations for improvement in digital promotion and product innovation.
Analisis Studi Kelayakan Bisnis Usaha Toko Beras Pada Aspek Pemasaran (Studi Kasus Toko Beras Soleh di Pasar Bulak Temu Kabupaten Bekasi ) Fahri Hidayat; Nur Saran; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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A business feasibility study is a systematic process to assess whether a business is feasible to run and can be sustainable. This study aims to determine whether the Soleh Rice Shop is feasible to run sustainably. This study uses a qualitative method with a case study research type, in exploring field data the researcher uses data collection techniques in the form of interviews and observations of business owners. The focus of the analysis includes Marketing Strategy, Market Research, Competitor Analysis, Promotion and Branding, and Financial Aspects. The results of this study indicate that the Soleh Rice Shop in Bulak Temu Market is a feasible business to run sustainably. An effective marketing strategy and large market potential make sales stable and even increase. However, there are challenges in facing market competition that will increase over time, the Soleh Rice Shop must prepare a special strategy to maintain customer loyalty.
Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Inovasi Terhadap Kinerja UMKM Di Jakarta Barat Martiano Dusy charlesman; Dwi Astuti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 4 (2025): April - Juni
Publisher : CV. ITTC INDONESIA

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Abstract

MSMEs have an important role in the national economy. The growth of MSMEs in Indonesia has also increased from year to year. However, in running MSMEs, there are several difficulties or challenges and obstacles. The application of entrepreneurial orientation, market orientation and innovation can improve business performance and survive in the market. Therefore, it is important for MSME owners and/or managers to be able to implement this. This research aims to determine the influence of entrepreneurial orientation, market orientation and innovation on the performance of MSMEs. The samples used were 60 samples and were selected using the purposive sampling method. The questionnaire was used in this research as a research instrument in obtaining information from respondents. Data was processed using outer model analysis and inner model analysis on SmartPLS 4 software. The results of the research showed that entrepreneurial orientation and market orientation had a positive and insignificant effect on the performance of MSMEs. Meanwhile, innovation has a positive and significant effect on the performance of MSMEs.
Dampak Media Sosial Terhadap Pola Komunikasi Pada Generasi Z Fuzi Febriani; Dwi Astuti
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 1 No. 4 (2025): April - Juni
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

Penelitian ini membahas dampak media sosial terhadap pola komunikasi konsumen Generasi Z, yang tumbuh dalam era digital dengan karakteristik unik sebagai Digital Natives. Media sosial tidak hanya memengaruhi cara Generasi Z berkomunikasi, tetapi juga membentuk identitas digital, preferensi konsumsi, dan pola interaksi mereka dengan merek serta sesama konsumen. Dengan pendekatan teori uses and gratifications, penelitian ini berupaya memahami motif aktif Generasi Z dalam menggunakan media sosial untuk memenuhi kebutuhan sosial dan pribadi, termasuk hiburan, pencarian informasi, dan penguatan identitas. Penelitian ini menggunakan metode Systematic Literature Review (SLR) yang menganalisis temuan ilmiah dari berbagai artikel akademik terkini. Hasilnya menunjukkan bahwa media sosial telah mengubah pola komunikasi Generasi Z dari satu arah menjadi dua arah yang bersifat dialogis dan partisipatif. Generasi Z lebih memilih komunikasi yang transparan, cepat, dan interaktif, dengan keterlibatan yang tinggi terhadap konten visual, naratif, dan berbasis komunitas. Selain itu, hubungan dengan influencer melalui konsep parasocial relationship juga memengaruhi keputusan konsumsi mereka. Namun, ketergantungan pada media sosial juga memiliki dampak negatif, seperti menurunnya kualitas komunikasi tatap muka dan munculnya tekanan sosial dari dunia maya. Penelitian ini menekankan pentingnya literasi digital untuk menjaga keseimbangan antara komunikasi digital dan interaksi langsung. Temuan ini memberikan kontribusi teoritis pada kajian komunikasi digital serta rekomendasi praktis bagi pelaku bisnis dan pembuat kebijakan dalam memahami pola komunikasi dan perilaku konsumsi Generasi Z di era digital.
Pengembangan Keterampilan Berwirausaha Siswa melalui Pelatihan Kewirausahaan Digital Berbasis Canva di SMK TI At-Taqwa Dwi Astuti; Eva Fauziana; Citra Anisa
Jurnal Pengabdian Masyarakat Nusantara (JPMN) Vol. 6 No. 1 (2026): Februari - Juli 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jpmn.v6i1.6939

Abstract

This community service program aimed to enhance digital entrepreneurship skills among vocational high school students through practice-based UMKM training. The program was conducted at SMK IT Attaqwa 07, Sumber Jaya, Bekasi, involving approximately 30 students over a two-week period. The training activities included entrepreneurship seminars, Canva-based design workshops, product photography training, and direct product marketing practices. The results indicated a significant improvement in students’ competencies, and interest in starting their own businesses. The findings revealed an 85% increase in students’ understanding of digital entrepreneurship, 78% improvement in digital promotional design skills using Canva, and enhanced entrepreneurial motivation after participating in the training program. In addition, students successfully produced and sold products, which strengthened their practical business experience and communication skills. This program demonstrates that integrating digital technology and project-based learning effectively enhances entrepreneurial competence and motivation among vocational students. The findings suggest that such training models can be implemented more broadly to support the development of young entrepreneurs in the digital economy era.
Strategi Pengembangan UMKM Baso Aci Pandawa Melalui Pendekatan Manajemen Strategik Anita Septiani; Dwi Astuti
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/rje9d975

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan sektor penting dalam perekonomian Indonesia, terutama dalam industri kuliner yang terus berkembang. Penelitian ini bertujuan untuk merumuskan strategi pengembangan UMKM Baso Aci Pandawa melalui pendekatan manajemen strategik. Metode yang digunakan adalah deskriptif kualitatif dengan analisis data sekunder dari literatur dan ulasan pelanggan. Hasil penelitian meliputi analisis SWOT, formulasi visi dan misi, perumusan tujuan jangka panjang, serta strategi implementasi yang mencakup aspek pemasaran, operasional, dan keuangan. Strategi yang diusulkan berfokus pada pemanfaatan pemasaran digital, diversifikasi produk, standardisasi operasional, serta penggunaan sistem pencatatan digital. Diharapkan strategi ini dapat meningkatkan daya saing, memperkuat posisi merek, dan mendorong pertumbuhan usaha secara berkelanjutan.
Co-Authors Afifah Indriyani Putri Ami Nurhidayah Anita Septiani Arya Syah Ramadhan Aulio Yuda Prasetya Aurora Oktaviani Putri Hidayat Cahyati Komalasari Cecep Ridwan Citra Anisa Daimah Dianawati Dera Andani Dewi Mas Arumsari Dian Hasanah Dian Rachmawati Afandi Dian Ramadhani Dwi Nadini Saputri Dwi Rahmawati Ega Juangga Elsye Fatmawati Eva Fauziana Fahri Hidayat Fuzi Febriani Indra Permana Innez Indah Putri Irfan Fadlurrahman Jusmawati Jusmawati Khairanum Nasution Lionsy Sitanggang Martiano Dusy Charlesman Muhamad Ekhsan Muhammad Ali Setiawan Muhammad Khoerur Rizki Muhammad Raishal Ramadhan Muhammad Sabil Ahror Nadine Eliana Christian Nataliana Bebasari Nova Sari Nugroho, Arif Widodo Nur Saran Panji Erlangga Priska Emannuela Kusuma Putri Pramudia Rahmawati Raden Ahmad Syailendra Raihan Herfiansyah Rina Sonia Ropik Tri Wianto Samuel Silitonga Santi Kurnia Sarfilianty Anggiani Sartini Sartini Selpia Hendawani Sihombing Siska Prisilia Siti Juariah Suwandi Suwandi Tati Hartati Virly Kania Puteri Vitria Ramdoni Yuan Badrianto