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All Journal Jurnal Pariwisata Pesona JBMP (Jurnal Bisnis, Manajemen dan Perbankan) JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) EKUITAS (Jurnal Ekonomi dan Keuangan) International Journal of Economics, Business and Accounting Research (IJEBAR) Al-Kharaj: Journal of Islamic Economic and Business E-JRM JBIMA: Jurnal Pengabdian kepada Masyarakat
Siti Asiyah
FEB Universitas Islam Malang
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences Other

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Peningkatan Kapasitas Pemasaran Digital UMKM Mitra BUMN melalui Platform PaDi UMKM HENDRA DHARMAWAN; Meitria Syahadatina Noor; Andi Agung Prawiro; Mutiara Octa; Siti Asiyah
Jurnal Pengabdian kepada Masyarakat Vol 2 No 2 (2025)
Publisher : PT. Edutech Inovatif Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64109/jgkrsp22

Abstract

Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pemasaran digital bagi UMKM yang menjadi mitra BUMN melalui platform Pasar Digital UMKM (PaDi UMKM). Permasalahan yang dihadapi oleh UMKM meliputi rendahnya pemahaman tentang strategi digital marketing, kualitas visual katalog yang belum optimal, serta kurangnya pemanfaatan media sosial sebagai alat promosi. Program ini dilaksanakan melalui pelatihan digital marketing, pendampingan pembuatan konten dan katalog, serta monitoring aktivitas digital pasca pelatihan. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam kemampuan digital marketing, kualitas visualisasi produk, serta peningkatan kunjungan dan transaksi di platform PaDi UMKM. Kolaborasi antara akademisi dan BUMN terbukti efektif dalam memperkuat kapasitas UMKM di ranah digital.
Dampak Strategi Marketing Digital sebagai Transformasi Pemasaran terhadap Penjualan Krutuk Keritik Lailia Afifah; Haifullah Hasanah; Innayah Innayah; Nadiyah Silmi Al Majid; Siti Asiyah
Jurnal Pengabdian kepada Masyarakat Vol 3 No 2 (2026)
Publisher : PT. Edutech Inovatif Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64109/52g7dg78

Abstract

Perkembangan teknologi digital telah membawa perubahan besar dalam aktivitas pemasaran, termasuk pada usaha mikro, kecil dan menengah (UMKM). Salah satu bentuk perubahan tersebut adalah penerapan strategi marketing digital sebagai transformasi dari pemasaran konvensional menuju pemasaran berbasis teknologi. UMKM Krutuk Keritik sebagai produsen makanan ringan lokal menghadapi tantangan dalam memperluas jangkauan pasar dan meningkatkan penjualan apabila hanya mengandalkan promosi tradisional. Oleh karena itu, penelitian ini bertujuan untuk menganalisis dampak strategi marketing digital sebagai bentuk transformasi pemasaran terhadap peningkatan penjualan Krutuk Keritik. Metode penelitian yang digunakan adalah pendekatan deskriptif kualitatif melalui studi literatur dan pengamatan terhadap praktik pemasaran digital yang diterapkan oleh pelaku usaha. Hasil penelitian menunjukkan bahwa penerapan strategi marketing digital memberikan dampak positif terhadap peningkatan volume penjualan, perluasan jangkauan pasar, serta peningkatan interaksi dan loyalitas pelanggan. Konsistensi konten promosi, pemanfaatan fitur iklan berbayar, dan responsivitas terhadap konsumen menjadi faktor pendukung utama keberhasilan strategi tersebut. Dengan demikian, marketing digital sebagai transformasi pemasaran terbukti efektif dalam meningkatkan daya saing dan kinerja penjualan UMKM Krutuk Keritik di era ekonomi digital.
GREEN MARKETING: A SUSTAINABLE BUSINESS STRATEGY IN THE ECO-CONSCIOUS ERA Siti Asiyah; M. Khoirul Anwarodin Brotosuharto; Firda Fadri
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 9 No 4 (2025): December
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/j25485024.y2025.v9.i4.7369

Abstract

This research examines the role of green marketing in mediating between green knowledge and CSR on green trust. It investigates the correlation among four key concepts: green trust, green knowledge, CSR, and green marketing. An empirical survey tested the proposed hypotheses. Data were collected from 119 respondents in East Java, Indonesia, who consume Le Minerale bottled drinking water. Structural Equation Modeling using Partial Least Squares (SEM-PLS) was used to assess the research model. Results reveal that all direct relationships are positive and significant. Specifically, the analysis found green marketing does not significantly mediate the relationship between green knowledge and green trust. This means green knowledge does not increase green trust through green marketing. However, the indirect effect of CSR on green trust via green marketing is significant. This highlights that CSR builds green trust when green marketing is a mediator. These results suggest that green marketing can be an effective strategy for building consumer green trust. The research finds that green marketing helps companies enhance their consumers’ green trust. By exploring the roles of green knowledge and CSR in green trust through green marketing, this research highlights the value of honest and effective strategies. It also offers managerial implications for sustainable marketing.
The Influence Of Relationship Marketing And E-Service Quality On Customer Loyalty Through Customer Satisfaction Nila Kusumawati; Siti Asiyah; Muhammad Agus Salim
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10289

Abstract

This study aims to analyze the effect of relationship marketing and e-service quality on customer loyalty through customer satisfaction among Shopee users in Malang City. The rapid development of e-commerce has increased competition among platforms, making customer loyalty an important factor for business sustainability. Therefore, companies need to understand the factors that influence customer loyalty. This research uses a quantitative approach with a survey method. Data were collected through online questionnaires distributed to 112 respondents using purposive sampling techniques. The analysis method used Partial Least Square (PLS) to test the relationship between variables. The results show that relationship marketing has a positive and significant effect on customer satisfaction, while e-service quality does not significantly affect customer satisfaction. Furthermore, e-service quality and customer satisfaction have a positive and significant effect on customer loyalty. However, relationship marketing does not directly affect customer loyalty. Customer satisfaction is proven to mediate the relationship between relationship marketing and customer loyalty, but it does not mediate the effect of e-service quality on customer loyalty. The findings indicate that customer satisfaction plays a crucial role in strengthening customer loyalty. Companies are advised to focus on improving relationship marketing strategies and enhancing customer experience to maintain long-term loyalty.
Co-Authors Abdul Awwal Abdullah Syakur Novianto Achmad Yanu Aliffianto Afi Rachmat Slamet Alfian Budi Primanto Andi Agung Prawiro Anisa Putri Darvanti Arini Fitria Mustapita Baiq Handayani Rinuastuti Bella Zakila Budi Wahono Cheesa Imaniar Endang Rahmawati Fina Athiyatur Rohmaniyah Firda Fadri Haifullah Hasanah Haris Rizqi Pratama HENDRA DHARMAWAN Ida Ristianah Innayah Innayah Innayah Juanda Chrystantor Kartika Rose Rachmadi Khalikussabir, Khalikussabir Khoirul Anam Laila Dian Maslina Lailia Afifah M. Khoirul Anwarodin Brotosuharto Meitria Syahadatina Noor Miftakhul Nurjanah Muhammad Agus Salim Mutiara Octa Nadiyah Silmi Al Majid Nila Kusumawati Pardiman - Rahmawati Rahmawati Ratna Tri Hardaningtyas Ririz Della Nur Aini Shinta Amalia Putri Fauzia Silvia Ayu Wulandari Sri Wahyuni