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All Journal Indonesian Journal of Geography Warta Rimba Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Bulletin of Electrical Engineering and Informatics Intra Jurnal Administrasi dan Manajemen Jurnal Teknik Industri Terintegrasi (JUTIN) BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Manajemen Terapan (JIMT) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of English Language and Education Action Research Literate (ARL) Jurnal Ilmiah Arsitektur Paulus Civil Engineering Journal Journal of Artificial Intelligence and Digital Business Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi Jurnal Pengabdian Pada Masyarakat METHABDI Jurnal Dieksis ID Digital Business Progress Community Service Progress
Victor Victor
Jurusan Teknik Sipil, Fakultas Teknik Universitas Katolik Parahyangan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Veterinary Other

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Strategi Digital Marketing Dalam Memperkuat Brand Image Pada Roti Kacang Mpok Atik Tebing Tinggi Purba, Rakhmawati; Siahaan, Rumiris; Batubara, Rizki Wulanita; Ketaren, Abednego; Lubis, Abdillah Fenorian; Sepvira, Bulan; Faransiska, Faransiska; Saragih, Naumi Salsabillah; Siregar, Satya Pranaja; Victor, Victor; Kadariah, Siti
Community Service Progress Vol. 4 No. 2 (2025): Community Service Progress Edisi Desember 2025
Publisher : STIE Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/csp.v4i2.266

Abstract

MSMEs play a vital role in the country's economic growth by significantly contributing to job creation, poverty alleviation, and economic equality. Peanut bread is one of the typical souvenirs from the city of Tebing Tinggi besides lemang and other products. Currently, the development of peanut bread production businesses is increasingly widespread in Tebing Tinggi with various brands and flavors. One of them is the Mpok Atik peanut bread brand. One of the problems faced by this MSME is limited capital, where there is competition from large producers, and market access is still limited. This campus collaborative activity program is a type of community service activity in helping solve problems that exist in the community / MSMEs. The enlightenment provided by the team about digitalization plays a vital role in driving the growth of the Mpok Atik peanut bread MSME. By implementing various digital-based marketing, MSMEs can compete in the increasingly competitive modern era by utilizing technology to increase market access, improve brand image, and remain competitive. This peanut bread MSME excels because its products have the characteristics of a local identity, authentic taste.
Digitalization as a Strategy to Increase the Competitiveness of MSMEs in the Era of an Inclusive Economy Agusman, Agusman; Victor, Victor
Journal of English Language and Education Vol 11, No 1 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jele.v11i1.1903

Abstract

This research aims to investigate the main strategies in increasing the competitiveness and sustainability of micro, small, and medium enterprises (MSMEs) in the tourism sector in Medan City through digitalization and technological innovation in the framework of an inclusive economy. The focus of the research includes the use of digital technology in marketing, optimization of online reservation systems, the use of e-commerce platforms, and the application of service automation to increase operational efficiency and MSME revenue. Digitalization is seen as a strategic solution to overcome MSMEs' dependence on conventional methods in marketing, production, and business management which has been the main obstacle in facing competition with large companies and imported products. Based on data from the Medan City Cooperative Office, there are around 18,000 active MSMEs, but the level of digital adoption still varies. This study uses a quantitative method with purposive sampling techniques on 100 MSMEs from the souvenir, culinary, and handicraft subsectors that have interacted with local digitalization programs. Data were collected through a questionnaire survey and analyzed using Structural Equation Modeling with a Partial Least Squares (PLS-SEM) approach because the research variables were latent and construct-based. This approach allows testing of structural relationships as well as direct and indirect influences between variables. The novelty of this research lies in the development of the Conceptual Model of Inclusive Digitalization for SME Competitiveness (CDISC), which integrates digital inclusivity indicators—including digital access, digital literacy, and technological readiness—with MSME competitiveness indicators. The results of the research are expected to make a theoretical and practical contribution to the development of MSME digitalization policies that are sustainable, inclusive, and oriented towards increasing turnover, expanding market reach, and operational efficiency of MSMEs in Medan City
Co-Authors Agusman, Agusman Akhirini, Akhirini Andriasan Sudarso Aprilita, Aprilita Arie Putra Usman Arthur Simanjuntak Azman, Muhammad Richie Bagus Mulyawan Batubara, Rizki Wulanita Christof Geraldi Simon Dedi Trisnawarman Elvie Maria Faransiska, Faransiska Hendrik Jimmyanto Kadariah, Siti Ketaren, Abednego Kristinae, Vivy LA MANI, LA Lenny Menara Sari Saragih Lubis, Abdillah Fenorian Manalu, Brilliant Handyman Markus Deli Girik Allo Masyhur Irsyam Meitiana Meitiana, Meitiana Muhammad Asrurifak, Muhammad Nadapdap, Kristanty M. N. Nasution, Sabrina Azura Nehru Pasoloran Pongsapan Nico Surantha, Nico Nopiani Indah Panambang, Monicha Shalimar Prasetya, Blinka Hernawan Purba, Rakhmawati Purwanto Purwanto Putra, Tri Nugraha Basri Qomaruddin, Mochammad Rahmawati, Rahmawati Saloma Saragih, Naumi Salsabillah Sepvira, Bulan Siahaan, Rumiris Siregar, Satya Pranaja Sombolayuk, Oktovianus Sri Tudjono Undayani Cita Sari Windu Partono Yose, Edward Yu, James Yusita Kusumarini Yusran Yusran Zulfahmi, Rifqi Iqbal