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All Journal JURNAL ECONOMIA JDM (Jurnal Dinamika Manajemen) Dinamika Pendidikan JAM : Jurnal Aplikasi Manajemen Jurnal TIMES Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Benefit: Jurnal Manajemen dan Bisnis Management Analysis Journal Jurnal Ilmiah Peuradeun PROSIDING KOMUNIKASI Jurnal Entrepreneur dan Entrepreneurship (JEE) SENSITEK Jurnal Manajemen Universitas Bung Hatta Information System Journal (INFOS) SPRINTER: Jurnal Ilmu Olahraga Prosiding SNPBS (Seminar Nasional Pendidikan Biologi dan Saintek) J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Indonesian Journal of Advanced Research (IJAR) Jurnal Abdimas Jatibara International Journal of Application on Economics and Business Equilibrium: Jurnal Ekonomi Syariah
Tony Wijaya
STMIK Pontianak
Religion Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Inovasi Produk dan Pemasaran Digital untuk Meningkatkan Daya Saing UMKM Hampers di Desa Sembung Utama, Agung; Wijaya, Tony; Wardana; Ghaffar, Alfian Abdul; Achmadi, Caesar Rosyad
J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Vol. 9 No. 2 (2025): Oktober 2025
Publisher : IKIP PGRI Bojonegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30734/j-abdipamas.v9i2.5211

Abstract

ABSTRACT Sembung Village in Wedi District, Klaten Regency, has strong potential to develop as a center for hampers-based Micro, Small, and Medium Enterprises (MSMEs). Several existing wedding equipment rental businesses have created an initial market ecosystem for hamper products and souvenirs. However, this potential has not yet been supported by adequate product innovation and digital marketing capabilities. Local MSME actors still face obstacles in designing creative hampers, applying proper packaging techniques, developing branding, and utilizing digital platforms, which limits their competitiveness and keeps them dependent on conventional marketing. This community engagement program aims to enhance the competitiveness of MSMEs in Sembung Village through product innovation training and digital marketing strategies. The methods used include lectures, demonstrations, hands-on practice, and intensive mentoring on hamper design, product photography, storytelling, and promotion through social media and online marketplaces. The evaluation involved pre-tests, post-tests, observation, and participant feedback. The results demonstrate a significant improvement in participants’ understanding of digital marketing, promotional content development, and packaging creativity, with an average increase of over 100 percent. Participants successfully produced new hamper designs, created digital catalogs, and managed online business accounts. This program has proven effective in strengthening creative economy-based MSMEs and expanding their market opportunities through digitalization. Keywords: digital marketing, product innovation, MSMEs, empowerment, Hampers   ABSTRAK Desa Sembung di Kecamatan Wedi, Kabupaten Klaten, memiliki potensi kuat untuk berkembang sebagai sentra UMKM hampers karena telah terdapat beberapa usaha sewa perlengkapan dan alat penikahan yang menjadi ekosistem awal tumbuhnya permintaan produk hantaran dan suvenir. Namun, potensi tersebut belum diikuti oleh kemampuan inovasi produk dan pemasaran digital yang memadai. Pelaku UMKM masih menghadapi kendala dalam kreativitas desain hampers, teknik pengemasan, branding, dan pemanfaatan media digital sehingga daya saing produk masih terbatas pada pemasaran konvensional. Kegiatan pengabdian ini bertujuan meningkatkan daya saing UMKM Desa Sembung melalui pelatihan inovasi produk dan strategi pemasaran digital. Metode yang digunakan mencakup ceramah, demonstrasi, praktik langsung, serta pendampingan intensif dalam desain hampers, fotografi produk, storytelling, dan pemasaran berbasis media sosial maupun marketplace. Evaluasi dilakukan melalui pre–test, post–test, observasi, dan umpan balik peserta. Hasil menunjukkan peningkatan signifikan pada pemahaman peserta mengenai digital marketing, pembuatan konten promosi, dan kreativitas pengemasan dengan rata-rata peningkatan kompetensi di atas 100%. Peserta mampu menghasilkan desain hampers baru, membuat katalog digital, serta membangun akun bisnis daring. Kegiatan ini terbukti efektif mendorong kemandirian UMKM berbasis ekonomi kreatif dan membuka peluang perluasan pasar melalui digitalisasi. Kata kunci: digital marketing, inovasi produk, UMKM, pemberdayaan, Hampers
Digital Marketing Trends in Management Research Topics in the Corporate Buying and Selling Market Sector: A Bibliometric Analysis Kusuma, Vicky Ayu; Wijaya, Tony
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 21 No 1 (2026): Jurnal Manajeman Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v21i1.29138

Abstract

The development of digital technology has changed marketing trends in marketing management literature. This study aims to analyse trends and directions in digital marketing research, identify dominant themes, and map the contributions of influential authors, journals, and countries, particularly in the context of corporate buying and selling market with digital marketing. The main problem is the lack of a systematic review that describes the conceptual dynamics and interconnections between researchers in this field. The method used is qualitative with a bibliometric analysis approach, using data from Scopus and VOSviewer software to visualise networks of keywords, authors, and research themes. From 280 documents published between 2020 and 2025, a significant increase in publications was found, peaking in 2024. The analysis identified six main clusters: brand promotion and image, consumer behaviour and purchase intent, buyer and salesperson perspectives, smart tourism and profit orientation, consumer credibility and trust, and e-marketing and digital innovation. The findings indicate a paradigm shift in digital marketing from one-way communication to interactive systems based on artificial intelligence and personalised consumer experiences. Research recommendations are directed towards exploring clusters that are still limited and strengthening data-based approaches for the effectiveness of digital marketing strategies in the corporate sector.
Co-Authors A.A. Ketut Agung Cahyawan W Agung Utama Ahmad Wahyudi Alfian Abdul Ghaffar Anas Hidayat, Anas Anita Mustikasari Arini, Yayang Putri Caesar Rosyad Achmadi david Dela, Rilma Maya Diyah, Ida Aryati Ekadipta Ekadipta Fista, Theresia Fitri Fidia Fitri Yanti Gultom, Ria Pebrianti KARLINA DWIJAYANTI, KARLINA Kuncoro, Andreas M Kusuma, Vicky Ayu Mahanani, Alif Utama Maimun Sholeh Mareliasari, Avia Margaretha Kuway, Susanti Moerdyanto, Moerdyanto Moh Nasuka Muhamed, Nurul Aini Nugroho, Novanda Adi Nurhadi Purwanti, Suci Rahmadani, Aulia Rini Tri Hastuti Saifudin, Mukhamad Sandy Kosasi Santi Budiman saptawan, ferry Sigit Prasetyo Sunjoyo Sutirman Sutirman Wardana Wardana Wardana