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All Journal Jurnal Penelitian Humaniora Jurnal Ilmu Manajemen JURNAL ECONOMIA Efisiensi : Kajian Ilmu Administrasi Jurnal Pendidikan Akuntansi Indonesia INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni AFEBI Management and Business Review Dinamisia: Jurnal Pengabdian Kepada Masyarakat Jurnal Surya Masyarakat Jurnal ABDINUS : Jurnal Pengabdian Nusantara Jurnal Surya Masyarakat Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Prima Abdika: Jurnal Pengabdian Masyarakat Empowerment: Jurnal Pengabdian Masyarakat Jurnal Ilmu Manajemen Studi Akuntansi, Keuangan, dan Manajemen Prosiding Seminar Nasional Pengabdian Kepada Masyarakat J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Salus Publica Economic and Business Horizon
Agung Utama
Universitas Negeri Yogyakarta
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STRATEGI PEMASARAN MELALUI RE-DESIGN KEMASAN SEBAGAI UPAYA PENGEMBANGAN USAHA DAN DAYA SAING UKM BAKPIA ISTU PASCA COVID-19 Agung Utama; Anita Mustikasari; Anis Okta Cahyaningrum; Arya Sony
Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Vol 3 (2022): PROSIDING SEMINAR NASIONAL PENGABDIAN KEPADA MASYARAKAT - SNPPM2022
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract Bakpia Istu SMEs is a business that produces bakpia in Yogyakarta. Bakpia Istu has a sales motto which is to always provide fresh bakpia to consumers, therefore bakpia production is still carried out every day despite the Covid-19 pandemic. Currently, the marketing process has started to use social media such as Instagram in addition to its offline store and is also a member of Go-food merchants, but it is still not optimal, especially in terms of product branding. Bakpia Istu is still far from attracting consumers. The role of packaging in the eyes of consumers will be able to increase or decrease sales of a product, because actually an attractive packaging appearance will give a distinct impression to consumers in determining their decision to buy or not to buy a product. Therefore, this service activity provides good knowledge and design for bakpia packaging using the Quality Function Deployment (QFD) technique. The benefit of this program is the realization of attractive and eye-catching packaging designs for Bakpia Istu SMEs. Abstrak UMKM Bakpia Istu merupakan usaha yang memproduksi bakpia yang berada di Yogyakarta. Hingga saat ini Bakpia Istu mempunyai motto penjualan yaitu selalu menyediakan bakpia yang selalu fresh kepada konsumen, oleh karenanya produksi bakpia tetap dilakukan setiap harinya meskipun dalam keadaan pandemic covid-19. Saat ini proses pemasarannya sudah mulai menggunakan sosial media seperti instagram selain toko offlinenya dan juga tergabung dalam merchant di Go-food namun masih kurang optimal terlebih dalam hal branding produk. Bakpia Istu terbilang masih jauh dari kata menarik konsumen. Peran kemasan dimata konsumen akan dapat meningkatkan atau menurunkan penjualan sebuah produk, karena sesungguhnya tampilan kemasan yang menarik akan memberi kesan tersendiri bagi para konsumen dalam menentukan keputusannya untuk membeli atau tidak membeli suatu produk. Oleh karenanya, kegiatan pengabdian ini memberikan pengetahuan dan desain yang baik untuk kemasan bakpia menggunakan teknik Quality Function Deployment (QFD). Manfaat dari program ini adalah terwujudnya desain kemasan yang menarik dan eyecatching bagi UMKM Bakpia Istu.
Marketing and Finance Management Training for Micro Small and Medium Enterprises Instructions for Sleman Creative House Anis Okta Cahyaningrum; Agung Utama; Tony Wijaya; W Winarno; Rullyana P. Mamengko
Salus Publica: Journal of Community Service Vol. 1 No. 1 (2023): April 2023
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/saluspublica.v1i1.52

Abstract

The purpose of this community service is to give members of Micro, Small and Medium Businesses (MSMEs) under the Sleman Creative House an introduction to management. The Sleman Regency Industry and Trade Office established the Sleman Creative House as a platform to help Micro, Small, and Medium-Sized Businesses (MSMEs) in the Sleman region. PPM tasks are completed online through Zoom. 44 participants make up the targeted audiences, who are Micro, Small and Medium-Sized Businesses (MSMEs) under the Sleman Creative House. The activity was conducted by first delivering the content, then having a group discussion about the challenges the training participants encountered running their businesses. Financial management, social media-based digital marketing management, and turnover mastery are covered in the management introduction. The pre-test, process evaluation, and post-training using the post-test provide evidence of the success of the implementation of MSME training. PPM activities went off without a hitch. The program was enthusiastically followed by the participants throughout. The introduction of marketing and financial management is anticipated to be able to enhance the skills of Micro, Small and Medium Businesses (MSMEs) under the Sleman Creative House, which have a variety of companies including catering, batik, souvenirs, tourist transportation, and homestays.
IDENTIFICATION AND COMPARISON STUDY OF MARKETING STUDENTS ETHICAL SENSITIVITY Tony Wijaya; Agung Utama; Nurhadi Nurhadi; Andreas M Kuncoro
AFEBI Management and Business Review Vol. 3 No. 1 (2018): June
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v3i1.131

Abstract

The research aimed to identify and compare the ethical sensitivity level ofmarketing student. This research is descriptive-comparative using primarydata. Sources of data in the study is a student of marketing management. The study used a saturated sample of all students who are still active (3 batches). Data collection techniques are surveys using questionnaires. Data analysis techniques in this study using descriptive statistics and analysis of variance. Based on the result of the research, it can be concluded that there is a significant difference in students' ethical sensitivity in 2nd, 4th and 6th semesters significantly. 6th-semester students have better ethical sensitivity than 4th and 2nd semester. 4th-semester students have better ethical sensitivity than 2ndsemester.Keywords: ethical sensitivity, marketing students, semester
Optimalisasi Potensi Lokal melalui Pelatihan Batik Pewarna Alam: Langkah Menuju Kemandirian dan Keberlanjutan Ekonomi Remaja Marginal Utama, Agung; Mustikasari, Anita; Hariningsih, Endang; Endarwati, Maria Lies; Hastuti, Purwanti Widhy
Jurnal ABDINUS : Jurnal Pengabdian Nusantara Vol 8 No 2 (2024): Volume 8 Nomor 2 Tahun 2024
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/ja.v8i2.20191

Abstract

The batik-making skills training program using natural dyes from waste materials for marginalized youth in Wijirejo Village, Bantul, aims to enhance participants' skills, economic independence, and business sustainability. This program is supported by Nonalia Batik SMEs and the community service team from Yogyakarta State University. The training methods include entrepreneurship theory, batik-making practice, and small business management assistance, including digital marketing. Evaluation results show significant improvements in participants' skills, with some successfully starting their own batik businesses and increasing their income. This program has had a positive impact on the local economy and empowered marginalized youth within their communities.
TEKNOLOGI PRESTO PADA PRODUK BERBASIS IKAN AIR TAWAR KAYA KALSIUM Nugraheni, Mutiara; Handayani, Titin Hera Widi; Utama, Agung
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 20, No 2 (2016)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (90.944 KB) | DOI: 10.21831/ino.v20i2.12927

Abstract

The purpose of this activity is to (1) provide an alternative freshwaterfish post-harvest processing; (2) producing an acceptable using waste fish headsand bones; (3) provide an alternative to consumers in the form of productsmade from freshwater fish that are high in calcium, ready for consumption andhave long-term expired time; and (4) developing agri-based home Industry.These research subjects were Merapi Bangkit dan Sumber Makmur farmergroups in Teplok and Mudal, Argomulyo Village, Cangkringan, Yogyakarta.The method carried out was discussion on proper fish process, hygiene sanitation, food licensing, packaging, marketing strategies and product manufacturing. Competencies evaluation was conducted at the end of the program by producing some product. The evaluation characteristics items were: flavor, color, aroma, texture, innovation and the price per pack. The results show that the alternative fish processing using fish waste that have a long-term expired date can be implemented 
PENINGKATAN KUALITAS DAN KAPASITAS PRODUKSI CERIPING SINGKONG DAN PISANG MELALUI PENGGUNAAN ALAT PENGIRIS OTOMATIS Nugraheni, Mutiara; Handayani, Titin Hera Widi; Utama, Agung
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 23, No 1 (2019)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ino.v1i1.23463

Abstract

Community empowerment aims to solve the problems faced by farmers groups Wulu Wetu and groups of women farmers Gotong Royong. The goals were, first, conducting education and training activities of the transfer of appropriate technology and entrepreneurship "(Entrepreneurship), namely education and training with diversified products of processed-based cassava and bananas; education and human resource management training; provide training in production management; Marketing management training; Entrepreneurial training. Second, perform the mentoring and coaching. The results of the implemented of community empowerment included a description associated with the selection of raw materials, material handling, processing, packaging, and marketing. The use of automatic slicer machine drive change production capacity, product characteristics and range of marketing after implemented the evaluation skills of community empowerment program for participants indicate that participants have understood the use of the automatic slicer equipment and processing cassava and banana into chips. The chances of developing the chips cassava and bananas are huge given area Pringombo is a producer of bananas and cassava, as well as supported by the vast potential market outside of Pringombo.
PENGEMBANGAN MOCAF (MODIFIED CASSAVA FLOUR) UNTUK PENINGKATAN DIVERSIFIKASI PANGAN DAN EKONOMI PASCA ERUPSI MERAPI Nugraheni, Mutiara; Handayani, Titin Hera Widi; Utama, Agung
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 19, No 1(2015)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (106.347 KB) | DOI: 10.21831/ino.v19i1.5147

Abstract

This activities is carried out in order to: (1) provide an alternative topost-harvest cassava in farmer groups of Mekar Sari Lor, Karang Gawang,Jumoyo, Cangkringan, Magelang regency which able to produce food based onmocaf that can be accepted by consumers, (2) provide an alternative toconsumers in food based on mocaf that ready to use and have a long shelf life,and (3) home industry development opportunities in Karang Gawang in anattempt to economic recovery after eruption of Merapi The steps taken to achieve the goal of this activities is to provide atheory  characteristic of mushroom and way of processing, sanitation, hygieneand food sertification, packaging and selling price determination and long shelflife; practice make flour mocaf and products based on mocaf, namely egg roll,sempe,kembang goyang, and pangsit. Preference test for the products, the calculationofthesaleprice;acceptancetestingforproductsandpricesattheconsumerlevelanddeterminationofshelflifeasoneofthedatathatwillappearinthepackaging.Alternative processing of cassava into mocaf flour be implemented. Theyield of mocaf flour from cassava is 35% with a production cost of Rp 3300.00.The sale price with 40% mark-up is Rp 5000.00. Diversification processedproduct based on mocaf flour are egg roll, sempe, kembang goyang and pangsitwhich have a shelf life of 3 months. This products have opportunities to behome industry development because have a competitive price; mocaf flour Rp5,000.00/kg, egg roll Rp 6000.00/100 grams, pangsit Rp5000.00/200 grams,sempe Rp 5000.00/100 grams, and kembang goyang Rp 5000.00/100 grams
Revitalisasi Literasi Global: Pengembangan Kampung Inggris Sapen sebagai Pusat Pembelajaran Bahasa Inggris Inovatif di Yogyakarta Endarwati, Maria Lies; Mustikasari, Anita; Nababan, Donald Jupply; Utama, Agung; Sony, Arya
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2025): Volume 5 Nomor 3 Tahun 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v5i3.5261

Abstract

The Sapen English Village in Yogyakarta faces challenges in improving English literacy, particularly among children, due to the limited availability of appropriate teaching materials and the lack of interactive learning methods. To address these issues, this community service program adopts a sustainable training approach, develops the English for Children learning module, and utilizes open-source materials to enhance the quality of learning. The activities include training local tutors, implementing the module in the teaching and learning process, and evaluating learning outcomes through pre-tests and post-tests. The results indicate a significant improvement in the children’s English proficiency, with the average post-test scores increasing by 26% compared to the pre-test scores. These findings demonstrate that the integration of interactive modules and open-source materials provides an effective solution to the limitations of learning resources. Overall, the program has successfully developed a relevant and sustainable model for empowering English literacy, which has the potential to enhance the local community’s competitiveness in the global era.
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
Pemasaran Digital dalam Perspektif Akademis: Studi Bibliometrik Literatur Global Feizal Septya Pradana Izal; Tony Wijaya; Agung Utama
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 2 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i2.5245

Abstract

Purpose: This study aims to examine the development and structure of academic literature on digital marketing through a bibliometric analysis approach. Digital marketing has become a central topic in marketing studies, especially since the COVID-19 pandemic, which has accelerated the adoption of digital technology across various sectors. Methodology: Data were collected from the Scopus database covering the period 2005–2025, identifying 111 documents containing the keywords “digital marketing” and “e-marketing” in the title, abstract, and keywords. VOSviewer software was employed to perform mapping of thematic networks, visualization of temporal trends, and analysis of literature density. Results: The findings reveal that the dominant research themes focus on social media marketing, purchase intention, content marketing, and the integration of advanced technologies such as artificial intelligence (AI), big data analytics, and chatbots. The visualization indicates a significant shift from traditional marketing discussions toward more technology-driven and behaviorally adaptive topics. Conclusions: Digital marketing research has evolved dynamically, moving toward more data-based and technology-oriented themes that reflect contemporary consumer trends. Limitation: This study is limited to publications indexed in Scopus and may exclude relevant works from other academic databases or gray literature. Contribution: The study contributes to a systematic understanding of the intellectual structure and thematic evolution of digital marketing research, offering valuable insights for academics and practitioners to identify research gaps and future directions in technology-based marketing studies.
Co-Authors Alfian Abdul Ghaffar Aminuyati Andreas M Kuncoro Anis Okta Cahyaningrum Anita Mustikasari Arif Wibowo Arya Sony Caesar Rosyad Achmadi Donald Jupply Endang Hariningsih, Endang Feizal Septya Pradana Izal Ganing Indria Maharani Jati, Hafidz Mahkota Mamengko, Rullyana Puspitaningrum Maria Lies Endarwati Muhammad Fuad Abdillah Mutiara Nugraheni Nurhadi Nurhadi Purwanti Widhy Hastuti Titin Hera Widi Handayani Tony Wijaya Tony Wijaya W Winarno Wardana Wardana Wardana Winarno Winarno