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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
Agung Utama
Universitas Negeri Yogyakarta
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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
Pemasaran Digital dalam Perspektif Akademis: Studi Bibliometrik Literatur Global Izal, Feizal Septya Pradana; Wijaya, Tony; Utama, Agung
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.
Analisis Bibliometrik Pengaruh Media Sosial terhadap Niat Konsumen: Fokus pada Transformasi Digital dan Perilaku Generasi Z Maharani, Ganing Indria; Wijaya, Tony; Utama, Agung
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 2 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i2.7553

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh media sosial terhadap niat konsumen, dengan fokus pada Generasi Z dalam konteks pemasaran digital. Penelitian ini menggunakan analisis bibliometrik terhadap publikasi ilmiah yang terdaftar di Scopus selama periode 2014-2024, dengan kata kunci “pengaruh sosial” dan “niat.” Hasil penelitian menunjukkan peningkatan signifikan dalam jumlah publikasi pada tahun 2020, yang dipicu oleh pandemi COVID-19 dan percepatan digitalisasi. Analisis ini mengidentifikasi tiga klaster utama: (1) pengaruh media sosial terhadap niat dan keputusan pembelian konsumen, (2) teori dan model perilaku konsumen, dan (3) aspek sosial dan ekonomi dari pengaruh media sosial. Kelompok pertama menyoroti pentingnya influencer dalam mempengaruhi niat pembelian dan kunjungan, sementara kelompok kedua menggambarkan penggunaan teori perilaku konsumen dalam konteks digital. Kelompok ketiga menekankan dampak sosial yang lebih luas dari pengaruh media sosial. Kesimpulannya, studi ini menyoroti celah dalam literatur terkait niat kunjungan dan pentingnya keterlibatan emosional serta FOMO dalam mempengaruhi keputusan konsumen. Studi ini memberikan wawasan bagi pemasar untuk merancang strategi yang lebih efektif dengan memanfaatkan pengaruh sosial digital.
Co-Authors Alfian Abdul Ghaffar Aminuyati Andreas M Kuncoro Anis Okta Cahyaningrum Anita Mustikasari Arif Wibowo Arif Wibowo Arya Sony Caesar Rosyad Achmadi Donald Jupply Endang Hariningsih, Endang Izal, Feizal Septya Pradana Maharani, Ganing Indria 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