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All Journal Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Konversi Jurnal Ilmiah Universitas Batanghari Jambi Journal of Economic, Bussines and Accounting (COSTING) Prosiding Seminar Nasional Sains dan Teknologi Terapan JAST : Jurnal Aplikasi Sains dan Teknologi Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Journal of Management - Small and Medium Enterprises (SME's) Jurnal Pengabdian kepada Masyarakat Nusantara Airlangga International Journal of Islamic Economics and Finance Jurnal Ilmiah Bisnis dan Perpajakan (Bijak) Jurnal Pengabdian Masyarakat Bestari (JPMB) JOMPA ABDI: Jurnal Pengabdian Masyarakat JAPI: Jurnal Akses Pengabdian Indonesia J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Jurnal Multidisiplin Indonesia Business Management Research
Dyah Setyawati
Universitas Merdeka Malang
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences Veterinary Other

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ANALYSIS OF SEGMENTING, TARGETING, POSITIONING (STP) MARKETING STRATEGY IN MSME BATIK Setyawati, Dyah; Sudarmiatin, Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.26144

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in driving economic growth; however, the increasing level of competition necessitates that business actors adopt effective and appropriate marketing strategies to sustain their competitiveness and achieve long-term success. This study aims to analyse the application of marketing strategies through the STP concept (Segmenting, Targeting, and Positioning) at Batik Krajan DW MSME in Karangploso. This research employs a descriptive qualitative method through observation, interviews, and documentation. The findings indicate that market segmentation includes batik enthusiasts, government institutions, schools, and tourists, with the main target being batik enthusiasts and government institutions. Positioning is carried out through the unique Batik Kawung Kates motif and involvement within the Hasta Padma batik industrial area. However, the implementation of the STP strategy has not been optimal, as indicated by fluctuating sales, low compliance of civil servants in wearing batik, and intense competition. These findings are expected to serve as a basis for strengthening the marketing strategy through a more optimal STP concept at Batik Krajan DW MSME. Keywords: Batik Krajan DW; MSMEs; STP Marketing Strategy
Optimalisasi Ekonomi Peternak Kambing melalui Teknologi Silase, Pakan Konsentrat, dan Pupuk EM4 di Desa Kalipare: Optimalisasi Ekonomi Peternak Kambing melalui Teknologi Silase, Pakan Konsentrat, dan Pupuk EM4 di Desa Kalipare Setyawati, Dyah; Leondro, Henny; Rayid, Almer; Njurumana, Naris; Rahmawati, Brigitta Vera
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

Abstract

Kalipare Sub-district, Malang Regency, has strong potential in the livestock sector, especially goat farming managed by Anak Lanang Farm. The main challenges include production, business management, and marketing, such as limited quality feed, simple housing systems, and passive marketing without legal business status. This community service program aims to strengthen farmers’ capacity through training in producing silage and fermented feed using local materials, processing goat manure into packaged organic fertilizer, and improving housing management with a urine collection system. In marketing, the program focuses on assisting the issuance of a Business Identification Number (NIB) and applying digital marketing strategies through social media and online marketplaces to expand market reach. The program aligns with Sustainable Development Goals (SDGs 1, 2, and 8), supports higher education Key Performance Indicators (IKU), the Asta Cita agenda, and the National Research Master Plan (RIRN) on food security. Expected outputs include quality feed availability, packaged organic fertilizer, hygienic goat housing with urine storage, business legality, and an online store. The anticipated impacts are increased productivity, higher income, and improved economic independence for farmers based on local potential. Kecamatan Kalipare, Kabupaten Malang, memiliki potensi besar dalam sektor peternakan, khususnya kambing, yang dikelola oleh kelompok Anak Lanang Farm. Permasalahan utama yang dihadapi meliputi aspek produksi, manajemen usaha, dan pemasaran, antara lain keterbatasan pakan berkualitas, manajemen kandang sederhana, serta pemasaran yang masih pasif tanpa legalitas usaha. Program pengabdian ini bertujuan meningkatkan kapasitas peternak melalui pelatihan pembuatan pakan silase dan fermentasi berbahan lokal, pengolahan limbah feses menjadi pupuk organik kemasan, serta inovasi manajemen perkandangan dengan penampungan urin ternak. Pada aspek pemasaran, solusi difokuskan pada pendampingan pengurusan Nomor Induk Berusaha (NIB) dan penerapan strategi digital marketing melalui media sosial dan marketplace untuk memperluas akses pasar. Program ini selaras dengan SDGs (1, 2, dan 8), mendukung Indikator Kinerja Utama (IKU) perguruan tinggi, Asta Cita, serta Rencana Induk Riset Nasional (RIRN) bidang ketahanan pangan. Target luaran berupa tersedianya pakan berkualitas, pupuk organik kemasan, kandang higienis dengan sistem penampungan urin, legalitas usaha, dan toko online. Dampak yang diharapkan adalah peningkatan produktivitas, pendapatan, serta kemandirian ekonomi peternak berbasis potensi lokal.
Green Economy Sirkular Limbah Kulit PKK Desa Jatirejoyoso, Kecamatan Kepanjen, Kabupaten Malang Sonalitha, Elta; Wediyantoro, Prilla; Setyawati, Dyah; Widayati, Sri
JAPI (Jurnal Akses Pengabdian Indonesia) Vol 10, No 3 (2025)
Publisher : Universitas Tribhuwana Tunggadewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/japi.v10i3.7603

Abstract

Limbah kulit yang dihasilkan dari beberapa industry kerajinan kulit di Desa Jatirejoyoso biasanya terbuang dan belum termanfaatkan optimal. Selain itu, berpotensi mencemari lingkungan, padahal limbah kulit yang dihasilkan masih memiliki karakteristik unik untuk diolah kembali. Pemberdayaan Kemitraan Masyarakat (PKM) Green Economy Sirkular Limbah Kulit dilaksanakan untuk meningkatkan keterampilan dan kemandirian ekonomi ibu-ibu PKK Desa Jatirejoyoso, Kecamatan Kepanjen, Kabupaten Malang, melalui pemanfaatan limbah kulitMelalui pendekatan ekonomi sirkular, limbah tersebut diolah kembali menjadi produk bernilai ekonomi yang mampu meningkatkan daya tarik estetika serta nilai jual produk. Beberapa produk yang sudah dihasilkan antara lain gantungan kunci, gantungan tas, dompet koin, hiasan dinding, lanyard nametag, label kulit, dan merchandise lainnya. Kegiatan Pemberdayaan meliputi sosialisasi, pelatihan intensif mulai dari teknik pemilihan bahan, teknik desain produk, teknik produksi, teknik emboss, teknik pengemasan, dan teknik pemasaran. Hasil program menunjukkan peningkatan signifikan dalam pengetahuan dan keterampilan peserta, khususnya pada tahap pembersihan bahan, pemotongan, desain, dan aplikasi emboss. Program pemberdayaan yang dilaksanakan sudah menunjukkan hasil dari sisi ekonomi, yaitu mitra PKK sudah mendapatkan pesanan, berproduksi dan menjual karya-karya nya. Ke depan, program ini berpotensi melahirkan unit usaha baru berbasis kerajinan limbah kulit sekaligus berkontribusi pada keberlanjutan lingkungan melalui penerapan prinsip ekonomi sirkular bagi ibu-ibu PKK Desa Jatirejoyoso, Kecamatan Kepanjen, Kabupaten Malang, yang tadinya tidak berkegiatan berpenghasilan menjadi berdaya secara ekonomis. 
Isolation and characterization of docosahexaenoic acid producing Thraustochytrids from mangrove ecosystem Humaidah, Nurlaili; Muslichatin, Wirdhatul; Setyawati, Dyah; Puspita, Niniek Fajar; Nakai, Satoshi; Purwasih, Sasanti Bhekti; Putri, Nurhalida Listiani
Konversi Vol 14, No 1 (2025): APRIL 2025
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/k.v14i1.22114

Abstract

Polyunsaturated Fatty Acids (PUFAs) are unsaturated fatty acids that include DHA fatty acids. The conventional source of DHA is derived from various species of fish in the form of fish oil. DHA content in fish oil is relatively low, ranging from 7-14%, which necessitates the use of large quantities of fish, potentially leading to overfishing. Alternative source of DHA can be obtained through the isolation of thraustochytrids. Thraustochytrids can produce relatively higher levels of DHA and does not require extensive land areas for cultivation. This study aims to identify applicable techniques for isolating and identifying Thraustochytrid strains local to mangrove areas in East Java, `to examine the growth and general fatty acid profile, and to identify the most effective methods for controlling contamination during Thraustochytrid growth. The isolation involved several steps, including sample preparation, isolation, pure culture development, and media control by adjusting pH and temperature. Visual observations were made using an inverted microscope to confirm the presence of Thraustochytrids followed by genetic analysis to identify the strain. The optimal growth was observed in L3P sample collected from brown mangrove leaves. The highest specific growth rate was 0.146 h-1 (L3P). DHA content was 172 mg/g from the dried cell weight biomass. The most effective method for isolation involved a pre-treatment step consisting of soaking the samples in pine pollen for 8-10 days. Thraustochytrid isolates were able to grow in media with a pH of 7 and at a temperature of 25°C.
The Influence of Brand Awareness and Engagement in Increasing MSME Consumer Loyalty Through TikTok Social Media in Malang City Putra Ramadhani Nurwijayanto; Dyah Setyawati; Restu Rahayu Bara; Via Amelia Putri; Elivia Destiana
Business Management Research Vol. 4 No. 2 (2025): July 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/bismar.v4i2.15934

Abstract

This study investigates the influence of brand awareness and brand engagement on increasing MSME consumer loyalty through TikTok social media in Malang City. In the digital era, brand awareness and brand engagement on social media, particularly TikTok, are crucial for the success of MSMEs. Consumer loyalty is a vital aspect of marketing strategy, significantly influenced by these factors. The research employed a multiple linear regression method to analyze the relationship between brand awareness (X1), brand engagement (X2), and consumer loyalty (Y). Data was collected from 100 respondents via online questionnaires distributed through Google Forms and analyzed using SPSS. The findings indicate a significant positive effect of brand awareness and brand engagement through social media on consumer loyalty towards MSMEs in Malang City. Based on these results, it is recommended that MSMEs continuously develop engaging and authentic content on TikTok, leveraging its creative features. Additionally, collaboration with local influencers is proposed as an effective strategy to enhance brand awareness, brand engagement, and ultimately, consumer loyalty to MSMEs' products or services.
GLOBAL VALUE CHAIN PARTICIPATION OF AN INDONESIAN MODEST FASHION SME’s: A CASE STUDY FROM MALANG Setyawati, Dyah; Sudarmiatin, Sudarmiatin; Pratikto, Heri
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.27727

Abstract

This study examines the participation of an Indonesian modest fashion SME in the global value chain. The research focuses on an Abaya-producing SME in Malang that has expanded its market to several international destinations. Data were collected through in-depth interviews, observation, and supporting documentation, and analyzed thematically. The findings show that the firm entered export markets gradually through digital platforms, exhibitions, and direct communication with overseas buyers. Its global value chain participation was strengthened by trust-based relationships, product adaptation, quality control, and continuous learning in export procedures. The study also finds that internationalization encouraged capability upgrading and created local economic benefits through the involvement of community-based workers. This case suggests that SME participation in global value chains can develop incrementally through adaptive learning, relational governance, and strong local production linkages. Keywords : Global Value Chain; Modest Fashion; SME Internationalization;Uppsala Model
Co-Authors A, Natasha Lia Agus Susilo, Eko Aju Tjatur Nugroho Krisnaningsih Akbar, Roby Nur Alamsyah, Dodik Aljanah, Syifa Arifuddin, Rahman Aryntika Cahyantini Audia, Syahva Cahya, Regina Heart Dwi Cahyantini, Aryntika Dewi Rakhmawati Diah Widiawati Diah Widiawati Diah Widiawati Elivia Destiana Elta Sonalitha F, Alpha Deepny Fatmasari Endayani Fatmasari Endayani Galih, Aditya Hadiani, Dimas Pratidina Puriastuti Heri Pratikto Isnuwardiati, Kurnia Jansen, Godelfridus Feneral Juhadi, Nandha Kurnia Isnuwardiati Leondro, Henny Lestari, Resanti Lilik Kustiani Lilik Kustiani Lilik Kustiani Muslichatin, Wirdhatul N, Nathania Salwa Nakai, Satoshi Naswan Suharsono Niniek Fajar Puspita, Niniek Fajar Njurumana, Naris Nurlaili Humaidah, Nurlaili Nurwijayanto, Putra Ramadhani Pangestu, Rian Putra Pranata, Yudi Wiliyam Primadani, Eka Intan Puji Handayati Purwasih, Sasanti Bhekti Puspasari, Ernita Dian Putra Ramadhani Nurwijayanto Putri, Nurhalida Listiani Qurrata, Vika Annisa Rahmawati, Brigitta Vera Rayid, Almer Resanti Lestari Restu Rahayu Bara Rio P, Bondhan Roby Nur Akbar Rozikin, Moch Nur Sambodo, Gunawan A Santi, Fitriana Shallya Yudha Tama Siswati, Aris Sri Widayati Subairi Subairi Sudarmiatin Via Amelia Putri Wediyantoro, Prilla Widiawati, Diah Yosanda Zata Aman