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All Journal SEIKO : Journal of Management & Business Jurnal Pengabdian kepada Masyarakat Jurnal Pengabdian Mandiri
Anggia Sekar Putri
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Efektivitas Digital Marketing di Era New Normal pada UMKM di Tanjungpinang Dwi Septi Haryani; Sri Langgeng Ratnasari; Selvi Fauzar; Anggia Sekar Putri
SEIKO : Journal of Management & Business Vol 4, No 1 (2021): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v4i3.2770

Abstract

Abstrak Covid-19, yang biasa disebut sebagai Coronavirus, telah menjadi pandemi karena ditularkan dengan sangat cepat di seluruh dunia. Situasi pandemi ini menyebabkan orang menerapkan pembatasan sosial. Dampak Covid-19 bersifat komprehensif bahkan bagi pelaku usaha UMKM. Penggunaan digital marketing merupakan salah satu solusi bagi UMKM yang sebagian besar mengalami kerugian akibat penurunan pendapatan yang signifikan. Penelitian ini bertujuan untuk mengetahui sejauh mana efektivitas digital marketingdalam membantu bisnis UMKM bertahan di new normal. Penelitian ini adalah penelitian metode campuran. Metode kuantitatif dimaksudkan untuk mengukur kekuatan iklan melalui model AIDA. Wawancara dengan 114 UMKM di Tanjungpinang dilakukan untuk memperkuat temuan kuantitatif tersebut. Hasil dari model AIDA menunjukkan bahwa digital marketing efektif dalam meningkatkan ketertarikan konsumen hingga mampu meyakinkan konsumen untuk membeli dengan rata-rata skor keseluruhan 4.01 yang menunjukkan hasil efektif. Selanjutnya hasil wawancara menunjukkan 78% pelaku UMKM merasakan dampak positif dari penggunaan digital marketing di era new normal. Kata Kunci : Covid-19, digital marketing, AIDA, SMEs Abstract Covid-19, commonly referred to as Coronavirus, has become a pandemic because it is transmitted very quickly worldwide. This pandemic situation was causing people to apply sosial restrictions. The impact of Covid-19 is comprehensive even to SMEs businesses. The use of digital marketing is one of the solutions for MSMEs that mostly suffer losses due to a significant decrease in income. This research aims to determine the extent of the effectiveness of digital marketing in helping MSMEs businesses survive in the new normal. This research is a mixed methods research. Quantitative method intended to measure an advertisement's strength through AIDA model. The interview with 114 MSMEs in Tanjungpinang was conducted to strengthen the quantitative finding. The results of the AIDA model show that digital marketing is effective in increasing consumer interest to be able to convince consumers to buy with an average overall score of 4.01 which shows effective results. Furthermore, the interview results showed that 78% of MSME players felt the positive impact of using digital marketing in the new normal era. Keywords : Covid-19, digital marketing, AIDA, SMEs
PENDAMPINGAN DALAM STRATEGI PEMASARAN PADA UMKM DI DESA KUALA SEMPANG Risnawati, Risnawati; Ginola Tri Shindy; Anggia Sekar Putri; Octaviani, Octaviani; Nanda Putri; Novitri Rahmawati; Salsabila, Salsabila; Risa Febriyatna
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 9: Februari 2025
Publisher : Bajang Institute

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Abstract

Marketing strategy is a measurable action intended to introduce company products to the wider community. A marketing strategy is a collection of business steps that have been combined at the level of product introduction to making consumers make purchases. The problem we encountered was related to marketing strategies that had not been implemented properly in Kuala Sempang Village. For this reason, we held "Marketing Strategy Assistance for MSMEs in Kuala Sempang Village". The method we used when researching was using the direct assistance method. The results of the survey we conducted showed a lack of understanding regarding MSME marketing strategies in Kuala Sempang Village. So, it can be concluded that this marketing strategy assistance is very important for business actors, because having a marketing strategy can increase the sales targets they want to achieve.
IMPLEMENTASI PACKAGING STRATEGY GUNA MENINGKATKAN DAYA SAING USAHA RENGGINANG BERBAHAN BAKU UBI DI DESA TOAPAYA UTARA Anggia Sekar Putri; Yuritanto, Yuritanto; Yusrizal, Yusrizal; Nanda Dewi Anggraeni; Ida Jernita Zendrato; Nanang Willy Prayogo; Rara Christya Marshanda; Ramadi, Ramadi; Rega Andira Pratama
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 9: Februari 2025
Publisher : Bajang Institute

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Abstract

The rengginang business made from cassava in TOAPAYA UTARA Village District is generally considered a medium, small and micro enterprise (MSME) which has weaknesses in terms of business management, especially strategic marketing management, this condition is relatively seen as an obstacle to business competitiveness. Packaging is the activity of designing and producing containers or wrappers as a product. The aim of a packaging strategy is to produce packaging that is attractive, easy to carry, safe, does not cause food contamination, and provides complete and adequate product information. Good packaging can increase sales of a product. This Community Service uses the coaching clinic method, which is a combination of three indicators (counseling, mentoring and evaluation). The result of this research is that the implementation of a packaging strategy can increase the competitiveness of product sales. Good packaging is a means of communication that helps increase sales. Over time, packaging has undergone an evolution in its function, from initially only aiming to protect a product, now having a broader function, one of which is branding or product identity. The best local products are produced, in this case rengginang which has the potential to be absorbed in the market. Packaging Strategy formulation is effective in terms of: choosing colors that are attractive and inviting attention, having distinctive characteristics, containing information about rengginang products made from sweet potatoes, providing comfort for consumers who see it, giving a more positive impression and providing relatively high emotional power, and implementing business management good by partners.
PENERAPAN STRATEGI PEMASARAN PADA UMKM DESA TELUK SASAH (STUDI KASUS PADA KUBE KENANGA) Anggia Sekar Putri; Yuritanto, Yuritanto; Yusrizal, Yusrizal; Alfi Hendri; Maryati, Maryati; Marsudi, Marsudi; Raja Hardiansyah
JURNAL PENGABDIAN MANDIRI Vol. 4 No. 7: Juli 2025
Publisher : Bajang Institute

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Abstract

Service activities through Discussions with MSMEs and Brand Identity Creation which were initiated by KKN students from STIE Pembangunan Tanjungpinang are one solution to increase the understanding of MSME actors regarding various marketing strategies that can be applied in their businesses. By providing a better understanding of modern marketing techniques, this program aims to help MSMEs identify and exploit existing market opportunities. Apart from that, this program also aims to build a network between MSME players who can support each other in business development. The targets for this program are members of Kube Kenaga, Teluk Sasah Village. Based on the observations made, this discussion activity was carried out well and was attended by 8 members of the kube ylang. Participants gave positive responses by actively conducting questions and answers to STIE Pembangunan Tanjungpinang students. Brand identity creation activities also received a good response from MSME players, because a consistent identity can increase customer confidence in the products offered.
Co-Authors Alfi Hendri Dwi Septi Haryani Ginola Tri Shindy Ida Jernita Zendrato Marsudi Marsudi Maryati Maryati Nanang Willy Prayogo Nanda Dewi Anggraeni Nanda Putri Novitri Rahmawati Octaviani Octaviani Raja Hardiansyah Ramadi Ramadi, Ramadi Rara Christya Marshanda Rega Andira Pratama Risa Febriyatna Risnawati Risnawati Salsabila, Salsabila Selvi Fauzar Sri Langgeng Ratnasari Yuritanto, Yuritanto Yusrizal Yusrizal