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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Community Empowerment
Helena Ni Gusti Ayu Putu Pusparini
Universitas Triatma Mulya
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PELATIHAN BRANDING PRODUK DAN DIGITALISASI MARKETING PADA UMKM DESA PERANCAK, JEMBRANA - BALI I Gusti Agung Sasih Gayatri; I Made Ignityas Prima Astuti; Komang Sudarsana; Ni Luh Ketut Dewi Aryasari; Donna Meilia Indirawati; Helena Ni Gusti Ayu Putu Pusparini
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 6, No 4 (2022): Desember
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v6i4.12143

Abstract

ABSTRAKDigitalisasiz marketingz sertaz brandingz produkz padaz setiapz kegiatanz yangz dilakukanz oleh UMKMz merupakanz halz yangz sangatz penting.z Pengalamanz ketikaz masaz pandemiz dapat dijadikanz tolakz ukurz dimanaz terjadiz peningkatanz kebutuhanz danz pemanfaatanz platformz e-learning, e-commerce,z literasiz digital,z permintaanz delivery,z danz kebutuhanz alat kesehatan/kebersihanz yangz dilakukanz secaraz daring.z Halz serupaz jugaz terjadiz padaz para pelakuz UMKMz diz Desaz Perancakz Kecamatanz Jembranaz Kabupatenz Jembrana.z Namun sayangnyaz terdapatz masalahz dimanaz sebagianz besarz dariz merekaz belumz memahami bagaimanaz caraz memasarkanz produknyaz secaraz online.z Sehinggaz tujuanz kegiatan pengabdianz kepadaz masyarakatz iniz adalahz memberikanz pengetahuan,z pemahamanz dan pelatihanz tentangz brandingz produkz danz digitalz marketingz bagiz pelakuz UMKMz diz Desa Perancakz Kecamatanz Jembranaz Kabupatenz Jembrana.z Metodez pelaksanaanz kegiatanz ini adalahz denganz memberikanz ceramahz penyuluhanz danz pelatihanz dimulaiz dariz pembuatan akunz mediaz sosialz e-commerce.z Denganz demikianz diharapkanz dapatz membantu meningkatkanz pemahaman,z pengetahuanz danz keterampilanz diz bidangz brandingz produkz dan digitalz marketing.z Hasilz kegiatanz pengabdianz kepadaz masyarakatz iniz adalahz paraz pelaku UMKMz mampuz menciptakanz merekz yangz sekiranyaz munculz dariz benakz merekaz sesuai produkz yangz dihasilkanz tanpaz melepaskanz kez ciriz khas-anz akanz wilayahz dimanaz mereka berasal.z Pesertaz UMKMz mampuz mengiterpretasikanz sebuahz namaz dalamz maknaz yang terwujudz dalamz produkz yangz disajikan. Kata kunci: branding produk; digitalisasi marketing; UMKM. ABSTRACTDigitalization of marketing and product branding in every activity carried out by MSMEs is very important. Experience during the pandemic can be used as a benchmark where there is an increase in the need for and utilization of e-learning platforms, e-commerce, digital literacy, delivery requests, and the need for medical/cleaning devices which are carried out online. The same thing happened to MSME actors in Perancak Village, Jembrana District, Jembrana Regency. But unfortunately there is a problem where most of them don't understand how to market their products online. So that the purpose of this community service activity is to provide knowledge, understanding and training on product branding and digital marketing for MSMEs in Perancak Village, Jembrana District, Jembrana Regency. The method of carrying out this activity is to provide counseling and training lectures starting from creating an e-commerce social media account. It is hoped that this will help improve understanding, knowledge and skills in the field of product branding and digital marketing. The result of this community service activity is that MSME actors are able to create brands that appear in their minds according to the products produced without giving up the characteristics of the region where they come from. MSME participants are able to interpret a name in the meaning embodied in the product presented. Keywords: product branding; marketing digitalization; MSMEs.
BRIDGING EMPLOYEE AGILITY AND FIRM PERFORMANCE: THE MEDIATING ROLE OF DYNAMIC CAPABILITY IN SME Surya Nugraha; Anak Agung Ratih Wijayanti; Helena Ni Gusti Ayu Putu Pusparini; Ni Made Ernila Junipisa
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 4 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i4.3223

Abstract

This study examines the impact of employee agility on firm performance mediated by dynamic capability in SMEs in Bali. It aims to clarify how individual adaptability translates into improved organizational outcomes through dynamic capabilities encompassing sensing, seizing, and resource reconfiguration. Using a quantitative method, data from 122 SME managers were analyzed via structural equation modelling with partial least squares to test relationships among employee agility, dynamic capability, and firm performance. Results reveal that employee agility directly enhances firm performance and significantly fosters dynamic capabilities, which in turn positively affect performance and partially mediate the agility-performance link. This research bridges the gap between micro-level employee agility and macro-level dynamic capability, offering novel empirical evidence on their combined role in sustaining competitive advantage in SMEs. The findings underscore the importance for SME leaders and policymakers to develop agile employees alongside dynamic capabilities to succeed in uncertain, resource-limited markets. The study advances the dynamic capabilities framework by identifying employee agility as a critical micro-foundation driving organizational performance, providing strategic insights for SMEs targeting resilience and sustainable growth amid market volatility.
MENGEMBANGKAN EMPLOYEE AGILITY PERAJIN TEMBIKAR DI DESA KAPAL, BADUNG, BALI Surya Nugraha; Anak Agung Ratih Wijayanti; Anak Agung Ketut Sriasih; Ni Nyoman Sri Rahayu Trisna Dewi; Helena Ni Gusti Ayu Putu Pusparini; Ni Made Ernila Junipisa
Journal of Community Empowerment Vol 4, No 2 (2025): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jce.v4i2.34398

Abstract

ABSTRAK                                                                                     Program pengabdian masyarakat dilaksanakan di Desa Kapal, Badung, Bali, untuk meningkatkan employee agility di antara 11 pengrajin tembikar lokal dari bulan Mei sampai dengan Agustus 2025. Kapal, yang dikenal dengan tembikar tradisionalnya yang digunakan dalam upacara keagamaan, menghadapi tantangan seperti menurunnya minat pada kerajinan tersebut, terutama di kalangan generasi muda, dan integrasi teknologi yang terbatas. Program ini bertujuan untuk meningkatkan kemampuan beradaptasi, proaktivitas, dan kolaborasi untuk memastikan keberlanjutan dan inovasi di pasar yang kompetitif. Menggunakan Participatory Action Research (PAR) pendekatan, pengrajin mengidentifikasi tantangan dan mengembangkan solusi bersama. Program ini melibatkan tiga fase: penilaian pra-tes awal, lokakarya pengembangan kapasitas tentang keterampilan teknis dan praktik bisnis, dan evaluasi pasca-tes. Lokakarya memperkenalkan alat ergonomis dan praktik bisnis modern untuk meningkatkan produktivitas dan mengurangi ketegangan fisik. Hasil menunjukkan peningkatan yang signifikan dalam antisipasi perubahan, kolaborasi, dan kemampuan beradaptasi. Para pengrajin menjadi lebih proaktif, kolaboratif, dan responsif terhadap permintaan pasar. Hasil ini menyoroti keberhasilan program dalam meningkatkan agility, empowering craftsmen to modernize their craft and improve marketability. Keberhasilan program ini menunjukkan bahwa inisiatif serupa dapat memberdayakan industri tradisional, mendorong keberlanjutan dan inovasi. Inisiatif ini merevitalisasi kerajinan dan memberikan model yang dapat diskalakan untuk meningkatkan agility di sektor artisanal lainnya menghadapi tantangan serupa.Kata kunci: karyawan; kelincahan; tembikar; pengrajin; masyarakat. ABSTRACTA community service program was implemented in Kapal Village, Badung, Bali, to improve employee agility among 11 local pottery craftsmen from May to August 2025. Kapal, known for its traditional pottery used in religious ceremonies, faces challenges such as declining interest in the craft, especially among younger generations, and limited technological integration. The program aimed to enhance adaptability, proactivity, and collaboration to ensure sustainability and innovation in a competitive market. Using a Participatory Action Research (PAR) approach, craftsmen identified challenges and co-developed solutions. The program involved three phases: an initial pre-test assessment, capacity-building workshops on technical skills and business practices, and a post-test evaluation. Workshops introduced ergonomic tools and modern business practices to improve productivity and reduce physical strain. Results showed significant improvements in anticipation of change, collaboration, and adaptability. The craftsmen became more proactive, collaborative, and responsive to market demands. These results highlight the success of the program in enhancing agility, empowering craftsmen to modernize their craft and improve marketability. The program’s success suggests that similar initiatives can empower traditional industries, fostering sustainability and innovation. This initiative revitalized the craft and provides a scalable model for enhancing agility in other artisanal sectors facing similar challenges. Keywords: employee; agility; pottery; craftsmen; community.
Co-Authors Anak Agung Ketut Sriasih Anak Agung Ratih Wijayanti Donna Meilia Indirawati I Gusti Agung Sasih Gayatri Komang Sudarsana Ni Luh Ketut Dewi Aryasari Ni Made Ernila Junipisa Ni Made Ernila Junipisa Ni Made Ignityas Prima Astuti Ni Nyoman Sri Rahayu Trisna Dewi Surya Nugraha Surya Nugraha