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All Journal Journal of Economic, Bussines and Accounting (COSTING) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan
Miftahul Jannah
Universitas Trunojoyo Madura
Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Program pengabdian kepada masyarakat nasional: pelatihan digital marketing dan digitalisasi akuntansi bagi UMKM di pulau Madura Raya Sulistyowati; Dian Anita Nuswantara; Apriana H.J. Fanggidae; Paulina Yuritha Amtiran; Ronald P.C. Fanggidae; Aprilina Susandini; Miftahul Jannah; Ruben M. Nayve Jr; Marisa Intan Prawesti; Danis Maulia
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 8, No 3 (2024): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v8i3.25935

Abstract

AbstrakDalam era digital, banyak UMKM yang kesulitan beradaptasi dengan teknologi digital, terutama dalam hal pemasaran dan pengelolaan keuangan. Penelitian ini membahas tentang upaya peningkatan keterampilan UMKM di Madura melalui Program Pengabdian Masyarakat Nasional yang fokus pada pelatihan digital marketing dan digitalisasi akuntansi. Pelatihan ini bertujuan untuk membekali UMKM dengan keterampilan dan pengetahuan yang dibutuhkan untuk bersaing di era digital, termasuk strategi pemasaran digital dan penggunaan software akuntansi untuk meningkatkan efisiensi operasional. Metode yang digunakan dalam pelatihan ini adalah identifikasi masalah, persiapan dan koordinasi, serta pelaksanaan kegiatan. Program ini dilaksanakan melalui kolaborasi antara Universitas Nusa Cendana, Universitas Negeri Surabaya, dan Universitas Trunojoyo Madura. Hasilnya menunjukkan peningkatan pemahaman dan keterampilan digital para pelaku UMKM yang signifikan, sehingga diharapkan dapat memperluas jangkauan pasar dan meningkatkan daya saing UMKM di Pulau Madura. Penelitian ini juga mengidentifikasi tantangan dan peluang dalam implementasi program, memberikan rekomendasi strategis untuk meningkatkan dampaknya, dan berpotensi menjadi model bagi program serupa di daerah lain. Kata kunci : pemasaran digital; digitalisasi akuntansi; pengabdian kepada masyarakat; UMKM AbstractThis research discusses efforts to improve the skills of MSMEs in Madura through the National Community Service Program which focuses on digital marketing training and accounting digitalization. This training aims to equip MSMEs with the skills and knowledge needed to compete in the digital era, including digital marketing strategies and the use of accounting software to improve operational efficiency. This program is carried out through a collaboration between Universitas Nusa Cendana, Universitas Negeri Surabaya, and Universitas Trunojoyo Madura. The results show a significant increase in the understanding and digital skills of MSME actors, so it is expected to expand market reach and increase the competitiveness of MSMEs on Madura Island. The study also identifies challenges and opportunities in program implementation, provides strategic recommendations to increase their impact, and has the potential to serve as a model for similar programs in other regions. Keywords: community service; digital marketing; digitalization of accounting; MSMEs
PENGARUH ENTREPRENEURIAL MARKETING TERHADAP KINERJA UMKM DENGAN PENGGUNAAN PEMASARAN MEDIA SOSIAL SEBAGAI MEDIASI Suci Wulandari; Miftahul Jannah; Zainiyatul Afifah
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/k0qypg60

Abstract

This study aims to determine the effect of entrepreneurial marketing on the performance of MSMEs with the use of social media marketing as a mediating variable. The research method employed is a quantitative approach. The data used consist of both primary and secondary sources. The sample in this study comprises 100 respondents, selected using probability sampling with a simple random sampling technique. The respondent characteristics include MSMEs that have been established for more than one year, MSMEs engaged in trade, manufacturing, and services, and MSMEs actively using social media located in Bangkalan Regency. Data collection was carried out through observation, interviews, and questionnaire distribution, and the data were processed using SmartPLS version 4. The results of the study indicate that entrepreneurial marketing influences MSME performance through social media marketing as a mediating variable. Furthermore, the path coefficient analysis shows that social media marketing plays a significant mediating role in the relationship between entrepreneurial marketing and MSME performance.
Co-Authors Afifah, Zainiyatul aprilina susandini Danis Maulia Dian Anita Nuswantara Fanggidae, Apriana H.J. Marisa Intan Prawesti Raya Sulistyowati Ronald P.C. Fanggidae Ruben M. Nayve Jr Suci Wulandari