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All Journal Widya Cipta : Jurnal Sekretari dan Manajemen AFEBI Economic and Finance Review Applied Information System and Management JABE (Journal of Applied Business and Economic) Jurnal Inovasi Pendidikan Ekonomi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Applied Data Sciences Journal Economic and Strategy (JES) Al-Idzaah : Jurnal Dakwah dan Komunikasi Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Journal Of Human And Education (JAHE) LEBAH Innovative: Journal Of Social Science Research Lentera: Jurnal Ilmu Dakwah dan Komunikasi Nuansa: Jurnal Penelitian Ilmu Sosial dan Keagamaan Islam Optimum: Jurnal Ekonomi dan Pembangunan JURNAL DATA SAINS DAN TEKNOLOGI INFORMASI (DASTIS) Edumaspul: Jurnal Pendidikan Widya Cipta : Jurnal Sekretari dan Manajemen
Sri Mona Octafia
Universitas Perintis Indonesia
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Digital Transformation of Women-Owned MSMEs: Marketing Strategies to Adapt to The Dynamics of Consumer Behavior in The Digital Era Octafia, Sri Mona; Malik, Rio Andika; Widia, Elsa
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 9 No. 2 (2025): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v9i2.11521

Abstract

Women-owned MSMEs play a strategic role in the national economy. However, many women MSMEs do not yet have adequate digital capacity to respond to changes in consumer behavior that now rely on technology in making purchasing decisions. In addition, structural barriers such as limited access to technology and capital, as well as socio-cultural barriers such as gender stereotypes and double workloads, complicate the process of adopting digitalization. Although many studies discuss these challenges, there are still limited studies that specifically explore the digital marketing strategies implemented by women-owned MSMEs in response to the dynamics of consumer behavior, especially in the local context. This study aims to analyze the digital marketing strategies adopted by women-owned MSMEs in Padang City. The approach used is a mixed method with an explanatory sequential design, starting with a survey of 125 women MSMEs, followed by in-depth interviews. The findings of this study indicate a significant shift in consumer behavior in the digital era, emphasizing the importance of convenience and ease in purchasing decisions. Therefore, it is crucial for women-led MSMEs to understand these behavioral changes and master appropriate marketing strategies to thrive in this evolving market landscape.
BARBERFLOW: SISTEM MANAJEMEN ANTRIAN ADAPTIF BERBASIS WEB OPTIMASI LAYANAN BARBERSHOP Rio Andika Malik; Vicky Setia Gunawan; Sri Mona Octafia; Najwa Ramanda
JURNAL DATA SAINS DAN TEKNOLOGI INFORMASI (DASTIS) Vol. 3 No. 02 (2026): DASTIS - MEI 2026
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) Institut Teknologi Bisnis Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62003/8pmx2n48

Abstract

Barbershop di Kota Padang menghadapi tantangan dalam manajemen antrean pelanggan yang menyebabkan inefisiensi waktu tunggu fisik dan hilangnya potensi pendapatan (lost opportunity). Penelitian ini bertujuan merancang, mengimplementasikan, dan menguji BarberFlow, sebuah sistem manajemen antrean adaptif berbasis web dengan konsep Business-to-Business (B2B). Metode penelitian menggunakan pendekatan problem-first melalui observasi lapangan, wawancara mendalam, serta penyebaran kuesioner kepada 13 pemilik usaha dan 50 pelanggan. Sistem ini dikembangkan dengan arsitektur serverless memanfaatkan teknologi Google Apps Script (GAS) dan Cloud Spreadsheet sebagai pangkalan data. BarberFlow mengintegrasikan logika antrean First-In-First-Out (FIFO) dengan algoritma perhitungan durasi layanan kapster secara dinamis. Pengujian sistem dilakukan menggunakan metode Black Box Testing untuk validasi fungsional dan kuesioner Post-Study System Usability Questionnaire (PSSUQ) yang melibatkan 15 responden untuk menguji kelayakan sistem (usability). Hasil pengujian fungsional menunjukkan sinkronisasi data perubahan status antrean berjalan presisi tanpa adanya hambatan penundaan data (delay). Sementara itu, hasil evaluasi matriks PSSUQ menunjukkan tingkat penerimaan pengguna (user acceptance) yang sangat baik dengan perolehan skor rata-rata keseluruhan sebesar 4,55 dari skala 5,00 (tingkat kelayakan mencapai 91%). Nilai tersebut mencakup metrik System Usefulness (4,58), Information Quality (4,45), dan Interface Quality (4,62). Kesimpulannya, BarberFlow terbukti efektif mereduksi penumpukan pelanggan di lokasi gerai melalui fitur reservasi tanpa akun (zero-friction) berbasis QR Code, sekaligus menyediakan instrumen manajerial yang andal bagi pemilik usaha untuk mengoptimalkan operasional layanan harian secara berkelanjutan.
Co-Authors Delpa, Delpa Dina Hadia Dina Hadia Elsa Widia Elsa Widia Hadia, Dina Harleni, Harleni Hendra Lukito Indrayati, Sri Kurnia, Yosi Muzaki, M.Nabil Najwa Ramanda Rani Mukherjee Rida Rahim Rio Andika Malik Setia Gunawan, Vicky Suryani Suryani Syafrizal Syafrizal Vicky Setia Gunawan Vicky Setia Gunawan Vicky Setia Gunawan Werifmayeni, Annisa Weriframayeni, Annisa Wilda Laila