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All Journal Jurnal Teknik Industri Jurnal Keuangan dan Perbankan Trikonomika: Jurnal Ekonomi Indonesian Journal of Science and Technology Jurnal Ilmiah Econosains Format : Jurnal Imiah Teknik Informatika Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Jurnal Bisnis dan Manajemen NUSANTARA : Jurnal Ilmu Pengetahuan Sosial YUME : Journal of Management JURISMA: Jurnal Riset Bisnis & Manajemen Majalah Ilmiah UNIKOM Jurnal Ilmu Politik dan Komunikasi FIRM: Journal of Management Studies Didaktik : Jurnal Ilmiah PGSD STKIP Subang Indonesian Community Service and Empowerment Journal (IComSE) Jurnal Ekonomi Bisnis Dan Industri (EBI) Jurnal Sains Manajemen Journal of Economics, Management, Business And Accounting (JEMBA) Jurnal Administrasi Bisnis (J-Adbis) International Journal of Entrepreneurship & Technopreneur (INJETECH) International Journal of Research and Applied Technology (INJURATECH) DIVAGATRA - Jurnal Penelitian Mahasiswa Desain International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal Of World Science Jurnal Sains Informatika Terapan (JSIT) MATRIX : JURNAL MANAJEMEN TEKNOLOGI DAN INFORMATIKA Journal of Artificial Intelligence and Digital Business Jurnal Riset Hukum, Ekonomi Islam, ekonomi, Manajemen dan Akuntansi Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Manajemen Informatika, Sistem Informasi dan Teknologi Komputer (JUMISTIK) ASEAN Journal for Science and Engineering in Materials ASEAN Journal of Educational Research and Technology Jurnal Manajemen, Bisnis dan Kewirausahaan Integrated System and Management Technology Software Engineering in Computing Systems Jurnal Nasional Komputasi dan Teknologi Informasi Optimal: Jurnal Ekonomi dan Manajemen
Eddy Soeryanto Soegoto
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Komputer Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mechanical Engineering Neuroscience Social Sciences Other

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PEMANFAATAN WHATSAPP BUSINESS PADA UMKM DI INDONESIA: KAJIAN LITERATUR NARATIF Rizal Rachman; Eddy Soeryanto Soegoto; Tri Utomo Wiganarto
Jurnal Sains Manajemen Vol. 8 No. 2 (2026): Jurnal Sains Manajemen
Publisher : LPPM Universitas Adhirajasa Reswara Sanjaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51977/h4643d59

Abstract

WhatsApp Business has emerged as a prominent digital platform utilised by a significant proportion of micro, small, and medium-sized enterprises (MSMEs) in Indonesia. The elevated level of utilisation exhibited by this feature has yet to be fully complemented by its optimal exploitation. The objective of this study is to examine the utilisation of WhatsApp Business among UMKM, to identify the outcomes achieved, and to determine the obstacles encountered during the adoption process. The methodology employed in this study involved a narrative literature review of 16 articles published between 2021 and 2025. These articles were obtained from the Google Scholar database using the keywords "WhatsApp Business UMKM", "digital marketing UMKM", and "transformasi digital UMKM". The findings of the study are summarised in three key points. Firstly, it should be noted that the WhatsApp Business application, utilised by UMKM, is currently in its infancy and offers only a limited range of features, including manual messaging and a basic catalogue. Secondly, despite the platform not yet being fully utilised to its maximum potential, it has had a positive impact on the field of marketing, particularly in relation to UMKMs that have received marketing assistance. Thirdly, the issues encountered pertain to the limited digital literacy, inadequate internet access, and the absence of post-training support. This research indicates that the success of WhatsApp Business is contingent not only on the availability of infrastructure, but also on the readiness of human resources, the infrastructure itself, and the role of government in facilitating the digitalisation of SMEs.   WhatsApp Business menjadi salah satu platform digital yang banyak digunakan oleh pelaku usaha mikro, kecil, dan menengah (UMKM) di Indonesia. Tingginya tingkat penggunaan tersebut belum sepenuhnya diikuti dengan pemanfaatan fitur yang optimal. Penelitian ini bertujuan untuk mengkaji pola penggunaan WhatsApp Business pada UMKM, mengidentifikasi dampak yang dihasilkan, serta mengetahui kendala yang dihadapi dalam proses adopsinya. Metode yang digunakan adalah kajian literatur naratif terhadap 16 artikel yang dipublikasikan pada periode 2021–2025, yang diperoleh melalui database Google Scholar dengan kata kunci “WhatsApp Business UMKM”, “digital marketing UMKM”, dan “transformasi digital UMKM”. Hasil kajian menunjukkan tiga temuan utama. Pertama, penggunaan WhatsApp Business oleh UMKM masih terbatas pada fitur dasar, seperti pesan manual dan katalog sederhana. Kedua, meskipun pemanfaatannya belum maksimal, platform ini memberikan dampak positif terhadap komunikasi dengan pelanggan, efektivitas pemasaran, dan peningkatan penjualan, terutama pada UMKM yang mendapatkan pendampingan. Ketiga, kendala yang dihadapi meliputi rendahnya literasi digital, keterbatasan akses internet, serta kurangnya pendampingan setelah pelatihan. Penelitian ini menunjukkan bahwa keberhasilan penggunaan WhatsApp Business tidak hanya ditentukan oleh ketersediaan teknologi, tetapi juga dipengaruhi oleh kesiapan sumber daya manusia, dukungan infrastruktur, dan peran kebijakan pemerintah dalam mendorong digitalisasi UMKM.
Integrasi Design Thinking dan Strategi Kewirausahaan Pada Pengembangan Produk Eco-design Brand Lokal Pala Nusantara dalam Ekosistem Digital Lingga Puspita Handayani; Eddy Soeryanto Soegoto; Rahma Wahdiniwaty; Irfan Dwiguna Sumitra
DIVAGATRA - Jurnal Penelitian Mahasiswa Desain Vol 6 No 1 (2026): DIVAGATRA #11
Publisher : Fakultas Desain Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/divagatra.v6i1.18412

Abstract

Increased global awareness of environmental issues has prompted the creative industry, especially local brands, to transform their product strategies. This study examines the synergy between digital entrepreneurship strategies and the Design Thinking approach in creating sustainable product innovationsat the local brand Pala Nusantara. Using a descriptive qualitative method with a case study approach, this study analyzes observational data, indepth interviews with the founder of Pala Nusantara, and digital documentation. The results show that Pala Nusantara not only sells watches but also builds ecological and cultural narratives through: the application of Design Thinking centered on empathy for waste issues (coffee grounds and plastic), cross-sector collaboration strategies for material processing, and digital marketing based on Nusantara cultural storytelling. These findings confirm that the integration of Design Thinking into entrepreneurial strategies can create a unique value proposition that strengthens brand resilience amid digital market competition.
Implementasi Personal Branding dan Pemanfaatan Media Sosial Marketing sebagai Upaya Memperkuat Niat Berwirausaha Debora Siahaan; Eddy Soeryanto Soegoto; Rahma Wahdiniwaty
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10573

Abstract

The low level of entrepreneurial intention among students is often caused by a lack of self-confidence and professional credibility within the digital ecosystem. This study aims to analyze how the implementation of personal branding and the utilization of social media marketing can strengthen students' entrepreneurial intentions. The research method employed is a systematic narrative literature review of 20 scientific articles (80% international and 20% national) published within the last five years. Data were synthesized using the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Resource-Based View (RBV) frameworks. The research findings indicate that personal branding functions as an intangible asset that enhances students' self-efficacy, while social media marketing serves as a low-risk incubation space providing instantaneous market validation. The results of the analysis reveal a paradigm shift from product-based entrepreneurship toward identity-based (human-centric) entrepreneurship. The synergy between a strong self-image and the strategic use of digital platforms is proven to significantly increase students' perceived behavioral control in starting a business. The implications of this research emphasize the importance of higher education institutions integrating entrepreneurial curricula with digital branding strategies to equip students with professional legitimacy in the global market.
Pengaruh Literasi Digital Kewirausahaan terhadap Produktivitas UMKM Kuliner Perempuan di Kabupaten Bandung Fahmi Muhamad Mukhliansyah; Eddy Soeryanto Soegoto; Rahma Wahdiniwaty
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10604

Abstract

Amid the accelerating transformation of Industry 4.0, culinary micro, small, and medium enterprises (MSMEs) in Bandung Regency—predominantly run by women entrepreneurs—face critical challenges in converting technology adoption into real productivity gains. Although MSMEs contribute approximately 60% to the national GDP, gaps in digital literacy and gender-related sociocultural burdens often constrain operational efficiency and inclusive business growth. This study aims to synthesize evidence from the literature on the influence of entrepreneurial digital literacy on the productivity of women-led culinary MSMEs and to analyze the extent to which inclusive economic approaches through local government policies can optimize women’s roles within the digital ecosystem. The study employs a Systematic Literature Review (SLR) using the PRISMA protocol. Analysis was conducted on 35 selected documents, including accredited academic journals, Statistics Indonesia (BPS) reports, and government policy documents from the 2015–2025 period. Data synthesis was performed thematically based on the Gilster/Hague digital literacy framework, alongside a meta-descriptive analysis of productivity indicators. The findings indicate that digital literacy is positively correlated with increases in revenue (22–35%) and improvements in raw material efficiency (20%). However, disparities across literacy dimensions persist: functional skills are relatively high (3.83), while critical thinking and risk evaluation capabilities remain lower (3.43). Digital platform costs (approximately 30% commission fees) are identified as a major barrier to financial productivity.
Peran Content Creator dalam Pemanfaatan Media Sosial sebagai Strategi Pengembangan Usaha Mikro: Studi Kualitatif pada Jejaring Bisnis Lokal Zuli Priyanto; Eddy Soeryanto Soegoto; Nadia Putri Nabilah
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10606

Abstract

The development of digital technology has encouraged micro-enterprises to utilize social media as a marketing strategy. However, many micro-business actors still face limitations in producing attractive and effective digital content due to restricted resources and digital skills. This study aims to analyze the role of content creators in optimizing the use of social media as a strategy for micro-enterprise development within local business networks. A qualitative approach with a case study design was employed to obtain an in-depth understanding of collaboration practices between micro-enterprises and local content creators. Data were collected through observation of social media activities and documentation of promotional content on platforms such as Instagram and TikTok. The data were analyzed using thematic analysis to identify patterns related to content strategies, audience interaction, and resource constraints. The findings indicate that content creators play a strategic role as mediators who translate product values into engaging, authentic, and audience-oriented content. Their involvement contributes to increased audience engagement, wider market reach, and stronger trust in micro-enterprises. However, challenges such as limited human resources and inconsistent content management remain significant barriers. This study implies that collaboration with content creators can serve as an effective and adaptive digital marketing strategy for micro-enterprises, particularly within the context of local business networks.
Co-Authors Adam Mukharil Bachtiar Adani Ghina Puspita Sari Adhea Vinora Putri Agis Abdi Rafdhi Agis Abhi Rafdhi Agung Nugraha Agus Mulyana Agustin, Nada Delia Ahmad Budi Sulistioyuwono Airine Hananiah Akbar, Aldi Mohamad Albar, Chepi Nur Anggun Fergina Arif Rachmat Darmawan Asep Bayu Dani Nandiyanto Bachtiar, Adam Mukharil Bobi Kurniawan, Bobi Burhanuddin Burhanuddin Chepi Nur Albar Cindy Nuke Mardika Cut Dinda Sara Daniel Maruli Debora Siahaan Dedi Sulistiyo Soegoto Dian Dharmayanti Dicky Kurniawan Dina Oktafiani Dostnazar Ximmataliyev E Elfiyah Fadillah, Ismail Hudan Fahmi Muhamad Mukhliansyah Firmansyah Firmansyah Fitri Febriyanti Fristaloka, Gina Dwi Ganieva Nasiba Shukhrat Kizy Goh Kang Wen Hani Irmayanti Harun AS Hayati, Euis Neni Hayin Ananta Herdiansyah Pratama Ginanjar Herman Soegoto Hernalom Sitorus Herry Saputra Hewa Majeed Zangana Hidayat Hidayat Ilham Zaki Iluh Sri Purwani Imanuel Eko Anggun Sugiyono Ipan Ripai Irawan Afrianto Irfan Dwiguna Sumitra Irine Sofianty Juliana Karin Karina Nurhidayah Lia Warlina Linda Norhan Lingga Puspita Handayani Luckyardi, Senny Lukito Angga Prasakti Lusianto Lusianto M Mulyanto Makalalag, Sukiman Mari Maryati Maryati, Mari Maulana, Hanhan Mohamad Akbar, Aldi Mohd. Kamir Yusof Muhammad Ananta Hafidz Muhammad Habibi Putera Muhammad Helmi Muhammad Ikhlas Naufalsyah Ranau Muhammad Irfan N Adilah N H Kamil Nada Archy Dhafina Nadia Putri Nabilah Nadia Tahiyyah Alifia Natalia, Tri Widiati Nawawi, Muhamad Novia Aenu Rizqi Nurintang Nurintang Nurul Amelia Popon Dauni Puri Swastika Gusti Krisna Dewi Putera, Muhammad Habibi Raden Budi Setiawan Ragadhita, Risti Rahma Wahdiniwanty Rahma Wahdiniwaty Rahma Wahdiniwaty Rahmadani, Indri Kristanty Raka Pradana Kostarian Rania Febiananda Ria Anggraeni Rina Maryanti Rio Yunanto Riska Endah Septiani Rita Sari Puspita Rizal Rachman Rizky Jumansyah Rofi Fadilah Madani Saputra, Herry Senny Luckyardi Shinta Wanda Kusuma Modjo Soegoto, Dedi Sulistiyo Sri Erina Damayanti Sri Supatmi Sri Yuliawati Sufa Atin Sugilar, Audya Pridita Sumitra, Irfan Dwiguna Suryatno Wiganepdo Soegoto Sutisnawati, Yayah Theresia Valentina Lumban Gaol Tiara Salsabila Tomas Chochole Tri Utomo Wiganarto Tri Widianti Natalia Wellga Berlianti Zainal Arifin Hasibuan Zanjabil Zulkarnain Zuli Priyanto zulkifli, ridwan