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All Journal Jurnal Manajemen JURNAL MANAJEMEN Almana : Jurnal Manajemen dan Bisnis Jurnal Ilmiah Manajemen dan Bisnis BENING Jurnal Pencerahan Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Satyagraha Jurnal Disrupsi Bisnis Jurnal Penkomi : Kajian Pendidikan dan Ekonomi Jurnal Ilmiah Manajemen dan Kewirausahaan Jurnal Ekonomi dan Bisnis Jurnal Pengabdian Pada Masyarakat Sharing: Journal Of Islamic Economics, Management And Business IRA Jurnal Pengabdian Kepada Masyarakat Jurnal Akselerasi Merdeka Belajar dalam Pengabdian Orientasi Masyarakat (Jurnal AMPOEN) Baashima: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen EduImpact: Jurnal Pengabdian dan Inovasi Masyarakat JPEMAS: Jurnal Pengabdian Kepada Masyarakat LANCAH Jurnal Inovasi dan Tren Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat Journal of Economics, Management and Accounting (JEMA) Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Manajemen Dan Kewirausahaan
Ita Purnama, Ita
Universitas Ahmad Dahlan, Yogyakarta
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Public Health Social Sciences Other

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Pendampingan Strategi Pemasaran Digital untuk UMKM Salsa Brownies Purnama, Ita; Sarina, Sarina; Dwiyanti, Rosa
IRA Jurnal Pengabdian Kepada Masyarakat (IRAJPKM) Vol 3 No 2 (2025): Agustus
Publisher : CV. IRA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56862/irajpkm.v3i2.225

Abstract

This mentoring aims to increase turnover and expand the market share of Salsa Brownies MSMEs in Bima City and District by leveraging digital technology, particularly social media, which has not been utilised previously. The research method involved four stages of mentoring. The first stage involved surveying MSME locations. The second stage entailed socialising with MSMEs. The third stage assisted in creating Instagram and Facebook social media accounts at MSME locations. The fourth stage was an evaluation of the programme that had been carried out. The results of the assistance showed an increase in the understanding and skills of MSME owners in using social media for promotion. Previously, Salsa Brownies MSMEs relied solely on conventional promotions, but after the training, they began to upload products and interact with potential buyers more actively. This success not only increases the digital capacity of MSMEs but also opens up opportunities to reach a broader market, increase brand awareness, and contribute to local economic growth.
OPTIMALISASI PENGGUNAAN MEDIA SOSIAL SEBAGAI SARANA PROMOSI ONLINE PADA UMKM BAKSO 35 AMBALAWI PADA UMKM BAKSO 35 AMBALAWI Hasanah, Uswatul; Nadilah; Purnama, Ita
EduImpact: Jurnal Pengabdian dan Inovasi Masyarakat Vol. 2 No. 2 (2025): EduImpact: Jurnal Pengabdian dan Inovasi Masyarakat
Publisher : Cipta Pustaka Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63324/eipm.2v.2i.96

Abstract

Perkembangan teknologi informasi dan komunikasi memberikan peluang besar bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk meningkatkan pemasaran produk melalui media sosial. Penelitian ini bertujuan mengoptimalkan penggunaan media sosial sebagai sarana promosi daring pada UMKM Bakso 35 Ambalawi guna meningkatkan brand awareness dan penjualan. Metode yang digunakan adalah studi kasus dengan pendekatan kualitatif dan kuantitatif, melibatkan analisis konten media sosial serta survei terhadap konsumen dan pelaku UMKM. Hasil penelitian menunjukkan bahwa dengan strategi konten yang tepat, pemanfaatan fitur media sosial seperti Instagram dan WhatsApp dapat meningkatkan interaksi dengan pelanggan dan memperluas jangkauan pasar. Optimalisasi ini berkontribusi signifikan terhadap peningkatan penjualan dan loyalitas konsumen. Oleh karena itu, UMKM Bakso 35 Ambalawi disarankan terus mengembangkan konten kreatif dan memanfaatkan fitur digital secara maksimal sebagai bagian dari strategi pemasaran daring.
PENDAMPINGAN DIGITAL MARKETING PADA UMKM SALOME MBAK NIA SEBAGAI PENUNJANG KEGIATAN PROMOSI DAN PEMASARAN Purnama, Ita; Tusholinah, Rizka; Fauzan
EduImpact: Jurnal Pengabdian dan Inovasi Masyarakat Vol. 2 No. 2 (2025): EduImpact: Jurnal Pengabdian dan Inovasi Masyarakat
Publisher : Cipta Pustaka Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63324/eipm.2v.2i.97

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) perlu beradaptasi dengan era digitalisasi untuk menghadapi persaingan pasar yang semakin ketat sekaligus memperluas jangkauan pemasaran. Pemanfaatan platform digital telah menjadi strategi pemasaran yang krusial untuk promosi dan distribusi produk. UMKM Salome Mbak Nia di Kelurahan Penaraga, Kota Bima, yang telah beroperasi selama 20 tahun, menghadapi kendala dalam memasarkan produknya karena kurangnya pengetahuan tentang pemasaran digital. Sebelumnya, pemasaran hanya dilakukan secara word of mouth (WOM) yang memiliki jangkauan pasar terbatas. Oleh karena itu, diperlukan pendampingan pemasaran digital untuk meningkatkan pemahaman dan kemampuan pemilik usaha dalam memanfaatkan teknologi digital. Metode pendampingan ini mencakup tiga tahap, yaitu survei, sosialisasi, dan pendampingan pembuatan akun media sosial. Tahap survei dilakukan pada 24 April 2024 melalui wawancara mendalam dengan pemilik usaha untuk menggali permasalahan yang dihadapi. Tahap sosialisasi pemasaran digital (digital marketing) dilaksanakan pada 26 April 2024 dengan tujuan memberikan edukasi mengenai pentingnya branding dan strategi pembuatan konten yang menarik di media sosial. Tahap terakhir, pada 27 April 2024, adalah pendampingan pembuatan akun Instagram sebagai platform utama pemasaran digital, mengingat kemudahan operasional dan potensi jangkauannya. Diharapkan, melalui pendampingan ini, UMKM Salome Mbak Nia dapat memperluas jangkauan pemasaran produknya, dikenal lebih luas oleh masyarakat, membangun citra merek yang positif, serta meningkatkan interaksi dengan konsumen.
Pengembangan Kedai Kopinggir dengan Mengoptimalkan Promosi Melalui Media Digital Purnama, Ita; Roja, Syrilus Alexander Alvaro; Lanang, Alief Sofyan
Indonesia Berdampak: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 2 (2025): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/yh68pp23

Abstract

Digital transformation has significantly changed the culinary business landscape, especially for small businesses such as coffee shops. This study aims to develop a digital promotion strategy for Kedai Kopinggir, located in Bima City. The research uses a descriptive qualitative approach with data collection techniques including observation, interviews, documentation, and literature review. The findings reveal that although Kedai Kopinggir has utilized social media platforms such as Instagram and TikTok, its promotional content is still not optimal in terms of introducing its products in detail and reaching a broader audience. Based on the SWOT analysis, recommended strategies include creating a regular content calendar, using language that suits the target market, maximizing social media features, and collaborating with local influencers. With a focused strategy, digitalization is expected to enhance brand awareness and increase the competitiveness of Kedai Kopinggir in the local coffee shop market.
Pelatihan  dan Pendampingan Digital Marketing bagi Pelaku UMKM Abon Tongkol Dapur Bugis Purnama, Ita; Fikri, Muhamad Rizalul; Muhaimin, Muhaimin
Indonesia Berdampak: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 2 (2025): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/zer9d950

Abstract

The global advancement of technology and the internet has created vast opportunities in the business world, particularly in the digital marketing sector. The MSME "Dapur Bugis," which specializes in the production of tuna floss (abon tongkol), holds great potential for growth through the utilization of social media, especially Instagram. However, limited knowledge and digital skills remain the main obstacles in enhancing competitiveness and increasing sales revenue. This study aims to identify the problems faced by Dapur Bugis and offer solutions through digital marketing training and mentoring. The methods used include observation, interviews, needs analysis, and implementation of training. The results indicate that MSME actors improved their abilities in managing visual content, utilizing social media, and conducting effective digital promotion. Digital marketing strategies have proven effective in expanding market reach, building product branding, and positively impacting sales performance. Therefore, ongoing digital marketing training and improved digital literacy are strategic steps in strengthening MSME competitiveness in the digital era.
PENGARUH CELEBRITY ENDORSER, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW (STUDI PADA KONSUMEN DI KOTA BIMA) Putri Kusuma Astuti, Ika; Purnama, Ita
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 2 No. 3 (2023): September : Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v3i3.1952

Abstract

Abstrak : Dunia bisnis pada masa sekarang ini terus mengalami perkembangan yang begitu pesat, semakin banyak perusahaan-perusahaan berdiri dengan menghasilkan produk yang sama. Berdasarkan hal ini timbul persaingan antar perusahaan, dan saling menunjukkan keunggulan masing-masing. Salah satu bisnis yang paling diminati zaman ini adalah bisnis produk skincare. Hal ini dikarenakan tersedianya peluang untuk mendapatkan market share disektor bisnis produk skincare di Indonesia. Salah satunya yaitu produk dengan merek Ms Glow. Penelitian ini bertujuan untuk mengetahui pengaruh antara celebrity endorser, harga, dan kualitas produk terhadap keputusan pembelian produk Ms Glow. Dimana dalam penelitian ini menggunakan penelitian asosiatif untuk mencari pengaruh Celebrity Endorser (X1), Harga (X2), Kualitas Produk (X3) dan keputusan pembelian (Y) dengan jumlah populasi tidak diketahui pasti jumlahnya dan menggunakan teknik Purposive sampling. Sampling untuk pengambilan data sampel sebanyak 96 responden. Instrumen penelitian menggunakan skala likert dengan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, analisis koefisien korelasi (R), analisis koefisien determinasi (R2), uji t dan uji f. Hasil penelitian menunjukan yaitu 1) Tidak terdapat pengaruh Celebrity Endorser terhadap keputusan pembelian pada Ms Glow nilai hitung sebesar -0,190, 2) Tidak terdapat pengaruh Harga terhadap keputusan pembelian pada Ms Glow nilai hitung sebesar 1,002, 3) Terdapat pengaruh Kualitas Produk terhadap Keputusan pembelian pada Ms Glow nilai hitung sebesar 5,223, 4) Terdapat pengaruh secara signifkan Celebrity Endorser, Harga dan kualitas Produk terhadap Keputusan Pembelian Produk Ms Glow sehingga diperoleh nilai f hitung sebesar 35,925. Kata Kunci: Celebrity Endorser, Harga, Kualitas Produk, Keputusan Pembelian
Optimalisasi Branding Produk Melalui Inovasi Kemasan Pada UMKM Kerupuk Ibu Ramlah Desa Rabakodo Kabupaten Bima Purnama, Ita; Nurhaliza, Ana; Mutmainah, Mutmainah
Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 02 (2025): Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat
Publisher : CV. Devi Tara Innovations

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to optimize the product branding strategy of Kerupuk Ibu Ramlah UMKM through packaging innovation. In the context of tight market competition and the important role of UMKM in the Indonesian economy, effective branding is the key to competitiveness. Packaging innovation not only functions as a product protector, but also as a visual communication media to attract consumer interest. This study uses direct survey methods, interviews, and an implementation approach that includes the preparation, implementation, and evaluation stages. The results of the study showed a significant increase in consumer interest, product durability, and sales profit after the implementation of new packaging. These findings prove that packaging innovation is an effective branding strategy to improve the competitiveness and image of UMKM products. This study is expected to be a practical reference for other UMKM in developing branding strategies based on innovative packaging. 
Pengembangan Inovasi Kemasan Produk UMKM Tarekli Khas Salama Kota Bima Purnama, Ita; Putri, Nurkaidah; Safitri, Juhana
Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 02 (2025): Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat
Publisher : CV. Devi Tara Innovations

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The COVID-19 pandemic has driven many businesses to innovate, particularly in product branding and packaging to remain competitive in the digital era. This community service project aimed to empower local SMEs in Salama, Kota Bima, with a focus on the traditional snack "Tarekli", which lacked attractive packaging and product variation. The objectives of the program were to increase product appeal and marketability through innovative packaging design and flavor development. The methods used included direct observation, surveys, and interviews with local Tarekli producers. The program was carried out in three stages: preparation, implementation, and evaluation. During the preparation stage, suitable packaging themes and flavor concepts were discussed. In the implementation phase, customized packaging was designed collaboratively with the SMEs, considering cost, aesthetics, and practicality. The evaluation stage involved revisiting the SMEs to assess the effectiveness and sustainability of the new product packaging and variations. The results indicated increased customer interest and a positive response from local markets, showing that aesthetic packaging and diverse flavors significantly enhance the competitiveness of traditional products. This project highlights the importance of packaging innovation and product development as strategic tools in supporting local economic empowerment.
Pengembangan UMKM Desa Rabakodo: Studi Peluang dan Strategi Usaha Pisang Kembung Goreng Purnama, Ita; Windari, Kurnia Wardani; Fadyah, Fadyah
Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 02 (2025): Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat
Publisher : CV. Devi Tara Innovations

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Micro, Small, and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, including in the Bima region. This study analyzes opportunities and strategies for the development of Fried Puffy Banana MSMEs in Rabakodo Village through community service activities in the form of training, observation, and business assistance. The results show that there is an increase in product competitiveness through flavor variant innovation, market expansion through digital promotion, and strengthening partnerships with local farmers. This strategy succeeded in increasing production volume by 25% in three months. This study shows the importance of local collaboration in encouraging the sustainability of MSMEs based on village potential.
Pemanfaatan Media Sosial sebagai Strategi Pengembangan Usaha Pabrik Tahu di Kelurahan Oimbo, Kota Bima Purnama, Ita; Khairunnisa, Khairunnisa; Oktavia, Fayzha
Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 02 (2025): Marsipature Hutanabe: Jurnal Pengabdian Kepada Masyarakat
Publisher : CV. Devi Tara Innovations

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

. Sardin's tofu factory in Oimbo Village, Bima City, is a micro business that still relies on conventional marketing methods, so it has limited market reach. This study aims to analyze the potential of social media as a promotional strategy to expand the market and increase business competitiveness. The methods used included field observation, training on the use of WhatsApp, Facebook, and Instagram platforms, and qualitative evaluation before and after the intervention. The results showed an increase in digital exposure, with the addition of 85 new followers and an increase in customer interaction through direct messaging. Although it has not had a significant impact on sales, business owners are beginning to understand the importance of digital marketing. The main challenge lies in low digital literacy and technological limitations. In conclusion, continuous assistance and digital strategies that are tailored to the characteristics of business actors can be solutions for developing locally-based MSMEs.
Co-Authors -, Julaiha - AA Sudharmawan, AA Abdul Qadir Jailani, Abdul Qadir Afrianingsih, Nur Ahmad Ahmad Ajhari, Ana Amirulmukminin, Amirulmukminin Araffah, M. Riszky Arlin, Wulan Awalia, Shafira Damayanti , Risma Datun Nisa, Femi Sayid Dwiyanti, Rosa Fadyah, Fadyah Fatihitul Mihrad Fauzan Fikri, Muhamad Rizalul Fitri Widya Ningsih, Fitri Widya Fitriani, Fani Gusmawarni Haryanti, Intisari Humaira, Putri Ilham Ilham Insan, Anti Febi Ir Saputri Irwana, Irwana Julianti, Mihra Khairunnisa Khairunnisa Lanang, Alief Sofyan Mantika, Yuni Miftahul Jannah Molita, Molita Muhaimin Muhaimin Muhajirin, Muhajirin Mulyadin Mutmainah Mutmainah Nadilah Nafisah Nurulrahmatiah nurainiah, indah Nurhaliza, Ana Nurul Fadhilah Nurul Hikmah Oktavia, Fayzha Pasha, Naurah Islami Pratama, Adhi Nurrahman Purnamasari, Ita Tri Putri Kusuma Astuti, Ika Putri, Nurkaidah Putri, Nurul Putri, Sulas Ade Rahhima, Rahhima Roja, Syrilus Alexander Alvaro Safitri, Juhana Sarina Sarina Sayekti, Rina Sayid, Femy Shainalli, Ashabili Sri Ernawati Sugeng Sugeng Sukodoyo Sumbawati, Novi Kadewi Tusholinah, Rizka Uswatul Hasanah, Uswatul Waluyo Waluyo Widiyono, Widiyono Windari, Kurnia Wardani WULANDARI Yuliana Yuliana Yusham, Muhammad Fitrah Zuhdi, M.Afan