Article Per Year (5 Year)
p-Index From 2021 - 2026
1.896
P-Index
This Author published in this journals
All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Manajemen Strategi dan Aplikasi Bisnis Aliansi : Jurnal Manajemen dan Bisnis Maslahah: Jurnal Pengabdian Masyarakat Jurnal PKM Manajemen Bisnis Jurnal Peradaban Masyarakat (JPM) Transformasi: Journal of Economics and Business Management Jurnal REKOMEN (Riset Ekonomi Manajemen) DFAME Digital Financial Accounting Management Economics Journal Journal of Bussines Management Basic Journal of Management Proceedings National Conference Sisi Indonesia
Dewi Puspasari
STIE Wibawa Karta Raharja, Purwakarta, Indonesia
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 12 Documents
Search

 1   2 
Kapabilitas Manajemen Pengetahuan dan Orientasi Kewirausahaan dalam Mendorong Inovasi UMKM Tri Hadi Sulistyanto; Dewi Puspasari; Indri Putri Utami; Nur Izzati; Budhi Supriyadi
Proceedings National Conference Sinesia Vol. 1 No. 2 (2025): Accelerating SDGs Implementation in Indonesia towards a Golden Indonesia 2045
Publisher : Yayasan Penelitian dan Pengabdian Masyarakat Sisi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69836/ncrcs-sinesia.v1i2.105

Abstract

Penelitian ini bertujuan menganalisis pengaruh digital capability (DC), entrepreneurial orientation (EO), dan learning culture (LC) terhadap innovation performance (IP) UMKM di Kota Bekasi, dengan knowledge management capability (KMC) sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 252 UMKM yang dipilih menggunakan rumus Slovin dari populasi 681 UMKM. Pengumpulan data dilakukan dengan kuesioner menggunakan indikator terukur pada masing-masing variabel. Analisis data menggunakan PLS-SEM mencakup uji validitas, reliabilitas, diskriminan, multikolinearitas, serta pengujian hipotesis dan mediasi. Hasil penelitian menunjukkan bahwa DC, EO, dan LC berpengaruh positif signifikan terhadap IP, baik secara langsung maupun melalui KMC. Selanjutnya KMC terbukti menjadi mekanisme penting yang memperkuat hubungan antara DC dan LC dengan IP, sementara EO memiliki pengaruh langsung paling kuat terhadap IP. Temuan ini menegaskan bahwa penguatan kapabilitas digital, orientasi kewirausahaan, budaya pembelajaran, serta pengelolaan pengetahuan merupakan faktor strategis dalam meningkatkan kinerja inovasi UMKM di era digital. Penelitian ini memberikan kontribusi teoretis dalam pengembangan model integratif inovasi UMKM serta rekomendasi praktis bagi UMKM dan pemerintah daerah untuk memperkuat kesiapan digital dan sistem manajemen pengetahuan guna meningkatkan daya saing.
Analycis of Promotion Strategy at UMKM Kicimpring Yanma Cikondang Ganeas Puspasari, Dewi; Aryanti, Ai; Pajrin, Salma Sopariatul; Rahmawati, Wati
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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

Abstract

This study aims to assess the marketing tactics utilized by UMKM Kicimpring Yanma Cikondang in promoting and expanding the market reach of its traditional snack products. A qualitative descriptive approach was used to collect data through interviews, observations, and documents involving the owner and marketing team. The findings show that the business heavily relies on digital marketing through Instagram, TikTok, Facebook, WhatsApp, and e-commerce platforms, enhanced by word-of-mouth, which remains highly influential in influencing purchasing decisions. Additional promotional activities include sales promotion strategies such as the “Friday Blessing” sale, participation in UMKM expos, collaborations with influencers, and product sampling events. Packaging and customer feedback play a crucial role in improving brand perception and attracting customers. In spite of its marketing efforts, the UMKM faces multiple challenges, including a lack of funds for paid promotions, inconsistent product sales that require consignment strategies, and the incomplete utilization of educational resources in digital marketing. Customer responses to the ongoing promotional activities are largely positive, as indicated by increased sales and repeat purchases. To enhance future marketing results, the company intends to optimize creative content creation, leverage trending phenomena on TikTok, and boost participation in UMKM events and seasonal market campaigns. Overall, the implemented promotional tactics have contributed to increasing product visibility and attracting consumers, but further improvements are required to maximize competitiveness.
Co-Authors Aryanti, Ai Aryati, Nurul Dewi Budhi Supriyadi Dini Fitriani Djunaedi Rusli, Yus Herdianie, Revalina Indri Putri Utami Ismali, Dicky Taopik Ismali Juli Handayani Nur Izzati Nurwisda, Delaga Pajrin, Salma Sopariatul Pamungkas, Eko Wiji Purnamasari, Melan Susanty Putri Mulyani, Indah Rahmawati, Wati Rhiswandi, Rhandi Sukemi Sukemi Syafi'ah Tri Hadi Sulistyanto Werdiasih, Rustina Dewi Yus Djunaedi Rusli