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All Journal J-MACC : Journal of Management and Accounting EKUITAS (Jurnal Ekonomi dan Keuangan) PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Cakrawala Ilmiah Jurnal Ekonomi, Bisnis dan Manajemen International Journal of Management and Business Economics Journal of Artificial Intelligence and Digital Business
Rahayu
Fakultas Ekonomi Universitas Islam Majapahit
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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FGD SEBAGAI MEDIA PEMBERDAYAAN MAHASISWA DALAM MENGIDENTIFIKASI PELUANG PENGEMBANGAN PRODUK PANGAN LOKAL PADA PROGRAM MBKM KEWIRAUSAHAAN ., Rahayu; Hernanik, Nova Dwi; Dwihandoko, Toto Heru; Bahri, Syaiful; Doloksaribu, Tio Arriela
PEDULI: Jurnal Ilmiah Pengabdian Pada Masyarakat Vol 10 No 1 (2026): In Progres
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/peduli.v10i1.796

Abstract

Program Merdeka Belajar Kampus Merdeka (MBKM) Kewirausahaan bertujuan meningkatkan kompetensi kewirausahaan mahasiswa melalui pengalaman belajar yang berbasis praktik. Namun, sebagian mahasiswa masih mengalami kesulitan dalam mengidentifikasi peluang usaha yang berasal dari potensi pangan lokal di lingkungan sekitarnya. Kegiatan pengabdian kepada masyarakat ini bertujuan memberdayakan mahasiswa peserta Program MBKM Kewirausahaan dalam mengidentifikasi peluang pengembangan produk pangan lokal melalui Focus Group Discussion (FGD). Kegiatan melibatkan 25 mahasiswa peserta MBKM Kewirausahaan dengan menggunakan pendekatan partisipatif. Pelaksanaan kegiatan dilakukan melalui tiga tahapan, yaitu persiapan, pelaksanaan FGD, dan evaluasi. Data diperoleh melalui hasil diskusi kelompok, lembar refleksi peserta, dan dokumentasi kegiatan, kemudian dianalisis secara deskriptif kualitatif. Hasil kegiatan menunjukkan bahwa peserta mampu mengidentifikasi berbagai potensi pangan lokal yang dapat dikembangkan menjadi produk bernilai tambah, seperti gembili, uwi, singkong, talas, jagung lokal, dan minuman herbal tradisional. Selain itu, peserta berhasil merumuskan berbagai ide bisnis inovatif serta strategi pengembangan usaha berbasis digital. Kegiatan FGD juga meningkatkan pemahaman peserta mengenai potensi pangan lokal, peluang kewirausahaan, dan tantangan pengembangan usaha. Dengan demikian, FGD terbukti efektif sebagai media pemberdayaan mahasiswa dalam mengembangkan wawasan kewirausahaan berbasis potensi pangan lokal.
Market-Driven Capabilities dan Competitive Advantage pada UMKM Pangan Lokal Kabupaten Jombang: Peran Inovasi dan Adopsi Teknologi Digital Rahayu Rahayu
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.10456

Abstract

This study aims to examine the effects of Market Sensing Capability, Customer Insight Capability, and Digital Marketing Capability on Competitive Advantage through the mediating role of Innovation Capability and the moderating role of Digital Technology Adoption among local food SMEs in Jombang Regency, Indonesia. A quantitative approach with an explanatory research design was employed. Data were collected through a survey of 200 owners and managers of local food SMEs selected using purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that Market Sensing Capability, Customer Insight Capability, and Digital Marketing Capability have positive and significant effects on Innovation Capability. Furthermore, Innovation Capability has a positive and significant effect on Competitive Advantage. In terms of direct effects, Customer Insight Capability significantly enhances Competitive Advantage, whereas Market Sensing Capability and Digital Marketing Capability do not show significant direct effects. The mediation analysis demonstrates that Innovation Capability significantly mediates the relationships between the three market-based capabilities and Competitive Advantage. However, Digital Technology Adoption does not significantly moderate the relationship between Innovation Capability and Competitive Advantage. These findings suggest that the competitive advantage of local food SMEs is driven more by their ability to understand customer needs and generate innovation than by market sensing or digital marketing activities alone. This study also provides practical implications by emphasizing that strengthening innovation capability and customer understanding should become strategic priorities for local food SMEs in achieving sustainable competitive advantage in an increasingly dynamic digital business environment.
Co-Authors Azimatul Khabibah Dea Vike Permata Sari Dwihandoko, Toto Heru Handoko, Toto Heru Dwi Hernanik, Nova Dwi kasnowo, kasnowo M. Adik Rudiyanto M. Syamsul Hidayat Moh. Syafiur Rosyidin Rini Armin Saifuddin Zuhri SYAIFUL BAHRI Tio Arriela Doloksaribu Toto Heru Dwihandoko Yahya