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All Journal International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Outline Journal of Economic Studies Jurnal Pemberdayaan Kepada Masyarakat
Sugito
Universitas Medan Area
Humanities Economics, Econometrics & Finance Energy Social Sciences Other

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Peningkatan Kapasitas Pemasaran Digital bagi UMKM Produk Lokal di Desa Tanjung Rejo Aryani Sairun; Sugito
Battuta-Jurnal Pemberdayaan Masyarakat Vol 2 No 2 (2025): Edisi Mei
Publisher : LPPM Universitas Battuta

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

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan pilar utama dalam perekonomian desa yang berkontribusi pada pertumbuhan ekonomi lokal. Namun, banyak pelaku UMKM di Desa Tanjung Rejo masih mengalami keterbatasan dalam memanfaatkan pemasaran digital sebagai sarana promosi dan perluasan pasar. Penelitian ini bertujuan untuk meningkatkan kapasitas pemasaran digital bagi UMKM lokal melalui pelatihan dan pendampingan yang terstruktur. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan strategi studi kasus, yang mencakup empat tahapan kegiatan: persiapan, pelaksanaan, pendampingan, dan evaluasi. Hasil penelitian menunjukkan bahwa pelatihan berbasis praktik dan pendampingan intensif mampu meningkatkan keterampilan pelaku UMKM dalam menggunakan media sosial, marketplace, dan teknik promosi digital secara efektif. Setelah intervensi, terjadi peningkatan signifikan dalam hal jumlah UMKM yang aktif di platform digital, kualitas konten promosi, dan jangkauan pasar. Penelitian ini menyimpulkan bahwa peningkatan kapasitas pemasaran digital yang tepat guna dapat memperkuat daya saing produk lokal dan mendorong kemandirian ekonomi desa.
DIGITAL MARKETING TRAINING TO INCREASE INDUSTRIAL SALES IN MARINDAL VILLAGE Sugito; Dina Hastalona; Anto Tulim; Rayu Sri Wahyuni; Taufik Azmi Harahap; Purnaa Sari Tarigan
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 5 No. 3 (2025): November 2025 - February 2026
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19442324

Abstract

This Community Service (PKM) activity aims to increase the capacity of small and medium enterprises (SMEs) in Marindal Village to utilize digital marketing as a marketing strategy to expand their market and increase sales. The methods used included situational analysis, training, mentoring, and evaluation using pre- and post-test instruments. The results of the activity showed a significant increase in participants' understanding of digital marketing concepts (28% to 90%), business account creation skills (15% to 80%), and digital content creation skills (10% to 75%). In addition, there was a shift in marketing patterns from conventional to digital-based systems, which resulted in increased product visibility and business confidence in managing their businesses. However, challenges such as limited internet infrastructure, low digital literacy among some participants, and a lack of consistent promotions remain obstacles that need to be overcome. This PKM activity concluded that implementing digital marketing is an effective strategy in increasing the competitiveness of SMEs, with the note that ongoing mentoring and digital infrastructure support are needed.
Effectiveness of Using Economic Analysis in Managing Digital Marketing Campaigns: A Study in the Service Industry Aryani Sairun; Sugito
Outline Journal of Economic Studies Vol. 4 No. 2: April-September 2025
Publisher : Outline Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61730/wsyrw583

Abstract

  This study aims to analyze the effectiveness of using economic analysis in managing digital marketing campaigns in the service industry. A quantitative approach was used with a descriptive-verification design, and data were collected through questionnaires and documentation from 45 service companies in Medan. The main variables studied included Return on Marketing Investment (ROMI), Customer Lifetime Value (CLV), and customer acquisition costs. The results of multiple linear regression analysis showed that all three variables significantly influenced the effectiveness of digital campaigns. ROMI had the most dominant influence (estimate = 0.482), followed by CLV (estimate = 0.365), while acquisition costs showed a negative influence (estimate = -0.213). The coefficient of determination (R²) value of 0.617 indicates that more than 60% of the variation in campaign effectiveness can be explained by this model. This study proves that integrating economic analysis into digital marketing strategies can improve budget efficiency, segmentation accuracy, and promotional success. These findings provide strategic implications for service industry players to utilize analytical data and economic metrics in designing digital campaigns that are sustainable, measurable, and oriented towards long-term customer value.  
Co-Authors Anto Tulim Aryani Sairun Dina Hastalona Purnaa Sari Tarigan Rayu Sri Wahyuni Taufik Azmi Harahap