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All Journal IJEE (Indonesian Journal of English Education) Abdimas Dewantara Tarbawi: Jurnal Keilmuan Manajemen Pendidikan Sketsa Bisnis J-ADIMAS (Jurnal Pengabdian kepada Masyarakat) Jurnal Pendidikan Manajemen Perkantoran (JPManper) Community Development Journal: Jurnal Pengabdian Masyarakat JUDICIOUS: Journal of Management Jurnal Abdimas Prakasa Dakara Smart Society: Community Service and Empowerment Journal Journal of Social Outreach Dhana Dhana
Lubban Anwari Alhamidi
Universitas Indraprasta PGRI
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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When Strategy Meets Profit: The Role of Marketing Accounting in Driving Economic Growth in the Digital Age Deswita, Deswita; Alhamidi, Lubban Anwari
Dhana Vol. 2 No. 2 (2025): DHANA - JUNE
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/930xay73

Abstract

This study explores the integration of marketing and accounting functions in digital-based enterprises and how such integration influences strategic financial decision-making. Using a qualitative case study approach, data were collected from two fast-growing startups in Indonesia through in-depth interviews, internal documentation, and limited observation. The analysis focused on cross-functional collaboration and performance indicators such as Customer Acquisition Cost (CAC), Return on Marketing Investment (ROMI), and campaign budgeting accuracy. The findings reveal that marketing-accounting integration results in reduced CAC (by up to 40%), improved ROMI (from 1.4:1 to 2.6:1), and greater alignment between budget allocation and customer value creation. Marketing teams benefit from real-time financial insights, while finance departments gain better forecasting accuracy and visibility over campaign efficiency. This integration fosters transparency, shared accountability, and data-driven agility. Beyond practical improvements, the study contributes to the theoretical discourse by reinforcing the notion that marketing accounting serves as a strategic framework not merely a technical coordination within the digital economy. The findings support and extend the literature on marketing accountability and value-based management, emphasizing that digital tools enable dynamic feedback loops between market activities and financial outcomes. This study confirms the relevance of marketing-accounting integration as a conceptual model for organizational alignment, performance clarity, and value creation in digitally driven environments.
Pemberdayaan Komunitas Melalui Pelatihan Digital Marketing Untuk UMKM di Era Ekonomi Digital Haq, Ziyaul; Alhamidi, Lubban Anwari; Burhan, Mulya
J-ADIMAS (Jurnal Pengabdian Kepada Masyarakat) Vol 13, No 1 (2025)
Publisher : (STKIP) PGRI Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29100/j-adimas.v13i1.8421

Abstract

ABSTRAK Meskipun usaha mikro, kecil, dan menengah (UMKM) memainkan peran penting dalam perekonomian Indonesia, banyak dari mereka masih menghadapi kesulitan untuk mengadopsi teknologi digital. Dengan menggunakan digital marketing, Anda dapat meningkatkan daya saing Anda, memperluas jangkauan Anda, dan mengoptimalkan strategi pemasaran Anda di era ekonomi digital. Oleh karena itu, pelatihan digital marketing adalah langkah penting dalam membantu komunitas UMKM menjadi lebih siap untuk mengikuti kemajuan teknologi. Tujuan dari program pengabdian masyarakat ini adalah untuk mendidik pelaku UMKM dalam strategi pemasaran digital yang efektif, seperti menggunakan media sosial, platform e-commerce, dan membuat konten yang dipromosikan. Sesi pelatihan langsung dan praktik penggunaan berbagai aplikasi pemasaran digital digunakan dalam pelatihan ini. Hasil pelatihan menunjukkan bahwa peserta lebih memahami cara mengelola pemasaran digital secara lebih strategis, yang berdampak pada visibilitas usaha dan pertumbuhan bisnis. Pelatihan ini juga terbukti memperkuat daya saing UMKM dan mendukung keberlanjutan usaha di tengah persaingan ekonomi digital yang semakin ketat. Kata kunci: Teknologi Digital Marketing, UMKM, Pemberdayaan Masyarakat, E-Commerce, Strategi Pemasaran
When Strategy Meets Profit: The Role of Marketing Accounting in Driving Economic Growth in the Digital Age Deswita, Deswita; Alhamidi, Lubban Anwari
Dhana Vol. 2 No. 2 (2025): DHANA - JUNE
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/930xay73

Abstract

This study explores the integration of marketing and accounting functions in digital-based enterprises and how such integration influences strategic financial decision-making. Using a qualitative case study approach, data were collected from two fast-growing startups in Indonesia through in-depth interviews, internal documentation, and limited observation. The analysis focused on cross-functional collaboration and performance indicators such as Customer Acquisition Cost (CAC), Return on Marketing Investment (ROMI), and campaign budgeting accuracy. The findings reveal that marketing-accounting integration results in reduced CAC (by up to 40%), improved ROMI (from 1.4:1 to 2.6:1), and greater alignment between budget allocation and customer value creation. Marketing teams benefit from real-time financial insights, while finance departments gain better forecasting accuracy and visibility over campaign efficiency. This integration fosters transparency, shared accountability, and data-driven agility. Beyond practical improvements, the study contributes to the theoretical discourse by reinforcing the notion that marketing accounting serves as a strategic framework not merely a technical coordination within the digital economy. The findings support and extend the literature on marketing accountability and value-based management, emphasizing that digital tools enable dynamic feedback loops between market activities and financial outcomes. This study confirms the relevance of marketing-accounting integration as a conceptual model for organizational alignment, performance clarity, and value creation in digitally driven environments.
Empowering Preschool Teachers: Excel Mastery for Report Writing and Teaching Module Development Arie Purwa Kusuma; Deswita Deswita; Lubban Anwari Alhamidi; Nurina Kurniasari Rahmawati; Rifa Atiyyah
Smart Society Vol. 4 No. 1 (2024): Smart Society
Publisher : FOUNDAE (Foundation of Advanced Education)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58524/smartsociety.v4i1.359

Abstract

Early childhood education is one of the most basic levels of education for children's growth and development. Teachers who provide education for early childhood are required to have a special level of education and competence in compiling teaching modules for learning activities. Information technology literacy supports teachers in solving administrative problems. One of the administrative things that teachers routinely do is make report cards for their students. Using Microsoft Excel software has many features and functions that can help in creating reports. Apart from that, teaching materials in learning need to be considered, including teaching modules which must be developed by teachers themselves to suit the environmental context and learning needs of their students, including teachers in Early Childhood Education (PAUD). The aim of this service is to create teaching modules for learning activities. The method used in the activity was training using lecture, question and answer and discussion methods, with a total of 156 participants which was carried out over two days. Through this activity, participants' skills and understanding increased regarding the use of Microsoft Excel software and all teachers understood more about teaching modules, preparation steps and the use of Excel in making report cards.
Co-Authors Arie Purwa Kusuma ARIWIBOWO, PRASETIO Atiyyah, Rifa Burhan, Mulya Deswita Deswita Deswita Deswita Deswita Deswita Haq, Ziyaul Imam Suseno Insana, Dwi Rorin Mauludin Mawarni, Venti Nurina Kurniasari Rahmawati Prasetio Ariwibowo Pudjiati, Danti Rifa Atiyyah Sulistianingsih Sulistianingsih Supeno Supeno Tjipto Djuhartono