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All Journal Budimas : Jurnal Pengabdian Masyarakat Involvement International Journal of Business
Nurita Elfani Prasetyaningrum
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Optimization of SME Marketing Strategies through Digital Data-Based Customer Profitability Analysis: A Case Study of SMEs in the Former Surakarta Residency Ramadhian Agus Triono Sudalyo; Nurita Elfani Prasetyaningrum; Mohammad Ali Nurdin
Involvement International Journal of Business Vol. 1 No. 3 (2024): July 2024
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v1i3.43

Abstract

This study explores the potential of digital data-based customer profitability analysis in optimizing marketing strategies for Small and Medium Enterprises (SMEs) in the former Surakarta Residency, Indonesia. Using a mixed-method approach, including semi-structured interviews with 15 SME owners/managers, direct observations, document analysis, and an online survey of 250 customers, the research investigates the current state of digital data adoption, challenges in implementation, and the impact of customer profitability analysis on marketing effectiveness. The study employs RFM (Recency, Frequency, Monetary) analysis for customer segmentation and calculates Customer Lifetime Value (CLV) to identify key profitability drivers. Findings reveal limited awareness and implementation of digital data-based customer profitability analysis among SMEs, primarily due to resource constraints and technical expertise limitations. The research identifies four customer segments, with 15% (Platinum customers) contributing significantly to profitability. Purchase frequency and average transaction value emerge as primary profitability drivers. The study concludes that while digital data-based customer profitability analysis offers significant potential for optimizing SME marketing strategies, realizing this potential requires collaborative efforts from SME stakeholders, policymakers, and support institutions to address implementation challenges and build a supportive ecosystem for data-driven marketing practices.
PENGUATAN KAPASITAS KEWIRAUSAHAAN SISWA SMK MELALUI INTEGRASI DESAIN PROMOSI, MANAJEMEN KEUANGAN, DAN LITERASI LEGALITAS DIGITAL Nurita Elfani Prasetyaningrum; Sudalyo, Ramadhian Agus Triono; Gesang Kristianto Nugrohotomo; Giyono
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 8 No. 1 (2026): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v8i1.18477

Abstract

Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan kapasitas kewirausahaan siswa SMK melalui integrasi pelatihan desain konten promosi digital, tata kelola keuangan sederhana, dan pemahaman aspek legalitas usaha, khususnya hak kekayaan intelektual. Program dilaksanakan selama tiga hari di SMK PGRI Sukoharjo dan SMK Ma’arif NU 2 Klego Boyolali dengan melibatkan 40 siswa dari jurusan Bisnis dan TIK. Metode yang digunakan meliputi pelatihan partisipatif, pendampingan praktik langsung, dan evaluasi berbasis pre-test dan post-test. Hasil kegiatan menunjukkan bahwa 95% siswa mampu menghasilkan konten promosi menggunakan Canva dan CapCut, 97,5% siswa berhasil menerapkan pembukuan keuangan sederhana, serta 87,5% siswa memahami pentingnya perlindungan hak cipta dan menyusun identitas usaha. Kata kunci: desain konten digital, pembukuan sederhana, hak kekayaan intelektual, siswa SMK, kewirausahaan muda
Co-Authors Gesang Kristianto Nugrohotomo Giyono Mohammad Ali Nurdin