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Indah Pangesti
Dosen Universitas Indraprasta PGRI Program Studi Pendidikan Bahasa Inggris (FBS)
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Pengaruh Pemanfaatan Digital Marketing terhadap Peningkatan Penjualan UMKM Wibowo, Arief Nugroho; Pangesti, Indah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 1 No. 4 (2025): OKTOBER-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/kjagsd53

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemanfaatan digital marketing terhadap peningkatan penjualan UMKM di Indonesia pada periode 2019–2023. Metode penelitian menggunakan pendekatan kuantitatif dengan data sekunder berupa data panel (10 UMKM × 5 tahun = 50 observasi). Analisis dilakukan menggunakan regresi data panel melalui perangkat lunak EViews 12. Pemilihan model terbaik dilakukan melalui Uji Chow dan Uji Hausman yang menunjukkan bahwa Fixed Effect Model (FEM) merupakan model yang paling sesuai. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap penjualan UMKM. Koefisien digital marketing sebesar 5.249193 dengan nilai signifikansi 0.0000 mengindikasikan bahwa setiap peningkatan biaya pemasaran digital memberikan peningkatan penjualan secara substansial. Temuan ini menegaskan bahwa digital marketing merupakan strategi pemasaran efektif yang berkontribusi pada pertumbuhan penjualan dan peningkatan daya saing UMKM di era transformasi digital. Implikasi penelitian menyoroti pentingnya peningkatan kapasitas digital pelaku UMKM serta peran dukungan pemerintah dalam pemanfaatan teknologi pemasaran berbasis digital untuk mendorong kinerja usaha secara berkelanjutan.
Pelatihan Manajemen Risiko dalam Pengelolaan Koperasi Konsumen Wanita Mandiri Zayda Depok Atmapratiwi, Heppy; Ridhowati, Ridhowati; Pangesti, Indah
Jurnal Pengabdian Nasional (JPN) Indonesia Vol. 7 No. 1 (2026): Januari
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63447/jpni.v7i1.1678

Abstract

Consumer cooperatives play an essential role in improving purchasing power and economic welfare by providing affordable goods and services for their members. However, their operations are exposed to various financial and non-financial risks that may hinder business continuity. At the Wanita Mandiri Zayda Consumer Cooperative in Depok, several critical issues were identified, including non-performing loans, unstable profit due to fluctuating product prices, low member participation, and insufficient managerial competence among staff and administrators. To address these challenges, structured and sustainable risk management practices are required. Therefore, a community service program titled “Risk Management Training in the Management of Wanita Mandiri Zayda Consumer Cooperative Depok” was implemented to enhance the capacity of cooperative administrators in identifying, analyzing, and mitigating risks. The program was delivered through interactive lectures, direct learning, group discussions, and participant evaluation. The results indicate improved understanding of risk management concepts and strategies, followed by participants’ commitment to applying mitigation measures in operational activities. This program is expected to serve as a concrete effort to strengthen governance quality and ensure the sustainability of women-based consumer cooperatives in Depok.
Co-Authors Arief Nugroho Wibowo Burhanudin Dwi Cahyo, Ismail Edward Alfin Firdaus Budhy Saputro Heppy Atmapratiwi Kinanti Rejeki, Suyekti Mia Srimiati Ridhowati, Ridhowati Rudy Susanto Wibowo, Arief Nugroho Widianti, Emma