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All Journal SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) MEDIALOG: Jurnal Ilmu Komunikasi Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) KomunikA Jurnal Pengabdian Masyarakat Farmasi : Pharmacare Society Social Engagement: Jurnal Pengabdian Kepada Masyarakat Jambura Jurnal Ilmu Komunikasi Nusantara Journal of Multidisciplinary Science Civic Education Law and Humaniora : Jurnal Pengabdian Masyarakat Terintegrasi
Siti Mayasari Pakaya
Universitas Negeri Gorontalo
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Peningkatan Ketahanan Pangan Melalui Budidaya Ikan Nila: Promosi Digital Inovasi Budidaya Ikan Nila Thomas, Abdul Wahab; Agustina, Agustina; Mursalim, Muhammad Akram; Pakaya, Siti Mayasari; Kartika, Intan Tiara; H. Kai, Martarisa; Dilo, Apriyanto
Jurnal Pengabdian Masyarakat Farmasi : Pharmacare Society Vol 5, No 1 (2026)
Publisher : State University of Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/phar.soc.v5i1.35719

Abstract

Objektif kegiatan pengabdian kepada masyarakat ini adalah memperkuat ketahanan pangan dan meningkatkan kapasitas ekonomi masyarakat melalui inovasi budidaya ikan nila berbasis teknologi bioflok dan pemanfaatan media digital. Tujuan kegiatan meliputi peningkatan pengetahuan dan keterampilan pelaku usaha dalam penerapan sistem bioflok, serta optimalisasi media digital sebagai sarana edukasi dan promosi budidaya ikan nila. Metode pelaksanaan menggunakan pendekatan partisipatif bersama mitra usaha Sikofish Gorontalo. Kegiatan dilaksanakan melalui beberapa tahapan, yaitu sosialisasi program, pelatihan teknis budidaya ikan nila berbasis bioflok, pelatihan produksi dan pengelolaan konten digital, penerapan inovasi teknologi, pendampingan, serta evaluasi berkala. Konten edukasi diproduksi dan dipublikasikan melalui platform digital seperti YouTube dan Instagram untuk memperluas jangkauan informasi. Hasil kegiatan menunjukkan peningkatan pemahaman dan keterampilan peserta dalam menerapkan teknologi bioflok, yang ditunjukkan oleh tingginya partisipasi pada sesi praktik dan meningkatnya interaksi audiens terhadap konten edukasi yang diunggah secara daring. Selain itu, mitra usaha memperoleh sarana promosi digital yang lebih efektif sehingga informasi mengenai praktik budidaya dan produk ikan nila dapat menjangkau masyarakat yang lebih luas. Kesimpulan, kegiatan pengabdian ini memberikan dampak positif terhadap peningkatan kapasitas masyarakat dalam budidaya ikan nila, mendukung kemandirian pangan lokal, serta mendorong pemanfaatan media digital sebagai media edukasi dan promosi berkelanjutan
Pemberdayaan UMKM Melalui Webinar Strategi Promosi Online Berbasis Konten TikTok: Studi Kasus Webinar GASPOL Siti Nurchaliza Panai; Fitria Azizah Potabuga; Siti Mayasari Pakaya; Muhammad Akram Mursalim; Arif Ridha
Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) Vol 15, No 1 (2026): Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat)
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/sibermas.v15i1.33542

Abstract

The digital transformation has created both challenges and opportunities for Micro, Small, and Medium Enterprises (MSMEs), particularly in the context of marketing and promotion. This article examines the implementation of a webinar entitled “GASPOL: Exploring Online Promotion Strategies through TikTok Content” as a model of MSME empowerment based on digital education. The activity was organized by the Regional Small Medium Enterprise Service (RSMES) unit of Telkom Regional V involved the direct participation of 150 participants from MSME actors and 31 members of the public with an interest in contemporary marketing strategies. The approach utilized systematic planning, the selection of competent speakers, the preparation of needs-based instructional materials, and both qualitative and quantitative evaluations of participant satisfaction. The webinar was conducted online and presented content on digital branding, storytelling techniques, and the strategic use of TikTok as a promotional tool. The results demonstrated high participant engagement, optimal achievement of key performance indicators (KPIs), and strong participant satisfaction with the relevance and applicability of the material. These findings affirm that digital education interventions using a humanistic approach can effectively strengthen the adaptive capacity of MSMEs in a dynamic digital business landscape. This article offers both conceptual insights and practical contributions for the development of technology-based community learning models within the MSME ecosystem.
Komunikasi Pemasaran UMKM Rumah Adat Almira Dalam Penjualan Produk Baju Adat Yumintha Mohune; Citra F.I.L Dano Putri; Siti Mayasari Pakaya
Nusantara Journal of Multidisciplinary Science Vol. 3 No. 11 (2026): NJMS - Juni 2026
Publisher : PT. Inovasi Teknologi Komputer

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

Abstract

UMKM Rumah Adat Almira merupakan usaha berbasis budaya lokal yang bergerak di bidang produksi dan penjualan baju adat Gorontalo ditengah persaingan usaha sejenis yang semakin kompetitif. Dalam kondisi tersebut, strategi komunikasi pemasaran menjadi aspek penting dalam mengomunikasikan kualitas produk dan keunggulan usaha. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran serta penerapan bauran pemasaran 7P yang dijalankan Rumah Adat Almira. Pendekatan yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan penelitian ditentukan menggunakan teknik purposive sampling yang terdiri dari pemilik usaha, karyawan, serta konsumen. Hasil penelitian menunjukkan bahwa strategi penerapan bauran pemasaran 7P meliputi produk yang beragam dan mengikuti tren pasar, penetapan harga yang fleksibel, distribusi secara online dan offline, promosi digital, pelayanan yang komunikatif, proses pemesanan yang fleksibel, serta tampilan fisik produk dan toko yang mendukung citra usaha. Secara keseluruhan, strategi penerapan bauran pemasaran 7P yang dilakukan UMKM Rumah Adat Almira berperan dalam meningkatkan daya tarik konsumen, pemanfaatan media digital yang dikombinasikan dengan pendekatan interpersonal, fleksibilitas dalam meyesuaikan kebutuhan konsumen serta komunikasi pemasaran yang berperan dalam memperkenalkan budaya lokal turut menjadi strategi utama dalam meningkatkan daya saing usaha di tengah persaingan pasar.
english english Siti Mayasari Pakaya; Intan Tiara Kartika; Muhammad Akram Mursalim; Abdul Wahab Thomas
SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora Vol 12 No 1 (2026): February 2026
Publisher : LP2M Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/sosio.v12i1.20837

Abstract

This study examines the role of digital micro, small, and medium enterprises (MSMEs) in advancing Indonesia’s Sustainable Development Goals (SDGs), focusing on three interrelated issues: digital inclusivity, access inequality, and platform market dominance. Adopting a qualitative descriptive approach through library-based research, the study analyses secondary data from journal articles, international agency reports, official government publications, and statistical sources from 2019 to 2025. Data analysis employed thematic synthesis supported by NVivo 12 Plus for coding, theme identification, and word cloud visualisation. The findings reveal that digitalisation contributes to inclusive economic participation and women’s entrepreneurship, aligning with SDG 8 (Decent Work and Economic Growth). However, persistent infrastructure disparities, uneven broadband distribution, and limited digital literacy—particularly in rural regions—continue to constrain equitable access, impeding progress toward SDG 9 (Industry, Innovation, and Infrastructure). Moreover, the dominance of a few e-commerce platforms such as Tokopedia and Shopee reinforces market dependency and unequal power relations, counteracting the objectives of SDG 10 (Reduced Inequalities). Applying the Global Political Economy, Capability Approach, and Inclusive Innovation frameworks, the study concludes that realising the SDGs through MSME digitalisation requires oversight of platform power, equitable digital infrastructure, and empowerment of entrepreneurial capabilities. Policy implications include strengthening competition regulation, expanding digital skills programmes, and institutionalising inclusive innovation strategies. Future research should explore comparative and mixed-method studies across ASEAN contexts to validate and deepen these findings.
PENGEMBANGAN UMKM KEBAB ALIBABA MELALUI OPTIMALISASI DIGITAL MARKETING SEBAGAI INOVASI BERKELANJUTAN Siti Mayasari Pakaya; Abdul Wahab Thomas; Muhammad Akram Mursalim; Fadhilah Nyori
Civic Education Law and Humaniora : Jurnal Pengabdian Masyarakat Terintegrasi Vol 2 No 1 May 2024
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/celara.v2i1.27137

Abstract

The activity report titled "Development of Alibaba Kebab MSMEs through Optimizing Digital Marketing as a Sustainable Innovation" was conducted from November 3 to December 8, 2023. The purpose of this report is to present the outcomes of the activities undertaken. The initiative included training sessions focused on enhancing creativity in design to improve the quality of social media postings. The training covered how to design visually appealing posts, emphasizing the importance of creative ideas and persuasive copywriting. For design purposes, we recommended using the Canva application due to its accessibility and flexibility. Overall, based on the results of these activities, our efforts to improve Alibaba Kebab's Instagram presence were successfully completed. The Instagram platform was chosen because Alibaba Kebab is most active there. 
PEMANFAATAN DIGITAL MARKETING PADA PRODUK UMKM GHIDZA SASUKE DI KOTA GORONTALO Siti Mayasari Pakaya; Muhammad Akram Mursalin; Abdul Wahab Thomas; Invabil Febrian
Civic Education Law and Humaniora : Jurnal Pengabdian Masyarakat Terintegrasi Vol 2 No 1 May 2024
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/celara.v2i1.27138

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are a business sector consisting of enterprises that have a small to medium scale in terms of the number of employees, revenue, and assets. This study discusses the implementation of marketing mix strategies in Micro, Small, and Medium Enterprises (MSMEs) focusing on seven elements of the marketing mix: product, price, people, place, promotion, process, and physical evidence.Through the conducted survey, the researchers selected Ghidza Sasuke MSME, located in Gorontalo City, which operates in the processing of healthy food and snacks. The aim of this study is to reveal how MSMEs can optimize the application of these seven elements to enhance competitiveness and business growth. The findings of this study provide insights into the importance of adapting marketing mix strategies according to the characteristics and needs of the local market. The practical implications of this study can serve as a guide for MSMEs in developing effective marketing strategies to expand market share and increase profitability
Co-Authors Abdul Wahab Thomas Agustina Akume, Kelfin ANANDA, DEA YULIA R. Arif Ridha Citra F.I.L Dano Putri Citra F.I.L Dano Putri Dano Putri, Citra F. I. L. dano Putri, citra F.I.L Dilo, Apriyanto Fadhilah Nyori Firdaus Muhammad, Firdaus Fitria Azizah Potabuga H. Kai, Martarisa Intan Tiara Kartika Invabil Febrian Ishak, Swesty Riani Ismail Husin Juniarti, Gita Latief, Rahmawati Melinda, Feni Muhammad Akram Mursalim Muhammad Akram Mursalin Musdalifa Nasiru, La Ode Gusman Noval Sufriyanto Talani Nur Fadilah Pakaya, Nikmasari PUTRI, CITRA F.I.L DANO Siti Nurchaliza Panai Toana, Muhammad Aldrin Riofani Wira Pratama Rumambie Yumintha Mohune