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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Journal of Economics and Management Scienties Abdimas Mandalika
Pertiwi, Husna Putri
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences

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Pengaruh Kapasitas Pemasaran Media Sosial Terhadap Kinerja Keuangan UMKM: Peran Dari Hubungan Konsumen Sarah, Ira Siti; Putri, Ivon Sandya Sari; Raga, Ridha Azka; Pertiwi, Husna Putri; Farhani, Iklima
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19950

Abstract

Research aim: Determine the effect of social media marketing capacity on business performance in MSMEs, especially in West Java Design/Methode/Approach: The research was conducted using a quantitative descriptive approach by collecting primary data through questionnaires to 150 MSME players in West Java, however, only 149 questionnaires were returned in full and could be analyzed further using the SEM-PLS test Research Finding: This study found that financial performance in MSMEs in West Java is influenced by social media marketing capacity through consumer relationships as a partial mediator Theoretical contribution/Originality: The implementation of social media marketing, social media marketing communications, and product development through social media has been proven to have a positive and significant effect on consumer relations and has been proven to have a positive and significant effect on financial performance through consumer relations as a partial mediator Practitioner/Policy implication: Proper social media marketing strategy planning and effective implementation are needed to improve the performance of MSMEs, especially in the West Java area which is the focus of this study Research limitation: This research specifically only examines MSMEs in West Java
Resilent by Design: 4A-Driven Sustainable Tourism Recovery in Tanjung Lesung Special Economic Zone (SEZ) Raga, Ridha Azka; Pertiwi, Husna Putri; Suryantari, Yulita; Salim, Mufid
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i1.265

Abstract

Following the 2018 tsunami and the COVID-19 pandemic, Tanjung Lesung, Indonesia's first Tourism Special Economic Zone (SEZ) has faced profound challenges. These crises caused a sharp decline in tourist visits, safety concerns, and damage to the area’s reputation, slowing local economic growth and diminishing the SEZ's contributions to the national economy. These events underscored the vulnerability of tourism systems and raised concerns regarding achieving sustainable tourism objectives. This study examines the 4A framework (Attractions, Accessibility, Amenities, and Ancillary Services) to explore its role in fostering resilience and sustainability in the tourism industry. Key Penta-helix stakeholders were interviewed in-depth using a qualitative descriptive technique from both public and private sectors. This study shows that rejuvenating tourism in Tanjung Lesung SEZ depends on including the 4A framework. Results offer practical suggestions such as encouraging sustainable economic growth and good work for local communities (SDGs 1 and SDGs 8), improving safety and disaster risk reduction, and supporting action to mitigate climate change (SDGs 13). This study highlights the importance of multi-stakeholder cooperation as well as the 4A framework in reaching sustainable tourist development in a post-crisis context.
Peningkatan Kapasitas UMKM Kampung Sedekah Melalui Penerapan Strategi Pemasaran Digital Rahmawati, Dwi; Pertiwi, Husna Putri; Destiana, Destiana; Andini, Laras Ayu
Abdimas Mandalika Vol 5, No 3 (2026): April
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/am.v5i3.38509

Abstract

Abstract:  Kampung Sedekah Indonesia is a philanthropic organization in Ciracas, East Jakarta, that focuses on empowering MSME communities. The main challenge faced by partners is the lack of marketing strategy assistance to increase competitiveness. This community service program aims to assist MSMEs in designing and implementing innovative and sustainable marketing strategies. The program implementation uses a participatory method that includes four stages: needs analysis, modern marketing training, practical creative marketing assistance, and implementation evaluation. Pre-test results showed that although participants had sufficient basic knowledge, the main obstacles faced were capital and marketing strategies. After the intervention, post-test results showed a significant increase in participants' knowledge and commitment. Key findings noted that 100% of participants committed to separating personal and business finances. In terms of digital marketing, participants demonstrated high readiness, with a preference for Instagram/Facebook platforms for general promotions and TikTok for video content. The program successfully improved participants' digital literacy and practical skills, which is expected to strengthen brand awareness and expand the market reach of Kampung Sedekah MSMEs independently and sustainably.Abstrak: Kampung Sedekah Indonesia merupakan organisasi filantropi di Ciracas, Jakarta Timur, yang fokus pada pemberdayaan komunitas UMKM. Tantangan utama yang dihadapi mitra adalah minimnya pendampingan strategi pemasaran untuk meningkatkan daya saing. Program pengabdian masyarakat ini bertujuan mendampingi UMKM dalam merancang dan mengimplementasikan strategi pemasaran yang inovatif serta berkelanjutan. Pelaksanaan program menggunakan metode partisipatif yang meliputi empat tahapan: analisis kebutuhan, pelatihan pemasaran modern, pendampingan praktis pemasaran kreatif, dan evaluasi implementasi. Hasil pra-test menunjukkan bahwa meskipun peserta memiliki pengetahuan dasar yang cukup, hambatan utama yang dihadapi adalah permodalan dan strategi pemasaran. Setelah intervensi, hasil post-test menunjukkan peningkatan signifikan pada pengetahuan dan komitmen peserta. Temuan kunci mencatat bahwa 100% peserta berkomitmen untuk melakukan pemisahan keuangan pribadi dan usaha. Dalam aspek pemasaran digital, peserta menunjukkan kesiapan tinggi dengan preferensi platform Instagram/Facebook untuk promosi umum dan TikTok untuk konten video. Program ini berhasil meningkatkan literasi digital dan keterampilan praktis peserta, yang diharapkan dapat memperkuat brand awareness serta memperluas jangkauan pasar UMKM Kampung Sedekah secara mandiri dan berkelanjutan.
Co-Authors Adhitomo Wirawan Destiana, Destiana DWI RAHMAWATI Farhani, Iklima Harjo, Dwikora Jasrial Jasrial Jasrial, Jasrial Laras Ayu Andini Mufid Salim, Mufid Nurhayati, Syafiqoh Pinem, Robetmi J. Putri, Ivon Sandya Sari Raga, Ridha Azka Sarah, Ira Siti Suryantari, Yulita