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All Journal JMM17: Jurnal Ilmu Ekonomi dan Manajemen Jurnal Manajemen Teori dan Terapan Journal of Management and Business Review Ekspektra: Jurnal Bisnis & Manajemen Jurnal Ilmiah Pariwisata IJEBD (International Journal Of Entrepreneurship And Business Development) Limits: Journal of Mathematics and Its Applications Jurnal Surya Masyarakat Media Mahardhika Jurnal Entrepreneur dan Entrepreneurship Business and Finance Journal Accounting and Management Journal Community Development Journal Community Service Journal of Indonesia Janaka : Jurnal Pengabdian Masyarakat Jurnal Surya Masyarakat Indonesia Berdaya Indexia Journal of Applied Management and Business (JAMB) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Journal of Halal Research, Policy, and Industry National Conference for Ummah Jurnal Ilmiah Pariwisata Limits: Journal of Mathematics and Its Applications
Karya, Denis Fidita
Universitas Nahdlatul Ulama Surabaya, Indonesia
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Veterinary Other

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Journal : Indonesia Berdaya

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Go Digital! Empowering MSMEs in Kragan Village, Sidoarjo to Enhance Digital Marketing Skills Karya, Denis Fidita; Mardhotillah, Rachma Rizqina; Anshori, Mohamad Yusak; Rihlah, Jauharotur
Indonesia Berdaya Vol 6, No 3 (2025)
Publisher : UKInstitute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/ib.20251236

Abstract

Digital transformation has become a critical need for Micro, Small, and Medium Enterprises (MSMEs), especially those in rural areas, to remain competitive in today’s market. This community service program was designed to enhance the digital marketing capabilities of MSMEs in Kragan Village, Gedangan Subdistrict, Sidoarjo Regency, East Java. The program was initiated in response to the low levels of digital literacy, limited access to online platforms, and the challenges MSMEs face in adapting to the evolving digital economy. Using a participatory approach, this initiative provided targeted training on social media marketing, e-commerce platforms, content creation, and basic digital tools such as WhatsApp Business and Canva. The methodology consisted of three phases: (1) problem identification and proposal submission, (2) implementation of workshops and hands-on mentoring, and (3) post-program evaluation through surveys and interviews. Results showed significant improvements in participants’ ability to utilize digital platforms, increased confidence in online business promotion, and a rise in customer engagement. Moreover, the training fostered knowledge sharing among MSME actors and strengthened their awareness of digital branding. The theoretical framework draws upon the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), highlighting how perceived usefulness and ease of use influence digital adoption. The program also applied the Community of Practice (CoP) approach to encourage peer learning and collaboration. This initiative demonstrates that with proper support and contextualized training, rural MSMEs can transition toward digital platforms effectively. The project also produced an Intellectual Property (IP) output in the form of training modules and digital marketing guides tailored for MSMEs. The findings call for ongoing mentorship, policy support, and infrastructure investment to ensure sustainability. 
Optimalisasi komunikasi pemasaran digital bagi UMKM di Karangrejo, Kediri Karya, Denis Fidita; Anshori, Mohamad Yusak; Mardhotillah, Rachma Rizqina; Adinugroho, Mukhtar; Zhulqurnain, Mohamad Rijal Iskandar; Khusnah, Hidayatul
Indonesia Berdaya Vol 4, No 4 (2023)
Publisher : UKInstitute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/ib.2023622

Abstract

Kediri, salah satu kota di Jawa Timur, memiliki UMKM yang beragam, tetapi juga menghadapi masalah serupa. Pemerintah setempat telah berupaya meningkatkan kinerja UMKM melalui akses keuangan lebih mudah dan promosi produk. Namun, di desa Karangrejo, Kediri, UMKM menghadapi kendala keterbatasan akses keuangan, kurangnya pengetahuan manajemen, dan kurangnya pengembangan bisnis. Untuk mengatasi ini, Tim Pengabdian Masyarakat FEBTD UNUSA membantu dengan pelatihan dan pengembangan strategi, terutama dalam bidang Marketing Communication (MarCom). MarCom adalah alat penting untuk mempromosikan produk UMKM. Ini mencakup branding, komunikasi pemasaran, hubungan pelanggan, promosi langsung, dan konten pemasaran. Dalam dunia digital, MarCom digital menjadi kunci sukses. Ini membantu UMKM menjangkau pasar yang lebih luas, efisien biaya, meningkatkan brand awareness, menargetkan konsumen tepat, dan memungkinkan pengukuran yang akurat. UMKM di Karangrejo, Kediri, memiliki masalah manajemen, kurangnya strategi pemasaran, dan keterbatasan dana. Mereka perlu memperkuat manajemen, mengembangkan strategi pemasaran, mencari sumber dana tambahan, memanfaatkan teknologi, dan melakukan riset pasar yang lebih baik. Dukungan dari pemerintah, sektor swasta, dan masyarakat penting untuk membantu UMKM mengatasi tantangan ini. Melalui upaya bersama, UMKM di Karangrejo dapat tumbuh dan berkontribusi lebih besar terhadap pertumbuhan ekonomi nasional. Abstract: Kediri, a city in East Java, has a variety of MSMEs, but also faces similar problems. The local government has made efforts to improve the performance of MSMEs through easier access to finance and product promotion. However, in Karangrejo village, Kediri, MSMEs face limited financial access, lack of management knowledge, and lack of business development. To overcome this, the FEBTD UNUSA Community Service Team helps with training and strategy development, especially in the field of Marketing Communication (MarCom). MarCom is an important tool for promoting MSME products. This includes branding, marketing communications, customer relations, direct promotion and content marketing. In the digital world, MarCom digital is the key to success. This helps MSMEs reach a wider market, is cost efficient, increases brand awareness, targets the right consumers, and enables accurate measurement. SMEs in Karangrejo, Kediri, have management problems, lack of marketing strategies, and limited funds. They need to strengthen management, develop marketing strategies, seek additional funding sources, utilize technology, and conduct better market research. Support from the government, the private sector and the community is important to help MSMEs overcome this challenge. Through joint efforts, MSMEs in Karangrejo can grow and contribute more to national economic growth.
Co-Authors Adinugroho, Mukhtar Amilia Nur Indah Saputri Amri Rasyid, Reizano Ayu, Friska Azmil Chusnaini Azrida Ayu Rahmania Berto Mulia Wibawa Candraningrat, Candraningrat Dinita Rahmalia, Dinita Endah Budi Permana Endah Budi Permana Putri Gerald Binta Syarifudin Aliansa Hakiki, Moh. Saiful Heni Agustina Jauharotur Rihlah Khusnah, Hidayatul Laila Alfi Sahrin M. Yushak Anshori Manik Ayu Titisari Mardhotillah, Rachma Rizqina Mardlijah Mardlijah Mardlijah Mira Nirmala Gita Mohamad Rijal Iskandar Zhulqurnain Mohamad Rijal Iskandar Zhulqurnain Mohamad Yusak Anshori Pance Mariati Puspandam Katias Puspandam Katias, Puspandam Putri Mahanani, Putri Qausya Faviandhani Rachma Rizqina Mardhotillah Rasyid, Reizano Amri Reizano Amri Rasyid Reizano Amri Rasyid Rhomadhoni, Muslikha Nourma Riyan Sisiawan Putra Rizki Amalia Elfita Surjo Hadi Surjo Hadi Teguh Herlambang Widjaja, Resti Pringgadini Ari Yitno Utomo Zhulqurnain, Mohamad Rijal Iskandar