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All Journal Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Kajian Ekonomi dan Akuntansi Terapan
Fikaria Br Tarigan
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Economics, Econometrics & Finance Social Sciences Other

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Analisis Strategi Pemasaran dan Pengaruhnya Terhadap Kinerja Keuangan The Wood’s Coffee Tanjung Morawa Fikaria Br Tarigan
Kajian Ekonomi dan Akuntansi Terapan Vol. 1 No. 4 (2024): Desember : Kajian Ekonomi dan Akuntansi Terapan (KEAT)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/keat.v1i4.607

Abstract

This study aims to analyze the marketing strategies implemented by The Wood's Coffee Tanjung Morawa and their impact on the company's financial performance. The main focus of this study is the marketing strategy through social media, which is increasingly becoming an effective tool in promoting products and increasing engagement with consumers. This study uses a qualitative approach with in-depth interview methods with marketing managers, social media staff, and several loyal customers. The results of the study indicate that the marketing strategy implemented through social media, including the use of Instagram and Facebook, has succeeded in increasing brand awareness and attracting new customers. In addition, the results of the financial analysis indicate that the implementation of an effective social media strategy has contributed significantly to increasing sales, which has led to an increase in the company's financial performance. However, the challenge of maintaining consistency and managing interactions on social media is an important factor for long-term success. This study provides insight into the importance of social media as an integral part of a marketing strategy to improve the company's financial performance.
Implementasi Teknologi Digital untuk Penyusunan Laporan Keuangan dan Media Promosi pada UMKM Gula Aren Jenni Veronika Br Ginting; Eka Feby Ronauli Lubis; Fikaria Br Tarigan
ABDISOSHUM: Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Vol. 4 No. 4 (2025): Desember 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdisoshum.v4i4.7100

Abstract

The sugar palm MSME (UMKM gula aren) as a partner has significant potential to grow, but it still faces challenges in financial record-keeping and promotional strategies. Its financial records are maintained manually and in a simple format, while product marketing is still limited to local networks without utilizing digital technology. These conditions hinder improvements in productivity, transparency, and the competitiveness of sugar palm products. Through this program, the implementation team provided education on preparing simple financial reports, promotional strategies through social media and online marketplaces, practical training on product packaging to increase product value, as well as technological equipment to support the partner’s production process. The partner actively participated, both in learning how to prepare financial reports and in using social media for product promotion. The results of the activities showed an improvement in the partner’s ability to maintain clearer, more transparent, and more structured financial records, make use of digital media (Instagram and Shopee) to expand marketing reach, and develop product innovations through more attractive and competitive packaging designs. The initial impact of this program includes increased confidence among MSME actors in managing their business and the expansion of marketing networks for sugar palm products. In the future, this program is expected to contribute to improving the local community’s welfare, strengthening the MSME’s position in the supply chain, and providing a digital-based empowerment model for other small businesses.
Co-Authors Eka Feby Ronauli Lubis Jenni Veronika Br Ginting