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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Prima Abdika: Jurnal Pengabdian Masyarakat
Sucipto, Acip
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Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analysis Of Digital Marketing, Brand Image And Green Business On Business Sustainability In Retail MSMEs ,, Hasanudin; ,, Nurhasan; Sucipto, Acip
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3695

Abstract

This research aims to find out whether digital marketing has an effect on business sustainability, to see the influence of brand image on business sustainability and to see the influence of green business on the sustainability of retail MSME businesses. The population in this research is retail MSME entrepreneurs in Cikeas Udik, Bogor Regency in 2024 after Covid-19. Samples were taken of 30 MSME entrepreneurs using the Slovin formula. The data collection technique was carried out by distributing questionnaires. The analysis techniques used in this research are partial test (t test), simultaneous significance test (F test), multiple linear regression and coefficient of determination. The research results state that digital marketing has a positive influence on business sustainability, brand image has a positive influence on business sustainability, while green business has a negative influence on business sustainability. This research looks at digital marketing through social media, increasing brand image which can create consumer loyalty, as well as increasing knowledge related to green marketing for the sustainability of retail MSME businesses based on environmental sustainability.
Pelatihan Manajemen Green Marketing dan Peningkatan Kualitas Kemasan Produk UMKM Kabupaten Bogor Hasanudin, Hasanudin; Nurhasan, Nurhasan; Muyasar, Rizky; Satrio, Bayu; Sucipto, Acip
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 5 No. 4 (2025): Volume 5 Nomor 4 Tahun 2025 (Desember 2025)
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v5i4.6865

Abstract

The Turmeric and Asem Herbal Home Industry is a pioneering MSME by housewives in RW.007 Cikeas Udik, Bogor Regency, and still faces several obstacles, including the still simple equipment used in production, the packaging used is still simple and in its marketing activities it has not implemented green economy-based marketing (green marketing). The purpose of this community service is to increase the productivity and marketing of the turmeric and asem herbal MSME, encouraging MSME actors to increase business productivity, creativity, innovation and entrepreneurial spirit in order to develop their business. The method of implementing the community service is the presentation of training materials that begins with a pre-test followed by a lecture on the material by the community service team and a question and answer discussion, closing with a post-test to determine the final abilities of the training participants. The results of this activity can increase the productivity and marketing of MSMEs turmeric and tamarind herbal medicine, encouraging MSMEs to increase business productivity, creativity, innovation and entrepreneurial spirit in order to develop their businesses. The output targets to be achieved The output targets to be achieved are improving management skills, improving the ability to design marketing strategies, publishing articles in reputable journals, IPR, posters and audio-visual works. In this activity, the Community Service Team distributed technology grants to partners from the Ministry of Education and Science and Technology through LLDIKTI 4 in the form of a spice or flour grinding machine. It is hoped that this program can increase the productivity, creativity, innovation and enthusiasm of MSME entrepreneurs and subsequently there will be several times of mentoring from the PKM team to ensure the sustainability of this activity.
Co-Authors ,, Hasanudin ,, Nurhasan Hasanudin Hasanudin Muyasar, Rizky Nurhasan Nurhasan, Nurhasan Satrio, Bayu