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All Journal Benefit : Journal of Bussiness, Economics, and Finance Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat
Irawati Irawati
Universitas Teknologi Sumbawa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Pengaruh Transformasi Digital, Strategi Bisnis, dan Kesiapan Modal terhadap Keberlanjutan Usaha UMKM di Era Ekonomi Digital Jayanti Mandasari; Irawati Irawati
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 2 (2026): APRIL-JUNI 2026
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/gen9t711

Abstract

This research aims to analyse the influence of digital transformation, business strategies, and capital readiness on the sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Sumbawa Regency in the context of the digital economy era. The acceleration of information and communication technology has demanded that MSME actors adapt by utilising digital platforms, formulating responsive business strategies, and preparing adequate capital to survive and thrive amidst increasingly dynamic market competition. The research uses a quantitative approach with the Structural Equation Modelling – Partial Least Square (SEM-PLS) method, processed through SmartPLS 3.0 software. The research sample consists of 100 respondents who are MSME actors in Sumbawa Regency, selected using purposive sampling techniques with the criteria: a minimum business age of one year, having adopted at least one form of digital transformation, and being the owner or financial manager. The analysis results show that digital transformation has a positive and significant impact on the sustainability of MSME businesses with a t-statistic value of 5.124 and a p-value of 0.000. Business strategy also proves to have a positive and significant impact on the sustainability of MSME businesses with a t-statistic of 4.867 and a p-value of 0.000. Furthermore, capital readiness has a positive and significant impact on the sustainability of MSME businesses with a t-statistic of 4.213 and a p-value of 0.000. The R-Square value of 0.684 indicates that 68.4% of the variability in MSME business sustainability can be explained by these three independent variables. These findings provide a theoretical contribution to the development of MSME management literature as well as practical implications for business actors and local governments in formulating holistic and sustainable digital-based MSME support policies.
Pemasaran Digital Praktis Untuk UMKM: Pendampingan Perempuan Keluarga Nelayan Di Desa Labuhan Burung Nurasia Nurasia; Irawati Irawati; Sri Andriani; Jannatun Aliyah; Wilia Ismiyarti; Tomy Dwi Cahyono; Ryan Suarantalla; Erwin Mardinata; Hanifa Sri Nuryani
Indonesia Berdampak: Jurnal Pengabdian kepada Masyarakat Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/m8qm0404

Abstract

This community service program aimed to strengthen the digital marketing capacity of fish-processing micro-enterprises in Labuhan Burung Village, Buer District, Sumbawa Regency. The participants were 25 women, mainly spouses of capture-fishery and aquaculture workers, who developed premium and non-premium fish-ball products. The program applied participatory training and practice-based mentoring for approximately four months, covering needs identification, segmentation-targeting-positioning, digital platform selection, AIDA-based content development, product photography, packaging, labeling, and sales communication. Evaluation was descriptive and used participant observation, discussions, documentation, and assessment of practice outputs. The activities indicated that participants were able to distinguish the roles of Facebook, Instagram, TikTok, and WhatsApp; prepare more focused promotional messages; practice product photography; and understand the relationship between packaging, labels, information transparency, and consumer trust. The products have begun to reach consumers in Labuhan Burung, Buer, and surrounding areas. The program confirms that MSME digitalization should begin with product readiness, concentration on one or two priority channels, and consistent content production. Further quantitative evaluation is required to measure competency improvement, sales conversion, and business sustainability.
Pengaruh Media Sosial Marketing, Direct Marketing Dan Advertising Terhadap Keputusan Mahasiswa Baru Memilih Kuliah Di Universitas Teknologi Sumbawa Wilia Ismiyarti; Jannatun Aliyah; Irawati Irawati; Ryan Suarantalla; Dwi Aulia Zaqiah
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i2.1366

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh media sosial marketing, direct marketing, dan advertising terhadap keputusan mahasiswa baru dalam memilih kuliah di Universitas Teknologi Sumbawa (UTS). Strategi pemasaran perguruan tinggi menjadi sangat penting dalam era digital saat ini, di mana mahasiswa sebagai konsumen potensial lebih terpapar pada berbagai saluran informasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada mahasiswa baru Universitas Teknologi Sumbawa. Teknik analisis data yang digunakan adalah regresi linier berganda untuk mengetahui pengaruh masing-masing variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa media sosial marketing, direct marketing, dan advertising berpengaruh positif dan signifikan terhadap keputusan mahasiswa baru dalam memilih UTS sebagai tempat melanjutkan pendidikan tinggi. Temuan ini menunjukkan bahwa strategi pemasaran yang tepat melalui media sosial, komunikasi langsung, dan iklan dapat meningkatkan efektivitas promosi institusi pendidikan tinggi, khususnya dalam menarik minat calon mahasiswa. Kata Kunci: media sosial marketing, direct marketing, advertising, keputusan memilih, mahasiswa baru
Co-Authors Cahyono, Tomy Dwi Dwi Aulia Zaqiah Erwin Mardinata Hanifa Sri Nuryani Jannatun Aliyah Jayanti Mandasari Nurasia Nurasia Ryan Suarantalla Sri Andriani Wilia Ismiyarti