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All Journal Jurnal Riset dan Pengabdian Interdisipliner
Retno Desti Dwi Meilasari
Program Studi Pendidikan Vokasional Desain Fashion, Fakultas Bisnis dan Pendidikan Terapan, Universitas Aufa Royhan
Humanities Education Environmental Science Social Sciences Other

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Segmentasi Loyalitas Pelanggan UMKM Fashion Menggunakan Model Recency, Frequency, dan Monetary (RFM) Retno Desti Dwi Meilasari; Elfi Husnita Hasibuan
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Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/jrpi.v3i3.40634

Abstract

This study aims to understand the customer segmentation of Galery Bunda Nai, a fashion MSME based on physical stores, and to design a digital marketing strategy that suits customer needs and problems. Primary data consisting of 351 transactions from transaction records was collected from January to December 2025. It was analyzed using the RFM (Recency, Frequency, Monetary) model. The analysis results divided customers into 9 sub-segments, which were then combined into 3 main persona labels: Steady Shoppers, Fresh Potentials, and Value Seekers. Semi-structured ethnographic interviews revealed the pain points of each segment, such as minimal communication and personal recommendations for Steady Shoppers, hesitation to repurchase among Fresh Potentials, and a lack of appreciation for Value Seekers. The proposed digital marketing strategy includes consistent social media content, product education, customer testimonials, personalized communication, loyalty programs, and community development. The integration of RFM analysis and ethnographic insights is expected to improve customer engagement, retention, and loyalty on an ongoing basis.
Pelatihan Batik Ecoprint Daun Jati untuk Meningkatkan Kreativitas dan Peluang Usaha Kader PKK Tanjung Morawa Elfi Husnita Hasibuan; Retno Desti Dwi Meilasari; Annisa Riski Rambe; Gustina Zahra Harahap
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Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/jrpi.v3i3.40637

Abstract

The creative economy has become one of the strategic sectors in improving community welfare through innovation and environmentally friendly products. One of the potential creative industries is textile crafts developed using eco-fashion principles, namely ecoprint. This community service program aimed to improve the knowledge and practical skills of PKK members in Tanjung Morawa Village, Deli Serdang Regency, through teak leaf ecoprint training. The implementation method consisted of lectures, demonstrations, hands-on practice, and participatory evaluation. Twenty PKK members participated in the training under the guidance of three instructors. The results showed increased participant understanding and skills in producing ecoprint fabrics using natural dyes from teak leaves. Participants also demonstrated high enthusiasm in developing ecoprint products into fashion and household crafts with economic value. This activity contributed to strengthening community capacity in developing environmentally friendly creative businesses based on local resources. The training is expected to become a sustainable community empowerment program that supports the development of the local creative economy.
Co-Authors Annisa Riski Rambe Elfi Husnita Hasibuan Gustina Zahra Harahap