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All Journal BERNAS: Jurnal Pengabdian Kepada Masyarakat Journal of Community Service and Society Empowerment
Azhari, Andressa Noviar
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Religion Agriculture, Biological Sciences & Forestry Humanities Dentistry Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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Cultivating Antifragility and Competitiveness of Delima Cakery Sukabumi in the Digital Landscape: Marketing Practices Adapting to the Evolution of the Marketing Mix Wahdiniwaty, Rahma; Syafei, M. Yani; Firmansyah, Deri; Azhari, Andressa Noviar; Aqsha, Muhammad Farhan
Journal of Community Service and Society Empowerment Том 3 № 02 (2025): Journal of Community Service and Society Empowerment
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jcsse.v3i02.1767

Abstract

Disruptive technology increasingly challenges the agility, alignment and ability of SMEs with a quick response in creating products to communicating them to customers through various marketing techniques and management that are increasingly developing in an effort to grow antifragility and business competitiveness. Implementation of P2M by offering training themes and Platform-based marketing practices by adopting the evolution of the 4P marketing mix model in line with the development of digital technology, where "P" for "Place" including becoming a "Platform" that allows marketing communication channels to have a wider reach, with Delima Cakery Sukabumi as the main target partner. The method of implementing activities is operationalized through socialization, product adjustment and innovation, price evaluation and adjustment, determination of the main digital platform according to the business model and product characteristics, and selection of the right promotional program. The results of the implementation of activities are able to improve the ability of Delima Cakery Sukabumi's online marketing practices based on platforms that adopt the evolution of the marketing mix so that they have the potential to grow resilience, antifragility and business competitiveness in the digital era business landscape in the modern era, as measured by the ability to develop and match products, prices, platforms, and promotions.
MENUMBUHKAN ANTIFRAGILITAS DAN DAYA SAING DELIMA CAKERY SUKABUMI DALAM LANSKAP DIGITAL: PRAKTIK PEMASARAN MENGADAPTASI EVOLUSI BAURAN PEMASARAN Wahdiniwaty, Rahma; Syafei, M. Yani; Firmansyah, Deri; Masduki; Azhari, Andressa Noviar; Aqsha, Muhammad Farhan
BERNAS: Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 3 (2025)
Publisher : Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/jb.v6i3.14434

Abstract

Disruptif teknologi kian menantang kelincahan, fleksibilitas dan kapabilitas UKM dengan respon cepat dalam menciptakan produk hingga mengkomunikasikannya kepada pelanggan melalui berbagai teknik dan manajemen pemasaran yang semakin terevolusi dalam upaya menumbuhkan antifragilitas dan daya saing usaha. Pelaksanaan P2M dengan menawarkan tema pelatihan dan praktik pemasaran berbasis Platform dengan mengadopsi evolusi model bauran pemasaran 4P’s yang selaras dengan perkembangan teknologi digital, dimana “P” untuk “Tempat” diperluas menjadi “Platform” yang memungkinkan saluran komunikasi pemasaran memiliki jangkauan lebih luas, dengan Delima Cakery Sukabumi sebagai mitra sasaran utama. Metode pelaksanaan kegiatan dioperasionalisiasikan melalui sosialisasi, penyesuaian dan inovasi produk, evaluasi dan penyesuaian harga, menentukan platform digital utama sesuai dengan model bisnis dan karakteristik produk, dan memilih program promosi yang cocok. Hasil pelaksananan kegiatan, mampu meningkatkan kemampuan parktik pemasaran Delima Cakery Sukabumi secara online berbasis platform yang mengadopsi evolusi bauran pemasaran sehingga berpotensi dapat menumbuhkan ketahanan, antifragilitas dan daya saing usaha dalam lanskap bisnis zaman digital di era modern, yang diukur dari adanya kemampuan dalam melakukan pengembangan dan kesesuaian product, price, platform dan promotion
Co-Authors Aqsha, Muhammad Farhan Firmansyah, Deri Masduki Rahma Wahdiniwaty Syafei, M. Yani