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All Journal Jurnal Manajemen Bisnis Kewirausahaan Jipmas : Journal Inovasi Pengabdian Masyarakat
Riska Nadiya Salsabela
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Humanities Economics, Econometrics & Finance Social Sciences

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Dari Kearifan Lokal Menuju Pasar Global : Memanfaatkan Strategi Bisnis Berbasis Warisan Budaya untuk Pertumbuhan UMKM di Banyumas Puspita Lianti Putri; Riska Nadiya Salsabela
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2972

Abstract

This study explores how Micro, Small, and Medium Enterprises (MSMEs) in Banyumas utilize local wisdom as a business strategy to increase competitiveness in national and global markets. Using a qualitative case study approach, data were obtained through in-depth interviews, participant observation, and document review involving MSMEs with locally based cultural products. Thematic analysis identified four key themes highly relevant to MSME development: preservation and innovation of culturally based products, branding strategies through storytelling, digitalization for market expansion, and barriers to global marketing. This study demonstrates that integrating local culture can strengthen brand identity and provide additional appeal to consumers seeking authenticity and cultural value in products. Products such as batik, handicrafts, and Banyumas specialty foods can appeal to the global market if well-packaged and accompanied by stories that touch on cultural values. However, limited digital literacy and export regulations are significant obstacles to MSME market expansion globally. Therefore, stronger support from the government and the academic sector is needed to help MSMEs improve their understanding of digital marketing, improve export regulations, and create international networks. Synergy between MSMEs, the government, and academics is essential to design integrated strategies based on culture and technology to expand their market reach. This research contributes theoretically to the creative economy literature and provides practical guidance for the sustainable development of culture-based MSMEs, which can ultimately improve the competitiveness and welfare of MSMEs in Banyumas. Furthermore, this research also highlights the importance of utilizing digital technology as an integral part of MSME business strategies.
Optimalisasi Strategi Omnichannel: Membangun Keterampilan Pemasaran Digital Siswa SMK Negeri 1 Purwojati Putri, Puspita Lianti; Riska Nadiya Salsabela
Jurnal Inovasi Pengabdian Masyarakat Vol 2 No 1 (2025): JIPMAS : Journal Inovasi Pengabdian Masyarakat
Publisher : PT. Karya Inovatif Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65255/jipmas.v2i1.148

Abstract

Omnichannel digital marketing has become an increasingly popular strategy in modern business. This strategy integrates various marketing channels to provide a consistent and seamless experience for customers, both online and offline. The aim of this community service program is to optimize the digital marketing skills of students at SMK Negeri 1 Purwojati through the application of omnichannel strategies. This training program provides insights and practical skills in managing integrated marketing campaigns across various digital platforms. By combining theoretical and practical approaches, students are expected to understand the concept of omnichannel and implement it in real-world scenarios. Evaluations show that most students successfully understood and applied omnichannel marketing strategies in their projects. However, challenges include limited infrastructure and the lack of teacher expertise in this field. This program is expected to contribute to enhancing the preparedness of SMK Negeri 1 Purwojati students to face the workforce, which increasingly relies on omnichannel digital marketing.
Co-Authors Puspita Lianti Putri Putri, Puspita Lianti