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All Journal Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ilmiah Manajemen Kesatuan
Ferdiansyah, Erlangga
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Religion Humanities Economics, Econometrics & Finance Education Public Health Social Sciences

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BOJONG RANGKAS GO DIGITAL: EMPOWERING BAG ARTISANS THROUGH MSME PERSONA STRATEGY AND USER GENERATED CONTENT (UGC) Muniroh, Leny; Pasaribu, Popy Novita; Riany, Desmy; Wulandari, Berlina; Ferdiansyah, Erlangga; Natasya, Keysa Alfiani; Rahman, Azka Fadilah; Az-Zahra, Shasie Fatwa
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 9 No. 3 (2025): SEPTEMBER
Publisher : LPPM Univ. Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/abdidos.v9i1.3051

Abstract

The Bojong Rangkas Go Digital program was implemented as a community empowerment initiative for bag craftsmen SMEs in Bojong Rangkas Village, Ciampea District, Bogor Regency, who face limitations in digital marketing. Although these SMEs have stable production capacity, most still rely on conventional sales methods due to low digital literacy and the absence of strong brand identity strategies. To address these challenges, the program adopted a participatory approach through digital literacy training, the development of SME persona strategies, and the utilization of User Generated Content (UGC) by the local community. The activities were conducted in September 2025, involving 18 SME partners, students as facilitators, and local communities as digital content supporters. The results showed significant improvement in the use of social media as a promotional tool, with all SMEs successfully creating or optimizing their business accounts. The craftsmen were also able to produce simple product photos and videos, and compose promotional narratives aligned with their brand identities. Furthermore, the involvement of the local community in generating UGC expanded the marketing reach and increased consumer engagement. In conclusion, the combination of digital literacy, SME persona strategies, and UGC proved effective in strengthening the competitiveness of Bojong Rangkas bag SMEs. This program not only enhanced the technical skills of craftsmen but also fostered the creation of a sustainable community-based digital marketing ecosystem.
Drivers of Competitive Advantage and Marketing Performance In Bag MSMEs Muniroh, Leny; Azmia, Nora; Amaliatushalihah, Lelih; Ferdiansyah, Erlangga
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.4625

Abstract

The marketing performance of bag MSMEs in Bogor is a complex phenomenon and still faces challenges, such as limited resources, lack of digital technology utilization, and lack of effective partnerships. This makes it difficult for bag MSMEs to improve their competitive advantage and marketing performance. This study aims to analyze and empirically prove the influence of internal resources , digital marketing , and partnership strategies on competitive advantage and their implications for marketing performance in bag Micro, Small, and Medium Enterprises (MSMEs) in Bogor. The research approach uses a quantitative method with causality analysis. The population consists of 112 bag MSMEs, with a sample of 88 bag MSMEs. The instrument is a questionnaire with 47 valid and reliable indicators, analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.1.0.5. The results of the study indicate that internal resources and digital marketing significantly influence competitive advantage. Digital marketing is the dominant factor, emphasizing the importance of digital transformation in building competitiveness. Furthermore, marketing performance is significantly influenced by internal resources , digital marketing , and competitive advantage. However, partnership strategies do not have a significant effect, either directly or indirectly, on competitive advantage and marketing performance. The results of this study are expected to contribute to the marketing literature and provide practical implications for MSMEs in developing effective marketing strategies to improve marketing performance and competitive advantage.   Keywords: MSMEs, internal resources, digital marketing, partnership strategy, marketing performance
Co-Authors Amaliatushalihah, Lelih Az-Zahra, Shasie Fatwa Muniroh, Leny Natasya, Keysa Alfiani Nora Azmia Popy Novita Pasaribu Rahman, Azka Fadilah Riany, Desmy Wulandari, Berlina