Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal DEMAnD Jurnal Locus Penelitian dan Pengabdian
Purnamasari, Laelah
Unknown Affiliation
Aerospace Engineering Humanities Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Mathematics Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pemberdayaan Ekonomi Kreatif Berbasis Pariwisata Alam di Kawasan Dieng: Kolaborasi Strategis Fakultas Ilmu Manajemen (Kegiatan PkM) Kartika, Ika; Suhud, Usep; Sihotang, Doni Sugianto; Purnamasari, Laelah; Devita, Devita; Paddy, Paddy; Steven, Steven
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 10 (2025): : JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i10.4716

Abstract

Kawasan wisata alam Dieng, khususnya Telaga Warna dan Kawah Sikidang, menyimpan potensi besar dalam pengembangan ekonomi kreatif berbasis pariwisata. Namun, pelaku usaha lokal masih menghadapi tantangan dalam perencanaan usaha, strategi pemasaran, dan pengelolaan sumber daya manusia. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberdayakan pelaku ekonomi kreatif melalui pendekatan kolaboratif lintas bidang ilmu manajemen, yakni manajemen strategik, manajemen pemasaran, dan manajemen sumber daya manusia. Metode yang digunakan adalah partisipatif-edukatif, melalui observasi lapangan, wawancara, diskusi kelompok terarah, dan pendampingan dalam bentuk mini-workshop. Hasil kegiatan menunjukkan peningkatan kapasitas peserta dalam menyusun strategi usaha, mengembangkan pemasaran digital, serta memperkuat keterampilan layanan berbasis soft skills. Kebaruan program ini terletak pada integrasi tiga pendekatan manajerial secara kontekstual dan partisipatif dalam ekosistem wisata alam. Model kolaboratif ini memberikan kontribusi pada pemberdayaan masyarakat lokal serta berpotensi direplikasi pada kawasan wisata sejenis di Indonesia. Model kolaboratif ini memberikan kontribusi praktis pada pemberdayaan masyarakat lokal melalui peningkatan kapasitas nyata pelaku usaha, serta kontribusi akademik berupa model pemberdayaan berbasis kolaborasi strategik yang berpotensi direplikasi pada kawasan wisata sejenis di Indonesia. Implikasi penelitian mencakup rekomendasi program pendampingan berkelanjutan, digitalisasi terstruktur UMKM wisata, dan advokasi kebijakan pengembangan ekonomi kreatif berbasis potensi lokal.
Social Media Marketing Optimization to Increase MSME Brand Preference: Systematic Literature Review Purnamasari, Laelah; Rizan, Mohamad; Sebayang, Karuniana Dianta A.; Wibowo, Setyo Ferry
Digital Economic, Management and Accounting Knowledge Development (DEMAnD) Vol 6 No 1 (2024): June 2024
Publisher : Universitas Linggabuana PGRI Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46757/demand.v6i1.379

Abstract

This research discusses the importance of optimizing social media marketing strategy for Micro, Small, and Medium Enterprises (MSMEs) to increase brand preference and business success. By considering the characteristics of MSMEs such as size, industry, and experience in using social media, this research highlights several implications that can serve as guidelines for MSMEs in developing effective marketing strategies. In the modern business context, social media has become a very important tool in marketing. However, effective use of social media requires a strategy tailored to each business's characteristics and needs. Micro, Small, and Medium Enterprises (MSMEs) are a sector that needs the right strategy to utilize social media to increase brand preference and competitiveness. This study aims to explore the implications of MSME characteristics on the effectiveness of social media marketing strategies. By taking into account the size of the businesses, the industry in which they operate, and their level of experience in using social media, this study provides deep insights into how MSMEs can optimize their use of social media. One important implication is the need to develop a marketing strategy that is tailored to the needs and target audience of MSMEs. Quality content, active interaction with the audience, effective use of advertising, and continuous data analysis are key factors that MSMEs should consider in designing their social media marketing strategy. The results of this study can provide practical guidance for MSMEs in developing more effective marketing strategies and increasing their business success through social media. By understanding the implications of their characteristics, MSMEs can better utilize the full potential of social media to achieve marketing goals and increase brand preference in an increasingly competitive market
Co-Authors Devita Devita Ika Kartika Karuniana Dianta Arfiando Sebayang Mohamad Rizan Paddy, Paddy Setyo Ferry Wibowo SIHOTANG, DONI SUGIANTO Steven Steven Usep Suhud