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All Journal LEBAH Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Febriyanti, Elina
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Peran Program Inkubator Bisnis Terintegrasi PLUT-KUMKM Untuk Mewujudkan UMKM Naik Kelas dan Berdaya Saing di Kabupaten Cilacap Hakim; Pamikatsih, Mutia; Latif, Elok Ainur; Suwono; Febriyanti, Elina
Lebah Vol. 19 No. 2 (2025): November: Pengabdian
Publisher : IHSA Institute

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Abstract

Pengabdian masyarakat ini bertujuan untuk mengembangkan UMKM kegitan ini berKolaborasi PLUT–KUMKM Kabupaten Cilacap serta 5 perusahaan yang ada dikabupaten Cilacap meliputi, PT. Pertamina, Bank Negara Indonesia, PT. PLN Persero/Indonesia Power, PT Sumber Segara Primadaya dan PT. Solusi Bangun Indonesia, melalui Program Inkubator Bisnis Terintegrasi yang bertujuan memperkuat kapasitas dan daya saing UMKM. Program ini mencakup berbagai kegiatan yang dirancang untuk memberikan pengetahuan dan keterampilan kepada mitra usaha UMKM tentang aspek-aspek Pelatihan legalitas usaha (Halal, P-IRT, BPOM, HAKI), Analisis bisnis model canvas dan SWOT, Pelatihan kemasan produk, Pelatihan branding produk, Pelatihan pembuatan konten digital dan foto produk, Optimalisasi media sosial (TikTok), Optimalisasi marketplace (Shopee), On boarding melalui grabfood/gofood/shopeefood, Pembukuan laporan akuntansi standar, Manajemen operasional usaha. Pelatihan ini di ikuti oleh 20 UMKM yang berasal dari Binaan 5 perusahaan yang ada dikabupaten Cilacap. Metode kegiatan ini dilakukan dengan melaksanakan pra inkubator, proses Inkubasi, Pelatihan dari narasumber berasal dari para praktisi, profesional dan akademisi, Tingkat keberhasilan kegiatan ini dinilai sangat berdampak bagi pengusaha UMKM, bisa dilihat dari transformasi pada bidang kemasan produk, aspek pemasaran sudah menggunakan digitalisasi, terhubung dengan akses pasar serta penyusunan laporan keuangan dengan menggunakan aplikasi. Program ini berhasil mencapai tujuannya dengan memberikan peserta pengetahuan, pemahaman, dan keahlian sehingga pengusaha UMKM menjadi kompetitif, berdaya saing dan NAIK KELAS
Pengaruh Digital Marketing, Inovasi Produk, dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran UMKM (Studi Kasus UMKM Binaan Rumah BUMN Cilacap) Febriyanti, Elina; Hakim, Hakim; Latif , Ainur
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 1 (2026): JANUARI -JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/tsw2ze11

Abstract

This study aims to analyze the influencedigital marketing, product innovation, and entrepreneurial orientation on the marketing performance of MSMEs fostered by Rumah BUMN Cilacap, both partially and simultaneously. The background of this research is based on the marketing performance of MSMEs fostered by Rumah BUMN Cilacap, which is not yet fully optimal despite having received various related training.digital marketing, product innovation, and entrepreneurship. This study uses a quantitative approach with an associative method. The population in this study were all MSMEs fostered by Rumah BUMN Cilacap. Sampling was determined using the Slovin formula with a total of 81 respondents. The data analysis method used was multiple linear regression. The results of the study indicate thatdigital marketinghas a positive effect on marketing performance, product innovation has a positive effect and is the most dominant variable influencing marketing performance, while entrepreneurial orientation does not have a significant effect on marketing performance. Simultaneously,digital marketing, product innovation, and entrepreneurial orientation influence marketing performance. The coefficient of determination (R²) value is 0.628, indicating that the independent variables are able to explain 62.8% of the variation in marketing performance. The results of this study indicate the importance of developing sustainable product innovation and optimizing marketing performance.digital marketingto improve the marketing performance of MSMEs and the need for the implementation of a more applicable entrepreneurial orientation in marketing strategies.
Co-Authors Elok Ainur Latif Hakim Hakim Hakim Latif , Ainur Mutia Pamikatsih SUWONO