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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Ekonomi, Akutansi dan Manajemen Nusantara
Asriyani Amrullah
Universitas Negeri Makassar
Automotive Engineering Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Social Sciences

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Pengembangan Kapasitas Karyawan UMKM Melalui Pemasaran Berbasis Komunitas dan Pengaruhnya Terhadap Keunggulan Bersaing Asriyani Amrullah; Andi Reski Nurhikmah; Siti Nardiyah Muhrami
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 3 (2025): November 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i3.4346

Abstract

This study aims to analyze the development of MSME employees’ capacity through community-based marketing and its influence on competitive advantage in the digital era. As the backbone of Indonesia’s economy, MSMEs face challenges in human resource quality, particularly in digital literacy and marketing skills. Adopting a descriptive qualitative approach, this research was conducted among MSMEs in Makassar City that actively use social media to engage with customer communities. Data were collected through in-depth interviews, participatory observations, and documentation, then analyzed thematically using NVivo software. The findings demonstrate that enhancing employees’ skills in digital literacy, communication, and community data analysis significantly contributes to customer loyalty, product innovation, as well as brand differentiation and identity. Community-based marketing not only fosters stronger emotional relationships with customers but also improves marketing efficiency through word-of-mouth and accelerates innovation cycles through co-creation practices. These results suggest that MSMEs’ competitive advantage is multidimensional, shaped by the synergy between human resource capacity development, digital community management, and dynamic capabilities in adapting to market changes. Furthermore, this study highlights the role of digital platforms as enablers of sustainable marketing practices, reinforcing MSMEs’ adaptability and resilience in the globalized marketplace. Consequently, the study contributes to digital marketing literature and offers practical recommendations for MSMEs, including continuous employee training, collaborative innovation, and strategic use of social media, to sustain competitiveness in increasingly dynamic and globalized business environments.
Reorientasi Strategis dalam Ketidakpastian: Peran Mediasi Orientasi Profitabilitas dalam Membangun Ketahanan UMKM Asriyani Amrullah; Mildayanti Mildayanti; Dwiyanti Dwiyanti; Sudarmi Sudarmi
Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Vol. 5 No. 1 (2026): Edisi Mei - Agustus In Progress
Publisher : Utiliti Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jeama.v5i1.767

Abstract

Penelitian ini bertujuan menganalisis mekanisme transformasi UMKM dari fokus pertumbuhan menuju profitabilitas untuk membangun ketahanan di tengah tekanan ekonomi. Menggunakan desain kuantitatif dengan sampel 152 UMKM sektor konsumen di Indonesia, data dianalisis menggunakan PLS-SEM. Hasil menunjukkan tekanan ekonomi secara signifikan mendorong orientasi profitabilitas (β = 0,38; p < 0,001) yang memediasi penuh hubungan terhadap ketahanan (β = 0,18). Pergeseran perilaku konsumen terbukti memperkuat reorientasi ini (β = 0,17). Ketahanan bukan respons otomatis, melainkan hasil rekonfigurasi sumber daya yang disengaja melalui disiplin margin dan efisiensi. Penelitian ini bertujuan menganalisis bagaimana tekanan ekonomi memengaruhi ketahanan UMKM melalui mekanisme reorientasi strategis berbasis profitabilitas. Studi ini didasarkan pada Resource-Based View (RBV) dan logika trade-off pertumbuhan–profitabilitas. Data dikumpulkan dari 152 UMKM sektor konsumen di Indonesia menggunakan survei terstruktur dan dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa tekanan ekonomi berpengaruh signifikan terhadap orientasi profitabilitas ( β = 0,38; p < 0,001), yang selanjutnya berpengaruh signifikan terhadap ketahanan (β = 0,47; p < 0,001). Orientasi profitabilitas terbukti memediasi secara penuh hubungan antara tekanan ekonomi dan ketahanan (β tidak langsung = 0,18; CI [0,11–0,27]). Selain itu, pergeseran perilaku konsumen memperkuat hubungan antara tekanan ekonomi dan orientasi profitabilitas (β = 0,17; p < 0,01). Temuan ini menunjukkan bahwa ketahanan UMKM tidak terbentuk secara langsung dari tekanan eksternal, melainkan melalui transformasi strategis yang berorientasi pada profitabilitas. Implikasi penelitian menekankan pentingnya penguatan kapabilitas manajerial UMKM dalam pengelolaan profitabilitas untuk menghadapi ketidakpastian ekonomi.
Co-Authors Andi Reski Nurhikmah Dwiyanti Dwiyanti Mildayanti Mildayanti Siti Nardiyah Muhrami Sudarmi Sudarmi