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All Journal KREATIF: Jurnal Pengabdian Masyarakat Nusantara Widya Cipta : Jurnal Sekretari dan Manajemen
Ahmad Taufiqurrahman Asy’ari
Universitas Negeri Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Optimalisasi Manajemen Usaha pada Industri Jasa Penataan Rambut Crown Barbershop Ahmad Taufiqurrahman Asy’ari; Abdullah As Shoib; Agus Hermawan; Agung Winarno
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 5 No. 4 (2025): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v5i4.8826

Abstract

Crown Barbershop is an SME engaged in men's hair care and styling services in Cerme, Gresik, which has only been operating since June. This study aims to analyze the strengthening of Crown Barbershop's competitiveness through marketing optimization, service quality improvement, human resource management, and financial system improvement. The research method used is descriptive qualitative through observation and direct interviews with the business owner. The results show that digital marketing based on Instagram and TikTok needs to be optimized with more creative content strategies. In addition, service quality improvement through consistent operational standards also needs to be implemented. In terms of HR, barber skill training is essential to keep up with the latest hairstyle trends. Meanwhile, in the financial aspect, a more structured recording system is needed to ensure business sustainability. This study concludes that the synergy of these four managerial aspects can increase the competitiveness of Crown Barbershop amid increasingly competitive barbershop industry competition.
Improving the Success of Culinary MSMEs through Product Innovation, Social Capital, and Digital Marketing: A Competitive Advantage Approach Ahmad Taufiqurrahman Asy’ari; Naswan Suharsono; Madziatul Churiyah
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 10 No. 1 (2026): March
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v10i1.11576

Abstract

The increasingly competitive business environment encourages micro and small enterprises (MSEs) in the culinary sector to adapt through product innovation, strengthening social networks, and utilizing digital marketing to enhance business success. This study aims to analyze the effects of product innovation, social capital, and digital marketing on the business success of culinary-sector MSEs in Gresik Regency, as well as the role of competitive advantage as a mediating variable. This study employs a quantitative approach using a survey method and involves 377 respondents who are culinary MSE owners in Gresik Regency. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) with SmartPLS 4. The results indicate that product innovation, social capital, and digital marketing have positive and significant effects on the business success of MSEs. Furthermore, these three variables also have positive and significant effects on competitive advantage. Competitive advantage is proven to have a positive and significant effect on business success and partially mediates the influence of product innovation, social capital, and digital marketing on business success. These findings confirm that the business success of MSEs depends not only on the availability of resources and marketing activities, but also on entrepreneurs’ ability to manage and transform innovation, social networks, and the use of digital marketing into sustainable competitive advantages that align with local market characteristics. This study provides practical implications for MSE owners and stakeholders in formulating integrated business development strategies to enhance competitiveness and business success in the culinary MSE sector.
Co-Authors Abdullah As Shoib Agus Hermawan Madziatul Churiyah Naswan Suharsono