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All Journal Jurnal Akademik Pengabdian Masyarakat Journal of Innovative and Creativity Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Septiannisa Paramita
Universitas Negeri Makassar
Computer Science & IT Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Strategi Pemasaran Digital dan Inovasi Produk: Pengaruhnya terhadap Kinerja UMKM di Kabupaten Buleleng Ni Luh Sinta Yani; Puji Novita Sari; Rahmawati Sarizki Habie; Septiannisa Paramita; Muhammad Ansar Anto
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4845

Abstract

Penelitian ini dilakukan untuk mengkaji pengaruh penerapan pemasaran digital serta inovasi produk terhadap kinerja pemasaran Usaha Mikro, Kecil, dan Menengah (UMKM) yang beroperasi di Kabupaten Buleleng, Provinsi Bali. Latar belakang penelitian ini berangkat dari kenyataan bahwa pertumbuhan jumlah UMKM yang pesat belum sepenuhnya diiringi dengan peningkatan kinerja pemasaran yang optimal, khususnya dalam aspek pemanfaatan media digital dan pengembangan produk yang inovatif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis regresi linier berganda, yang dirancang untuk menguji hubungan kausal antara variabel independen (pemasaran digital dan inovasi produk) terhadap variabel dependen (kinerja pemasaran). Sampel penelitian terdiri atas 52 pelaku UMKM aktif yang telah mengimplementasikan strategi digital marketing, dengan pengumpulan data dilakukan melalui penyebaran kuesioner dan pengolahan data menggunakan perangkat lunak SPSS for Windows versi 22.0. Hasil pengujian menunjukkan bahwa secara parsial, digital marketing memberikan pengaruh positif namun tidak terlalu kuat terhadap kinerja pemasaran, sedangkan inovasi produk menunjukkan pengaruh positif dan signifikan dengan kontribusi yang lebih dominan. Secara simultan, kedua variabel tersebut berpengaruh positif dan signifikan terhadap peningkatan kinerja pemasaran UMKM, dengan tingkat signifikansi sebesar 0,006 (< 0,05). Temuan ini menegaskan bahwa kombinasi antara strategi pemasaran digital yang tepat dan inovasi produk yang berfokus pada kebutuhan konsumen mampu meningkatkan efektivitas pemasaran, memperluas wawasan pasar, serta mempercepat adaptasi terhadap tren konsumen. Selain itu, sinergi kedua aspek ini juga memperkuat hubungan pelanggan, mendorong peningkatan penjualan, dan menumbuhkan loyalitas terhadap merek lokal. Dengan demikian, penelitian ini menyoroti pentingnya integrasi teknologi digital dengan inovasi berkelanjutan sebagai strategi utama untuk memperkuat daya saing dan meningkatkan kinerja pemasaran UMKM di era ekonomi digital saat ini.
Dampak Produk Impor Terhadap UMKM Lokal di Indonesia Septiannisa Paramita; Hikmayani Subur
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/s9wpw972

Abstract

This study aims to analyze the impact of imported products on local MSMEs in Indonesia through a qualitative literature review approach. Globalization and trade liberalization have increased the inflow of imported products that are more competitive in terms of price, quality, and variety, thereby creating pressure on the competitiveness of MSMEs.The findings show that the increasing presence of imported products has an impact on the declining demand for local products, which in turn leads to decreased sales, income, and business sustainability among MSMEs. In addition, changes in consumer preferences, along with the limited capacity of MSMEs in innovation, technology, and management, further weaken their position in global competition. Nevertheless, MSMEs still have opportunities to survive through improving product quality, innovation, and the use of digital technology. Government policy support is also needed to strengthen the competitiveness of MSMEs amid the flow of global trade.  
PKM Inovasi Pengolahan Tahu Hikmayani Subur; Septiannisa Paramita; Abdul Rajab; Irwandi Irwandi; Wahyu Muh. Syata
JURNAL AKADEMIK PENGABDIAN MASYARAKAT Vol. 4 No. 2 (2026): Maret
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/japm.v4i2.10404

Abstract

This community service activity aims to introduce food product innovation through the processing of tofu into Mozzarella Tofu as an effort to increase the economic value of local food ingredients and encourage community entrepreneurial skills. This activity was carried out through mentoring and guidance to participants in Bungoro District, Pangkajene and Kepulauan Regency for two weeks. The activity stages included an introduction to tools and materials, an explanation of the manufacturing process, hands-on practice of making Mozzarella Tofu, and an evaluation of the product results. The results of the activity showed that tofu can be developed into a more attractive, practical, and marketable food product by combining it with mozzarella cheese. This product has a savory taste, soft texture, and a melted cheese sensation that can attract the interest of consumers from various groups. In addition, the marketing strategy was designed using the 4P concept, namely product, price, place, and promotion, with direct sales and promotions through social media such as WhatsApp, Facebook, and Instagram. This activity implies that simple food innovations based on local food ingredients can increase creativity, entrepreneurial skills, and opportunities for developing culinary businesses in the community.
Co-Authors Abdul Rajab Hikmayani Subur Irwandi Muhammad Ansar Anto Ni Luh Sinta Yani Puji Novita Sari Rahmawati Sarizki Habie Wahyu Muh Syata