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All Journal Journal of Educational Management Research BIMA : Journal of Business and Innovation Management
Muawanah , Umi
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Humanities Economics, Econometrics & Finance Education Social Sciences

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OPTIMALISASI STRATEGI DIGITAL MARKETING UNTUK PENINGKATAN VALUE ADDED PADA PEMULIHAN EKONOMI NASIONAL Wahid , Irfan; Sawitri , Dyah; Muawanah , Umi
BIMA : Journal of Business and Innovation Management Vol. 8 No. 2 (2026): Februari
Publisher : Prodi Manajemen Fakultas Ekonomi Bisnis Universitas Hasyim Asy'ari Tebuireng Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33752/bima.v8i2.11079

Abstract

Pandemi Covid-19 memberikan dampak signifikan terhadap penurunan pendapatan dan keberlangsungan Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia sehingga diperlukan strategi adaptif berbasis teknologi digital untuk menjaga daya saing usaha. Penelitian ini bertujuan menganalisis optimalisasi strategi digital marketing dalam meningkatkan value added UMKM serta implikasinya terhadap pemulihan ekonomi nasional. Metode penelitian menggunakan pendekatan kualitatif dengan studi kasus melalui teknik wawancara, angket, dan studi literatur. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial, marketplace, layanan antar daring, serta iklan digital mampu meningkatkan omzet UMKM pada kisaran 40%–87%, memperluas jangkauan pasar, memperkuat citra merek, serta meningkatkan interaksi pelanggan. Implementasi digital marketing terbukti memberikan nilai tambah baik secara finansial maupun non-finansial serta meningkatkan daya saing usaha di era digitalisasi. Temuan ini menegaskan bahwa strategi digital marketing menjadi instrumen penting bagi keberlanjutan UMKM dan berkontribusi signifikan terhadap proses pemulihan ekonomi nasional pascapandemi.
Service Innovation and Licensing Service Quality as Determinants of Business Operator Satisfaction Ernita; Rosidi; Muawanah , Umi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1741

Abstract

This study examines the influence of service innovation and licensing service quality on business operator satisfaction at the Investment and One-Stop Integrated Services Office (DPMPTSP) of Probolinggo Regency. The research employs a quantitative approach with a sample of 95 business operators who received licensing services. Data were collected through Google Forms questionnaires and analyzed using multiple linear regression with SPSS 25. The findings reveal that licensing service innovation does not significantly affect business operator satisfaction, while licensing service quality—comprising tangibles, reliability, responsiveness, assurance, and empathy—has a positive and significant impact on satisfaction. When examined simultaneously, both service innovation and service quality significantly influence business operator satisfaction. This study confirms that improving public service quality, particularly in aspects of reliability, responsiveness, assurance, empathy, and tangible evidence, is the primary factor in creating satisfaction among business operators in Probolinggo Regency.
Co-Authors Ernita Rosidi Sawitri , Dyah Wahid , Irfan