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Jusmawati Jusmawati
Universitas Yapis Papua, Indonesia
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Pelatihan Penggunaan Media Sosial dalam Pemasaran Produk UMKM di Jayapura Khusnul Khotimah; Jusmawati Jusmawati; Bambang Purwoko; Irwan Adam Labo
Jurnal Pesona Nusantara Vol. 2 No. 2 (2026): Vol.2 No.2 2026
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/peson.v2i2.32

Abstract

Pelatihan penggunaan media sosial dalam pemasaran produk UMKM di Jayapura bertujuan untuk meningkatkan pengetahuan dan keterampilan pelaku UMKM dalam memanfaatkan platform media sosial sebagai alat pemasaran yang efektif. Melalui pendekatan partisipatif, pelatihan ini dilaksanakan dalam dua sesi: pengantar teori pemasaran media sosial dan praktik langsung pembuatan konten pemasaran. Hasil evaluasi menunjukkan peningkatan signifikan dalam pemahaman peserta mengenai penggunaan media sosial, dengan peningkatan pengetahuan rata-rata sebesar 40%. Selain itu, pelatihan ini juga berhasil meningkatkan penjualan produk UMKM yang mengikuti pelatihan, dengan rata-rata peningkatan penjualan sebesar 28%. Hasil ini menunjukkan bahwa pemanfaatan media sosial dapat memberikan dampak positif terhadap pemasaran produk UMKM di Jayapura. Pelatihan ini memberikan kontribusi penting dalam pemberdayaan UMKM, meningkatkan daya saing mereka di pasar lokal dan global melalui pemanfaatan teknologi digital.
Analisis Proses Pengambilan Keputusan Pemasaran Digital pada Pelaku UMKM di Papua Jusmawati Jusmawati; Siti Nurhayati; Andrian Sah
Indo Green Journal Vol. 4 No. 2 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i2.217

Abstract

This study aims to analyze the digital marketing decision-making process of MSME actors in Papua and identify factors influencing their marketing strategies. A qualitative case study approach was employed, combining semi-structured interviews, participatory observation, and documentation of digital marketing materials. Findings indicate that digital marketing decisions are affected by internal factors such as digital literacy, data analysis capabilities, content creativity, and management capacity, as well as external factors including infrastructure, internet access, consumer characteristics, and logistics. MSMEs that align their digital strategies with internal capacities and external challenges demonstrate higher marketing effectiveness, including improved product visibility, consumer engagement, and sales. Adaptive strategies applied, such as collaboration with local influencers, daily promotion packages, educational content, flash sales, and posting frequency adjustments, reflect the MSMEs’ ability to overcome resource limitations. This study expands the literature on digital marketing and information systems by presenting a contextualized decision-making model for MSMEs in remote areas while providing practical implications for MSME actors, policymakers, and supporting institutions.
Analisis Proses Pengambilan Keputusan Pemasaran Digital pada Pelaku UMKM di Papua Jusmawati Jusmawati; Siti Nurhayati; Andrian Sah
Indo Green Journal Vol. 4 No. 2 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i2.217

Abstract

This study aims to analyze the digital marketing decision-making process of MSME actors in Papua and identify factors influencing their marketing strategies. A qualitative case study approach was employed, combining semi-structured interviews, participatory observation, and documentation of digital marketing materials. Findings indicate that digital marketing decisions are affected by internal factors such as digital literacy, data analysis capabilities, content creativity, and management capacity, as well as external factors including infrastructure, internet access, consumer characteristics, and logistics. MSMEs that align their digital strategies with internal capacities and external challenges demonstrate higher marketing effectiveness, including improved product visibility, consumer engagement, and sales. Adaptive strategies applied, such as collaboration with local influencers, daily promotion packages, educational content, flash sales, and posting frequency adjustments, reflect the MSMEs’ ability to overcome resource limitations. This study expands the literature on digital marketing and information systems by presenting a contextualized decision-making model for MSMEs in remote areas while providing practical implications for MSME actors, policymakers, and supporting institutions.
Co-Authors Andrian Sah Bambang Purwoko Irwan Adam Labo Khusnul Khotimah Siti Nurhayati