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All Journal Berajah Journal Mejuajua Strategic: Journal of Management Sciences
Andri Asmari
Universitas Sali Al-Aitaam
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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ANALISIS KOMPARATIF DIGITAL MARKETING DAN DIRECT SELLING DALAM PENINGKATAN VOLUME PENJUALAN PRODUK HIDROPONIK Andri Asmari; Desi Susanti
Strategic: Journal of Management Sciences Vol. 5 No. 3 (2025): Strategic Journal of Management Science
Publisher : Program Studi Magister Ilmu Manajemen Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/strategic.v5i3.392

Abstract

Objektif. Penelitian ini bertujuan untuk menganalisis secara komparatif efektivitas strategi digital marketing dan direct selling dalam meningkatkan volume penjualan produk hidroponik pada komunitas petani Baraja Hydrofarm – Central Hidroponik Bandung Selatan. Metode Riset. Penelitian dilakukan dengan pendekatan kualitatif menggunakan metode wawancara dan focus group discussion (FGD). Hasil. Hasil penelitian menunjukkan bahwa strategi digital marketing yang dilakukan melalui Shopee, Facebook, dan WhatsApp lebih berfungsi sebagai media branding daripada peningkatan penjualan, dikarenakan tingginya ongkos kirim dan tidak stabilnya ketersediaan produk. Sebaliknya, strategi direct selling terbukti lebih efektif dalam meningkatkan volume penjualan karena memungkinkan pelayanan langsung, bahkan untuk pembelian dalam jumlah kecil. Kesimpulan. Berdasarkan analisis SWOT dan hasil studi komparatif, direct selling lebih sesuai diterapkan pada kondisi aktual Baraja Hydrofarm yang memiliki kapasitas produksi terbatas dan jaringan distribusi lokal. Penelitian ini menyarankan penguatan jaringan distribusi lokal dan pemanfaatan digital marketing secara selektif dan terfokus.
ANALISIS PENGELOLAAN KEUANGAN UMKM BERBASIS LITERASI KEUANGAN: KAJIAN PUSTAKA UNTUK MENINGKATKAN KINERJA USAHA MIKRO Kartijo; Nenden Hendayani; Andri Asmari; Dedi Karmana; Silvy Kartikasari; Machdi Sukmono
Berajah Journal Vol. 6 No. 4 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v6i4.315

Abstract

This article aims to analyse the financial management of MSMEs based on financial literacy through a literature review, in order to explain its role in improving the performance of micro-enterprises. Financial literacy is understood as the ability of business owners to understand, assess and apply financial knowledge in business activities, including recording transactions, budgeting, cash flow management, the use of finance, and investment decision-making. A number of studies indicate that financial literacy contributes positively to improving the quality of MSME financial management, particularly in terms of financial planning, cost control, debt management, and the formulation of more rational business strategies. Through a literature review approach, this article examines various previous research findings that discuss the relationship between financial literacy, financial management, and MSME performance. The findings indicate that financial literacy influences the performance of micro-enterprises both directly and indirectly through financial management behaviour, access to financial resources, and the financial self-confidence of business owners. Furthermore, sound financial management has been shown to support operational efficiency, enhance profitability, strengthen business sustainability, and help MSMEs adapt more effectively to changes in the business environment. Consequently, financial literacy can be positioned as a strategic foundation for strengthening the managerial capacity of MSMEs. This article emphasises the importance of practical, contextual and sustainable financial education programmes to enable micro-enterprises to improve the quality of their financial management and achieve more optimal business performance.
Pendampingan Digital Marketing dan Social Commerce untuk Kesiapan Komersialisasi Produk Pertanian PKK Sukamulya Bandung Yesi Suhartini; Adrie Charviandi; Rizka Noristaman; Deasy Sandya; Andri Asmari; Yusnaini Yusnaini; Fitriani Fajar; Arif Nugraha K; Sucitra Zetira Nurcahya; Nabila Sukmawati Azhari; Aurora Putri Dharmayanti
Mejuajua: Jurnal Pengabdian pada Masyarakat Vol. 6 No. 1 (2026): Agustus 2026
Publisher : Yayasan Penelitian dan Inovasi Sumatera (YPIS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/mejuajuaj.abdimas.v6i1.420

Abstract

Limited land and rapid urban development in Sukamulya, Bandung, constrain community-based urban farming, while the 2024 community service program improved production capacity but left post-harvest marketing challenges. This 2026 follow-up program aimed to strengthen commercialization readiness through digital marketing and social commerce assistance. Twenty PKK RW 05 members participated in five meetings totaling 10 hours during July 2026. Activities combined Participatory Rural Appraisal, practical clinics, and pre-test and post-test evaluations covering branding, product photography and copywriting, social commerce, and business finance. Average scores increased from 25.00 to 85.00, with an N-Gain of 0.80. Participants developed a brand identity, labeled packaging, four product groups, two active social commerce channels, and eight promotional contents. Initial monitoring recorded 10 transactions from eight new customers, totaling approximately IDR 1,250,000. These results indicate improved digital marketing capacity and early commercialization readiness, while long-term sales growth and business sustainability require further monitoring after the program ended.
Co-Authors Adrie Charviandi Arif Nugraha K Aurora Putri Dharmayanti Deasy Sandya Dedi Karmana Desi Susanti Fitriani Fajar Kartijo Machdi Sukmono Nabila Sukmawati Azhari Nenden Hendayani Rizka Noristaman Silvy Kartikasari Sucitra Zetira Nurcahya Yesi Suhartini Yusnaini Yusnaini