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

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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.
Co-Authors Dedi Karmana Desi Susanti Kartijo Machdi Sukmono Nenden Hendayani Silvy Kartikasari