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All Journal Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB) Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka
Astuti Wulandari
Sekolah Tinggi Ilmu Ekonomi Surakarta
Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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THE INFLUENCE OF DIGITAL MARKETING CAPABILITY AND BEHAVIORAL CUSTOMER RELATIONSHIP MANAGEMENT ON INCREASING SALES OF MSMEs: EMPIRICAL STUDY IN SURAKARTA CITY Muhammad Syihabuddin; Astuti Wulandari
Jurnal Terapan Ilmu Manajemen dan Bisnis Vol 8 No 1 (2025): JTIMB | Juni 2025
Publisher : Program Studi Magister Manajemen Universitas Advent Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58303/mcm7d349

Abstract

This study aims to analyze the influence of Digital Marketing Capability and Behavioral Customer Relationship Management (BCRM) on the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Surakarta, Indonesia. The research is motivated by the increasing need for MSMEs to adapt to digital transformation and to understand customer behavior in order to remain competitive. A quantitative approach was employed using survey data from 150 MSME owners, and the data were analyzed using multiple linear regression. The results show that both Digital Marketing Capability and Behavioral CRM have a positive and significant effect on sales improvement. Behavioral CRM has a stronger influence compared to Digital Marketing Capability, indicating that marketing strategies based on customer behavioral insights yield better performance outcomes. These findings are consistent with the Resource-Based View and Relationship Marketing Theory, and support previous studies emphasizing the importance of technology integration and customer relationship strategies. The managerial implication is that MSMEs should enhance their digital marketing capabilities and develop CRM systems that effectively utilize customer behavioral data. The study is limited to a specific geographic area and uses cross-sectional data; thus, future research is encouraged to adopt longitudinal designs and expand the study scope.
PENGEMBANGAN KAMPANYE DIGITAL UNTUK MENINGKATKAN BRAND EQUITY LEMBAGA KONSULTAN KEUANGAN FINOLOGI Muhammad Syihabuddin; Astuti Wulandari; Dika Puspitaningrum
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 01 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i01.2122

Abstract

This community service program aims to provide guidance in developing a digital campaign to strengthen the brand equity of the financial consulting firm Finologi. In the financial services industry, brand equity is a strategic factor that determines long-term success, as trust and credibility are the foundation of client relationships. However, Finologi faces challenges such as low brand awareness and a lack of service differentiation compared to competitors. Through this program, a series of activities were conducted, including initial observation, introduction to brand equity concepts, workshops on digital campaign strategies, and assistance in drafting a campaign plan. The focus was on enhancing the internal team’s understanding of brand awareness, brand association, perceived quality, and customer loyalty. The outcomes include an initial digital campaign plan consisting of financial education content, service storytelling, and distribution strategies for key platforms (LinkedIn, Instagram, TikTok, and the company website). With this guidance, Finologi is expected to independently implement its digital campaign to strengthen brand positioning, improve competitiveness, and build sustainable client relationships.
Co-Authors Dika Puspitaningrum Muhammad Syihabuddin