Publication Search

Grobbak Korea merupakan salah satu UMKM yang ada di Kota Salatiga yang membutuhkan pendampingan dalam pemanfaatan media sosial dan platform online untuk meningkatkan pemasaran digitalnya. Permasalahan utama adalah kurangnya pemanfaatan media digital secara optimal, serta tidak adanya strategi konten yang konsisten dan terarah. Kegiatan pendampingan dilakukan pada tanggal 27 April 2025 - 9 Juni 2025. Media sosial yang dikembangkan antara lain melalui Instagram dan TikTok. UMKM Grobbak Korea juga melakukan promosi produk Grobbak Korea melalui Website dan Linktree. Dari kegiatan yang dilakukan terbukti dapat membantu memberikan dampak positif dalam pemasaran UMKM. Aktivitas seperti pengaktifan kembali akun media sosial, pembuatan konten terjadwal, pengunggahan foto produk serta pembuatan Website dan Linktree tersebut mampu meningkatkan interaksi dengan pelanggan. Peningkatan jumlah pengikut Instagram dan video konten di platform TikTok telah menunjukkan bahwa media sosial menjadi solusi efektif pemasaran digital bagi UMKM.

Usaha Mikro Kecil dan Menengah (UMKM) memiliki peran krusial dalam perekonomian Indonesia, namun masih menghadapi kendala dalam aspek pemasaran dan branding produk. Salah satu tantangan yang dihadapi oleh UMKM di Desa Kalipucang Wetan, Kecamatan Welahan, adalah minimnya inovasi dalam desain kemasan serta kurangnya pemanfaatan strategi pemasaran digital. Penelitian ini bertujuan untuk meningkatkan daya tarik produk UMKM, khususnya Kerupuk Lala 73, dengan mengembangkan desain kemasan yang lebih menarik serta menerapkan strategi digital marketing. Metode yang digunakan dalam kegiatan pengabdian masyarakat ini mencakup observasi, pendampingan, pelatihan, dan evaluasi terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa pembaruan pada desain label dan kemasan mampu meningkatkan daya tarik produk, sedangkan pemanfaatan platform digital seperti TikTok, Facebook, dan marketplace lainnya berhasil memperluas jangkauan pasar. Dengan strategi pemasaran digital yang tepat, produk UMKM berpotensi lebih dikenal luas dan memiliki peluang yang lebih besar dalam meningkatkan penjualan.

The rapid development of digital technology has significantly transformed marketing strategies, particularly in the micro, small, and medium enterprises (MSMEs) sector, including Mitra Baker Old Lambang Sari, which strives to expand its market reach and enhance competitiveness through the adoption of digital marketing. Digital marketing today functions not only as a promotional tool but also as an interactive medium that shapes customer experience at every stage of the consumer journey. This study aims to analyze the extent to which digital marketing strategies and customer experience contribute to consumer purchase intention for Mitra Baker Old Lambang Sari products. A quantitative research design was applied using a survey method, with questionnaires distributed to 100 respondents. The collected data were analyzed using SPSS version 25 through partial tests, simultaneous tests, and the coefficient of determination. The partial test results revealed that both digital marketing strategies and customer experience individually exert a positive and significant influence on purchase intention, as evidenced by a significance value of 0.000 (< 0.05) and t-values exceeding the critical t-table values. Furthermore, the simultaneous test confirmed that the two variables jointly have a significant effect, supported by an F-value of 108.003, which is greater than the F-table value of 3.09, and a significance level of 0.000. The coefficient of determination (R Square) was 0.690, indicating that 69% of the variation in consumer purchase intention is explained by digital marketing strategies and customer experience, while the remaining 31% is influenced by other factors not examined in this study. These findings highlight that implementing effective digital marketing strategies alongside delivering high-quality customer experiences is crucial for enhancing consumer purchase intention in MSMEs within the digital era.

This research presents a phenomenological inquiry aimed at deconstructing the conventional marketing paradigm and offering a deeper understanding of alternative practices. It specifically explores the anti-marketing strategy grounded in Islamic values as implemented at Warung Jendil Mbah Yamah, a traditional micro, small, and medium enterprise (MSME) located in Blitar, East Java. Employing a qualitative approach combined with a phenomenological method, the study gathered rich and nuanced data through several techniques, including in-depth interviews with nine carefully selected informants, participatory observation over an extended period, and systematic documentation studies. The thematic data analysis conducted by the researchers revealed that the warung’s anti-marketing strategy rests firmly on three interconnected pillars: (1) a strong reliance on organic word-of-mouth  communication rather than paid advertising, (2) the deliberate creation of an authentic, personal, and inclusive customer experience that builds emotional bonds with visitors, and (3) the consistent integration of Islamic ethical values into every aspect of business operations. These findings provide a meaningful theoretical contribution by synthesizing the concepts of anti-marketing and Islamic entrepreneurship into a new model of “authentic marketing,” where ethical and spiritual values serve as the strategic foundation for long-term sustainability. In practical terms, the results offer guidance for the broader development of MSMEs in Indonesia, showing that authenticity, ethical commitment, and adherence to core values can represent a stronger and more sustainable competitive advantage than conventional promotional strategies.

The increasing number of coffee shops in the modern era, especially in developing cities such as Cilegon, has triggered increasingly competitive market conditions. Dream Coffee, as a newly established coffee shop, faces challenges in introducing its brand and attracting consumer attention amid the dominance of more established coffee shops. This study aims to examine the marketing communication strategies implemented by Dream Coffee and to identify the factors that support and hinder the process of building brand awareness among its consumers.This research employs a qualitative approach, focusing on gaining an in-depth understanding of the social phenomena occurring at Dream Coffee through descriptive data collection and direct interaction. Data were collected using structured interviews, direct observation, and documentation involving the owner, internal consultant, employees, and customers or consumers.The findings indicate that Dream Coffee utilizes various elements of Integrated Marketing Communication (IMC), including advertising, personal selling, word-of-mouth marketing, sales promotion, and events and experiences. The main supporting factors are consistent and targeted communication, internal team solidarity, and an appealing visual brand identity. Meanwhile, challenges include limited physical facilities and a market reach that has not yet been maximized. Overall, it can be concluded that Dream Coffee successfully implements effective marketing communication strategies not only digitally but also in building brand awareness and creating emotional engagement with consumers.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This study aims to analyze the implementation of health education as an integrated marketing strategy for probiotic products through social media at PT Yakult Indonesia Persada. Health education is increasingly recognized as a strategic approach in value-based marketing, where companies offer not only products but also knowledge and added value for consumer well-being. The research employed a qualitative descriptive method using field observation, interviews with marketing staff, and a literature review of related studies. The findings indicate that PT Yakult Indonesia Persada successfully incorporates health education into its marketing activities through the Yakult Lady program, school visits, health seminars, factory tours, and interactive digital content on social media platforms. These strategies have proven effective in raising consumer awareness of digestive health, strengthening brand image, and maintaining customer loyalty. The study highlights the crucial role of social media integration in reaching younger demographics, fostering engagement, and amplifying educational messages. The consistent delivery of educational content, supported by visual storytelling and personalized approaches, has contributed significantly to Yakult’s sustainable growth in the Indonesian probiotic market. Theoretically, this study enriches the discourse on digital marketing and health communication, while practically, it offers insights for companies seeking to align promotional strategies with consumer education and public health improvement.

Semarang City, as one of Indonesia's leading tourist destinations, faces challenges in enhancing its appeal through effective digital marketing strategies. This Community Service (PKM) program aims to provide mentoring and training to tourism managers and MSMEs around six leading destinations: Lawang Sewu, Sam Poo Kong Temple, the Old Town area, Saloka Theme Park, the Grand Mosque of Central Java, and Gedong Songo Temple. The program focuses on strengthening the capacity of the community and tourism managers to utilize digital technology as a promotional tool and to increase competitiveness. The PKM implementation method includes Focus Group Discussions (FGDs), digital marketing training, and intensive mentoring in content creation and online platform utilization. Furthermore, this program utilizes surveys, interviews, and secondary data analysis from various sources to strengthen the design of a digital promotion strategy based on local potential. A participatory approach is implemented so that the community, tourism managers, and MSMEs are actively involved in the planning and evaluation process of the program.

The silver craft center in Sukawati District, Gianyar Regency, Bali faces significant challenges related to product marketing in the digital era. A heavy reliance on offline sales through exhibitions and tourists has resulted in slim profit margins for artisans, making their economic conditions highly vulnerable to fluctuations in visitor numbers. Additionally, silver artisans face difficulties in managing digital marketing, including limitations in writing attractive product descriptions, lack of understanding of product photography, and insufficient skills in managing social media and online stores. This situation adversely affects market reach, especially for international consumers who cannot access these products directly. To address these issues, the Japanese Literature Study Program at Mahasaraswati University Denpasar collaborated with Shitennoji University, Osaka, to conduct a community service program focused on mentoring digital marketing for silver craft products targeting the Japanese market, particularly with Yanyan Silver, one of the cooperative partners. The community service activities lasted for two months, beginning with observation and situation analysis on June 14, 2025, and concluding with evaluation at the end of August 2025. The Participatory Action Research (PAR) approach enabled active participation from artisans in every stage of the activity, from problem identification, planning, implementation, to evaluation. This approach ensures that the solutions produced are tailored to local needs and context. The marketing strategy employed used an integrated marketing mix covering product, price, promotion, and distribution through digital platforms. This facilitated easier customer access in Japan and enhanced Yanyan Silver’s brand awareness. These efforts positively impacted expanding market reach, improving the economic stability of artisans, and strengthening the competitiveness of silver craft products internationally, especially in the Japanese market.

Masalah pengelolaan sampah di Kota Semarang  semakin meningkat menuntut adanya solusi berbasis masyarakat.  Progran Pengabdian Kepada Masyarakat berbasis kemitraan  bertujuan mengoptimalkan peran Bank Sampah Adi Dharma RW 06 Kelurahan Sendangguwo dalam mengolah sampah anorganik menjadi kerajinan bernilai ekonomi. Metode yang digunakan adalah Participatory Action Research melalui tahapan sosialisasi, pelatihan produksi, pendampingan, serta penguatan manajemen usaha dan pemasaran digital. Hasil penelitian menunjukkan peningkatan partisipasi masyarakat melalui aplikasi SampahKu, efisiensi produksi yang lebih tinggi dengan penerapan teknologi tepat guna, serta diversifikasi produk kerajinan yang semakin beragam. Program ini juga mendorong terbentuknya modal sosial, perubahan perilaku warga terhadap sampah, serta penurunan volume sampah yang dibuang ke TPA. Secara keseluruhan, hasil ini membuktikan bahwa integrasi Ipteks  mampu mendorong transformasi sosial, ekonomi, dan lingkungan secara berkelanjutan di tingkat komunitas.

Permasalahan sampah di Kota Semarang semakin mendesak dengan produksi harian mencapai 1.200 ton. Penelitian pengabdian masyarakat ini bertujuan meningkatkan kapasitas Bank Sampah Maju Lestari dalam pengelolaan sampah anorganik melalui pelatihan daur ulang, pengembangan desain produk, manajemen usaha, pemasaran digital, dan penggunaan teknologi tepat guna. Metode pelaksanaan menggunakan pendekatan partisipatif dengan tahapan sosialisasi, pelatihan, penerapan teknologi, pendampingan, dan evaluasi berkelanjutan. Hasil pengabdian menunjukkan peningkatan kualitas produk, efisiensi pengelolaan sampah, partisipasi aktif masyarakat, pembentukan local leader, dan kesadaran baru terhadap pengelolaan sampah sebagai sumber ekonomi. Program ini berhasil memperkuat struktur organisasi, mengembangkan unit usaha berkelanjutan, serta mendorong transformasi sosial, ekonomi, dan lingkungan di Kampung Lestari.

This research is motivated by the importance of marketing communication strategies for micro, small, and medium enterprises (MSMEs) in building brand image amid the increasingly competitive beauty industry. MSMEs are required to optimize various communication channels effectively to remain competitive and attract consumers. The purpose of this study is to analyze the implementation of marketing communication strategies carried out by Naza Makeup, an MSME in Bogor City, and to evaluate their effectiveness in strengthening brand image. This study employs a qualitative approach using a literature review method, in which data were obtained through an exploration of scientific journals, books, and other relevant academic sources published within the last five years. The findings show that Naza Makeup has attempted to utilize social media, particularly Instagram, as its primary promotional tool, while also relying on word-of-mouth to expand its consumer reach. However, the implementation of these marketing communication strategies has not been fully integrated with the principles of integrated marketing communications. Gaps between theory and practice remain evident, especially in terms of message consistency, market research, and strategic collaboration. These shortcomings limit the effectiveness of communication in strengthening brand image. The results emphasize the need for a more structured, sustainable, and data-driven communication strategy to build a strong and competitive brand image. Furthermore, developing collaborations with influencers, communities, and other industry players is strongly recommended to enhance competitiveness. Therefore, this study provides practical contributions for MSMEs, particularly in the beauty sector, in designing effective marketing communication strategies that support long-term sustainability.

Afrianto, A., Parjito, P., Rahma, E. A., & ... (2023). Rintisan desa cerdas: Penguatan literasi digital bagi Karang Taruna Neba. Prosiding Seminar.... https://e-journal.unmas.ac.id/index.php/senadiba/article/view/8417 Akbarinasasi, A., & Panduwinata, L. F. (2023). Pengaruh pengetahuan kewirausahaan, social skill, dan peluang usaha terhadap keberhasilan usaha angkringan. Nomicpedia: Journal of .... https://journal.inspirasi.or.id/nomicpedia/article/view/232 Anisti, A., Sidara, S., Veranus, V., & Imran, M. S. (2024). Tantangan literasi digital generasi Z: Kajian systematic literature review. Media Bahasa, Sastra, dan Budaya Bahana, 30(2), 152–161. https://doi.org/10.33751/wahana.v30i2.11870 Aribawa, D. (2016). Pengaruh literasi keuangan terhadap kinerja dan keberlangsungan UMKM di Jawa Tengah. Jurnal Siasat Bisnis, 20(1), 1–13. https://doi.org/10.20885/jsb.vol20.iss1.art1 Erstiawan, M. (2021a). Good corporate governance penyelenggara pendidikan dalam perspektif agency theory. Majalah Ekonomi, 26(1), 40–51. https://doi.org/10.36456/majeko.vol26.no1.a3952 Erstiawan, M. (2021b). Kepatuhan emiten dalam taksonomi extensible business reporting (XBRL). CAPITAL: Jurnal Ekonomi dan Manajemen, 5(1), 71–85. https://doi.org/10.25273/capital.v5i1.10308 Erstiawan, M. S. (2024). Menggali potensi diri bisnis santripreneur berbasis bimbingan teknis. ADIMA Jurnal Awatara Pengabdian Kepada Masyarakat, 2(4), 11–18. https://doi.org/10.61434/adima.v2i4.238 Erstiawan, M. S., & Y. R. (2022). Implikasi corporate social responsibility dalam perspektif akuntansi pada subsektor telekomunikasi. Jurnal Sosial Sains, 2(2), 385–396. https://doi.org/10.36418/sosains.v2i2.343 Erstiawan, M. S., et al. (2021). Efektivitas strategi pemasaran dan manajemen keuangan pada UMKM roti. Dikemas, 5(1), 57–61. https://doi.org/10.32486/jd.v5i1.574 Hodsay, Z. (2021). Pengaruh manajemen keuangan keluarga dan hasil belajar kewirausahaan pada era pandemi Covid-19 terhadap motivasi berwirausaha. Jurnal Neraca: Jurnal Pendidikan dan Ilmu Ekonomi Akuntansi, 5(1), 91–103. https://doi.org/10.31851/neraca.v5i1.5890 Kartini, T. M., Suhendra, S., Tan, E., & ... (2024). Pelatihan pengelolaan SDM di era digital pada Karang Taruna dan usaha kecil di Provinsi Jawa Barat. SABAJAYA Jurnal .... https://journal.sabajayapublisher.com/index.php/jpkm/article/view/346 Mendari, A. S., & F. S. (2019). Hubungan tingkat literasi dan perencanaan keuangan. Jurnal Moduk, 31(2), 227–240. Naufal, H. A. (2021). Literasi digital. Perspektif, 1(2), 195–202. https://doi.org/10.53947/perspekt.v1i2.32 Nurcahyawati, V., Wulandari, S. H. E., & Sutomo, E. (2020). Penerapan urun daya berbasis internet untuk pemenuhan bahan baku pada usaha kecil menengah (UKM) batik Sidoarjo dan UKM Mekar Sari Surabaya. Jurnal Pengabdian Kepada Masyarakat, 26(2), 84. https://doi.org/10.24114/jpkm.v26i2.16829 Oetama, S. (2022). Orientasi kewirausahaan terhadap keunggulan dalam bersaing. Google Books. https://books.google.com/books?hl=en&lr=&id=L1h-EAAAQBAJ Poerna Wardhanie, A., Naufal, A. Z., & Eko Wulandari, S. H. (2021). Perancangan strategi digital marketing dengan metode RACE pada layanan online food delivery berdasarkan perilaku pelanggan generasi Z. Journal of Technology and Informatics (JoTI), 3(1), 1–11. https://doi.org/10.37802/joti.v3i1.187 Rahmawati, E., Wardhanie, A. P., Wulandari, S. H. E., & Effendi, P. M. (2023). Pelatihan perancangan prototype aplikasi pemasaran untuk mendukung keikutsertaan Gen Z pada festival inovasi dan kewirausahaan siswa Indonesia (FIKSI). Jurnal Abdi Insani, 10(2), 1002–1011. https://doi.org/10.29303/abdiinsani.v10i2.939 Rinaldi, M., & Ramadhani, M. A. (2024). Peningkatan literasi perpajakan dalam kalangan UMKM: Langkah menuju kemandirian finansial. Eastasouth Journal of Effective Community Services, 2(03), 158–169. https://doi.org/10.58812/ejecs.v2i03.240 Sagirani, T., Effendi, P. M., Erstiawan, M. S., Eko Wulandari, S. H., & Rahmawati, E. (2025). AI untuk siswa: Pendekatan experimental learning dalam pengenalan artificial intelligence di tingkat SMA. Jurnal Pengabdian Masyarakat (ABDIRA), 5(3), 1014–1025. https://doi.org/10.31004/abdira.v5i3.846 Sagirani, T., Nugroho, L. E., Santosa, P. I., & Kumara, A. (2015). User experience model in the interaction between children with special educational needs and learning media. 2015 2nd International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE), 72–75. https://doi.org/10.1109/ICITACEE.2015.7437773 Septiani, R. N., & W. E. (2020). Pengaruh literasi keuangan dan inklusi keuangan terhadap kinerja UMKM di Sidoarjo (Doctoral dissertation, Udayana University). https://doi.org/10.24843/EJMUNUD.2020.v09.i08.p16 Slamet, S., & Sagirani, T. (2024). Peningkatan kesiapan kerja siswa SMK melalui pengembangan soft skills di SMKN 1 Sambeng Lamongan. Tekmulogi: Jurnal Pengabdian Masyarakat, 4(2), 79–90. Soebijono, T., & E. M. (2020). Peranan revolusi industri 4.0 terhadap mutu pendidikan sekolah menengah kejuruan jurusan akuntansi. Jurnal Bisnis Perspektif, 12(2), 115–122. https://doi.org/10.37477/bip.v12i2.97 Wardhanie, A. P., Kartikasari, P., & Wulandari, S. H. E. (2019). Analisis penggunaan media internet pada usaha mikro kecil menengah (UMKM) Jawa Timur untuk menembus pasar global dengan metode O2O. Jurnal Bisnis Terapan, 3(02), 179–188. https://doi.org/10.24123/jbt.v3i02.2513 Wulandari, S., & Rahmah, M. (2020). A survey on crowdsourcing awareness in Indonesia micro small medium enterprises. IOP Conference Series: Materials Science and Engineering, 769, 012016. https://doi.org/10.1088/1757-899X/769/1/012016

The rapid development of affiliate marketing on social media necessitates strategies that effectively build audience trust and engagement. This study aims to analyze the application of visual storytelling and soft selling strategies in TikTok affiliate content, using a case study of 20 videos by Reizuka Ari. The research method employs qualitative content analysis, focusing on visual elements, personal narratives, audience interaction, and their relevance to engagement and trust building theories. The findings show that the use of personal visual storytelling, honest personal experience narratives, and soft selling without pressure significantly enhance emotional engagement and audience trust. Authentic testimonials, relevant captions and hashtags, as well as unobtrusive placement of affiliate links, maximize reach and conversion potential. These findings underscore the importance of content personalization in the success of affiliate marketing on short-video platforms like TikTok.

Pengelolaan persediaan pada bisnis penjualan suku cadang motor sering menghadapi tantangan ketidakseimbangan stok akibat kurangnya pemahaman terhadap pola pembelian konsumen. CV FOLC MORA, sebagai salah satu pengecer sparepart di Palembang, mengalami ketidakefisienan dalam pengendalian stok yang dapat mengakibatkan biaya penyimpanan berlebih atau hilangnya peluang penjualan ketika barang populer tidak tersedia. Kebaruan dari penelitian ini terletak pada konteks penerapan algoritma Apriori yang difokuskan pada skala usaha mikro, kecil, dan menengah (UMKM) penjualan suku cadang motor, yang relatif jarang dieksplorasi pada penelitian terdahulu yang umumnya menitikberatkan pada e-commerce berskala besar. Selain itu, penelitian ini tidak hanya menghasilkan analisis pola pembelian, tetapi juga mengintegrasikan hasil tersebut ke dalam dashboard interaktif berbasis Streamlit yang memudahkan pelaku UMKM dalam melakukan pemantauan stok dan perencanaan pembelian. Kombinasi konteks UMKM dan pemanfaatan dashboard analitik inilah yang menjadi nilai kebaruan sekaligus kontribusi praktis penelitian ini. Penelitian ini bertujuan untuk menganalisis pola pembelian menggunakan algoritma Apriori guna mendukung pengambilan keputusan dalam optimalisasi stok dan peningkatan penjualan. Metode yang digunakan adalah CRISP-DM (Cross-Industry Standard Process for Data Mining) yang terdiri dari enam tahapan: pemahaman bisnis, pemahaman data, persiapan data, pemodelan, evaluasi, dan implementasi. Data transaksi penjualan yang dianalisis berasal dari periode Januari hingga April 2025, dengan total 1.550 transaksi dan 6.478 data item. Pengolahan data dilakukan menggunakan Python dengan bantuan pustaka Pandas dan MLxtend, sedangkan hasil analisis disajikan melalui dashboard interaktif berbasis Streamlit. Algoritma Apriori menghasilkan keterkaitan kuat antar produk, seperti “Ban Luar Swallow 80/90-17” dan “Velg TK Excel Rim” dengan nilai support 1%, confidence 76%, dan lift 2,15. Temuan ini menjadi dasar penyusunan strategi bundling produk dan keputusan restok barang. Dashboard yang dikembangkan memudahkan pemilik usaha untuk mengunggah data transaksi, mengatur parameter analisis, serta melihat frequent itemset dan rekomendasi kombinasi produk. Pendekatan ini meningkatkan efisiensi pengelolaan stok, mendukung strategi pemasaran berbasis data, serta berkontribusi pada peningkatan kepuasan pelanggan dan kinerja penjualan.

This community service program aims to empower UMKM Keripik Wulan 008 in Panimbang Jaya Village through a series of activities focusing on business capacity enhancement. The program was initiated to address challenges faced by the business, such as limited product innovation, lack of branding, insufficient digital marketing strategies, and suboptimal financial management. To overcome these issues, the program adopted a participatory approach consisting of several stages: field observation to identify core problems, training sessions to improve knowledge, workshops for practical application, and direct mentoring to ensure implementation. Key activities included product innovation by introducing new flavor variants and designing more attractive packaging, strengthening brand identity through the creation of professional logos and labels, and expanding marketing reach via social media and marketplace platforms. Additionally, Excel-based financial recording training was provided to simplify cash flow monitoring and basic financial reporting. The team also assisted in preparing a proposal for production equipment support to increase production capacity. Evaluation results demonstrated significant improvements in product quality, stronger brand identity, and more modern and effective marketing strategies. Overall, this program has proven to be effective in enhancing the competitiveness of UMKM Keripik Wulan 008 and is expected to serve as a sustainable empowerment model for small businesses, thereby contributing to local economic development.

Desa Rendeng Kecamatan Malo Kabupaten Bojonegoro merupakan salah satu desa yang memiliki potensi culture site gerabah. Kerajinan ini telah ada sejak tahun 1930an, produk awal yang dihasilkan berupa bentuk boneka pengantin. Tantangan yang dihadapi pengrajin gerabah meliputi tantangan internal dan tantangan eksternal. Pengabdian masyarakat dilakukan menggunakan metode kualitatif pendekatan partisipatif perajin gerabah yang terlibat dalam merencanakan kegiatan berdasarkan wawancara untuk menelaah permasalahan, FGD (Focus Group Discusson), serta mengimplementasi sebagai solusi untuk mengatasi masalah. Tujuan pengabdian ini memberikan pendampingan kepada pengrajin gerabah untuk meningkatkan strategi pemasaran digital, membantu pengrajin gerabah untuk membuat desain inovasi yang sesuai dengan tren pasar. Hasil pengabdian menunjukkan bahwa terdapat peningkatan pemahaman pengrajin gerabah terkait pengelolaan platform digital sebagai sarana pemasaran. Pendampingan ini mencakup pelatihan strategi digital marketing melalui penggunaan media sosial, pengelolaan marketplace (Shopee dan Tokopedia) yang digunakan untuk menjangkau pasar secara luas.

This study is driven by the importance of adopting digital-based marketing strategies in the agribusiness sector, particularly in rural areas such as Pacitan Regency. Y, as a local egg farming enterprise, seeks to enhance its marketing effectiveness through the implementation of   Digital Marketing and digital customer relationship management (CRM). The objective of this study is to examine the influence of these two strategies on egg product marketing. This research employed a quantitative correlational approach, with data collected through questionnaires and interviews. The sample consisted of 97 respondents who are consumers of Y. The results show that both   Digital Marketing and digital CRM simultaneously have a significant effect on improving product marketing.   Digital Marketing plays a role in expanding reach and product appeal by utilizing online platforms and targeted advertising, which helps increase product visibility to a broader audience. Meanwhile, digital CRM is effective in building long-term relationships and customer loyalty by providing personalized services, improving customer engagement, and maintaining communication. These findings imply that the integration of both strategies is highly relevant for micro-enterprises to improve competitiveness in the digital era, as they allow businesses to reach a wider market while fostering strong customer connections. This study also contributes to the development of literature on digital agribusiness marketing and serves as a practical reference for business promotion strategies, especially for small-scale enterprises looking to leverage digital tools for growth.

BPR in Indonesia. This study uses qualitative research methodology.  The methodology employed is a case study.  The findings of this investigation include (1) Marketing communication strategies in increasing customer loyalty at BPR Kusuma Sumbing Delanggu are by using 1) advertising, BPR Kusuma Sumbing Delanggu utilizes digital media, only using Facebook, Instagram and the BPR Kusuma Sumbing Delanggu website. 2) sales promotion, promotions using distributing brochures, installing banners, personal and non-personal sales by visiting customers directly. 3) Public relations, BPR Kusuma Sumbing Delanggu is building a positive image of the company through events, sponsorships, or CSR. 4) digital media promotion, digital media used in marketing BPR Kusuma Sumbing Delanggu uses social media such as Instagram and Facebook, and we also have a special website for BPR Kusuma Sumbing Delanggu with the website address. (2) BPR Kusuma Sumbing's challenge is that educational communication regarding BPR Kusuma Sumbing Delanggu products to customers is sometimes hampered by a lack of understanding of financial literacy. Therefore, I have to explain in detail and coherently, which takes quite a long time. (3) The solution to addressing the challenges in marketing communication strategies to increase customer loyalty at BPR Kusuma Sumbing Delanggu is to continuously improve customer relationships and expand our reach. By strengthening communication and providing better education, we believe we can increase customer loyalty and the BPR's future growth.