Socialization of MSME Marketing Innovation in Facing Trade Tariff Increases
DOI:
https://doi.org/10.61132/aspirasi.v3i3.1609Keywords:
Community Service, Digitalization, Marketing Innovation, MSMEs, Trade TariffsAbstract
The increase in trade tariffs is a serious challenge for Micro, Small, and Medium Enterprises (MSMEs) in maintaining the competitiveness of their products in domestic and international markets. This community service activity aims to provide understanding and practical skills to MSMEs about adaptive and sustainable marketing strategy innovations. Socialization is carried out through workshops and interactive discussions involving MSMEs from various sectors. The material presented includes the use of digital media, increasing product branding, market diversification, and competitive pricing strategies. The activity results show an increase in participants' knowledge in implementing innovative marketing approaches and awareness of the importance of digital transformation in dealing with external pressures such as increasing trade tariffs. Thus, this activity is expected to strengthen MSME resilience and encourage sustainable business growth. This activity also opens up opportunities for further collaboration between academics and MSMEs in developing strategic solutions based on real needs in the field.
Downloads
References
Banerji, R., & Singh, A. (2023). Do social media marketing activities promote customer loyalty ? A study on the e-commerce industry. LBS Journal of Management & Research. https://doi.org/10.1108/LBSJMR-04-2023-0016
Deviastri, L., & Annisa, I. T. (2022). Peran Inovasi, Kolaborasi dan Media Sosial terhadap Kinerja Usaha UMKM di DKI Jakarta. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 3(1), 52–63. https://doi.org/10.33476/jobs.v3i1.2472
Erdil, T. S., & Özdemir, O. (2016). The Determinants of Relationship between Marketing Mix Strategy and Drivers of Export Performance in Foreign Markets: An Application on Turkish Clothing Industry. Procedia - Social and Behavioral Sciences, 235(October), 546–556. https://doi.org/10.1016/j.sbspro.2016.11.067
George, R. (2021). Market Segmentation, Targeting, and Positioning. In Marketing Tourism and Hospitality: Concepts and Cases (pp. 221–246). Springer.
Hamid, R. S. (2022). Analisis Dampak Aktivitas Pemasaran Media Sosial terhadap Kepercayaan. Jesya, 5(2), 1563–1570. https://doi.org/10.36778/jesya.v5i2.774
Handini, V. A., & Choiriyati, W. (2021). Digitalisasi UMKM sebagai hasil inovasi dalam komunikasi pemasaran sahabat UMKM selama pandemi covid-19. JRK (Jurnal Riset Komunikasi), 11(2).
Hartato, F., & Handoyo, S. E. (2021). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Strategi Bisnis Terhadap Kinerja Bisnis Kuliner. Jurnal Manajerial Dan Kewirausahaan, 3(4), 980. https://doi.org/10.24912/jmk.v3i4.13471
Hasanah, S. Z., & Riofita, H. (2024). Kewirausahaan di era industri 4.0: transformasi melalui praktek bisnis modern. Ekonodinamika Jurnal Ekonomi Dinamis, 6(2), 215–228.
Ilmi, M., & Zulkarnain, C. A. (2023). Strategi Pemasaran Melalui Promosi, Harga Dan Kualitas Pelayanan Untuk Meningkatkan Kepuasan Konsumen Pada Pt Garuda Indonesia (Persero) Tbk. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, 1(1), 66–73.
Kasinem, K. (2020). Pengaruh Kepercayaan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Bukit Serelo Lahat. Jurnal Media Wahana Ekonomika, 17(4), 329. https://doi.org/10.31851/jmwe.v17i4.5096
Kotler, P., & Keller, K. (2018). Manajemen Pemasaran (II). PT. Indeks.
Lustyana, A. T., & Salsabila, A. V. (2020). Analisis Kualitas Pelayanan Terhadap Kepuasan Pengguna Bandara. Tekmapro : Journal of Industrial Engineering and Management, 15(2), 13–24. https://doi.org/10.33005/tekmapro.v15i2.178
Mawuntu, P. S. T., & Aotama, R. C. (2022). Pengukuran Kinerja UMKM Berdasarkan Key Performance Indicators (KPI) Metode Balanced Scorecard. WACANA EKONOMI (Jurnal Ekonomi, Bisnis Dan Akuntansi), 21(1), 72–83.
Nur, D. R., Gultom, T., Dewi, I. I., & Maliki, B. I. (2023). Study Literature : Strategi Pengembangan Wirausaha Kecil Menengah Masyarakat Desa Dan Bisnis Yang Tangguh Untuk. Bussman Journal: Indonesian Journal of Business and Management, 3(3), 1147–1165. https://doi.org/https://doi.org/10.59024/jise.v3i1.1102
Oflac, B. S., Dobrucalı, B., Yavas, T., & Escobar, M. G. (2015). Services Marketing Mix Efforts of a Global Services Brand: The Case of DHL Logistics. Procedia Economics and Finance, 23(October 2014), 1079–1083. https://doi.org/10.1016/s2212-5671(15)00457-8
Riptiono, S. (2022). Strategi upscaling UMKM pada era marketing 5.0. Journal of Community Service and Empowerment, 3(2), 131–138. https://doi.org/https://doi.org/10.32639/jcse.v3i2.200
Sulaeman, M. M. (2020). Sosialisasi Kewirausahaan dalam Upaya Peningkatan UMKM Desa Palangan Kecamatan Karangbinangun Kabupaten Lamongan. Jurnal Abdimas Berdaya: Jurnal Pembelajaran, Pemberdayaan Dan Pengabdian Masyarakat, 2(01), 16–22.
Sulistiyawati, E. S., & Widayani, A. (2020). Marketplace Shopee Sebagai Media Promosi Penjualan UMKM di Kota Blitar. Jurnal Pemasaran Kompetitif, 4(1), 133. https://doi.org/10.32493/jpkpk.v4i1.7087
Supriyanto, M., & Taali, M. (2022). Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Pengambilan Keputusan Menginap Di the Sun Hotel Madiun. Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran Dan Kesekretariatan, 2(2), 26–33. https://doi.org/10.32486/epicheirisi.v2i2.458
Susanto, P. C., Ali, H., Sawitri, N. N., & Widyastuti, T. (2023). Strategic Management : Concept , Implementation , and Indicators of Success ( Literature Review ). Siber Journal of Advanced Multidisciplinary, 1(2), 1–11.
Wijaya, L. D., & Simamora, V. (2022). Pengaruh Kapabilitas Teknologi Informasi Dan Kapabilitas Inovasi Terhadap Strategi Dan Dampaknya Terhadap Keunggulan Bersaing Umkm Kuliner. Jurnal Ilmiah Akuntansi Dan Bisnis, 7(1), 51–65. https://doi.org/10.38043/jiab.v7i1.3474
Yunsepa, Y., & Saputra, J. (2023). Pengaruh Marketing Model Segmenting, Targeting Dan Positioning Terhadap Strategi Pemasaran Pada UMKM Kopi Mentari Di Baturaja. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 436–443.
Zuchri, A. L. (2022). Pengaruh Promosi Dan Kesadaran Merek Terhadap Minat Beli Pada Kedai Kopi Kala Senja Kopi Galuh Mas Karawang. Jurnal Ekonomi Dan Bisnis, 9(2), 255–260. http://stiemuttaqien.ac.id/ojs/index.php/OJS/article/download/384/236
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 ASPIRASI : Publikasi Hasil Pengabdian dan Kegiatan Masyarakat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
