Digital Marketing: Optimization of Uniwara Pasuruan Students to Encourage UMKM "Jamu Kebonagung" Through Branding Strategy

Aziz Wisnu Aryaseta; Ilmiyatur Rosidah; Viona Eka Cahaya; Jangky Dausat; Rani Darmayanti

doi:10.22219/dedikasi.v20i2.29090

Authors

Aziz Wisnu Aryaseta Universitas PGRI Wiranegara Pasuruan, Indonesia
Ilmiyatur Rosidah Universitas PGRI Wiranegara Pasuruan, Indonesia
Viona Eka Cahaya Universitas PGRI Wiranegara Pasuruan, Indonesia
Jangky Dausat Universitas PGRI Wiranegara Pasuruan, Indonesia
Rani Darmayanti Universitas PGRI Wiranegara Pasuruan, Indonesia

DOI:

https://doi.org/10.22219/dedikasi.v20i2.29090

Keywords:

Digitalization, UMKM, Social Media, Jamu Kebonagung, Product Branding Concept

Abstract

Pasuruan is a city in the eastern part of Java Island, famous for its traditional drink brand, "Jamu Kebonagung." Spices' distinctive taste and benefits as the main ingredient make this drink very popular. Economic demands make people try their luck in participating in market competition by making and marketing other products to survive during economic pressures. One of the oldest UMKM in Pasuruan does something different: one of the many micro and small businesses that can support the economy of small communities and remain loyal and continue to manage and produce while maintaining taste. There are obstacles in marketing these products, especially in the current era of digitalization. As a result, UMKM needs help in running their businesses. Uniwara students in this KKN activity provided solutions by providing community service and training regarding product branding in digital marketing

Downloads

Download data is not yet available.

References

Busca, L. (2020). A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing, 49, 1–19. https://doi.org/10.1016/j.intmar.2019.08.002

Darmayanti, R., Sugianto, R., Baiduri, B., Choirudin, C., & Wawan, W. (2022). Digital comic learning media based on character values on students’ critical thinking in solving mathematical problems in terms of learning styles. Al-Jabar: Jurnal Pendidikan Matematika, 13(1), 49–66.

Diez-Martin, F. (2019). Research challenges in digital marketing: Sustainability. Sustainability (Switzerland), 11(10). https://doi.org/10.3390/su11102839

Dolega, L. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102501

Flaherty, T. (2021). The use of digital technologies in social marketing: a systematic review. Journal of Social Marketing, 11(4), 378–405. https://doi.org/10.1108/JSOCM-01-2021-0022

Hanik, U. A. (2021). PENGELOLAAN DANA BANTUAN SOSIAL UMKM DAN URBAN FARMING PADA PROGRAM GERAKAN KETAHANAN PANGAN KELUARGA (GETAPAK) MUHAMMADIYAH SURABAYA (Studi Analisis Maqas{id Ash-Shari’ah). Skripsi Pascasarjana Universitas Islam Negeri Sunan Ampel.

Heinze, A. (2020). Digital and social media marketing: A results-driven approach. Digital and Social Media Marketing: A Results-Driven Approach, 1–336. https://doi.org/10.4324/9780429280689

Jannah, S. R., Yusuf, M., Choirudin, C., Darmayanti, R., & Ningtyas, D. P. (2023). The Effect of Instructional Media and Interpersonal Intelligence on Early Reading Skills. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 7(2), 1346–1353.

KALINA, I. (2020). Digital marketing development trends. Scientific Bulletin of the National Academy of Statistics, Accounting and Audit, 4. https://doi.org/10.31767/nasoa.4.2019.09

Kapoor, R. (2021). The transition from traditional to digital marketing: a study of the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and Tourism Themes, 13(2), 199–213. https://doi.org/10.1108/WHATT-10-2020-0124

Kumar, B. (2020). Digital mediation in business-to-business marketing: A bibliometric analysis. Industrial Marketing Management, 85, 126–140. https://doi.org/10.1016/j.indmarman.2019.10.002

Makrides, A. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4–20. https://doi.org/10.1177/2278533719860016

Malesev, S. (2021). Digital and social media marketing-growing market share for construction smes. Construction Economics and Building, 21(1), 65–82. https://doi.org/10.5130/AJCEB.v21i1.7521

Manasikana, A., Anwar, M. S., Setiawan, A., Choirudin, C., & Darmayanti, R. (2023). Eksplorasi Etnomatematika Islamic Center Tulang Bawang Barat. Jurnal Perspektif, 7(1), 34–49.

Miklosik, A. (2020). Impact of Big Data and Machine Learning on Digital Transformation in Marketing: A Literature Review. IEEE Access, 8, 101284–101292. https://doi.org/10.1109/ACCESS.2020.2998754

Mislikhah, H. S. (2021). Implementation of Higher Order Thinking Skills Within Indonesian Language Learning at Madrasah Ibtidaiyah. Review of International Geographical Education Online, 11(5), 2207–2214. https://doi.org/10.48047/rigeo.11.05.123

Müller, J. M. (2018). Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany. Industrial Marketing Management, 73, 70–83. https://doi.org/10.1016/j.indmarman.2018.01.033

Palmatier, R. W. (2019). Relationship marketing in the digital age. Relationship Marketing in the Digital Age, 1–244. https://doi.org/10.4324/9781315143583

Peter, M. K. (2021). The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms. Studies in Systems, Decision and Control, 294, 251–265. https://doi.org/10.1007/978-3-030-48332-6_17

Petit, O. (2019). Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience. Journal of Interactive Marketing, 45, 42–61. https://doi.org/10.1016/j.intmar.2018.07.004

Pratama, M. I. L., Syaputra, E., & Hamengkubuwono. (2021). Representasi Permasalahan Lingkungan dalam Buku Teks IPS Geografi SMP Kelas VII Kurikulum 2013 Edisi Revisi. Indonesian Journal of Social Science Education (IJSSE), 3(1), 10–19.

Rangaswamy, A. (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing, 51, 72–90. https://doi.org/10.1016/j.intmar.2020.04.006

Riono, S. H., Rakhmawati, P. U., & Darmayanti, R. (2023). Karyawan Magang: Pendampingan dan Penyuluhan Pada Proses Pengembangan Perangkat Lunak. Jurnal Inovasi Dan Pengembangan Hasil Pengabdian Masyarakat, 1, 21–28.

Rizqi, P. A. D., Darmayanti, R., Sugianto, R., Choirudin, C., & Muhammad, I. (2023). Problem Solving Analysis Through Tests in View Of Student Learning Achievement. Indonesian Journal of Learning and Educational Studies, 1(1), 53–63.

Rohm, A. J. (2019). Time for a Marketing Curriculum Overhaul: Developing a Digital-First Approach. Journal of Marketing Education, 41(1), 47–59. https://doi.org/10.1177/0273475318798086

Safitri, N. D., Darmayanti, R., Usmiyatun, U., & Nurmalitasari, D. (2023). 21st century mathematics learning challenges: Bibliometric analysis of trends and best practices in shinta indexed scientific publications. JEMS: Jurnal Edukasi Matematika Dan Sains, 11(1), 136–152.

Sah, R. W. A., Darmayanti, R., & Maryanto, B. P. A. (2022). Updating Curriculum Through 21st Century Learning Design. Seminar Nasional Teknologi Pembelajaran, 2(1).

Sahut, J. M. (2020). Digital innovations, impacts on marketing, value chain and business models: An introduction. Canadian Journal of Administrative Sciences, 37(1), 61–67. https://doi.org/10.1002/cjas.1558

Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001

Sharma, A. (2020). Are small travel agencies ready for digital marketing? Views of travel agency managers. Tourism Management, 79. https://doi.org/10.1016/j.tourman.2020.104078

Sugiharto. (2020). Geographical students’ learning outcomes on basic political science by using cooperative learning model with Group Investigation (GI) type in State University of Medan, Indonesia. Journal of Human Behavior in the Social Environment, 30(4), 447–456. https://doi.org/10.1080/10911359.2019.1696261

Suharsono, N. (2015). PENDIDIKAN KEWIRAUSAHAAN BERBASIS UMKM UNTUK MENGEMBANGKAN BUDAYA KEWIRAUSAHAAN DI PERGURUAN TINGGI. JPI (Jurnal Pendidikan Indonesia), 4(1). https://doi.org/10.23887/jpi-undiksha.v4i1.4892

Tariq, E. (2022). The role of digital marketing, CSR policy and green marketing in brand development. International Journal of Data and Network Science, 6(3), 995–1004. https://doi.org/10.5267/j.ijdns.2022.1.012

Theodoridis, P. K. (2019). How Artificial Intelligence Affects Digital Marketing. Springer Proceedings in Business and Economics, 1319–1327. https://doi.org/10.1007/978-3-030-12453-3_151

Trianti, K., Widyawati, C. E., Anggraeni, D., & Husniah, H. Y. (2021). Digitalisasi Keuangan dengan Pemanfaatan Aplikasi Pembukuan Secara Online untuk Meningkatkan Daya Saing UMKM Besek. Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M), 2(4). https://doi.org/10.33474/jp2m.v2i4.13713

Troise, C. (2021). The Use of Digital Media for Marketing, CSR Communication and Stakeholder Engagement. Strategic Corporate Communication in the Digital Age, 161–174. https://doi.org/10.1108/978-1-80071-264-520211010

Widodo, T., Muhammad, I., Darmayanti, R., Nursaid, N., & Amany, D. A. L. (2023). Manajemen keuangan pendidikan berbasis digital: Sebuah kajian pustaka. Indonesian Journal of Educational Management and Leadership, 1(2), 146–167.

Wong, L. W. (2022). Mobile social media marketing: a new marketing channel among digital natives in higher education? Journal of Marketing for Higher Education, 32(1), 113–137. https://doi.org/10.1080/08841241.2020.1834486

Wulandari, T., Nurmalitasari, D., Susanto, K., & Darmayanti, R. (2022). Etnomatematika Pada Batik Daun Sirih dan Burung Kepodang Khas Pasuruan. Seminar Nasional Teknologi Pembelajaran, 2(1), 95–103.

Yuliachtri, S., Ghozali, R., Yanti, D., & Sabrina, N. (2020). Penerapan Akuntansi Pada Usaha Mikro Kecil dan Menengah (UMKM) Khususnya Usaha Kemplang Krupuk Ikan Gabus Mang Arsyad dan UMKM Pempek Kemplang Krupuk Nona. Journal of Dedicators Community, 3(3). https://doi.org/10.34001/jdc.v3i3.1039