Strategi Pemasaran Industry Kreatif Pada Program MBKM Kewirausahaan Rajutan
Studi Kasus Bisnis Rajutan Be Bloomy Bouquets
DOI:
https://doi.org/10.55606/nusantara.v6i2.8048Keywords:
Creative Economy, Digital Marketing, Knitting MSMEs, MBKM Entrepreneurship, Participatory Action ResearchAbstract
This community engagement program addresses the limited digital marketing utilization of Be Bloomy Bouquets, a creative knitting business, within the MBKM Entrepreneurship framework. The program aims to design and implement adaptive digital marketing strategies to enhance brand visibility, competitiveness, and business sustainability. Using a Participatory Action Research (PAR) approach, the program was conducted from October to November 2025 through preparation, implementation, and evaluation stages. The results indicate that digital marketing assistance via Instagram and TikTok significantly increased audience reach, customer interaction, and brand awareness, while marketplace utilization still requires further optimization. The discussion highlights that integrating handmade product creativity, digital branding strategies, and participatory reflection fosters entrepreneurial behavior change and strengthens local leadership capacity. In conclusion, the program generates not only technical improvements in marketing performance but also social transformation through enhanced digital literacy, independence, and local leadership. Future recommendations emphasize content consistency, production management, and sustainable digital marketing strategies.
Downloads
References
Adianita, H., Susilowati, D., & Karisma, D. A. P. (2024). Analysis of labor force participation levels and number of employment through education on unemployment rates in Indonesia. Gorontalo Development Review, 0(0), 70. https://doi.org/10.32662/golder.v0i0.3408
Afriani, A., Sari, Y. F., Zai, S. H. D., Pasaribu, F. H. R., & Nurbaiti, N. (2025). Strategi efektif dalam meningkatkan penjualan melalui sosial media di era digital. Jurnal Rumpun Manajemen dan Ekonomi, 2(1), 361–374. https://doi.org/10.61722/jrme.v2i1.3754
Albashori, M. F., Wahyuning, S., & Nugroho, H. A. (2025). Digital marketing strategy and consumer behavior: A case study of e-commerce businesses. Oikonomia: Journal of Management Economics and Accounting, 2(3), 20–27. https://doi.org/10.61942/oikonomia.v2i3.323
Anning-Dorson, T. (2021). Customer value and marketing communications. In Palgrave studies of marketing in emerging economies (pp. 13–30). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-81329-1_2
Aprelyani, S. (2025). Strategi manajemen pemasaran: Peran promosi, media sosial, dan harga dalam meningkatkan penjualan produk. Siber Nusantara of Economic and Finance Review, 1(2), 37–43. https://doi.org/10.38035/snefr.v1i2.420
Badan Pusat Statistik. (2022). Badan Pusat Statistik Indonesia. https://www.bps.go.id/id/statistics-table?subject=521&sortBy=date%2Ctitle&sortOrder=desc%2Casc
Ballabh, S. (2024). Social media marketing: Strategies and impact on business. Gyan Management Journal, 18(1), 1–6. https://doi.org/10.48165/gmj.2023.18.1.1
Cortés, P., & Pan, J. (2013). Outsourcing household production: Foreign domestic workers and native labor supply in Hong Kong. Journal of Labor Economics, 31(2), 327–371. https://doi.org/10.1086/668675
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Farida, E. A., Fathoni, M., Putri, Z. B., Kusumo, S. H., Fitria, T. D., Arifin, M., & Kusyairi, I. (2024). Encouraging the creation of new business innovations and growing new entrepreneurs through hobby-based entrepreneurship training as a source of income. International Journal of Asia Pacific Community Service, 1(2), 52–57. https://doi.org/10.71131/b09n5454
Gumata, N., & Ndou, E. (2020). What is the impact of the manufacturing sector output and sub-sector employment growth on the labour absorption and participation rates? In The secular decline of the South African manufacturing sector (pp. 301–309). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-55148-3_25
Hanja, H. M., Mananda, I. G. P. B. S., & Mahadewi, N. P. E. (2023). Strategi pemasaran kerajinan tenun ikat Sumba sebagai produk industri kreatif pendukung pariwisata di Sumba Timur. Jurnal IPTA, 11(1), 32. https://doi.org/10.24843/ipta.2023.v11.i01.p05
Haryatno, Y. R. (2023). Kaum muda dan industri kreatif kriya tenun “Songke” Manggarai-Flores, NTT. Jurnal Kewirausahaan Bukit Pengharapan, 3(1), 22–29. https://doi.org/10.61696/juwira.v3i1.84
Hemdev, O. (2024). Marketing and strategy in India: Adapting to a diverse and evolving marketplace. International Journal of Science and Research, 13(9), 1421–1422. https://doi.org/10.21275/sr24923144543
Irena, D. V. S., Dewi, A. S., Khayzuran, Q. A., Firdausy, S. P., & Radianto, D. O. (2024). Strategi pemasaran digital yang efektif untuk meningkatkan daya saing perusahaan di era digital. Profit: Jurnal Manajemen, Bisnis dan Akuntansi, 3(2), 166–177. https://doi.org/10.58192/profit.v3i2.2092
Jusuf, D. I. (2023). Buzz marketing: Effective strategy for increasing sales in the digital era. Jurnal Sosial Sains dan Komunikasi, 2(1), 66–73. https://doi.org/10.58471/ju-sosak.v2i1.303
Khugaeva, A. S. (2024). The consumer market as a factor influencing the company’s marketing strategy. Accounting and Control, 12, 64–70. https://doi.org/10.36871/u.i.k.2024.12.01.012
Kusuma, M. W., & Wardhani, S. L. (2025). The contribution of product quality perception in predicting the effectiveness of digital marketing strategies: A case study on the Shopee platform. Telaah Bisnis, 26(1), 69. https://doi.org/10.35917/tb.v26i1.567
Lestariolita, V. E. (2022). Literature review: Peran sosial media terhadap perkembangan strategi komunikasi pemasaran produk. J-MAS (Jurnal Manajemen dan Sains), 7(2), 412. https://doi.org/10.33087/jmas.v7i2.415
Lu, S. (2024). The role and innovative approaches of social media in brand and style shaping in the “old money” fashion trend. Interdisciplinary Humanities and Communication Studies, 1(10). https://doi.org/10.61173/d8695c31
Manilang, E., Desi, E. N., & Belo, Y. (2024). Inovasi dan kreativitas: Pilar utama dalam kewirausahaan. Nian Tana Sikka: Jurnal Ilmiah Mahasiswa, 3(1), 82–92. https://doi.org/10.59603/niantanasikka.v3i1.609
Muhlisah, L., & Balakrishnan, M. (2024). International market development strategies for enhancing global expansion in the export industry. Involvement International Journal of Business, 1(1), 14–28. https://doi.org/10.62569/iijb.v1i1.3
Murtza, M. H., & Rasheed, M. I. (2024). Leveraging social media for destination branding. In Destination branding and bias in ecotourism (pp. 51–74). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-6700-1.ch003
N. Arsath, A. (2024). The social media marketing: A game changer in the modern business—Case study. International Journal for Research in Applied Science and Engineering Technology, 12(3), 3410–3415. https://doi.org/10.22214/ijraset.2024.59647
Nurgraha, R. M. J., & Mulyadi, H. (2018). Creating product innovation in micro creative industry in Indonesia. Journal of Entrepreneurship Education, 21(2).
Nurgraha, R. M. J., & Siddiq, A. M. (2022). Analysis of co-creation experience and development of the ability of creativity and innovation in creating opportunities in the Indonesian handicraft industry. Linguistics and Culture Review, 6, 761–772. https://doi.org/10.21744/lingcure.v6ns1.2150
Olimovich, K. S. (2025). The use of brand strategies in sewing and knitting enterprises. Frontline Marketing, Management and Economics Journal, 5(9), 11–14. https://doi.org/10.37547/marketing-fmmej-05-09-02
Perdana, A. C., Harto, B., Boari, Y., & Astaman, P. (2023). Ekonomi kreatif: Inovasi, peluang, dan tantangan ekonomi kreatif di Indonesia.
Pozniakova, A., & Tarasova, K. (2025). Adaptation of the marketing mix as a component of the strategy of entering a new market. International Journal of Psychology and Strategic Communication, 363. https://doi.org/10.61030/bsum4753
Prakoso, R. D. Y., Ukar, K., & Astutik, W. S. (2024). Strategic significance: Unveiling the dominant role of social media as a primary marketing tool in digital business strategies. Journal of Contemporary Administration and Management, 2(1), 363–370. https://doi.org/10.61100/adman.v2i1.137
Purnamasari, M., Hermawan, A., & Junaedi. (2024). Unveiling the synergy: How entrepreneurial marketing and product quality drive purchase decisions through the lens of digital marketing. ECo-Buss, 6(3), 1423–1434. https://doi.org/10.32877/eb.v6i3.1181
Ratna, Y. J. P., & Sutrisno. (2024). The role of innovation and creativity in business management to enhance SME economy in the creative industry. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(3), 858–871. https://doi.org/10.54373/ifijeb.v4i3.1473
Riyanto, S., Sudarso, S., & Sumardi, S. (2024). International market development strategy in companies. International Journal of Management Science and Information Technology, 4(1), 137–147. https://doi.org/10.35870/ijmsit.v4i1.2682
Sari, L. I., Probonegoro, W. A., & Renaldi, L. (2025). Mengubah hobi menjadi peluang bisnis usaha kreatif produktif di kalangan anak muda. Community Development Journal: Jurnal Pengabdian Masyarakat, 6(3), 4826–4831. https://doi.org/10.31004/cdj.v6i3.47244
Setyowati, T., & Fadah, I. (2018). Differentiation competitive strategy in winning SMEs advantage at creative industry in Jember. International Journal of Scientific and Technology Research, 7(2), 165–169.
Sumarni, T., Murasih, S., Romadhan, M. I., & Suraya, A. (2024). Strategi digital marketing untuk meningkatkan penjualan tas di e-commerce. Jurnal Bisnis, Ekonomi Syariah, dan Pajak, 1(4), 128–139. https://doi.org/10.61132/jbep.v1i4.688
Sunarjo, R. A., Baedowi, H., Rahardja, U., Ilham, M. G., & Parker, J. (2025). Digitalization of business and marketing strategies to increase brand awareness in the 4.0 era. ADI Bisnis Digital Interdisiplin Jurnal, 6(1), 55–65. https://doi.org/10.34306/abdi.v6i1.1240
Wahyudi, E. J., Friyanto, F., Borahima, B., & Sudarjo, S. (2024). Systematic literature review: The role of product quality and digital promotion on purchasing decisions. JMK (Jurnal Manajemen dan Kewirausahaan), 9(1), 28. https://doi.org/10.32503/jmk.v9i1.5189
Yurniman, N., Lase, S., Zendrato, N., & Belo, Y. (2024). Pentingnya keterampilan hidup dalam mewujudkan ide-ide bisnis yang inovatif. Nian Tana Sikka: Jurnal Ilmiah Mahasiswa, 3(1), 93–106. https://doi.org/10.59603/niantanasikka.v3i1.612
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nusantara: Jurnal Pengabdian kepada Masyarakat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
