PERANCANGAN KATALOG PRODUK UNTUK MENINGKATKAN PENJUALAN UMKM

Authors

  • Ni Wayan Rustiarini Prodi Akuntansi, Universitas Mahasaraswati Denpasar
  • Ni Putu Nita Anggraini Prodi Manajemen, Universitas Mahasaraswati Denpasar
  • I Ketut Sassu Budi Satwam Teknik Informatika, STMIK STIKOM

DOI:

https://doi.org/10.31764/jmm.v5i5.5296

Keywords:

Incense, Catalog, Promotion, MSME

Abstract

Abstrak: Promosi merupakan aktivitas penting untuk meningkatkan penjualan Usaha Mikro, Kecil, dan Menengah (UMKM). Salah salah satu strategi promosi yang efektif untuk mempengaruhi keputusan pembelian konsumen menggunakan katalog produk, baik cetak maupun digital. Katalog tidak hanya menampilkan informasi produk namun juga mempromosikan keunggulan produk tersebut. Mengacu pada fungsi tersebut, program pengabdian masyarakat ini memfokuskan pada perancangan katalog produk pada UMKM Dupa Man’ku. Program ini bertujuan untuk mempromosikan produk dupa melalui katalog cetak dan digital sehingga diharapkan mampu meningkatkan penjualan dupa. Kegiatan pengabdian melalui empat kegiatan, seperti wawancara dan diskusi, pengambilan foto-foto produk, merancang katalog produk, serta evaluasi kegiatan. Kegiatan evaluasi atas efektivitas perancangan katalog dilakukan dengan mengukur hasil penjualan sebelum dan setelah menggunakan katalog produk sebagai strategi pemasaran. Hasil evaluasi menunjukkan bahwa konsumen lebih tertarik membeli produk setelah membaca katalog produk yang ditunjukkan dengan adanya peningkatan penjualan.


Abstract: Promotion is an important activity to increase Micro Small Medium Enterprise (MSME) sales. One of the effective promotional strategies to influence consumer purchasing decisions is to use product catalogs, both printed and digital. The catalog not only displays product information but also promotes the advantages of the product. Referring to this function, this community service program focuses on designing product catalogs for Dupa Man'ku MSMEs. This program aims to promote incense products through print and digital catalogs, so that it is expected to increase incense sales. Service activities are performed through four activities: interviews and discussions, taking product photos, designing product catalogs, and evaluating activities. Evaluation activities on the effectiveness of catalog design are carried out by measuring sales results before and after using product catalogs as a marketing strategy. The evaluation results show that consumers are more interested in buying products after reading the product catalog, indicated by sales.

References

Afis, T. H. (2020). Peran promosi melalui iklan katalog dalam keputusan pembelian konsumen (Studi kasus pada minimarket Indomaret di Kota Bengkalis). Jurnal Ekonomi Dan Manajemen Teknologi, 4(2), 120–125. https://doi.org/10.35870/emt.v4i2.156

Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K., & Shankar, V. (2009). Communication and promotion decisions in retailing: A review and directions for future research. Journal of Retailing, 85(1), 42–55. https://doi.org/10.1016/j.jretai.2008.11.002

Brynjolfsson, E., Hu, Y. (Jeffrey), & Rahman, M. S. (2009). Battle of the retail channels: how product selection and geography drive cross-channel competition. Management Science, 55(11), 1755–1765. https://doi.org/10.1287/mnsc.1090.1062

Bukit, F. R. A., AS, G. G., Irvan, I., & Fahmi, F. (2019). Pembuatan website katalog produk UMKM untuk pengembangan pemasaran dan promosi produk kuliner. JPPM (Jurnal Pengabdian Dan Pemberdayaan Masyarakat), 3(2), 229–236. https://doi.org/10.30595/jppm.v3i2.4317

Chaney, D., Touzani, M., & Ben Slimane, K. (2017). Marketing to the (new) generations: Summary and perspectives. Journal of Strategic Marketing, 25(3), 179–189. https://doi.org/10.1080/0965254X.2017.1291173

Falah, D. D. N., Gunawan, A. I., & Najib, M. F. (2021). Perancangan aktivitas pemasaran UMKM percetakan melalui media katalog. Eqien: Jurnal Ekonomi Dan Bisnis, 8(1), 48–56. https://doi.org/10.34308/eqien.v8i1.186

Hidayat, W., Mahmuriyah, R., & Safitri, S. N. R. (2016). Media visual berbentuk katalog produk sebagai media promosi. Journal Sensi, 2(2), 184–197. https://doi.org/10.33050/sensi.v2i2.752

Keep, W. W., & Nat, P. J. Vander. (2014). Multilevel marketing and pyramid schemes in the United States. Journal of Historical Research in Marketing, 6(2), 188–210. https://doi.org/10.1108/JHRM-01-2014-0002

Ma, J. (2016). Does greater online assortment pay? An empirical study using matched online and catalog shoppers. Journal of Retailing, 92(3), 373–382. https://doi.org/10.1016/j.jretai.2016.05.004

Mangifera, L., Pramesti, A. N., & Dewi, S. N. (2016). Efektifitas katalog sebagai media promosi bagi pengembangan UMKM di Kabupaten Sragen. Benefit: Jurnal Manajemen Dan Bisnis, 1(1), 43–47. https://doi.org/10.23917/benefit.v1i1.2364

Martinayanti, N. M. P., & Setiawan, P. Y. (2016). Peran kepercayaan dalam memediasi persepsi risiko pada niat beli produk fashion via instagram di Kota Denpasar. E-Jurnal Manajemen Unud, 5(4), 2026–2053.

Muliadi, S. (2021). SAS APP: Mewujudkan UMKM berbasis digital dalam rangka pemberdayaan ekonomi masyarakat Pringgasela Lombok Timur. JMM (Jurnal Masyarakat Mandiri), 5(4), 1877–1885. https://doi.org/10.31764/jmm.v5i4.4948

Palma, M. A., & Andjarwati, A. L. (2016). Pengaruh kualitas produk, kemudahan, dan harga terhadap niat beli ulang dengan kepuasan sebagai variabel intervening (Studi pada pelanggan produk fashion melalui toko online di surabaya). Jurnal Riset Ekonomi Dan Manajemen, 16(1), 84–104.

Philip, B. (2015). Generation X marks the spot. Canadian Business, 88(6), 22.

Rustiarini, N. W., Anggraini, N. P. N., & Satwam, I. K. S. B. (2021). Perancangan kemasan dupa yang ekonomis dan ramah lingkungan. Jurnal Masyarakat Mandiri (JMM), 5(4), 1808–1817. https://doi.org/10.31764/jmm.v5i4.5051

Sullivan, P., & Hyun, S.-Y. J. (2016). Clothing retail channel use and digital behavior: Generation and gender differences. Journal of Business Theory and Practice, 4(1), 125–138. https://core.ac.uk/download/pdf/268084831.pdf

Susanto, A., & Sunardi, A. (2017). Aktivitas bauran komunikasi pemasaran di perusahaan jamu Ibu Tjipto Kota Tegal. Komunikator, 9(1), 1–8.

Taylor, P., & Gao, G. (2014). Generation X: America’s neglected ‘middle child.’ Pew Research Center. http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-a

Tiwari, P., & Joshi, H. (2020). Factors influencing online purchase intention towards online shopping of Gen Z. International Journal of Business Competition and Growth, 7(2), 175–187. https://doi.org/10.1504/IJBCG.2020.111944

Tsao, H.-Y., Pitt, L., & Campbell, C. (2010). Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share. Journal of the Operational Research Society, 61(10), 1523–1529. https://doi.org/10.1057/jors.2009.117

Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208. https://doi.org/10.1016/j.intmar.2011.11.004

Webber, R. (2013). The evolution of direct, data, and digital marketing. Journal of Direct, Data and Digital Marketing Practice, 14(4), 291–309. https://doi.org/10.1057/dddmp.2013.20

Wierenga, B., & Van der Lans, R. (2017). Marketing decision models: Progress and perspectives. In Handbook of Marketing Decision Models (pp. 1–11). Springer. https://doi.org/10.1007/978-3-319-56941-3_1

Yılmaz, D., & Bhatti, F. (2017). The impacts of direct marketing strategies on consumers’ purchasing decision in cosmetic sector in Turkey. Organisational Studies and Innovation Review, 3(2), 45–53.

Downloads

Published

2021-10-25

Issue

Vol. 5 No. 5 (2021): Oktober

Section

Articles

License

Authors who publish articles in JMM (Jurnal Masyarakat Mandiri) agree to the following terms:

  1. Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons Attribution–ShareAlike License.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).