Analisis Pengaruh Dominasi Pemasaran Tradisional Terhadap Kinerja Manajerial dan Keuangan pada UMKM Ketan Hitam Karamel Purwakarta: Penelitian

Ajeng Yustika; Evi Khopipah; Yosy Yuliantini; Fitri

doi:10.31004/jerkin.v4i4.5508

Authors

Ajeng Yustika Universitas Islam Dr Khez Muttaqien
Evi Khopipah Universitas Islam Dr Khez Muttaqien
Yosy Yuliantini Universitas Islam Dr Khez Muttaqien
Fitri Universitas Islam Dr Khez Muttaqien

DOI:

https://doi.org/10.31004/jerkin.v4i4.5508

Keywords:

Traditional Marketing, MSME,Managerial Performance,Financial Performance, Digitalization,Ketan Hitam Karamel

Abstract

This study aims to examine how the dominance of traditional marketing affects managerial and financial performance of Ketan Hitam Karamel Purwakarta MSME. Data were collected through observation, interviews, and direct assistance involv-ing business legality, digital marketing, digital payment, branding, and basic finan-cial recording. The results show that reliance on conventional marketing limits mar-ket reach, reduces managerial efficiency, and hinders proper financial administra-tion. However, the MSME has strong potential for growth through digital promo-tion, QRIS adoption, and brand strengthening. The assistance provided supports improvements in legality, marketing capability, and financial organization. The study concludes that shifting toward modern and integrated marketing systems is essential to enhance overall business performance.

References

Badan Pusat Statistik. (2022). Analisis Perkembangan UMKM di Indonesia. Jakarta: BPS RI.

Departemen Koperasi dan UMKM Republik Indonesia. (2021). Panduan Praktis Pengembangan Usaha Mikro, Kecil, dan Menengah. Jakarta: Kementerian Koperasi dan UKM.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Education.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow: Pearson Education Limited.

Munawir, S. (2019). Analisis Laporan Keuangan. Yogyakarta: Liberty.

Sujarweni, V. W. (2021). Manajemen Keuangan untuk UMKM. Yogyakarta: Pustaka Baru Press.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Tambunan, T. (2020). UMKM di Indonesia: Isu-isu Penting. Jakarta: LP3ES.

Tjiptono, F. (2019). Strategi Pemasaran. Yogyakarta: Andi Offset.

Al-Juboori, L. M. M. (2023). Financial statements, their components, objectives, and effectiveness in evaluating institutional performance. Journal of Social Sciences, 12(4), 45–56. Scholar Express. https://www.scholarexpress.net/index.php/wefb/article/view/3329

Christensen, M. (2023). Financial reporting. In C. Cooper & P. Hopper (Eds.), The global encyclopedia of accounting, finance, and management (pp. 1–6). Springer. https://doi.org/10.1007/978-3-030-66252-3_2284

Ikatan Akuntan Indonesia. (2012). Standar Akuntansi Keuangan berbasis IFRS. Jakarta: Ikatan Akuntan Indonesia.

Ikatan Akuntan Indonesia. (2015). Kerangka Dasar Penyusunan dan Penyajian Laporan Keuangan (Revisi). Jakarta: Ikatan Akuntan Indonesia.

Ravshanovna, S. S., et al. (2024). General purpose financial statements. Conferencea, 5(2), 120–128. https://conferencea.org/index.php/conferences/article/view/3126