Optimizing The Marketing Activities of Koperasi Jasa Pegawai Republik Indonesia (Kjpri) Of Universitas Brawijaya Through The Adoption Of Digital Technology

Authors

  • M. Khoiru Rusydi Universitas Brawijaya
  • Wuri Cahya Handaru Universitas Brawijaya
  • Muhammad Faisal Riza Universitas Brawijaya
  • Khoirul Umam Universitas Brawijaya
  • Areta Widya Kusumadewi Universitas Brawijaya
  • Defi Fitriana Universitas Brawijaya
  • Yayang Bilqisa Universitas Brawijaya
  • Viramashita Ellena Fauzia Universitas Brawijaya
  • Sulton Maesa Universitas Brawijaya
  • Wahyu Kartika Larasati Universitas Brawijaya
  • Muhammed Jawo University of Gambia

DOI:

https://doi.org/10.21776/ijabs.2023.31.2.744

Keywords:

Digital marketing, Digitalization, Brand awareness, E-commerce, KJPRI UB, Website

Abstract

Purpose — The objective of this research is to optimize the marketing activities of Universitas Brawijaya’s Koperasi Jasa Pegawai Republik Indonesia (KJPRI UB) by utilizing digital technology through (1) identification of main problems using SWOT analysis on their website to identify the most suitable digital marketing strategy to be applied in the cooperative, (2) system enhancement and menu addition in their website, and (3) gradual socialization and assistance to ensure their business development.

Design/methodology/approach — This qualitative case study uses the interview approach, so the results are analytical and descriptive in nature. The population of this research is all KJPRI throughout Indonesia, and the sample is KJPRI UB, which is located in Malang, East Java, Indonesia.

Findings — This study finds that KJPRI UB has no features that provide convenience for their customers. Furthermore, changes from KPRI UB to KJPRI UB have required the cooperative to pay more attention to brand awareness through digital marketing.

Practical implications—The results of this research can optimize the role of digital marketing in KJPRI UB, which also applies to other KJPRIs in Indonesia.

Originality/value —This article presents digital marketing issues in KJPRI UB so that it can provide an example of digital marketing optimization for other KJPRI.

Paper type — Case study

References

As’ary, M., Mugini, P., Fakhrurozi, M. F., & ... (2021). Optimalisasi Potensi Home Industry melalui Digitalisasi Marketing (Kasus: Produksi Emping Rumahan Kampung Pagutan, Desa Sukakerta, Cianjur). Inovasi Masyarakat, 3(1), 91–101. https://journal.ipb.ac.id/index.php/pim/article/view/35352

Andy Pressman, & Pressman, A. (2018). Design Thinking: A Guide to Creative Problem Solving for Everyone. Routledge.

Bukit, F. R. A., A.S, G. G., Irvan, & Fahmi. (2019). Pembuatan Website Katalog Produk UMKM Untuk Pengembangan Pemasaran dan Promosi Produk Kuliner. JPPM (Jurnal Pengabdian Dan Pemberdayaan Masyarakat), 3(2), 229. https://doi.org/10.30595/jppm.v3i2.4317

Gretsch, J. P., Hensel-Börner, S., & Henseler, J. (2020). Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123–157. https://doi.org/10.1108/IMDS-08-2020-0510

Gunawan, S., Surniandari, A., & Rachmi, H. (2020). Penggunaan Metode Waterfall Dalam Pengembangan Perangkat Lunak Kasir Event Multi UMKM. Jurnal Teknik Komputer AMIK BSI, 6(1), 53-60. https://www.researchgate.net/publication/339205439_Sistem_Informasi_Pengelolaan_Transaksi_Pembayaran_dengan_Metode_Waterfall_Untuk_Kasir_Event_Multi_UKM/fulltext/5e43f5d6299bf1cdb9214684/Sistem-Informasi-Pengelolaan-Transaksi-Pembayaran-dengan-Metode-Water

Guven, H. (2020). Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and

E-Commerce. In Agile Business Leadership Methods for Industry 4.0. https://doi.org/10.1108/978-1-80043-380-920201003

Hayat, C., & Hutapea, A. v. (2013). LEGALITAS WEBSITE KOMERSIAL. Jurnal Teknik Dan Ilmu Komputer, 2. http://ejournal.ukrida.ac.id/ojs/index.php/JTIK/article/view/1293

Kotler, Philip, & Keller. (2017). Manajemen Pemasaran. In Manajemen Pemasaran (Kedua Belas). PT. Indeks.

Oktaviani, F, Rustandi, D. (2018). Implementasi Digital Marketing dalam membangun Brand Awareness. Profesi Humas, 3(1), 5. http://jurnal.unpad.ac.id/profesi-humas/article/view/15878

Puspitasari, N., Faizah, A. N., Okuputra, M. A., & Narmaditya, B. S. (2021). Implementasi Koperasi Digital di Malang: Apakah Benar-Benar Digital? Prosiding Seminar Nasional Ekonomi Pembangunan, 1(2), 143–150. http://conference.um.ac.id/index.php/esp/article/view/673

Rohmah, N. N. (2019). Efektivitas Digitalisasi Marketing Para Pelaku Usaha Mikro Kecil dan Menengah (UMKM) di Lombok (Analisis Media Equation Theory). Al-I’lam: Jurnal Komunikasi Dan Penyiaran Islam, 3(1), 1. https://doi.org/10.31764/jail.v3i1.1363

Yulida, R., Rosnita, R., Kurnia, D., Andriani, Y., & Septya, F. (2020). Pembuatan dan pelatihan website Koperasi Kelapa Sawit (KUD Milik Bersama) berbasis android di Desa Bukit Lingkar Kabupaten Indragiri Hulu. Unri Conference Series: Community Engagement, 2, 416–422. https://doi.org/10.31258/unricsce.2.416-422.

Ghofar, A., Pangestuti, E., Wulandari, P. P., Subandi, H., Kusumadewi, A.W. (2021). Strengthening The Governance of Village-Owned Business Entity (BUMDes) for Sociopreneurship Encouragement. The International Journal of Accounting and Business Society, 29(3), 212-218. https://ijabs.ub.ac.id/index.php/ijabs/article/view/451

Downloads

Published

2023-08-01

How to Cite

Rusydi, M. K., Handaru, W. C., Riza, M. F., Umam, K., Kusumadewi, A. W., Fitriana, D., Bilqisa, Y., Fauzia, V. E., Maesa, S., Larasati, W. K., & Jawo, M. (2023). Optimizing The Marketing Activities of Koperasi Jasa Pegawai Republik Indonesia (Kjpri) Of Universitas Brawijaya Through The Adoption Of Digital Technology. The International Journal of Accounting and Business Society, 31(2), 192–206. https://doi.org/10.21776/ijabs.2023.31.2.744

Issue

Vol. 31 No. 2 (2023): The International Journal of Accounting and Business Society

Section

Articles

License

Copyright (c) 2023 The International Journal of Accounting and Business Society

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles.

 

Most read articles by the same author(s)