Model Pengembangan Usaha Menengah Kecil dan Mikro (UMKM) Herbal Berbasis Digital: Studi Kasus Pada Jamu Kito Kota Bengkulu

Dina Hasta Ningsih; Diogi Putra Befa; Sarina

doi:10.32663/ja.v24i1.5618

Authors

Dina Hasta Ningsih Universitas Prof. Dr. Hazairin S. H
Diogi Putra Befa
Sarina

DOI:

https://doi.org/10.32663/ja.v24i1.5618

Keywords:

business resilience, customer relationship management, digital marketing, herbal MSMEs, product innovation

Abstract

Digital transformation has become a critical factor in enhancing the competitiveness and sustainability of Micro, Small, and Medium Enterprises (MSMEs), particularly those operating in the herbal-based industry. However, limited studies have comprehensively examined the integration of product innovation, digital marketing, customer relationship management (CRM), and organizational resilience within herbal MSMEs in regional areas of Indonesia. This study aimed to analyze the development strategy of Jamu Kito, a herbal MSME in Bengkulu City, and to formulate a model for strengthening its competitiveness in the digital era. The research was conducted in April 2025 using a qualitative case study approach. Data were collected through in-depth interviews with the business owner, field observations, and business documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña. The results indicated that Jamu Kito’s competitive advantage was derived from the utilization of natural ingredients without synthetic preservatives, customer-driven product innovation, digital-based marketing activities, and customer relationship management practices that strengthened customer trust and loyalty. The study also revealed that the business demonstrated strong organizational resilience through adaptive strategies implemented after a major fire incident. The novelty of this research lies in the development of an integrated competitiveness model that combines entrepreneurial orientation, herbal product innovation, digital marketing, customer relationship management, and organizational resilience. The proposed model provides both theoretical and practical contributions to the development of sustainable herbal MSMEs in Indonesia.

References

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management. 17(1), 99–120.

Chaffey, D., dan F. Ellis-Chadwick. (2019). Digital Marketing: Strategy, Implementation and Practice. Edisi ke-7. Pearson Education Limited: Harlow.

Febriyantoro, M. T., dan D. Arisandi. (2018). Pemanfaatan digital marketing bagi usaha mikro, kecil dan menengah pada era masyarakat ekonomi ASEAN. Jurnal Manajemen Dewantara. 1(2), 61–76.

Fitriasari, F. (2020). How do small and medium enterprise (SME) survive the COVID-19 Outbreak? Jurnal Inovasi Ekonomi. 5(2), 53–62.

Handayani, T., dan A. M. Fathoni. (2019). Pengaruh customer relationship management terhadap loyalitas pelanggan pada UMKM kuliner. Jurnal Administrasi Bisnis. 8(1), 25–34.

Kaplan, A. M., dan M. Haenlein. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons. 53(1), 59–68.

Kementerian Koperasi dan UKM Republik Indonesia. (2024). Perkembangan Data UMKM Indonesia Tahun 2024. Kementerian Koperasi dan UKM Republik Indonesia: Jakarta.

Kotler, P., dan K. L. Keller. (2016). Marketing Management. Edisi ke-15. Pearson Education: New York.

Kurniawati, D., dan S. Arifin. (2022). Strategi pemasaran digital pada umkm pangan lokal dalam meningkatkan daya saing usaha. Jurnal Agribisnis Indonesia. 10(2), 145–156.

Lestari, E., dan M. R. hidayat. (2021). implementasi customer relationship management dalam meningkatkan loyalitas pelanggan UMKM. Jurnal Manajemen dan Kewirausahaan. 23(1), 34–45.

Mentzer, J. T., W. DeWitt, J. S. Keebler, S. Min, N. W. Nix, C. D. Smith, dan Z. G. Zacharia. (2001). Defining Supply Chain Management. Journal of Business Logistics. 22(2), 1–25.

Miles, M. B., A. M. Huberman, dan J. Saldaña. (2014). Qualitative Data Analysis: A Methods Sourcebook. Edisi ke-3. Sage Publications: California.

Miller, D. (1983). The correlates of entrepreneurship in three types of firms. Management Science. 29(7), 770–791.

Morgan, R. M., dan S. D. Hunt. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58(3), 20–38.

Mulyani, S., dan N. Sari. (2023). Transformasi digital dan kinerja UMKM pasca pandemi di Indonesia. Jurnal Ekonomi dan Bisnis Indonesia. 38(2), 211–224.

Nugroho, A. D., dan N. Azzahra. (2021). Digitalisasi UMKM di Indonesia: peluang dan tantangan. CSIS Working Paper Series. 1(1), 1–18.

Osterwalder, A., dan Y. Pigneur. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons: New Jersey.

Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press: New York.

Pradiani, T. (2018). Pengaruh sistem pemasaran digital marketing terhadap peningkatan volume penjualan hasil industri rumahan. Jurnal Ilmiah Bisnis dan Ekonomi Asia. 11(2), 46–53.

Pulizzi, J. (2012). The rise of storytelling as a clear marketing strategy. Journal of Brand Strategy. 1(2), 116–123.

Purwana, D., R. Rahmi, dan S. Aditya. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani. 1(1), 1–17.

Rahayu, R., dan J. Day. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review. 7(1), 25–41.

Rogers, E. M. (2003). Diffusion of Innovations. Edisi ke-5. Free Press: New York.

Schumpeter, J. A. (1934). The Theory of Economic Development. Harvard University Press: Cambridge.

Setiawan, B., dan N. Fatimah. (2022). Inovasi produk sebagai strategi peningkatan daya saing UMKM herbal di Indonesia. Jurnal Agriekonomika. 11(2), 156–168.

Sulistyo, H., dan S. Ayuni. (2020). Resiliensi UMKM dalam menghadapi krisis ekonomi dan pandemi. Jurnal Ekonomi Pembangunan. 21(2), 145–158.

Teece, D. J., G. Pisano, dan A. Shuen. (1997). Dynamic Capabilities and Strategic Management. Strategic Management Journal. 18(7), 509–533.

Turban, E., J. Outland, D. King, J. K. Lee, T. P. Liang, dan D. C. Turban. (2018). Electronic Commerce 2018: A Managerial and Social Networks Perspective. Edisi ke-9. Springer Texts in Business and Economics: Cham.

Utami, R., A. Prasetyo, dan M. Hidayati. (2022). Peran keterlibatan konsumen dalam inovasi produk UMKM pangan lokal. Jurnal Manajemen Agribisnis. 10(3): 215–227.

Wheelen, T. L., dan J. D. Hunger. (2012). Strategic Management and Business Policy: Toward Global Sustainability. Edisi ke-13. Pearson Education: New Jersey.

Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. Edisi ke-6. Sage Publications: California.