The Pendampingan Business Project Sea The Sun melalui Inovasi Produk dan Pemasaran Digital

Authors

  • Layla Hafni
  • Harlen Institut Bisnis dan Teknologi Pelita Indonesia
  • Surya Safari SD Institut Bisnis dan Teknologi Pelita Indonesia
  • Dominicus Josephus Swanto Institut Bisnis dan Teknologi Pelita Indonesia
  • Yutiandri Rivai Institut Bisnis dan Teknologi Pelita Indonesia
  • Novita Yulia Putri Institut Bisnis dan Teknologi Pelita Indonesia

Keywords:

Business Project, Inovasi Produk, Teh Bunga, Pemasaran Digital, Kewirausahaan Mahasiswa

Abstract

Kegiatan kewirausahaan mahasiswa membutuhkan kemampuan untuk mengubah ide kreatif menjadi produk inovatif yang didukung oleh strategi pemasaran yang tepat. Kegiatan pengabdian ini bertujuan untuk mendampingi Business Project (BP) mahasiswa Sea The Sun, yaitu inovasi minuman soda berbasis teh bunga. Produk memadukan teh bunga telang, rosella, dan chrysanthemum dengan soda, jelly, dan popping boba. Pendampingan mencakup pengembangan produk, analisis pasar, pemasaran digital, pembuatan konten, analisis SWOT, dan kelayakan finansial. Metode kegiatan meliputi observasi, diskusi, pendampingan praktik, pengembangan konten digital, implementasi media sosial, dan evaluasi kinerja. Kegiatan menghasilkan tiga varian, yaitu Scarlet Rosella, Butterfly Pea Splash, dan Nectar Chrysanthemum. Instagram, TikTok, dan WhatsApp digunakan untuk pengenalan produk dan promosi. Empat unggahan Instagram menghasilkan engagement rate rata-rata 7,73%, dengan nilai tertinggi 10%. Perencanaan finansial menunjukkan BEP sebesar 4.096 cup per tahun dan NPV sebesar Rp106.289.558 berdasarkan asumsi business project. Kegiatan menunjukkan bahwa pendampingan terstruktur dapat mengintegrasikan inovasi produk, pemasaran digital, analisis strategi, dan perencanaan finansial dalam pembelajaran kewirausahaan berbasis praktik.

Downloads

Download data is not yet available.

References

Amalia, R. T., & von Korflesch, H. F. O. (2021). Entrepreneurship education in Indonesian higher education: mapping literature from the Country’s perspective. Entrepreneurship Education, 4, 291–333. https://doi.org/https://doi.org/10.1007/s41959-021-00053-9

Clifford, J., Emmerling, D., Widney, E., Hamilton, N., & Malone, D. (2020). Seeing Community Engagement as We Are : Student Perceptions of Service-Learning and Social Entrepreneurship Education. International Journal of Research on Service-Learning and Community Engagement, 8(1). https://doi.org/https://doi.org/10.37333/001c.18735

Compare, C., Pieri, C., & Albanesi, C. (2022). Community–University Partnership in Service-Learning: Voicing the Community Side. Journal of Higher Education Outreach and Engagement, 26(2), 79.

Firmansyah, Rahayu, W., & Nurjannah. (2020). Evaluation of the Entreprenuership Education Program Through Extracurricular Activities of Student Company. Jurnal Penelitian Dan Evaluasi Pendidikan, 24(1), 51–61. https://doi.org/https://doi.org/ 10.21831/pep.v24i1.19783

Kulkarni, S. B., & Che, X. (2019). Intelligent Software Tools for Recruiting. Journal of International Technology and Information Management, 28(2), 1–16. https://doi.org/https://doi.org/10.58729/1941-6679.1398

Manumono, D., & Listiyani. (2022). Kajian Perkembangan Teh di Indonesia. Jurnal Agrifitia, 2(02), 133–146. https://doi.org/10.55180/aft.v2i2.281

Muhammad, B. L. S., & Utami, T. L. W. (2023). Penerapan Pemasaran Digital sebagai Media Promosi. Jurnal Online Universitas Muhammadiyah Magelang, (6th Prosiding Business and Economics Conference In Utilizing of Modern Technology 2023), 501–508.

Oscar, B., & Megantara, H. C. (2020). Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Muslim Army. Jurnal Bisnis Dan Pemasaran Volume, 10(1), 1–12.

Qalati, S. A., Yuan, L. W., Khan, M. A. S., & Anwar, F. (2021). A mediated model on the adoption of social media and SMEs’ performance in developing countries. Technology in Society, 64, 101513. https://doi.org/https://doi.org/10.1016/j.techsoc.2020.101513

Shekhar, P., & Huang-Saad, A. (2021). Examining engineering students ’ participation in entrepreneurship education programs : implications for practice. International Journal of STEM Education, 8(40). https://doi.org/https://doi.org/10.1186/s40594-021-00298-9

Sugawara, C. L. (2022). Higher Education Institutions’ Roles in Strengthening Local Capacity for Community Development: An Analytical Framework. Journal of Higher Education Outreach and Engagement, 26(3), 163–176.

Tatik, T., & Setiawan, D. (2024). Does social media marketing important for MSMEs performance in Indonesia? Asia Pacific Journal of Marketing and Logistics, 37(1), 99–114. https://doi.org/https://doi.org/10.1108/APJML-01-2024-0090

Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633–2654. https://doi.org/10.3390/jtaer16070145

Downloads

Published

2026-09-22

Issue

Vol. 6 No. 2 (2026): JUDIKAT: Jurnal Pengabdian Kepada Masyarakat

Section

Articles

Most read articles by the same author(s)

1 2 > >>