Mount Hope Management International Journal

PENGARUH PEMASARAN DAN INOVASI TERHADAP BRANDING UMKM TAWANGMANGU

Doni Andreas — Fri, 30 Jan 2026 00:00:00 +0700

The objectives of this study are: 1) to determine the influence of marketing on product branding innovation in Tawangmangu MSMEs, 2) to determine the branding innovation of Tawangmangu MSMEs in improving marketing quality, and 3) to determine the marketing strategies implemented by Tawangmangu MSMEs in improving branding quality. The data collection technique used a quantitative approach with a survey method, namely distributing questionnaires to MSMEs in Tawangmangu and customers, which were then processed using SPSS version 22. Data analysis was conducted using multiple linear regression to test the influence of marketing and innovation on MSME branding. The results of the multiple linear regression test indicate a significant influence between marketing and innovation. Marketing and innovation jointly influence branding because they have a Sig greater than 0.05.

STRATEGI DIGITAL MARKETING DALAM MEMBANGUN KEUNGGULAN KOMPETITIF BERKELANJUTAN UMKM BOLU UBI UNGU: PENDEKATAN RESOURCE-BASED VIEW

Samuel T.A, Philip Invokavid A.F , Bernard V.S Pandie , Alfrin S Dillak — Tue, 27 Jan 2026 00:00:00 +0700

This study examines the role of digital marketing strategy as an internal resource supporting sustainable competitive advantage in the Purple Sweet Potato Bolu (Bolu Ubi Ungu) MSME using the Resource-Based View (RBV) approach. Amidst intense digital market competition, MSMEs often lack measurable online marketing capabilities. A descriptive qualitative approach using the Bongu case study was used to map strategies such as social media content, SEO, and influencer marketing. The results show that unique digital marketing capabilities (valuable, rare, inimitable, organized/VRIO) increased brand awareness, customer loyalty, and sales by up to 40% in six months. The implication is that MSMEs must integrate digital marketing as a strategic asset for business sustainability.

STRATEGI SUPPLY CHAIN RISK MANAGEMENT PADA UMKM

Sabet Friskila — Fri, 30 Jan 2026 00:00:00 +0700

This study discusses supply chain risk management strategies for Micro, Small, and Medium Enterprises
(MSMEs) amidst increasing consumer demand and intense competition. The purpose of this study is to
identify various types of risks that may arise in supply chain activities and formulate effective mitigation
strategies. The method used is a literature review that identifies nine types of internal risks, including
quality risk, accidents, fire, security, fraud, market risk, infrastructure threats, technology connectivity
risks, and human factors, as well as six external risks covering political, social, environmental, economic,
technological, and legal risks. The results show that the implementation of international quality standards such as ISO, routine quality inspections, occupational safety training, technology-based surveillance systems (CCTV, IoT, blockchain), and periodic internal audits are effective mitigation measures. In conclusion, comprehensive supply chain risk management is essential to maintain operational smoothness, improve cost efficiency, and ensure the sustainability of MSME businesses.

PENGARUH DIGITAL ADS TERHADAP PENJUALAN PRODUK PERJALANAN WISATA ROHANI KE TANAH SUCI OLEH VITRA TOUR

Aloysius Timoty, Rista Angriani, Khenny El Yabes Johananta — Fri, 30 Jan 2026 00:00:00 +0700

This study examines the influence of Digital Ads on the sales of religious tourism packages to the Holy Land by Vitra Tour. In the evolving digital era, digital marketing has become an essential component of business strategy, including in the religious tourism industry. Using a qualitative approach with in-depth interview methods, this research reveals that although Vitra Tour utilizes Digital Ads as one of its marketing strategies, word of mouth marketing remains the primary driver of sales growth. Research findings show that in the last three months, Vitra Tour served 31 participants with annual total participants reaching 80-100 people. Digital Ads play a role in increasing brand visibility and expanding market reach; however, the company's success is more determined by its ability to provide quality and meaningful travel experiences. This study concludes that an integrated marketing approach combining digital marketing with word of mouth marketing, coupled with a focus on service quality, is an effective strategy in building and maintaining business sustainability in the religious tourism sector.

MENTORSHIP DALAM PENGEMBANGAN SUSTAINABILITY BUSINESS USAHA KRIPNAS (KERIPIK NASI)

Yua Sahara Suci Hapsari — Tue, 27 Jan 2026 00:00:00 +0700

This study examines the role of mentorship in developing sustainability-oriented business practices at Kripnas (Rice Chips) as a food-based MSME. Mentorship plays an important role in transferring knowledge, sustainability values, and responsible business practices to support long-term business continuity. Using a qualitative case study approach based on business documentation, observations, and MBKM internship reports in 2025, the study finds that mentorship contributes to strengthening human resource capacity, improving business awareness, and reinforcing sustainable production and marketing practices. The results highlight that continuous mentorship is a key factor in supporting the sustainability of MSMEs such as Kripnas.