Implementasi Manajemen Operasional dan Pemasaran Digital pada Usaha Brentano Store dalam Meningkatkan Penjualan Produk Sepatu dan Sandal Kulit

Abstract

This Independent Entrepreneurship MBKM activity aims to implement operational management and digital marketing at Brentano Store, a marketplace-based business selling leather shoes and sandals, to increase product sales. The implementation methods include human resource management through division of tasks and performance evaluation, application of digital marketing strategies covering market segmentation, 4P marketing mix, AIDA model, and TikTok digital funnel, as well as financial management through cash flow recording and income statement preparation. The activity was carried out from February to July using a participatory approach and direct observation. The results showed significant business performance improvement with total revenue of Rp136,575,000, positive cash flow, and net profit reaching Rp113,915,000. The implementation of digital marketing through promotional content, live streaming on Shopee and TikTok, and marketplace optimization successfully expanded market reach and increased sales. This program also positively impacted the development of students' entrepreneurial competencies, including improved analytical skills, discipline, responsibility, and readiness to face business challenges. In conclusion, the integration of structured operational management and appropriate digital marketing strategies can drive the growth of MSMEs in the digital economy era.