Pemberdayaan Kapasitas Digital Mandraguna Pusaka Indonesia melalui Pengembangan Website Company Profile Berbasis Participatory Action Research

Authors

DOI:

https://doi.org/10.35870/jpmn.v6i2.8353

Keywords:

Company profile website, Digital branding, Participatory action research, Technology transfer, Sustainable agriculture

Abstract

Mandraguna Pusaka Indonesia is a company engaged in sustainable agriculture, producing an amino acid-based liquid organic fertilizer (Mandraguna Grow) developed through hydrolysis technology utilizing cattle leather tanning industry waste. Despite its high innovation value, the company lacked an official digital medium for structurally communicating its corporate identity, products, technology, and circular economy commitment to the public. This Community Service Program (PKM) aimed to develop a professional company profile website as a medium for information, promotion, and education through the Participatory Action Research (PAR) approach. PAR was implemented through five iterative cycle stages: (1) needs and problem identification, (2) website design, (3) website development and technology transfer, (4) implementation and mentoring, and (5) evaluation and monitoring. The website mandragunaindonesia.com was successfully developed and launched online, incorporating ten main pages. Technology transfer was executed through structured content management system training for three HR team members. Comparative before-after evaluation demonstrated significant improvements in digital branding dimensions, information accessibility, and independent content management capacity. These findings reinforce the relevance of PAR as a methodological framework in community service programs oriented toward digital empowerment based on the genuine needs of partner organizations.

Downloads

Download data is not yet available.

Author Biographies

  • Luki Ramdani, Universitas Garut

    Digital Business Study Program, Faculty of Economics, Universitas Garut, Garut Regency, West Java Province, Indonesia

  • Dini Turipanam Alamanda, Universitas Garut

    Digital Business Study Program, Faculty of Economics, Universitas Garut, Garut Regency, West Java Province, Indonesia

  • Fikri Fahru Roji, Universitas Garut

    Digital Business Study Program, Faculty of Economics, Universitas Garut, Garut Regency, West Java Province, Indonesia

  • Eti Kusmiati, Universitas Garut

    Digital Business Study Program, Faculty of Economics, Universitas Garut, Garut Regency, West Java Province, Indonesia

  • Dwi Nurhayati, Universitas Garut

    Digital Business Study Program, Faculty of Economics, Universitas Garut, Garut Regency, West Java Province, Indonesia

  • Diqy Fakhrun Shiddieq, Universitas Garut

    Digital Business Study Program, Faculty of Economics, Universitas Garut, Garut Regency, West Java Province, Indonesia

References

Abiddin, N. Z., Ibrahim, I., & Aziz, S. A. A. (2022). Advocating digital literacy: Community-based strategies and approaches. Academic Journal of Interdisciplinary Studies, 11(1), 198-211. https://doi.org/10.36941/ajis-2022-0013

Al-Khatib, A. W. (2025). DeLone and McLean information systems success model: A literature review. International Journal of Business Information Systems, 48(4), 452-481. https://doi.org/10.1504/IJBIS.2025.145551

Antona, M., Margetis, G., Ntoa, S., & Degen, H. (2023). Special issue on AI in HCI. International Journal of Human-Computer Interaction, 39(9), 1723-1726. https://doi.org/10.1080/10447318.2023.2196748

Arroyabe, M. F., Arranz, C. F., & de Arroyabe, J. C. F. (2024). The integration of circular economy and digital transformation as a catalyst for SME innovation. Business Strategy and the Environment, 33(7), 7162-7181. https://doi.org/10.1002/bse.3775

Bashiri, A., Shirdeli, M., Niknam, F., Naderi, S., & Zare, S. (2023). Evaluating the success of Iran Electronic Health Record System (SEPAS) based on the DeLone and McLean model. BMC Medical Informatics and Decision Making, 23(1), 11. https://doi.org/10.1186/s12911-023-02100-y

Budiarto, B. W., Karyadi, S., Wasiran, W., Pratiwi, R., & Irwan, D. (2024). Improving digital literacy of village communities in Indonesia through IT-based community service programs. Unram Journal of Community Service, 5(1), 45-57. https://doi.org/10.29303/ujcs.v5i1.458

Chen, L., & Zhang, H. (2026). AI-driven web analytics and content optimization frameworks for small business digital transformation. Journal of Systems and Software, 208, 111890. https://doi.org/10.1016/j.jss.2025.111890

Corvello, V., Felicetti, A. M., & Ammirato, S. (2024). Exploring digital transformation strategy to achieve SMEs resilience and antifragility. Journal of Small Business & Entrepreneurship, 36(4), 495-524. https://doi.org/10.1080/08276331.2024.2392080

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008

Detlor, B., Julien, H., La Rose, T., & Serenko, A. (2022). Community-led digital literacy training: Toward a conceptual framework. Journal of the Association for Information Science and Technology, 73(10), 1387-1400. https://doi.org/10.1002/asi.24639

Dwivedi, Y. K., et al. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Gradillas, M., & Thomas, L. D. (2023). Distinguishing digitization and digitalization: A systematic review and conceptual framework. Journal of Product Innovation Management, 41(1), 23-47. https://doi.org/10.1111/jpim.12680

Hall Moran, V., Ceballos-Rasgado, M., Fatima, S., Mahboob, U., Ahmad, S., McKeown, M., & Zaman, M. (2023). Participatory action research to co-design a culturally appropriate COVID-19 risk communication strategy in rural Pakistan. Frontiers in Public Health, 11, 1160964. https://doi.org/10.3389/fpubh.2023.1160964

Hornbaek, K., & Hertzum, M. (2017). Technology acceptance and user experience: A review of the experiential component in HCI. ACM Transactions on Computer-Human Interaction, 24(5), 33. https://doi.org/10.1145/3127358

Isensee, C., Teuteberg, F., Griese, K. M., & Topi, C. (2020). The relationship between organizational culture, sustainability, and digitalization in SMEs. Journal of Cleaner Production, 275, 122944. https://doi.org/10.1016/j.jclepro.2020.122944

Jibril, A. B., et al. (2024). Digital transformation in an emerging economy: Exploring organizational drivers. Cogent Business & Management, 11(1), 2302217. https://doi.org/10.1080/23311886.2024.2302217

Karsen, M., & Pangestu, H. (2022). User-centered UX design thinking approach for designing a university information management system. ISI Journal of Engineering, 27(4), 581-591. https://doi.org/10.18280/isi.270407

Khomenko, I., et al. (2024). Advancing sustainable agriculture: Converting dairy wastes into amino acid fertilizers. Sustainable Production and Consumption, 50, 144-158. https://doi.org/10.1016/j.spc.2024.09.018

Kim, Y., Beland, S. E., & Subramaniam, M. (2026). Crossing the third-level digital divide through digital literacy programs. Journal of the Association for Information Science and Technology, 77(2), 397-413. https://doi.org/10.1002/asi.70032

Li, F., Liu, L., & Wang, Z. (2022). Design factors to improve the consistency and sustainable user experience of responsive interface design. Sustainability, 14(15), 9131. https://doi.org/10.3390/su14159131

Lobler, H., Westermann, A., & Granzow, M. (2025). How small businesses build their brands in a digital world: A systematic review. Review of Managerial Science, 19, 823-864. https://doi.org/10.1007/s11846-025-00931-9

Lukitaningsih, A., et al. (2024). Digital marketing strategies for MSMEs in the post-pandemic era: Evidence from Indonesia. Journal of Business Research, 172, 114447. https://doi.org/10.1016/j.jbusres.2023.114447

Mariani, M. M., et al. (2025). Digital marketing and sustainable innovation in SMEs through bibliometric and systematic review. Cogent Business & Management, 12(1), 2548953. https://doi.org/10.1080/23311975.2025.2548953

Musa, R., et al. (2024). User interface, usability, and user experience. Information Design Journal, 29(3), 204-222. https://doi.org/10.1075/idj.24006.mus

Ong, C. S., & Day, M. Y. (2024). An in-depth analysis of digital marketing trends in SMEs: Bibliometric mapping. Cogent Business & Management, 10(2), 2336565. https://doi.org/10.1080/23311975.2024.2336565

Persistence Market Research. (2025). Amino acid fertilizer market size, share, and forecast 2024-2031. Retrieved from https://www.persistencemarketresearch.com

Rahman, M. A., Smith, J., & Patel, K. (2026). Integrating artificial intelligence and web performance analytics in sustainable agribiz platforms. Computers and Electronics in Agriculture, 218, 108712. https://doi.org/10.1016/j.compag.2025.108712

Rhinesmith, C., et al. (2025). Understanding the value of a digital equity researcher-practitioner collaboration using participatory action research. Journal of Participatory Research Methods, 6(1). https://doi.org/10.35844/001c.129096

Rusly, F., et al. (2024). Toward SMEs digital transformation success: A systematic literature review. Information Systems and e-Business Management, 22(1), 1-45. https://doi.org/10.1007/s10257-024-00682-2

Scuotto, V., Nicotra, M., Del Giudice, M., Krueger, N., & Gregori, G. L. (2021). A microfoundational perspective on SMEs growth in the digital transformation era. Journal of Business Research, 129, 382-392. https://doi.org/10.1016/j.jbusres.2021.01.045

Stige, A., Zamani, E. D., Mikalef, P., & Zhu, Y. (2023). Artificial intelligence (AI) for user experience (UX) design: A systematic literature review. Information Technology & People, 36(1), 1-31. https://doi.org/10.1108/ITP-07-2022-0519

Tambunan, T. (2022). The performance of micro, small, and medium enterprises during and after COVID-19 in Indonesia. Jurnal Ekonomi Indonesia, 11(2), 97-126. https://doi.org/10.52813/jei.v11i2.135

Troise, C., Corvello, V., Ghobakhloo, M., & Festa, G. (2022). How can SMEs successfully navigate VUCA environment: The role of agility in digital transformation strategy. Technological Forecasting and Social Change, 174, 121227. https://doi.org/10.1016/j.techfore.2021.121227

Wagamana, M. A., Howell, K., Teresa, B., & Haynes, T. S. (2023). Youth participatory action research as an empowerment-based method for community change. Journal of Community Practice, 31(3-4), 312-336. https://doi.org/10.1080/10705422.2023.2283446

Westerlund, M. (2020). Digitalization of business models: Key activities and strategies in digitally mature firms. Technology Innovation Management Review, 10(9), 5-16. https://doi.org/10.22215/timreview/1381

Wiweko, A., & Anggara, A. W. (2025). Digital marketing strategies and SME performance in the Indonesian context. International Research Journal of Economics and Management Studies, 4(5), 315-323. Retrieved from https://irjems.org

Xu, W., et al. (2024). A User Experience 3.0 (UX 3.0) paradigm framework: User experience design for human-centered AI systems. arXiv preprint. https://doi.org/10.48550/arXiv.2403.01609

Yusuf, M., et al. (2024). Digital literacy initiatives empowering marginalized communities through technology integration. Indonesian Journal of Studies on Humanities, Social Sciences and Education, 1(2), 60-76. https://doi.org/10.54783/gf8b0m66

Zaman, M. U., & Sulaiman, S. (2026). Digital transformation and innovation in SMEs: A systematic review and future research agenda. Cogent Business & Management, 13(1), 2612775. https://doi.org/10.1080/23311975.2026.2612775

Zhang, Y., et al. (2025). Bio-based fertilizers from waste: Nutrient recovery, soil health, and circular economy impacts. Toxics, 14(1), 90. https://doi.org/10.3390/toxics14010090

Zhou, T., Lu, Y., & Wang, B. (2022). Examining information systems success model in e-government: The role of information quality and service quality. Government Information Quarterly, 39(3), 101688. https://doi.org/10.1016/j.giq.2022.101688

Zhu, F., et al. (2023). A comprehensive analysis of sustainable fertilizer publications within the context of circular economy. Sustainable Production and Consumption, 40, 312-329. https://doi.org/10.1016/j.spc.2023.06.020

Zuber-Skerritt, O., & Fletcher, M. (2021). The quality of action research and its contribution to practice and theory. Action Research, 19(2), 187-208. https://doi.org/10.1177/1476750321991256

Downloads

Published

2026-10-08

Issue

Vol. 6 No. 2 (2026): Agustus 2026 - Januari 2027

Section

Articles

License

Copyright (c) 2026 Luki Ramdani, Dini Turipanam Alamanda, Fikri Fahru Roji, Eti Kusmiati, Dwi Nurhayati, Diqy Fakhrun Shiddieq

Creative Commons License

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

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

How to Cite

Ramdani, L., Alamanda, D. T., Roji, F. F., Kusmiati, E., Nurhayati, D., & Shiddieq, D. F. (2026). Pemberdayaan Kapasitas Digital Mandraguna Pusaka Indonesia melalui Pengembangan Website Company Profile Berbasis Participatory Action Research. Jurnal Pengabdian Masyarakat Nusantara (JPMN), 6(2), 350-363. https://doi.org/10.35870/jpmn.v6i2.8353