Digital Service Innovation and Marketing Performance of Campus Cooperatives: A Descriptive Study Based on Secondary Data
DOI:
https://doi.org/10.60023/4e9zhj50Keywords:
digital service innovation, marketing performance, campus cooperatives, secondary data, digital transformationAbstract
This study aims to analyze digital service innovation and its relationship with the marketing performance of campus cooperatives. The research employed a descriptive quantitative approach using secondary data obtained from financial reports, Annual Member Meeting (RAT) documents, and cooperative activity reports during the 2023–2025 period. Data were analyzed using documentation techniques, descriptive analysis, and trend analysis to examine the development of cooperative revenue, Net Operating Surplus (SHU), and forms of digital innovation implemented by the cooperative. The findings show that campus cooperatives gradually implemented several digital service innovations, including QRIS-based cashless payment systems, digital transaction recording, and social media utilization for promotion and communication. During the study period, cooperative revenue increased from IDR 1,247,350,000 in 2023 to IDR 1,563,480,000 in 2025, accompanied by relatively stable SHU growth. Descriptively, the implementation of digital service innovation was followed by improvements in transaction activity and operational efficiency. However, this study does not statistically test causal relationships because the analysis is limited to descriptive trend analysis based on secondary data. This study implies that digital transformation can become a strategic approach to strengthening the marketing performance and sustainability of campus cooperatives in the digital era
Downloads
References
Achmad Solechan, Haryo Kusumo, Ahmad Hafiyyan Shibghatalloh, Arisanti Ayu Wardhani, Hasan Aminda Syafrudin, & Sherly Arwinda. (2025). Peningkatan Kinerja Pemasaran Melalui Digital Marketing, Inovasi dan Orientasi Pasar. 5(1).
Aman, L., Kapa, J. B. A., Trihastuti, S. A., & Pau, T. M. P. (2026). BRIDGING POLICY AND PRACTICE: READINESS TO INTEGRATE ASSESSMENT CENTER OUTPUTS INTO TALENT MANAGEMENT IN THE NTT PROVINCIAL GOVERNMENT. 17.
Ayu, A. W. F., Harahap, B. N., & Asrina, R. (2026). Analisis Penerapan Digital Marketing Pada Koperasi dan UMKM Untuk Meningkatkan Daya Saing Global. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 10042–10051. https://doi.org/10.31004/riggs.v4i4.4665.
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., … Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
Eko Saputra, & Abdul Aziz Ahmad. (2025). Analisis Penilaian Kinerja Ekonomi Daerah Provinsi DKI Jakarta Periode Tahun 2019-2023. 12(5).
Fajar Nugroho, Adya Hermawati, & Ana Sopanah. (2026). Digital Transformation and Innovation Capability Effects on Marketing Performance. 5(1).
Fathorrahman, F., & Nufus, K. (2021). Pemanfaatan Digital Marketing Pada Koperasi Dan Cara Koperasi Menghadapi Financial Technology (Studi Kasus pada BMT Al-Fath IKMI). Jurnal Ilmiah Feasible (JIF), 3(1), 1. https://doi.org/10.32493/fb.v3i1.2021.1-12.7104
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104, 563–575. https://doi.org/10.1016/j.jbusres.2018.10.047.
Martins, F. S., Cunha, J. A. C. D., & Serra, F. A. R. (2018). Secondary Data in Research – Uses and Opportunities. Revista Ibero-Americana de Estratégia, 17(04), 01–04. https://doi.org/10.5585/ijsm.v17i4.2723
Muhajirin, Risnita, & Asrulla. (2024). PENDEKATAN PENELITIAN KUANTITATIF DAN KUALITATIF SERTA TAHAPAN PENELITIAN. 15(1).
Nugroho, W., & Tambunan, L. A. (2025). Transformasi Digital dan Dampaknya terhadap Kompetensi Sumber Daya Manusia di Era Industri 5.0. Jurnal Ilmiah Global Education, 6(3), 1959–1974. https://doi.org/10.55681/jige.v6i3.4172
Pasaribu, D., Tambunan, D., & Sinurat, E. J. (2025). Linking Innovation and Literacy to MSME Performance via Digital Marketing. Jurnal Ilmiah Akuntansi Kesatuan, 13(4), 805–816. https://doi.org/10.37641/jiakes.v13i4.3554
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. https://doi.org/10.32812/jibeka.v11i2.45
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/JPMM.001.1.01.
Puspitasari, N., Faizah, A. N., Okuputra, M. A., & Shandy, B. (2021). Implementasi Koperasi Digital di Malang: Apakah Benar- Benar Digital? 1(2).
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001.
Sunardi, A. A., Difaa, M., & Rukmana, R. (2022). PENDEKATAN KOMUNIKASI BISNIS DALAM PEMBERDAYAAN PELAKU USAHA UMKM DI ERA SOCIETY 5.0.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058–1070. https://doi.org/10.1016/j.indmarman.2012.01.001.
Yasmin, N. & Jhon Veri. (2025). Transformasi Digital dalam Era Society 5.0: Peluang dan Tantangan bagi Start-Up Berbasis Teknologi. Indo-MathEdu Intellectuals Journal, 6(4), 5605–5613. https://doi.org/10.54373/imeij.v6i4.3650.
Zainuddin, Z. (2025). Studi Kualitatif tentang Persepsi dan Pengalaman Pengguna terhadap Teknologi Jasa Transportasi Online. 4.
Zainuddin, Z., & Sutariyono, S. (2025). Penerapan Affiliate Marketing Terhadap Peningkatan Penjualan. Jurnal Ilmiah Ekonomi Manajemen & Bisnis, 6(1), 170–181. https://doi.org/10.60023/t97fqc64.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ekky Noviar, Tohiroh Tohiroh, Syafran Nurrahman (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
