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All Journal Target : Jurnal Manajemen Bisnis JILPI Jurnal Ilmiah Pengabdian dan Inovasi
I.G.A. Arista Pradnyani
Universitas Mataram
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Membangun Strategi Pemasaran dalam Meningkatkan Daya Saing Bisnis Pasca Pandemi Covid-19 Abdurrahman Abdurrahman; Nila Rahayu; Yeldi Dwi Genadi; I.G.A. Arista Pradnyani
Target : Jurnal Manajemen Bisnis Vol 4 No 2 (2022)
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v4i2.2606

Abstract

This study entitled Establishing Marketing Strategy to Improve Competitive Advantage of Business Pasca Pandemic Covid-19. The aim is to determine the effect of marketing strategy in increasing business competitiveness after the Covid-19 pandemic. The objects of this research are business actors, in this case students at the Faculty of Economics and Business who own businesses and have been running for at least one year. The sampling technique used in this study is Quota Sampling, where the number of samples has been determined in advance, in this case the respondents are business actors from students who are members of the Student Preneuship Program at the Faculty of Economics and Business, University of Mataram. Analysis and testing of hypotheses used the Statistical Package for the Social Sciences (SPSS) with research instruments using questionnaires which were distributed online with the help of Google forms. The analysis carried out in this research is multiple linear regression analysis, while the testing stages are validity test, reliability test, multiple regression analysis, hypothesis testing through F test and t test, with product moment correlation coefficient. From the regression analysis, the equation is obtained Y = 1.013 + 0.471X1 + 0.251X1 + 0.382X3 + 0.211X4. Hypothesis testing using the F test shows that the four independent variables studied are proven to simultaneously influence purchasing decisions, where the value of F count> F table (7.514 > 2.58).
Pelatihan Entrepreneurship dan Strategi Pemasaran Pada Pelaku UMKM di Kota Mataram dan Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Mataram Abdurrahman; Adrianda Anwar; Nila Rahayu; Zamroni Alpian Muhtarom; I.G.A. Arista Pradnyani
JILPI : Jurnal Ilmiah Pengabdian dan Inovasi Vol. 1 No. 2 (2022): Desember
Publisher : Insan Kreasi Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1161.514 KB) | DOI: 10.57248/jilpi.v1i2.91

Abstract

Abstract: The purpose of this training is to increase the understanding of MSMEs in the city of Mataram and business actors from FEB Unram students through entrepreneurship training and sustainable marketing strategies. In addition, this training is conducted to provide added value and increase various knowledge about the entrepreneurial spirit and marketing strategies that help sustainability their business. The method of implementing this service program is carried out with initial assistance to partners related to the problems and constraints faced. Therefore, both parties implemented the program through three stages, namely preparation of materials, training or outreach, and recommendations.
Co-Authors Abdurrahman Abdurrahman Abdurrahman Adrianda Anwar Nila Rahayu Yeldi Dwi Genadi Zamroni Alpian Muhtarom