Garuda - Garba Rujukan Digital

OPTIMALISASI DIGITAL MARKETING SEBAGAI MEDIA PEMASARAN PRODUK DAN SEKALIGUS PELESTARIAN SENI BUDAYA SUNDA PAGUYUBAN RANGGON UYUT DI DESA CIKERUH JATINANGOR Cucu Hodijah; Hasti Pramesti Kusnara
JURNAL PENGABDIAN MANDIRI Vol. 2 No. 1: Januari 2023
Publisher : Bajang Institute

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Kegiatan Pengabdian kepada masyarakat adalah merupakan pelaksanaan dari pengamalan ilmu pengetahuan, teknologi, dan seni budaya secara langsung kepada masyarakat untuk meningkatkan kesejahteraan. Kegiatan yang dilakukan untuk memberikan ketrampilan dalam optimalisasi digital marketing dan pembuatan flayer digital kepada Paguyuban Kesenian Sunda Ranggon Uyut. Kegitan diawali dengan pemberian edukasi dan juga pelatihan pembuatan flayer digital. Hasil dari kegiatan pengabdian ini pemilik Paguyuban Kesenian Ranggon Uyut memahami bagaimana cara mengoptimalisasikan Digital Marketing dan menggunakan flayer digital untuk memasarkan produknya sekaligus melestarikan kebudayaan khususnya kebudayaan Sunda.

PENGARUH KUALITAS PRODUK DAN PROMOSI TER HADAP KEPUTUSAN PEMBELIAN KERUPUK KULIT SAPI “CITRA SARI” DI DESA CIBURIAL KEC. CIMENYAN Zeffanya Raphael Wijaya; Hasti Pramesti Kusnara; Cucu Hodijah
Media Bina Ilmiah Vol. 17 No. 7: Februari 2023
Publisher : LPSDI Bina Patria

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33578/mbi.v17i7.266

Companies can still compete in the market if in issuing products tailored to the needs and desires of consumers, then communicating the advantages of the product to consumers. A consumer in making a decision to purchase a product can be influenced by several factors, including the quality of the product and the promotions carried out by the company. Referring to this fact, the researcher is interested in conducting research on "The Influence of Product Quality and Promotion on the Purchase Decision of "CITRA SARI" cowhide crackers in CIBURIAL VILLAGE, KEC. CIMENYAN". The problems studied in this study are: (1) Is there any influence of product quality on purchasing decisions of "CITRA SARI" cowhide crackers in CIBURIAL VILLAGE, KEC. CIMENYAN ? (2) Is there any effect of promotion on purchasing decisions of "CITRA SARI" cowhide crackers in CIBURIAL VILLAGE, KEC. CIMENYAN ? (3) Is there any influence between product quality and promotion simultaneously on the purchasing decision of "CITRA SARI" cowhide crackers in CIBURIAL VILLAGE, KEC. CIMENYAN? The methods used in data collection are the questionnaire method (questionnaire) and the documentation method. The data analysis method used in this study is Multiple Linear Regression Analysis which is used to determine the effect of the independent variable and the dependent variable,namely product quality (X1) and promotion (X2) on purchasing decisions (Y). By using the SPSS program, it can be obtained Fcount of 12,449 > Ftable 3.09 with a significance level of 5%, so that the alternative hypothesis (Ha) is accepted, namely that there is a positive influence between product quality and promotion on the purchasing decision of "CITRA SARI" cowhide crackers in CIBURIAL VILLAGE, KEC . CIMENYAN. The conclusion of the research is that there is a positive influence between product quality and promotion on purchasing decisions of "CITRA SARI" cowhide crackers in CIBURIAL VILLAGE, KEC. CIMENYAN. The magnitude of the influence of product quality on purchasing decisions can be seen from the coefficient of determination, which is 0.316. This means that partially the product quality factor influences the purchasing decision by 31.6%. While the coefficient of determination for the promotion variable is 0.128. This means that partially the promotion factor has an effect on purchasing decisions by 12.8%. Based on these results, researchers provide suggestions that producers must be able to maintain product quality so that the resulting product remains an option for consumers. In addition, companies must further improve promotional programs so that promotional activities are carried out more effectively, because promotions function to influence consumer attitudes and preferences in choosing products, as well as to motivate consumers to take positive action, namely making purchase decisions on the products offered.

Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Pemilik Iphone (Studi Pada Mahasiswa Widyatama) Hasti Pramesti Kusnara
Cakrawala Repositori IMWI Vol. 6 No. 3 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i3.386

Penelitian ini dilatarbelakangi oleh adanya fenomena perkembangan smartphone, dimana persaingan antara perusahaan smartphone semakin ketat. Apple merupakan perusahaan yang bergerak di bidang perangkat keras dan lunak, diantaranya perangkat keras yang dibuat oleh Apple adalah Iphone. Apple membuktikan menjadi salah satu perusahaan yang besar, hal ini diperoleh dari penjualan global Apple mencapai 150.000.000 unit, namun di Indonesia menurut TBI tahun 2011 sampai 2013 persentasenya hanya mampu menguasai dibawah 5%, begitu juga pada penjualan di kota semarang menurut Sinarmas Seluler selama 4 bulan terakhir mengalami titik terendah hanya menjual 12 unit dan tertinggi 18 unit. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek dan kualitas produk terhadap eputusan pembelian iPhone. Tipe penelitian ini explanatory research, dengan teknik pengumpulan data melalui kuesioner, studi kepustakaan dan wawancara. Teknik pengambilan sampel menggunakan teknik sensus menggunakan instrumen penelitian kuesioner. Sampel dalam penelitian ini berjumlah 58 responden yang merupakan pengguna iPhone pada mahasiswa S1 Universitas Widyatama. Penelitian ini menggunakan teknik analisis regresi linier dan uji signifikansi digunakan untuk membuktikan hipotesis dengan bantuan SPSS for windows version 20.0.Hasil penelitian ini menunjukkan bahwa citra merek (X1), dan kualitas produk (X2) baik secara bersama- sama maupun sendiri-sendiri berpengaruh positif terhadap variabel dependen keputusan pembelian (Y). Secara simultan citra merek, kualitas produk, memiliki pengaruh terhadap keputusan pembelian sebesar 40,7% menurut regresi berganda. Saran dari penelitian ini adalah yakni pihak Apple perlu meningkatkan kualitas produk pada baterai untuk memenuhi kebutuhan konsumen dan memperkuat citra merek pada promosi produk.

Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies Miko Andi Wardana; Adi Masliardi; Nur Afifah; Mohamad Sajili; Hasti Pramesti Kusnara
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.624

This research examines the impact of Psychographic Segmentation, Promotion, and Location on consumers' Purchase Decisions. Data were collected through an online questionnaire distributed to 90 respondents who had visited hotels in Denpasar, Bali. Statistical techniques such as validity and reliability tests, correlation analysis, and multiple regression analysis were employed for data analysis. The findings indicate that Psychographic Segmentation significantly influences Purchase Decisions. Categorizing buyers based on psychological traits, lifestyle, and values plays a crucial role in shaping consumer preferences and motivations. Promotion also has a significant impact on Purchase Decisions, as effective promotional strategies create awareness and persuade target customers. Additionally, the Location of a business emerges as a critical factor, with strategic placement influencing customers' buying decisions. The regression analysis reveals that Psychographic Segmentation, Promotion, and Location collectively explain approximately 75.1% of the variance in Purchase Decisions. However, it is important to note that factors beyond the study's scope, such as product quality, pricing, brand reputation, and customer service, may also influence purchase decisions. These insights provide valuable guidance for businesses in developing targeted marketing strategies to enhance their competitive advantage. Understanding consumers' psychographic profiles, implementing effective promotions, and strategically locating operations can significantly influence Purchase Decisions, leading to increased sales and overall business success. Future research could explore additional variables to gain a more comprehensive understanding of consumer behavior in purchase decisions.

Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies Miko Andi Wardana; Adi Masliardi; Nur Afifah; Mohamad Sajili; Hasti Pramesti Kusnara
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.624

This research examines the impact of Psychographic Segmentation, Promotion, and Location on consumers' Purchase Decisions. Data were collected through an online questionnaire distributed to 90 respondents who had visited hotels in Denpasar, Bali. Statistical techniques such as validity and reliability tests, correlation analysis, and multiple regression analysis were employed for data analysis. The findings indicate that Psychographic Segmentation significantly influences Purchase Decisions. Categorizing buyers based on psychological traits, lifestyle, and values plays a crucial role in shaping consumer preferences and motivations. Promotion also has a significant impact on Purchase Decisions, as effective promotional strategies create awareness and persuade target customers. Additionally, the Location of a business emerges as a critical factor, with strategic placement influencing customers' buying decisions. The regression analysis reveals that Psychographic Segmentation, Promotion, and Location collectively explain approximately 75.1% of the variance in Purchase Decisions. However, it is important to note that factors beyond the study's scope, such as product quality, pricing, brand reputation, and customer service, may also influence purchase decisions. These insights provide valuable guidance for businesses in developing targeted marketing strategies to enhance their competitive advantage. Understanding consumers' psychographic profiles, implementing effective promotions, and strategically locating operations can significantly influence Purchase Decisions, leading to increased sales and overall business success. Future research could explore additional variables to gain a more comprehensive understanding of consumer behavior in purchase decisions.

Pelatihan Strategi E-Commerce Dalam Mengembangkan Keunggulan Daya Saing Produk Usaha bagi Pelaku Bisnis UMKM Kota Bandung Cucu Hodijah; Hasti Pramesti Kusnara; Umban Adi Jaya
Jurnal Pengabdian UNDIKMA Vol 4, No 3 (2023): August
Publisher : Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v4i3.8565

This service aims to enhance the competitive advantage of MSMEs in the global market through the implementation of e-commerce strategies. The community engagement activity involved 37 registered MSME participants. The training was delivered in the form of interactive learning sessions, covering topics such as e-commerce introduction, digital marketing strategies, the use of social media, marketplaces, and market analysis. The evaluation was conducted by distributing satisfaction questionnaires to participants and then analyzed descriptively. The results demonstrated significant benefits of the e-commerce training for the MSME participants. The participants showed an improved understanding of e-commerce and effective ways to utilize it for product marketing and customer interaction. The majority of participants expressed satisfaction with the training content and methodology.

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