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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) GANDRUNG: Jurnal Pengabdian Kepada Masyarakat
Fresha Febri Yunus
Universitas Internasional Batam
Decision Sciences, Operations Research & Management Physics Other

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The Application of Digital Marketing to UMKM Roso Kangen Pakde Fresha Febri Yunus; Ronny Firdiansyah Arief
GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 1 (2023): GANDRUNG: Jurnal Pengabdian Kepada Masyarakat
Publisher : Fakultas Olahraga dan Kesehatan, Universitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/gandrung.v4i1.2379

Abstract

UMKM Roso Kangen Pakde is a business engaged in culinary food. This Roso Kangen Pakde culinary business provides many menus such as mie ayam, bakso, ayam penyet, pecel lele and many others. The purpose of implementing digital marketing for the Roso Kangen Pakde business is so that this business can be better known by the people of Batam. Create a good business image so that consumers are interested in visiting and can increase sales turnover. This program collects data using observation, documentation and interview methods. Based on the results of implementing digital marketing promotions, Roso Kangen Pakde business using Instagram and Mailchimp is able to provide the latest information to business owners about knowledge of how to use social media as a good digital promotion tool. The implementation of Instagram for the Roso Kangen Pakde business as a promotional tool is useful for providing information to consumers such as food menus along with photos of food, whatsapp numbers that can be contacted and google maps links which make it easier for consumers to find business locations.
ANALISA PENGARUH BRAND (AWARENESS, ASSOCIATION & IMAGE) DAN PERCEIVED (QUALITY & VALUE) TERHADAP PURCHASE INTENTION MELALUI PERAN MEDIASI BRAND LOYALTY Fresha Febri Yunus; Ronny Firdiansyah Arief
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 9 No 3 (2022): JMBI UNSRAT Volume 9 Nomor 3
Publisher : FEB Universitas Sam Ratulangi Manado

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Abstract

Abstract : This study aims to determine the influence of brand and perceived that affect the purchase intention of a smartphone brand in Batam City which is mediated by brand loyalty. This study focuses on taking samples of consumers who have the intention to buy smartphone brands from Iphone, Vivo, Oppo, Xiaomi, and Samsung. The findings in the study were conducted on 309 respondents who are interested in buying a smartphone brand. The data analysis method used in this study through Partial Least Square Structural Equation Modeling (PLS_SEM) with the help of the SmartPLS Version 3.0 program. The results show that brand loyalty, brand association, and brand image significantly affect purchase intention, while brand awareness, perceived quality, and perceived value did not significantly affect purchase intention. Furthermore, the results showed that brand awareness, brand image, and perceived value had a direct and significant effect on brand loyalty. The remaining variable brand association, perceived quality, has no significant effect on brand loyalty. For indirect testing, it was found that brand awareness, brand image, and perceived value can have a better effect on purchase intention through brand loyalty mediation.
Co-Authors Ronny Firdiansyah Arief