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All Journal Media Mahardhika Asthadarma: Jurnal Pengabdian Kepada Masyarakat
Siwidyah Desi Lastianti
Fakultas Ekonomi, Universitas Merdeka Surabaya
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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HUBUNGAN KELOMPOK ACUAN, PERCEIVED VALUE, PERCEIVED QUALITY DAN MEDIA SOSIAL TERHADAP NIAT PEMBELIAN SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN SEPEDA PUSHBIKE (STUDI PADA KOMUNITAS PUSHBIKE SURABAYA) Novelia Asita Mranani; Siwidyah Desi Lastianti
Media Mahardhika Vol. 20 No. 2 (2022): January 2022
Publisher : STIE Mahardhika

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In line with the development of the business world today, the level of competition in meeting human needs is increasing. Reference groups can generate purchase intentions in consumers towards a product. Likewise with perceived value and perceived quality. Perceived value is an important thing, because if a product is not able to produce value for the product. A company is also supported by producing quality products or having perceived quality that is truly in accordance with its functions and uses, or even has the advantage of a product that is the same as expected by consumers. Information search and ease of use of social media is the most important stage for decision making in shopping on social media. Before consumers make a purchase, usually they will look for information about the desired product or the product being offered by the manufacturer. The purpose of this study was to analyze the influence of reference groups, perceived value, perceived quality and social media on purchase intention. As well as to analyze the effect of purchase intentions on purchasing decisions. The sample of this research is members of the Surabaya Pushbike community, with a total sample of 100 respondents. The analysis technique uses SEM (Structure Equation Model) with PLS (Partial Least Square) program or software. The results showed that of the 9 hypotheses all had a positive and significant effect, there were only 3 hypotheses that had no positive and significant effect. Among other things, perceived value does not have a positive and significant effect on purchase intentions, the reference group does not have a positive effect on purchasing decisions, and social media does not have a positive effect on purchasing decisions.
UMKM Pemberdayaan Bogem “Somano” Dikawasan Mangrove Surabaya Dalam Upaya Peningkatan Omset Pasca Covid-19 Ujang Syaiful Hidayat; Endang Muryani; Dwi Widi Hariyanto; Supartini; Siwidyah Desi Lastianti; Yanna Eka Pratiwi; Novelia Asita Mranani; Naam Fajar Basroni; Indra Wijayanto; Iwan Wahyu Susanto; Ida Budiarti
Asthadarma : Jurnal Pengabdian Kepada Masyarakat Vol. 3 No. 2 (2022): September
Publisher : Universitas Merdeka Surabaya

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This community service activity is carried out by the economics faculty of Merdeka University Surabaya which consists of lecturers and students from two study programs, namely the management study program and the accounting study program. This program focuses on transferring soft skills in the marketing mix to MSMEs empowering mangrove fruit in the mangrove ecotourism area of Surabaya. This activity was chosen specifically as a result of the initial observation that there are still many holes in Somano's MSME promotion practice. The soft skill transfer was successfully implemented and received a positive response from MSME Somano. Various marketing mix knowledge that is transmitted can be easily understood and accepted, and some in the context of improving Somano's MSME marketing strategy are well received.
Co-Authors Dwi Widi Hariyanto Endang Muryani Ida Budiarti Indra Wijayanto Iwan Wahyu Susanto Naam Fajar Basroni Novelia Asita Mranani Supartini Ujang Syaiful Hidayat Yanna Eka Pratiwi