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All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan
Putra Pratama
Universitas Muhammadiyah Tangerang
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice

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The Role Brand Image and Location on Buying Interest Instagram Social Media at Coffee Shop in Tangerang City Putra Pratama; Daenulhay Daenulhay; Imam Muttaqijn
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol 12 No 1 (2024): Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis - Juli 2024
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaemb.v12i1.5838

Abstract

This study aims to find out determine the number of influence of the variable brand image, location, on buying interest through instagram social media at Coffee Shops in Tangerang City. The method of this study is quantitative, with respondents all consumers Coffee Shop Tangerang City Case Study in Kala Coffee & Eatery and Kedai Seruput, which numbered 100 persons. The technique analysis used is simple and multiple linear regression analysis, with hypothesis testing methods, namely t-test and F-test. The results of hypothesis testing state that partially or simultaneously Brand Image, Location, and Buying Interest variables positive and significant effect on the Instagram Social Media variable, with the number of influence of each partial effect being 24% and 19%. However, the magnitude of the simultaneous influence on the independent variable on Purchase Interest is 46.6%, while the remaining 53.4% ​​is influenced by other factors not examined in this study. The influence of Brand Image and Location using the role of Social Media effectively affects consumer buying interest will increase.
Langkah Praktis Menuju Persaingan Bisnis yang Lebih Sehat Melalui Digitalisasi UMKM Kelurahan Benda, Kota Tangerang Cahyani Kurniastuti; Priyo Susilo; Ismayudin Yuliyzar; Putra Pratama; Suparman Suparman
Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan Vol. 1 No. 4 (2024): Oktober: Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/aksinyata.v1i4.552

Abstract

The aim of implementing community service in Benda sub-district is to support business actors in promoting SME products in Benda sub-district, Tangerang-Banten City. This activity began with a preparation and field survey stage, which involved direct discussions with the village administrators and village officials of Benda Subdistrict to identify the needs, opportunities and challenges faced by SME business actors. Next, the service team carries out the socialization and training stage, which includes five important aspects: (1) how to create attractive products, (2) choosing a strategic location, (3) practice of creating easy promotional content on social media, (4) distribution strategy products to reach customers, and (5) online marketing. This activity aims to produce SMEs in Benda sub-district, especially home-based businesses, who have an entrepreneurial spirit so they are able to create good marketing strategies. This research aims to optimize the application of digitalization to MSMEs in Benda Subdistrict, Tangerang City, in order to strengthen their position in increasingly dynamic business competition. Through Community Service with seminars and workshops held to provide motivation and marketing strategies as well as introduce digital technology in MSME business operations. The results show a significant increase in MSMEs' abilities and understanding of marketing strategies and the use of digital technology to face healthy competition.
Co-Authors Cahyani Kurniastuti Daenulhay Daenulhay Ismayudin Yuliyzar Muttaqijn, Muhammad Imam Priyo Susilo Suparman Suparman