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All Journal Horizon: Indonesian Journal of Multidisciplinary Edusight Jurnal Pengabdian Masyarakat (EduJPM)
Saiful Rizal
Universitas Hafshawaty Zainul Hasan
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Digital Marketing, Brand Image dan Promosi terhadap Keputusan Pembelian pada Kentucky Fried Chicken (KFC) Kota Probolinggo Saiful Rizal; Adi Putra Darmawan; Beny Yusman; Sri Nurhasana; Ummi Latifah; Isyvina Unaizah Royya
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.5671

Abstract

This study aims to examine the effect of digital marketing, brand image, and promotion on consumer purchasing decisions at Kentucky Fried Chicken (KFC) in Probolinggo City. This research employs a quantitative method with a causal associative approach. The sample consists of 100 respondents who are KFC consumers in Probolinggo City, selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that digital marketing, brand image, and promotion have a significant effect on purchasing decisions both partially and simultaneously. Brand image is the most dominant variable, with the highest t-value of 7.726. These findings suggest that improving digital marketing strategies, strengthening brand image, and implementing effective promotional activities can enhance consumer purchasing decisions. However, this study is limited to three independent variables and a specific research scope, which limits generalization. Therefore, companies are advised to improve marketing strategies, and future research should include additional variables and broader research areas.  
Enhancing Digital Skill Understanding to Support Product and Marketing Innovation for Embroidery and Snack MSMEs within the Pajarakan Maju Small and Medium Industry (IKM) Cluster, Probolinggo Regency Ummi Latifah; Adi Putra Darmawan; Sri Nurhasana; Beny Yusman; Saiful Rizal; Isyvina Unaizah Royya
Edusight Jurnal Pengabdian Masyarakat Vol. 3 No. 2 (2026): Edusight Jurnal Pengabdian Masyarakat
Publisher : Yayasan Meira Visi Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69726/edujpm.v3i2.305

Abstract

MSMEs play a crucial role in supporting both regional and national economic growth. However, the advancement of digital technology requires MSME operators to possess an adequate understanding of how technology can be leveraged for business development. A persistent challenge for MSMEs is a limited understanding of the digital skills that can be utilized to foster product innovation and enhance marketing efforts. This situation was observed among MSMEs belonging to the IKM Pajarakan Maju group in Probolinggo Regency—specifically Lili Bordir, Cindy Bordir, and Holifah Keripik. This community service initiative aimed to enhance MSME operators' understanding of the importance of digital skills in supporting product innovation and business marketing. The activity was conducted through a collaboration between Universitas Hafshawaty Zainul Hasan (UNHASA) and Universitas Pembangunan Nasional “Veteran” Jawa Timur (UPNVJT), employing a participatory approach that included observations, field visits, sharing sessions, interactive discussions, and evaluations. The results indicate that MSME operators gained valuable insights into using digital media for promotion, the importance of establishing a business identity on digital platforms, and opportunities for product innovation enabled by digital technology. Furthermore, the activity raised participants' awareness regarding the necessity of adapting to technological advancements to boost business competitiveness. Thus, this community service initiative has made a positive contribution to improving MSME operators' digital skills, serving as a foundational step toward developing businesses that are more adaptable to the evolving digital economy.
Co-Authors Adi Putra Darmawan Beny Yusman Isyvina Unaizah Royya Sri Nurhasana Ummi Latifah