Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Journal of Business and Management Inaba Jurnal Padamu Negeri
Hayyu Rahmawati
Sekolah Tinggi Ilmu Ekonomi Bima
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Effect of Promotion and Brand Image on Consumer Buying Interest in Ayuithafreshmarket Hayyu Rahmawati; Sri Ernawati; Ismunandar Ismunandar
Journal of Business and Management Inaba Vol. 5 No. 1 (2026): Volume 5 Number 1, June 2026
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/h7jaee77

Abstract

This study aims to examine the effects of promotion and brand image on consumers’ purchase intention at AyuithaFreshMarket. Increasing competition among retail and fresh-goods stores requires AyuithaFreshMarket to implement appropriate strategies to keep consumers interested in buying. Promotion functions as a communication tool to convey product information, while brand image shapes consumers’ perceptions and trust in the store. The research used a quantitative method with a causal-associative approach. Data were collected via questionnaires distributed to 77 consumer respondents of AyuithaFreshMarket, using purposive sampling. Data analysis included validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination using SPSS. The results show that promotion and brand image, both partially and simultaneously, have a positive and significant effect on consumers’ purchase intention at AyuithaFreshMarket. The brand image variable has the most dominant influence compared with promotion, indicating that consumers’ positive perceptions of the AyuithaFreshMarket brand are a key factor driving purchase decisions. It is recommended that AyuithaFreshMarket continue to increase the intensity of informative and attractive promotions and strengthen its brand image through consistent product quality and service so that consumers’ purchase intention continues to rise.
Pemetaan Potensi UMKM Lokal di Kelurahan Karijawa Kabupaten Dompu Sebagai Upaya Penguatan Ekonomi Masyarakat Berbasis Data Amirul Mukminin; Rahmat Mauidin; Hayyu Rahmawati; Feti Amelia; Uswatun Hasanah; Putri Amalia
Jurnal Padamu Negeri Vol. 3 No. 4 (2026): Oktober : Jurnal Padamu Negeri (JPN)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/nxv18a06

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are an important sector that contributes to economic growth and community welfare. However, MSME development often faces challenges due to the limited availability of accurate data on business characteristics, business locations, and the income levels of business owners. Similar conditions were found in Karijawa Subdistrict, Dompu Regency, where MSME data had not been systematically organized, making it difficult to plan community economic empowerment programs. This community service activity aims to describe the potential of local MSMEs as an effort to strengthen the community's economy through a data-driven approach. The implementation methods included identifying the conditions of the target community, collecting MSME data, mapping business potential based on business type, location, and monthly income, compiling a baseline MSME database, and conducting activity monitoring and evaluation. The results indicate that the culinary sector is the most dominant business category, followed by trade, services, and handicrafts. Most MSMEs are located near main roads and organizational areas, while the majority of business owners earn between IDR 2,000,000 and IDR 5,000,000 per month. The resulting database provides more structured information on MSME conditions and can serve as a basis for developing community empowerment programs and local economic development initiatives. Therefore, MSME mapping has proven effective in providing accurate data and supporting data-driven decision-making to strengthen the local economy in Karijawa Subdistrict, Dompu Regency.
Co-Authors Amirul Mukminin Feti Amelia Ismunandar dan Irma Mardian Putri Amalia Rahmat Mauidin Sri Ernawati Uswatun Hasanah