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All Journal Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis MIMBAR INTEGRITAS
Farisah Keke Nola Padang
Universitas Islam Negeri Sumatera Utara
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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STRATEGI PROMOSI UMKM MELALUI SPANDUK DAN GOOGLE MAPS PADA WARUNG KOPI BREMA PEPAYOSA Uswatun Hasanah; Zhavira Handayani; Farisah Keke Nola Padang; Siti Aisyah
MIMBAR INTEGRITAS : Jurnal Pengabdian Vol 5 No 1 (2026): JANUARI 2026
Publisher : Biro Administrasi dan Akademik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/mimbarintegritas.v5i1.7780

Abstract

UMKM di wilayah pedesaan umumnya masih mengalami kendala dalam kegiatan promosi serta pemanfaatan teknologi digital. Penelitian ini bertujuan untuk mengkaji efektivitas penggunaan spanduk dan pemetaan lokasi usaha melalui Google Maps pada Warung Kopi Brema Pepayosa yang berlokasi di Desa Sugihen, Kabupaten Karo. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi yang dilaksanakan pada Agustus 2025 dalam rangka kegiatan Kuliah Kerja Nyata (KKN). Hasil penelitian menunjukkan bahwa pemasangan spanduk berkontribusi terhadap peningkatan visibilitas usaha dan mampu menarik sekitar empat hingga lima pelanggan baru per hari, sedangkan pemanfaatan Google Maps membantu memperluas jangkauan pasar serta memudahkan konsumen dalam mengakses lokasi usaha. Secara keseluruhan, strategi promosi berbasis perpaduan antara media konvensional dan digital ini terbukti praktis, hemat biaya, dan efektif dalam mendukung pengembangan UMKM di wilayah pedesaan.
Brand Authenticity, Digital Interaction, and Sensory Experience as Predictors of Local Coffee Repurchase Intention Farisah Keke Nola Padang; Zuhrinal M Nawawi; Atika
Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Vol 10 No 5 (2026): October
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM), STIE Krakatau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/relevansi.v10i5.435

Abstract

This study aims to examine the effect of brand authenticity, digital interaction, and sensory experience on repurchase intention of local coffee among Millennials and Generation Z, with novelty in integrating these three variables into a single empirical model representing cognitive, social, and affective dimensions. This research employs a quantitative approach with an explanatory design involving 100 respondents selected through purposive sampling and analyzed using multiple linear regression. The results indicate that brand authenticity has a positive and significant effect on repurchase intention (β = 0.488; p < 0.05), while sensory experience is the most dominant factor (β = 0.883; p < 0.001). In contrast, digital interaction does not have a significant effect (β = -0.030; p > 0.05). Simultaneously, all variables significantly influence repurchase intention, explaining 61.8% of its variance. These findings highlight that consumer loyalty in local coffee is primarily driven by sensory experience and perceived authenticity rather than digital interaction, suggesting that practitioners should prioritize enhancing product experience and authenticity as key strategies to increase repurchase intention.
Co-Authors Atika Siti Aisyah Uswatun Hasanah Zhavira Handayani Zuhrinal M Nawawi