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All Journal Gemi: Jurnal Penelitian dan Pengabdian MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Heni Heni
Universitas Cokroaminoto Yogyakarta
Religion Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice

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Pemberdayaan Masyarakat melalui Implementasi Program Pendidikan, Ekonomi, Pemetaan Wilayah dan Lingkungan di Padukuhan Mojosari Febrianti Leki Nguju; Fansianus Arto; Trimawaty Trimawaty; Heni Heni; Elisabet Anjelita Suryanti; Sahril Sabilal Muhtadin; Riza Dyah Ayu Primasanti; Rizalul Syakir; Geraldo Febreza Perik; Masril Musamdi; Sely Tri Lestari; Ahmad Syafi'i Rahman
Gemi: Jurnal Penelitian dan Pengabdian Vol. 6 No. 1 (2026): Gemi
Publisher : Universitas Cokroaminoto Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/gemi.v6i1.3514

Abstract

This article describes and evaluates the implementation of community empowerment through an integrative Kuliah Kerja Nyata (KKN) program in Padukuhan Mojosari.  The program aims to enhance community capacity in education, economy, spatial mapping, and environmental awareness through an integrative KKN program. The methods include field surveys, observation, Participatory Rural Appraisal (PRA), experiential learning, and qualitative descriptive evaluation using participatory approach. The results show improvements in children’s learning abilities through TPA and tutoring, increased digital marketing capacity of MSMEs, the availability of a hamlet map as spatial planning support, and higher community participation in environmental activities. These findings indicate that an integrative and participatory KKN model effectively supports sustainable community development and strengthens local social capacity.
Pengaruh Tiktok Marketing, Brand Image, dan Price Perception terhadap Purchase Decision Pada Konsumen Kopi KenanganCabang Ruko Tamansiswa Yogyakarta Heni Heni; Heri Prasetyo
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 4 (2026): Oktober : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i4.622

Abstract

The intensive use of social media and the rapid growth of the coffee-shop industry require brands to understand which marketing stimuli actually shape consumer purchase decisions. This study examines the effects of TikTok Marketing, Brand Image, and Price Perception on Purchase Decision among consumers of Kopi Kenangan, Ruko Tamansiswa Branch, Yogyakarta. A quantitative associative design was employed. The population comprised consumers who had purchased at the branch, were at least 17 years old, and had received information or promotion about Kopi Kenangan through digital media. Using purposive sampling, 100 respondents were selected. Data were collected through a five-point Likert questionnaire and analyzed with validity and reliability testing, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination using SPSS. All questionnaire items were valid and reliable, and the regression model satisfied the normality, multicollinearity, and heteroscedasticity requirements. The regression equation was Y = 1.297 - 0.179X1 + 0.560X2 + 1.195X3. TikTok Marketing did not have a significant partial effect on Purchase Decision (t = -1.901; p = 0.060). Brand Image had a positive and significant effect (t = 2.896; p = 0.005), while Price Perception had the strongest positive and significant effect (t = 10.809; p < 0.001; beta = 0.806). Simultaneously, the three variables significantly affected Purchase Decision (F = 81.241; p < 0.001), with R² = 0.717. These findings indicate that TikTok content should be integrated with a strong brand image and a price-value proposition that consumers perceive as fair
Co-Authors Ahmad Syafi'i Rahman Elisabet Anjelita Suryanti Fansianus Arto Febrianti Leki Nguju Geraldo Febreza Perik Heri Prasetyo Masril Musamdi Riza Dyah Ayu Primasanti Rizalul Syakir Sahril Sabilal Muhtadin Sely Tri Lestari Trimawaty Trimawaty