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All Journal Prosiding Seminar Nasional Sains Dan Teknologi Fakultas Teknik Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika IKRA-ITH Teknologi Jurnal Sains dan Teknologi IKRA-ITH ABDIMAS IKRA-ITH EKONOMIKA Jurnal Abdi Insani Kresna: Jurnal Riset dan Pengabdian Masyarakat
Yuliani, Nafisah
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Pengaruh Kesadaran Merek, Promosi, dan Harga Terhadap Minat Beli Pada Showroom Liman Jaya Motor Putri Hutabarat, Emanuella; Amalia, Dini; Yuliani, Nafisah
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v9i2.5535

Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh Kesadaran Merek, Promosi,dan Harga terhadap Minat Beli pada Showroom Liman Jaya Motor. Metode pengambilan sampelmenggunakan metode simple random sampling dengan jumlah populasi sebanyak 380 respondendan jumlah sampel akhir sebesar 77 responden. Data analisis menggunakan outer model, innermodel, dan uji hipotesis. Novelty pada penelitian ini yaitu bahwa variable harga tidak berpengaruhdan tidak signifikan terhadap minat beli. Hasil penelitian menunjukan bahwa variabel KesadaranMerek berpengaruh positif dan signifikan terhadap Minat Beli pada Showroom Liman Jaya Motor,dan variabel Promosi berpengaruh positif dan signifikan terhadap Minat Beli pada Showroom LimanJaya Motor, sedangkan variabel Harga tidak berpengaruh positif dan tidak signifikan terhadap MinatBeli pada Showroom Liman Jaya Motor. Besarnya R-Square yang dijelaskan oleh ketiga variabelterhadap Minat Beli adalah sebesar 49,2%. Dalam penelitian ini, variabel yang memiliki pengaruhpaling dominan adalah kesadaran merek, dengan nilai F² sebesar 0,381. Implikasi dari penelitian bagiperusahaan terus memperkuat kesadaran merek serta mengoptimalkan efektivitas strategi promosiyang diterapkan. Meskipun variable harga bukan merupakan faktor utama dalam meningkatkanminat beli, perusahaan tetap perlu mempertimbangkan strategi penetapan harga yang kompetitif agartetap relevan di pasar dan mampu menarik lebih banyak pelanggan. ABSTRACT This study aims to examine whether there is an influence of Brand Awareness, Promotion, andPrice on Purchase Intention at Liman Jaya Motor Showroom. Using the simple random samplingmethod, the study involved 380 respondents with a final sample size of 77. Data analysis was performed using the outer model, inner model, and hypothesis testing. The novelty of this researchlies in the finding that the price variable does not have a significant and positive effect on purchaseintention. The results of the study show that the Brand Awareness variable has a positive andsignificant effect on Purchase Intention at Liman Jaya Motor Showroom, and the Promotion variablehas a positive and significant effect on Purchase Intention at Liman Jaya Motor Showroom, whilethe Price variable does not have a positive and significant effect on Purchase Intention at LimanJaya Motor Showroom. The R-Square value explained by the three variables on Purchase Intentionis 49.2%. In this study, the most dominant variable affecting purchase intention is brand awareness,with an F² value of 0.381. The implications of this research for the company are to continuestrengthening brand awareness and optimizing the effectiveness of the promotional strategiesapplied. Although the price variable is not a major factor in increasing purchase intention, thecompany still needs to consider a competitive pricing strategy to remain relevant in the market and attract more customers.
Pemanfaatan Metode Scamper dalam Pengembangan Produk Kuliner untuk UMKM: Studi Kasus Produk Rendang Kacang Yuliani, Nafisah; Gustina, Dian; Sakti, Essy Malays Sari
Perspektif : Jurnal Ekonomi dan Manajemen Akademi Bina Sarana Informatika Vol 22, No 1 (2024): Maret 2024
Publisher : www.bsi.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jp.v22i1.21360

Abstract

The aim of this research is to find out how to develop culinary MSME products using the Scamper Method. This research uses a quantitative descriptive approach. Bunda's Rendang Shop located in Depok, West Java. Rendang Bunda Shop operates in the culinary sector. The product produced is beef rendang. The variables measured in this research are Strengths, Weaknesses, Opportunities and Threats of the peanut rendang product. The data analysis technique used is SWOT analysis. The results of the research show that the IFE analysis is 3.5, meaning that rendang kacang has quite good advantages, has unique and special strengths as an innovative product, and has more than enough prerequisites for further development. The results of the EFE analysis which is 3.6 means that if you look at the external business environment, Rendang Kacang has quite a large business opportunity. At the same time, there are also threats, even though the existing threats are relatively lower than the possible opportunities for development. With these results, the peanut rendang business still has the opportunity to grow. Innovation in the context of MSMEs: Innovation as the key to sustainability and growth of MSMEs. The role of innovation in increasing the competitiveness of MSMEs in the market. Impact of Innovation on MSMEs: Improved product and service quality, Product diversification to reach a wider market, Operational efficiency through process innovation. The Scamper Method is one way to develop culinary MSME products. This method can help culinary MSMEs to produce innovative and creative product development ideas. This method can be used by various types of companies, from large companies to small and medium companies. Key Words : Scamper Method, Product Development, Rendang Kacang Products
PELATIHAN OLAHAN MAKANAN DAN MINUMAN BERBAHAN JAHE EMPRIT UNTUK PKK, KARANG TARUNA DAN PEMBUDIDAYA TANAMAN JAHE DI KELURAHAN CISARUA KOTA SUKABUMI Budilaksono, Sularso; Sovitriana, Rilla; Trisnawati, Nana; Maulana, Alifaqul; Dewi, Euis Puspita; Nasution, Evi Syafrida; Trikariastoto, ST; Effendi, Maya Syafriana; Yuliani, Nafisah
Jurnal Abdi Insani Vol 11 No 2 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i2.1545

Abstract

Sukabumi City is famous for MSMEs that make ginger candy.   This MSME is located in RW 18, Cisarua Village, Sukabumi City. They have land for ginger plants but the ginger plants can only be harvested after they are 9 months old. The problem faced by PP is that PKK women, youth groups and ginger cultivators have not been able to process food and drinks made from ginger optimally. The main products of this village are currently only ginger candy and several processed ginger derivative products which are only in the trial stage. Training on processing food and drinks made from emprit ginger is a community service activity aimed at improving the skills and knowledge of the PKK group, Karangtaruna, and ginger plant cultivators in Cisarua Village, Sukabumi City.   Emprit ginger, chosen as the main ingredient, has high nutritional value and health benefits. This training is expected to have a positive impact on the local economy and improve community welfare. It is hoped that processed food and beverage products made from ginger can become a mainstay of village products. This community service method uses lecture methods, practical demonstrations of making processed foods and drinks made from ginger and interviews. With this combination of qualitative methods, it is hoped that the training results will be maximized. The final result of the training was that PKK women, Karangtaruna and ginger cultivators were able to process ginger into various foods and drinks with high taste for sale and marketing. Participants can demonstrate how to prepare ginger-based dishes and drinks under the guidance of a team of community service presenters. This demonstration will be held on September 5-6 2023. This training was successful in increasing participants' knowledge and skills in processing emprit ginger into various kinds of food and drink products with economic value with the indicator that participants were able to process ginger into various foods and drinks with high selling value. The foods that were successfully made were various cakes, steamed cakes, cookies, jehe coffee, ginger chocolate, etc.
PERAN HOMESTAY DALAM PENGEMBANGAN EKONOMI DAN PARIWISATA DESA MARGALUYU, PENGALENGAN, JAWA BARAT Yuliani, Nafisah; Trisnawati, Nana; Idaman, Nur; Budilaksono, Sularso; Suryani, Fitri; Marhalinda, Marhalinda; Suwartane, I Gede Agus
Jurnal Abdi Insani Vol 11 No 2 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i2.1569

Abstract

The problems of community service partners in Margaluyu Pengalengan Village, West Java are: optimizing homestay management, product development and tourist attractions, marketing and promotion, involvement of local communities. The aim of community service is: identifying homestay opportunities generated for the local community of Margaluyu Village, Pengalengan, exploring the potential of homestays in the Margaluyu Village area, Pengalengan, exploring the role of homestays in the economic and tourism development of Margaluyu Village, Pengalengan. Improvements that have been made by homestay owners require support from the government and related agencies in providing tourist village infrastructure. Local governments are working with villagers to improve accessibility, repair roads, provide clean water sources, and improve sanitation. Apart from that, other supporting facilities have also been improved, such as providing stable electricity and adequate internet access. This provides long-term benefits for village communities and strengthens the attractiveness of the Situ Cipanunjang Tourism Village, Margaluyu Pengalengan Village, West Java. Thus, the role of homestays in economic development in Margaluyu Pengalengan Village, West Java, Pengalengan, is very significant. Apart from providing a direct economic impact through increasing people's income, homestays are also a catalyst for infrastructure development, community empowerment and promotion of local products. With the right support from various related parties, homestays can become one of the main driving forces in developing the local economy and improving community welfare in Margaluyu Pengalengan Village, West Java.
Co-Authors Budilaksono, Sularso Dian Gustina, Dian Diana Novita Dini Amalia, Dini Effendi, Maya Syafriana Euis Puspita Dewi, Euis Puspita Evi Syafrida Nasution Fitri Suryani Herwanto, Agus Idaman, Nur Marhalinda, Marhalinda Maulana, Alifaqul Pramestari, Diah Putri Hutabarat, Emanuella Sakti, Essy Malays Sari Siti Sujatini, Siti Sovitriana, Rilla Suwartane, I Gede Agus Syamsiar, Syamsiar Trikariastoto, ST Trisnawati, Nana Yunianto, Andika Yunita Sari Zuhdi, Muhammad Hasanudin