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Yusda, Desi Derina
Fakultas Bisnis, Universitas Mitra Indonesia
Religion Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Bauran Pemasaran Dalam Keputusan Pembelian Pada Kopi 49 Bandar Lampung Yeni Gusmiarti; Evi Meidasari; Desi Derina Yusda
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi Vol. 3 No. 2 (2024): Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi
Publisher : CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/jebmak.v3i2.688

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Bauran Pemasaran dalam Keputusan Pembelian Konsumen pada Kopi 49 Bandar Lampung. Data yang digunakan dalam penelitian ini adalah data primer data yang diperoleh secara langsung dari sumbernya. yaitu melalui responden yang mengisi kuesioner. Teknik analisis yang dilakukan melalui validitas, realibilitas, asumsi klasik, hipotesis, dan regresi linear berganda. Teknik pengambilan sampel yang digunakan adalah teknik Random sampling dengan 188 populasi dan sampel sebanyak 66 responden dengan rumus Slovin penentuan sampel dalam penelitian ini hanya mengambil sampel konsumen tetap kopi 49. Berdasarkan hasil Variabel produk, harga, tempat dan promosi diketahui menunjukkan Hasil dari uji diatas adalah tingkat signifikansi sebesar 0.000 dengan angka f hitung sebesar 49.534 dan f tabelnya sebesar 2.52 dapat dilihat bahwa f hitung 29.534 > f tabel 2.52. Maka dapat diinterprestasikan bahwa variabel bauran pemasaran dapat meningkatkan Keputusan pembelian di Kopi 49 Kota Bandar Lampung.
Analisis Segmentasi Targeting Positioning Terhadap Peningkatan Konsumen Pada Pabrik Roti P.D. Lembur Jaya Natar Desmita Ramadhani; Desi Derina Yusda; M. Renandi Ekatama Surya; Prima Rini MO
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi Vol. 3 No. 3 (2024): Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi
Publisher : CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/jebmak.v3i3.802

Abstract

Analisis Segmentasi Targeting Positioning Terhadap Peningkatan Konsumen di P.D. Lembur Jaya Natar. Penelitian ini bertujuan : (1) untuk mengetahui segmentasi, Targeting dan Positioning dalam penjualan roti di P.D. Lembur Jaya Natar. (2) Untuk mengetahui apasaja kendala dan solusi pada segmentasi, Targeting dan Positioning dalam meningkatkan penjualan di Pabrik Roti P.D. Lembur Jaya. Jenis penelitian ini menggunakan metode kualitatif dan penelitian lapangan. Hasil penelitian ini adalah (1) segmentasi pada Pabrik Roti P.D. Lembur Jaya bervariasi. Ada segmentasi Geografis dimana pasar sasarannya adalah masyarakat menengah ke bawah. Ada segmentasi Demografis yang mana cakupannya meliputi anak anak hingga orang dewasa. Ada segmentasi Psikografis gaya hidup masyarakat menengah kebawah tidak menganggap roti sebagai makan utama. (2) Targeting pada P.D. Lembur Jaya dilihat dari harganya untuk menengah kebawah. Roti P.D. Lembur Jaya bekerja sama dengan beberapa mini market untuk menawarkan menu dan juga pemesanan. (3) Positioning dalam hal ini merupakan roti yang paling banyak diminati oleh kalangan masyarakat dengan jenis roti dan harga yang bervariasi.
DIGITAL MARKETING FOR EXPANSION OF UMKM MARKET FOR BANANA CHIPS PRODUCTS AWARE GROUP IN VILLAGE TOURISM PAHAWANG ISLAND Dirayati, Fadhilah; Novalia Sari, Pipit; Yusda, Desi Derina; Reny, Armalia; Arsandi, William
BEGAWE: Jurnal Pengabdian Masyarakat Vol. 1 No. 2 (2023): BEGAWE: Jurnal Pengabdian Masyarakat, Desember 2023
Publisher : Lembaga Berugak Baca

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62667/begawe.v1i2.26

Abstract

Kegiatan pengabdian kepada masyarakat yang akan dilaksanakan berupa Digital Marketing untuk perluasan pasar UMKM Produk Kripik Pisang Kelompok Sadar Wisata Desa Wisata Pulau Pahawang sehingga UMKM dapat memaksimalkan potensi yang dimiliki dan menyesejahterakaan masyarakat desa wisata pulau pahawang dan sekitarnya. Khalayak sasaran dalam pengabdian kepada masyarakat ini adalah aparat desa, pengelola UMKM Produk Keripik Pisang dan masyarakat sekitar. Pelaksanaan pengabdian kepada masyarakat dilakukan dengan penyuluhan terlebih dahulu kemudian baru melakukan pendampingan akan praktek dari penyuluhan tersebut. Ketersediaan tenaga ahli dari para Dosen Universitas Mitra Indonesia, dan para tenaga pembantu dari Mahasiswa, peserta (masyarakat), Pejabat setempat sehingga terlaksananya kegiatan pengabdian kepada Mayarakat ini. Manfaat yang didapatkan dari kegiatan Pengabdian Kepada Masyarakat ini antara lain dapat mengedukasi pelaku UMKM dan masyarakat dalam penerapan digital marketing. Hasil pengabdian masyarakat diketahui dalam pengelolaan produk-produk UMKM usaha keripik masih memerlukan pelatihan lanjutan dalam pengemasan dan penggunaan aplikasi untuk pemasaran digital
Impact of Change Management, Communication Effectiveness, and Organizational Readiness on Digital Transformation Success Kasrim; Murcahyanto, Hary; Yusda, Desi Derina; Ghade, Fitalis
Journal Management & Economics Review (JUMPER) Vol. 3 No. 5 (2025): November
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i5.729

Abstract

In today’s rapidly evolving digital era, organizations across all sectors face increasing pressure to transform their business processes, technologies, and cultures to remain competitive. This study investigates the impact of change management, communication effectiveness, and organizational readiness on digital transformation success. Using a quantitative research design, data were collected from 312 respondents representing various industries and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The results reveal that all three constructs significantly and positively influence digital transformation success, with organizational readiness emerging as the strongest predictor. Furthermore, communication effectiveness partially mediates the relationship between change management and digital transformation success, while organizational readiness moderates this relationship. The model explains 68.4% of the variance in digital transformation success, demonstrating strong predictive and explanatory power. These findings confirm that successful digital transformation depends not only on technological investment but also on human-centric and organizational capabilities that ensure adaptability, clarity, and preparedness. The study contributes to theoretical advancement by integrating perspectives from change management, communication, and readiness theory within a unified framework. Practically, it offers guidance for leaders to enhance transformation outcomes by promoting transparent communication, structured change processes, and organizational readiness. Ultimately, this research underscores that digital transformation success is achieved when people, processes, and technology are strategically aligned under adaptive management.
TRANSFORMASI INOVASI PRODUK DAN PENGEMBANGAN SDM BERKELANJUTAN BAGI UMKM KOTA METRO-LAMPUNG Indriyani, Susi; Bakti, Umar; Yusda, Desi Derina; Loliyani, Rini; Wardana, Made Ali
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 6 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i6.2261

Abstract

This Community Service (PkM) aims to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Metro City, Lampung, through intensive training in product innovation strategies and sustainable Human Resource Development (HRD). A total of 25 MSME actors from the culinary and craft sectors participated in the three-day activity. The PkM methods included focus group discussions (FGD), material delivery, product innovation design workshops, and post-training mentoring. The evaluation results showed a significant increase in participants' understanding of the importance of product differentiation (35%) and the concept of sustainable HRD (40%). Participants successfully identified at least one new strategic product innovation idea and developed a Simple Employee Development Plan Framework (RPKS). This success indicates that interventions focusing on strategic planning and Human Capital are highly effective in preparing MSMEs to face dynamic market challenges. This training provides a tangible contribution to fostering innovative MSMEs in Metro City with a strong HR foundation for long-term growth, ensured by the formation of the "Metro MSME Innovation Forum" for sustainability.ABSTRAKPengabdian kepada Masyarakat (PkM) ini bertujuan untuk meningkatkan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Metro, Lampung, melalui pelatihan intensif di bidang strategi inovasi produk dan pengembangan Sumber Daya Manusia (SDM) berkelanjutan. Sebanyak 50 pelaku UMKM dari sektor kuliner dan kerajinan berpartisipasi dalam kegiatan yang dilaksanakan selama tiga hari. Metode PkM meliputi focus group discussion (FGD), penyampaian materi, lokakarya desain inovasi produk, dan pendampingan. Hasil evaluasi menunjukkan adanya peningkatan signifikan pada pemahaman peserta terkait pentingnya diferensiasi produk (35%) dan konsep pengembangan SDM berkelanjutan (40%). Peserta berhasil mengidentifikasi satu ide inovasi produk baru yang strategis dan menyusun Kerangka Rencana Pengembangan Karyawan Sederhana (RPKS). Keberhasilan ini menunjukkan bahwa intervensi yang fokus pada perencanaan strategis dan modal manusia (Human Capital) sangat efektif dalam mempersiapkan UMKM menghadapi tantangan pasar yang dinamis. Pelatihan ini memberikan kontribusi nyata dalam menciptakan UMKM di Kota Metro yang inovatif dan memiliki fondasi SDM yang kuat untuk pertumbuhan jangka panjang, dengan jaminan keberlanjutan melalui pembentukan "Forum Inovasi UMKM Metro".
PENGARUH BEBAN KERJA DAN LINGKUNGAN KERJA TERHADAP KINERJA KARYAWAN Malihatus Sa'diah, Malihatus Sa'diah; Helmita, Helmita; Yusda, Desi Derina
Jurnal Bisnis Darmajaya Vol. 11 No. 2 (2025): Jurnal Bisnis Darmajaya
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30873/jurnalbisnis.v11i2.1120

Abstract

This study aims to determine the effect of workload and work environment on employee performance at Perum DAMRI Lampung Branch. In a dynamic work environment, workload and workplace conditions are key factors that influence employee productivity. This research uses a quantitative approach with a survey method and questionnaire as the data collection instrument. The population in this study includes all administrative employees of Perum DAMRI Lampung Branch, with a sample size of 62 respondents. Data analysis was conducted using validity and reliability tests, multiple linear regression analysis, partial (t-test), and simultaneous (F-test) testing. The results show that workload has a positive and significant effect on employee performance. Similarly, the work environment also has a positive and significant effect on employee performance. Simultaneously, workload and work environment significantly affect employee performance, contributing 59.3%, while the remaining percentage is influenced by other factors outside this study. These findings highlight the importance of proportional workload management and a supportive work environment to improve employee performance. This study is expected to serve as a reference for Perum DAMRI management in formulating policies to enhance work quality and employee well-being.
Performance Improvement Through Talent Management, Career Development and Education in Mantri of PT Bank Rakyat Indonesia (BRI) Tbk Teluk Betung Branch Fadlika, Fadlika; Nugroho, Yudhinanto Cahyo; Alie, Maria Septijantini; Hasbullah, Hasbullah; Oktaria, Eka Travilta; Yusda, Desi Derina
Journal of Economics and Management Scienties Volume 8 No. 3, June 2026 (Accepted)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i3.219

Abstract

This study investigates the influence of talent management, career development, and education on the performance of "Mantri" officers at PT Bank Rakyat Indonesia (BRI) Tbk, Teluk Betung Branch. The research addresses a significant gap in the literature concerning field level employees within microfinance banking. Using a quantitative approach with a census of 52 Mantri officers, data were collected via structured questionnaires and analyzed using multiple linear regression. The results reveal that each independent variable talent management, career development, and education has a statistically significant and positive effect on employee performance. Talent management emerged as the most dominant predictor, followed by education and career development. The simultaneous test (F-test) confirmed the model's overall significance, with an R Square value of 0.900, indicating that 90% of the variance in employee performance is explained by the three variables. These findings suggest that integrating human resource practices can substantially enhance performance outcomes, particularly in dynamic frontline roles. This study contributes empirical evidence to support the implementation of strategic HR frameworks in regional banking and underscores the necessity for performance focused talent policies tailored to microfinance service contexts.
Analysis of Educational Service Marketing Strategies in Increasing Prospective Students’ Interest during the New Student Admission Period (PMB) at LP3I Lampung Zhafira, Shelma Anggi; Yusda, Desi Derina; Desmon, Desmon
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 6 No. 1 (2026): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v6i1.1046

Abstract

This study aims to analyze the educational service marketing strategies implemented by LP3I Lampung to increase prospective students’ interest during the New Student Admission period (PPDB). The background of this research is the growing competition among educational institutions, which requires each institution to develop effective and innovative marketing strategies. This research employs a qualitative descriptive method, with data collected through interviews, observations, and documentation studies. The findings reveal that LP3I Lampung applies the 7Ps of service marketing mix, namely product, price, place, promotion, people, process, and physical evidence. The dominant promotional strategies include the use of social media, school seminars, direct visits, and scholarship programs. Service quality, competency-based curriculum, and partnerships with the industrial sector are the main attractions for prospective students. Supporting factors include institutional credibility and alumni networks, while the main challenge comes from competition with universities and other training institutions. The study concludes that an integrated marketing strategy has a positive impact on increasing student enrollment interest at LP3I Lampung. The analytical tool used is Miles & Huberman’s interactive model, which includes three main stages: (1) Data reduction, by selecting, focusing, and simplifying interview and observation results to highlight relevant information; (2) Data display, by presenting the findings in the form of narratives, tables, and matrices to identify patterns and relationships; and (3) Conclusion drawing/verification, by formulating key findings and verifying them for validity.
Penguatan Literasi Pemasaran Digital Pengrajin Emping Melinjo Indriyani, Susi; Novilasari, Pipit; Yusda, Desi Derina; Silvia, Dwi; Nurhartanto, Adhi
Jurnal Abdimas Multidisiplin Vol 4 No 2 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jamu.v4i2.6092

Abstract

Purpose: This community service program aims to enhance digital marketing literacy among emping melinjo artisans in Bernung Village, Pesawaran Regency, by strengthening their understanding of basic marketing management and the effective use of social media as a marketing tool to support micro-enterprise digital transformation. Research Methodology: The program employed a Participatory Action Research (PAR) approach involving 25 active emping melinjo artisans. Activities were conducted through sequential stages, including initial assessment (pre-test), training on marketing management concepts (segmentation, targeting, positioning, and branding), hands-on digital marketing workshops using social media platforms, mentoring, and final evaluation (post-test). Quantitative analysis was applied using paired sample comparisons to assess changes in participants’ literacy levels. Results: The results indicated a statistically significant improvement in the participants’ digital marketing literacy, with the average score increasing from 50 in the pre-test to 85 in the post-test. Participants demonstrated improved market-oriented thinking and successfully applied the training outcomes by creating business-related social media accounts and producing basic promotional content. Conclusions: The program effectively strengthened digital marketing literacy and facilitated a shift from production-oriented practices to market-oriented strategies among traditional food micro-enterprises. Limitations: The primary limitation lies in the relatively short mentoring period (17-22 November 2025), which restricts the measurement of long-term economic impacts, such as revenue growth and market expansion. Contributions: This program contributes practically by empowering rural microenterprises to adopt digital marketing strategies and academically by offering a replicable community-based model for enhancing digital marketing literacy in post-pandemic contexts.
Co-Authors Adhi Nurhartanto, Adhi Alie, Maria Septijantini Anwar, Amelia Arsandi, William Bakti, Umar Basir, Badirun Benny Setiawan, Benny Brajanoto, Destoprani Cahyo Nugroho, Yudhinanto Chotimah, Tri Husnul Cindy CNAWP, Rizal Perlambang Deri Sis Nanda Desmita Ramadhani Desmon, Desmon Dewi Silvia Diana Maya Pertiwi Dirayati, Fadhilah Ekatama, Mohammad Renandi Ekatama, Muhammad Renandi Enzovani, Senna Evi Meidasari Fadlika Fadlika, Fadlika Ghade, Fitalis Hairudin, Hairudin Haninun Hartutik Hartutik Hary Murcahyanto Hasbullah Hasbullah Helmita Helmita Helmita Helmita Helmita Helmita Helmita, Helmita Hikmah Justiti Adiastuti Isabella, Astrid Aprica Kasrim Khoiriah, Nisaul Kumalasari, Nety Leolita, Yourieke Estherina Loliyani, Rini M. Renandi Ekatama Surya Malihatus Sa'diah, Malihatus Sa'diah Marnoto, Marnoto Meidasari, Evi Mohammad Renandi Ekatama Muhammad Alfarobi Ni Desak Made Santi Diwyarthi nilasari, oktavia Nisaul Khoiriah Nofirman, Nofirman Novalia Sari, Pipit Novilasari, Pipit Nugroho, Yudhinanto Cahyo Octavia, Ria Oktaria, Eka Travilta Oktaria, Eka Travilta Oktavia Nila Sari Pebriyanti Pebriyanti Pipit Novila Sari Prima Rini MO Reny, Armalia Rini M, Prima Sabira, Nada Rafa Safitri, Febri Dwi Sanjaya, Pipit Novilasari Silvia, Dewi Silvia, Dwi Susi Indriyani Susi Indriyani Syamsul Anwar, Syamsul Tara Lusiana Mahdi Pratiwi Tarigan, Budi Akhmad Tyas Desita Wengrum Tyas Desita Wengrum Umar Bakti Umar, Anisa WA, Armalia Reny Wardana, Made Ali Yanti Setianti Yeni Gusmiarti Zhafira, Shelma Anggi