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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business GANEC SWARA Jurnal Ilmiah Edunomika (JIE) Target : Jurnal Manajemen Bisnis Yumary: Jurnal Pengabdian kepada Masyarakat DEDIKASI PKM INDRA: Jurnal Pengabdian kepada Masyarakat ProBisnis : Jurnal Manajemen AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Jurnal Ilmiah Pengabdian dan Inovasi Darma Diksani: Jurnal Pengabdian Ilmu Pendidikan, Sosial, dan Humaniora ECONOMIST: Jurnal Ekonomi dan Bisnis Kreativasi: Journal of Community Empowerment
Yuliana, Ika
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Religion Agriculture, Biological Sciences & Forestry Humanities 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 Medicine & Pharmacology Social Sciences Other

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CULINARY SME PERFORMANCE: MARKETING CAPABILITY, ENTREPRENEURIAL ORIENTATION, COMPETITIVE ADVANTAGE AND PRODUCT INNOVATION Yuliana, Ika; Alpiansah, Restu; Pratama, Aryan Agus
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.12706

Abstract

Small and medium enterprises need to prepare remarkable anticipations for business continuity, one of which can develop strategic choices in the field of marketing management through entrepreneurial orientation, and develop product innovation, marketing capabilities, and competitive advantages so that it will be able to improve business performance. The population in this study is owners or managers of small and medium culinary businesses in Mataram City, with 146 respondents. Data processing methodology using Structural Equation Modeling or SEM using AMOS program. This research uses the basic theory of Service Dominant Logic (SDL). The hypothesis in this study is overall accepted except for the fifth hypothesis. Entrepreneurial orientation has a significant effect on product innovation, and marketing capability, and product innovation has a significant effect on competitive advantage; product innovation has a significant effect on SMEs’ Performance. Competitive advantage does not have a significant effect on SMEs' Performance. Competitive advantage mediates the relationship between product innovation to SMEs' performance, and product innovation mediates entrepreneurial orientation to SMEs’ performance. Keywords: SMEs’ performance, competitive advantage, entrepreneurial orientation, product innovation, marketing capability
BRAND IMAGE DAN MEDIA KOMUNIKASI SEBAGAI FAKTOR PENENTU KEPUTUSAN PEMBELIAN Wicaksono, Arip; Dethan, Stevany Hanalyna; Yuliana, Ika
ECONOMIST: Jurnal Ekonomi dan Bisnis Vol. 2 No. 4 (2025): Oktober 2025
Publisher : CV Sentra Nusa Connection

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63545/economist.v2i4.179

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan media komunikasi terhadap keputusan pembelian. Penelitian ini dilakukan karena masih terbatasnya kajian yang menyoroti peran media komunikasi pada sektor UMKM, khususnya dalam konteks pemasaran produk lokal. Penelitian ini melibatkan 100 responden yang dipilih sebagai sampel melalui penyebaran kuesioner, dengan data yang diolah menggunakan program SPSS untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan media komunikasi memiliki pengaruh yang signifikan terhadap keputusan pembelian. Secara implikatif, temuan ini memberikan gambaran penting bagi pelaku UMKM bahwa strategi komunikasi yang efektif memiliki peran besar dalam memengaruhi perilaku konsumen, lebih daripada sekadar membangun citra merek. Oleh karena itu, perusahaan perlu memperkuat media komunikasi, baik melalui promosi digital, media sosial, maupun interaksi langsung dengan konsumen, agar pesan pemasaran tersampaikan dengan baik dan mampu meningkatkan keputusan pembelian produk.
Pelatihan Digital Marketing dan Formulasi Sabun dari Minyak Kelapa di Sentra Industri Pengolahan Kelapa Lombok Utara Yuliana, Ika; Ramandha, Muhammad Eka Putra; Pratiwi, Baiq Yulia Hasni
Yumary: Jurnal Pengabdian kepada Masyarakat Vol 6 No 1 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v6i1.3800

Abstract

Purpose: This service aims to increase Sentra Industri Pengolahan Kelapa knowledge and skill about soap formulation from coconut oil, thus they could produce a good quality coconut oil soap. Also, this act aims to educate them how to sell their product via social media such as Instagram, Tiktok, etc. Research methodology: This service was conducted at Sentra Industri Pengolahan Kelapa, Kab. Lombok Utara, NTB and attended by 30 participants. It was consist of two main event: (1) Education and training of coconut oil soap formulation and (2) Education and training of social media used for digital marketing. The understanding of audience was measured using pre-test and post-test questionnaire. The data was analyzed using SPSS 27. Results: According to questionnaire collected, there are significant increase of audience knowledge regarding soap formulation and the use of social media for digital marketing after training. Conclusions: In short, the service has a significant impact on Sentra Industri Pengolahan Kelapa’s knowledge and skill in formulating a good quality coconut oil soap. Moreover, Sentra Industri Pengolahan Kelapa could start sell their product via social media created. Limitations: Large-scale production and marketing of the soap product are required to be able to measure the profit increase of Sentra Industri Pengolahan Kelapa. Contribution: This training would benefit the small and medium enterprises (SMEs) to make a standarized coconut oil soap and take advantage of social media to sell their product. Therefore, this would increase omzet of Sentra Industri Pengolahan Kelapa and eventually improving the economy of Kab. Lombok Utara.
Co-Authors Abdul Muhid, Abdul Adiantara, M. Agung Dwi Aditia, Rifqi Akbar, Syamsul Akib, Nasifa Tridasari Anggriani, Rini Arsana, I Made Mangku Arwin Yafi Rahmatullah Aryan Agus Pratama Assa’ady, M Chotibul Umam Atma, Wahyu Juni Baiq Nadia Nirwana Baiq Yulia Hasni Pratiwi Cahyadi, Irwan Delthan, Stevany Hanalya Devi, I Gusti Ayu Marchika Elyakim Nova Supriyedi Patty, Elyakim Nova Supriyedi Febria Nurmelia Marlina Ferdian, Ahmad Luthfi Hafidz, Indriani Puspita Ignatius Soni Kurniawan Indah Nalurita Iswandi Iswandi Jati, Lanang Jatmiko Josman, Lady Faerrosa karmani, Muhammad Kurniawan, Rheza Lestari, Ni Kadeq Ratna Dwi M. Chothibul Umam Assa’ady MAKIAH Marlina , Febria Nurmelia Marlina Marlina Marlini, Febria Nurmelia Maulani, Maghfira Rizky Miswaty, Titik Ceriyani Muhammad Eka Putra Ramandha Muhammad Yazid Muliani, Ervina Nurmelia Marlina, Febria Paladita, Ida Bagus Puspita Dewi, Puspita Putri Amalia Wardi Putri, I Gusti Ayu Aurelia Yolanda Restu Alpiansah Rizal Ramdani Saputra, Komang Yodi Adi Sri Astuti Iriyani Stevany Hanalyna Dethan Susilo Talidobel Wardi, Putri Amalia Wicaksono, Arip Widhi, Bidari Andaru Widia Febriana, Widia Wilyningsih, Ni Ketut Ayu Zahrah, Zahrah Zainudin Abdussamad