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All Journal IMAGE Jurnal Loyalitas Sosial: Journal of Community Service in Humanities and Social Sciences
Afif, Zain
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Decision Sciences, Operations Research & Management Education Social Sciences Other

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ANALISIS PENGARUH KESADARAN MEREK, CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN JASA COTTAGE DAARUL JANNAH BANDUNG Afif, Zain; Martini, Erni
IMAGE : Jurnal Riset Manajemen Vol 7, No 2 (2018): IMAGE : Jurnal Riset Manajemen. November 2018
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.v7i2.23141

Abstract

Penelitian ini bertujuan untuk menjelaskan pengaruh variabel kesadaran merek, citra merek dan persepsi kualitas terhadap keputusan pembelian jasa Cottage Daarul Jannah secara simultan maupun parsial. Metode penelitian ini menggunakan pendekatan deskriptif kuantitatif. Jenis data yang digunakan adalah data primer berupa jawaban kuesioner dari 100tamu Cottage Daarul Jannah Bandung yang merupakan sampel pada 1277 tamu Cottage Daarul Jannah pada bulan Januari–April 2017. Analisis data dalam penelitian ini menggunakan analisis deskriptif dan analisis regresi berganda. Hasil uji F menunjukkan bahwa terdapat pengaruh secara simultan antara variabel kesadaran merek, citra merek dan persepsi kualitas terhadap keputusan pembelian jasa Cottage Daarul Jannah Bandung. Hasil uji t menunjukkan bahwa variabel kesadaran merek berpengaruh positif signifikan terhadap keputusan pembelian jasa Cottage Daarul Jannah Bandung, variabel citra merek berpengaruh positif signifikan terhadap keputusan pembelian jasa Cottage Daarul Jannah Bandung, variabel persepsi kualitas berpengaruh negatif signifikan terhadap keputusan pembelian jasa Cottage Daarul Jannah Bandung.
Membangun Pemasaran Digital Melalui Media Website Berbasis Wordpress pada Usaha Mikro Bakpia Karunia di Kecamatan Tegal Selatan Raharjo, Gunawan; Yaqin, Ainul; Afif, Zain
Jurnal Loyalitas Sosial: Journal of Community Service in Humanities and Social Sciences Vol. 7 No. 2 (2025): Jurnal Loyalitas Sosial: Journal of Community Service in Humanities and Social
Publisher : Fakultas Keguruan dan Ilmu Pendidikan Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/JLS.v7i2.p62-70

Abstract

This PKM activity was carried out to support the marketing digitization process at Karunia MSMEs located in South Tegal District. These MSMEs previously conducted traditional marketing without utilizing sufficient digital technology. Through this program, the implementation team provided intensive assistance for 12 weeks with a focus on developing digital promotional media in the form of a WordPress-based website, as well as business visual identity design in the form of logos and banners. In addition, training on the basics of digital marketing and social media optimization was also delivered to improve the ability of business actors to manage promotions independently. The results of this activity include the creation of digital tools that can expand market reach, strengthen brand image, and increase the competitiveness of MSMEs in the digital transformation era. It is expected that the results obtained can make a sustainable contribution in supporting business growth and strengthening the presence of local products in a wider market. This program also opens up opportunities for collaboration between businesses and digital communities in the future.
Co-Authors Ainul Yaqin Erni Martini Raharjo, Gunawan