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Suganda, Uce Karna
Universitas Widyatama
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PELATIHAN PENGGUNAAN CHATBOT UNTUK PEMASARAN PRODUK  UMKM KADIN KOTA BANDUNG Yenny Maya Dora; Sunardi Sembiring Brahmana; Nugraha Saefudin; Uce Karna Suganda; Raden Mochamad Daud Rizky F
Jurnal AbdiMas Nusa Mandiri Vol. 8 No. 3 (2026): Periode Juli 2026
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/abdimas.v8i3.8274

Abstract

The rapid development of digital technology provides opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their marketing reach and improve customer service quality. However, many MSMEs still face challenges in utilizing digital technology effectively for marketing and customer communication. According to the MSME Empowerment Report (2022), approximately 70.2% of MSMEs experience difficulties in marketing their products, particularly in developing effective digital marketing strategies and providing responsive customer service. Therefore, this community service program aimed to improve the knowledge, understanding, and skills of MSMEs assisted by the Bandung City Chamber of Commerce and Industry (KADIN) in utilizing chatbot applications for digital marketing and customer service. The program involved 20 MSME participants and was conducted through lectures, discussions, and hands-on practice using chatbot applications. Evaluation was carried out using questionnaires to measure participants' understanding and satisfaction with the training. The results showed that 100% of participants stated that the program was well organized, 95% agreed that the implementation followed the planned schedule, and 100% reported that the training materials were easy to understand and that the facilitators answered participants' questions clearly. In addition, participants were able to create chatbot accounts, utilize auto-reply features, and develop automated responses to customer inquiries. These findings indicate that chatbot training can improve MSMEs' knowledge, understanding, and skills in utilizing digital technology to support marketing activities and enhance customer service quality.
Pengaruh Brand Image dan Servicescape Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Variabel Mediasi Ahmad Roni; Uce Karna Suganda
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Vol. 4 No. 1 (2026): July
Publisher : CV. Muris Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62421/jibema.v4i1.757

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image dan Servicescape terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi pada pelanggan Sukaluyu Coffee Kota Bandung. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal. Data dikumpulkan melalui kuesioner kepada pelanggan Sukaluyu Coffee yang dipilih menggunakan teknik purposive sampling. Responden dalam penelitian ini berjumlah 100 orang dengan kriteria berusia minimal 17 tahun dan telah melakukan pembelian atau berkunjung ke Sukaluyu Coffee sekurang-kurangnya dua kali. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Customer Loyalty dan Customer Satisfaction. Servicescape juga berpengaruh positif dan signifikan terhadap Customer Loyalty dan Customer Satisfaction. Sebaliknya, Customer Satisfaction tidak berpengaruh signifikan terhadap Customer Loyalty. Hasil pengujian pengaruh tidak langsung menunjukkan bahwa Customer Satisfaction tidak memediasi pengaruh Brand Image maupun Servicescape terhadap Customer Loyalty.
Co-Authors Ahmad Roni Annisa Lisdayanti Antoni, Faisal Arif rachman Dadan Drajat Martamihardja Dadan Drajat Martamihardja Deden Sutisna Deden Sutisna Della Ayu Marista Dinda Kayani Putri Bestari Dora, Yenny Maya Eliana Donna Simbolon Erwin Firdaus Fansuri Munawar Febrianti, Adjeng Mariana Firdaus, Erwin Gagan Sugandi Gagan Sugandi Gallang Perdana Dalimunthe Hasan Sahroni Herry Achmad Buchory Irma Ismawati Ismawati, Irma Isti Arrifianti Jerry Kristianto Jhosua Jonathan Napitu Lilis Yuaningsih Maman Suratman Maman Suratman Mariana Rachmawati Nanang Rohman Ni Putu Nurwita Pratami Wijaya Nina Nurani Nugraha Saefudin Nurani, Nina Nurul Hermina Priadi, Yudi Prihadi, M Dana Raden Mochamad Daud Rizky F Ramdhani, Zulman Riana, Nia Ryan Kurniawan Sopiyadin, Deni A. Sri Astuti Pratminingsih Sunardi Sembiring Brahmana Trianda, Panji Achmed Tuti Asmala Yenny Maya Dora Yuaningsih, Lilis Zulganef Zulganef