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All Journal Jurnal Ilmu Manajemen dan Akuntansi Terapan Jurnal Riset Akuntansi dan Bisnis Indonesia Jurnal Lentera Pengabdian
Sutrisno, Erwan
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Digitalisasi Manajemen Pemasaran Produk Bakpia Sekeco Yogyakarta: Pendekatan Pelatihan dan Pendampingan Firdarini, Khoirunnisa; Kundala, Manendha Maganitri; Sutrisno, Erwan
Lentera Pengabdian Vol. 3 No. 02 (2025): April 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lp.v3i02.800

Abstract

Bakpia sangat diminati oleh wisatawan yang berkunjung ke Daerah Istimewa Yogyakarta sebagai oleh-oleh khas kota ini yang memberikan peluang bagi para produsen bakpia di kota Yogyakarta untuk memperluas pangsa pasarnya, tidak hanya di luar kota melainkan juga ke luar polau jawa. Manajemen pemasaran yang tepat perlu diterapkan untuk meraih peluang tersebut, yang tidak hanya dilakukan dengan menggunakan media promosi konvensional tetapi juga merambah ke pemasaran berbasis digital. Kegiatan pengabdian kepada masyarakat ini berfokus pada Bakpia Sekeco sebagai salah satu produsen Bakpia di kota ini dengan untuk meningkatkan pangsa pasar Bakpia Sekeco dengan membuat redesign kemasan baru yang lebih menarik dan mengoptimalkan penggunaan media sosial seperti Tiktok Shop, Instagram dan Shopee. Metode atau tahapan kegiatan yang dilakukan adalah dengan melakukan wawancara Mitra Bakpia Sekeco, melakukan sosialisasi, pelatihan dan pendampingan serta evaluasi. Hasil evaluasi yang dilakukan dengan uji pre test dan post test kepada mitra, diperoleh peningkatan kemampuan manajemen pemasaran sebesar 26%. Hasil ini mempertegas bahwa intervensi pengabdian berbasis digital marketing mampu meningkatkan kesiapan dan daya saing Bakpia Sekeco di pasar yang lebih luas secara signifikan.
PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI SHOPEE DI KALANGAN MASYARAKAT TAMANTIRTO, BANTUL, YOGYAKARTA Sutrisno, Erwan; Khairul Azmi Hafrin
Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha Vol 5 No 2 (2025): Jurnal Riset Akuntansi dan Bisnis Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrabi.v5i2.1196

Abstract

This study aims to analyze the influence of service quality and promotion, both partially and simultaneously, on purchase decisions among Shopee application users in the Tamantirto area, Bantul, Yogyakarta. A quantitative approach was employed using purposive sampling techniques, involving 100 respondents. Data were collected through online questionnaires. The data obtained were analyzed using multiple linear regression, partial test (t-test), simultaneous test (F-test), as well as correlation and determination coefficient calculations. The analysis results show that both service quality and promotion have a significant influence on purchase decisions, both individually and collectively. The correlation coefficient (R) reached 0.828, while the Adjusted R Square value was 0.680, indicating that both independent variables contribute strongly to the dependent variable.
PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN MAHASISWA KULIAH DI SEKOLAH TINGGI TEKNOLOGI KEDIRGANTARAAN (STTKD) YOGYAKARTA Sutrisno, Erwan
Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT) Vol. 10 No. 1 (2019): Jurnal Ilmu Manajemen dan Akuntansi Terapan
Publisher : Sekolah Tinggi Ilmu Ekonomi Totalwin

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (595.959 KB) | DOI: 10.36694/jimat.v10i1.184

Abstract

Limited capacity in State Universities makes private universities have the same opportunity to be selected for prospective students who are not accommodated in State Universities in continuing their studies. The ability to obtain a large number of students depends on delivery of information from private university (PTS) concerned, through marketing strategy of services implemented by private universities. This also applies to STTKD Yogyakarta. The formulation of the problem in this study is the extent of influence of advertising, sales promotion, personal sales, public relations and direct marketing on student decisions to study at the Yogyakarta Aerospace Technology College (STTKD). This study aims to (1) find out the influence of advertising, sales promotion, personal sales, public relations and direct marketing on student decisions chosen by the Yogyakarta Aerospace Technology College (STTKD) and (2) to find out which factors are most dominant in student decisions. Theory used is theory of Marketing Management related to Consumer Behavior. Primary data collection techniques with questionnaires, supported by interviews. Sample in this study was 95 respondents. Research method used is quantitative descriptive. Type of research conducted is a case study supported by a survey, nature of this study is descriptive research. Data processing uses SPSS version 15 software with descriptive analysis and hypothesis testing using multiple linear regression analysis. Determination coefficient (R2) is 0.64. This shows that independent variables studied were able to explain 64% of the decision students to choose Yogyakarta Aerospace Technology College, while remaining 36% was explained by other independent variables that were not examined. Results showed that marketing promotion mix (advertising, promotion sales, personal sales, public relations and direct marketing) had a significant effect on students 'decision to choose Yogyakarta Aerospace Technology College, and direct marketing factors had most dominant influence on students' decision to choose education at STTKD Yogyakarta.
Co-Authors Firdarini, Khoirunnisa Khairul Azmi Hafrin Kundala, Manendha Maganitri