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All Journal Bima Journal : Business, Management and Accounting Journal Jurnal Semarak Mengabdi
Efendi, Yanto
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PEMANFAATAN DIGITAL MARKETlNG SYRUP JAHE MERAH DANGAU DATUK DI KOTA BENGKULU Wahyudi , Jusuf; Efendi, Yanto; Ariska, Yesi Indian; Yustanti, Nirta Vera; Azuwandri, Azuwandri
Jurnal Semarak Mengabdi Vol 2 No 1 (2023): JANUARI
Publisher : STIA Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56135/jsm.v2i1.91

Abstract

Perkembangan tekhnologi beriringan dengan kemajuan ilmu pengetahuan,berdampak pada pergeseran pemasaran yang dilakukan dari yang konvensional ke digital marketing. Dangau Datuk yang merupakan salah satu UMKM yang salah satu produk yang dihasilkan adalah Syrup Jahe Merah, selama ini produk ini pemasaranya masih terbatas dan masih menggunakan cara-cara konvesional seperti titip jual, permasalahan lain yang dihadapi adalah masih kurangnya pengetahuan tentang digital marketing dan teknik branding dan banyak nya pesaing dengan produk sejenis. Oleh sebab itu pengabdian ini bertujuan untuk memberikan pemahaman, pendampingan terhadap kendala dan kekurangan yang ada sehingga bisa diperbaiki kedepannya, mulai dari teknik marketing dengan digital marketing maupun design branding. Setelah pengabdian ini dilakukan dilihat dari hasil evaluasi terhadap peserta pada UMKM Dangau Datuk sudah memahai tentang digital marketing, memanfaatkan media sosial untuk pemsaran sehingga diharapkan jangkaun pasar yang lebih luas.
Analysis Of The Effect Of Price, Quality, Promotion, And Brand Image Of Skintific On Students Buying Interest Marhayani, Ilsa; Handayani, Sri; Efendi, Yanto
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 2 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.2.1079-1086

Abstract

ABSTRACT Purpose: This study aims to analyze the effect of price, promotion quality, and Skintific brand image on students’ purchase intention toward Skintific skincare products. Methodology: This research adopts a quantitative approach using a descriptive survey method. Data were collected through structured questionnaires distributed to 100 student respondents who use Skintific products. The data were analyzed using validity and reliability tests, multiple linear regression analysis, t-tests, f-tests, and the coefficient of determination (R²). Results: The results indicate that price, promotion quality, and Skintific brand image have a positive and significant effect on students’ purchase intention, both partially and simultaneously. The coefficient of determination (R²) of 0.803 shows that 80% of the variation in purchase intention is explained by the examined variables, while the remaining 20% is influenced by other factors not examined in this study. Novelty: This study provides an integrated empirical model examining price, promotion quality, and brand image in the context of skincare consumption among students. Findings: Brand image and promotion quality emerge as key drivers of students’ purchase intention, supported by competitive pricing. Originality: The originality of this study lies in its focus on student consumers and the Skintific skincare brand within the Indonesian market. Conclusions: Strengthening brand image, improving promotional quality, and maintaining competitive pricing can significantly enhance students’ purchase intention. Type of Paper: Empirical Research Paper.
Co-Authors Ariska, Yesi Indian Azuwandri, Azuwandri Handayani, Sri Jusuf Wahyudi Marhayani, Ilsa Nirta Vera Yustanti