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All Journal MIX : Jurnal Ilmiah Manajemen Scientific Journal of Reflection : Economic, Accounting, Management and Business Journal of Economic, Management, Accounting and Technology (JEMATech) Jurnal Pengabdian Dharma Laksana JIMF (JURNAL ILMIAH MANAJEMEN FORKAMMA) Journal of Research in Business, Economics, and Education JURNAL SeMaRaK PINISI Discretion Review JURNAL ABDIMAS TRIDHARMA MANAJEMEN Jurnal Lokabmas Kreatif : Loyalitas Kreatifitas Abdi Masyarakat Kreatif DEDIKASI PKM Jurnal Arastirma Jurnal PKM Manajemen Bisnis AKADEMIK: Jurnal Mahasiswa Humanis
Iis Noviyanti
universitas pamulang
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Peningkatan Kapasitas Pemasaran Digital bagi Pelaku UMKM di Perumnas Monang Maning Denpasar Barat Iis Noviyanti; Riri Oktarini; Nurmin Arianto
Jurnal PKM Manajemen Bisnis Vol. 6 No. 1 (2026): Jurnal PKM Manajemen Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/pkmb.v6i1.1746

Abstract

The community service program aimed to enhance the digital marketing capacity of micro, small, and medium enterprise (MSME) entrepreneurs in Perumnas Monang Maning, West Denpasar. This initiative was motivated by the limited understanding and application of digital marketing strategies among local MSME actors, which hindered their competitiveness in the digital economy. The program sought to strengthen participants’ abilities to promote products and services through online platforms effectively. The activity was conducted on October 25–26, 2025, in Perumnas Monang Maning, involving ten lecturers from Universitas Pamulang as facilitators and twenty-four local residents as participants. The implementation methods included lectures, hands-on practice, group discussions, and question-and-answer sessions. The PKM process consisted of three stages: preparation, implementation, and reporting. The results indicated a significant improvement in participants’ knowledge and practical skills in digital marketing, particularly in creating social media content, managing online promotions, and developing simple digital catalogs. Furthermore, participants reported increased confidence in using digital tools to expand their business networks and customer reach. Overall, the program effectively contributed to empowering local MSMEs to adopt sustainable digital marketing strategies.
Pengembangan Strategi Pemasaran Terpadu untuk Produk Unggulan Kelurahan Margaluyu Kota Serang Iis Noviyanti; Riri Oktarini; Juwita Ramadani Fitria
Jurnal PKM Manajemen Bisnis Vol. 6 No. 2 (2026): Jurnal PKM Manajemen Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/pkmb.v6i2.2109

Abstract

Integrated marketing strategy is essential for strengthening the competitiveness of local superior products in Margaluyu Urban Village, Serang City, especially for home-based enterprises facing limited market access and digital marketing capabilities. This PKM program aims to develop an integrated marketing strategy to enhance product competitiveness, expand market reach, and improve entrepreneurial capacity among local producers. The PKM activity was conducted at the Margaluyu Village Office on 17 May 2026, involving six lecturers from Universitas Pamulang and 21 home-based business participants, through presentation sessions, practical training, discussions, and question and answer, following preparation, implementation, and reporting stages. The results of the activity showed increased understanding of integrated marketing strategies, improved branding and digital marketing skills, and greater awareness among participants in developing more competitive and sustainable business practices. In addition, the program encourages sustainable collaboration between lecturers and participants through follow-up mentoring and continuous assistance, enabling home-based enterprises to strengthen product innovation, marketing networks, and long-term competitiveness in both local and regional markets and improving income stability and community welfare in Margaluyu through strengthened entrepreneurship ecosystems and technology-based marketing adoption in sustainable local economic development context of Serang City area.
Marketing Agility and Innovation: Boosting Performance in the Used Car Market Anah Furyanah; Iis Noviyanti; Fauziah Septiani
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 2 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i2.011

Abstract

Objectives: Marketing agility has become a critical capability within firms classified as small and medium-sized enterprises (SMEs) to sustain marketing performance within increasingly dynamic and competitive markets. Within the context of Indonesia’s pre-owned car industry, the present research examines the intervening role of marketing innovation in explaining how marketing agility influences marketing performance.Methodology: A quantitative approach was employed using survey data collected from 289 used car SMEs operating in the Jabodetabek region. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data, with the model specified at both the first-order and second-order levels.Findings: The empirical results reveal that marketing agility exerts a significant positive influence on both marketing innovation and marketing performance. In addition, the findings indicate that marketing innovation partially mediates the relationship between marketing agility and marketing performance, suggesting that marketing agility influences performance both directly and indirectly through marketing innovation. At the dimensional level, proactiveness, responsiveness, and speed exhibit significant indirect effects on marketing performance through marketing innovation, whereas flexibility does not demonstrate a significant effect. Moreover, market turbulence is found not to moderate the relationships among marketing agility, marketing innovation, and marketing performance.Conclusion: The results emphasize the crucial role of marketing agility and marketing innovation in enhancing marketing performance under relatively stable market conditions.
Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan di Laulau Cafe Lebak Bulus Iis Noviyanti; Lia Asmalah; Riri Oktarini
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1317

Abstract

In today’s competitive cafe industry, customer satisfaction has become a crucial determinant of business sustainability and growth. LauLau Cafe Lebak Bulus faces the challenge of maintaining customer loyalty while delivering high-quality service and reasonable pricing. This study aims to examine the effect of service quality and price, both partially and simultaneously, on customer satisfaction at LauLau Cafe Lebak Bulus. A quantitative research approach with a survey method was employed. The population consisted of 7,655 cafe consumers, and a sample of 99 respondents was determined using Slovin’s formula and selected through simple random sampling. Data were collected through a structured questionnaire distributed directly and via WhatsApp, designed using Google Forms with closed-ended Likert scale questions. Data analysis was conducted using SPSS 26, including descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that both service quality and price have a positive and significant effect on customer satisfaction, individually and simultaneously. This finding highlights that customer satisfaction is influenced not only by the quality of service but also by the perceived fairness of pricing. Therefore, cafe management should continuously enhance service quality while maintaining competitive pricing strategies to foster customer loyalty, improve retention, and strengthen market position sustainably.
Pengaruh Strategi Promosi dan Event Marketing terhadap Keputusan Pembelian Toko Abrakan_Auto di eBay Yuli Fitriani Amelia; Iis Noviyanti
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 6 No. 3 (2026): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v6i3.2331

Abstract

Competition in the global e-commerce industry requires online sellers to continuously develop effective marketing strategies, including promotion strategy and event marketing, to encourage consumer purchasing decisions. This study aims to analyze the influence of promotion strategy and event marketing on purchasing decisions at Abrakan_Auto store on eBay, both partially and simultaneously. A quantitative associative-causal approach was employed, involving 117 respondents selected through random sampling using the Slovin formula from a population of 166 customers who transacted during the store's event marketing programs in the January-June 2025 period. Data were collected through online questionnaires measured on a five-point Likert scale and analyzed using multiple linear regression with SPSS version 27.0. The results show that promotion strategy has a significant positive effect on purchasing decisions (t = 3.484; sig = 0.001), and event marketing also has a significant positive effect (t = 5.483; sig = 0.000). Simultaneously, promotion strategy and event marketing significantly affect purchasing decisions (F = 22.364 > F-table 3.08; sig = 0.000), with an Adjusted R Square of 0.269, indicating that 26.9% of the variation in purchasing decisions is explained by the two variables, while the remaining 73.1% is influenced by other factors outside the model. These findings suggest that Abrakan_Auto should continue developing attractive promotional programs and innovative event marketing activities to strengthen purchasing decisions and competitiveness in the increasingly competitive digital marketplace.
Co-Authors Ahidin, Udin Aidil Amin Effendy Ana Septia Rahman Antonius Aji Tri Budianto Apriyani Suci Ramadan Baliyah Munadjat Cornelia Dumarya Manik Denok Sunarsi Elvera Medina Hijriatunnisa Fauziah Septiani Feb Amni Hayati Furyanah, Anah Gunartin . Hadion Wijoyo Iriana Kusuma Dewi Ivan Putranto Juwita Ramadani Fitria Lia Asmalah Nurmin Arianto Putri Nilam Kencana Randhy Agusentoso Rian Sri Rahayu Riri Oktarini Ryan Akbar Syarifah Ida Farida Uswatun Chasanah Vega Anismadiyah Windy Gustia Wardani Yuli Fitriani Amelia Zackharia Rialmi