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Agus Dwi Cahya
Universitas Sarjanawiyata Tamansiswa
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PEMBERDAYAAN KELOMPOK RAJUT MELALUI DIGITAL MARKETING Listiyani, Laily Rochmawati; Cahya, Agus Dwi; Wijayanti, Astuti
JMM (Jurnal Masyarakat Mandiri) Vol 8, No 1 (2024): Februari
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v8i1.20893

Abstract

Abstrak: Abstrak: Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengembangkan kemampuan digital marketing kelompok rajut di Desa Wukirsari, Kecamatan Imogiri, Kabupaten Bantul, Yogyakarta. Kemampuan digital marketing sangat penting membantu menjangkau pasar yang lebih luas serta memperkuat hubungan dengan pelanggan. Kegiatan pemberdayaan bagi kelompok rajut diperlukan untuk memaksimalkan potensi bisnis dan meningkatkan inovasi di era digital. Berdasarkan hasil wawancara dengan para perajut ditemukan bahwa perkembangan usaha rajut mengalami kendala dalam promosi dan pemasaran sehingga penjualan tidak sesuai target. Belum ada upaya mitra untuk melakukan pemasaran online dalam bentuk digital marketing karena terbatasnya pengetahuan tentang cara mengelola usaha rajut dan pemasaran secara online. Solusi dari permasalahan tersebut adalah peningkatan kapasitas mitra mengenai digital marketing untuk optimalisasi pemasaran secara online; dan edukasi pemanfaatan teknologi untuk promosi melalui, sosial media. Mitra pada kegiatan ini adalah Ibu-ibu kelompok rajut berjumlah 15 orang. Metode pelaksanaan kegiatan berupa (1) sosialisasi; (2) pelatihan; (3) praktik; dan (4) pendampingan. Keberhasilan kegiatan diukur melalui ketercapaian pelaksanaan kegiatan dan kompetensi peserta mengenai digital marketing di akhir kegiatan. Hasil dari kegiatan ini yaitu meningkatnya pengetahuan peserta dalam digital marketing, dibuktikan dengan peningkatan jumlah penjualan produk sebesar 80% melalui media online.Abstract: This community service initiative aims to enhance the digital marketing capabilities of a knitting group in Wukirsari Village, Imogiri Subdistrict, Bantul Regency, Yogyakarta. Proficiency in digital marketing is crucial in reaching a broader market and strengthening customer relationships. Empowering knitting groups is essential to maximize business potential and foster innovation in the digital era. Based on interviews with the knitters, it was found that the knitting business faced challenges in promotion and marketing, resulting in sales falling short of targets. There were no efforts by the partners to engage in online marketing through digital channels due to limited knowledge of managing knitting businesses and online marketing strategies. The solution to these issues involves enhancing the partners' capacity in digital marketing for online marketing optimization and educating them on utilizing technology for promotion through social media. The partners in this initiative are 15 women in the knitting group. The implementation methods include (1) socialization; (2) training; (3) practical exercises; and (4) mentoring. The success of the initiative is measured by the achievement of activity implementation and participants' competence in digital marketing at the end of the initiative. The results of this initiative include an increased knowledge of participants in digital marketing, evidenced by an 80% increase in product sales through online media.
The Influence of Brand Communication, Brand Loyalty, and Service Quality on Purchase Decisions with Purchase Interest as an Intervening Variable (Case Study on Ticket Purchases by PT Kereta Api Indonesia (Persero) During the Covid-19 Pandemic) Tjakrawiralaksana, Muhammad Farhan; Lukitaningsih, Ambar; Cahya, Agus Dwi
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 3 (2025): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i3.6055

Abstract

Service companies, including PT KAI, can determine appropriate marketing strategies to achieve their goals. During a pandemic, factors influencing passenger purchasing decisions include purchase intention, brand communication, brand loyalty, and the quality of the transportation company's services. The decline in rail transportation users due to the Covid-19 pandemic demonstrates that public interest in purchasing train tickets remains low. Purchase intention is the desire to possess more of a product or service. This study aims to determine the influence of brand communication, brand loyalty, and service quality on purchase decisions, with purchase intention as the intervening variable, among users of PT Kereta Api Indonesia services in the Special Region of Yogyakarta. The research employed a quantitative method with a total of 105 respondents who are users of PT KAI services. The data analysis technique used was multiple linear regression analysis. The results show that all proposed hypotheses are accepted. Brand communication, brand loyalty, and service quality have a significant effect on purchase intention, with significance values of 0.031, 0.001, and 0.001, respectively. In addition, all three variables also have a significant influence on purchase decisions, with significance values of 0.010 forbrand communication,0.004 for brand loyalty, and 0.001 for service quality. Furthermore, purchase intention as an intervening variable also significantly influences purchase decisions, with a significance value of 0.001. These findingsindicate that purchase intention plays an important role in mediating the effect of brand communication, brand loyalty, and service quality on the purchase decisions of PT Kereta Api Indonesia service users.
Co-Authors Abdul Aziz Suryadi ADEFIA RAMADONA Adi Nugroho Aditya Julita Sari Ahmad Alfian Ihsan Ahmad Alfian Ikhsan Aji, Anggoro Wisnu Al Hafri, Shahnur Aldi, Rama Yanuar Alfatunnisah, Anna Alfiatul Maulida Alfiatul Maulida Alfiatul Maulida Ambar Lukitaningsih Aminah Aminah Anggoro Wisnu Aji Anis Aprillia Sari Annisa Widilia Rahmawati Annisa, Icca Nur Anugrah Sepnu Utama Aprilianto, Flavio Apriyanto, Ari Aramintha Jacinda Puteri Arista Fajar Ningsih Asfarina Zahrotul Jannah Astuti Wijayanti, Astuti Astuti, Sri Widiya Atma Fadna Rinaja Azizah, Ulfah Dwi Nur Bernadetta Diansepti Maharani Budiyati, Eka Candra Melania T Catur Harjo Cut Khairunnisa Cut Khairunnisa Damare, Ocsalino Dandi Rukmana Dedi Muhamad Deki Kurnia Dewi Palupi Dharmanisa, Alifia Lintang Dian Nofianti Diany Damayanti Dimas Martha Dimas Martha Kusuma Dwi Agus Nugroho Dyko Utomo Epsilandri Septyarini Epsilandri Septyarini Epsilandry Setyarini Erawati, Dian Erlin Keniya Ardinaya Erni Dwijayanti F. B, Mahdanito Fadhilla Ajeng Aqdella Fadhilla Ajeng Aqdella Fadhillah, Muinah Fajarningrum, Ani Rizky Fatra, Nargadias Fauzi, Fitriya Fauzin Annisa Fidiastuti, Fitri Fitri Fidiastuti Fransizka Ayu Kristiani Fransizka Ayu Kristiani Friska Airin Yusvita Arvianti Gendro Wiyono Hadi Saputro, Edwin Dwi Kusdantoro Hanifa Dewi Febriana Harjo, Catur Hartati Dwi Nawastuty Hasya Fatharani Heditri Rachmawati Heni Nur Amrina Henny Welsa Herman Setiawan Hesthi Setyawati Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Ignatius Soni Kurniawan Indriyana Septiani Ishak genius oberio Isna, Kadek Kadek Isna Karina Alviyanti Kinasis, Willis Gita Kriswanto, Dwi Agung Kurnia, Deki kusuma, nala tri Kuyun Lindasari Laeli Choerun Nikmah Larasati, Adelia Ayu Lianus, Jothsia Lindasari, Kuyun Lisa Anis Sawitri Lisa Rahmawati Listiyani, Laily Rochmawati Lukito Oki H Lusia Tria Hatmanti Hutami M. Jurais Ardiansyah Made Reyvaldo Mahda F. B. Mahdanito F. B Malinda Sarah Sukma Martha, Dimas Marthasari, Aini Meita Lulut Widyastuti Mizan Iskandar Mizan, Dwi Iskandar Muinah Fadhilah Muinah Fadhilah Muinah Fadhilah, Muinah Nadia Utami Nadia, Elsa Nadya Adelin Natalia Dewi Fendal Niken Mayrenda Nikmah, Laeli Choerun Nonik Kusuma Ningrum Noraini, Jesy Nova Sari Dewi Novita Sari NOVITA WULANDARI Nur Anita Chandra Putry, Nur Anita Chandra Ocsalino Damare Ocsalino Damare Octavian, Pingky Oktarias Fatmawati Pandu Sinawung Jati Permaisita Tiara Suci Pira Maulida Pira Maulida Prabowo, Veryan Tejo Prasastiningrum, Ananda Prasetianto, Singgih Prastyatini, Sri Lestari Yuli Prawita, Dika Putri Dwi Cahyani Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Putri Mentari Prahastiwi Raditya, Adit Rafael Erasdio Rahayu, Dela Riannisa Ramadhani, Pramudita Annisa Ratih Kusumawardhani Rejeki Sekar Dwifa Renita Carla Ramadhani Retno Wulandari Richardus Mosa Leke Riky Artya S Risal Rinofah, Risal Riskin Hidayat Rista Ridhowasti Putri Rita Purnama Sari Rizka Dwi Astuti Rizka Zulfiana Putri Rizky Andrian Rizqi Rukmana Putri Salsa Bella Larasati Sandy Khristian Santy Pujaraniam Sawitri, Lisa Anis Septiani, Indriyana Septyarini, Epsilandri Setiawan, Eko Agus Setiawan, Fery Budi Sheli Marselina Br PA Sherfina Tabatini Evany Shinta Noriyah Singgih Prasetianto Singgih Preasetianto Sinta Oktaviyani SITI FATIMAH Siti Sumartiah Sri Ayem Sri Hermuningsih SRI RAHAYU Sumadi Saputra Suryawan, Andika Febri Syahda, Herawindya Istibra Syahril Asfiah N Titi Juliani Tjakrawiralaksana, Muhammad Farhan Ummi Sangidah Utama, Anugrah Sepnu Utama, Rizky Luhung Wadia Utami, Putri Dewi UTOMO, DYKO Verawati Agustina Vivin Yuwansa Wahyu Dea Endarwati Wibowo, Kurniawan Mukti Willis Gita Kinasis Wiratama, Faris Arya Wisnu Purnomo Wulan Probo Bintari Yani, Yuli Endar Yudagara, Enggar Pandu Yuli Endar Yani Yulianingsih, Wahyu Zidan, Muhammad