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All Journal Jurnal Penyuluhan Jurnal Manajemen Terapan dan Keuangan Jurnal Ilmu Sosial dan Humaniora Jurnal Keuangan dan Perbankan JDM (Jurnal Dinamika Manajemen) Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora JAM : Jurnal Aplikasi Manajemen Journal of Consumer Science Asia-Pacific Management and Business Application Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat CARADDE: Jurnal Pengabdian Kepada Masyarakat Journal of Robotics and Control (JRC) Jurnal Inovasi Penelitian Golden Ratio of Marketing and Applied Psychology of Business Prosiding Konferensi Nasional PKM-CSR Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan BISMA (Bisnis dan Manajemen) eProceedings of Applied Science Engagement: Jurnal Pengabdian Kepada Masyarakat Jurnal Kawistara
Bethani Suryawardani
Telkom University
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing Public Health Social Sciences Other

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Digital Capability and Literacy for MSME Transformation: Perspectives of Digital and Business Performance Wulandari, Astri; Marcelino, Dandy; Suryawardani, Bethani; Adithya, Donny
APMBA (Asia Pacific Management and Business Application) Vol 13, No 2 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.02.2

Abstract

The presence of MSMEs (Micro, Small, and Medium Enterprises) in Indonesia plays a crucial role in driving the Indonesian economy, particularly at the grassroots level. However, the adoption of information technology and digitalization within MSMEs often lacks strategic methods, such as financial analysis or forecasting. MSMEs tend to approach emerging technology solutions with caution. To help MSMEs better understand the advantages of adopting digital transformation, it is essential to evaluate the performance of their digitalization efforts. This study aims to explore how MSMEs in Indonesia can sustain and grow in the digital era by implementing digital business strategies, focusing on digital capabilities and literacy, and examining their influence on perceived business performance. Data collection was conducted through an online survey over six months, from July 2022 to January 2023, targeting 400 MSME respondents across Indonesia. Hypothesis testing was performed using Structural Equation Modeling (SEM) using SmartPLS The findings indicate that digitalization capabilities, on their own, do not have a direct, significant positive impact on perceived business performance. However, when mediated by digitalization performance, these capabilities show a significant and positive effect on perceived business outcomes. Results indicate that the influence of digitalization capabilities and literacy on digitalization performance and perceived business performance ranges from moderate to strong. Additionally, the findings reveal that MSME actors do not yet prioritize perceived business performance in digitalization, as digitalization is still viewed as an additional expense. Therefore, stronger digital literacy is needed regarding the more measurable results of digitalization implementation.
Pengolahan dan Pemasaran Produk Pangan Lokal dalam Upaya Penanganan Stunting di Desa Lamajang, Kabupaten Bandung Suryawardani, Bethani; Raharjo, Tito Pandu; Sunantri, Yudy
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 1 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i1.1153

Abstract

Lamajang Village is a village located in Pangalengan District, Bandung Regency, West Java, which has a high stunting rate problem faced by the community in Lamajang Village. Stunting is characterized by stunted height at the age of Toddlers (Infants Under Five Years) due to chronic malnutrition. One of the factors that influences the occurrence of stunting is inappropriate and unhealthy breast milk substitutes (MPASI). The selection and presentation of food for children must be appropriate to avoid stunting in children, especially those under 2 years of age. Based on the problems faced by target partners in Lamajang Village, the alternative community service solutions that our group offers are: (1) Providing a high-nutrition menu workshop in an effort to deal with stunting in Lamajang Village; (2) Providing marketing training for nutritious food products from the results of the workshop that will be held; (3) Providing alternative innovations in nutritious food menus that are arranged into a stunting menu recipe book. Community service activities will be carried out on Thursday, December 5, 2024 in the Lamajang Village Hall, Bandung Regency. The training and workshop activities were attended by 40 (forty) participants consisting of PKK mothers, Posyandu cadres and parents of children under 2 years of age. The results of this community service activity are in the form of training and workshops on handling stunting and producing an alternative MPASI menu book to prevent stunting cases. The implementation of this workshop was felt to be very beneficial for the community in Lamajang Village and residents were satisfied with the results of the participant satisfaction survey that had been given.ABSTRAKDesa Lamajang ialah desa yang terletak di Kecamatan Pangalengan, Kabupaten Bandung Jawa Barat yang memiliki permasalahan angka stunting yang tinggi yang dihadapi oleh masyarakat di Desa Lamajang. Stunting ditandai dengan tinggi badan yang terhambat pada usia BALITA (Bayi Di Bawah Lima Tahun) akibat dari kekurangan gizi yang kronis. Salah satu faktor yang mempengaruhi pada kejadian stunting adalah makanan pengganti ASI (MPASI) yang kurang tepat dan kurang sehat. Pemilihan dan penyajian makanan untuk anak-anak harus tepat untuk menghindari stunting pada anak khususnya di bawah 2 tahun. Berdasarkan permasalahan-permasalahan yang dihadapi mitra sasar di Desa Lamajang, maka alternatif solusi pengabdian masyarakat yang kelompok kami tawarkan yaitu: (1) Memberikan workshop menu bergizi tinggi dalam upaya penanganan stunting di Desa Lamajang; (2) Memberikan pelatihan pemasaran produk makanan bergizi dari hasil workshop yang akan dilaksanakan; (3) Memberikan alternatif inovasi menu-menu makanan bergizi yang disusun ke dalam buku resep menu stunting. Kegiatan pengabdian Masyarakat dilaksanakan pada Kamis, 5 Desember 2024 di Aula Desa Lamajang, Kabupaten Bandung. Kegiatan pelatihan dan workshop diikuti oleh 40 (empat puluh) orang peserta yang terdiri dari ibu-ibu PKK, Kader Posyandu dan Orang Tua anak-anak dengan usia di bawah 2 tahun. Hasil kegiatan pengabdian masyarakat ini adalah berupa pelatihan dan workshop penanganan stunting serta menghasilkan buku menu alternatif MPASI untuk mencegah kasus stunting. Pelaksanaan workshop ini dirasakan sangat bermanfaat bagi masyarakat di Desa Lamajang dan warga puas dari hasil survei kepuasan peserta yang telah diberikan. 
ADVERTISEMENT EFFECTIVITY: VISIBILITY, CREDIBILITY, ATTRACTION AND POWER ON PURCHASING DECISION AND ITS IMPACT ON CUSTOMER SATISFACTION Wulandari, Astri; Suryawardani, Bethani
Jurnal Aplikasi Manajemen Vol. 17 No. 4 (2019)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2019.017.04.16

Abstract

Promotion is a one-way flow of information or persuasion created to direct a person or organization to actions that create exchanges in marketing. From four types of promotions, the most effective way to promote is through advertising. An effective advertisement is an advertisement that enables to communicate (has attraction to read, the attraction of attitude, easy to be remembered, be seen, be noticed, read the most) and to effect on selling to what has been advertised. This study was aimed to find out the influences of Visibility, Credibility, Attraction and Power on Purchasing Decision and its impact on Customer Satisfaction. The method of study implemented was quantitative explanatory research with data analysis technique of Structural Equation Modelling using SMART PLS software. The result of study showed that the contribution of Visibility (X1), Credibility (X2), Attraction (X3), and Power (X4) simultaneously influenced that directly influenced on Purchasing Decision (Y), that obtained 42.2%. The rest of 57.8% was influenced by other factors that are not included in this study. Meanwhile, the contribution of Visibility, Credibility, Attraction, Power and Purchasing Decision simultaneously influenced that directly influenced on Customer Satisfaction that obtained 73.27%. The rest of 26.73% was influenced by other factors that cannot be explained in this study. For further study, the next researcher can add more other variables to find out whether the influences of visibility, credibility, attraction, and power to purchasing decision and its impact is an effective way to as one of ways for company promotion.
M-WALLET TECHNOLOGY: PERCEPTION AND SATISFACTION OF USERS ON USAGE INTENSITY Wulandari, Astri; Suryawardani, Bethani; Marcelino, Dandy
Jurnal Aplikasi Manajemen Vol. 18 No. 4 (2020)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2020.018.04.05

Abstract

This study aimed to provide several purposes that could help LinkAja as an mwallet service provider to pay attention to consumer perceptions that will be impacted by user satisfaction and usage intensity. The research method used is quantitative with an explanatory approach and using the Structural Equational Model (SEM) as the analysis techniques with SMART PLS 2.0 software tools. This research was used accidentally as a sampling method with a total of 400 respondents. Based on the results calculations in the first sub-structure, consumer perception directly affects user satisfaction of LinkAja mobile wallet products. The research emphasizes the importance of consumer perceptions on mwallet satisfaction. From the calculation results in the second sub-structure, consumer satisfaction has an impact on the usage intensity of LinkAja m-wallet. Then this research shows a strong relationship between consumer perception and usage intensity of m-wallet And the last is consumer perception has a better impact on usage intensity of LinkAja mwallet through user satisfaction. For further researchers can modify this research by using different objects so that they can be compared to how consumer perceptions can affect user satisfaction and the intensity of using a digital wallet.
Digital Capability, Promotion Strategy and AR-Based Social Media for Indonesian Businesswomen in West Java Suryawardani, Bethani; Marcelino, Dandy; Wulandari, Astri; Prawita, Fat’hah Noor
Jurnal Penyuluhan Vol. 21 No. 01 (2025): Jurnal Penyuluhan
Publisher : Department of Communication and Community Development Sciences and PAPPI (Perhimpunan Ahli Penyuluhan Pembangunan Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25015/21202552989

Abstract

IWAPI West Java is a center for community collaboration which has an impact on increasing the creativity of residents, therefore the various programs it implements need support from all levels of society. Functionally, IWAPI activation is expected to be a means of locating the activities of women entrepreneurs in West Java Province as well as a means of providing and increasing access and mastery of technology for its users. Their role is also very potential for development in the Creative Economy sector, so these creative economy actors need to be continuously nurtured and empowered in a sustainable manner so that they can develop and progress further, considering that the female business actors who are members of IWAPI West Java still have very little knowledge, especially regarding with digital marketing and business management. Based on the description of target partner problems that has been described in the previous sub-chapter, the solutions offered by our team can be categorized into two aspects, namely the technology side and the management side regarding business management aspects and digital marketing tools which can be described as follows. First, providing workshops and assistance regarding how to manage a business effectively by implementing an integrated financial and operational management and integration system. Second, develop and implement a digital promotion strategy to promote and improve organizational operational optimization. Digital tools will be developed through providing workshops on social media marketing and other promotion tools. Third, providing a workshop on Augmented Reality Based Social Media Content. It is hoped that by creating interesting information and promotional content on social media using AR technology, the promotions created will be able to attract the attention and interest of potential consumers.
Utilitarian VS Hedonic Value: Which is More Influential for Indonesian Consumers in Increasing Purchase Intention in E-Commerce? Caesalpinia, Nisrina Sherin; Suryawardani, Bethani
Journal of Consumer Sciences Vol. 10 No. 2 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.2.376-393

Abstract

Background: Companies should leverage the rapid growth of online shopping in Indonesia to enhance customer experiences and boost sales. Live streaming plays a crucial role in influencing customer behavior, making it a valuable strategy for increasing purchasing interest. Purpose: This study examined how purchase intention in e-commerce is affected by utilitarian and hedonic values, mediated by trust in the seller. Method: A quantitative approach employed purposive sampling to select 210 participants as the primary data source for this study. The collected data were evaluated utilizing a five-point Likert scale and analyzed using the Structural Equation Modeling (SEM). Findings: The findings revealed that utilitarian value had no impact on trust in the seller of live-streamed fashion products on Shopee, whereas hedonic value had a significant impact. Additionally, the factor with the greatest impact on purchase intention was trust in the seller. In contrast, purchase intention was significantly influenced by hedonic value, which was mediated by trust in the seller. Conclusions: Trust in the seller is crucial in shaping purchase intentions within live streaming e-commerce, mainly when influenced by hedonic value. This highlights the importance of brands strengthening their utilitarian value while prioritizing emotional engagement to foster customer trust and drive sales. Research implication: The Theoretical contribution of this study lies in integrating the Theory of Planned Behavior (TPB) with the concept of customer perceived value (CPV), which has rarely been studied in previous literature. The practical implications for e-commerce businesses is the importance of establishing trust in the seller to strengthen purchase intentions.
Peningkatan Potensi Produk Unggulan Kabupaten Bandung Melalui Manajemen Produk dan Branding Digital Wulandari, Astri; Suryawardani, Bethani; Wijaya, Dedy Rahman; Sari, Siska Komala; Suryatiningsih, Suryatiningsih
Aksiologiya: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 1 (2021): Februari
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/aks.v5i1.4103

Abstract

Hanya 10% dari total anggota Paguyuban Usaha Kecil Menengah Regional Kabupaten Bandung (PPKM) yang sudah menggunakan website dalam promosi penjualan produk yang diproduksi. Sedangkan sisanya 90% masih menggunakan media konvensional untuk mempromosikan produknya, seperti penggunaan brosur dan pameran. Adapun data keanggotaannya juga masih dikelola dan disimpan hanya menggunakan software aplikasi microsoft excel, sehingga data anggota tersebut belum berelasi satu sama lain, tidak up to date dan berpotensi mengakibatkan inkonsistensi dan duplikasi. Dengan dibangunnya website profil Organisasi Komunitas UMKM berbasis Content Management System yang menampilkan informasi profil produk dan anggota, serta diadakannya pelatihan pengelolaan konten informasi tersebut menjadi solusi yang tepat dalam mengatasi permasalahan pengelolaan data anggota dan aktivitas promosi produk serta juga dapat mengembangkan kemampuan kewirausahaan melalui website, sehingga mereka tidak perlu bergantung hanya pada kegiatan jual beli secara tatap muka langsung (offline). Adapun pembangunan web tersebut dilaksanakan melalui Kegiatan Pengabdian kepada Masyarakat yang diselenggarakan oleh tim dosen dan mahasiswa Fakultas Ilmu Terapan (FIT) beserta Fakultas Komunikasi dan Bisnis (FKB) Universitas Telkom. Dengan disediakan website ini, diharapkan pengelolaan data anggota menjadi tersentralisasi dan lebih berkualitas serta kegiatan promosi produk unggulan di Kabupaten Bandung dapat menjangkau pasar yang lebih luas lagi.Kata Kunci: digital branding; manajemen produk; produk unggulan. Increasing the Potential of Superior Products in Bandung Regency through Product Management and Digital Branding                                           ABSTRACT All members of Bandung Regency Small and Medium Enterprises Association (PPKM), only 10% have a website to improve the products produced. The rest (90%) still uses conventional media such as brochures and exhibitions in the competition for their products. Coverage data is still managed using Microsoft Excel so that the data is not related, still requires inconsistencies and duplication, also not up to date. Development of a MSME Community Organization profile website based on a Content Management System that provides product profiles and member profiles, as well as content training that is appropriate to overcome difficulties in managing member data and product promotion and can increase entrepreneurial skills through the website. The web development is carried out through Community Service Activities conducted by lecturers and students of the Faculty of Applied Sciences (FIT) and the Faculty of Communication and Business (FKB) Telkom University. With this website, it is hoped that promotional products can buy a wider market and data management for members is centralized and of better quality.Keyword: digital branding; product management; featured product.
Pengembangan Content Management System Untuk Media Branding Produk Paguyuban Usaha Kecil Menengah Regional Kabupaten Bandung Wijaya, Dedy Rahman; Suryatiningsih, Suryatiningsih; Wulandari, Astri; Suryawardani, Bethani; Sari, Siska Komala; Fazri, Irfan Moch
Aksiologiya: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 2 (2021): Mei
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/aks.v5i2.4277

Abstract

Dinas Ketahanan Pangan dan Perikanan (Dispakan) adalah salah satu lembaga teknis daerah di Kabupaten Bandung. Tugas utama Dispakan adalah menjadi unit pelaksana tugas pemerintah daerah dalam memastikan program-program ketahanan pangan dan perikanan bisa berjalan di Kabupaten Bandung. Saat ini terdapat delapan puluh empat mitra binaan yang tergabung dalam paguyuban usaha kecil menengah yang memproduksi olahan pangan. Jumlah tersebut adalah jumlah mitra yang sudah terdata dan masih mungkin akan bertambah. Terdapat enam puluh empat produk hasil diversifikasi usaha kecil dan menengah (UKM) sebagai upaya menciptakan keanekaragaman pangan agar dapat berpotensi menjadi produk unggulan Kabupaten Bandung. Namun, sebagian besar mitra binaan masih menggunakan media konvensional seperti pameran dan brosur untuk promosi produk. Selain itu, saat ini, pendataan anggota mitra binaan masih dilakukan menggunakan file MS Excel sehingga memiliki kelemahan seperti kerentanan duplikasi, konsistensi, dan kesulitan berbagi data. Berdasarkan permasalahan yang ada, kegiatan pengabdian masyarakat ini bertujuan membangun content management system sebagai media promosi sekaligus pendataan mitra binaan dan produk-produknya. Kegiatan terbagi menjadi tiga tahap yaitu pengumpulan data, pembangunan aplikasi, dan sosialisasi. Hasil evaluasi menunjukkan kepuasan masyarakat sasar terhadap pelaksanaan kegiatan.Kata Kunci: content management system; Dispakan; promosi produk, UKM Development of Content Management System for Product Branding Media Bandung Regency Regional Small and Medium Enterprises AssociationABSTRACTThe Department of Food and Fisheries (Dispakan) is one of the regional technical institutions in Bandung. The main task of the Dispakan is to become the representation unit of the local government in ensuring that food and fisheries security programs in Bandung Area. At present, there are eighty-four fostered partners who are members of the small and medium business community that produces foods. This number is the number of partners that have been recorded and may still increase. There are sixty four products from the diversification of small and medium enterprises (SMEs) as an effort to create food diversity so that it can potentially become a superior product in Bandung. However, most of the fostered partners still use conventional media such as exhibitions and brochures for product promotion. In addition, at present, the data collection of members of the fostered partners is still done using MS Excel files so that it has weaknesses such as duplication, consistency, and difficulty sharing data. Based on the existing problems, this community service activity aims to build a content management system as a media campaign as well as data collection of fostered partners and their products. The activities are divided into three stages, namely data collection, application development, and workshop. The evaluation results show the target community's satisfaction with the implementation of activities.Key words: content management system; Dispakan; product promotion, SME
Analisis Kualitas Pelayanan Menggunakan Metode Importance Performance Analysis (Ipa) Pada Umkm Ws Hotplate Sukapura Bandung Tahun 2024 Lesmana, Athallah Jordan; Widaningsih, Sri; Suryawardani, Bethani
eProceedings of Applied Science Vol. 10 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Applied Science

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak—Dalam industri makanan/resto sejenis, kualitaspelayanan yang baik sangat penting untuk mempertahankanloyalitas pelanggan. Faktor-faktor seperti kecepatan pelayanan, keramahan staf, dan kebersihan tempatmerupakan aspek-aspek yang sangat berpengaruh terhadap kepuasan pelanggan. Oleh karena itu, WS Hotplate harus terusmeningkatkan kualitas pelayanan dengan memperbaiki aspekaspektersebut untuk memenuhi harapan pelanggan dan meningkatkan kinerja secara keseluruhan. Penelitian inibertujuan untuk menganalisis kualitas pelayanan padaUMKM WS Hotplate Sukapura Bandung menggunakan metode Importance Performance Analysis (IPA). Kualitaspelayanan merupakan faktor penting yang mempengaruhikepuasan dan loyalitas pelanggan. Dalam penelitian ini,pendekatan deskriptif kuantitatif digunakan untuk mengumpulkan dan menganalisis data yang diperoleh melaluikuesioner dari pelanggan WS Hotplate. WS HotPlate menyajikan berbagai menu dalan negri hingga menu luarnegri. Desain interior yang menarik dan nyaman juga dapat meninigkatkan kualiatas pelayanan. Rumusan masalah yangterjadi pada WS HotPlate ini adalah bagaimana kualitaspelayanan pada UMKM WS HotPlate menurut persepsipelanggan. Kepentingan kualitas layanan tersebut di evaluasi dengan diadakannya penelitian ini. Kesimpulan padapenelitian ini adalah harapan pelanggan pada WS HotPlateadalah sesuai dengan persentase 82%. Sedangkan persepsi pelanggan atas kinerja yang telah di berikan adalah puasdengan persentase hasil 80%. Tingkat kepuasan pelangganatas kinerja adalah 3202 sedangkan Tingkat harapan 3299 yang di mana hasil tersebut hampir mencapai skor baik. Hasilpenelitian menunjukkan adanya beberapa aspek pelayanan yang memerlukan perbaikan, terutama dalam hal kecepatanpelayanan, keramahan staf, dan kebersihan tempat. Berdasarkan temuan ini, WS Hotplate perlu meningkatkanaspek-aspek tersebut untuk memenuhi harapan pelanggan.Kata kunci:, Kualitas Pelayanan, Importance Performance Analysis, UMKM
Analisis Preferensi Konsumen dalam Memilih Produk Fashion Berbahan Kulit (Studi Kasus Mazaya Leather Craft Tahun 2024) Utami, Habibah Najwa; Mustikasari, Ati; Suryawardani, Bethani
eProceedings of Applied Science Vol. 10 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Applied Science

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak—Mazaya Leather Craft salah satu perusahaan di industri kulit yang memiliki permasalahan yaitu belummemahami preferensi konsumennya, hal itu dapat mengakibatkan perusahaan kehilangan peluang dalammemenuhi kebutuhan pasar yang sesuai. Sehingga, penelitian ini memiliki tujuan untuk memberikan wawasan mengenaifaktor-faktor yang mempengaruhi preferensi konsumen terutama dalam memilih produk fashion berbahan kulit.Penelitian ini merupakan penelitian kuantitatif deskriptif dengan metode yang digunakan adalah analisis konjoin. Jenisdata yang digunakan adalah data primer dengan teknikpengumpulan data melalui survei kepada 100 responden masyarakat umum yang memiliki minat terhadap produkfashion berbahan kulit. Atribut yang digunakan pada produk Mazaya Leather Craft yang dianalisis menggunakan metodeanalisis conjoin adalah harga, desain, bahan dasar, dan masapemakaian. Hasil penelitian menunjukkan bahwa dari 100responden mengidentifikasi atribut yang mempengaruhipreferensi konsumen dalam memilih produk fashion berbahankulit yaitu produk yang memiliki harga dimulai dari Rp. 100.001-Rp. 500.000 dengan nilai kepentingan 32,339%, laluproduk yang memiliki desain simpel dengan nilai kepentingan 15,563%, berbahan dasar kulit asli dengan nilai kepentingan17,250%, dan memiliki masa pemakaian produk dalam jangka lebih dari satu tahun dengan nilai kepentingan 34,848%.Mazaya Leather Craft dapat memanfaatkan atribut yang sudahditeliti untuk mengembangkan produk fashion berbahan kulitsesuai dengan preferensi target pasarnya. Kata kunci— preferensi konsumen, analisis konjoin, atribut, fesyen
Co-Authors Adithya, Donny Almaz, Bimo Astri Wulandari Ati Mustikasari Bijaksana Prabawa Caesalpinia, Nisrina Sherin Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dedy Rahman Wijaya Dendi Gusnadi Donni Junipriansa Ersy Ervina Fat’hah Noor Prawita Fat’hah Noor Prawita Fazri, Irfan Moch Gandeva Bayu Satrya Giva Andriana Mutiara Guntur Prabawa Kusuma Hariandy Hasbi Irfan Moch Fazri Kurnia Wijayanti Lesmana, Athallah Jordan Lukito, Wahyu Marcelino, Dandy Mochamad Yudha Febrianta Prawita, Fat’hah Noor R.N., Raffaela Woro Tyas Rahmadi Wijaya Riska Aprilina Rizki Yantami Arumsari Sampurno Wibowo Silaban, Daniel Andre Salomo Siska Komala Sari Sri Widaningsih, Sri Sunantri, Yudy Suryana Suryana Suryatiningsih Tarandhika Tantra Tito Pandu Raharjo Utami, Habibah Najwa