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All Journal J-MAS (Jurnal Manajemen dan Sains) JURNAL PEMASARAN KOMPETITIF DEDIKASI PKM Jurnal Arastirma Jurnal PKM Manajemen Bisnis AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Pengabdian kepada Masyarakat : Kreasi Mahasiswa Manajemen JUMANDIK Jurnal Manajemen & Pendidikan
Reza Khairul Hadi
Universitas Pamulang
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Library & Information Science Social Sciences Other

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Analisis Strategi Pemasaran oleh Koperasi dalam Menarik Minat Beli Konsumen terhadap Produk Hasil UMKM Reza Khairul Hadi; Retno Wulansari; Sunanto Sunanto
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1720

Abstract

In the current era of competitive markets and growing student entrepreneurship, cooperatives (Koperasi) play an important role in supporting student innovation and promoting their products to a wider audience. However, the marketing strategies implemented by Koperasi Universitas Pamulang have not been fully evaluated in terms of their effectiveness in attracting consumer buying interest. This study aims to identify the extent of marketing strategies applied by the Koperasi and to analyze appropriate strategies to enhance consumer interest in products made by Universitas Pamulang students. This research employs a qualitative descriptive approach, which aims to describe and interpret real-life phenomena as they occur. The research method used is descriptive qualitative, with the object of research being the marketing strategies of Koperasi Universitas Pamulang. The subjects consist of 40 respondents, including 10 lecturers and 30 students who are members or consumers of the Koperasi. The data were collected through interviews, observations, recordings, and photographs, all reflecting actual field conditions. Data were analyzed using a qualitative descriptive analysis method, involving data reduction, data presentation, and conclusion drawing. The results show that improvements are needed in four dimensions: product quality, competitive pricing, store convenience, and promotion through affordable media such as banners and brochures to increase awareness and purchasing interest in student-made products.
PENGARUH  PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN BAKSO SAM CIPONDOH PADA CV. SURYA ARTHA MUTIARA CIPONDOH, DI KOTA TANGERANG Muhammad Mahudi; Reza Khairul Hadi
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 4 No 1 (2025): Jurnal Manajemen dan Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/fytjas11

Abstract

This istudy iaims ito idetermine ihow imuch iinfluence ipromotion iand iservice iquality ihave ion ipurchasing idecisions ifor iSAM iCipondoh imeatballs iat iCV.Surya iArtha iMutiara iCipondoh, iIn iTangerang iCity. iused iis ia iquantitative imethod. iThe isampling itechnique iused iis inon-probability isampling iusing ithe iChocran iformula, inamely ithe inumber iof isamples iis i99 irespondents. iThe idata ianalysis iused iis ivalidity itest, ireliability itest, isimple ilinear iregression, icorrelation icoefficient, idetermination icoefficient, iand ihypothesis itesting. iThe iresults iof ithis istudy iare ithe imoderate ieffect iof ipromotion i(XI) iand iservice iquality i(X2) ion ipurchasing idecisions i(Y) iat ithe iCV.Surya iArtha iMutiara iCipondoh, iTangerang. iPromotion iwith iregression iY i= i16.974 i+ i0.695X1, ithe icorrelation icoefficient ivalue iis i0.629 imeaning ithat ithe itwo ivariables ihave ia imoderate irelationship iwith ia idetermination icoefficient iof i39.6% iand ithe ihypothesis itest iis iobtained it icount i> it itable i(7.967 i> i1.98498). iService iquality ihas ia isignificant iinfluence ion ipurchasing idecisions iwith ithe iregression iequation iY i= i22.907 i+ i0.386X2, ithe icorrelation icoefficient ivalue iis i0.447 imeaning ithat ithe itwo ihave ia ilow irelationship iwith ia icoefficient iof idetermination iof i20% iand ihypothesis itesting iobtained it icount i> it itable i(4.927 i> i1.98498). iPromotion iand iservice iquality isimultaneously ihave ia isignificant ieffect ion iPurchasing iDecisions iwith ithe iregression iequation iY i= i13.801 i+ i0.597X1 i+ i0.155X2. iValue icorrelation icoefficient iobtained iby i0.648 imeans ithat ithe iindependent ivariable iwith ithe idependent ivariable ihas ia imoderate irelationship iwith ia idetermination icoefficient iof i42% iwhile ithe irest iis ias ibig ias iinfluenced iby iother ifactors. iHypothesis itesting iobtained iFcount i> iFtable ior i(34.761 i> i3.090). iThis iis ialso ireinforced iby ithe isignificance iprobability iof i0.000 i<0.05. iThus iH0 iis irejected iand iH1 iis iaccepted. iThis imeans ithat ithere iis ia ipositive iand isignificant iinfluence isimultaneously ibetween ipromotion iand iservice iquality ihave ion ipurchasing idecisions ifor iSAM iCipondoh imeatballs iat iCV.Surya iArtha iMutiara iCipondoh, iIn iTangerang iCity
Pendampingan UMKM dalam Membangun Citra dan Strategi Promosi Efektif pada Gerakan Pemuda Ansor Pagedangan Tangerang Asep Sulaeman; Reza Khairul Hadi; Komarudin Komarudin
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.v6i2.2316

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development; however, many MSME actors still face challenges in building a strong business image and implementing effective promotional strategies. This community service activity was conducted to assist MSME actors of Gerakan Pemuda Ansor in Pagedangan, Tangerang, in strengthening business identity, improving promotional capabilities, and expanding their understanding of effective marketing strategies. The activity was conducted in Pagedangan Village, Tangerang, on April 19, 2026. The community service team consisted of three lecturers from Universitas Pamulang, with 17 MSME participants from Gerakan Pemuda Ansor. The implementation method consisted of three main stages: preparation, implementation, and reporting. The implementation stage used several approaches, including material presentation, practical activities, discussions, and question-and-answer sessions. The materials focused on building a positive business image, developing attractive promotional content, and selecting appropriate promotional strategies according to the characteristics of the target market. The results showed that participants gained improved understanding of the importance of business image and promotional strategies in increasing product attractiveness and competitiveness. Participants were also able to identify opportunities to improve their business branding and promotional practices. The activity was therefore considered useful in increasing MSME participants' knowledge and practical skills in developing sustainable promotional strategies.
Co-Authors Agus Supriatna Ardi Dandiharja Asep Sulaeman Asep Sulaeman Fauziah Septiani Komarudin Komarudin Komarudin Komarudin Muhamad Guruh Muhammad Mahudi N Lilis Suryani Nurmin Arianto Nurwita Nurwita Retno Wulansari Sunanto Sunanto Wulandari Cahyani Putri