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All Journal Jurnal Manajemen STIE Muhammadiyah Palopo Jurnal Ilmiah Manajemen "E M O R" Jurnal Riset Bisnis dan Manajemen Tirtayasa Jesya (Jurnal Ekonomi dan Ekonomi Syariah) International Journal of Economy, Education and Entrepreneurship (IJE3) Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) International Journal of Engagement and Empowerment (IJE2) Jurnal Bina Bangsa Ekonomika Indonesian Collaboration Journal of Community Services (ICJCS) Bussman Journal : Indonesian Journal of Business and Management Jurnal Keuangan dan Akuntansi Terapan (KUAT) NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Bina Bangsa International Journal of Business and Management Jejak digital: Jurnal Ilmiah Multidisiplin Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Management Journal and Economic Review
BAHITS, ABDUL
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis Universitas Bina Bangsa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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PERAN KUALITAS PRODUK, CITRA MEREK DAN INOVASI PRODUK DALAM KEPUTUSAN PEMBELIAN BARANG MEWAH: STUDI PADA PENGGUNA I-PHONE DI KOTA TANGERANG Sutisna, Sutisna; Herawati, Upi; Bahits, Abdul
Bussman Journal : Indonesian Journal of Business and Management Vol. 4 No. 1 (2024): Bussman Journal | Januari - April 2024
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v4i1.235

Abstract

One of the most important efforts of marketers is how to drive consumer purchasing decisions. Many variables affect purchasing decisions, including product quality, brand image, and product innovation. This study aims to reveal the role of these three variables in the decision to purchase luxury goods. This study is a quantitative study involving 96 respondents who have bought and used iPhones in the Tangerang city area. The sampling technique used is purposive sampling and uses multiple regression statistical methods to analyze the data. The results of the study show that product quality affects the purchase decision, brand image affects the purchase decision of luxury goods, but product innovation does not affect the purchase decision of luxury goods. The study also found that the brand image perceived by users had a stronger influence on the purchase decision of luxury goods compared to the product quality variable
UPAYA PENINGKATAN KREATIVITAS DAN INOVASI UMKM DENGAN BUKU REFERENSI INSPIRATIF DI KOTA SERANG Khaeruman, Khaeruman; Harsono, Pramudi; Tabroni, Tabroni; Suflani, Suflani; Bahits, Abdul; Salapudin, Salapudin; Sukmawan, Irwan; Komarudin, Mochamad Fahru; Lesmana, Ihwan Satria; Triana, Leni
Indonesian Collaboration Journal of Community Services (ICJCS) Vol. 4 No. 4 (2024): Indonesian Collaboration Journal of Community Services
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/icjcs.v4i4.190

Abstract

The community service activity entitled "Efforts to Enhance Creativity and Innovation in MSMEs with Inspirational Reference Books in Serang City", held in September 2024, aimed to improve the creativity and innovation of MSME entrepreneurs. Through a webinar and book review of "Inspirational MSMEs: Secrets to Success in the Modern Era", participants gained valuable insights into product innovation, digital marketing strategies, and efficient financial management. The activity was successful in equipping MSME entrepreneurs with new knowledge and skills, motivating them to apply creative ideas and utilize digital media for business development. Feedback surveys revealed that participants felt more confident and prepared to face challenges and expand their businesses. Furthermore, the event fostered networking opportunities for MSME entrepreneurs, which could further support their business growth. Overall, this community service activity contributed positively to enhancing the competitiveness of MSMEs in Serang City and can serve as a model for similar initiatives in other regions
DIGITAL MARKETING STRATEGIES TO IMPROVE MARKETING EFFECTIVENESS AND SALES PERFORMANCE OF MSMEs IN THE FOOD SECTOR Tabroni, Tabroni; Bahits, Abdul; Suflani, Suflani; Salapudin, Salapudin; Wulansari, Retno
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 5 No. 1 (2025): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v5i1.349

Abstract

This research aims to analyze how digital marketing strategies can improve marketing effectiveness and sales performance of MSMEs in the food sector in Indonesia. Using a qualitative approach, simulation data was collected through semi-structured interviews with 12 MSME actors in the food sector (traditional food traders, small cafes, and packaged food businesses) as well as observing their social media content. Thematic analysis revealed that social media, especially Instagram and TikTok, are effective in increasing brand visibility and customer engagement, with visual content and local influencer collaborations as key factors. However, low digital literacy and budget constraints are significant obstacles. Opportunities such as digital training programs from the government and increased internet access in rural areas support digital marketing adoption. This research integrates the AIDA Model and Theory of Planned Behavior to understand the adoption behavior of MSME actors, as well Diffusion of Innovation to analyze the spread of digital innovation. The research results offer a theoretical framework for academics and practical guidance for MSME actors and policy makers to strengthen the digitalization of MSMEs in the food sector. Policy implications include increasing digital literacy training and technology subsidies to support the competitiveness of MSMEs.
UPAYA PENGEMBANGAN DALAM STRATEGI INOVASI MENU DAN PENGEMBANGAN PRODUK UNGGULAN UMKM KULINER DI KOTA SERANG Khaeruman, Khaeruman; Tabroni, Tabroni; Suflani, Suflani; Hanafiah, Hafidz; Bahits, Abdul; Kartika, Rika; Salapudin, Salapudin; Fatari, Fatari
Indonesian Journal of Engagement, Community Services, Empowerment and Development Vol. 5 No. 1 (2025): Indonesian Journal of Engagement, Community Services, Empowerment and Developme
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijecsed.v5i1.171

Abstract

This community service activity aims to support the development of menu innovation strategies and flagship product enhancement for culinary MSMEs in Serang City. The program focused on recipe innovation training, packaging improvements, and strengthening digital marketing. Five culinary MSMEs actively participated in this month-long activity conducted in January 2025. The methods included preliminary observation, direct training, and evaluation of implementation outcomes. Results showed that the training improved MSME actors’ creativity in producing new menu variations and enhancing product packaging. Furthermore, strengthening digital marketing significantly contributed to improving competitiveness and sales. Based on evaluations, all participating MSMEs showed progress in innovation, branding, and market reach. This program demonstrates that an integrated approach through direct training is highly effective in enhancing the capacity of culinary MSME entrepreneurs. In the future, collaboration between universities, government, and MSME communities should be expanded to support sustainable growth and innovation of local MSMEs.
Pendampingan Pembuatan Nomor Induk Berusaha (NIB) Menggunakan Website Online Single Submission (OSS) pada UMKM Otak-Otak Ibu Enjum di Desa Sidamukti Kecamatan Sukaresmi Kabupaten Pandeglang Carolina; Abdul Bahits; Sifa Sulistia Dewi; Andini Firdhi; Riskia Try Lestary
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 4 (2025): AGUSTUS
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2dceqn59

Abstract

UMKM merupakan sektor penting penggerak ekonomi lokal, termasuk di desa. Desa Sidamukti dikenal sebagai penghasil hasil perikanan lokal. Namun, sangat disayangkan jika potensi tersebut tidak dikelola dengan baik, karena pengelolaan yang tepat dapat memberikan dampak besar terhadap perekonomian desa, salah satunya pada UMKM otak-otak Ibu Enjum. Tujuan pengabdian ini Membantu pelaku usaha UMKM otak-otak Ibu Enjum pada legalitas perizinan Usaha dan metode pelaksananya sosialisasi dan observasi, Pendampingan Pembuatan NIB dengan hasil pembahasan Pelaku usaha UMKM otak-otak Ibu Enjum memiliki legalitas NIB kesimpulan dari pengabdian ini adalah Pelaku usaha UMKM otak-otak ibu enjum memahami pentingnya legalitas perizinan usaha.
Pendampingan Pembuatan Market Place E-Commerce bagi UMKM Dendeng NR Bahari di Desa Sidamukti Kecamatan Sukaresmi Kabupaten Pandeglang Andini Firdhi; Abdul Bahits; Carolina; Agil Apriyandi; Riskia Try Lestary
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 4 (2025): AGUSTUS
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/xng5ey66

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendorong pertumbuhan ekonomi lokal maupun nasional. Salah satu UMKM potensial adalah “NR Bahari Dendeng” di Desa Sidamukti, Pandeglang, yang memproduksi dendeng ikan laut. Meskipun telah memiliki jangkauan pasar antardaerah, usaha ini belum memanfaatkan platform perdagangan elektronik seperti Shopee secara optimal, serta belum memiliki identitas visual dan kehadiran digital yang memadai. Kegiatan pengabdian ini bertujuan untuk mendampingi pelaku usaha dalam digitalisasi pemasaran dan penguatan citra usaha melalui e-commerce, spanduk promosi, dan pencantuman lokasi di Google Maps, guna meningkatkan daya saing secara profesional dan berkelanjutan. Tujuan dari kegiatan ini adalah untuk mendampingi UMKM “Dendeng NR Bahari” dalam pembuatan dan pemanfaatan marketplace e-commerce, khususnya melalui platform Shopee, sebagai media utama dalam perluasan pasar digital. Kegiatan ini bertujuan membekali pelaku usaha dengan kemampuan teknis dalam mengelola toko daring secara mandiri, memperkenalkan produk ke pasar yang lebih luas, serta memperkuat eksistensi usaha di era digital secara berkelanjutan. Kegiatan dilaksanakan dengan pendekatan partisipatif dan kolaboratif antara mahasiswa dan pelaku UMKM, diawali dengan observasi dan diskusi kebutuhan usaha. Fokus utama kegiatan adalah pendampingan teknis pembuatan dan pengelolaan toko daring di Shopee, serta didukung pemasangan spanduk promosi dan penambahan lokasi di Google Maps. Program ini berlangsung selama KKM di Desa Sidamukti untuk meningkatkan kapasitas digital dan akses pasar UMKM. Hasil kegiatan menunjukkan bahwa pendampingan berhasil meningkatkan kapasitas digital UMKM NR Bahari Dendeng, terutama melalui pembuatan dan pengelolaan toko daring di Shopee yang kini aktif digunakan untuk memperluas pemasaran. Selain itu, pemasangan spanduk promosi dan pencantuman lokasi di Google Maps turut mendukung visibilitas usaha secara fisik dan digital. Seluruh kegiatan ini mendapat respon positif dari pelaku usaha dan diharapkan dapat memperkuat posisi UMKM sebagai oleh-oleh khas Desa Sidamukti. Kegiatan pengabdian KKM Kelompok 46 Universitas Bina Bangsa di Desa Sidamukti berhasil meningkatkan digitalisasi UMKM NR Bahari Dendeng, khususnya melalui pendampingan pembuatan toko daring di Shopee. Dukungan berupa pemasangan spanduk dan penandaan lokasi di Google Maps turut memperkuat visibilitas usaha. Program ini mendorong kemandirian pelaku usaha dan layak dijadikan model bagi UMKM pesisir dan pedesaan.  
PEMBERDAYAAN EKONOMI KREATIF MASYARAKAT DESA SIDAKMUTI KECAMATAN SUKARESMI KABUPATEN PANDEGLANG DALAM PEMANFAATAN LIMBAH PLASTIK PADA PEMBUATAN PAVING BLOCK Bahits, Abdul; Julianthi, Sa'adiyah; Carolina, Carolina; Nurhadi, Hadi; Maulana, Ahmad
Indonesian Journal of Engagement, Community Services, Empowerment and Development Vol. 5 No. 2 (2025): Indonesian Journal of Engagement, Community Services, Empowerment and Developme
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijecsed.v5i2.215

Abstract

This community service activity in Sidakmukti Village, Sukaresmi District, Pandeglang Regency aimed to empower the creative economy through the utilization of plastic waste to produce paving blocks. The main problems addressed were the high accumulation of plastic waste in coastal areas and residential neighborhoods, combined with low public awareness of waste management. Using a participatory approach and support from the village head, the community actively collected and recycled plastic waste. An appropriate technology in the form of a plastic waste shredding machine was designed and operated by residents. The shredded plastic waste was mixed with sand to produce paving blocks that meet strength and aesthetic standards. These products are used as material for village access roads. The activity results showed increased awareness, skills, and new economic potential for the community. This empowerment model can be replicated to support sustainable development and environmentally friendly waste management.
Strategi Pengembangan Produk Kerupuk Kerang Sebagai Unggulan UMKM Nelayan Desa Sidamukti Kecamatan Sukaresmi Kabupaten Pandeglang Abdul Bahits; Riskia Try Lestary
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 5 (2025): SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/vryb0r79

Abstract

Pengembangan produk kerupuk kerang sebagai salah satu potensi unggulan UMKM nelayan di Desa Sidamukti, Kecamatan Sukaresmi, Kabupaten Pandeglang. UMKM merupakan pilar yang paling penting dalam bidang ekonomi. UMKM yaitu usaha ekonomi produktif yang dimiliki oleh perorangan maupun badan usaha (Undang-Undang Republik Indonesia Nomor 20 Tahun, 2008). Sebagai salah satu peran masyarakat dalam pembangunan nasional maka UMKM dapat mengambil bagian dalam pembangunan ekonomi. UMKM ini berperan sangat penting bagi para pelaku usaha untuk meningkatkan nilai jual, dan mengembangkan usaha, Kerupuk kerang menjadi contoh bagaimana masyarakat setempat berinovasi dengan mengolah hasil laut menjadi produk bernilai ekonomi. Produk ini tidak hanya memberikan nilai tambah, tetapi juga membuka peluang penghasilan tambahan. Kegiatan ini dilakukan secara langsung di lingkungan Desa Sidamukti untuk mengetahui kondisi UMKM kerupuk kerrang, proses produksi serta peluang pemasaran yang ada di desa tersebut.  
PERENCANAAN DAN PENERAPAN METODE E-COMMERCE BARU UNTUK MENINGKATKAN PENJUALAN PRODUK UMKM KOTA SERANG BANTEN Harsono, Pramudi; Tabroni, Tabroni; Bahits, Abdul; Romli, Ombi
Indonesian Journal of Economy, Business, Entrepreneuship and Finance Vol. 4 No. 1 (2024): Indonesian Journal of Economy, Business, Entrepreneuship and Finance
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijebef.v4i1.152

Abstract

The aim of this research is to determine the impact of planning and implementing new E-commerce methods on micro, small and medium businesses (MSMEs) in Serang, Banten. In the digital era, MSMEs must adopt online marketing strategies to remain competitive. This research uses surveys and data analysis from MSME owners in Serang City who have implemented online marketing technology. The variables examined include the type of online marketing innovation used, the level of adoption, and its effect on increasing sales. This research aims to provide an in-depth understanding of the contribution of online marketing to the economic growth of MSMEs in the region through collecting data from MSME respondents. Data analysis will identify relationships between the variables investigated, with the hope of providing insight to MSME owners, local governments and other stakeholders about the importance of using online marketing innovation as a strategy to increase MSME sales in Serang, Banten. In addition, it is hoped that this study will become a reference for other researchers who want to explore the potential of online marketing in supporting the growth of MSMEs in various locations
PENERAPAN MANAJEMEN PEMASARAN BERBASIS TEKNOLOGI INFORMASI PADA SEKTOR JASA DI KOTA SERANG Sucihati, Sucihati; Fidziah, Fidziah; Bahits, Abdul
Indonesian Journal of Economy, Business, Entrepreneuship and Finance Vol. 4 No. 3 (2024): Indonesian Journal of Economy, Business, Entrepreneuship and Finance
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijebef.v4i3.202

Abstract

This research aims to examine the application of information technology-based marketing management in the service sector in Serang City, which plays an important role in the local economy. Even though information technology has great potential to increase marketing efficiency, challenges such as limited human resources (HR), technological infrastructure, and digital literacy are significant obstacles. Using a qualitative approach, data was collected through in-depth interviews with service businesses in Serang City. The research results show that although there is adoption of technology, especially social media for promotions, the application of more complex technologies such as big data analytics and marketing personalization is still limited. Apart from that, low digital literacy among business actors, especially MSMEs, hinders the optimization of information technology. This research suggests the need for training and development of human resources as well as government policies that better support technology development in the service sector, in order to increase competitiveness and expand market opportunities in Serang City.
Co-Authors Abidzar, Muhammad Daffa Agil Apriyandi Ahmad MAULANA Ahmad Mukhlis, Ahmad Alief Rifaldi Ana Regitha Dwi Saputri Andini Firdhi Antika, Windi Ardi Hidayat Aria Luska Carolina Carolina Carolina, Carolina Dewi, Gita Silviana Elisabeth Chyntia Dewi Eneng Marliawati Fatari Fatari, Fatari Fatimah, Andini Nur fatoni, malik Fidziah, Fidziah Fifin Tia Rohniati Hafidz Hanafiah Harsiti Harsiti Hartoko, Gatot Herawati, Upi Hertanto Tamba I Komang Wahyu Wiguna Ihwan Satria Lesmana Ihwan Satria Lesmana Jayawarsa, A.A. Ketut Jefran Adiswanse Julianthi, Sa'adiyah Khaeruman Komarudin, Mochamad Fahru Kusuma, Aria Cendana Leni Triana LENI TRIANA, LENI Lesmana, Ihwan Satria Lilian Oktaviani LILIAN OKTAVIANI Lismayada Wardani Listiawati Listiawati Mohamad Bayi Tabrani Muhamad Nawab Alawi Muhamad Nur Fauzan Muhamad Saleh Muhammad Saleh Muhammad Saleh Muharommah, Meilani Natalia Sari Noviyanti, Eka Sintia Nurhadi, Hadi Nurul Agnestya Putri Salma Pramudi Harsono Raden Irna Afriani Reihan Mutaqin Retno Wulansari RIKA KARTIKA Rika Kartika Riskia Try Lestary Romli, Ombi Saepudin Saepudin Salapudin, Salapudin Sifa Sulistia Dewi Siti Chairunissa Sri Haryati Sri Yunita Sucihati, Sucihati Suflani Sukmawan, Irwan Sulis Wahyuningsih Surachman Surachman Sutisna Sutisna Syamsul Hidayat Tabroni Tabroni, Tabroni Tb. Ai Munandar Vidila Rosalina Wahyu Widodo Yuliah, Yuliah