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All Journal AMAR (Andalas Management Review) JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Jurnal Indonesia Sosial Sains
Chairunnisya Chairunnisya
Universitas Andalas
Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Immunology & microbiology Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Public Health Social Sciences

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Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives Chairunnisya Chairunnisya; Hapsari Setyowardhani
AMAR (Andalas Management Review) Vol 5 No 1 (2021)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.5.1.93-106.2021

Abstract

According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension of Brand Equity is formed. The One-Sample T-Test revealed that the four dimensions had an effect on the behavior of tourists in Bukittinggi City.
Strategi Pengembangan Usaha Kerupuk Kamang Melalui Inovasi Produk dan Pemasaran Digital Ratih Ramadhani; Adila Adisti; Chairunnisya
JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Vol 5 No 2 (2024)
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/jurpikat.v5i2.1481

Abstract

Ubi kayu merupakan komoditas unggulan di Kabupaten Agam, Sumatera Barat. Sejak puluhan tahun masyarakat setempat di Kecamatan Kamang Magek telah melakukan penganekaragaman produk olahan untuk meningkatkan nilai tambah ubi kayu yaitu usaha kerupuk kamang. Usaha ini merupakan warisan tradisi ekonomi masyarakat setempat. Namun, eksistensinya belum sepopuler olahan ubi kayu lainnya, seperti kerupuk sanjai dan karak kaliang. Kerupuk kamang memiliki potensi besar untuk dikembangkan karena daerah produksi memiliki comparative advantage. Namun, produksi, manajerial, pemasaran dan penjualan masih bersifat konvensional. Sehingga, pentingnya pembinaan yang berkelanjutan untuk membantu mengembangkan usaha kerupuk kamang menjadi industri rumah tangga yang berdaya saing di era digitalisasi. Tujuan pengabdian ini untuk memberdayakan UMKM Kerupuk Kamang DUA SAUDARA yang telah ada sejak 20 tahun lalu. Kegiatan ini membantu mitra menyelesaikan masalah produksi dan pemasaran yaitu dengan menambah pengetahuan mitra tentang pentingnya inovasi produk dan pemasaran digital serta recreate logo. Metode yang digunakan adalah metode pendekatan, seperti metode disksui interaktif dan metode pendampingan.
Development of Sme Based Opinion Leadership Model in Indonesia Chairunnisya Chairunnisya
Jurnal Indonesia Sosial Sains Vol. 6 No. 1 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i1.1573

Abstract

The decline in sales is one of the impacts of the Covid 19 pandemic on SME, and another impact is a decrease in production and a decrease in the total income of SME. Opinion leadership can solve consumer behavior in Indonesian society, especially after the Covid 19 pandemic. This research aim to determine the SME-based opinion leadership model in Indonesia during the Covid 19 pandemic and to analyze the relationship between opinion leadership and consumer behavior in SMEs during the Covid 19 pandemic. This research is quantitative through an online survey, the data analysis and hypothesis testing method use the Structural Equation Model - Partial Least Square (SEM-PLS). It was found that opinion leadership significantly affects consumer behavior in SMEs in Indonesia with four characteristics, professional, innovative, involved, and socialized. This research can be used for SME to start digitalizing by having a social media account to share information alongside the efforts of opinion leaders. Opinion leaders have a specialty depending on their capability, so they can promote SME products that match their personality. In addition, having many followers can make opinion leaders lead a community.
Co-Authors Adila Adisti Hapsari Setyowardhani Ratih Ramadhani