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All Journal Sewagati: Jurnal Pengabdian Masyarakat Indonesia Jurnal Manajemen Riset Inovasi
Ari Anggarani Winadi Prasetyoning Tyas
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Decision Sciences, Operations Research & Management Social Sciences Other

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Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian dengan Kepercayaan Merek Sebagai Variabel Mediasi pada Kopi Nako Bita Utami; Ari Anggarani Winadi Prasetyoning Tyas
Jurnal Manajemen Riset Inovasi Vol. 2 No. 4 (2024): Oktober : Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v2i4.3173

Abstract

This aim examines the effects of brand trust, both direct and indirect, brand image, and brand awareness on purchasing decisions for Kopi Nako. It is driven by the rise in purchasing decisions due to increased brand awareness, which builds brand image and trust. The focus is on individuals who have bought or sampled Kopi Nako at the Monas branch. Data was collected from 110 respondents using purposive sampling and analyzed through SEM. The results show that both brand image and brand awareness have a noteworthy and favorable impact on brand trust. Furthermore, brand awareness and brand image positively influence purchasing decisions, while brand trust has a negative effect on them. Both brand awareness and brand image negatively affect decisions about purchases indirectly by means of brand confidence. The study suggests enhancing brand awareness with effective marketing, maintaining brand popularity through product innovations and positive consumer experiences, and improving brand image by focusing on product quality. Additionally, strengthening brand trust by improving product taste to meet consumer expectations is crucial. These strategies are anticipated to help Kopi Nako improve and maintain consumer purchasing decisions.
Peran Online Customer Review, Online Customer Rating, dan Citra Merek pada Keputusan Pembelian Neda Alifia Rahma; Ari Anggarani Winadi Prasetyoning Tyas
Jurnal Manajemen Riset Inovasi Vol. 2 No. 4 (2024): Oktober : Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v2i4.3178

Abstract

This study aims to determine the effect of online customer review variables, online customer ratings, and brand image on purchasing decision variables partially or simultaneously. The method used in this study is a quantitative method with a sampling method, namely non-probability sampling and the technique used is purposive sampling. The sample of this study were consumers of Mie Gacoan Cipondoh with the criteria of being at least 17 years old, having seen reviews and ratings of Mie Gacoan Cipondoh on Google Reviews, having purchased Mie Gacoan at least once in the last 3 months, and having tasted Mie Gacoan Cipondoh products. The questionnaire collected was 105 respondents, the data was then processed using multiple linear regression methods with statistical software tools. Based on the results of the analysis, it is found that online customer reviews have a positive effect on purchasing decisions. Furthermore, online customer rating has a positive effect on purchasing decisions. Then, it is also found that brand image has a positive effect on purchasing decisions. The final finding is that variables of online customer review, online customer rating, and brand image jointly influence purchasing decisions. It can be concluded that online customer reviews, online customer ratings, and brand image have an effect on purchasing decision variables partially or simultaneously.
Wirausaha Muda Mandiri sebagai Penggerak Ekonomi Bangsa Revanza Syach; Sindroi Anuegrah Ndraha; Bagas Wahyu Dewanta; Ari Anggarani Winadi Prasetyoning Tyas
SEWAGATI: Jurnal Pengabdian Masyarakat Indonesia Vol. 4 No. 3 (2025): September : Jurnal Pengabdian Masyarakat Indonesia
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/sewagati.v4i3.3192

Abstract

This community service program, focusing on Entrepreneurship Education, is designed to foster a new generation of independent, science- and technology-based entrepreneurs. The theme was chosen based on the current social reality, where the high number of workers is not commensurate with the availability of jobs, thus triggering rising unemployment rates. The program's partner, SMK Negeri 2 Jakarta, faces major challenges in the form of limited extracurricular activities that can support the development of students' entrepreneurial spirit, as well as students' limited knowledge and skills in understanding the business world comprehensively. This condition results in a low number of graduates choosing entrepreneurship as a career path. Therefore, the goal of this program is to improve entrepreneurial competency among students, with the specific goal of forming a community of independent students with the practical skills to manage their own businesses. Activities include seminars, training, and intensive entrepreneurial mentoring with SMK Negeri 2 Jakarta as a partner. The program was attended by 110 students and 15 teachers and educational staff. To assess the success of the program, an evaluation was conducted through the distribution of questionnaires to measure participants' level of understanding and by comparing business results before and after the program was implemented. The final results showed a significant increase in students' understanding and entrepreneurial skills, which was reflected in the increase in sales of entrepreneurial products and services in the partner school environment.
Co-Authors Bagas Wahyu Dewanta Bita Utami Neda Alifia Rahma Revanza Syach Sindroi Anuegrah Ndraha