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All Journal Jurnal Berdaya Mandiri International Journal of Marketing and Digital Creative (IJMADIC)
Henny Utarsih
STIE EKUITAS
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PRODUKTIF DI MASA PANDEMI - PENGEMBANGAN POTENSI MASYARAKAT DI KELURAHAN CISANTREN ENDAH, KOTA BANDUNG Henny Utarsih; Heppy Agustiana; Erlynda Kasim
Jurnal Berdaya Mandiri Vol. 4 No. 1 (2022): Jurnal Berdaya Mandiri (JBM: EDISI KERJASAMA STIE EKUITAS BANDUNG)
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (312.731 KB) | DOI: 10.31316/jbm.v4i1.1802

Abstract

Di tengah masa pandemi yang belum juga mereda, perekonomian diusahakan untuk perlahan pulih kembali. Masyarakat dituntut untuk lebih kreatif dan produktif. Ibu-ibu PKK Cisantren Endah yang belum memiliki keahlian dasar baik dari segi produksi maupun manajemen sederhana (pemasaran dan keuangan). Berkaitan denganhal tersebut, solusi yang diberikan adalah memberikan pelatihan dasar baik dari segi produksi maupun manajemen. Bekerja sama dengan mtra Binaan Azwa Handycraft,  tim Pengabdian Masyarakat STIE Ekuitas memberikan pelatihan serta kemudian monotoring dan evaluasi. Program PKM tahun ini merupakan tahap awal dari rangkaian 3 tahun ke depan untuk mengembangkan usaha peserta yang potensial. Setelah pelatihan diharapkan peserta yang sudah memiliki usaha sederhana maupun yang akan berusaha  dapat mengembangkannya.  Keahlian di bidang produksi,  marketing dan keuangan sederhana merupakan hal yang juga diberikan kepada peserta sebagai modal untuk memulai usaha. Setelah pelatihan dilakukan survey monitoring dan evaluasi mengenai perkembangan usaha peserta dan dampak pelatihan.
Analysis of Product Quality and Advertising on the Purchase Intention of Opak Oded Consumers in Sumedang Henny Utarsih
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i1.2329

Abstract

The 'New Normal' period caused by the ongoing Covid-19 pandemic has had a profound impact on Opak Oded’s business, with income turnover reduced by 75%. This sharp decline is primarily attributed to disruptions in distribution channels, which have significantly affected business operations and led to a reduction in staff from 70 to 43 employees. This study aims to examine the influence of product quality and advertising on the purchasing intentions of Opak Oded customers in the Sumedang region. A quantitative descriptive analysis method was employed, using a survey of 96 participants. Data were analyzed using Structural Equation Modeling (SEM) with Smart PLS 3.0 software to assess the relationship between product quality, advertising, and purchase intention. The findings reveal that both product quality and advertising have a significant and positive effect on individuals' intentions to buy Opak Oded products. Moreover, these two factors combined have a substantial influence on purchase intention. The novelty of this research lies in its focus on a traditional local product during the pandemic, providing insights into how small businesses can adapt their marketing strategies during economic downturns. However, this study is limited to one geographic location (Sumedang) and the goods delivery sector.
Co-Authors Erlynda Kasim Heppy Agustiana