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Peran Kemasan Produk dan Harga dalam Meningkatkan Minat Beli Konsumen Produk Teh Dalam Kemasan di Provinsi Jakarta Hendy Tannady; Jefriyanto Jefriyanto; Syafrida Damanik; Widyatmoko Widyatmoko; Choerul Umam; Rr Iswahyuningsih; Dewi Ratih K; Rasmawati A. R.
Jurnal Kewarganegaraan Vol 9 No 2 (2025): Desember 2025
Publisher : UNIVERSITAS PGRI YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jk.v6i3.3808

Abstract

AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh harga dan kemasan produk terhadap minat beli konsumen produk Teh Botol Sosro di Jakarta. Variabel dalam penelitian ini adalah harga dan kemasan produk sebagai variabel bebas dan minat beli sebagai variabel terikat. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner penelitian melalui google form kepada 105 responden yang merupakan konsumen yang pernah membeli produk Teh Botol Sosro di Jakarta. Non-probability sampling merupakan teknik pengambilan sampel dalam penelitian ini, dengan salah satu teknik yaitu purposive sampling. Pengolahan data menggunakan statistik SPSS 18 dan hasilnya menunjukkan bahwa harga mempengaruhi minat beli konsumen, kemasan produk mempengaruhi minat beli konsumen, dan secara simultan terdapat pengaruh harga dan kemasan produk terhadap minat beli konsumen produk Teh Botol Sosro di Jakarta.Kata Kunci: Harga, Kemasan Produk, Minat Beli, Teh Botol Sosro AbstractThis study aims to determine the effect of price and product packaging on consumer buying interest in Teh Botol Sosro products in Jakarta. The variables in this study were price and product packaging as the independent variables and purchase interest as the dependent variable. This study uses quantitative methods by distributing research questionnaires via google form to 105 respondents who are consumers who have bought Teh Botol Sosro in Jakarta. Non-probability sampling is a sampling technique in this study, with one technique, namely purposive sampling. Data processing uses SPSS 18 statistics and the results show that price affects consumer purchase interest, product packaging affects consumer purchase interest, and simultaneously there is an effect of price and product packaging on consumer purchase interest in Teh Botol Sosro in Jakarta.Keywords: Price, Product Packaging, Purchase Interest, Teh Botol Sosro
The Influence of Mobile Application Quality, Brand Consistency, and Service Reliability on the Digital Customer Experience of Food Delivery Application Users Rio Haribowo; Flora Grace Putrianti; Ricky Rizkie; Widyatmoko Widyatmoko; Pas Mahyu Akhirianto; Pande Gde Bagus Naya Primananda
Journal of Information System, Technology and Engineering Vol. 4 No. 2 (2026): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v4i2.314

Abstract

The objective of this study is to analyze the influence of Mobile Application Quality, Brand Consistency, and Service Reliability on Digital Customer Experience Users of food delivery app. Multiple linear regression was used to analyze data collected through online questionnaires. Prior to hypothesis testing, the validity test, reliability test, and classical assumption test were used for the data. The study showed that the Mobile Application Quality, Brand Consistency, and Service Reliability variables had a positive and significant influence on Digital Customer Experience both partially and simultaneously. The coefficient of determination suggests that three independent variables in this research explain the Digital Customer Experience. According to the research findings, application quality, brand consistency, and service reliability shape the digital customer experience in food delivery services. In addition to providing recommendations for food delivery service providers on how to improve their service quality and product competitiveness through effective customer experience management, the study also makes theoretical contributions to digital marketing, customer experience, and digital service management literatures.
Dampak Risiko Lingkungan Proyek Bandara Dhoho Kediri terhadap Strategi Pemasaran UMKM Ichwan Setiarso; Widyatmoko Widyatmoko; Choerul Umam
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 1 (2026): Januari : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i1.6267

Abstract

Large-scale infrastructure development, such as the Dhoho Kediri Airport project, plays a strategic role in promoting regional economic growth, but it also poses environmental risks that may affect the sustainability of micro, small, and medium enterprises (MSMEs). Changes in the physical and operational environment resulting from construction activities can influence market access, distribution channels, and business location certainty, which in turn affect MSMEs’ marketing strategies. This study aims to analyze the effect of environmental risks arising from the Dhoho Kediri Airport project on the marketing strategies of MSMEs in the affected areas. The research employs a quantitative approach with an explanatory research design and a causal associative method. Data were collected through questionnaires distributed to 76 MSME owners selected using purposive sampling in the sub-districts of Tarokan, Grogol, and Banyakan, Kediri Regency. Data analysis was conducted using multiple linear regression. The results indicate that, partially, environmental pollution, access and distribution disruptions, and business location uncertainty have a positive and significant effect on MSMEs’ marketing strategies. Simultaneously, these environmental risk variables significantly influence marketing strategies, explaining 61.1 percent of the variation in MSMEs’ marketing strategies. The findings suggest that environmental risks from infrastructure projects not only create challenges for MSMEs but also encourage business owners to adapt by adjusting distribution channels, utilizing digital marketing, and redefining market segmentation. The study highlights the importance of local government policy support in the form of marketing assistance, alternative logistics facilitation, and business location certainty to strengthen MSME resilience in areas surrounding strategic infrastructure projects.
Pengaruh Keterlibatan Produk, Promosi, dan Persepsi Harga terhadap Loyalitas Merek Mi Instan Imelda Ayu Setianingrum; Widyatmoko Widyatmoko
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 1 (2026): Januari : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i1.6359

Abstract

This study aims to measure the effect of product involvement, promotion, and price perception on brand loyalty of instant noodles, with consumers of the Sedaap instant noodle brand in Kediri City as the research object. The main issue underlying this study is the high level of competition in the instant noodle industry, which requires companies to maintain consumer loyalty amid changing preferences and the abundance of alternative brands. The purpose of this study is to analyze the partial and simultaneous effects of each variable on brand loyalty. The research method employed a quantitative approach using a survey technique through a Likert-scale-based questionnaire. The research sample consisted of 150 respondents selected using probability sampling techniques. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method through SmartPLS software to test validity, reliability, and research hypotheses. The results indicate that product involvement, promotion, and price perception have a positive and significant effect on instant noodle brand loyalty. Simultaneously, these three variables also contribute significantly to shaping consumer loyalty. These findings suggest that brand loyalty is influenced not only by product quality but also by effective promotional strategies and fair price perceptions that align with the benefits perceived by consumers. The conclusion of this study emphasizes the importance of implementing integrated marketing strategies to enhance and sustain instant noodle brand loyalty in an increasingly competitive market.
PELATIHAN DIGITALPRENEUR BERBASIS ARTIFICIAL INTELLIGENCE UNTUK MENINGKATKAN LITERASI DIGITAL DAN JIWA KEWIRAUSAHAAN SISWA SMA NEGERI 8 KOTA KEDIRI Widyatmoko Widyatmoko; Tri Esti Rahayuningtyas; Choerul Umam; Wana Pramudyawardana Kusuma Negara; Mahadika Pradipta Himawan
Jurnal Abdimas Ilmiah Citra Bakti Vol. 7 No. 2 (2026)
Publisher : STKIP Citra Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38048/jailcb.v7i2.6669

Abstract

Perkembangan teknologi Artificial Intelligence (AI) telah menciptakan berbagai peluang baru dalam bidang kewirausahaan digital. Namun, pemanfaatan teknologi AI di kalangan siswa sekolah menengah masih relatif terbatas dan lebih banyak digunakan sebagai sarana hiburan dibandingkan sebagai alat produktif untuk pengembangan usaha. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan literasi digital dan keterampilan kewirausahaan siswa melalui pelatihan digitalpreneur berbasis Artificial Intelligence. Kegiatan dilaksanakan di SMA Negeri 8 Kota Kediri dengan melibatkan 75 siswa. Metode pelaksanaan meliputi tahap perencanaan, pelaksanaan, dan evaluasi yang dikombinasikan dengan ceramah, demonstrasi, praktik langsung, dan pendampingan. Peserta diperkenalkan pada berbagai platform AI untuk mendukung riset pasar, penyusunan strategi pemasaran, pembuatan konten digital, dan pengembangan model bisnis sederhana. Hasil kegiatan menunjukkan peningkatan pemahaman peserta mengenai pemanfaatan AI dalam aktivitas kewirausahaan serta meningkatnya minat siswa untuk mengembangkan usaha berbasis digital. Selain itu, peserta mampu menghasilkan rancangan bisnis digital sederhana dengan memanfaatkan teknologi AI secara kreatif dan produktif. Program ini memberikan kontribusi positif dalam menyiapkan generasi muda yang adaptif terhadap perkembangan teknologi dan siap menghadapi tantangan ekonomi digital.
PELATIHAN PENYUSUNAN RENCANA BISNIS BERBASIS STRATEGI PEMASARAN SISWA SMK PAWYATAN DAHA 2 KEDIRI Widyatmoko Widyatmoko; Ichwan Setiarso; Tri Esti Rahayuningtyas; Mahadika Pradipta Himawan
Jurnal AbdiMas Nusa Mandiri Vol. 8 No. 2 (2026): Periode April 2026
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/abdimas.v8i2.8279

Abstract

This community service program aims to enhance the entrepreneurial competencies of students at SMK Pawyatan Daha 2 Kediri City through training in business plan development based on marketing strategies. The main problem faced by partners is students' limited understanding of how to develop comprehensive business plan components, such as market analysis, and their lack of ability to utilize information technology for digital marketing. The scope of the program includes identifying problems in business management and product marketing, developing structured business plans, and implementing digital marketing strategies using information technology. The methods employed consist of interactive training sessions, simulations, group discussions, mentoring, and business pitch presentations. Data were collected through preliminary observations, discussions with school representatives, and evaluation of students’ business plan documents as well as their digital marketing practices. The results indicate that more than 80% of participants understood the stages of business plan preparation, and approximately 70% were able to produce complete and presentation-ready business plan documents. Furthermore, over 80% of students successfully created digital promotional accounts and uploaded marketing content via social media platforms. The implementation of science and technology tools such as the Business Model Canvas (BMC), Canva, and Artificial Intelligence (AI) contributed to improved creativity, business planning effectiveness, and branding and product promotion skills. In conclusion, business plan training based on marketing strategies effectively fosters an entrepreneurial mindset, strengthens managerial and marketing skills, and prepares students to become independent and competitive young entrepreneurs.
Analisis Tiktok Shop, Live Streaming, dan Harga Terhadap Gaya Hidup Konsumtif Generasi-Z Ade Astian Cahyani; Widyatmoko
Solusi Vol. 24 No. 1 (2026): January
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v24i1.13717

Abstract

Penelitian ini bertujuan untuk menginvestigasi determinan perilaku belanja pada era digital dengan menganalisis pengaruh penggunaan TikTok Shop, efektivitas promosi melalui fitur live streaming, dan variabel harga terhadap eskalasi gaya hidup konsumtif Generasi Z. Fenomena ini menjadi krusial untuk dibedah mengingat integrasi antara fitur perdagangan (e-commerce) dengan konten visual kreatif dan interaksi sosial secara real-time telah menciptakan standar baru dalam perilaku konsumsi impulsif. Fokus utama kajian ini adalah memahami bagaimana generasi yang tumbuh di tengah kemajuan teknologi merespons stimulasi pemasaran digital yang bersifat persuasif dan masif. Penelitian ini berlokasi di wilayah Kediri dengan menyasar Generasi Z pada rentang usia 15 hingga 28 tahun yang merupakan pengguna aktif platform TikTok. Menggunakan pendekatan kuantitatif, data dikumpulkan dari 150 responden melalui teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS untuk menguji validitas, reliabilitas, serta signifikansi hubungan antarvariabel dalam model struktural. Hasil analisis menunjukkan bahwa pemanfaatan TikTok Shop, intensitas promosi siaran langsung, dan persepsi harga memiliki kontribusi positif dan signifikan dalam membentuk gaya hidup konsumtif. Secara statistik, model penelitian ini mampu menjelaskan 52,8% variasi perilaku konsumtif, yang mengonfirmasi kuatnya pengaruh teknologi dan strategi promosi digital terhadap pola belanja pemuda. Kesimpulan penelitian menegaskan bahwa kemudahan akses transaksi yang berpadu dengan hiburan visual efektif memicu perilaku belanja yang tidak terencana. Temuan ini memberikan kontribusi empiris pada literatur perilaku konsumen di wilayah non-metropolitan, serta memberikan rekomendasi strategis bagi pelaku usaha dalam merancang pemasaran digital yang lebih efektif dan bertanggung jawab di tengah dinamika pasar masa depan.
Managing Perceived Uncertainty and Boosting Purchase Intention Through Live-Streaming Marketing Elements Wana Pramudyawardana Kusuma Negara; Tri Esti Rahayuningtyas; Widyatmoko Widyatmoko; An’nin Firnanda Mustofa Putri; Aurellia Benicta; Stivani Dima Octani; Teuku Abrar
Jurnal Organisasi dan Manajemen Vol. 21 No. 1 (2025)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v21i1.9787.2025

Abstract

Purpose – This study investigated the impact of live-streaming marketing elements on perceived uncertainty and purchase intentions. Live-streaming marketing elements examined include live-streamer competence, online traffic, information usefulness, and product scarcity. Methodology – The object of this study is businesses engaged in live-streaming commerce through both e-marketplace platforms and social media channels. A total of 418 respondents participated in the online survey. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM). Findings – Findings indicate that perceived uncertainty negatively affects purchase intentions, while live-streamer competence, information usefulness, and online traffic positively influence purchase intentions. Specifically, information usefulness reduces perceived uncertainty, whereas product scarcity increases perceived uncertainty. Originality – This study highlights the importance of addressing perceived uncertainty through effective live-streaming marketing elements to boost consumer purchase intentions. This study includes the dimension of product scarcity into the live-streaming marketing elements, based on the Yale Model, which has not been explored in prior research.
Peran Kearifan Lokal Dalam Menunjang Manajemen Kreatif Dan Inovatif Di Era Globalisasi Aniza Chairani; Angel Firlyaningsrum; Widyatmoko Widyatmoko; Tri Esti Rahayuningtyas; Choerul Umam
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 2 No. 2 (2022): Juni : Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v2i2.879

Abstract

Tujuan penelitian ini adalah untuk lebih memahami keberadaan gagasan atau ide kreatif sebagai strategi yang diperkiraakan akan mampu menjadikan daya saing baik dalam menghadapi tantangan global bagi manajemen dalam menyikapi kearifan lokal yang ada. Metode penilitian ini adalah penelitian kualitatif deskriptif, yaitu data yang dikumpulkan bentuk kata kata bukan angka sebagai penelitian yang diajukan untuk mendeskripsikan atau fenomena fenomena yang ada. Hasil penelitian menjelaskan bahwa terjadi perubahan kebiasaan tentang pengembangan bentuk produk, kegiatan proses usaha atau bisnis, serta terjadinya inovasi dalam manajemen organisasi. Berkaitan dengan manajemen kreatif dan inovasi perubahan dalam pengelolaan inovasi dalam proses-proses, produk dan pelayanan, organisasi, sampai pelanggan dan pasar. Dalam menunjang kegiatan manajemen kreatif dan inovasi dibutuhkan dalam memebrikan gagasan dan ide-ide baru secara terus mengalir sebagai antisipasi perkembangan dunia agar nilai kearifan lokal tetap eksis di era globaliasi. Upaya untuk mempertahankan nilai kebudayaan suatu lingkungan dengan memperhatikan nilai kerifan lokal senantiasa melekat pada diri generasi muda dalam menghadapi tantangan masa globalisasi.
Analisis Risiko Lingkungan dan Ekonomi dalam Manajemen Proyek Pembangunan Akses Jalan Bandara Internasional Dhoho Kediri Ichwan Setiarso; Widyatmoko Widyatmoko
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 2 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i2.5862

Abstract

This study aims to analyze the environmental and economic risks in the construction project of the access road to Dhoho Kediri International Airport. The main focus of this study is to identify the risks that emerge during the project implementation and their impact on the smooth progress of the project as well as the surrounding environment. Furthermore, this research aims to develop mitigation strategies to reduce the negative impacts of the identified risks. The benefits of this research include providing insights for local governments and project managers to manage risks more effectively, as well as informing the public about the potential impacts of the development. This study is also expected to contribute to decision-making for the sustainability of the project. The issues identified in this study include potential environmental damage caused by the development, cost uncertainties that lead to budget overruns, and social risks related to conflicts with local communities. This research uses a quantitative approach with statistical analysis to measure and identify the level of risks and their impacts, through surveys and interviews with relevant stakeholders, as well as project document analysis. Proposed solutions include the implementation of environmental risk mitigation techniques such as waste management and land rehabilitation, as well as careful budget planning to address economic risks. The results of the study show that good risk management can reduce negative impacts and improve project efficiency Abstract. This study aims to analyze the environmental and economic risks in the construction project of the access road to Dhoho Kediri International Airport. The main focus of this study is to identify the risks that emerge during the project implementation and their impact on the smooth progress of the project as well as the surrounding environment. Furthermore, this research aims to develop mitigation strategies to reduce the negative impacts of the identified risks. The benefits of this research include providing insights for local governments and project managers to manage risks more effectively, as well as informing the public about the potential impacts of the development. This study is also expected to contribute to decision-making for the sustainability of the project. The issues identified in this study include potential environmental damage caused by the development, cost uncertainties that lead to budget overruns, and social risks related to conflicts with local communities. This research uses a quantitative approach with statistical analysis to measure and identify the level of risks and their impacts, through surveys and interviews with relevant stakeholders, as well as project document analysis. Proposed solutions include the implementation of environmental risk mitigation techniques such as waste management and land rehabilitation, as well as careful budget planning to address economic risks. The results of the study show that good risk management can reduce negative impacts and improve project efficiency  
Co-Authors A. R., Rasmawati Ade Astian Cahyani Ainun Muhtadin Aissiyah, Nasyatul Aji Prasojo Alvina Dwi Andriani Amalia Nur Chasanah Andreas Dwi Setiawan Angel Firlyaningsrum Angel Firlyaningsrum Angel Frilyaningrum Aniza Chairani Aniza Chairani Anjarwati, Sri Anjasari, Triska An’nin Firnanda Mustofa Putri Arief Setiawan Arief Setiawan Astian Cahyani, Ade Aurellia Benicta Azizah, Dwi Waliyatul Benicta, Aurellia Berlian Fahruddin Bernadheta Novia Bonifacius Indriyono Bonifacius Vicky Indriyono Bonifacius Vicky Indriyono Bonifacius Vicky Indriyono, Bonifacius Vicky Cakranegara, Pandu Adi Chandriana, Tri Dian Choerul Umam Choerul Umam Choerul Umam Chusumastuti, Dhety Damanik, Syafrida Desyandri Desyandri Dewi Ratih K Deysyelin Y.T.J. Wongkar Dhety Chusumastuti Diawati, Prety Dibyo Adi Wibowo Dwi Waliyatul Azizah Erna Erna Erna Kustyarini Ervina Febrianti Ery Mintorini Eva Yuniarti Utami Febrianur Ibnu Fitroh Sukono Putra Ferdianto , Bhekti Eka Fitria, Lailani Flora Grace Putrianti Hanifah Nurul Muthmainah Haribowo, Rio Hayu Lusianawati Hendy Tannady Ichwan Setiarso Ichwan Setiarso Imelda Ayu Setianingrum Iqlima Zahari Irwan Moridu Iswahyuningsih, Rr Iwan Ady Prabowo Jefriyanto Jefriyanto Jefriyanto, Jefriyanto Joni Wilson Sitopu Judijanto, Loso Khamadi Khamadi Lailani Fitria Loso Judijanto Lusianawati, Hayu M.M. Sintorini Mahadika Pradipta Himawan Mahadika Pradipta Himawan Mahadika Pradipta Himawan Mahardhani, Ardhana Januar Melati Ferianita Fachrul Micail Dewasyah Putra Moch. Sjamsul Moch. Sjamsul Hidajat Monica Feronica Bormasa Muhammad Djauhari Muhammad Yudistira Arya Maulana Murini, Murini Nagata, Azaria Beryl Nanny Mayasari Natalinda Pamungkas Natalinda Pamungkas Negara, Wana Pramudyawardana Kusuma Neili Winda Saharani Nelly Ervina Nurhaifa Idris Pamungkas, Natalinda Pas Mahyu Akhirianto Prasasti, Seroja Enjang Primananda, Pande Gde Bagus Naya Putri, Melly Anisa Qadriah, Laila Rachmawansyah, M. Sandia Raden Mohamad Herdian Bhakti Rama Yudana Rasmawati A. R. Ratih K, Dewi Ricky Rizkie Rifqi Ardiansyah, M. Jihatur Rizaldy, Mohammad Farhan Arick Rr Iswahyuningsih Sabila, Puji Chairu Sania Dinda Awalia Sayyidah Farhani Setiyono, Mochammad Raka Alwandany Siami, Lailatus Stivani Dima Octani suroso, amat Syafrida Damanik Teuku Abrar Tri Esti Rahayuningtyas Tri Esti Rahayuningtyas Umam, Choerul Utami, Eva Yuniarti Wahyu Putri, Stevani Tri Wibowo, Toni Wildan Mahmud Wiwin Andriana Wongkar, Deysyelin Y.T.J. Yaacob, Noorayisahbe Bt Mohd Yustiqomah Yustiqomah Zahari, Iqlima Zumrotus Sholikhah