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All Journal Journal of Economic, Bussines and Accounting (COSTING) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan At-Tadbir : jurnal ilmiah manajemen International Journal of Supply Chain Management Adimas : Jurnal Pengabdian Kepada Masyarakat EconBank : Journal Economics and Banking Jurnal Pengabdian Kepada Masyarakat (Mediteg) Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Bisnis Dan Kajian Strategi Manajemen Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JIIP (Jurnal Ilmiah Ilmu Pendidikan) Coopetition : Jurnal Ilmiah Manajemen Jurnal AbdiMas Nusa Mandiri Finansha: Journal of Sharia Financial Management International Journal of Business, Management and Economics International Journal of Marketing and Human Resource Research Jurnal Abdimas Sang Buana Journal of Applied Business, Taxation and Economics Reseach Jurnal Bisnis, Ekonomi, dan Sains Journal of Accounting and Finance Management (JAFM) Journal of Management and Creative Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Manajemen dan Bisnis (Performa)
Nugraha Saefudin
Universitas Widyatama
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Transportation Other

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PELATIHAN PENGGUNAAN CHATBOT UNTUK PEMASARAN PRODUK  UMKM KADIN KOTA BANDUNG Yenny Maya Dora; Sunardi Sembiring Brahmana; Nugraha Saefudin; Uce Karna Suganda; Raden Mochamad Daud Rizky F
Jurnal AbdiMas Nusa Mandiri Vol. 8 No. 3 (2026): Periode Juli 2026
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/abdimas.v8i3.8274

Abstract

The rapid development of digital technology provides opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their marketing reach and improve customer service quality. However, many MSMEs still face challenges in utilizing digital technology effectively for marketing and customer communication. According to the MSME Empowerment Report (2022), approximately 70.2% of MSMEs experience difficulties in marketing their products, particularly in developing effective digital marketing strategies and providing responsive customer service. Therefore, this community service program aimed to improve the knowledge, understanding, and skills of MSMEs assisted by the Bandung City Chamber of Commerce and Industry (KADIN) in utilizing chatbot applications for digital marketing and customer service. The program involved 20 MSME participants and was conducted through lectures, discussions, and hands-on practice using chatbot applications. Evaluation was carried out using questionnaires to measure participants' understanding and satisfaction with the training. The results showed that 100% of participants stated that the program was well organized, 95% agreed that the implementation followed the planned schedule, and 100% reported that the training materials were easy to understand and that the facilitators answered participants' questions clearly. In addition, participants were able to create chatbot accounts, utilize auto-reply features, and develop automated responses to customer inquiries. These findings indicate that chatbot training can improve MSMEs' knowledge, understanding, and skills in utilizing digital technology to support marketing activities and enhance customer service quality.
Pengembangan Model Penilaian Halal Value Chain Berkelanjutan pada Industri Tekstil Indonesia menggunakan Analytical Hierarchy Process (AHP) Okta Sakti Eka Kusumawan; Nugraha Saefudin
Journal of Management and Creative Business Vol. 4 No. 4 (2026): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v4i4.8060

Abstract

The textile industry has a complex supply chain and relies on various chemical substances that may affect the halal integrity of its products. However, there is currently no specific assessment framework for evaluating the implementation of the Halal Value Chain in the textile industry. This study aims to develop Halal Value Chain assessment indicators and determine their priorities using the Analytic Hierarchy Process (AHP). The research began with the identification of indicators through a literature review and relevant regulations, followed by a survey involving 22 textile companies in Indonesia. The identified indicators were then structured into an AHP hierarchy and weighted based on expert pairwise comparisons. The results identified eight key dimensions: Halal Chemicals, Halal Procurement, Halal Manufacturing, Halal Warehousing, Halal Logistics, Halal Traceability, Halal Product Assurance System (SJPH), and Continuous Improvement, comprising a total of 27 sub-indicators. The proposed assessment model provides a structured and weighted instrument for evaluating Halal Value Chain implementation and can serve as a practical reference for textile companies and relevant stakeholders in strengthening halal management practices within the Indonesian textile industry.
Analisis Pengaruh Brand Image Dan Brand Personality Terhadap Kepuasan Pembelian Konsumen Pada I-Phone 16 Pro Di Bandung Ika Rezeki Apriyani; Nugraha Saefudin
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 5 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/8b22hf92

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand personality terhadap keputusan pembelian iPhone 16 Pro dengan karakteristik demografis sebagai variabel moderasi. Hasil penelitian menunjukkan bahwa brand image dan brand personality berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini mengindikasikan bahwa semakin baik citra merek dan semakin kuat kepribadian merek, maka semakin tinggi kecenderungan konsumen untuk melakukan pembelian. Selain itu, brand personality terbukti sebagai variabel yang paling dominan dalam memengaruhi keputusan pembelian, yang menunjukkan bahwa faktor emosional memiliki peran lebih besar dibandingkan persepsi citra merek. Karakteristik demografis juga terbukti mampu memoderasi hubungan antara brand image dan keputusan pembelian secara signifikan, sehingga pengaruhnya berbeda pada setiap kelompok konsumen. Sementara itu, karakteristik demografis memoderasi pengaruh brand personality terhadap keputusan pembelian, namun cenderung memperlemah hubungan tersebut. Dengan demikian, perusahaan perlu mempertimbangkan faktor emosional dan segmentasi demografis dalam merancang strategi pemasaran untuk meningkatkan keputusan pembelian konsumen.
Co-Authors Agnar Rifky Iswanto Almira, Lila Aprilia Nurfadhilah Asep Sudrajat Ayu Yuniarti Beryl Bagoes Bhiswara Bhiswara, Beryl Bagoes Budiansyah, Yusep Cania Sukma Dewi Chandradewi, Puspita Deni Purnama Dimas Maulana Dora, Yeni Maya Dora, Yenny Maya Ghani Gumilang Heliadi Gloria Virginia Priska Lahutung Ifa Latifah Ifa Latifah Ika Rezeki Apriyani Intan Widuri Sakti Intan Widuri Sakti Ivana Shinta, Nanda Iwan Ridwansyah Maya Dora, Yenny Mohd, Rd. Herman Sofiandi Nurani Hikmat Okta Sakti Eka Kusumawan Oktora Yogi Sari Oktora Yogi Sari Oktora Yogisari Raden Mochamad Daud Rizky F Rahmat Wiyoga Razimi, Shahril Bin Ahmad Ritanti Prasuseno, Ritanti Rohayati, Ria Malika Sari, Okotora Yogi Sari, Oktora Yogi Saudi, Mohd Haizam Mohd Sudrajat, Asep Sumantri, Dadan Sunardi Sembiring Brahmana Uce Karna Suganda Upi Zulkifli Yenny Maya Dora Yenny Maya Dora Yenny Maya Dora Yudhatama, Ivan Yusep Budiansyah