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USAHA KECIL MENENGAH (UKM) BEBEK SAMBAL GALAK DAN SOLUSI PERMASALAHANNYA DI CONDONG CATUR, DEPOK, SLEMAN, YOGYAKARTA Danang Sunyoto; Riza Saputra; Putri Fitrianingrum; Sri Sangadah; Ismi Meilana Sari; Reska Anggara Putra
JURNAL PENGABDIAN MANDIRI Vol. 1 No. 9: September 2022
Publisher : Bajang Institute

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UKM Bebek Sambal Galak harus melakukan pembenahan dan pembaruan mengenai promosi / pemasaran, keuangan, produksi, sumberdaya manusia, dan inventaris / perlengkapan. Dengan dilakukannya pembenahan kelima hal penting tersebut menjadikan usaha UKM Bebek Sambal Galak dapat berkembang dan meningkat volumen penjualannya, serta dapat melakukan efektivitas kerja dan efisien biaya usaha. Disamping itu pihak UKM perlu melakukan pelayanan yang lebih atau meningkatkan pelayanan yang lebih baik daripada pelayanan UKM sejenis, sehingga konsumen/pembeli dapat merasakan perbedaan pelayanan yang diperoleh dari UKM Bebek Sambal Galak dengan pelayanan UKM sejenis lainnya.

Peran Milenial Dan Gen Z Dalam Mendorong Kewirausahaan Di Indonesia: Analisis Teori Sct Dalam Konteks Pengasuhan Otoritatif Anisah, Tiara Nur; Putra, Reska Anggara; Ernestivita, Gesty; Setyanta, Budi
ProBank Vol 9, No 1 (2024)
Publisher : STIE AUB Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36587/probank.v9i1.1738

Penelitian ini bertujuan untuk mengetahui hubungan antara authoritative parenting, self-efficacy dan kreativitas terhadap kesiapan kewirausahaan pada generasi milenial dan gen Z dengan menerapkan Social Cognitive Theory (SCT). Peran pola asuh orang tua dalam membentuk sikap anak-anak, termasuk menanamkan kecenderungan kewirausahaan sejak usia dini, sangat penting. Sebanyak 250 responden terlibat dalam penelitian ini. Dengan menggunakan analisis SEM-PLS, hasilnya menegaskan setiap hipotesis yang diajukan, menawarkan wawasan yang signifikan ke dalam interaksi antara pengasuhan otoritatif, self-efficacy, kreativitas, dan kesiapan kewirausahaan. Temuan ini memvalidasi beberapa dugaan kunci yang awalnya diusulkan oleh para peneliti. Awalnya, pengasuhan otoritatif menunjukkan dampak positif dan substansial pada kesiapan kewirausahaan. Selain itu, self-efficacy dan kreativitas telah menunjukkan efek penting pada kesiapan kewirausahaan. Hasil lebih lanjut menunjukkan bahwa efikasi diri dan kreativitas secara positif dan signifikan mempengaruhi kesiapan kewirausahaan. Kesimpulan yang diperoleh dari penelitian ini menunjukkan bahwa pola asuh otoritatif dapat membentuk perkembangan karakter anak, menumbuhkan tingkat kreativitas dan kepercayaan diri yang diperlukan untuk kewirausahaan.

Analysis of External Environmental Factors in the Development of R.A.P Studio & Production Business Putra, Reska Anggara; Ansori, Ayu Diana
QISTINA: Jurnal Multidisiplin Indonesia Vol 4, No 1 (2025): June 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i1.6194

Tujuan penelitian ini adalah untuk mendeskripsikan masalah yang ada pada R.A.P Studio Production sekaligus memberikan gambaran strategi pengembangan yang didasarkan dari faktor lingkungan ekternal. Lokasi penelitian berada di R.A.P Studio Production. Penelitian ini merupakan penelitian deskriptif kualitatif. Teknik pengumpulan data dilakukan melalui wawancara, observasi dan pengumpulan dokumen-dokumen pendukung. Hasil dari penelitian menunjukkan bahwa R.A.P Studio Production belum memiliki izin penuh badan usaha, harga jual belum didasarkan dari tingkat perekonomian masyarakat dan pemasaran berbasis komunitas belum dilakukan. Pemanfaatan teknologi informasi dan digital marketing belum dimanfaatkan secara maksimal. Strategi pemasaran dengan branding alat-alat yang canggih menjadi alat promosi yang bagus yang disertai dengan promosi dan pemasaran berbasis digital marketing untuk meningkatkan jangkauan pasar dan kualitas jasa. Produk lain bisa dikembangkan untuk menambah pilihan jasa yang bisa ditawarkan kepada konsumen. Serta legalitas badan usaha diperlukan untuk memperkuat status usaha.

The Effect of Gamification on Purchase Decisions: Mediation of Customer Experience and Customer Brand Engagement Nuranti, Barida Rakhma; Ansori, Ayu Diana; Saputra, Viant Anggi; Putra, Reska Anggara; Nugroho, Andhika Adhi; Widiyanti, Listya Shafa; Lestari, Wiwit
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.657

This study aims to analyze the effect of gamification on purchase decisions, mediated by customer experience and customer brand engagement, among users of the "Indomaret Saku" platform in Yogyakarta. This research adopts a quantitative approach with primary data collected through a comprehensive questionnaire using a 5-point Likert scale. The population comprises users of the Indomaret Saku application in Yogyakarta, with a final sample of 166 respondents selected through purposive sampling techniques based on specific criteria including age range, application usage frequency, and geographical location. Data analysis was performed using the Partial Least Squares (PLS) method with SmartPLS 3.0 software, enabling rigorous testing of the proposed structural model. The results demonstrate that gamification exerts a positive and significant effect on both customer experience and customer brand engagement. Furthermore, the analysis confirms that customer experience and customer brand engagement significantly mediate the relationship between gamification and purchase decisions, highlighting the complex psychological mechanisms through which game elements influence consumer behavior in digital platforms.

The Effect of Gamification on Purchase Decisions: Mediation of Customer Experience and Customer Brand Engagement Nuranti, Barida Rakhma; Ansori, Ayu Diana; Saputra, Viant Anggi; Putra, Reska Anggara; Nugroho, Andhika Adhi; Widiyanti, Listya Shafa; Lestari, Wiwit
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.657

This study aims to analyze the effect of gamification on purchase decisions, mediated by customer experience and customer brand engagement, among users of the "Indomaret Saku" platform in Yogyakarta. This research adopts a quantitative approach with primary data collected through a comprehensive questionnaire using a 5-point Likert scale. The population comprises users of the Indomaret Saku application in Yogyakarta, with a final sample of 166 respondents selected through purposive sampling techniques based on specific criteria including age range, application usage frequency, and geographical location. Data analysis was performed using the Partial Least Squares (PLS) method with SmartPLS 3.0 software, enabling rigorous testing of the proposed structural model. The results demonstrate that gamification exerts a positive and significant effect on both customer experience and customer brand engagement. Furthermore, the analysis confirms that customer experience and customer brand engagement significantly mediate the relationship between gamification and purchase decisions, highlighting the complex psychological mechanisms through which game elements influence consumer behavior in digital platforms.

Community Assistance for KWT Marsudi Luhur in Building a Sustainable Brand Ecosystem for Liquid Organic Fertilizer Products through Digital Branding Optimization Barida Rakhma Nuranti; Zuchdiawati Luthfi Utami; Reska Anggara Putra; Viant Anggi Saputra
ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdikan.v4i4.6909

This Community Service (PKM) activity aims to empower the Marsudi Luhur Women Farmers Group (KWT) through mentoring in building a sustainable brand ecosystem for Liquid Organic Fertilizer (POC) products. The main problems faced by partners are limited understanding of branding strategies and weak product identity. The method used involves comprehensive mentoring through branding training, product identity development, and digital marketing strategies. The program's effectiveness was evaluated through a pretest-posttest with a validated instrument (item-total correlation of 0.518-0.914) and reliability (α=0.827). The results of the paired sample t-test showed a significant increase in participant knowledge with a p-value <0.001 and an increase in the average score from 35 to 87. The program successfully built the foundation of a sustainable brand ecosystem by increasing branding capacity and strengthening product identity. These findings reflect the importance of an integrated approach a combination of conceptual strengthening, practical development, and technology utilization in empowering community-based MSMEs to compete sustainably.

The Influence of Marketing Literacy, Fear of Missing Out (FOMO), Social Class and Brand Awareness on Generation Z's Purchase Behavior with Consumer Satisfaction as a Mediating Variable Nuranti, Barida Rakhma; Saputra, Viant Anggi; Utami, Zuchdiawati Luthfi; Putra, Reska Anggara
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9058

This study examines the influence of marketing literacy, Fear of Missing Out (FOMO), social class, and brand awareness on Generation Z's purchase behavior with consumer satisfaction as a mediating variable. Using a quantitative approach with a causal design, data were collected through structured questionnaires from 203 Generation Z respondents in Yogyakarta who are active shoppers of fashion products. Data analysis used Partial Least Squares (PLS) based Structural Equation Modeling (SEM). The results show that the four independent variables have a positive and significant influence on purchase behavior with a coefficient of determination (R²) of 0.729. Brand awareness is the most dominant predictor (β = 0.369, p < 0.001), followed by marketing literacy (β = 0.303, p < 0.001), social class (β = 0.296, p < 0.001), and FOMO (β = 0.258, p < 0.001). Consumer satisfaction was proven to be a significant partial mediator with an R² of 0.683. These findings provide a theoretical contribution to the development of a Generation Z consumer behavior model and practical implications for fashion businesses in formulating effective marketing strategies.

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