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PENDAMPINGAN PENGEMBANGAN UMKM DI KABUPATEN CIREBON Ramlah Puji Astuti; Kartono Kartono; Rahmadi Rahmadi
PROSIDING SEMINAR NASIONAL LPPM UMP Vol 1 (2019): PROSIDING SEMINAR NASIONAL LPPM UMP 2019
Publisher : Lembaga Publikasi Ilmiah dan Penerbitan (LPIP)

Show Abstract | Download Original | Original Source | Check in Google Scholar

Usaha mikro kecil dan menengah yang biasa disebut UMKM merupakan pelaku bisnis yang menyentuh kepentingan masyarakat. Di Indonesia, Usaha UMKM saat ini dianggap sebagai cara yang efektif dalam pengentasan kemiskinan. UMKM dapat menciptakan peluang kerja yang cukup besar bagi tenaga kerja dalam negeri, sehingga sangat membantu upaya mengurangi pengangguran. Salah satu daerah yang memiliki UMKM yang potensial adalah Kabupaten Cirebon. yang merupakan Kabupaten/kota perdagangan. Perkembangan UMKM di Kabupaten Cirebon pun dari tahun ke tahunnya menunjukan peningkatan yang signifikan. UMKM Kabupaten cirebon telah memberikan kontribusi bagi perkembangan Kabupaten Cirebon.Meskipun pertumbuhan UMKM di Kabupaten Cirebon memiliki perkembangan dari tahun ke tahun, akan tetapi masih menyisakan banyak permasalahan. Permasalahan tersebut diantaranya adalah : rendahnya kualitas SDM, kurangnya inovasi, belum memiliki badan hukum, akses permodalan rendah dan minimnya pendampingan dilapangan. Pendekatan yang akan diterapkan dalam program pendampingan kewirausahaan bagi UMKM yaitu metode pelatihan kewirausahaan, dengan berbagai kegiatan antara lain :workshopdan melakukanpembimbingan dan pendampingan teknis usaha kepada tenant. Pelaksanaan pendampingan terhadap 40 UMKM Tenant dilakukan secara tim berdasarkan bidang keahlian dan permasalahan yang dihadapi oleh UMKM Tenant. Output kegiatan ini adalah peningkatan kapasitas UMKM Tenant dalam hal motivasi SDM & kewirausahaan, pemasaran, kapasitas produksi, kemasan, dan penyusunan pembukuan keuangan sederhana.

Analisis tingkat konsumsi masyarakat terhadap kondisi ekonomi di kota cirebon Firman Hidayat; Ramlah Puji Astuti
INOVASI Vol 17, No 1 (2021): Februari
Publisher : Faculty of Economics and Business Mulawarman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jinv.v17i1.9236

Keyakinan konsumen dapat tercermin dari tingkat konsumsi masyarakat di suatu daerah. Perkembangan keyakinan konsumen di Indonesia cenderung mengalami penurunan pada akhir-akhir ini dengan meroketnya harga barang-barang. Penelitian ini bertujuan untuk menganalisis keyakinan konsumen masyarakat di Kota Cirebon. Populasi yang digunakan pada penelitian ini golongan rumah tangga yang mempunyai penghasilan lebih dari Rp 1 Juta Rupiah dan mempunyai pengeluaran lebih dari Rp 1 Juta Rupiah. Teknik Penarikan Sampel yang diambil menggunakan stratified random sampling yang berasal dari 5 Kecamatan di Kota Cirebon. SampelÂ yang diambil berjumlah 100 responden setiap bulan. Teknik analisis yang digunakan berupa analisa deskriptif. Hasil penelitian menunjukkan bahwa nilai Indeks Keyakinan Konsumen (IKK), Indeks Kondisi Ekonomi (IKE) dan Indeks Ekspektasi Kondisi Ekonomi (IEK) di Kota Cirebon mengalami kenaikan di Bulan Juli. Semakin tinggi nilai IKK suatu Kota, maka semakin kuat ekonomi suatu kota. Selanjutnya semakin tinggi nilai IKE suatu kota, maka inflasi di kota tersebut bisa dikendalikanÂ dan kondisi ekonominya semakin membaik. Sementara itu, Semakin tinggi nilai IEK suatu kota, maka semakin kota tersebut perekonomiannya dipercaya oleh masyarakat dan investor banyak yang ingin menginvestasikan dananya di kota tersebut.

Marketing Mix Analysis In Increasing Furniture MSMEs Sales Volume In Cirebon District Diana Octa; Rifa Rohidatul Aisya; Ramlah Puji Astuti
Journal Research of Social Science, Economics, and Management Vol. 4 No. 1 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i1.678

This research aims to determine and analyze the marketing mix such as product, price, place and promotion on furniture sales volume in Cirebon Regency. This research was conducted with the hope of increasing sales volume for furniture MSMEs in Cirebon Regency. This research uses quantitative research. The data used in the research uses primary data collected by distributing questionnaires to 100 MSME owners in Cirebon Regency. The method used in the research is Random Sampling. Data were analyzed using Partial Least Squares Structural equation modeling (SEM-PLS) with the Smart-PLS 3.0 application. Research findings show that Product and Promotion have a negative impact on sales volume. Apart from that, the Price and Place variables have a positive effect on sales volume.

The Influence of E-Service Quality on Repurchase Intention through E-Customer Satisfaction on Shopee Food Application Users in Cirebon City Siti Amanah; Ramlah Puji Astuti; Soesanty Maulany
Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i4.1126

This study aims to analyze the effect of e-service quality on repurchase intention through e-customer satisfaction among Shopee Food app users in Cirebon City. The development of app-based food delivery services encourages companies to improve the quality of their digital services to retain customers and increase user loyalty. This study uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) using SmartPLS 4 software. The research data were obtained through online questionnaires distributed to 210 respondents who are Shopee Food users and have used the service at least twice in the last three months. Purposive sampling was applied according to research criteria. The findings indicate that e-service quality has a positive and significant effect on repurchase intention and e-customer satisfaction. Moreover, e-customer satisfaction also shows a positive and significant effect on repurchase intention. The results further reveal that e-customer satisfaction mediates the relationship between e-service quality and repurchase intention. These findings provide practical implications for digital platforms and culinary MSMEs to enhance application usability, service speed, and transaction security to strengthen customer satisfaction and loyalty in the digital economy ecosystem. This study highlights the mediating role of e-customer satisfaction in the relationship between e-service quality and repurchase intention among Shopee Food users in Cirebon City.

Marketing Mix Analysis In Increasing Furniture MSMEs Sales Volume In Cirebon District Diana Octa; Rifa Rohidatul Aisya; Ramlah Puji Astuti
Journal Research of Social Science, Economics, and Management Vol. 4 No. 1 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i1.678

This research aims to determine and analyze the marketing mix such as product, price, place and promotion on furniture sales volume in Cirebon Regency. This research was conducted with the hope of increasing sales volume for furniture MSMEs in Cirebon Regency. This research uses quantitative research. The data used in the research uses primary data collected by distributing questionnaires to 100 MSME owners in Cirebon Regency. The method used in the research is Random Sampling. Data were analyzed using Partial Least Squares Structural equation modeling (SEM-PLS) with the Smart-PLS 3.0 application. Research findings show that Product and Promotion have a negative impact on sales volume. Apart from that, the Price and Place variables have a positive effect on sales volume.

The Effect of Digital Literacy, Market Orientation, and Digital Marketing Capability on MSME Marketing Performance Harianto Harianto; Ramlah Puji Astuti; Soesanty Maulany
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2433

This study explores how digital literacy, market orientation, and digital marketing capability affect the marketing performance of Food and Beverage MSMEs in Cirebon Regency. A quantitative method utilizing an associative research design was used to investigate the connections between the variables. The research included 100 MSME owners chosen via simple random sampling utilizing Slovin’s formula with a 10% margin of error. Data were collected using a structured questionnaire that utilized a five-point Likert scale and were analyzed via multiple linear regression with IBM SPSS software. The results demonstrate that digital literacy greatly improves marketing performance and stands out as the most impactful factor among the variables analyzed. Moreover, both market orientation and digital marketing capability show positive and substantial impacts on marketing performance. At the same time, the three variables together have a notable impact on the marketing performance of Food and Beverage MSMEs. These findings indicate that enhancing digital skills, refining market-driven business practices, and building digital marketing abilities are crucial strategies for boosting the competitiveness and marketing efficiency of MSMEs in a progressively digital business landscape

The Influence of Fear of Missing Out, Live Steaming Selling, and Influencer Marketing on Impulse Buying Behavior for Glad2glow Products on TikTok Shop Wulan Nopfianti; Ramlah Puji Astuti; Yono Maulana
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2436

This study aims to examine the influence of FoMO, Live Streaming Selling, and Influencer Marketing on impulse purchases. A total of 154 respondents residing in CIAYUMAJAKUNING were selected as the study sample using an incidental non-probability sampling technique. The study population was the CIAYUMAJAKUNING community who had purchased Glad2glow products from TikTok Shop. The data was analysed with the help of SmartPLS 4.0 and structural equation modelling using PLS-SEM. With outer loadings > 0.70, AVE > 0.50, and composite reliability values > 0.70, all indicators satisfied the validity and reliability standards, according to the evaluation of the measurement model. There is a positive and statistically significant relationship between impulse buys and factors like FoMO, Live Streaming Selling (LSS), and Influencer Marketing (IM). To be more precise, impulse buying is positively and significantly impacted by FoMO (β = 0.396, t = 5.990, p = 0.000), Influencer Marketing (β = 0.378, t = 3.981, p = 0.000), and Live Streaming Selling (β= 0.157, t = 2.180, p = 0.029), the least significant of the three. Simultaneously, the structural model demonstrates strong explanatory power, as the three independent variables together account for 63.2% ( = 0.632) of the variation in impulse buying behavior, while the remaining 36.8% is influenced by other factors outside the study

Exploring The Impact of User Generated Content, Electronic Word of Mouth (E-WOM), and Brand Trust on Kahf Product Purchase Intent on Social Media Chairil Mustofa; Ramlah Puji Astuti
Journal of Economics and Business UBS Vol. 15 No. 4 (2026): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/8jsanp89

The rapid development of social media has transformed consumer behavior in accessing information and making purchasing decisions. In the context of digital marketing, User-Generated Content (UGC), Electronic Word of Mouth (eWOM), and brand trust have become important factors influencing consumers’ purchase intentions. Although these variables have been widely studied, limited research has examined their combined effects on purchase intention within regional Indonesian markets, particularly for local brands such as Kahf. This study aimed to analyze the effects of UGC, eWOM, and brand trust on the purchase intention of Kahf products among social media users in Cirebon Regency and Cirebon City. Employing a quantitative approach with a survey method, data were collected from 234 Kahf product users through a Likert-scale questionnaire. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine the hypothesized relationships among the constructs. The results indicated that all indicators met the validity and reliability criteria, confirming the adequacy of the measurement model. The R-square value of 0.631 indicated that UGC, eWOM, and brand trust collectively explained 63.1% of the variance in purchase intention, while the remaining variance was explained by other factors. The findings revealed that UGC, eWOM, and brand trust positively influenced consumers’ purchase intentions toward Kahf products. Among these variables, brand trust emerged as the most dominant factor shaping consumers’ purchase intentions. These findings highlight the importance of strengthening brand trust and optimizing user-generated content and digital communication-based marketing strategies to increase consumers’ purchase intentions.

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