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All Journal Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Pengabdian Masyarakat Bumi Raflesia Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Prima Abdika: Jurnal Pengabdian Masyarakat IIJSE
Hasanudin Hassan
Universitas Medika Suherman
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Pengaruh Citra Merek, Harga dan Digital Marketing terhadap Minat Beli Ulang Konsumen UMKM Ritel Minuman HAUS Hasanudin Hasanudin
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.4531

Abstract

The aim of this research is to determine the influence of brand image, price and digital marketing on repurchase interest among consumers of Haus beverage retail MSMEs in Bogor Regency. Retail MSME competition is tight in selling contemporary drinks, so business people need innovation and foresight in their sales strategies. This research uses a quantitative descriptive method with on-site survey and online survey methods, which aims to see the relationship between the independent variables and the dependent variable. The sample acquisition technique in this research is nonprobability sampling with a purposive sampling technique, namely a technique for determining samples based on special considerations. The number of respondents who participated in this survey was 100 people with the criteria of having purchased HAUS beverage products more than 3 times, being at least 17 years old, following the Instagram account @hausindonesia and residing in Bogor Regency. The test tools used include data quality testing, classical assumption testing, influence testing, and hypothesis testing using SPSS 26 software. The test results show that the brand image and price variables partially have a positive and significant influence on the repurchase intention of beverage retail MSME consumers. THIRST in Bogor Regency. Meanwhile, the digital marketing variable partially does not have a significant effect on the repurchase intention of HAUS beverage retail MSME consumers in Bogor Regency.
Sustainable MSME Empowerment Strategy in the Green Economy Era: An Analysis of the Influence of Excellent Service and Promotion on Consumer Purchasing Decisions Rizky Muyasar; Hasanudin Hasanudin; Zalfa Siva Savira Ridwan
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.9060

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in maintaining Indonesia’s economic stability through their ability to create employment opportunities, enhance community welfare, and strengthen national economic independence. The contribution of MSMEs to the Gross Domestic Product (GDP) and employment absorption demonstrates that this sector serves as a fundamental pillar of Indonesia’s economic system. However, in the era of the green economy, MSMEs are required to adapt to sustainability principles to remain competitive. Two key aspects that support this sustainability are the implementation of excellent service and effective promotional strategies, as both significantly influence consumer purchasing decisions and maintain business competitiveness. This study adopts a quantitative approach with an associative method. Data were collected through questionnaires distributed to retail MSME actors and consumers in Karang Asem Barat Subdistrict, Citeureup District, Bogor Regency. The data were analyzed using linear regression with SPSS version 26 to examine the effect of excellent service and promotion on purchasing decisions. The results show that Excellent Service (X1) has a positive and significant effect on purchasing decisions, indicating that fast, friendly, and accurate service increases consumer comfort and loyalty. Promotion (X2) also has a significant effect, as promotional strategies tailored to consumer needs encourage purchasing behavior. The simultaneous test (F-test) reveals that both variables jointly have a significant influence on purchasing decisions. The Adjusted R² value of 0.599 indicates that excellent service and promotion explain 59.9% of the variation in purchasing decisions, while the remaining 40.1% is influenced by other factors outside the model, such as price, product quality, and brand image. The findings of this study emphasize that strengthening excellent service and implementing innovative promotional strategies are key factors in enhancing competitiveness and ensuring the sustainability of MSMEs in the green economy era.
Pelatihan pelayanan prima dan strategi promosi pada UMKM ritel di Desa Cikeas Udik Rizky Muyasar; Hasanudin Hasanudin
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 6 (2025): November
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i6.35887

Abstract

AbstrakUsaha Mikro, Kecil, dan Menengah (UMKM) merupakan sektor yang berkontribusi signifikan terhadap perekonomian nasional, namun masih menghadapi berbagai tantangan, terutama dalam hal kualitas pelayanan dan strategi promosi. Program Pengabdian kepada Masyarakat ini dilaksanakan di Desa Cikeas Udik dengan tujuan meningkatkan pemahaman dan keterampilan pelaku UMKM ritel dalam memberikan pelayanan prima serta mengoptimalkan strategi promosi, baik konvensional maupun digital. Metode kegiatan menggunakan pendekatan partisipatif melalui ceramah interaktif, diskusi, simulasi, studi kasus, serta pendampingan praktis. Evaluasi dilakukan dengan instrumen pre-test dan post-test untuk mengukur peningkatan pengetahuan peserta. Hasil menunjukkan adanya kenaikan skor rata-rata dari 13 pada pre-test menjadi 17 pada post-test, yang mengindikasikan peningkatan signifikan dalam pemahaman peserta terkait pelayanan prima dan strategi promosi. Hasil ini membuktikan bahwa pelatihan memberikan dampak positif terhadap peningkatan kapasitas UMKM ritel lokal. Kegiatan ini diharapkan dapat direplikasi di wilayah lain dengan karakteristik serupa sebagai model pemberdayaan UMKM berkelanjutan. Kata kunci: pelayanan prima; strategi promosi; UMKM ritel. AbstractMicro, Small, and Medium Enterprises (MSMEs) are a sector that contributes significantly to the national economy, but still face various challenges, particularly in terms of service quality and promotional strategies. This Community Service Program was implemented in Cikeas Udik Village with the aim of improving the understanding and skills of retail MSMEs in providing excellent service and optimizing promotional strategies, both conventional and digital. The activity method used a participatory approach through interactive lectures, discussions, simulations, case studies, and practical mentoring. Evaluation was conducted using pre-test and post-test instruments to measure the increase in participants' knowledge. The results showed an increase in the average score from 13 in the pre-test to 17 in the post-test, indicating a significant increase in participants' understanding of excellent service and promotional strategies. These results prove that the training has a positive impact on increasing the capacity of local retail MSMEs. This activity is expected to be replicated in other regions with similar characteristics as a model for sustainable MSME empowerment. Keywords: excellent service; promotion strategy; retail MSMEs.
Pelatihan Manajemen Green Marketing dan Peningkatan Kualitas Kemasan Produk UMKM Kabupaten Bogor Hasanudin Hasanudin; Nurhasan Nurhasan; Rizky Muyasar; Bayu Satrio; Acip Sucipto
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 5 No. 4 (2025): Volume 5 Nomor 4 Tahun 2025 (Desember 2025)
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v5i4.6865

Abstract

The Turmeric and Asem Herbal Home Industry is a pioneering MSME by housewives in RW.007 Cikeas Udik, Bogor Regency, and still faces several obstacles, including the still simple equipment used in production, the packaging used is still simple and in its marketing activities it has not implemented green economy-based marketing (green marketing). The purpose of this community service is to increase the productivity and marketing of the turmeric and asem herbal MSME, encouraging MSME actors to increase business productivity, creativity, innovation and entrepreneurial spirit in order to develop their business. The method of implementing the community service is the presentation of training materials that begins with a pre-test followed by a lecture on the material by the community service team and a question and answer discussion, closing with a post-test to determine the final abilities of the training participants. The results of this activity can increase the productivity and marketing of MSMEs turmeric and tamarind herbal medicine, encouraging MSMEs to increase business productivity, creativity, innovation and entrepreneurial spirit in order to develop their businesses. The output targets to be achieved The output targets to be achieved are improving management skills, improving the ability to design marketing strategies, publishing articles in reputable journals, IPR, posters and audio-visual works. In this activity, the Community Service Team distributed technology grants to partners from the Ministry of Education and Science and Technology through LLDIKTI 4 in the form of a spice or flour grinding machine. It is hoped that this program can increase the productivity, creativity, innovation and enthusiasm of MSME entrepreneurs and subsequently there will be several times of mentoring from the PKM team to ensure the sustainability of this activity.
Efektivitas Green Marketing, Kualitas Produk dan Kualitas Kemasan Berbasis Ekonomi Hijau terhadap Sustainability Bisnis UMKM Ritel Hasanudin Hasanudin; Syamsudin Baharsyah; Bayu Satrio
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2706

Abstract

The purpose of this study was to analyze the influence of green marketing, product quality, and green economy-based packaging quality on the sustainability of retail MSMEs in Bogor Regency. This study adopted a quantitative method with an associative approach. Respondents in this study were 50 retail MSME entrepreneurs with predetermined criteria. The results showed that simultaneously there was a significant influence between the variables of green marketing, product quality, and packaging quality, which had a positive and significant effect on the sustainability variable of MSME businesses. However, partially only the green marketing variable did not affect the sustainability of retail MSME businesses in Cikeas Udik, Bogor Regency.
Pengabdian Kepada Masyarakat Pelatihan Manajemen Distribusi Produk Home Industri Ranginang Pada Usaha Mandiri Warga Cikeas Udik Kabupaten Bogor: Pelatihan Manajemen Distribusi Produk Home Industri Ranginang Pada Usaha Mandiri Warga Cikeas Udik Kabupaten Bogor Hasanudin Hassan; Rizky Muyasar
Jurnal Pengabdian Masyarakat Bumi Rafflesia Vol. 6 No. 1 (2023): April : Jurnal Pengabdian Kepada Masyarakat Bumi Raflesia
Publisher : Universitas Muhammadiyah Bengkulu

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

Abstract

Tujuan diadakannya pelatihan manajemen distribusi dan promosi produk home industry ranginang pada usaha bersama warga Cikeas Udik ini diharapkan bisa memberi wawasan baru dalam pemasaran produk ranginang melalui kegiatan promosi dan distribusi yang tepat. Pemahaman yang baik terhadap manajemen distribusi, selain membuat home industry tersebut dapat meningkatkan volume penjualan, juga bisa mengembangkan usahanya sehingga bisa menyerap tenaga kerja dan mengurangi jumlah pengangguran yang ada di Cikeas Udik. Permasalahan yang dihadapi mitra adalah belum memahami manajemen distribusi dan minimnya pengetahuan promosi, sehingga pemasaran produknya terbatas. Metode yang diterapkan adalah metode presentasi, diskusi tanya jawab dan evaluasi dengan pre-test dan post-tes. Kegiatan PkM ini dilaksanakan pada tanggal 26 dan 27 Desember 2022, dikuti oleh 17 peserta.   Pelatihan mengenai manajemen saluran distribusi dimana barang yang dipasarkan dapat tersebarluas dan menjangkau semua tempat calon konsumen. Sosial media diterapan dalam kegiatan promosi, menyuguhkan tester secara gratis, memberi insentif rekomendasi dan memelihara hubungan baik dengan setiap pelanggan. Hasil dari kegiatan pengabdian kepada masyarakat ini adalah adanya peningkatan pegetahuan peserta dan memicu motivasi untuk selalu berpikir inovatif dan kreatif, sehingga dapat meningkatkan penjualan yang signifikan dipicu oleh distribusi dan promosi yang tepat dibanding dengan sebelum pelatihan. Kata Kunci: Distribusi, Promosi dan Home industri
Analysis Of Digital Marketing, Brand Image And Green Business On Business Sustainability In Retail MSMEs Hasanudin ,; Nurhasan ,; Acip Sucipto
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3695

Abstract

This research aims to find out whether digital marketing has an effect on business sustainability, to see the influence of brand image on business sustainability and to see the influence of green business on the sustainability of retail MSME businesses. The population in this research is retail MSME entrepreneurs in Cikeas Udik, Bogor Regency in 2024 after Covid-19. Samples were taken of 30 MSME entrepreneurs using the Slovin formula. The data collection technique was carried out by distributing questionnaires. The analysis techniques used in this research are partial test (t test), simultaneous significance test (F test), multiple linear regression and coefficient of determination. The research results state that digital marketing has a positive influence on business sustainability, brand image has a positive influence on business sustainability, while green business has a negative influence on business sustainability. This research looks at digital marketing through social media, increasing brand image which can create consumer loyalty, as well as increasing knowledge related to green marketing for the sustainability of retail MSME businesses based on environmental sustainability.
Co-Authors Acip Sucipto Bayu Satrio Bayu Satrio Nurhasan , Nurhasan Nurhasan Rizky Muyasar Syamsudin Baharsyah Zalfa Siva Savira Ridwan