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Rizky Muyasar
Universitas Medika Suherman
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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.
Co-Authors Hasanudin Hassan Zalfa Siva Savira Ridwan