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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Manajerial Jurnal Pengabdian Masyarakat Bumi Raflesia Prima Abdika: Jurnal Pengabdian Masyarakat IIJSE
Rizky Muyasar
Universitas Medika Suherman
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management 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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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.
Analisis Media Sosial, Content Marketing Dan E-Wom Marketing Terhadap Keputusan Pembelian Pada UMKM Ritel di Desa Cikeas Udik – Bogor Syamsudin Baharsyah; Rizky Muyasar
Jurnal Manajerial Vol. 13 No. 02 (2026): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v13i02.11258

Abstract

Background – Social Media, Content Marketing, and e-WOM Marketing are factors that influence purchasing decisions. To prove the existence of this influence, this study was conducted with the aim of knowing and analyzing the role of Social Media, Content Marketing, and e-WOM Marketing simultaneously on purchasing decisions in retail MSMEs in Cikeas Udik Village, Bogor. This study was conducted in Cikeas Udik Village, Gunung Putri District, Bogor Regency, West Java Province, Indonesia by determining a number of respondents, namely consumers who make purchases at retail MSMEs. Aim – This study aims to determine how big the impact of Social Media, Content Marketing and e-WOM Marketing is on Purchasing Decisions in retail MSMEs in Cikeas Udik Village - Bogor. Design / methodology / approach – This study employed a non-probability approach with a purposive sampling technique. The analysis employed multivariate analysis with correlation or multiple regression. The sample size for this study was 46 respondents. The data collection method employed was to ask consumers who made purchases at retail MSMEs in Cikeas Udik Village to complete a questionnaire. Data were analyzed using SPSS version 26 for Windows. Findings – This research has produced findings including: Social Media, Content Marketing and e-WOM Marketing have influenced 58.4% of Purchasing Decisions in retail MSMEs in Cikeas Udik Village, Bogor. Conclusion - Based on the data analysis, it can be concluded that social media, content marketing, and e-WOM marketing have a positive and significant influence on purchasing decisions. Retail MSMEs in Cikeas Udik Village need to increase the role of social media, content marketing, and e-WOM marketing to increase the number of customers making purchasing decisions. Research implication – The research results are expected to describe objective conditions and produce accurate data. This can then serve as a guide for retail MSMEs to increase revenue and develop their businesses. Limitations – The limitation in this research is that it is part of a digital marketing strategy with the strategy of the role of social media, content marketing and e-WOM marketing being the main focus of the discussion, which is collaborated with purchasing decisions.
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.
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 Service Excellence, Customer Satisfaction, and Promotion toward Customer Loyalty of Retail MSMEs Rizky Muyasar; Syamsudin Baharsyah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9729

Abstract

The rapid growth of retail micro, small, and medium enterprises or MSMEs in Indonesia has intensified business competition, requiring business actors to implement service excellence, effective promotional strategies, and customer satisfaction to build long-term customer loyalty. This study aims to analyze the effect of service excellence, customer satisfaction, and promotion on customer loyalty of retail MSMEs in Cikeas Udik Village. This research employed a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 78 respondents selected using proportional random sampling from a population of 312 retail MSMEs. The research instruments were tested for validity and reliability, followed by classical assumption tests, t-tests, F-tests, and coefficient of determination analysis. The results indicate that service excellence, customer satisfaction, and promotion have a positive and significant effect on customer loyalty, both partially and simultaneously. These findings suggest that improving service quality and implementing appropriate promotional strategies can enhance customer satisfaction and strengthen customer loyalty. Therefore, retail MSMEs are encouraged to improve service competencies, optimize digital-based promotional activities, and continuously evaluate customer satisfaction to support sustainable business performance.
Co-Authors Acip Sucipto Bayu Satrio Hasanudin Hassan Nurhasan Nurhasan Syamsudin Baharsyah Syamsudin Baharsyah Zalfa Siva Savira Ridwan