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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Siti Mardiana
Universitas Muhammadiyah Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health

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Analysis of The Potential of Rancakalong Tourism Using Attraction, Accessibility, Amenity and Ancillary Approaches (4A) Wasifah Hanim; Hafni Adinda Prasca; Chintya Hermawati; Siti Mardiana; Kralawi Sita
Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 8 No. 2 (2023): September
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v8i2.4270

Abstract

Rancakalong District is one of the sub-districts in Sumedang Regency which has various tourist attractions, there as nature tourism, cultural tourism, special food, tourist villages,  and even Sumedang Typical Batik. The Regional Government has established Rancakalong District as a center for natural and cultural tourism destinations. The purpose of this study was to analyze the potential of Rancakalong Tourism as a tourist destination. The analytical method is descriptive qualitative by using a 4 (four) A approach, namely attractions, accessibility, amenities, and ancillary. By using certain criteria, each component is assessed based on 4 (four) classifications, namely low, medium, high,  and very high. The results of the analysis show that the Potential of the Rancakalong District Tourism Area is classified as medium tends to be high
EDUKASI PEMASARAN BERBASIS DATA UNTUK PENINGKATAN DAYA SAING PRODUK UMKM Putu Saroyini Piartrini; PA Andiena Nindya Putri; Klemens Mere; Betty Rahayu; Siti Mardiana
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 5 (2024): Vol. 5 No. 5 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i5.36060

Abstract

Dalam era digital saat ini, pemasaran berbasis data menjadi salah satu strategi kunci untuk meningkatkan daya saing produk Usaha Mikro, Kecil, dan Menengah (UMKM). Edukasi mengenai pemasaran berbasis data sangat penting bagi pelaku UMKM agar mereka dapat memanfaatkan data untuk memahami perilaku konsumen, memprediksi tren pasar, dan mengoptimalkan strategi pemasaran. Penelitian ini mengkaji berbagai literature terbaru mengenai pemanfaatan data dalam pemasaran dan dampaknya terhadap UMKM. Dengan mengadopsi metode literature review, artikel ini menganalisis berbagai pendekatan, tantangan, dan solusi yang dapat diimplementasikan oleh UMKM dalam pemasaran berbasis data. Hasil dari penelitian ini menunjukkan bahwa dengan pemahaman yang baik tentang analisis data, pelaku UMKM dapat mengidentifikasi segmen pasar yang lebih tepat, meningkatkan efisiensi iklan, serta merancang produk yang lebih sesuai dengan kebutuhan konsumen. Oleh karena itu, penting bagi pihak terkait, seperti pemerintah dan lembaga pendidikan, untuk menyediakan program edukasi yang mendukung pengembangan keterampilan pemasaran berbasis data bagi UMKM.
HOW BRAND IMAGE AND PERCIEVED PRICE AFFECTING CUSTOMERS’ BUYING DECISION : A PLS-SEM ANALYSIS Siti Mardiana; Helin Garlinia Yudawisastra; Neneng Nurbaeti Amin; Rizal Rafli
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.4661

Abstract

The purpose of this study was to test the influence model of brand image perception and pricing policy perception on customer purchasing decisions. The brand used as the object of the study was Citra Body Lotion and the respondents were students because the Citra brand is associated with a group of young female customers. The research method used was a quantitative method with PLS-SEM analysis using the SmartPLS application. A total of 125 data from students were successfully collected. The results of the analysis showed that the measurements used in the questionnaire met all the requirements as a good measurement model. Meanwhile, the results of the model structure analysis showed an R2 value = 0.889, which means that 88.9% of the variance in the endogenous variables (Actual Buying Decision) can be substantially predicted by the exogenous variables (Brand Image and Pricing Policy). The Q2 value shows a figure of 0.347, which means that the exogenous variables in the model are able to predict endogenous variables with a moderate to high level of accuracy. Research limitations and implications are discussed in the discussion and conclusion sections.
Co-Authors Betty Rahayu Chintya Hermawati Hafni Adinda Prasca Klemens Mere Kralawi Sita Neneng Nurbaeti Amin PA Andiena Nindya Putri Putu Saroyini Piartrini Rizal Rafli Wasifah Hanim Yudawisastra, Helin G.