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All Journal Jurnal PADMA: Pengabdian Dharma Masyarakat IJSS: International Journal of Social
Ahmad Nurhadi
Universitas Pamulang, Tangerang Selatan, Banten, Indonesia
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Memahami Pasar Konsumen yang Sesuai Kebutuhan Masyarakat dalam Rangka Peningkatan Ekonomi Keluarga pada Pemulung Pengumpul Barang Bekas Binaan Yayasan La Tansa Jakarta Selatan Ahmad Nurhadi; Kartono Kartono; Panji Galih Kusumo Adie
Jurnal PADMA: Pengabdian Dharma Masyarakat Vol 3, No 2 (2023): PADMA APRIL 2023
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jpdm.v3i2.29619

Abstract

Tujuan Pengabdian Kepada Masyarakat (PKM) ini adalah untuk memberikan pengetahuan dan pemahaman kepada pengumpul/ pemulung barang bekas, pentingnya memahami perubahan pasar konsumen. mempengaruhi konsumen agar bersedia membeli barang dan jasa pada saat mereka membutuhkan. Sebelum kegiatan pemasaran dilakukan, para pengumupul barang bekas harus memahami perilaku konsumen. Diharapkan dari penyuluhan ini akan timbul pengetahuan pemasaran yang tepat ataupun kesempatan baru yang berasal dari belum terpenuhinya kebutuhan serta kemudian mengidentifikasikan untuk mengadakan segmentasi pasar. Banyak faktor yang mempengaruhi perilaku konsumen dalam membuat keputusan pembelian. Faktor-faktor tersebut sebagian besar tidak dapat dikendalikan oleh pemasaran, tetapi harus diperhatikan, namun secara garis besar faktor-faktor yang mempengaruhi perilaku konsumen dibagi menjadi dua bagian yaitu eksternal dan faktor internal.
The Effect Of Price, Product Quality, And Brand Image On Purchase Decisions And Its Implications On Consumer Loyalty (Survey Of Lcgc Automotive Consumers In Greater Tangerang) Ahmad Nurhadi; Umi Narimawati; Popo Suryana; Sidik Priadana; Jaja Suteja
International Journal of Social Sciences Vol. 2 No. 1 (2026): IJSS: International Journal of Social Sciences
Publisher : STEBIS Bina Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/ijss.v2i1.436

Abstract

The Low Cost Green Car(LCGC) automotive industry in Indonesia has experienced significant growth along with the increasing public demand for affordable and environmentally friendly vehicles. Intensifying competition has encouraged manufacturers to better understand the factors influencing consumer behavior, particularly in purchasing decision-making and loyalty formation. This study aims to analyze the effects of price, product quality, and brand image on purchasing decisions and their implications for consumer loyalty in the LCGC automotive market in the Tangerang Raya area. This research employs a quantitative method with a survey approach. Data were collected through questionnaires distributed to LCGC vehicle consumers in Tangerang Raya using purposive sampling techniques. Data analysis was conducted using Structural Equation Modeling (SEM) to examine both direct and indirect relationships among the research variables. The results indicate that price, product quality, and brand image have a positive and significant effect on purchasing decisions. Furthermore, purchasing decisions have a positive and significant impact on consumer loyalty. The findings also reveal that purchasing decisions mediate the relationship between price, product quality, and brand image and consumer loyalty. This study provides managerial implications for LCGC automotive manufacturers and marketers to implement competitive pricing strategies, enhance product quality, and strengthen brand image in order to encourage purchasing decisions and foster sustainable consumer loyalty.
Co-Authors Jaja Suteja Kartono Kartono Moh. Sidik Priadana Panji Galih Kusumo Adie Popo Suryana Umi Narimawati