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All Journal Rudence: Rural Development for Economic Resilience Applied Accounting and Management Review
Arie Wibowo Irawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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THE EFFECT OF ADVERTISING AND BRAND AMBASSADOR ON THE PURCHASE DECISION OF SUNSILK SAMPO (SURVEY ON STUDENTS OF FEB UNPAK MANAGEMENT PROGRAM) Arie Wibowo Irawan; Oktori Kiswati Zaini; Putri Elisa
Applied Accounting and Management Review (AAMAR) Vol 1, No 1 (2022): APPLIED ACCOUNTING AND MANAGEMENT REVIEW (AAMAR)
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (321.264 KB) | DOI: 10.32497/aamar.v1i1.3895

Abstract

Competition in the shampoo industry in Indonesia is very tight, companies must prepare a good strategy in promoting their products, one of which is by using advertisements and also a brand ambassador. This study aims to analyze the effect of advertising and brand ambassadors on purchasing decisions for Sunsilk shampoo. This study uses quantitative methods with associative research types. With the respondents being students of FEB Unpak management study program. Respondents were selected using a disproportionate stratified random sampling method with a total of 100 respondents based on the calculation of the Slovin formula. Data was collected through questionnaires and the analytical methods used were descriptive analysis, classical assumption test, multiple linear regression, hypothesis testing and coefficient of determination. The results showed that advertising had a significant effect on purchasing decisions for Sunsilk shampoo, while brand ambassadors had no significant effect on purchasing decisions. Based on the F test, advertisements and brand ambassadors simultaneously or jointly have a significant effect on purchasing decisions for Sunsilk shampoo. In addition, advertising and brand ambassadors contributed 48.9% and 51.1% contributed by other variables not examined in this study.
PENINGKATAN KAPASITAS PENGURUS BUMDES MAKMUR ANUGERAH LESTARI DESA SUKAMAKMUR DALAM PENYUSUNAN RENCANA STRATEGIS Iman Hilman; Dewi Taurusyanti; Nina Sri Indrawati; Arie Wibowo Irawan
Rudence: Rural Development for Economic Resilience Vol. 4 No. 1 (2025): Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53698/rudence.v4i1.94

Abstract

ABSTRAK Kegiatan pengabdian ini bertujuan untuk meningkatkan kapasitas pengurus Badan Usaha Milik Desa (BUMDES) Sukamakmur dalam penyusunan rencana strategis. Kegiatan dilakukan melalui pendampingan dalam penyusunan rencana strategis dan penyusunan business plan untuk bisnis apotek dan optimalisasi bisnis pelayanan PAM desa. Kegiatan dilakukan melalui focus group discussion dan workshop dengan para pengurus BUMDES. Hasil dari kegiatan ini adalah tersusunnya rencana strategis BUMDES, proposal bisnis apotek, diketahuinya potensi pengembangan pasar berupa maklon air mineral. Dari hasil tersebut, masih perlu upaya dari BUMDES untuk meningkatkan kualitas air. Ketiga tujuan dari kegiatan ini telah tercapai. BUMDES telah memiliki rencana strategis untuk lima tahun ke depan. BUMDES telah memiliki proposal pengembangan bisnis apotek, dan BUMDES telah melakukan penjajakan pengembangan pasar layanan PAM Desa. ABSTRACT This service activity aims to increase the capacity of BUMDES Sukamakmur management to prepare strategic plans. Activities are carried out through assistance in preparing strategic plans and preparing business plans for pharmacy businesses and optimizing village PAM service businesses. Activities were carried out through focus group discussions and workshops with BUMDES administrators. As a result of this activity, a BUMDES strategic plan was prepared, a pharmacy business proposal, and the potential for market development in the form of mineral water manufacturing was identified. Based on these results, BUMDES still needs to make efforts to improve air quality. The third objective of this activity has been achieved. BUMDES has a strategic plan for the next five years. BUMDES already has a pharmacy business development proposal, and BUMDES has explored developing the Village PAM service market.
Co-Authors Dewi Taurusyanti Iman Hilman Indrawati, Nina Sri Oktori Kiswati Zaini Putri Elisa