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Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies Miko Andi Wardana; Adi Masliardi; Nur Afifah; Mohamad Sajili; Hasti Pramesti Kusnara
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (September 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.624

This research examines the impact of Psychographic Segmentation, Promotion, and Location on consumers' Purchase Decisions. Data were collected through an online questionnaire distributed to 90 respondents who had visited hotels in Denpasar, Bali. Statistical techniques such as validity and reliability tests, correlation analysis, and multiple regression analysis were employed for data analysis. The findings indicate that Psychographic Segmentation significantly influences Purchase Decisions. Categorizing buyers based on psychological traits, lifestyle, and values plays a crucial role in shaping consumer preferences and motivations. Promotion also has a significant impact on Purchase Decisions, as effective promotional strategies create awareness and persuade target customers. Additionally, the Location of a business emerges as a critical factor, with strategic placement influencing customers' buying decisions. The regression analysis reveals that Psychographic Segmentation, Promotion, and Location collectively explain approximately 75.1% of the variance in Purchase Decisions. However, it is important to note that factors beyond the study's scope, such as product quality, pricing, brand reputation, and customer service, may also influence purchase decisions. These insights provide valuable guidance for businesses in developing targeted marketing strategies to enhance their competitive advantage. Understanding consumers' psychographic profiles, implementing effective promotions, and strategically locating operations can significantly influence Purchase Decisions, leading to increased sales and overall business success. Future research could explore additional variables to gain a more comprehensive understanding of consumer behavior in purchase decisions.

OPTIMALISASI TAMAN WISATA KELURAHAN DI KOTA GRESIK DALAM MENATA LINGKUNGAN YANG MENARIK Eva Desembrianita; Zulharman Zulharman; Adi Masliardi; Asfahani Asfahani; Achmad Abdul Azis
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 4 No. 4 (2023): Volume 4 Nomor 4 Tahun 2023
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v4i4.19321

Penelitian ini bertujuan untuk menginvestigasi potensi dan peluang untuk mengoptimalkan taman-taman wisata kelurahan di Kota Gresik sebagai bagian dari upaya meningkatkan kualitas lingkungan perkotaan. Metode yang diterapkan pada pengabdian masyarakat kali ini menggunakan ABCD (Asset Based Community Development) memprioritaskan hal-hal berharga yang dimiliki oleh kelurahan atau dikenal dengan pendekatan berbasis aset. Teknik pengumpulan data mencakup wawancara, survei, dan observasi, sedangkan data yang dikumpulkan akan dianalisis secara kualitatif dengan pengkodean data dan penyusunan naratif untuk mengidentifikasi masalah dan solusi yang relevan. Hasil pengabdian ini yaitu ini memberikan pandangan yang komprehensif tentang tantangan dan peluang dalam optimalisasi taman wisata kelurahan di Kota Gresik. Dengan pemeliharaan yang lebih baik, keterlibatan aktif masyarakat, pengembangan kreatif, dan pengelolaan yang terkoordinasi, taman-taman ini memiliki potensi untuk menjadi aset yang berharga dalam menjaga kualitas lingkungan perkotaan yang menarik dan berdaya tarik bagi penduduk dan wisatawan. Jadi disimpulkan bahwa taman wisata kelurahan memiliki peran yang penting dalam penataan lingkungan perkotaan yang menarik dan berkelanjutan.

Peningkatan Produktivitas Produksi dan Kapabilitas Pemasaran melalui Pendampingan dan Pelatihan pada UKM Dian Jaya Karawang Fitriani, Risma; Fasa, Nadia; Masliardi, Adi; Azizah, Rosidah; Amin, Moh. Rizha Fauzi; Abdurrohman, Mumun Fadhilah
Jurnal Pengabdian Masyarakat Teknik Vol 6, No 1 (2023): Jurnal Pengabdian Masyrakat Teknik (JPMT)
Publisher : Fakultas Teknik Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/jpmt.6.1.62-65

Sektor pangan merupakan salah satu sektor utama dalam perekonomian Indonesia, dengan demikian tingkat produktivitas dan kapabilitas para pelaku usaha di sektor pangan perlu ditingkatkan guna mendukung perekonomian berkelanjutan. Tempe memiliki harga yang terjangkau. Harga yang dirasa masih belum sebanding dengan proses produksi yang lumayan memakan waktu dan jangkauan pemasaran yang masih belum luas, sehingga mengakibatkan kurang seimbangnya proses selama produksi dengan pendapatan yang diperoleh oleh pelaku UKM itu sendiri. Adanya dukungan pemerintah dan para akademisi menjadi harapan tersendiri bagi para pelaku UKM tempe guna meningkatkan produktivitas produksi dan kapabilitas pemasaran produk tersebut agar pendapatan bagi para pelaku UKM dapat meningkat. Dalam hal ini, salah satu UKM tempe yang menjadi mitra dalam pelaksanaan PKM ini aalah UKM tempe Dian jaya yang berlokasi di Kecamatan Kotabaru, tepatnya di Jl. Kp. Sukaseuri Barat No.74, di daerah Karawang. Penelitian ini memiliki tujuan untuk memberikan bantuan teknologi inovasi alat produksi dan pemasaran dengan pelatihan agar produktivitas produksi tempe dapat meningkat dan UKM memiliki kapabilitas pemasaran berbasis digital dengan Internet of Things (IoT) yang optimal melalui pendampingan.Kata kunci: Produktivitas Produksi, Digitalisasi Pemasaran

STRATEGI REKRUTMEN DAN SELEKSI UNTUK MENUNJANG PERSIAPAN KERJA BAGI PESERTA PELATIHAN UNIT PELAKSANA TEKNIS (UPT) - BALAI LATIHAN KERJA (BLK) KABUPATEN BOGOR Hasyim, Moch. Sarif; Hartanto, Hartanto; Wardoyo, Bambang; Santosa, Dony Firman; Adil, Athira Setira; Putu Nia Anggraeni, Ni Luh; Abrian Kusuma, Muh. Eko; Masliardi, Adi; Mardiyanto, Doni; Ardianti, Devi Nurvita; Dyfa, Rachma Maulida; Br Sembiring, Santa Feronika
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol 6, No 2 (2024): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v6i2.13847

Bogor Regency is among the top three regions with the highest unemployment rate in West Java Province after Bogor City and Cimahi City (Open Unemployment Rate / TPT data released by BPS West Java Province as of August 2022). Therefore, efforts are needed to reduce the unemployment rate. The importance of job preparation for trainees requires an appropriate approach in the recruitment and selection process to ensure the suitability of participants with the programs offered. The purpose of implementing this community service is to increase participants' knowledge and skills in making job application letters and ATS CVs, improve skills in taking psychological tests and interview techniques, improve skills in building leaderless group discussions and equip soft skills to support job preparation. The method of implementation is through training which includes lecture, simulation, discussion and practice methods so that participants really understand and are able to apply well. The participants of the community service program consisted of 41 participants from the Bogor Regency Job Training Center (BLK). The results obtained from community service activities are an increase in the participants' understanding and skills in making CVs, application letters, taking psychological tests, conducting interviews, FGDs and soft skills. This is reinforced by the positive response and satisfaction level of the participants as well as the increase in post test scores. Keywords: Recruitment, Training, Skills, Job Selection

Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies Wardana, Miko Andi; Masliardi, Adi; Afifah, Nur; Sajili, Mohamad; Kusnara, Hasti Pramesti
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (September 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.624

This research examines the impact of Psychographic Segmentation, Promotion, and Location on consumers' Purchase Decisions. Data were collected through an online questionnaire distributed to 90 respondents who had visited hotels in Denpasar, Bali. Statistical techniques such as validity and reliability tests, correlation analysis, and multiple regression analysis were employed for data analysis. The findings indicate that Psychographic Segmentation significantly influences Purchase Decisions. Categorizing buyers based on psychological traits, lifestyle, and values plays a crucial role in shaping consumer preferences and motivations. Promotion also has a significant impact on Purchase Decisions, as effective promotional strategies create awareness and persuade target customers. Additionally, the Location of a business emerges as a critical factor, with strategic placement influencing customers' buying decisions. The regression analysis reveals that Psychographic Segmentation, Promotion, and Location collectively explain approximately 75.1% of the variance in Purchase Decisions. However, it is important to note that factors beyond the study's scope, such as product quality, pricing, brand reputation, and customer service, may also influence purchase decisions. These insights provide valuable guidance for businesses in developing targeted marketing strategies to enhance their competitive advantage. Understanding consumers' psychographic profiles, implementing effective promotions, and strategically locating operations can significantly influence Purchase Decisions, leading to increased sales and overall business success. Future research could explore additional variables to gain a more comprehensive understanding of consumer behavior in purchase decisions.

Pengaruh Brand Awareness, Brand Loyalty, dan Brand Image terhadap Keputusan Pembelian Produk Kosmetik Prissiani Andi Ningrum; Adi Masliardi; Rena Augia Putrie; Susti Rumianti; Ma'rifani Fitri Arisa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 10 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i10.5407

With the development of the era, cosmetics have become an important need, especially for women. This is because women always want to look beautiful and attractive when doing activities and often meet many people. The use of cosmetics is done to support appearance. This study aims to determine the Influence of Brand Awareness, Brand Loyalty and Brand Image on Cosmetic Purchasing Decisions. By using quantitative descriptive research methods, sample determination using the lemeshow formula with 100 respondents, sampling using the Purposive Sampling Technique. The data collection technique uses a Questionnaire which is then processed using IBM SPSS 25. The findings in this study are Brand Awareness, Brand Loyalty and Brand Image have a positive and significant effect on cosmetic purchasing decisions.

Pengaruh Brand Awareness, Brand Loyalty, dan Brand Image terhadap Keputusan Pembelian Produk Kosmetik Prissiani Andi Ningrum; Adi Masliardi; Rena Augia Putrie; Susti Rumianti; Ma'rifani Fitri Arisa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 10 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i10.5407

With the development of the era, cosmetics have become an important need, especially for women. This is because women always want to look beautiful and attractive when doing activities and often meet many people. The use of cosmetics is done to support appearance. This study aims to determine the Influence of Brand Awareness, Brand Loyalty and Brand Image on Cosmetic Purchasing Decisions. By using quantitative descriptive research methods, sample determination using the lemeshow formula with 100 respondents, sampling using the Purposive Sampling Technique. The data collection technique uses a Questionnaire which is then processed using IBM SPSS 25. The findings in this study are Brand Awareness, Brand Loyalty and Brand Image have a positive and significant effect on cosmetic purchasing decisions.

Enhancing Customer Experience through Effective Marketing Strategies: The Context of Online Shopping Suryaningrum, Dyah Ayu; Masliardi, Adi; Setiawan, Erwin; Abdillah, Fatimah
SEIKO : Journal of Management & Business Vol 6, No 2.1 (2023)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i2.5235

Tujuan dari penelitian ini adalah untuk menyelidiki efektivitas strategi pengalaman pelanggan dalam konteks belanja online di Indonesia. Melalui pendekatan metode gabungan, yang menggabungkan penelitian kualitatif dan tinjauan pustaka, penelitian ini menguji dampak dari situs web yang ramah pengguna, personalisasi, layanan pelanggan yang efisien, dan dukungan pasca-pembelian terhadap perilaku konsumen dan loyalitas merek. Temuan penelitian mengungkapkan bahwa memberikan pengalaman pelanggan yang luar biasa secara signifikan memengaruhi kepercayaan konsumen, ulang bisnis, dan dukungan merek di pasar e-commerce yang sangat kompetitif di Indonesia. Bisnis yang memprioritaskan strategi berorientasi pada pelanggan dapat meraih keunggulan kompetitif dan membangun hubungan yang langgeng dengan konsumen Indonesia, mendorong pertumbuhan dan keberhasilan berkelanjutan di pasar belanja online yang dinamis. Kata Kunci: Belanja Online, Pengalaman Pelanggan, Strategi, Efektivitas, Indonesia.

Digital Disruption: Exploring the Dynamics of Marketing in the Digital Age Masliardi, Adi; Effendi, Marwan; Ningrum, Prissiani Andi; Hasnidar, Hasnidar; Mala, Iva Khoiril
SEIKO : Journal of Management & Business Vol 6, No 2.1 (2023)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i2.4960

Studi ini bertujuan untuk mengeksplorasi strategi yang dapat meningkatkan kinerja pemasaran pada Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia dalam menghadapi tantangan dan peluang di era digital. Dalam studi ini, fokus diberikan pada pemasaran yang terarah, kehadiran online, keterlibatan media sosial, pemasaran konten, strategi mobile, kolaborasi dengan influencer, dan pemantauan kinerja. Dengan menggali riset pasar, mengembangkan kehadiran online yang kuat, memanfaatkan platform media sosial, menghasilkan konten yang bernilai, menerapkan strategi pemasaran berbasis mobile, berkolaborasi dengan influencer, dan melakukan pemantauan kinerja secara berkala, UMKM dapat meningkatkan efektivitas pemasaran, meningkatkan visibilitas merek, dan mendorong pertumbuhan bisnis mereka di tengah persaingan yang ketat di ranah digital Indonesia. Studi ini memberikan panduan praktis bagi UMKM dalam memanfaatkan potensi pemasaran di era digital. Kata Kunci: Digital Disruption, Marketing Dynamics, Digital Age Abstract This study aims to explore strategies for improving marketing performance in Micro, Small, and Medium Enterprises (MSMEs) in Indonesia amidst the challenges and opportunities of the digital era. The study focuses on targeted marketing, online presence, social media engagement, content marketing, mobile strategies, influencer collaborations, and performance monitoring. By conducting market research, developing a strong online presence, leveraging social media platforms, creating valuable content, implementing mobile marketing strategies, collaborating with influencers, and regularly monitoring performance, MSMEs can enhance marketing effectiveness, increase brand visibility, and drive business growth in the competitive digital landscape of Indonesia. This study provides practical guidance for MSMEs to harness marketing potential in the digital era. Keywords: Disrupsi Digital, Dinamika Pemasaran, Era Digital

Pelatihan Videografi untuk Peningkatan Kapasitas SDM UMKM di Desa Gunung Putri Bambang Wardoyo; Moch. Sarif Hasyim; Don Gusti Rao; Adi Masliardi; Doni Mardiyanto; Calvin Pradigta; Tasya Chaerani
Surakarta Abdimas Journal Vol. 4 No. 1 (2025): Surakarta Abdimas Journal (Volume 4, Nomor 1, 2025)
Publisher : Fakultas Ekonomi Universitas Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52429/saj.v4i1.341

Abstract This community service activity was carried out in Gunung Putri Village, Bogor Regency, with the aim of increasing the digital capacity of Micro, Small and Medium Enterprises (MSMEs) through videography training. A total of 25 MSME players participated in the two-day training which included a basic introduction to videography, practice in making promotional videos, and presentation of the participants' work. The training method was conducted in a participatory manner through a combination of theoretical material, technical demonstrations, and hands-on practice. The results of the activity showed that participants were able to produce product promotion videos that were creative, informative, and in accordance with the characteristics of their respective businesses. Documentation of the activity shows the high enthusiasm of the participants, which reflects the need and interest in digital marketing skills. Despite obstacles such as limited tools and limited training time, this activity had a positive impact on improving the digital skills of MSME players, especially in the aspects of branding and promotion. This training is the first step in supporting the digital transformation of local MSMEs to expand market access and improve competitiveness in the digital economy era. Keywords: community service, MSMEs, videography, digital promotion, Gunung Putri Village

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