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All Journal Bima Abdi: Jurnal Pengabdian Masyarakat Journal of Business Management
Nanda Adilfa Mulya
Universitas Sumatera Utara
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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Sistem Informasi Pemasaran Produk UMKM Berbasis Web pada Kue Melayu Mak Cik Cam Kota Medan Endang Lestari; Mastura Mastura; Maulana Ichsanul Ridjal; Nanda Adilfa Mulya
Bima Abdi: Jurnal Pengabdian Masyarakat Vol. 3 No. 2 (2023): Bima Abdi: Jurnal Pengabdian Masyarakat, Edisi Juli - Desember 2023
Publisher : Yayasan Pendidikan Bima Berilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53299/bajpm.v3i2.276

Abstract

Artikel ini bertujuan mengungkapkan hasil wawancara pada UMKM Kue Melayu Mak Cik Cam yang berada di kota Medan. Sistem pemasaran di masa sekarang tidak terlepas dari sebuah teknologi. Dalam hal ini, UMKM harus menggunakan sosial media agar produk yang dijual dikenal banyak orang. Menanggapi hal tersebut, Mahasiswa Magister Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Sumatera Utara 2022 mengadakan Pengabdian Masyarakat guna untuk memberikan saran dan masukan kepada pelaku UMKM. Hal ini dilakukan sebagai upaya peningkatan perekonomian kota Medan setelah masa pandemi Covid-19. Metode yang digunakan dalam kegiatan ini adalah metode kaji tindak (action research) yang melibatkan kelompok masyarakat sasaran yaitu pemilik UMKM Kue Melayu Mak Cik Cam. Hasil yang diperoleh dari wawancara yakni pemilik usaha dapat mengenal sebuah teknologi berbasis Website yaitu Linkree. Dengan adanya Linktree, pelaku UMKM dapat menggabungkan semua media sosial yang dimiliki oleh UMKM tersebut menjadi satu akses, dan juga memberikan kemudahan kepada pelaku UMKM dalam menganalkan produknya.
The The Influence of Digital Advertising and Food Quality on Purchase Decision Through Purchase Intention on The Chicken Pecak XYZ in Medan City Nanda Adilfa Mulya; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 4 No. 1 (2026): August (In Progress)
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v4i1.204

Abstract

This research aims to analyze and determine the influence of Digital Advertising and Food Quality on Purchase Decisions for Pecak XYZ Chicken in Medan City with Purchase Interest as an intervening variable. The population in this study were customers of the Ayam Pecak XYZ Gatot Subroto outlet, Medan City. The sample used in this study was 126 people. The data collection technique in this research uses statement techniques or questionnaires. The data analysis technique uses descriptive analysis and PLS Structural Equation Model path analysis. Data processing in the research used Smart-PLS version 4. Based on the research results, it was found that Digital Advertising had no significant influence on Purchase Decisions, Food Quality had a positive and significant influence on Purchase Decisions, Digital Advertising had a positive and significant effect on Purchase Interest, Food Quality had a positive and significant influence on Purchase Interest, Purchase Interest had a positive and significant influence on Purchase Decisions, Purchase Interest significantly mediates the influence of Digital Advertising on Purchase Decisions, Purchase Interest significantly mediates the influence of Food Quality on Purchase Decisions. Based on the coefficient of determination, the percentage of Purchase Interest can be explained by Digital Advertising and Food Quality of 46.7%, while Purchase Decisions can be explained by Digital Advertising, Food Quality and Purchase Interest of 59.9%.
Co-Authors Beby Karina Fawzeea Sembiring Endang Lestari Endang Sulistya Rini Mastura Mastura Maulana Ichsanul Ridjal