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All Journal International Journal of Business, Law, and Education Musyawarah: Jurnal Pengabdian Masyarakat
Rifky Alfiansyah
Universitas Swadaya Gunung Jati
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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EDUKASI PEMASARAN PRODUK UMKM MELALUI STRATEGI PRODUCT BRANDING Rifky Alfiansyah; Rafly Abdi Pamungkas; Devi Evian Rosmaningsih
Musyawarah: Jurnal Pengabdian Masyarakat Vol. 1 No. 2 (2023): Musyawarah: Jurnal Pengabdian Masyarakat
Publisher : Anfa Mediatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.572349/musyawarah.v2i1.646

Abstract

Perkembangan UMKM di Indonesia perlu adanya proses inovasi didalamnya, dengan tujuan strategi produk untuk memastikan kesuksesan dan stabilitas UMKM. Persaingan yang ketat dalam dunia bisnis mendorong para pengusaha untuk menguasai pasar. Strategi pemasaran melalui strategi product branding ini berperan sebagai saluran untuk menarik calon pembeli. Warung Makan Bu Aenah sebagai UMKM yang menjual warung makan belum memiliki brand identity dalam usahanya. Metode deskriptif kualitatif digunakan dalam penelitian ini dengan pendekatan estetika, pendekatan ilmu komunikasi dan pendekatan ilmu pemasaran. Teknik pengumpulan data yaitu telaah dokumen, observasi, dan wawancara. Layanan ini bertujuan untuk meningkatkan kapasitas agen UMKM dalam memasarkan produknya melalui branding produk untuk meningkatkan volume penjualan. Beberapa kemampuan pada usaha ini dioptimalkan dalam strategi branding produk, seperti desain logo dan pembuatan X-Banner. Kegiatan pengabdian diakhiri dengan penyerahan hasil desain banner dan logo X untuk UMKM di counter dapur Bu Aenah. bersamaan dengan dukungan konsultasi untuk branding produk.
Halal Certification, Halal Awareness, and Product Quality: A Three-Way Interaction and its Influence on Purchase Intention for MSME Products Rifky Alfiansyah
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.558

Abstract

This study seeks to explore how Halal Certification, Halal Awareness, and Product Quality impact the purchase intentions of MSMEs in Cirebon, utilizing quantitative methodologies. The data were meticulously analyzed using statistical procedures and purposive sampling. The study utilized SmartPLS 3 software to assess the theoretical framework. The investigation's outcomes reveal that Halal Certification and Halal Awareness exert a substantial and positive influence on Purchase Intention. Construct validity was verified, incorporating assessments of both convergent and discriminant validity, while construct reliability was evaluated by conducting tests for internal consistency. Bootstrapping methods were employed to execute significance assessment. Concurrently, it was observed that Product Quality notably boosts Purchase Intention. For stakeholders and academics associated with MSMEs, these results provide essential understanding into how Purchase Intention can be understood and improved by examining the impacts of Halal Certification, Halal Awareness, and Product Quality.
Co-Authors Devi Evian Rosmaningsih Rafly Abdi Pamungkas