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All Journal Jurnal Ekonomika Dan Bisnis Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC )
Zulstra, Jumadil Dwi
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Economics, Econometrics & Finance Education Social Sciences

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Sosialisasi Penerapan Pemasaran Digital Pada Cafe Uni Zulstra, Jumadil Dwi; Dianti, Muthia Rahma; Dianti, Hamidah Rahim
Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2023): Juli - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jpmittc.v2i2.1043

Abstract

Community Service is a form of the Tridharma of Higher Education. This program is proposed to carry out activities that are socialized to cafe partners in the city of Padang. This community service is made with the aim of increasing the knowledge and skills of Cafe Owners in maximizing digital marketing that is more effective and efficient. The service method used is in the form of socialization. The training stages are divided into 4 (four) stages, namely the preparation stage, the implementation stage, the program evaluation stage, and the reporting stage. The benefits of this PKM program were felt by partners who were initially ignorant of technology, and after socializing the partners' knowledge increased about the importance of digital marketing for business development.
Dampak Inovasi Produk, Strategi Harga, Dan Iklan Digital Terhadap Minat Beli Helm NHK di Kalangan Remaja Pengendara Motor Dianti , Muthia Rahma; Zulstra, Jumadil Dwi; Rahim, Hamidah
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 5 No. 4 (2025): Juli-Agustus
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v5i4.3300

Abstract

This study is motivated by a gap between NHK helmet product innovation and consumer expectations, a pricing strategy perceived as less competitive compared to rival brands, and digital advertising that has not effectively influenced consumer purchase intention. These issues highlight the need to evaluate the effectiveness of the marketing strategies implemented by the company. The purpose of this research is to analyze the influence of product innovation, pricing strategy, and digital advertising on consumer purchase intention toward NHK helmets. The study seeks to identify the most dominant factor affecting purchase decisions, providing a foundation for developing more effective marketing strategies. This research employs descriptive statistics and multiple linear regression analysis. Data were collected through questionnaires distributed to 100 respondents, specifically teenagers who use NHK helmets. The questionnaire was developed based on the indicators of the key variables: product innovation, pricing strategy, digital advertising, and purchase intention. This method was chosen to obtain primary data directly from respondents relevant to the research object. In addition, secondary data were sourced from company records, sales reports, and relevant literature to support the analysis. The results reveal that product innovation, pricing strategy, and digital advertising each have a significant effect on consumer purchase intention among teenage motorcycle users. Collectively, these variables contribute to shaping consumer interest in purchasing NHK helmets. The findings suggest that marketing strategies focusing on competitive pricing, improved product innovation, and targeted digital promotion through appropriate channels are more likely to enhance consumer interest and drive purchase behavior.  
Co-Authors Dianti , Muthia Rahma Dianti, Hamidah Rahim Dianti, Muthia Rahma Rahim, Hamidah