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STRATEGI RISET PEMASARAN PRODUK UMKM KABUPATEN KUNINGAN JAWA BARAT Utami, Rahayu Tri; Sudrajat, Deny; Sutrisno, Niantoro; Winarto, Tri; Noorhayati, Taty
Abdimas Awang Long Vol. 7 No. 1 (2024): Januari, Abdimas Awang Long
Publisher : Sekolah Tinggi Ilmu Hukum Awang Long

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56301/awal.v7i1.1134

The role of marketing research in marketing plans and strategies is very important through idea generation. Market research can help in creating business ideas. Especially for those who are just starting their own business, this will provide an overview of the market they will be targeting and will be a consideration in taking future steps. Apart from that, the variety of ideas to choose from is not just one business idea, from conducting market research you will get a variety of ideas to choose from. Next, you can note down several variations of existing ideas according to your interests so that they can then become alternative choices. One of the obstacles often encountered in developing a business is difficulty developing a concept. With marketing research, you can obtain a variety of information and data that can be used as an option for creating a business plan. Another thing that is no less important is that through marketing research you will be presented with a variety of the latest trends. This is quite important considering that market conditions move quite quickly from time to time. By following existing trends, you will obtain a variety of information that can be taken into consideration when implementing the next marketing strategy. Marketing research can also play a role in product development. Changing market conditions in terms of tastes and trends must be followed by product development through market research. The role of market research which is no less important is to test the market or market research can be used as an experiment to see whether the results of existing research are in line with the desired expectations so that it will ultimately lead to commercialization or the creation of sales. The things described above have not currently been carried out in a structured manner for MSMEs in Kuningan Regency, so that the products produced have relatively not experienced significant growth either in terms of the number of sales or product variants produced.

THE EFFECTS OF PRODUCT QUALITY AND PROMOTION ON CUSTOMER PURCHASE INTENTION ON FOODS OFFERED THROUGH ONLINE DELIVERY SERVICES Sudrajat, Deny; Wijayanti, Silvana Kardinar; Wibowo, Sandi Nasrudin; Fajarianto, Otto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12961

growing since then. All F & B retail businesses regardless the size are expected to seize the opportunity and maximize the benefit of partnering with this kind of service to better reach customers. Moreover, for MSMEs online platforms allow them to compete attract wider segment of customers. This study aims to determine the effects of product quality and promotion simultaneously and partially on customer purchase intention on foods offered through online food delivery services. Using quantitative approach, data collected by distributing questionnaire to 102 users of online delivery services in Tangerang city via social media. The results of this study revealed that simultaneously product quality and promotion have positive and significant effect on purchase intention. While partially product quality has a positive but no significant effect and promotion has positive and significant effect on purchase intention. This study suggests that MSMEs should know how to post or display pictures of their foods in attractive ways on food delivery application and utilize various promotional tools to increase customer purchase intention.

Pemberdayaan Masyarakat melalui Edukasi Perencanaan Keuangan Keluarga Endraria, Endraria; Sudrajat, Deny
Jurnal Pengabdian Masyarakat Bhinneka Vol. 4 No. 1 (2025): Bulan September
Publisher : Bhinneka Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58266/jpmb.v4i1.455

Rendahnya literasi keuangan keluarga masih menjadi masalah yang signifikan di masyarakat, yang berdampak pada kurang optimalnya pengelolaan keuangan rumah tangga dan menurunnya kesejahteraan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman, keterampilan, dan kebiasaan keluarga dalam menyusun perencanaan keuangan yang sehat dan berkelanjutan. Program dilaksanakan selama enam hari dengan metode penyuluhan interaktif, pelatihan praktik penyusunan anggaran, dan pendampingan penggunaan anggaran rumah tangga. Sebanyak 15 orang kepala keluarga di Kelurahan Kebon Besar Kota Tangerang terlibat aktif dalam kegiatan. Hasil evaluasi menunjukkan adanya peningkatan signifikan pada kemampuan peserta dalam membuat anggaran, mengelola pengeluaran, dan mulai membentuk dana darurat. Antusiasme masyarakat, dukungan Pemerintah Daerah khususnya Kelurahan Kebon Besar Kota Tangerang, serta partisipasi tokoh masyarakat membuktikan bahwa pendekatan edukatif partisipatif mampu mendorong perubahan perilaku positif dalam pengelolaan keuangan keluarga. Kegiatan ini dapat menjadi model pemberdayaan yang direplikasi di wilayah lain.

THE EFFECTS OF PRODUCT QUALITY AND PROMOTION ON CUSTOMER PURCHASE INTENTION ON FOODS OFFERED THROUGH ONLINE DELIVERY SERVICES Sudrajat, Deny; Wijayanti, Silvana Kardinar; Wibowo, Sandi Nasrudin; Fajarianto, Otto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12961

growing since then. All F & B retail businesses regardless the size are expected to seize the opportunity and maximize the benefit of partnering with this kind of service to better reach customers. Moreover, for MSMEs online platforms allow them to compete attract wider segment of customers. This study aims to determine the effects of product quality and promotion simultaneously and partially on customer purchase intention on foods offered through online food delivery services. Using quantitative approach, data collected by distributing questionnaire to 102 users of online delivery services in Tangerang city via social media. The results of this study revealed that simultaneously product quality and promotion have positive and significant effect on purchase intention. While partially product quality has a positive but no significant effect and promotion has positive and significant effect on purchase intention. This study suggests that MSMEs should know how to post or display pictures of their foods in attractive ways on food delivery application and utilize various promotional tools to increase customer purchase intention.

STRATEGI RISET PEMASARAN PRODUK UMKM KABUPATEN KUNINGAN JAWA BARAT Utami, Rahayu Tri; Sudrajat, Deny; Sutrisno, Niantoro; Winarto, Tri; Noorhayati, Taty
Abdimas Awang Long Vol. 7 No. 1 (2024): Januari, Abdimas Awang Long
Publisher : Sekolah Tinggi Ilmu Hukum Awang Long

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56301/awal.v7i1.1134

The role of marketing research in marketing plans and strategies is very important through idea generation. Market research can help in creating business ideas. Especially for those who are just starting their own business, this will provide an overview of the market they will be targeting and will be a consideration in taking future steps. Apart from that, the variety of ideas to choose from is not just one business idea, from conducting market research you will get a variety of ideas to choose from. Next, you can note down several variations of existing ideas according to your interests so that they can then become alternative choices. One of the obstacles often encountered in developing a business is difficulty developing a concept. With marketing research, you can obtain a variety of information and data that can be used as an option for creating a business plan. Another thing that is no less important is that through marketing research you will be presented with a variety of the latest trends. This is quite important considering that market conditions move quite quickly from time to time. By following existing trends, you will obtain a variety of information that can be taken into consideration when implementing the next marketing strategy. Marketing research can also play a role in product development. Changing market conditions in terms of tastes and trends must be followed by product development through market research. The role of market research which is no less important is to test the market or market research can be used as an experiment to see whether the results of existing research are in line with the desired expectations so that it will ultimately lead to commercialization or the creation of sales. The things described above have not currently been carried out in a structured manner for MSMEs in Kuningan Regency, so that the products produced have relatively not experienced significant growth either in terms of the number of sales or product variants produced.

PELATIHAN KETERAMPILAN PELAYANAN PRIMA BAGI PEMILIK, PENGELOLA HOMESTAY DAN MASYARAKAT DI PULAU HARAPAN, KEP. SERIBU, JAKARTA Sudrajat, Deny; Iman Sulaeman; Nika Sintesa; Valentina Happy Vanesa
JURNAL ABDIMAS PLJ Vol. 4 No. 1 (2024): JURNAL ABDIMAS PLJ, Juli 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/japlj.v4i1.1136

Excellent service has an important role in accommodation businesses such as homestays because it has a big impact on the guest experience and the long-term sustainability of homestays and tourist attractions. This excellent service training aims to increase the knowledge and skills of homestay managers on Harapan Island, Kep Seribu, Jakarta. The method used was training and practice which was attended by 25 homestay managers. Evaluation is carried out by providing a Google form. The test results showed that 96% of participants experienced increased knowledge and skills in excellent service material so that this community service activity could be categorized as successful.

PELATIHAN KETERAMPILAN KOMUNIKASI DAN PELAYANAN PELANGGAN BAGI WARGA DAN KARANG TARUNA DI DESA WARNASARI, PANGALENGAN KABUPATEN BANDUNG Sudrajat, Deny; Solihin, Dewi Agustina; Purwati, Sri; Susanto, Susanto; Suryani, Suryani
JURNAL ABDIMAS PLJ Vol. 5 No. 1 (2025): JURNAL ABDIMAS PLJ, Juli 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/japlj.v5i1.1652

Warnasari Village in Bandung Regency has quite large tourism and local economic potential, but still faces challenges in terms of the quality of human resources, especially in the aspects of communication and service. Good customer service and communication skills are important factors in supporting business development, tourism and community services in general. This community service activity aims to improve communication and customer service skills for residents and members of the Warnasari Village youth organization. The methods used are interactive training, simulations, and questions and answers and discussions. The results of the activity showed an increase in participants' understanding of the importance of effective communication and excellent service as a support for improving the quality of tourism, as well as the emergence of motivation to apply these skills in daily activities. It is hoped that this activity can contribute to strengthening local capacity and developing village potential in a sustainable manner.

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