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All Journal Mount Hope Global Economic Journal Joong-Ki
Justin Alexander
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Religion Humanities Economics, Econometrics & Finance Education Environmental Science

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ANALYSIS OF THE IMPACT OF PROMOTIONS, PRICES, AND PRODUCT INNOVATIONS FROM BUY DECISIONS AT PT. CAPELLA DINAMIC NUSANTARA Justin Alexander; Nurmaidah Ginting; Lola Rossa Br. Hutauruk; Gabrio Agata Kaban; Emma Novirsari
Mount Hope Economic Global Journal Vol. 2 No. 2 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v2i2.371

Abstract

Capella Dinamik Nusantara is a company operating in the automotive sector, particularly in the distribution and sale of motorcycles and their spare parts. As an official dealer, this company collaborates with various well-known brands to provide quality products to consumers. The purpose of this journal is to analyze the influence of promotion, price, and product innovation on purchase decisions at PT. Capella Dinamik Nusantara. The population of this study consists of the consumers of PT. Capella Dinamik Nusantara. The sample for this research includes 100 consumers from PT. Capella Dinamik Nusantara. Data collection was conducted through a questionnaire distributed via Google Forms. The results of data analysis using SEM-PLS statistical software indicate that the variables of promotion, price, and product innovation have a partial and simultaneous influence, with F-test values >0.062, T- test values with a T-statistic >1.96, and P-value <0.05.
Peran Branding dan Digital Marketing dalam Pengembangan Usaha Mikro: Pendampingan pada UMKM Keripik Basreng MOFAKTA Levina Nathania Budhiman; John Christoffel; Elizabeth Candice Bilicenira; Raphael Nathanael Santosa; Justin Alexander; Natasya; Nathanael Oktavianus Rukmawan; William Chin; Jessica I Tambunan
Joong-Ki : Jurnal Pengabdian Masyarakat Vol. 5 No. 3: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/joong-ki.v5i3.16246

Abstract

Usaha mikro di Indonesia menghadapi tantangan dalam pengelolaan merek dan adopsi pemasaran digital, yang membatasi daya saing dan perluasan pasar. Kegiatan pengabdian masyarakat ini bertujuan mendeskripsikan dan menganalisis peran intervensi branding dan digital marketing dalam meningkatkan kinerja MOFAKTA, UMKM keripik basreng di Desa Jambar, Kecamatan Nusaherang, Kabupaten Kuningan. Pendekatan yang digunakan adalah pendampingan partisipatif berbasis Community Development dengan metode kualitatif deskriptif dan analisis data keuangan mitra. Data diperoleh melalui observasi dan laporan keuangan selama periode live-in (Desember 2025) dan pra-live-in (Januari 2026). Intervensi mencakup perancangan ulang kemasan, pengelolaan akun media sosial (Instagram dan TikTok), aktivasi Shopee dan Tokopedia, perluasan distribusi offline, serta pencatatan keuangan sederhana. Hasil menunjukkan peningkatan kinerja usaha: omzet Januari 2026 mencapai 2.65 kali melebihi target dan profit margin 39,14%. Temuan ini menegaskan bahwa penguatan identitas merek dan digitalisasi pemasaran, meskipun sederhana, berdampak signifikan terhadap performa finansial usaha mikro. Artikel ini memberikan bukti empiris efektivitas pendampingan UMKM berbasis branding dan digital marketing.
Co-Authors Elizabeth Candice Bilicenira Gabrio Agata Kaban Jessica I Tambunan John Christoffel Levina Nathania Budhiman Lola Rossa Br. Hutauruk Natasya Nathanael Oktavianus Rukmawan Novirsari, Emma Nurmaidah Ginting Raphael Nathanael Santosa William Chin