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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Pelayanan dan Pengabdian Masyarakat (Pamas) JBMR: Journal of Business and Management Review Journal of the Community Development in Asia Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Kewirausahaan dan Inovasi
Basuki, Ananto
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Penguatan Sumber Daya Manusia dan Penetapan Standar Operasional Prosedur UMKM Setyawan, Margono; Basuki, Ananto
Jurnal Pelayanan dan Pengabdian Masyarakat (Pamas) Vol 9, No 1 (2025): Jurnal Pelayanan dan Pengabdian Masyarakat (PAMAS)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM Universitas Respati Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/pamas.v9i1.3521

Abstract

UMKM di Kota Malang memiliki kontribusi yang besar dalam menciptakan lapangan kerja dan menggerakkan roda perekonomian, namun masih banyak yang menghadapi tantangan dalam memasarkan produk dan pengelolaan bisnis. Salah satu tantangan utama yang dihadapi oleh UMKM adalah minimnya akses terhadap pasar yang lebih luas dan beragam. Hal ini dapat menyebabkan penjualan yang stagnan atau menurun, dan berdampak pada kesinambungan usaha. Oleh karena itu, pembaruan saluran pemasaran dapat menjadi solusi untuk meningkatkan akses pasar bagi UMKM. Pelaku usaha UMKM juga mengalami kendala dalam mengelola bisnis dan menjalankan fungsi manajerial yang efektif. Hal ini dapat berdampak pada pengambilan keputusan yang kurang tepat, pengelolaan keuangan yang buruk, serta kurangnya kemampuan untuk beradaptasi dengan perubahan pasar dan lingkungan bisnis. Oleh karena itu, pembaruan saluran pemasaran dan penguatan kemampuan manajerial pelaku usaha merupakan dua hal yang saling terkait dan mempengaruhi keberhasilan usaha UMKM. Sehubungan dengan permasalahan yang dialami oleh UMKM Pastry di Kota Malang, Kegiatan pengabdian Fakultas Ekonomi dan Bisnis Universitas Brawijaya pada tahun 2023 diarahkan pada pengadaan kegiatan pelatihan dan pendampingan pemasaran dan peningkatan produktivitas pelaku usaha yang bergerak di industri pastry. Pembaharuan saluran pemasaran dan penguatan kemampuan manajerial pelaku usaha dapat membantu para pelaku usaha UMKM untuk memperoleh pengetahuan dan keterampilan yang diperlukan untuk meningkatkan akses pasar dan kemampuan manajerial. Pokok bahasan dan materi pelatihan akan disesuaikan dengan permasalahan pemasaran dan produksi yang dialami oleh mitra. Kata Kunci: Penguatan SDM; Pembuatan SOP; UMKM
Understanding E-Loyalty in Gen Z Digital Banking Users: An Analysis of E-Service Quality, E-Trust, and E-Satisfaction Dessyta Miranda Syaharani; Basuki, Ananto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.22

Abstract

The objective of this research is to identify the effects of e-service quality and e-trust on the e-loyalty of Gen Z users of Blu by BCA in Malang City with e-satisfaction as the mediating variable. This explanatory research elucidates the relationships between the dependent, independent, and mediating variables. Using non-probability sampling method and purposive sampling technique, 100 people considered as Gen Z (born between 1997 and 2012) who live in Malang City and use Blu by BCA were selected as the respondents. The data was harvested via online questionnaires and examined through path analysis in IBM SPSS 21, while the mediation test was performed using Sobel test. This study finds that e-service quality and e-trust directly have positive and significant impact on e-loyalty, that e-service quality and e-trust positively and significantly affect e-satisfaction, that e-service quality indirectly influences e-loyalty through the mediation of e-satisfaction, and that e-trust indirectly influences e-loyalty with the mediation of e-satisfaction.
The Influence of Product Quality, Promotion, and Shopee Paylater on Purchase Decision Wira Tamtama, Manikam Manggala; Basuki, Ananto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.12

Abstract

This study aims to analyze the influence of product quality, promotion, and Shopee PayLater on consumer purchasing decisions in Malang City. The research employs a quantitative approach using the Partial Least Square (PLS) method to analyze data collected from 170 respondents, selected through purposive sampling. The respondents were Shopee PayLater users aged 17-35 years who had seen promotions at least three times and made purchases in the last three months. The results show that product quality has the most significant influence on purchasing decisions, with a correlation coefficient of 0.411, followed by promotion with a coefficient of 0.308, and Shopee PayLater with a coefficient of 0.234. Although all three variables have statistically significant impacts, Shopee PayLater serves as a supporting variable compared to product quality, which is the main driver of purchasing decisions. This study concludes that a combination of good product quality, effective promotion, and flexible payment through Shopee PayLater can enhance consumer purchasing decisions.
The Influence of Brand Image, Product Quality, And Price on Purchase Intention for Skintific Products Diana Nurfita; Basuki, Ananto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.13

Abstract

This study aims to determine the influence of brand image, product quality, and price on the purchase intention of Skintific products. This is an explanatory research study that explains the causal relationship between variables through hypothesis testing. A sample of 84 respondents was obtained using a non-probability sampling technique with a purposive sampling method. The data used were primary data collected from questionnaires using a five-point Likert Scale. The analysis tool used was the Statistical Package for the Social Sciences (SPSS) to perform validity, reliability, classical assumption, and multiple linear regression tests. The findings of the study show that brand image, product quality, and price each have a positive and significant effect on purchase intention. Furthermore, brand image, product quality, and price simultaneously have a significant effect on purchase intention. This research suggests that the Skintific brand should make brand image, product quality, and price its main strategy in an effort to attract consumer purchase intention and win the competition.
Co-Authors Ahmad Rifani Akbar, Shafy Zulvan Barinta, Dunga Dwi Bintoro, Nugroho Suryo Dessyta Miranda Syaharani Diana Nurfita Indira, Efi Zela Rista Anisa Ishlah, Benayya Margono Setiawan Pahlevi, Enrico Putra, Dzulfikar Dhiya Khairullah Setyawan, Margono Sulistyorini, Harlina Sumiati Sumiati Wahdiyat Moko Wardhana, Fadillah Kusuma Wati, Cicik R Wijayanti, Risna Wira Tamtama, Manikam Manggala