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All Journal Jurnal Administrasi Bisnis SEIKO : Journal of Management & Business Kumawula: Jurnal Pengabdian Kepada Masyarakat
Herdiyani, Sankist
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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IMPLEMENTASI MSMES DEVELOPMENT DI TAMAN LIMO JATIWANGI DARI PROGRAM COMMUNITY EMPOWERMENT COCA-COLA EUROPACIFIC PARTNERS INDONESIA Herdiyani, Sankist; Barkah, Cecep Safa'atul
Kumawula: Jurnal Pengabdian Kepada Masyarakat Vol 7, No 1 (2024): Kumawula: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/kumawula.v7i1.52547

Abstract

Untuk menjadi negara maju pada tahun 2045, Indonesia harus memiliki rasio kewirausahaan minimal sebesar 4% dari populasi penduduk. Kini, Indonesia baru mencapai rasio kewirausahaan sebesar 3,74%. Maka perlunya peningkatan jumlah wirausaha melalui Usaha Mikro, Kecil, dan Menengah (UMKM). Departemen Public Affairs, Communications and Sustainability (PACS) di Coca-Cola Europacific Partners Indonesia (CCEPI) Bekasi 2 Plant berkontribusi pada pemerintah dalam mengembangkan UMKM agar berpotensi menjadi wirausaha melalui program community empowerment dengan merealisasikan MSMEs Development pada UMKM di Taman Limo Jatiwangi. Penelitian ini bertujuan untuk mengetahui implementasi dari program MSMEs Development CCEPI pada UMKM dan dampak yang dirasakan bagi UMKM dan CCEPI. Jenis penelitian ini menggunakan metode kualititatif deskriptif. Proses analisis data dalam penelitian ini yaitu dengan pengumpulan data, reduksi data, display data dan verifikasi data. Keabsahan data diperiksa dengan menggunakan teknik triagulasi sumber. Hasil dari penelitian ini ialah terealisasinya program MSMEs Development dengan memberikan dampak yang baik pada UMKM dan tercapainya tujuan CCEPI sehingga membuahkan hasil kontribusi pengembangan UMKM terhadap program pemerintah dalam meningkatkan wirausaha di Indonesia. To become a developed country in 2045, Indonesia must have an entrepreneurship ratio of at least 4% of the population. Currently, Indonesia has only reached an entrepreneurship ratio of 3.74%. So, there is a need to increase the number of entrepreneurs through Micro, Small, and Medium-sized Enterprises (MSMEs). The Public Affairs, Communications, and Sustainability (PACS) Department at Coca-Cola Europacific Partners Indonesia (CCEPI) Bekasi 2 Plant contributes to the government in developing MSMEs to have the potential to become entrepreneurs through the community empowerment program by realizing MSMEs Development in MSMEs in Taman Limo Jatiwangi. This research aims to determine the implementation of the MSMEs Development CCEPI program on MSMEs and the impact felt on MSMEs and CCEPI. This type of research uses descriptive qualitative methods. The data analysis process in this research is data collection, data reduction, data display, and data verification. The validity of the data was checked using source triangulation techniques. The result of this research is the realization of the MSMEs Development program by having a good impact on MSMEs and CCEPI resulting in the contribution of MSME development to government programs in increasing entrepreneurship in Indonesia.
Pengaruh Content Marketing Terhadap Customer-Based Brand Equity (Studi Pada Konsumen B2B Di Instagram Genta Guitar) Herdiyani, Sankist; Tresna, Pratami Wulan; Hakim, Raden Marsha Aulia
SEIKO : Journal of Management & Business Vol 7, No 2 (2024): July - December
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v7i2.7032

Abstract

Riset ini bertujuan untuk mengetahui pengaruh content marketing terhadap customer-based brand equity pada Instagram @gentaguitar dari industri musik gitar lokal Genta Guitar. Desain riset yang digunakan adalah metodologi kuantitatif dengan jenis riset metode deskriptif verifikatif. Teknik pengambilan sampel dilakukan dengan probability sampling menggunakan teknik simple random sampling. Sampel riset ini sebanyak 58 dari 68 populasi konsumen B2B yang pernah dipasok Genta Guitar dan mengetahui konten-konten Instagram @gentaguitar. Teknik analisis yang digunakan riset ini adalah analisis regresi linear sederhana, uji hipotesis (uji t), dan koefisien determinasi. Hasil dalam riset ini menyatakan bahwa variabel content marketing memiliki pengaruh yang signifikan terhadap variabel customer-based brand equity. Dalam variabel content marketing, dimensi sharing menjadi dimensi dengan skor terbesar sedangkan dimensi decision-making menjadi dimensi dengan skor terendah. Dalam variabel customer-based brand equity, dimensi brand identity menjadi dimensi dengan skor terbesar sedangkan dimensi brand relationships menjadi dimensi dengan skor terendah. Kata Kunci: Content Marketing, Customer-Based Brand Equity, Genta Guitar, Industri Gitar Lokal, Instagram.
THE INFLUENCE OF LIFESTYLE PERSONALITY FACTOR ON PURCHASING DECISIONS TO HERDI HARDCASE BANDUNG CUSTOM PRODUCTS Safa’atul Barkah, Cecep; Chan, Arianis; Wulan Tresna, Pratami; Herdiyani, Sankist
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6329.110-127

Abstract

Each individual certainly has different needs. This becomes the basis of consumer behavior in making purchasing decisions for the goods they need. One of them is about lifestyle. This study aims to determine whether lifestyle personality factors influence purchasing decisions, especially for Herdi Hardcase Bandung products. This study uses a descriptive quantitative research method. The sample of this study is determined by purposive sampling. Data analysis techniques used are validity test, reliability test, classical normality test, linearity test, simple linear regression analysis, t test, and determinant coefficient (R²) using SPSS v.26 The results of this study indicate that lifestyle personality factor has a significant effect on purchase decisions. The regression coefficient of the lifestyle variable is 26.245 and the significance is 0.003. So, the hypothesis in this research which states that lifestyle personality factor has a significant effect on the purchasing decision of Herdi Hardcase Bandung custom product is accepted.
THE INFLUENCE OF LIFESTYLE PERSONALITY FACTOR ON PURCHASING DECISIONS TO HERDI HARDCASE BANDUNG CUSTOM PRODUCTS Safa’atul Barkah, Cecep; Chan, Arianis; Wulan Tresna, Pratami; Herdiyani, Sankist
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6329.110-127

Abstract

Each individual certainly has different needs. This becomes the basis of consumer behavior in making purchasing decisions for the goods they need. One of them is about lifestyle. This study aims to determine whether lifestyle personality factors influence purchasing decisions, especially for Herdi Hardcase Bandung products. This study uses a descriptive quantitative research method. The sample of this study is determined by purposive sampling. Data analysis techniques used are validity test, reliability test, classical normality test, linearity test, simple linear regression analysis, t test, and determinant coefficient (R²) using SPSS v.26 The results of this study indicate that lifestyle personality factor has a significant effect on purchase decisions. The regression coefficient of the lifestyle variable is 26.245 and the significance is 0.003. So, the hypothesis in this research which states that lifestyle personality factor has a significant effect on the purchasing decision of Herdi Hardcase Bandung custom product is accepted.
Co-Authors Arianis Chan Barkah, Cecep Safa'atul Pratami Wulan Tresna, Pratami Wulan Raden Marsha Aulia Hakim Safa’atul Barkah, Cecep Wulan Tresna, Pratami