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All Journal Jurnal Fokus Manajemen Jurnal Kewirausahaan dan Bisnis Jurnal Kewirausahaan dan Inovasi
Efendi, Fithria Habib
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Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Pemasaran UMKM Roti Al Batsit Kota Bengkulu Susena, Karona Cahya; Herlika, Eren herlika; Roziana, Refsi; Efendi, Fithria Habib
Jurnal Kewirausahaan & Inovasi Vol. 2 No. 1 (2024): Agustus
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jkwi.v2i1.151

Abstract

Roti Al Batsit MSME is a small business engaged in the food industry located in Bengkulu City. As one of the MSMEs, the challenge that must be faced is how to increase product sales and introduce the Roti Al Batsit brand to the public. Therefore, a community service programme entitled " Marketing Strategy for UMKM Bread Al Batsit Bengkulu City " was conducted to assist business managers in designing marketing strategies that suit the characteristics of their business. This programme aims to increase product sales and introduce the Roti Al Batsit brand to the community.The implementation of marketing strategies is carried out with several steps, such as creating a brand identity for Roti Al Batsit, using social media as a means of promotion, developing a distribution network. Brand identity was created to introduce the Roti Al Batsit brand more clearly and present in the market, while the use of social media was carried out so that consumers easily recognise and remember the Roti Al Batsit brand and give a positive image to the brand. The development of a distribution network is carried out to expand market share and expand the reach of products to consumers. From the evaluation results, the community service programme with the title " Marketing Strategy for UMKM Bread Al Batsit Bengkulu City " succeeded in having a positive impact on the continuity of the MSME business. The implementation of the right marketing strategy has succeeded in increasing the number of product sales and increasingawareness of the Roti Al Batsit brand in the community. In addition, the programme also helps MSMEs to expand their distribution network and optimise the use of social media as a promotional tool. Thus, the implementation of effective marketing strategies can be a solution for MSMEs in facing increasingly competitive market competition.  
Peranan Kemasan Untuk Meningkatkan Pemasaran UMKM Roti Al Batsit Kota Bengkulu Efendi, Fithria habib; Hidayah, Nenden Restu; Susena, Karona Cahya
Jurnal Kewirausahaan & Bisnis Vol. 5 No. 1 (2023): Februari
Publisher : Jurnal Kewirausahaan & Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

UMKM Roti Al Batsit is a small business engaged in the food industry which is located in the city of Bengkulu. As one of the MSMEs, the challenge that must be faced is how to increase product sales and introduce the Roti Al Batsit brand to the public. Therefore, the community service program is entitled "The Role of Packaging to Increase the Marketing of UMKM Bread Al Batsit Bengkulu City". The introduction of unique and easy-to-remember packaging is made so that consumers can easily recognize and remember the Roti Al Batsit brand and give a positive image to the brand. During the implementation of the community service program, an evaluation of the impact of the program was carried out on the UMKM Roti Al Batsit. The evaluation is carried out by comparing product sales before and after the program is implemented. The evaluation results show that the implementation of attractive packaging recognition in proper marketing has succeeded in increasing the number of product sales in the community
Pengaruh Kualitas Produk, Harga Dan Brand Image Terhadap Keputusan Pembelian Wardah (Study Kasus Mahasiswi Pada Prodi Manajemen Universitas Dehasen Bengkulu) Efendi, Fithria Habib; Susena, Karona Cahya; Rahman, Abdul
Jurnal Fokus Manajemen Vol 4 No 1 (2024): MAY
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v4i1.6044

Abstract

A consumer in buying an item often assesses whether or not the item is suitable for them, whether or not it is suitable for them, therefore consumers really prioritize choosing by looking at product quality, price, and brand image to fulfill their wants or needs in buying goods.The purpose of this study was to determine the effect of product quality, price, and brand image on Wardah purchasing decisions for students in the Management Study Program at Dehasen University Bengkulu. The type of research used is quantitative. The data analysis methods used are validity test, reliability test, multiple linear regression, cyclical test, hypothesis test, and determination test The results of multiple linear regression have the equation Y = 22.500 + 0.302X1 + 0.017X2 + 0.923X3 + 3.250, because the direction of regression is positive, it means that if the product quality, price, and brand image increase, the decision to purchase Wardah products for students in the Management Study Program of Dehasen University Bengkulu will also increase. Product quality has a significant effect on purchasing decisions for Wardah products for students in the Management study program of Dehasen University Bengkulu, this is proven by the results of the t test which shows that the tcount value is smaller than the t table (3.376> 1.671) with a significant value of 0.001 <0.05, meaning that H0 is rejected Ha is accepted. Price has a significant effect on purchasing decisions for Wardah products for students in the Management study program at Dehasen University Bengkulu, this is evidenced by the results of the t test showing the tcount is greater than the table (0.183 < 1.671) with a significant value of 0.855> 0.05, meaning that H0 is accepted and Haditolak. Brand image has a significant effect on purchasing decisions for Wardah products for students in the Management study program at Dehasen University Bengkulu, this is evidenced by the results of the t test showing the tcount is greater than the ttable (8.976> 1.671) with a significant value of 0.000 <0.05, meaning that H0 is rejected and Had accepted. Product quality (X1), Price (X2), and Brand Image (X3) together have a significant effect on the decision to purchase (Y) Wardah products for students in the Management study program at Dehasen University Bengkulu, this is evidenced by the results of the F test showing Fcount> Ftabel (43.569> 2.76) with a significant value of 0.000.
Co-Authors Abdul Rahman Herlika, Eren herlika Hidayah, Nenden Restu Karona Cahya Susena, Karona Cahya Roziana, Refsi