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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Pengabdian Sosial
Rao, Leonard Alfredo Da Costa
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Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Empowering Cireng Small Business In Tandes Village, Surabaya Rao, Leonard Alfredo Da Costa; Tan, Clarita Christy; Tifany, Keisya; Kriswanto, Devoria Adelline; Menny, Mario Rosindo
Jurnal Pengabdian Sosial Vol. 1 No. 3 (2024): Januari
Publisher : PT. Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/xt0mk657

Abstract

The research sets out to address three central challenges plaguing the cireng MSMEs. Firstly, it delves into the presence of outdated production processes, examining traditional methods and the lack of access to modern technology that compromises both the quality and quantity of cireng production. Secondly, the study explores suboptimal branding and marketing strategies employed by local entrepreneurs, such as Ms. Ana's cireng business, aiming to refine these approaches for increased market reach. Lastly, the research aims to overcome the geographical limitations hindering businesses from extending their reach beyond immediate boundaries. The research methodology employs a comprehensive situational analysis approach, involving detailed identification of challenges, examination of market dynamics, mapping of production processes, and critical evaluation of branding and marketing strategies. This method provides a holistic understanding of the hurdles faced by cireng MSMEs, serving as a foundation for targeted and impactful interventions. The findings underscore the interconnected challenges faced by cireng MSMEs in Tandes Village, highlighting the significance of addressing outdated production processes, refining branding and marketing strategies, and overcoming geographical limitations. The community engagement project, guided by the research, is strategically poised to drive positive and sustainable change, offering a pathway to enhanced productivity, sustainable growth, and increased prosperity for the local MSMEs.
Pengaruh Aktivitas Marketing Terhadap Niat Pembelian Makanan Secara Online Melalui Brand Awareness Dan Customer Trust Pada Restoran: Studi Pada Mahasiswa Wenas, Serghi; Rao, Leonard Alfredo Da Costa; Nugroho, Agustinus
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 4 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i4.11059

Abstract

Perkembangan teknologi informasi telah mendorong transformasi besar dalam perilaku konsumen, termasuk dalam industri kuliner. Aktivitas marketing yang dilakukan restoran kini tidak hanya terbatas pada promosi tradisional, tetapi juga mencakup berbagai strategi digital untuk menjangkau konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas marketing terhadap minat pembelian makanan secara online, dengan mempertimbangkan peran brand awareness dan customer trust sebagai variabel mediasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif melalui penyebaran kuesioner kepada mahasiswa pengguna layanan pesan-antar makanan daring di sekitar lingkungan kampus di Surabaya. Hasil penelitian menunjukkan bahwa aktivitas marketing berpengaruh positif terhadap brand awareness dan customer trust, yang pada akhirnya meningkatkan minat pembelian. Temuan ini menekankan pentingnya strategi pemasaran yang efektif untuk meningkatkan daya saing restoran dalam menghadapi perubahan perilaku konsumen digital, khususnya di kalangan mahasiswa.
Co-Authors Agustinus Nugroho Kriswanto, Devoria Adelline Menny, Mario Rosindo Tan, Clarita Christy Tifany, Keisya Wenas, Serghi