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All Journal Jurnal Fokus Manajemen Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal Pemberdayaan Ekonomi dan Masyarakat Journal of Micro, Small and Medium Enterprises WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat
Aziezy, Enrico
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PENGUATAN USAHA MELALUI PENINGKATAN KAPASITAS SDM DAN PENGEMBANGAN STRATEGI PEMASARAN Jati, Damar; Aziezy, Enrico
WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 1 (2025): WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Wijayakusuma Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56681/wikuacitya.v4i1.360

Abstract

This community service aims to increase the capacity of human resources (HR) and develop a marketing strategy for the "Romansa Snack" Banana Chips Business in Karangcegak Village, Kutasari District, Purbalingga Regency. The method used is participatory mentoring, where business actors are actively involved in each stage of the activity. The results of the activity show that there is an understanding of business actors about the importance of good human resource management, such as workforce planning and employee performance evaluation. In terms of marketing, it focuses on optimizing the use of social media and e-commerce platforms to expand the market. Business actors are also expected to have a strategy for product diversification and packaging improvement to make it more attractive to consumers. The analysis of the business feasibility study shows that this business has bright prospects with positive financial indicators, such as Net Present Value (NPV) which is positive and Payback Period for 6 years and 4 months. Digital-based marketing strategies have a significant impact on increasing sales. In the future, it is hoped that business actors can continue to develop human resource skills and innovate in marketing so that their businesses can continue to grow and become one of the leading MSMEs in Purbalingga Regency.
Brand Image Vs Brand Love: Which One Matters More For Customer Loyalty Among Mobile Legends Users? Aziezy, Enrico; Purnomo, Sodik Dwi
Jurnal Fokus Manajemen Vol 5 No 1 (2025): February
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v5i1.8005

Abstract

This study examines the impact of brand image (X1) and brand love (X2) on customer loyalty (Y), with customer engagement (Z) serving as a mediating variable among Mobile Legends: Bang-Bang users in Purwokerto. The research seeks to elucidate how these constructs interact and contribute to customer retention within the competitive mobile gaming sector. A total of 120 respondents were selected using a non-probability sampling approach, specifically employing accidental sampling. Data were analyzed through the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method using the SmartPLS 4.0 software package. The findings reveal that customer engagement significantly mediates the positive relationship between brand love and customer loyalty, indicating that an emotional attachment to the brand enhances loyalty through active customer involvement across various markets. Conversely, customer engagement does not mediate the relationship between brand image and customer loyalty, and brand image was found to exert no direct effect on loyalty. These outcomes underscore the critical importance of brand love in fostering customer loyalty, suggesting that strategies aimed solely at enhancing brand image may not be sufficient to drive sustained customer retention.
Pengaruh Kepercayaan Pelanggan, Kualitas Produk, Citra Merek, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Produk Susu UHT Ultramilk di Kota Purwokerto Triandini, Fajar; Arinastuti, Arinastuti; Aziezy, Enrico
Journal of Micro, Small and Medium Enterprises Vol. 2 No. 1 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/umkm.v2i1.804

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan pelanggan, kualitas produk, citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan produk susu UHT Ultramilk di Kota Purwokerto. Populasi dalam penelitian ini adalah pelanggan susu UHT Ultramilk di Kota Purwokerto. Metode pengumpulan data menggunakkan kuesioner dan studi pustaka. Teknik dalam pengambilan sampel menggunakkan Teknik non-probability sampling dan menggunakkan metode purposive sampling. Dalam penelitian ini menggambil sampel sebanyak 100 responden. Teknik analisis data menggunakkan analisis regresi linier berganda dengan bantuan statistik SPSS 22. Hasil uji hipotesis pada penelitian ini menunjukkan bahwa : (1) kepercayaan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan produk susu UHT Ultramilk di Kota Purwokerto, maka hipotesis diterima (2) kualitas produk berpengaruh positif dan tidak signifikan terhadap loyalitas pelanggan produk susu UHT Ultramilk di Kota Purwokerto, maka hipotesis ditolak (3) citra merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan produk susu UHT Ultramilk di Kota Purwokerto, maka hipotesis diterima 4) Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan produk susu UHT Ultramilk di Kota Purwokerto, maka hipotesis diterima.
Pengaruh Persepsi Harga, Promosi Penjualan, Citra Merek, dan Keragaman Produk Terhadap Minat Beli Produk Lokal Aerostreet Riwanda, Galuh; Surveyandini, Mayla; Aziezy, Enrico
Jurnal Pemberdayaan Ekonomi dan Masyarakat Vol. 2 No. 3 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jpem.v2i3.790

Abstract

Penelitian ini berdasarkan saran dari penelitian terdahulu oleh (Wahyudianto, 2020) mengenai persepsi harga dan promosi penjualan terhadap minat beli yaitu untuk menambahkan variabel independen yang belum digunakan, maka peneliti menambahkan variabel citra merek dan keragaman produk. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh persepsi harga, promosi penjualan, citra merek, dan keragaman produk terhadap minat beli produk lokal Aerostreet di kota Purwokerto. Penelitian ini menggunakan metode kuantitatif. Populasi penelitian yaitu masyarakat yang bertempat tinggal di kota Purwokerto dan mengetahui merek Aerostreet yang tidak diketahui jumlahnya. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik accidental sampling. Sampel yang digunakan berjumlah 100 orang, dan teknik analisis data menggunakan regresi linear berganda dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa variabel persepsi harga, promosi penjualan, dan citra merek berpengaruh positif dan signifikan terhadap minat beli, sedangkan variabel keragaman produk berpengaruh positif dan tidak signifikan terhadap minat beli. Implikasi yang diberikan kepada pihak Aerostreet adalah untuk melakukan penyesuaian harga dengan membuat produk yang lebih terjangkau, meningkatkan frekuensi promosi, menggunakan logo yang lebih menonjol, meningkatkan variasi ukuran produk, mengembangkan sistem ukuran yang lebih akurat, dan meningkatkan komunikasi tentang ukuran kepada calon pelanggan.
Revitalisasi Bisnis UMKM di Desa Waluyo Melalui Inovasi Digital Aziezy, Enrico; Pahlevi, Akbar; Ramadhan, Sandi; Saputra, Achmad Adi
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 4, No 3 (2024): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v4i3.761

Abstract

The management of SMEs in Waluyo Village focuses on economic improvement through the adoption of digital technology. We carried out a community service activity themed "Digital-Based SME Business Management" to empower SME owners with digital knowledge and skills. A total of 50 participants, consisting of local SME owners and managers, took part in this training. The results showed a significant increase in participants' understanding and skills related to the benefits of digitalization. Many SMEs succeeded in expanding their markets, streamlining operations, and opening online businesses. However, challenges such as limited access to technological infrastructure and digital security issues still exist. The novelty of this activity lies in its holistic approach, combining training, mentoring, and counseling to enhance understanding and application of digital marketing, digital management, and digital security.ABSTRAKPengelolaan UMKM di Desa Waluyo berfokus pada peningkatan ekonomi melalui adopsi teknologi digital. Kami melaksanakan kegiatan pengabdian masyarakat bertema "Pengelolaan Bisnis UMKM Berbasis Digital" untuk memberdayakan pemilik UMKM dengan pengetahuan dan keterampilan digital. Sebanyak 50 peserta yang terdiri dari pemilik dan pengelola UMKM lokal mengikuti pelatihan ini. Hasilnya menunjukkan peningkatan signifikan dalam pemahaman dan keterampilan peserta terkait manfaat digitalisasi. Banyak UMKM berhasil memperluas pasar, menyederhanakan operasional, dan membuka bisnis online. Namun, tantangan seperti akses terbatas ke infrastruktur teknologi dan masalah keamanan digital masih ada. Nilai kebaruan kegiatan ini terletak pada pendekatan holistik yang menggabungkan pelatihan, pendampingan, dan konseling untuk meningkatkan pemahaman dan penerapan digital marketing, manajemen digital, dan keamanan digital.
Co-Authors Arinastuti Arinastuti Pahlevi, Akbar Purnomo, Sodik Dwi Ramadhan, Sandi Riwanda, Galuh Saputra, Achmad Adi Surveyandini, Mayla Triandini, Fajar