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All Journal SENTRALISASI Community Empowerment Jurnal Pengabdian Masyarakat Indonesia Jurnal Ilmiah Wahana Pendidikan Journal of Islamic Economics and Finance Jurnal Inovasi Global Jurnal Ekonomi dan Pembangunan Indonesia IPSSJ
Adhi Prapaskah Hartadi
Universitas Padjajaran
Religion Arts Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengembangan Minat Wirausaha Batik Shibori di Lingkungan Generasi Muda Desa Sukalaksana, Kabupaten Garut, Jawa Barat Soemaryani, Imas; Joeliaty, Joeliaty; Hartadi, Adhi Prapaskah; Triski, Dara Sagita
Jurnal Pengabdian Masyarakat Indonesia Vol 4 No 6 (2024): JPMI - Desember 2024
Publisher : CV Infinite Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52436/1.jpmi.3188

Abstract

Kegiatan Pengabdian kepada Masyarakat (PPM) di Desa Sukalaksana, Kecamatan Samarang, Kabupaten Garut, bertujuan meningkatkan keterampilan generasi muda dalam pembuatan Batik Shibori guna melestarikan budaya lokal dan memperkuat perekonomian desa. Pelatihan komprehensif ini diikuti oleh 15 pemuda berusia 18 hingga 35 tahun pada 10-11 Mei 2024. Materi mencakup teori dan praktik teknik Shibori, mulai dari persiapan kain, penciptaan motif, hingga pewarnaan alami, dengan fokus pada motif Nui, ciri khas desa. Hasil kegiatan menunjukkan peserta mampu menghasilkan batik berkualitas dengan motif khas lokal serta membentuk komunitas pembatik pemula yang berperan dalam pengembangan produk kreatif. Selain itu, terdapat peningkatan kesadaran peserta akan potensi ekonomi industri kreatif berbasis batik serta penerapan prinsip keberlanjutan melalui penggunaan pewarna alami dan pengelolaan limbah produksi. Pelatihan ini telah meningkatkan keterampilan teknis, membangun jejaring usaha, dan mendorong peserta untuk memanfaatkan keterampilan batik sebagai peluang bisnis. Desa Sukalaksana kini memiliki potensi untuk berkembang menjadi sentra batik Shibori yang berdaya saing, berkelanjutan, dan mampu berkontribusi pada pengembangan ekonomi kreatif berbasis budaya di Kabupaten Garut.
PENERAPAN STRATEGI BISNIS MODEL CANVAS DAN SWOT DALAM RENCANA BISNIS CLAES FASHION PADA ERA DIGITALISASI Pauziah, Deyanti; Hartadi, Adhi Prapaskah
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 22 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14560447

Abstract

Penelitian ini difokuskan pada penerapan strategi bisnis model canvas (BMC) dan analisis SWOT untuk merencanakan strategi bisnis Claes Fashion dalam menghadapi tantangan dan peluang era digitalisasi. Melalui BMC, kami menemukan bahwa pendekatan inklusif dalam menentukan segmen pelanggan, efektivitas Customer Relationship Management (CRM), dan fokus pada model pendapatan e-commerce menjadi kunci kesuksesan Claes Fashion. Posisi strategisnya terletak pada kebutuhan adaptabilitas terhadap tren pasar yang cepat berubah. Analisis SWOT memperlihatkan bahwa Claes Fashion, saat ini, terletak pada kuadran 4 dalam Diagram IE Matriks, menandakan posisi yang memerlukan strategi defensif untuk menghadapi ancaman internal dan eksternal. Meskipun demikian, perusahaan memiliki potensi besar untuk pertumbuhan dan keberhasilan di era digitalisasi. Rekomendasi strategis mencakup pemanfaatan hubungan pelanggan, ekspansi e- commerce, dan integrasi produk dengan tren pasar. Selain itu, diperlukan peningkatan proses produksi, pengembangan keterampilan karyawan, dan adaptasi terhadap perubahan tren untuk mengoptimalkan peluang dan menghadapi tantangan. Claes Fashion dapat mempertimbangkan strategi seperti pemasaran melalui media sosial, inovasi desain produk, dan penekanan pada pengalaman pelanggan. Keputusan strategis yang tepat dapat membawa Claes Fashion keluar dari kuadran 4 dan menuju posisi yang lebih baik, meraih kesuksesan dalam industri fashion yang kompetitif di era digitalisasi.
Analisis Pengaruh Halal Brand Awareness, Viral Marketing dan Service Quality Terhadap Brand Image Coffee Shop di Kota Tasikmalaya Alwan Azis Mustafa; Adhi Prapaskah Hartadi; Cupian Cupian
Journal of Islamic Economics and Finance Vol. 3 No. 2 (2025): Mei: Journal of Islamic Economics and Finance
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/jureksi.v3i2.2472

Abstract

Coffee shops have grown rapidly as part of a modern lifestyle, particularly in Tasikmalaya City, which is known as a city of Islamic boarding schools with a majority Muslim population and high religiosity. However, there are still many coffee shops in the city that have not been registered for halal certification, leading to confusion among Muslim consumers regarding what is permissible to consume according to sharia law. This issue highlights the need for clear information on halal products to help Muslim consumers make informed choices when visiting coffee shops. Therefore, the purpose of this study is to examine the effect of halal brand awareness, viral marketing, and service quality on the brand image of coffee shops in Tasikmalaya City. The study uses a quantitative approach with a survey method. Data were collected through questionnaires, which were distributed both online and directly to Muslim generation Z coffee shop consumers in Tasikmalaya City, with a total of 131 respondents. The sampling method used was purposive sampling. Data analysis was conducted using the Structural Equation Modeling (SEM) technique with the help of SmartPLS 4 software. The results of the study indicate that halal brand awareness, viral marketing, and service quality have a positive and significant effect on the brand image of coffee shops in Tasikmalaya City. These findings suggest that improving halal brand awareness, leveraging viral marketing strategies, and providing excellent service quality are essential for enhancing the brand image and attracting more Muslim consumers to coffee shops in the city.
Training to fulfill economic scale targets for UMKM products in Batujajar Transit Apartment through digital marketing Putri Widyanti Harlina; Adhi Prapaskah Hartadi; Elazmanawati Lembong; Endah Wulandari
Community Empowerment Vol 9 No 12 (2024)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/ce.12113

Abstract

Micro, Small and Medium Enterprises (MSMEs) have a significant role in supporting economic and industrial growth. However, there are still a number of problems that need to be overcome so that MSMEs can make optimal use of technology to increase business efficiency. One of the problems faced by MSMEs is choosing the right e-commerce platform for online promotion and marketing so this service program aims to provide information in the form of counseling and training regarding digital marketing, so that by choosing the appropriate platform, MSMEs can optimize their online marketing strategy. them, reach a more precise target audience, and increase consumer satisfaction. The service method is carried out through lectures, discussions and training regarding digital marketing. The results of the service show that the group of participants who live in Batujajar transit apartments have an increased understanding regarding the importance of digital marketing, which is reflected in the participants' positive feedback during discussion and Q&A section as well as their interest in applying digital marketing concepts in MSME businesses in Batujajar transit apartments. Furthermore, at the end of this service activity, partners can continue to increase awareness of the importance of understanding and mastering knowledge about digital marketing so that they can help MSMEs reach a wider target market, increase product visibility, and increase sales significantly.
Socialization regarding the legality and distribution permits for food products UMKM in Batujajar Transit Apartment, West Bandung Regency Putri Widyanti Harlina; Elazmanawati Lembong; Endah Wulandari; Adhi Prapaskah Hartadi
Community Empowerment Vol 10 No 1 (2025)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/ce.12115

Abstract

In the business world, especially in Micro, Small, and Medium Enterprises (MSMEs), business legality and distribution permits are crucial aspects. Business legality refers to the legal status of a business, while a distribution permit is an official approval from the government to market a product or service. Both not only fulfill legal administrative requirements but also provide benefits and protection to business actors. The purpose of this community service is to socialize the importance of business legality and distribution permits for MSME food products to participants at the Batujajar Transit Apartment in West Bandung Regency. The methods used include lectures, discussions, and socialization related to both aspects. This activity succeeded in increasing participants' understanding of the importance of business legality and distribution permits. This increase is reflected in the positive feedback from participants, who actively asked about the permit processing process and expressed their intention to ensure business legality before launching a product. At the end of the activity, partners showed increased concern for business legality, which is expected to provide protection when marketing products and enhance public trust, allowing MSME businesses to develop further.
Pengaruh Sertifikat Halal, Kualitas Produk dan Strategi Pemasaran Terhadap Penjualan Produk Makanan Home Industry Sania Rizki Maharani; Cupian Cupian; Adhi Prapaskah Hartadi
Jurnal Ekonomi dan Pembangunan Indonesia Vol. 3 No. 2 (2025): Mei : Jurnal Ekonomi dan Pembangunan Indonesia
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jepi.v3i2.1332

Abstract

This study focuses on examining the impact of halal certification, product quality, and marketing strategy on the sales of Home Industry food products. A descriptive quantitative approach was adopted to analyze the relationship between variables. Data were collected through questionnaires distributed to 170 respondents who were food product business actors Home Industry in Sariwangi District, Tasikmalaya Regency, West Java Province. The collected data were analyzed using the Structural Equation Modeling method with a Partial Least Squares (PLS-SEM) approach. The results show that both halal certification and marketing strategy have a significant positive effect on sales of Home Industry food products. Meanwhile, product quality does not show a significant effect on sales. The study also indicates that halal certification has the strongest influence on sales compared to the other variables.
RANCANGAN  STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN BRAND AWARENESS PRODUK KOPI MELALUI PAID SOSIAL MEDIA MARKETING (STUDI KASUS PADA UMKM BERORIENTASI EKSPOR NOMAR KOPI ROASTERY DI JATINANGOR) Adelia, Chalista Rafa; Adhi Prapaskah Hartadi
Integrative Perspectives of Social and Science Journal Vol. 2 No. 03 Juni (2025): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

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

Abstract

Penelitian ini bertujuan untuk merancang strategi pemasaran digital yang efektif guna meningkatkan brand awareness produk kopi melalui paid social media marketing, dengan fokus pada UMKM berorientasi ekspor, Nomar Kopi Roastery di Jatinangor. Brand awareness merupakan faktor krusial dalam menciptakan kesadaran masyarakat terhadap merek dan produk yang ditawarkan, terutama di pasar global yang semakin kompetitif. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara dengan pemilik dan tim pemasaran Nomar Kopi Roastery, serta analisis terhadap strategi pemasaran yang telah diterapkan sebelumnya. Berdasarkan analisis yang dilakukan, ditemukan bahwa penggunaan platform media sosial berbayar, seperti Facebook Ads dan Instagram Ads, dapat menjadi solusi efektif untuk meningkatkan visibilitas dan keterlibatan konsumen dengan produk kopi. Penelitian ini menyarankan perancangan kampanye pemasaran yang tersegmentasi dengan baik, pemilihan influencer yang tepat, dan konten yang menarik sesuai dengan preferensi audiens target. Selain itu, hasil penelitian ini memberikan rekomendasi tentang pentingnya pengukuran dan evaluasi kinerja kampanye digital secara berkala guna mengoptimalkan strategi pemasaran yang diterapkan. Diharapkan, dengan penerapan strategi ini, Nomar Kopi Roastery dapat meningkatkan brand awareness, memperluas pasar ekspor, serta meningkatkan penjualan produk kopi secara signifikan.
Rancangan Strategi Pemasaran Media Sosial Melalui Fitur Instagram Story untuk Meningkatkan Brand Awareness dan Brand Engagement pada Perusahaan Rocket Digital dengan Pendekatan A-T-R (Awareness- Trial-Reinforcement) Zahra, Laytisa Khairun Nisa Az; Hartadi, Adhi Prapaskah
Jurnal Inovasi Global Vol. 2 No. 12 (2024): Jurnal Inovasi Global
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jig.v2i12.242

Abstract

Teknologi yang semakin tinggi tentu mengakibatkan pergeseran di berbagai sektor contohnya adalah bidang pemasaran. Salah satu inovasi yang paling terlihat adalah sosial media, yang sekarang memainkan peran penting dalam strategi pemasaran perusahaan untuk meningkatkan pangsa pasar dan meningkatkan kesadaran merek dan penjualan. Penelitian ini bertujuan untuk membuat strategi pemasaran yang lebih baik dengan menggunakan fitur Instastory akun Instagram Rocket Digital, yang aktif sejak April 2023, untuk meningkatkan brand awareness dan interaksi dengan audiens. Rocket Digital menghadapi masalah kurangnya brand awareness dari para audiensnya, seiring dengan pesatnya kemajuan teknologi dan penggunaan media sosial dalam pemasaran. Dalam penelitian ini, pendekatan Awareness, Trial, and Reinforcement (ATR) digunakan untuk merancang konten yang dapat meningkatkan engagement dan brand awareness. Analisis engagement Instastory @rocketdigital_official dan wawancara dengan tim internal menghasilkan data yang digunakan untuk membuat konten yang relevan dan bermanfaat. Teori ATR digunakan sebagai dasar untuk rancangan konten Instastory, yang membagi 32 konten menjadi tiga tahap: Awareness, Trial, dan Reinforcement. Untuk memastikan bahwa setiap konten memiliki variasi dan daya tarik visual, referensi desain dan fitur konten diambil dari akun seperti Pinterest, @7preneur, @olakses.id, @plugo, dan lainnya.
The Influence of Hedonic Motivation on Online Purchase Intention: The Mediating Role of Information Availability Among University Student in Bandung Duki, Ahmad Zufar Aptawangsa; Namuri, Diana Sari; Hartadi, Adhi Prapaskah
SENTRALISASI Vol. 15 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i1.4944

Abstract

This study aims to examine the effect of hedonic motivation on online purchase intention (OPI) among university students in Bandung who represent a large segment of digital natives, while also analyzing the mediating role of information availability. Data were collected through an online questionnaire consisting of 18 indicators and obtained 228 valid responses. The analysis was conducted using Partial Least Squares Structural Equation Modeling with SmartPLS 4. The results of the measurement model confirmed that all constructs met the requirements for convergent validity, discriminant validity, and reliability. Among the dimensions of hedonic motivation, gratification shopping emerged as the strongest predictor, while social shopping showed weaker influence. These findings highlight the importance of emotional satisfaction and enjoyable shopping experiences in shaping students’ online purchase behavior. This study contributes to the literature on digital consumer behavior and provides practical implications for e-commerce platforms to strengthen hedonic values, particularly through strategies that integrate social interaction to increase purchase intention among young consumers. Future research is encouraged to include other constructs such as utilitarian motivation, e-service quality, and electronic word of mouth, as well as broader samples to improve external validity.
Co-Authors Adelia, Chalista Rafa Alwan Azis Mustafa Cupian Cupian Dara Sagita Triski Duki, Ahmad Zufar Aptawangsa Elazmanawati Lembong Endah Wulandari Imas Soemaryani Joeliaty Joeliaty Namuri, Diana Sari Pauziah, Deyanti Putri Widyanti Harlina Sania Rizki Maharani Zahra, Laytisa Khairun Nisa Az