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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Parta: Jurnal Pengabdian Kepada Masyarakat
Lupita, Taristania
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Peningkatan Penjualan Melalui Inovasi Merek dan Pelatihan Pemasaran Digital Bagi UMKM Desa Warnajati Kec. Cibadak, Kab. Sukabumi Pramestidewi, Chandra Ayu; Andari , Titiek Tjahja; Yulianingsih, Yulianingsih; Selvia, Dina; Lupita, Taristania; Yanti , Riska Putri; Zeviana, Zeviana
Parta: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2024)
Publisher : Universitas Pendidikan Nasional

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Abstract

UMKM Keripik Bapak Yudi dan Ibu Sarmilah di Desa Warnajati menghadapi penurunan penjualan karena minimnya pengetahuan tentang pemasaran digital. Untuk mengatasi hal ini, diperlukan perubahan model promosi yang dapat membantu UMKM mempertahankan usaha mereka. Melalui perkembangan teknologi, media sosial menjadi pilihan yang populer dan berpotensi besar sebagai sarana promosi. Program pengabdian ini bertujuan memberikan wawasan tentang pentingnya media sosial untuk promosi, dengan pendampingan dalam desain dan inovasi merek. Metode yang digunakan adalah pendekatan Asset-Based Community Development (ABCD), yang berfokus pada identifikasi, penguatan, dan pemanfaatan sumber daya lokal untuk meningkatkan kesejahteraan masyarakat. Hasil dari kegiatan ini meliputi peningkatan pemahaman pemilik UMKM tentang media sosial, terciptanya desain dan inovasi merek, pembuatan akun WhatsApp Business, serta peningkatan keterampilan dan penjualan produk mereka.
Customer Satisfaction as a Mediator of Service Quality and Experiential Marketing on Online Transportation Loyalty Asmin, Erny Amriani; Yulianingsih, Yulianingsih; Lupita, Taristania
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 2 (2026): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i2.5167

Abstract

Purpose: This study analyzes the direct and mediating influences of service quality, experiential marketing, and customer satisfaction on brand loyalty in the context of online transportation services in Bogor City. Methodology/approach: Using a quantitative approach, data were obtained from 100 respondents determined using the Lemeshow formula and purposive sampling. The questionnaires were administered directly to the users of online transportation services. The collected data were analyzed using descriptive, associative, and path analysis techniques in SPSS version 25. Results/findings: The findings indicate that both service quality and experiential marketing significantly impact customer satisfaction and brand loyalty. In addition, customer satisfaction has a positive influence on brand loyalty. However, customer satisfaction only served as a mediating variable in the relationship between experiential marketing and brand loyalty, and not in the relationship between service quality and brand loyalty. Conclusions: Service quality and experiential marketing are crucial for enhancing customer satisfaction and brand loyalty. Positive experiences are stronger drivers of satisfaction and loyalty. Limitations: The use of purposive sampling, a relatively small sample size, and the study’s focus on Bogor City may limit its generalizability. Contributions: This study provides empirical evidence of the mediating role of customer satisfaction and practical insights for service providers to improve customer experience. This study also enriches the consumer behavior literature by emphasizing the role of experiential marketing and satisfaction in fostering brand loyalty.
Co-Authors Chandra Ayu Pramestidewi Erny Amriani Asmin Selvia, Dina Titiek Tjahja Andari Yanti , Riska Putri Yulianingsih, Yulianingsih Zeviana, Zeviana