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All Journal Jurnal Pengabdian kepada Masyarakat International Journal of Economics (IJEC)
M.Oktaviannur
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Analysis of the Influence of Atom Peanut Product Marketing Strategy on Purchase Decision of Small and Medium Enterprises (SMEs) (Study at CV Ud Sanjaya in Natar, South Lampung) saputra, agung syawal; M.Oktaviannur
International Journal of Economics (IJEC) Vol. 4 No. 2 (2025): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i2.1264

Abstract

The purpose of this research is to examine how the 7P marketing mix strategy (product, price, promotion, place, people, process, and physical evidence) impacts consumer decisions to purchase peanuts at CV UD Sanjaya in Natar, South Lampung. This study uses a quantitative approach that combines descriptive and verificative techniques, along with purposive sampling for a sample of 100 respondents. Data were analyzed using multiple linear regression after questionnaires were collected from November to December 2024. With an R Square value of 0.855, this study's findings demonstrate that all seven Ps of the marketing mix significantly impact consumers' decisions to buy, indicating that the independent variables are responsible for 85.5% of the variation in purchasing decisions. Partially, all dimensions of the marketing mix show a significant influence with a significance value of < 0.05, where Physical Evidence has the strongest influence (β = 0.540). This study provides practical implications for the development of SME marketing strategies and suggests the importance of an integrated marketing approach that considers all the elements of the marketing mix to enhance consumer purchasing decisions
PELATIHAN DAN PENDAMPINGAN PEMBUATAN BATIK ECO PRINT SEBAGAI PELUANG HOME INDUSTRY KREATIF DI DESA TANJUNG SARI, LAMPUNG SELATAN M.Oktaviannur; Dora Rinova; Hanindyalaila Pienrasmi; Irsandi , Irsandi; Meyrani Ananta Putri
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 3: Agustus 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jabdi.v4i3.8333

Abstract

Kegiatan Pemberdayaan Masyarakat yang dilakukan di Desa Tanjung Sari, Lampung Selatan ini bertujuan untuk memberdayakan ibu rumah tangga setempat melalui peningkatan keterampilan dalam industri kreatif yang ramah lingkungan. Batik eco print dipilih karena menggunakan bahan-bahan alami yang mudah diakses di lingkungan sekitar, serta memiliki potensi pasar yang menjanjikan.Metode pelatihan yang digunakan meliputi pemberian materi dan praktik langsung selama lima hari, dengan fokus pada teknik dasar pembuatan batik eco print dan penggunaan pewarna alami. Setelah pelatihan, peserta mendapatkan pendampingan intensif selama tiga bulan untuk memastikan penerapan teknik yang benar dan pengembangan produk yang konsisten. Program ini tidak hanya meningkatkan keterampilan dan membuka peluang usaha baru bagi masyarakat Desa Tanjung Sari, tetapi juga berkontribusi dalam pelestarian lingkungan melalui penggunaan bahan-bahan alami. Dengan dukungan yang berkelanjutan, diharapkan program ini dapat menjadi kegiatan pemberdayaan masyarakat yang berkelanjutan dan berdaya guna
Co-Authors Dora Rinova Hanindyalaila Pienrasmi Irsandi , Irsandi Meyrani Ananta Putri saputra, agung syawal