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All Journal Jurnal Abdimas Bina Bangsa Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Journal of Sustainable Community Service Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Pramesti, Hasti
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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PELATIHAN PENGEMBANGAN MANAJEMEN SUMBER DAYA MANUSIA DAN KUALITAS PELAYANAN UNTUK MENINGKATKAN PRODUKTIVITAS PADA PABRIK KUDA TANDANG OLAHAN SNACK KOTA SUMEDANG Pramesti, Hasti; Dewi, Ade Nurhayati; Mawardi, Amna; Chrisulianti, Rizki; Winarni, Riani
Jurnal Abdimas Bina Bangsa Vol. 6 No. 1 (2025): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v6i1.1675

Abstract

This community service aims to develop human resource (HR) management and improve service quality to increase productivity at Kuda Tandang Factory, a traditional snack producer in Sumedang City. Since its establishment in 2013, the company has faced challenges in HR management and service quality that affect production efficiency and product quality. With increasingly tight competition in the processed food sector, Kuda Tandang Factory needs to develop HR management strategies and improve services to maintain competitiveness in the market. The proposed program includes HR needs analysis, technical and managerial training, development of a performance management system, and periodic performance evaluation. The results of the community service show significant improvements in employee skills, operational efficiency, and service quality, which have an impact on increasing productivity by up to 20% and increasing customer satisfaction. This community service highlights the importance of effective HR management and good service quality to drive competitiveness in the SME sector, and offers a model that can be adapted by other SMEs in the processed food industry.
BUSINESS SUSTAINABILITY STRATEGY FOR MSMEs THROUGH DIGITAL MARKETING OPTIMIZATION AND PRODUCT INNOVATION Pramesti, Hasti; Jaya, Umban Adi; Albar, Fauzan Manafi; Chrisulianti, Rizki; Wulandari, Dwiwahjuni
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 4 (2025): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i4.932

Abstract

This research aims to explore the influence of digital marketing and innovative products on the long-term success of small and medium-sized enterprises in the Greater Sukabumi region. Digital marketing is defined as an effective and efficient method of promoting products through digital channels, while product innovation focuses on developing or refining products to meet the changing needs of the market. The research method involved 35 culinary MSME players who use at least one digital marketing application, with data collection through questionnaires. The analysis of the data involved a thorough examination of validity and reliability, complemented by multiple linear regression analysis. The study's findings reveal that digital marketing significantly influences the sustainability of business operations, evidenced by a regression coefficient of 0.284. Furthermore, the research highlights that product innovation exerts an even more profound effect on business success, as indicated by a coefficient of 0.447. The F test showed that the overall regression model was significant, with an F value of 59.279 (p < 0.001). These findings are consistent with the literature showing that digital marketing adoption and product innovation are key factors in improving MSME competitiveness and performance. This study recommends improving access to technology and digital training for MSMEs, as well as collaboration with educational institutions to encourage product innovation. The limitations of this study lie in the limited number of samples and the absence of in-depth analysis of other factors that affect business continuity.
Integrating AI and Digital Marketing to Increase Generation Z's Purchasing Interest Jaya, Umban Adi; Pramesti, Hasti; Albar, Fauzan Manafi; Mbunai, La Ode; Kusumadewi, Ade Nurhayati
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 5 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v5i1.1954

Abstract

AI and digital marketing are essential components in modern marketing strategies that can enhance efficiency and personalize consumer experiences. AI is used for data analysis, content personalization, chatbots, and market trend prediction, while digital marketing involves marketing through digital platforms such as social media, email, and search engines. This study examines the influence of Artificial Intelligence (AI) and digital marketing on consumer purchase intention, particularly among Generation Z in Sukabumi City. The study utilized an associative methodology combined with a quantitative strategy, gathering information through online surveys from a sample of 100 participants. The data was then analyzed using SEM with PLS. The findings of the research indicate that AI and digital marketing play a crucial role in shaping consumer intentions to make purchases. AI enhances ad relevance and consumer satisfaction, while digital marketing enables companies to reach a wider and more diverse audience. The integration of AI in digital marketing has proven to increase personalization, sales conversion, and customer loyalty. The R-Square value for the consumer purchase intention construct is 0.821, indicating that the model used has good capability in explaining variations in consumer purchase intention. These findings confirm the importance of implementing AI and digital marketing in marketing strategies to increase consumer purchase intention and achieve optimal results.
Community Service Collaboration of Higher Education Institutions: Integrating Technology in Promoting Baduy Luar Ecotourism as an Effort for Local Potential-Based Development Jaya, Umban Adi; Pramesti, Hasti; Mawardi, Amna; Raspati, Galih; Hamdallah, Farhan
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 5 No. 4 (2025): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v5i4.1054

Abstract

The Baduy Luar community in Lebak Regency, Banten, possesses unique cultural assets and significant potential in handicrafts, agriculture, and culture-based ecotourism. This Community Service Program (PKM) was conducted in Baduy Luar, Lebak Regency, Banten, with the aim of enhancing digital literacy and entrepreneurial capacity among the local community to support the promotion of cultural-based ecotourism. The Baduy Luar community possesses great potential in handicrafts, agriculture, and tourism, yet still faces limitations in digital promotion and tourism management. This program applied a participatory and contextual approach involving 70 participants, including youth, MSME actors, and ecotourism practitioners. The experiential learning method enabled participants to learn through direct practice, covering smartphone use, tourism documentation, and promotion via social media platforms such as Instagram, TikTok, YouTube, WhatsApp Business, and Facebook. The results showed significant improvement in the community’s skills in utilizing digital technology for ecotourism promotion and cultural documentation. Furthermore, a positive synergy was established between universities and the local community, where academics acted as facilitators of digital knowledge while the community members served as the main actors in implementing digital-based promotion. This program contributed not only to enhancing technical skills but also to preserving cultural identity through digital documentation. In the long term, the program is expected to increase community income, sustain community-based tourism promotion, and strengthen local economic independence aligned with the cultural values of the Baduy Luar.
Co-Authors Ade Nurhayati Kusumadewi Albar, Fauzan Manafi Amna Mawardi Chrisulianti, Rizki Dewi, Ade Nurhayati Galih Raspati hamdallah, farhan Mbunai, La Ode Umban Adi Jaya Winarni, Riani Wulandari, Dwiwahjuni