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All Journal Jumat Ekonomi: Jurnal Pengabdian Masyarakat JoEMS : Journal of Education and Management Studies
Aprilia, Yayang Inggrit Putri
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Inovasi Produk dan Citra Merek: Penggerak Keputusan Pembelian pada Sentra Olahan Salak Kunara Aprilia, Yayang Inggrit Putri; Mahendri, Wisnu
JoEMS (Journal of Education and Management Studies) Vol. 8 No. 1 (2025): Februari
Publisher : Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/joems.v8i1.1462

Abstract

Salak Kunara Processing Center, a food industry in Jombang, focuses on salak processing. The rapid growth of the food and beverage industry demands product innovation and a strong brand image to compete and attract consumers. This study aims to find out how product innovation and brand image affect consumer purchase decisions at the Salak Kunara Processing Center in Kedungrejo Village, Jombang. This study used a quantitative method with a questionnaire distributed to 110 respondents. The data was analyzed with linear regression to test the hypothesis and measure how much influence these variables have. The results show that product innovation and brand image both have a positive and significant effect on purchasing decisions. This shows that sustainable product innovation and a strong brand image are essential to improve the competitiveness of local food products.
Digital Marketing sebagai Solusi Pengembangan Usaha Kripik Gadung di Desa Made Jombang Hidayat, Rohmat; Qomariyah, Siti Nur; Aziz, Abdul; Nurdiansyah, Achmad Irfan; Aprilia, Yayang Inggrit Putri; Mafaza, Arin Vina; Qotrunnada, Serliya; Ahmada, Mila; Ardiansyah, Nur Cahyo
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Desember
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/abdimasekon.v5i3.5177

Abstract

Digital marketing is a strategic approach that utilizes digital media and internet technology to promote products, services, or brands to specific target audiences. Its main objective is to achieve business goals such as increasing brand awareness, generating leads, and boosting sales through various digital platforms. This initiative aims to improve the digital marketing knowledge and skills of micro, small, and medium enterprises (UMKM) by using Shopee E-Commerce. The approach is designed to teach UMKM participants effective digital marketing techniques, equipping them with the ability to promote their products online. The community service project, under the PKM scheme, was conducted from mid-August to the end of August 2024. It included visits to the homes of UMKM members in Made Kudu Jombang Village. The program focused on digital marketing training and mentoring, utilizing Shopee E-Commerce as a platform. The method used was Participatory Action Research (PAR), which included problem identification, joint planning, action implementation, and reflection and evaluation. The results of the program led to two key conclusions: (1) The Made Village community began to understand the importance of digital marketing. It plays a crucial role in increasing market reach, enhancing brand visibility, and introducing local products to national and international markets, benefiting the growth of village UMKMs. (2) Digital marketing enables village UMKMs to reach a wider audience at a lower cost, opening up new opportunities for business expansion and growth.
Co-Authors Abdul Aziz Ahmada, Mila Ardiansyah, Nur Cahyo Mafaza, Arin Vina Mahendri, Wisnu Nurdiansyah, Achmad Irfan QOMARIYAH, SITI NUR Qotrunnada, Serliya Rohmat Hidayat