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All Journal Jurnal Dimensi Conference Proceedings International Conference on Education Innovation and Social Science Jurnal Pengabdian Masyarakat Mentari
Graceallah, Georgerius
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Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences Other

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PERAN BRAND IMAGE, KUALITAS PRODUK, DAN HARGA KOMPETITIF TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN ES KRIM AICE OLEH GEN-Z PONTIANAK Nathania, Andrea; Graceallah, Georgerius
JURNAL DIMENSI Vol 14, No 2 (2025): JURNAL DIMENSI (JULI 2025)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v14i2.7717

Abstract

The phenomenon that occurs is that AICE ice cream sales have decreased due to new players in the industry offering ice cream products with attractive characters. Brand image, product quality, and competitive price as independent variables while customer satisfaction as the dependent variable and purchasing decisions as intervening variables. Through the use of simple random sampling, this research adopts a quantitative approach and is based on primary data which is obtained from a questionnaire containing granular questions distributed to Gen-Z Pontianak. A total of 151 respondents were involved as samples in this study by utilizing data processing through IBM SPSS 26 to obtain results that can support the smooth running of this research. The findings of the study show that brand image and competitive price have a significant positive effect through purchasing decisions on customer satisfaction, product quality has a positive but insignificant effect through purchasing decisions on customer satisfaction and purchasing decisions as intervening contribute significantly to customer satisfaction.
The Effect of Service Quality, Product Attractiveness, and Customer Experience on Repurchase Intention Julianti, J; Hiong, Lauw Sun; Graceallah, Georgerius
Proceedings International Conference on Education Innovation and Social Science 2025: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

This study aims to determine the effect of Service Quality Product Attractiveness and Customer Experience on Repurchase Intention at Toss Cafe in Pontianak. This study uses a form of causal associative research with data collection techniques in the form of questionnaire distribution. The sampling technique used the quota sampling method with a sample size of 170 respondents. The data analysis technique used is the Stastical Package for Social Science (SPSS) version 23 analysis tool. Variable data testing in this study was carried out through validity test and reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination test and hypothesis testing in the form of F test and t test. the results obtained in this study are that there is a positive and significant influence between Service Quality (X1), Product Attractiveness (X2), and Customer Experience (X3) on Repurchase Intention (Y) at Toss Cafe in Pontianak.
Pembekalan Promotional Kit Pada Digital Marketing Menggunakan Aplikasi Canva: Praktik Pengabdian Pada Café Oscar Pontianak Ellin, Veronica; Hiong, Lauw Sun; Graceallah, Georgerius
Jurnal Pengabdian Masyarakat Mentari Vol. 2 No. 5 (2025): Desember
Publisher : Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpmm.v2i4.185

Abstract

Transformasi digital menuntut UMKM kuliner mengoptimalkan pemasaran digital, namun keterbatasan pemahaman, keterampilan desain grafis, dan ketiadaan promotional kit profesional menjadi kendala utama. Pengabdian masyarakat ini bertujuan menganalisis pemahaman awal pelaku usaha tentang digital marketing, melaksanakan pelatihan aplikasi Canva untuk pembuatan promotional kit, dan mengevaluasi dampaknya terhadap kemampuan mandiri pelaku usaha Café Oscar Pontianak. Metode Participatory Action Research diterapkan melalui empat tahap: analisis kebutuhan, perancangan program, pelaksanaan pelatihan 150 menit pada 26 Juli 2025, dan evaluasi pasca-pelatihan dengan pendekatan hands-on learning. Hasil menunjukkan peningkatan signifikan dalam tiga aspek: pemahaman konseptual perbedaan pemasaran konvensional-digital, penguasaan keterampilan teknis Canva untuk membuat logo, poster, dan brosur, serta kemampuan implementasi praktis menghasilkan poster promosi berkualitas profesional. Pelatihan berhasil meningkatkan kepercayaan diri dan komitmen pelaku usaha dalam merancang materi promosi mandiri berkelanjutan, sehingga direkomendasikan replikasi model pelatihan ini untuk pemberdayaan UMKM lainnya guna meningkatkan daya saing di era digital.
Co-Authors Ellin, Veronica Julianti, J Lauw Sun Hiong Nathania, Andrea