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All Journal Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat Journal Economic Excellence Ibnu Sina
Amelia Pristian Syah Putri
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Pengetahuan Produk terhadap Keputusan Pembelian Produk Kosmetik Yofina Bintang Cahyani; Amelia Pristian Syah Putri; Fitria Damayanti; Fitri Ariani; Rokhmad Thoriqul Hidayat; Didit Darmawan
Journal Economic Excellence Ibnu Sina Vol. 3 No. 2 (2025): Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v3i2.2776

Abstract

This study was conducted to assess the extent to which product knowledge influences consumer decisions in purchasing cosmetics by adopting a qualitative methodology with a literature study approach. This study includes the presentation of several scientific literatures, references, and theories that are closely related to the research variables. This study analyzes ten studies that focus on the study variables. The data analysis technique is carried out descriptively qualitatively in order to understand the relationship between the two variables. Based on the results of the analysis that has been carried out regarding the influence of product knowledge on purchasing decisions for cosmetic products, a positive relationship was found between the two. The study of consumer decisions in purchasing cosmetics is an interesting topic because this decision is one of the main challenges for cosmetic companies in determining the right marketing strategy. The complexity of the consumer decision-making process shows that many factors are interrelated and need to be considered. Therefore, companies need the ability to control the dynamics related to consumer behavior and adjust their business strategies to remain relevant. Understanding trends and changes in consumer purchasing patterns is an important thing that should not be ignored if the company wants to develop sustainably in the future.
Pelatihan Pemasaran Digital bagi Pengusaha Laundry untuk Meningkatkan Visibilitas dan Jangkauan Pasar di Era Digital di Desa Ngimbangan Misbachul Munir; Amelia Pristian Syah Putri; Fitri Ariani Duwi Lestari
Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat Vol. 3 No. 3 (2025): July : Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat
Publisher : Asosiasi Riset Ilmu Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/pandawa.v3i3.1918

Abstract

Digital transformation brings significant changes in the way micro, small, and medium enterprises (MSMEs) carry out marketing strategies. However, many laundry business owners in rural areas, such as in Ngimbangan Village, have not optimally utilized digital marketing to improve competitiveness. This community service activity aims to increase the digital capacity of laundry business owners through digital marketing training, in order to increase business visibility and expand market reach. This activity adopts a Participatory Action Research (PAR) approach, which involves collaboration between researchers and community members at every stage of the research process, from planning to implementation and evaluation. The implementation method includes counseling, practical training, and mentoring on the use of social media, creation of promotional content, and utilization of digital platforms. The digital marketing training activities held to increase the turnover of MSMEs digital marketing training for laundry business owners to increase visibility and expand market reach in the digital era in Ngimbangan Village, Mojosari District, Mojokerto Regency, went smoothly according to the plan that had been set. The results of the activity showed an increase in participants' understanding and skills in implementing digital marketing strategies. In addition, some participants began to actively promote their businesses through social media. This activity proves that digital marketing training can be an effective means of local economic empowerment in facing the challenges of the digital era.
Co-Authors Didit Darmawan Fitri Ariani Fitri Ariani Duwi Lestari Fitria Damayanti Misbachul Munir Rokhmad Thoriqul Hidayat Yofina Bintang Cahyani