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All Journal Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Community Development Journal: Jurnal Pengabdian Masyarakat
Wen, Valeria Griselda
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Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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From Perception to Purchase: How Price, Brand Image, and Technology Shape Consumer Choices Soetjipto, Audrey Hans; Lie, Michelle Gabriel; Halim, Valencia Thania; Wen, Valeria Griselda; Juliana, Juliana
Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Vol 9, No 1 (2025): April 2025
Publisher : Center for Research and Community Service (LPPM) University of Abulyatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30601/humaniora.v9i1.6237

Abstract

The rapid advancement of digital Technology has transformed consumer purchasing behaviour, particularly in the coffee industry. This study aims to examine the impact of technology use, brand image, and perceived price on purchase decisions among customers of Tomoro Coffee. Using a quantitative method approach, this research employs purposive sampling to select respondents who have made at least one purchase through digital platforms, such as mobile apps, social media, or self-service kiosks at Tomoro Coffee outlets. Data were collected through an online questionnaire distributed to 160 respondents and analyzed using Structural Equation Modeling (SEM) to assess the relationships among variables.The findings reveal that Technology use significantly enhances purchase decisions by improving convenience and transaction efficiency. Additionally, brand image influences consumer trust and preference, reinforcing loyalty toward Tomoro Coffee. Meanwhile, perceived price has a moderate effect on purchase decisions, suggesting that while pricing remains a key factor, consumers are willing to pay a premium for quality and digital convenience. These results highlight the increasing importance of digital transformation in the coffee industry and suggest that businesses should optimize their technology-driven marketing strategies while maintaining strong brand positioning.This study contributes to marketing literature by integrating technology adoption, brand perception, and pricing strategies in the context of modern consumer behaviour. Future research could explore additional variables like service quality and customer experience to provide a more comprehensive understanding of digital consumer decision-making.
PELATIHAN PEMBUATAN PATISERI BERBASIS MOCAF DAN DAUN SINGKONG DI KAMPUNG CIREUNDEU Febrilian, Katryn; Adi, Amanda; Wen, Valeria Griselda; Juliana, Juliana; Mulyono, Stephanie Theodora
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 6 (2025): Vol. 6 No. 6 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i6.53193

Abstract

Kegiatan pengabdian kepada masyarakat ini dilatarbelakangi oleh rendahnya pemanfaatan bahan pangan lokal, khususnya tepung mocaf dan daun singkong, di Kampung Adat Cireundeu. Padahal, kedua bahan tersebut memiliki potensi besar untuk dikembangkan menjadi produk bernilai ekonomi, terutama dalam bentuk patiseri. Minimnya keterampilan masyarakat dalam teknik pengolahan modern menjadi alasan diperlukannya pelatihan yang dapat meningkatkan pengetahuan dan kemampuan teknis masyarakat. Kegiatan ini dilaksanakan melalui beberapa metode, yaitu pendidikan masyarakat melalui penyuluhan, pelatihan berbasis praktik (learning by doing), difusi ipteks melalui modul dan demonstrasi, mediasi untuk penyelesaian kendala teknis, serta advokasi dalam bentuk pendampingan pasca-pelatihan. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan masyarakat dari 91,32% menjadi 99,33% setelah pelatihan, serta meningkatnya keterampilan peserta dalam memproduksi Putu Ayu Daun Singkong secara mandiri. Peserta juga memberikan respon sangat baik dengan skor kepuasan rata-rata 4,59. Produk yang dihasilkan dan modul pelatihan berfungsi sebagai luaran yang menunjang keberlanjutan program. Temuan ini menunjukkan bahwa pelatihan berbasis praktik merupakan pendekatan efektif untuk meningkatkan kompetensi masyarakat dan membuka peluang usaha berbasis pangan lokal.
Co-Authors Adi, Amanda Febrilian, Katryn Halim, Valencia Thania Juliana Juliana Lie, Michelle Gabriel Mulyono, Stephanie Theodora Soetjipto, Audrey Hans