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All Journal Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Nanggroe: Journal Of Scholarly Service Nanggroe: Journal of Scholarly Service
Budhi Heriyanto, Agustinus Yanuar
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Transformasi Es Cendol Kekinian melalui Inovasi Produk dan Strategi Viral pada UMKM Es Cincau Rohana di Rempoa, Ciputat Timur Budhi Heriyanto, Agustinus Yanuar; Rojikun, Ahmad; M, Murniwati; Sarina, Yusra
Nanggroe: Jurnal Pengabdian Cendikia Vol 4, No 2 (2025): May 2025
Publisher : Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.15514811

Abstract

Program pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing UMKM “Es Cincau Rohana” di Rempoa, Ciputat Timur, melalui inovasi produk dan strategi pemasaran digital. Usaha ini menghadapi tantangan berupa minimnya varian produk, keterbatasan kemasan yang menarik, serta belum optimalnya pemanfaatan media sosial sebagai sarana promosi. Kegiatan ini dilaksanakan melalui pendekatan partisipatif, dimulai dari analisis kebutuhan mitra, pelatihan inovasi produk, pengembangan identitas merek, hingga pendampingan pemasaran berbasis konten viral. Hasil kegiatan menunjukkan peningkatan kesadaran mitra terhadap pentingnya pengembangan rasa, desain kemasan, dan interaksi digital dengan konsumen. Strategi bauran pemasaran 7P turut memperkuat pemahaman mitra dalam mengelola usaha secara berorientasi pasar. Program ini membuktikan bahwa integrasi inovasi sederhana dan strategi digital mampu mendorong pertumbuhan UMKM secara berkelanjutan dan relevan di era ekonomi kreatif. Kegiatan ini juga berpotensi menjadi model pemberdayaan bagi pelaku usaha mikro lainnya di wilayah sekitarnya.
Transformasi Es Cendol Kekinian melalui Inovasi Produk dan Strategi Viral pada UMKM Es Cincau Rohana di Rempoa, Ciputat Timur Budhi Heriyanto, Agustinus Yanuar; Rojikun, Ahmad; M, Murniwati; Sarina, Yusra
Nanggroe: Jurnal Pengabdian Cendikia Vol 4, No 2 (2025): May 2025
Publisher : Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.15514811

Abstract

Program pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing UMKM “Es Cincau Rohana” di Rempoa, Ciputat Timur, melalui inovasi produk dan strategi pemasaran digital. Usaha ini menghadapi tantangan berupa minimnya varian produk, keterbatasan kemasan yang menarik, serta belum optimalnya pemanfaatan media sosial sebagai sarana promosi. Kegiatan ini dilaksanakan melalui pendekatan partisipatif, dimulai dari analisis kebutuhan mitra, pelatihan inovasi produk, pengembangan identitas merek, hingga pendampingan pemasaran berbasis konten viral. Hasil kegiatan menunjukkan peningkatan kesadaran mitra terhadap pentingnya pengembangan rasa, desain kemasan, dan interaksi digital dengan konsumen. Strategi bauran pemasaran 7P turut memperkuat pemahaman mitra dalam mengelola usaha secara berorientasi pasar. Program ini membuktikan bahwa integrasi inovasi sederhana dan strategi digital mampu mendorong pertumbuhan UMKM secara berkelanjutan dan relevan di era ekonomi kreatif. Kegiatan ini juga berpotensi menjadi model pemberdayaan bagi pelaku usaha mikro lainnya di wilayah sekitarnya.
Examining the Effects of Service Quality, Customer Satisfaction, and Marketing Communication on Customer Loyalty in Consumer Finance Budhi Heriyanto, Agustinus Yanuar; Helena Louise Panggabean
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 6 No. 2 (2025): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v6i2.3174

Abstract

The consumer finance industry in Indonesia has become increasingly competitive due to the rapid growth of non-bank financial institutions and the widespread adoption of digital technology. The increasingly intense competition in the financial services industry requires companies to deliver high-quality services efficiently in order to enhance customer satisfaction and loyalty. In the context of consumer finance, rapid business expansion is often prioritized, while critical factors such as service quality, customer satisfaction, and effective marketing communication receive less attention. However, these factors play a crucial role in sustaining long-term customer loyalty and competitive advantage. This study aims to examine the effects of service quality, customer satisfaction, and marketing communication on customer loyalty in the consumer finance sector. Data were collected using a structured questionnaire administered to 100 customers of a consumer finance company in Indonesia. Multiple linear regression analysis was employed, along with tests of the coefficient of determination and hypothesis testing using SPSS 26.0. The results indicate that service quality, customer satisfaction, and marketing communication have a significant and positive effect on customer loyalty, with an adjusted R² value of 69.8%. The t-test results confirm the individual significance of each independent variable, while the F-test demonstrates the overall robustness of the regression model. These findings highlight the importance of strengthening service quality, enhancing customer satisfaction, and implementing effective marketing communication strategies to foster customer loyalty in the consumer finance industry.
Driving Brand Growth in the Global FMCG Hydration Category: an Integrated Model of Ecosystem Strategy, Consumer Engagement, and IMC with Brand Experience as a Mediator Budhi Heriyanto, Agustinus Yanuar; Antonius Bramantyo Indra Jaya
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 1 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i1.3396

Abstract

The fast-moving consumer goods (FMCG) industry is experiencing rapid transformation driven by evolving consumer behavior, increasing health awareness, and growing demand for personalized and meaningful brand interactions. In this competitive environment, firms are shifting from product- and price-based competition toward integrated, relationship-oriented strategies aimed at creating sustainable brand growth. This study examines the effects of ecosystem-based marketing strategy, consumer engagement, and integrated marketing communication (IMC) on brand growth, with brand experience as a mediating variable in the FMCG industry. Data were collected from 100 respondents and analyzed using PLS-SEM with a Hierarchical Component Model (HCM). The results show that ecosystem strategy significantly affects consumer engagement (β = 0.72), brand experience (β = 0.45), and brand growth (β = 0.21). Consumer engagement influences brand experience (β = 0.40) and brand growth (β = 0.28), while brand experience strongly affects brand growth (β = 0.35). IMC also significantly impacts brand experience (β = 0.38) and brand growth (β = 0.22). The model demonstrates strong explanatory power (R² = 0.61–0.68). Mediation analysis confirms that consumer engagement and brand experience jointly mediate the relationship between marketing strategies and brand growth. These findings indicate that brand growth is driven by a multi-stage process involving engagement and experiential mechanisms.
Co-Authors Antonius Bramantyo Indra Jaya Helena Louise Panggabean M, Murniwati Rojikun, Ahmad Sarina, Yusra