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All Journal Journal Koperasi Dan Manajemen SWAGATI: Journal of Community Service IPSSJ
Ninis Umnastuti
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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PENGARUH PENGETAHUAN PRODUK RAMAH LINGKUNGAN PADA NIAT BELI PRODUK FLORIST RAMAH LINGKUNGAN Ninis Umnastuti; Bayu Aritejo
Integrative Perspectives of Social and Science Journal Vol. 2 No. 2 Maret (2025): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

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Abstract

Penelitian ini didasari oleh kepedulian terhadap permasalahan lingkungan, yang mendorong perkembangan gaya hidup sehat dan ramah lingkungan. Dalam rangka mengikuti perkembangan ini, pelaku bisnis perlu menyediakan produk yang ramah lingkungan, namun masih banyak konsumen yang belum sepenuhnya mengetahui dan memahami mengenai produk tersebut. Oleh karena itu, penting bagi pelaku bisnis untuk aktif menyebarkan informasi tentang produk ramah lingkungan guna meningkatkan pengetahuan konsumen. Pada penelitian ini memiliki tujuan untuk menguji dan menganalisis pengaruh pengetahuan produk ramah lingkungan pada niat beli produk florist ramah lingkungan. Dengan meningkatnya pengetahuan konsumen, diharapkan dapat mempengaruhi proses pengambilan keputusan konsumen untuk membeli produk ramah lingkungan.  Penelitian ini menggunakan metode survei untuk mengumpulkan data dengan menggunakan kuesioner. Pengambilan sampel dilakukan dengan metode non-probability dengan pendekatan purposive sampling. Sampel dalam penelitian ini berjumlah 205 responden yang berusia minimal 18 tahun, yang merupakan konsumen florist, dan belum pernah secara sengaja melakukan pembelian produk florist ramah lingkungan. Penelitian ini menggunakan SEM-PLS dengan alat bantu aplikasi SmartPLS 3.0.  Hasil penelitian ini menunjukkan bahwa pengetahuan produk florist ramah lingkungan ditemukan memiliki pengaruh positif pada kepercayaan terhadap produk florist ramah lingkungan dan persepsi efektivitas konsumen. Kepercayaan terhadap produk florist ramah lingkungan dan persepsi efektivitas konsumen ditemukan memiliki pengaruh positif pada niat beli produk florist ramah lingkungan. Namun, tidak adanya pengaruh moderasi persepsi harga pada hubungan antara kepercayaan terhadap produk florist ramah lingkungan, persepsi efektivitas konsumen, dan niat beli produk florist ramah lingkungan.
PENGARUH PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI ERA EKONOMI DIGITAL BAMBANG SUNTOWO; JOKO MUJI SUBAGYO; NINIS UMNASTUTI
JOURNAL KOPERASI DAN MANAJEMEN Vol 6 No 01 (2025): JOURNAL KOPERASI DAN MANAJEMEN
Publisher : STIEKOP MALANG PRESS

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Abstract Purpose – This study aims to analyze the influence of digital marketing and service quality on consumer purchase decisions in the digital economy era, both partially and simultaneously.. Design/methodology/approach – This research employs a quantitative approach with an explanatory research method. The sample consists of 120 respondents selected through purposive sampling, with criteria including having made an online purchase and being exposed to digital marketing promotions. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, t-test, F-test, and classical assumption tests to ensure the validity of the model. Findings – The results reveal that effective digital marketing strategies, such as engaging content, prompt interaction on social media, and well-targeted promotional activities, can encourage consumers to make purchase decisions. In addition, good service quality, including quick response, friendliness, and reliability, plays an important role in increasing consumer interest and confidence to buy. The combination of these two factors works synergistically to strengthen consumer purchase decisions in the digital economy era. Research limitations/implications – This study is limited to respondents residing in specific regions and only covers consumers who have actively shopped online within the past six months, which may limit the generalizability of the findings.. Originality/value – This study integrates the analysis of digital marketing and service quality simultaneously in predicting consumer purchase decisions in the digital economy era. It contributes to marketing literature by emphasizing that effective digital marketing strategies must be supported by excellent service quality to maximize their impact on purchase decisions
Enchancing SMEs Competitiveness Through Business Legality (NIB) And Digital Marketing In Tembelang Village Ninis Umnastuti; Dewi Puspitaningsih; Muhammad Arif Zikir Risky; Nurianah; Beni Sucipto; Lala Hucadinota Ainul Amri
SWAGATI : Journal of Community Service Vol. 3 No. 1 (2025): March
Publisher : Universitas AMIKOM Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24076/swagati.2025v3i1.2670

Abstract

Microenterprises owned by housewives in Tembelang Village, Jombang Regency, considerable growth potential, however they remain constrained by limited business legality and optimalization of digital technologies, which in turn restrict access to financial institutions and government support programs. This Community Service initiative aims to enhance to competitiveness of SMEs through the facilitation of Business Indentification Number (NIB) registration and the provision of digital marketing training, involving housewives engaged in microenterprises as primary participants. The implementation a structured approach comprising needs assessment, training on NIB registration and digital marketing, hand on assistance until NIB issuance, and program evaluation. The findings indicate that prior to the intervention, around 80% of participants did not possess an NIB and 70% had not utilized digital platforms for marketing purposes. Following the intervention, around 70% of participants successfully abtained an NIB, while more than 60% initiated the use of social media as a marketing channel. The program contributed to improved access to funding opportunities and broader market reach. Nevertheless, several limitations were indentified, including the relatively limited duration of the training and disparities in participants technological adaptability. Overall, this initiative a positive contribution to strengthening business legality and the digital marketing capabilities of SMEs in a sustainable.
Co-Authors BAMBANG SUNTOWO Bayu Aritejo Beni Sucipto Dewi Puspitaningsih JOKO MUJI SUBAGYO Lala Hucadinota Ainul Amri Muhammad Arif Zikir Risky Nurianah