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All Journal Jurnal Pengabdian Masyarakat Nusantara Economy Bring Ultimate Information All About Development Journal
Kania Indraswari, Dara
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Humanities Economics, Econometrics & Finance Social Sciences

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Pelatihan Branding Digital dan Repackaging Produk UMKM di Desa Pilanjau Nurhidayati, Safitri; Adi Purwanto, Sayugo; Kania Indraswari, Dara; Sulpadli, Sulpadli; Nurhaliza, Nurhaliza
Jurnal Pengabdian Masyarakat Nusantara (JPMN) Vol. 5 No. 1 (2025): Februari - Juli 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jpmn.v5i1.4893

Abstract

Given the increasingly competitive nature of the workplace and business world, micro, small, and medium-sized enterprises (MSMEs) are being challenged to adapt to technological advancements, evolving mindsets, and consumer preferences in today's modern era. Current evidence suggests that many MSMEs have yet to address digital branding and product repackaging. Digital branding is the process of creating and managing a brand's identity and reputation online. This process involves using various digital channels and tools to promote a brand, engage customers, and build a strong online presence. Repackaging refers to the act of putting something into new packaging or a new container. It is the process of changing a product's original packaging, often for various strategic reasons. The Pilanjau Village MSME Product Digital Branding and Repackaging Training was successfully implemented and received a positive response from the participants, the majority of whom were local MSMEs. Through this activity, participants gained fundamental knowledge and practical skills regarding the importance of digitally building a brand identity (branding) and how to repackage products to create a more attractive and professional appearance. This training successfully opened participants' minds to the fact that branding and packaging are not merely about appearance, but are strategic elements in increasing product competitiveness in the modern marketplace, both offline and online. Going forward, further mentoring is needed to ensure participants can consistently implement the knowledge gained in their businesses.
PENGARUH PROMOSI DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL INTERVENING PADA DEPARTEMENT STORE MIROTA KAMPUS YOGYAKARTA: PENGARUH PROMOSI DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL INTERVENING PADA DEPARTEMENT STORE MIROTA KAMPUS YOGYAKARTA Kania Indraswari, Dara
ECO-BUILD Economy Bring Ultimate Information All About Development Journal
Publisher : Prodi Ekonomi Pembangunan, Universitas Muhammadiyah Berau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35915/ej.v7i2.841

Abstract

This study aimed to analyze the effect of promotions and store atmosphere against impulse buying either directly or through an intervening variable that is shopping emotion. The object of this research is the department store Mirota Campus Yogyakarta. This study using purposive sampling method. The samples used were 100 samples. The type of data in this research is the primary data where the data was obtained directly from the source using a questionnaire as an instrument in the study. This study uses SPSS with path analysis as a research model. The results showed that the store atmosphere affect consumers in making impulse buying either directly or through an intervening variable. While the promotion does not significantly influence consumer behavior in doing impulse buying. Shopping emotion as an intervening variable mediating variables only store atmosphere while the promotion is not.
Co-Authors Adi Purwanto, Sayugo Nurhaliza, Nurhaliza NURHIDAYATI, SAFITRI Sulpadli, Sulpadli