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All Journal Kapas: Kumpulan Artikel Pengabdian Masyarakat Journal of Educational Management Research
Arohman, Afif
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Humanities Education Social Sciences Other

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Meningkatkan Kesiapan Sumber Daya Manusia Usaha Kecil Menengah Untuk Bertahan dan Tumbuh di Tengah Resesi Arohman, Afif
Kapas: Kumpulan Artikel Pengabdian Masyarakat Vol 4, No 1 (2025)
Publisher : Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30998/ks.v4i1.4175

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kesiapan Sumber Daya Manusia (SDM) pelaku Usaha Kecil Menengah (UKM) dalam menghadapi tantangan ekonomi, khususnya ancaman resesi. Program ini dilaksanakan di Gedung Perpustakaan Daerah (Perpusda) Kebumen dan dihadiri oleh anggota Rumah UMKM Kebumen. Melalui pendekatan edukatif dan partisipatif, kegiatan ini mencakup pelatihan manajemen usaha, strategi adaptasi pasar, serta penguatan kapasitas kewirausahaan. Hasil dari kegiatan ini menunjukkan adanya peningkatan pemahaman peserta terhadap pentingnya inovasi, pengelolaan keuangan yang sehat, dan kolaborasi dalam mempertahankan eksistensi serta mendorong pertumbuhan usaha di tengah ketidakpastian ekonomi. Pengabdian ini diharapkan dapat menjadi model pendampingan berkelanjutan bagi pelaku UKM dalam membangun ketahanan ekonomi lokal.
The Influence of Advertising and Product Bundling on Smartphone Purchase Intentions at Art Celluler: The Mediating Role of Customer Attitude Arohman, Afif; Wibawanto, Sigit `
Journal of Educational Management Research Vol. 4 No. 4 (2025)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v4i4.1310

Abstract

This study explores how advertising and product bundling influence smartphone purchase intention at Art Celluler, both directly and indirectly through customer attitude. Using a quantitative approach and purposive sampling, data were gathered from 100 respondents via offline questionnaires. Analysis was conducted with Structural Equation Modeling  using the Partial Least Square method in SmartPLS 4. Results reveal that advertising significantly drives purchase intention directly, but does not shape customer attitudes. In contrast, product bundling has a strong impact on both customer attitude and purchase intention. Interestingly, customer attitude itself does not significantly influence purchase intention, and the mediating role of attitude was found to be insignificant for both advertising and bundling. These findings highlight the strategic value of direct advertising in prompting immediate consumer action, while product bundling emerges as a dual-force strategy—enhancing perception and driving sales. For marketing managers, this suggests prioritizing clear, compelling promotions and bundling offers rather than relying solely on attitude-shaping campaigns. Firms in competitive retail environments can optimize their promotional mix by focusing on tangible value propositions that directly convert interest into action.
Co-Authors Wibawanto, Sigit `