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All Journal Jurnal Mantik Jurnal Pengabdian Masyarakat (ABDIRA)
Agustini, Dwi Siwi
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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Strategi Pemasaran: Strategi Bertumbuh di Era Resesi bagi UMKM di Kebumen Agustini, Dwi Siwi; Setyawati, Harini Abrilia
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 5, No 4 (2025): Abdira, Oktober
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v5i4.687

Abstract

Amidst the global economic challenges caused by the recession, micro, small, and medium enterprises (MSMEs) in Kebumen face significant pressure in maintaining their business sustainability and growth. This training aims to equip the owners and managers of MSMEs, particularly those involved in Rukun (Rumah UMKM Kebumen), with effective and adaptive marketing strategies to thrive during the recession. The training methods include interactive workshops, case studies, and marketing simulations relevant to the local conditions in Kebumen. The results of the training indicate that participants were able to identify new market opportunities, develop creative marketing plans, and enhance their digital skills to expand their marketing reach. This training is expected to make a significant contribution to increasing the competitiveness of MSMEs in Kebumen and inspire innovative and sustainable marketing practices.
Influence service quality against customer loyalty : mediation role customer engagement Agustini, Dwi Siwi; Setyawati, Harini Abrilia
Jurnal Mantik Vol. 9 No. 3 (2025): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v9i3.6572

Abstract

This study seeks to explore how service quality influences customer loyalty, with customer engagement positioned as a mediating variable. Adopting a quantitative research design, data were obtained from a survey of 105 respondents and analyzed using SmartPLS 3 with the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The findings reveal that service quality exerts a significant positive impact on both customer engagement (? = 0.527; p < 0.001) and customer loyalty (? = 0.348; p < 0.01). Additionally, customer engagement is shown to strongly predict customer loyalty (? = 0.509; p < 0.001) and serves as a pivotal mediator in the link between service quality and loyalty (? = 0.268; p < 0.001). These results suggest that, aside from improving the technical dimensions of service delivery, companies should prioritize cultivating meaningful interactions with customers to strengthen engagement, nurture emotional bonds, and secure sustainable loyalty. The findings show that service quality brings greater impact when combined with customer engagement strategies like personalization, open communication, and community-building. Managers can apply this to boost satisfaction while building loyalty that withstands competitors. This reinforces the novelty of treating engagement as the key link between service quality and long-term business success.
Co-Authors Harini Abrilia Setyawati