Garuda - Garba Rujukan Digital

STRATEGI BRANDING DALAM MEMBANGUN EKUITAS MEREK UMKM (STUDI KASUS: PUSAT OLEH - OLEH KOTA PADANG) Susanti, Erna; Perdana Oskar, Dimas
IKRA-ITH EKONOMIKA Vol 1 No 2 (2018): IKRAITH-EKONOMIKA vol 1 Nomor 2 Bulan November 2018
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (800.834 KB)

ABSTRAKPusat oleh - oleh memegang peranan penting dalam penjualan dan mengenalkan hasil produksiPenelitian ini bertujuan untukmengetahui dan mengidentifikasi kendala yang dihadapi pusat oleh - olehdi Kota Padang dalam melaksanakan strategi branding yang dibandingkan dengan brand resonancepyramid sehingga kita bisa mencari strategi yang efektif untuk membangun ekuitas merek. Penelitian inibersifat kualitatif deskriptif terhadap 10 toko pusat oleh - oleh di Kota Padang, Dinas Pariwisata KotaPadang, Dinas KUKM Kota Padang, dan ASITA Sumatera Barat.Teknik pengumpulan datamenggunakan metode in depth interview, dan focus group discussion. Ketidakmampuan pelaku tokooleh - oleh dalam mencapai tingkatan tertinggi dalam piramida brand resonance lebih disebabkanmereka belum mampu menciptakan nilai tambah yang unik dalam memenangkan persaingan sertakejelian dan kreatifitas dalam mempromosikan produknya. Secara umum, strategi branding yangmereka lakukan dipengaruhi oleh faktor internal yakni pemahaman dan kemampuan akan membangunmerek yang kuat dan faktor eksternal yakni kemampuan dalam membangun networking dengan pihakluar seperti operator pariwisata dan dinas terkait. Hasil dari penelitian ini akan menjadi salah satu tolakukur bagi UMKM dalam melakukan strategi branding khususnya di Kota Padang.

Optimalisasi Promosi dalam Pengembangan Desa Wisata Kreatif Berbasis Partisipasi Masyarakat (Studi Kasus: Nagari Pariangan) Dimas Perdana Oskar; Mirsal Mirsal; Rangga Wenda Prinoya
E-Dimas: Jurnal Pengabdian kepada Masyarakat Vol 12, No 3 (2021): E-DIMAS
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/e-dimas.v12i3.6677

Pariangan adalah sebuah desa yang indah di Tanah Datar, Sumatera Barat. Sejak ditetapkan sebagai desa terindah di dunia oleh Majalah Travel Budget pada tahun 2012, brand yang mereka miliki belum mampu menguntungkan masyarakat sekitar dalam peningkatan perekonomian. Tujuan dari kegiatan ini adalah untuk merubah pola pikir masyarakat dan menumbuhkan kreatifitas dalam kegiatan sadar wisata dan untuk mengoptimalisasikan promosi secara digital. Bahan penelitian dirangkum dari pengamatan dan kuesioner yang disebar secara online kepada 100 responden dari tanggal 3 Juni 2020 sampai dengan 15 Juni 2020 untuk mengetahui pengetahuan masyarakat terhadap Nagari Pariangan. Dapat disimpulkan bahwa wanita usia produktif dengan tingkat keterlibatan tinggi dengan instagram adalah target pasar utama. Materi pelatihan terdiri dari pembahasan tentang 4 pilar pembangunan pariwisata, bauran pemasaran, dan optimalisasi digital melalui instagram. Evaluasi kegiatan dilakukan pada saat pelatihan berlangsung tentang pemahaman peserta pelatihan, grup whatsapp, dan diskusi dengan Pemerintahan Nagari dan komite lokal; Badan Permusyawaratan Rakyat Nagari (BPRN) Pariangan sebagai perpanjangan tangan Pemerintah Nagari untuk membentuk komitmen dan aktivitas sadar wisata. Hasil kegiatan ini adalah peserta paham dengan promosi digital, mengaktifkan kembali Pokdarwis, dan mendapatkan dukungan dari Pemerintahan Kab. Tanah Datar (dinyatakan dalam Top 12 Tujuan Wisata Tanah Datar).

Penerapan Bauran Promosi Pada Saluran Distribusi Bagi Produk UMKM Di Kota Padang Erna Susanti; Dimas Perdana Oskar
EKONOMIKA SYARIAH : Journal of Economic Studies Vol 3, No 1 (2019): Januari-Juni 2019
Publisher : Institut Agama Islam Negeri (IAIN) Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/es.v3i1.941

Souvenirs shop plays important part in selling and introducing the SME’s product. This research purpose are to understand and to identify of how the souvenirs shop in Padang deal in the application of integrated promotional mix. This study uses qualitative descriptive method to 10 souvenirs shop in Padang, Padang Culture and Tourism Office, Padang Cooperatives and SME’s Office, and ASITA West Sumatra. Data collection method used were in-depth interview and focus group discussion. Their understanding in integrated promotional mix are identically expensive and have no direct impact in trading which this research try to change that mislead understanding. In general, the promotion mix that they do is using visual media in the form of bilboard for advertsing, for sales promotion by providing product samples, giving discounts dan brochures. The ability of the resources owned which is still limited and still depends on the programs from related offices for the promotion of teir products.

Faktor-Faktor Yang Mempengaruhi Pengadopsian Halal Cosmetics Pada Muslimah Kota Padang Rangga Wenda Prinoya; Fatma Ariani; Dimas Perdana Oskar
Jurnal Pendidikan Tambusai Vol. 6 No. 2 (2022): Agustus 2022
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Penelitian ini bertujuan untuk membuktikan adanya sejumlah faktor yang mempengaruhi pengadopsian halal cosmetics pada muslimah di Kota Padang. Pada penelitian ini digunakan sampel sebanyak 174 muslimah yang menggunakan produk kosmetik halal dan berdomisili di Kota Padang. Metode analisis yang digunakan untuk membuktikan kebenaran hipotesis adalah regresi berganda dan pengujian t-statistik yang diolah dengan menggunakan bantuan program SPSS. Berdasarkan hasil pengujian hipotesis yang telah dlakukan ditemukan bahwa product characteristic, social influence, religiousity dan knowledge berpengaruh positif terhadap pengadopsian halal cosmetic pada Muslimah Kota Padang.

Penerapan Bauran Promosi Pada Saluran Distribusi Bagi Produk UMKM Di Kota Padang Erna Susanti; Dimas Perdana Oskar
EKONOMIKA SYARIAH : Journal of Economic Studies Vol 3, No 1 (2019): Januari-Juni 2019
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Souvenirs shop plays important part in selling and introducing the SME’s product. This research purpose are to understand and to identify of how the souvenirs shop in Padang deal in the application of integrated promotional mix. This study uses qualitative descriptive method to 10 souvenirs shop in Padang, Padang Culture and Tourism Office, Padang Cooperatives and SME’s Office, and ASITA West Sumatra. Data collection method used were in-depth interview and focus group discussion. Their understanding in integrated promotional mix are identically expensive and have no direct impact in trading which this research try to change that mislead understanding. In general, the promotion mix that they do is using visual media in the form of bilboard for advertsing, for sales promotion by providing product samples, giving discounts dan brochures. The ability of the resources owned which is still limited and still depends on the programs from related offices for the promotion of teir products.

Consumers’ Attitudes Toward Counterfeit Automotive Parts Dimas Perdana Oskar
Jurnal Pendidikan Tambusai Vol. 5 No. 3 (2021): 2021
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (673.335 KB)

The main objective of this research is to track the consumers’ behavioral intention toward counterfeit automotive parts especially the fast moving automotive parts. This objective was accomplished by employing Fishbeins’ Multi-Attribute Model (introduced by Martin Fishbein in 1967) and Theory Reasoned Action (Fishbein and Ajzen, 1975). Using a non-probability sampling method, a purposive sampling method of 145 respondents was drawn. The research held especially in the unauthorized workshop or unauthorized automotive parts’ store in Yogyakarta. Respondents were asked to fill the self-completion questionnaire that was design in Five-Points Likert Scales. The data collected were analyzed by using Factor analysis, Corrected Item-Total Correlation, linear regressions, and multiple regressions. The result shows us that Behavioral intention (BI) is significantly influenced by attitude toward counterfeit automotive parts (Ao) and Behavioral intention (BI) is also significantly influenced by attitude toward the behavior of buying counterfeit automotive parts (Ab). On contrary, Behavioral intention (BI) toward buying the counterfeit automotive parts is not significantly influenced by Subjective norm (SN).

The Effect of MSE’s Understanding Toward Consumer’s Psychological Factors in Implementing Promotional Strategies Dimas Perdana Oskar; Mirsal; Andhika Anggawira
International Journal of Social Science and Business Vol. 7 No. 3 (2023): August
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v7i3.58821

Most micro and small-scale entrepreneurs face difficulties in scaling their business even though they have a great product. This study aims to understand the understanding of micro and small enterprises (MSEs) in Padang City about consumer psychology and how this understanding can be used in developing effective and efficient promotional strategies in the digital era. The research design is descriptive research on secondary data to determine the influence of understanding MSE actors in Padang City on consumer psychological factors in implementing promotional strategies both partially and simultaneously. The purposive sampling approach with a 10% margin of error using Isaac and Michael's theory was tested against 253 samples and measured by a Likert scale questionnaire collected from June 2022 to August 2022. The results of the validity test on 97 respondents showed that the consumer psychology variable consisting of 30 statements produced an R of 0.910 while the promotion strategy variable with 14 statements produced an R of 0.839. It was concluded that both simultaneously and partially there was no influence where Micro and Small Enterprises understood the psychology of consumers in developing promotional strategies. The implication of this research is that business actors, especially MSEs, need to understand the importance of digital media marketing in reaching customers in a personalized and relevant way.

Faktor Psikologis dan Intensitas Penggunaan Media Sosial Sebagai Prediktor Keputusan Pembelian pada Live Shopping TikTok Wahyuni, Rika; Perdana Oskar, Dimas; Mariana, Rina; Irfani, Hadi; Theozard Fikri, Harry
Psyche 165 Journal Vol. 16 (2023) No. 3
Publisher : Fakultas Psikologi, Universitas Putra Indonesia YPTK Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35134/jpsy165.v16i3.254

The use of the internet as an online marketing medium which is classified as effective and reaches a large number of internet user communities. Market traffic has increased rapidly because purchasing decisions through online transactions are seen as providing convenience, one of which is using live shopping TikTok. Purchasing is an activity of buying products in the form of goods and services by customers through a complex thought process. The customer will assess and choose the best option. The purpose of the study was to determine whether there is a role for psychological factors and intensity using social media on purchasing decisions in live shopping TikTok. This research uses quantitative research methods. The subjects of this research were 85 housewives in Lubuk Begalung District Padang City selected using a random sampling technique. The data collection methods used are the intensity scale of psychological factors, scale of intensity using social media, and scale of purchasing decisions. Research data analyzed with multiple linear regression by the SPSS 26.0 for Windows. The results showed that: (1) psychological factors and Intensity using social media together on Purchasing decisions in live shopping TikTok with F value = 47,900, R2 = 0,734, dan p = 0,000; (2) there was significant impact of psychological factors on purchasing decisions in live shopping TikTok with beta coefficient = 0,206, t = 2,463and p value = 0,016; and (3) there was significant impact of intensity using social media on Purchasing decisions in live shopping TikTok with beta coefficient = 0,526, t = 6,968 and p value = 0,000. Contribution amounted to 73,4 percent.

Emosi Positif Sebagai Mediator Antara Shopping Lifestyle dan Impulse Buying Oskar , Dimas Perdana; Mariana, Rina; Wahyuni, Rika
Psyche 165 Journal Vol. 17 (2024) No. 3
Publisher : Fakultas Psikologi, Universitas Putra Indonesia YPTK Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35134/jpsy165.v17i3.400

Salah satu pola perilaku masyarakat Indonesia dalam melakukan kegiatan pembelian adalah impulse purchase atau kurangnya perencanaan dalam pembelian. Pembelian yang tidak direncanakan sebelumnya ini atau diputuskan secara spontan disebut dengan impulse buying. Impulse buying tidak hanya terjadi pada pelanggan yang berbelanja secara fisik tetapi juga terjadi pada pelanggan yang berbelanja secara online melalui e-commerce Shopee. Dua faktor yang mungkin mendorong pelanggan untuk melakukan impulse buying adalah shopping lifestyle dan emosi positif, dan kedua faktor ini dapat dimanfaatkan oleh pelaku usaha untuk mendorong pelanggan berbelanja di e-commerce Shopee. Penelitian ini bermaksud untuk mengetahui pengaruh shopping lifestyle terhadap impulse buying, dan fungsi emosi positif sebagai mediator antara shopping lifestyle dan impulse buying. Model penelitian adalah kuantitatif dan melibatkan 110 responden yang berbelanja di e-commerce Shopee di Kota Padang melalui metode non-probability sampling dengan teknik purposive sampling. Data dianalisis menggunakan model persamaan struktural dengan Parsial Least Square (berupa perangkat lunak SmartPLS). Hasil evaluasi model pengukuran dan penilaian model struktural memiliki relevansi dan kekuatan prediktif yang baik. Pengujian hipotesis menunjukkan hasil terdapat pengaruh langsung signifikan antara shopping lifestyle dengan emosi positif pada pelanggan e-commerce Shopee, terdapat pengaruh langsung signifikan antara shopping lifestyle dengan impulse buying pada pelanggan e-commerce Shopee, tidak terdapat pengaruh langsung antara emosi positif dengan impulse buying pada pelanggan e-commerce Shopee dan emosi positif tidak memediasi pengaruh shopping lifestyle dengan impulse buying pada pelanggan e-commerce Shopee.

Consumers’ Attitudes Toward Counterfeit Automotive Parts Oskar, Dimas Perdana
Jurnal Pendidikan Tambusai Vol. 5 No. 3 (2021): 2021
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v5i3.2745

The main objective of this research is to track the consumers’ behavioral intention toward counterfeit automotive parts especially the fast moving automotive parts. This objective was accomplished by employing Fishbeins’ Multi-Attribute Model (introduced by Martin Fishbein in 1967) and Theory Reasoned Action (Fishbein and Ajzen, 1975). Using a non-probability sampling method, a purposive sampling method of 145 respondents was drawn. The research held especially in the unauthorized workshop or unauthorized automotive parts’ store in Yogyakarta. Respondents were asked to fill the self-completion questionnaire that was design in Five-Points Likert Scales. The data collected were analyzed by using Factor analysis, Corrected Item-Total Correlation, linear regressions, and multiple regressions. The result shows us that Behavioral intention (BI) is significantly influenced by attitude toward counterfeit automotive parts (Ao) and Behavioral intention (BI) is also significantly influenced by attitude toward the behavior of buying counterfeit automotive parts (Ab). On contrary, Behavioral intention (BI) toward buying the counterfeit automotive parts is not significantly influenced by Subjective norm (SN).

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