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All Journal Martabe : Jurnal Pengabdian Kepada Masyarakat DFAME Digital Financial Accounting Management Economics Journal
Tri Yusnita, Rita
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Citra Merek dan Desain Produk Terhadap Keputusan Pembelian Mobil Honda Jazz di Kota Tasikmalaya: Suatu Analisis Survei pada Konsumen Produk Mobil Honda Jazz Djordan, Adam Muhammad; Tri Yusnita, Rita; Sutrisna, Arga
DFAME Digital Financial Accounting Management Economics Journal Vol 1 No 1 (2023): AGUSTUS
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/dfame.v1i1.113

Abstract

This research explores the influence of brand image and product design on the purchasing decisions of Honda Jazz in Tasikmalaya City, Indonesia, within the competitive automotive industry context. A multiple linear regression analysis indicates that brand image and product design significantly positively impact purchasing decisions. A good brand image and appealing product design are associated with increased purchasing decisions. Recommendations are provided for Honda Jazz manufacturers and marketers to continuously maintain brand image and innovate in design to retain consumer loyalty and attract potential consumers in the competitive automotive market. This study narrows its focus to consumers in Tasikmalaya City, and highlights the importance of brand image and product design in consumer purchasing decisions within the automotive industry.
DIGITAL MARKETING STRATEGY UNTUK MENINGKATKAN PENDAPATAN UMKM Fauziah Oktaviani, Nita; Tri Yusnita, Rita; Arisman, Ari; Agdhi Rahwana, Kusuma; Artiara Irawan, Irly; Sri Yuniar, Evilia
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 6, No 10 (2023): Martabe : Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v6i10.3828-3831

Abstract

Persaingan bisnis yang semakin tinggi didukung dengan system digitalisasi yang semakin marak menuntut para UMKM untuk terus meningkatkan kualitasnya dengan memanfaatkan system digitalisasi yang ada. Apabila system digitalisasi tidak dapat dimanfaatkan dengan baik maka potensi bisnis tidak dapat dioptimalkan. Melalui pengabdian ini diharapkan UMKM dapat meningkatkan pemahamannya mengenai digital marketing strategy guna meningkatkan pendapatan yang dimiliki.
Co-Authors Arisman, Ari Artiara Irawan, Irly Djordan, Adam Muhammad Kusuma Agdhi Rahwana Nita Fauziah Oktaviani Sri Yuniar, Evilia Sutrisna, Arga