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Rambe, Putra Azhari
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Economics, Econometrics & Finance Other

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PENDAMPINGAN PRODUKSI DAN STRATEGI PEMASARAN INDUSTRI RUMAH TANGGA KERIPIK UBI DAN PISANG DI DESA SIDORUKUN KECAMATAN PANGKATAN KABUPATEN LABUHANBATU Laia, Sadarman Jaya; Lelisari, Lelisari; Aprilyani, Rizka; Risma, Bella; Ritonga, Noni; Rambe, Putra Azhari; Surya, Adi; Adam, Dini Hariyati
MINDA BAHARU Vol 9, No 1 (2025): Minda Baharu
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/jmb.v9i1.7107

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk mendampingi pelaku usaha industri rumah tangga dalam aspek produksi dan pemasaran produk keripik ubi dan pisang, supaya dapat meningkatkan daya saing dan memperluas jangkauan pasar. Industri rumah tangga merupakan salah satu sektor ekonomi yang berpotensi besar dalam meningkatkan pendapatan masyarakat pedesaan. Desa Sidorukun, memiliki beberapa industri rumah tangga salah satunya adalah industri rumah tangga yang fokus pada produksi keripik dari bahan baku lokal seperti ubi dan pisang. Namun, kendala utama yang dihadapi adalah keterbatasan pengetahuan dalam meningkatkan kualitas produksi dan strategi pemasaran. Metode dalam pengabdian masyarakat ini melalui dua tahap, yaitu tahap persiapan yaitu survey lokasi dan menyaipkan sarana dan prasarana dan tahap pelaksanaan yaitu pelatihan produksi dan pengolahan keripik, pelatihan pengemasan dan branding produk dan pendampingan strategi pemasaran. Program pendampingan ini memberikan dampak yang signifikan bagi para pelaku usaha rumah tangga di Desa Sidorukun. Dengan peningkatan keterampilan produksi, pengemasan yang lebih baik, dan strategi pemasaran yang efektif, produk keripik ubi dan pisang, mampu bersaing di pasar yang lebih luas. Upaya ini tidak hanya meningkatkan pendapatan masyarakat, tetapi juga mendorong perkembangan ekonomi desa secara keseluruhan
The Effect of Advertising, Quality Perception, and Brand Image on Consumer Purchase Decisions at Next Store Distro Rantauprapat Rambe, Putra Azhari; Safri, Hayanuddin; Anggraen, Elisa
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8724

Abstract

This research aims to analyze the influence of advertising, perceived quality, and brand image on consumer purchasing decisions at Next Store Distro Rantauprapat. The background of the study is based on the increasing competition in the distro business, which requires companies to optimize marketing strategies in order to attract attention and build consumer loyalty. This study employs a quantitative approach with a survey method. Data were collected through questionnaires distributed to consumers of Next Store Distro Rantauprapat, with a specific sample size determined using a purposive sampling technique. Data analysis was conducted using validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that advertising has a positive and significant influence on consumer purchasing decisions. Perceived quality also has a significant effect, meaning that the higher the quality perceived by consumers, the greater their tendency to make a purchase. In addition, brand image significantly influences consumer trust and loyalty. Simultaneously, advertising, perceived quality, and brand image have a significant impact on consumer purchasing decisions at Next Store Distro Rantauprapat. The findings emphasize the importance of integrated marketing strategies in enhancing purchasing decisions through attractive advertising, consistent product quality, and a strong brand image.
Co-Authors Anggraen, Elisa Aprilyani, Rizka Dini Hariyati Adam Laia, Sadarman Jaya LELISARI, LELISARI Risma, Bella Ritonga, Noni Safri, Hayanuddin Surya, Adi