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All Journal Jurnal Pengabdian Masyarakat Multidisiplin Sawala Cendekia: Jurnal Peneiltian Multidisiplin
Sugih Prakoso
Universitas Linggabuana PGRI Sukabumi
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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PENYULUHAN DIGITAL MARKETING DAN PENGELOLAAN KEUANGAN SEDERHANA UNTUK UMKM DI DESA CIKURUTUG KECAMATAN CIREUNGHAS Sugih Prakoso
HARUPAT: Jurnal Pengabdian Masyarakat Multidisiplin Vol. 1 No. 1 (2025): Mei
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

Cikurutug Village shows quite a large potential, especially for domestic companies that have not been fully optimized in their management practices. This situation arises from the relatively limited education of the community, because most of the residents in Cikurutug Village work as laborers, farmers, and some people operate home-based businesses, including bamboo crafts, snack production, and brown sugar farmers. In their efforts to increase productivity, the residents of Cikurutug Village currently lack knowledge related to digital-based sales. Therefore, the purpose of this community service initiative is to provide counseling on digital marketing for MSMEs in Cikurutug Village. The methods used in this training activity are lecture and discussion methods. The lecture method is used to explain topics related to simple financial management and digital marketing strategies. Furthermore, discussions are held to enrich the discourse on the material presented, including individual questions and representative questions from the participants. The results of the counseling initiative showed a very high level of enthusiasm from the participants, who were involved in home-based entrepreneurship in Cikurutug Village. This enthusiasm was proven by the many questions asked by participants regarding the procedure for creating an account on the market place platform, where the facilitator tried to respond and provide a comprehensive explanation of the topic raised.
SINERGI ORIENTASI PASAR DAN TEKNOLOGI UNTUK KEUNGGULAN BERSAING BERKELANJUTAN UMKM MAKANAN Sugih Prakoso
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to analyze the influence of Market Orientation and Technology on Sustainable Competitive Advantage in the food MSME (Micro, Small, and Medium Enterprises) sector in West Java Province. The study is grounded in the need for MSMEs to maintain a competitive position amid rapidly changing market dynamics, technological advancements, and increasingly complex consumer demands. A quantitative research approach was employed, utilizing Structural Equation Modeling (SEM) with SmartPLS software. The respondents consisted of owners or managers of active food MSMEs operating in 27 regencies and cities across West Java. The findings reveal that both market orientation and technology utilization have a positive and significant impact on sustainable competitive advantage. Market orientation enhances responsiveness to consumer needs and supports product innovation, while technology contributes to operational efficiency, service speed, and information integration. These results highlight that the synergy between market strategies and technological capabilities forms a strategic foundation for building long-term competitive advantage. The study recommends that MSME actors invest in technology-based innovation and strengthen market understanding to sustain their existence and competitiveness in a dynamic business environment.
TRANSFORMASI PEMASARAN KEDAI KULINER : FOKUS PADA PROMOSI DAN PELAYANAN Agus Sobar; Sugih Prakoso; Muhammad Zaky
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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This research aims to analyze the influence of promotion and service quality on consumer purchase decisions at Kedai Abig Berkah Sukabumi. Facing intense competition in the culinary industry, businesses require precise marketing strategies, including effective promotion and quality service. Kedai Abig Berkah Sukabumi itself experienced a sales decline due to suboptimal promotion and service weaknesses. This study used a quantitative associative approach with 96 respondents as the sample. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that the promotion variable partially has a positive and significant influence on purchase decisions. The service quality variable also partially has a positive and significant influence on purchase decisions. Promotion and service quality simultaneously have a significant influence on consumer purchase decisions. These two variables, promotion and service quality, explain 40.9% of the variation in purchase decisions, while the remaining 59.1% is influenced by other factors outside these two variables. These findings emphasize the importance of effective promotion and improving service quality in encouraging and enhancing consumer purchase decisions.
OPTIMALISASI KUALITAS PRODUK DAN LAYANAN UNTUK MENINGKATKAN KEPUASAN KONSUMEN UMKM Noornisa sarah Ginanjar; Sugih Prakoso
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to optimize product and service quality to improve customer satisfaction at the Sembako Kios Makmur UMKM located in Pelabuhan Ratu Market, Sukabumi Regency. Using a quantitative method with an associative approach, this study involved 96 respondents selected through probability sampling techniques. Data were collected using a questionnaire, then analyzed through prerequisite tests, multiple linear regression analysis, and hypothesis testing with the help of SPSS software. The results of the study indicate that product quality has a positive and significant effect on customer satisfaction. Likewise, service quality has been shown to have a positive and significant effect on customer satisfaction. Furthermore, product quality and service quality simultaneously have a significant effect on customer satisfaction. This finding underlines that the combination of good products and superior services is crucial in shaping customer satisfaction. The regression model built is able to explain 93.0% of the variation in customer satisfaction.
Co-Authors Muhammad Zaky Noornisa sarah Ginanjar Sobar, Agus