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All Journal J-MACC : Journal of Management and Accounting JOMPA ABDI: Jurnal Pengabdian Masyarakat
Yahya Yahya
Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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KEPUASAN PELANGGAN SEBAGAI HASIL DARI E-SERVICE QUALITY, BRAND IMAGE, DAN PROMOSI PADA PENGGUNA E-COMMERCE Yahya Yahya; Endang Ranitawati
J-MACC Vol 8 No 1 (2025): April
Publisher : Fakultas Ekonomi Universitas Islam Darul Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/j-macc.v8i1.10505

Abstract

The development of e-commerce in Indonesia is experiencing rapid growth, one of which is evidenced by the increasing number of users on the Lazada platform. In facing increasingly competitive market competition, customer satisfaction becomes an important aspect that service providers must pay attention to. This research aims to analyze the influence of e-service quality, brand image, and promotion on customer satisfaction among Lazada e-commerce users. This type of research is classified as quantitative research. The population in this study is active users of the Lazada e-commerce platform in the Sidoarjo area. Because the population size is not known for certain (infinite population), the sample determination was carried out using the Lemeshow formula, resulting in a sample size of 96 respondents. The sampling technique used is purposive sampling, with primary data collection through questionnaires. Data were analyzed using multiple linear regression analysis with the help of SPSS version 25 software. The regression analysis results showed that the variables of e-service quality, brand image, and promotion have a positive and significant impact on customer satisfaction. These findings underscore the importance of improving e-service quality, brand image, and effective promotion in enhancing customer satisfaction among Lazada e-commerce users.
Pelatihan Strategi Branding Produk untuk Meningkatkan Daya Saing UMKM pada Asosiasi KUPU SUTERA di Kabupaten Pasuruan Juwita Sari; Titik Mildawati; Alifio Rahmanqa; Yahya Yahya
Jompa Abdi: Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2026): Jompa Abdi: Jurnal Pengabdian Masyarakat
Publisher : Yayasan Jompa Research and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57218/jompaabdi.v5i2.2895

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kemampuan pelaku UMKM dalam mengoptimalkan branding produk guna meningkatkan daya saing usaha dan kepercayaan konsumen. Mitra kegiatan adalah Asosiasi KUPU SUTERA di Kecamatan Purwodadi, Kabupaten Pasuruan, Jawa Timur yang terdiri atas pelaku usaha produsen daster, minuman herbal, batik, rajut, dan produk kreatif lainnya. Permasalahan utama mitra meliputi rendahnya pemahaman mengenai branding produk, seperti: identitas merek, desain kemasan, dan pemanfaatan media sosial sebagai sarana promosi digital. Kegiatan dilaksanakan selama Semester Genap Tahun Akademik 2025/2026 melalui tahapan survey pendahuluan, Focus Group Discussion (FGD), pelatihan, pendampingan, serta evaluasi. Metode pelaksanaan dilakukan melalui pelatihan interaktif, diskusi, simulasi, dan pendampingan langsung. Materi yang diberikan meliputi branding produk, desain kemasan, fotografi produk, pembuatan konten digital dan digital marketing. Hasil evaluasi menunjukkan bahwa 90% peserta menyatakan kegiatan sangat bermanfaat, 95% peserta memahami materi yang diberikan, dan 100% peserta mengalami peningkatan keterampilan dalam mengembangkan branding produk serta pemanfaatan media sosial sebagai sarana promosi. Program ini diharapkan mampu mendukung peningkatan daya saing UMKM secara berkelanjutan.
Co-Authors Alifio Rahmanqa Endang Ranitawati Juwita Sari Mildawati, Titik