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All Journal Jurnal Multidisiplin Sahombu Multidisiplin Pengabdian Kepada Masyarakat (M-PKM)
Rahmad Taklim
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Arts Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Nursing

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Penerapan Strategi Pemasaran Upaya untuk Peningkatan Penjualan UMKM Pada Cafe Umi Ullya Rahmi Aswin; Muthia Rahma Dianti; Rahmad Taklim; Danny Hidayat
Multidisiplin Pengabdian Kepada Masyarakat Vol. 5 No. 01 (2026): Multidisiplin Pengabdian Kepada Masyarakat, January-March 2026
Publisher : Sean Institute

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Abstract

Kegiatan Pengabdian kepada Masyarakat (PKM) yang dilaksanakan pada UMKM Cafe Umi memberikan dampak positif terhadap peningkatan kapasitas pengelolaan usaha mitra. Melalui pelatihan dan pendampingan yang dilakukan, mitra mengalami peningkatan pemahaman mengenai konsep strategi pemasaran, pentingnya perencanaan usaha, serta penerapan promosi dan branding produk yang sesuai dengan karakteristik usaha. Mitra juga mampu menerapkan promosi langsung, diferensiasi produk, dan peningkatan kualitas pelayanan pelanggan sebagai upaya meningkatkan daya tarik dan loyalitas konsumen. Selain aspek pemasaran, kegiatan PKM ini berhasil menghasilkan sistem pencatatan keuangan sederhana yang dapat digunakan oleh mitra untuk memantau kinerja penjualan dan kondisi keuangan usaha. Penerapan pencatatan keuangan tersebut membantu mitra dalam mengambil keputusan usaha secara lebih terarah dan berbasis data. Secara keseluruhan, kegiatan PKM ini berkontribusi terhadap peningkatan daya saing usaha Cafe Umi, meningkatkan minat beli pelanggan, serta mendorong keberlanjutan usaha melalui pengelolaan yang lebih terstruktur dan berorientasi pada kebutuhan pasar.
The Effect of Product Quality and Promotion on Purchase Decisions with Brand Image as an Intervening Variable (Case Study on Tupperware Product Users in Padang City) Windy Kusumahati; Rahmad Taklim; Riko Erlima Putra; Fesaraweny, Fesaraweny; Habibah Muharmi; Rozi Destian
Jurnal Multidisiplin Sahombu Vol. 6 No. 02 (2026): Jurnal Multidisiplin Sahombu, 2026
Publisher : Sean Institute

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Abstract

This study aims to examine the influence of product quality and promotion on purchasing decisions with brand image as an intervening variable (a case study of Tupperware product users in Padang City). Data collection methods include surveys and questionnaires, with a sample of 100 respondents. The analysis method used is path analysis using SPSS. The research results show that product quality and promotion have a positive and significant effect on brand image. Product quality, promotion, and brand image have a positive and significant effect on purchasing decisions. Brand image mediates the relationship between product quality and purchasing decisions. Brand image mediates the relationship between promotion and purchasing decisions. The contribution of the independent variables Product Quality and Promotion to the dependent variable Brand Image is 49.9%. The remaining 51.1% is influenced by other variables outside this study. The contribution of the independent variables Product Quality, Promotion, and Brand Image to the dependent variable Purchase Decision is 24.0%. The remaining 74.4% is influenced by other variables outside this study.
Co-Authors Danny Hidayat Fesaraweny, Fesaraweny Habibah Muharmi Muthia Rahma Dianti Riko Erlima Putra Rozi Destian Ullya Rahmi Aswin Windy Kusumahati