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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia
Heriyadi Heriyadi
Universitas Tanjungpura Pontianak
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Public Health Social Sciences Other

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Penguatan Usaha Mikro, Kecil Dan Menengah (UMKM) Rumahan Desa Karimunting Melalui Sosialisasi Branding Dan Online Marketing Ria Veilyzia; Heriyadi Heriyadi; Ervia Claudia; Julia Hasanah; Marsya Alya Putri; Dian Surlita
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 3 (2025): Desember: Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i3.8468

Abstract

Home-based MSMEs play a strategic role in supporting rural economies, yet they continue to face challenges related to strengthening product identity and limited access to digital marketing. This community service activity was carried out in Karimunting Village with the aim of empowering MSMEs through branding and digital marketing awareness. The approach was conducted directly from house to house to reach business owners personally and foster more intensive communication. The implementation method included initial observation, preparation of outreach materials, door-to-door education, and evaluation through discussions and participant feedback. The materials delivered covered the importance of creating business logos, developing product catalogs, and utilizing social media as well as marketplaces as digital marketing platforms. The results showed that the majority of MSME owners felt supported in understanding the importance of product identity and had begun to try marketing their products online. This program serves as an initial foundation for the development of digital-based home-based MSMEs.
The Effect Of Need For Uniqueness And Bandwagon Effect On Purchase Intentions Through The Hedonic Function Of Attitude As An Intervening Variable In Purchasing An Iphone 15 Promax Smartphone(Study On Generation Z Pontianak) Rindi Astuti; Heriyadi Heriyadi; Juniwati Juniwati; Ramadania Ramadania
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i2.7170

Abstract

This study aims to analyse the effect of Need for Uniqueness and Bandwagon Effect on Purchase Intentions with Hedonic Function of Attitude as an intervening variable in the purchase of iPhone 15 Pro Max. The sample was taken using purposive sampling, with a total of 150 respondents. The data analysis method uses a Structural Equation Model (SEM) based on Partial Least Square (PLS) with WarpPls 8.0. The results showed that Need for Uniqueness and Bandwagon Effect have a significant effect on Purchase Intention through the mediation of Hedonic Function of Attitude. These findings emphasise the importance of marketing strategies that focus on product uniqueness and consumers' hedonic experiences.
Co-Authors Dian Surlita Ervia Claudia Julia Hasanah Juniwati Juniwati Marsya Alya Putri Ramadania Ramadania Ria Veilyzia Rindi Astuti