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Peran Celebrity Endorsement Dan Tagline Terhadap Brand Awareness Konsumen N’Pure Di Purwakarta Kusumadewi, Ade Nurhayati; Marlina, Ropi; Mawardi, Amna; Laela, Ela; Asih, Sheni Mulya
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 04 (2024): Eqien - Journal of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i04.1918

This research was conducted to determine the effect of celebrity endorsements and taglines on brand awareness. In this study, data collection was used in the form of a non-probability sampling technique, namely a sampling technique that does not provide repeat or equal opportunity for each member of the population to be sampled. The data analysis method used in this study is multiple linear regression with the help of SPSS 25 software. Based on the results of the research that has been done, it shows that partially celebrity endorsements and taglines have a positive and significant effect on brand awareness. And all the dependent variables have a simultaneous effect on brand awareness with a calculated F value of 35.365 with a significant level of 0.000 <0.05. And the R square value shows a result of 0.429, which means that all dependent variables have a simultaneous effect of 42.9%. Keywords: Celebrity Endorsement, Tagline, Brand Awareness

PELATIHAN PENGEMBANGAN MANAJEMEN SUMBER DAYA MANUSIA DAN KUALITAS PELAYANAN UNTUK MENINGKATKAN PRODUKTIVITAS PADA PABRIK KUDA TANDANG OLAHAN SNACK KOTA SUMEDANG Pramesti, Hasti; Dewi, Ade Nurhayati; Mawardi, Amna; Chrisulianti, Rizki; Winarni, Riani
Jurnal Abdimas Bina Bangsa Vol. 6 No. 1 (2025): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v6i1.1675

This community service aims to develop human resource (HR) management and improve service quality to increase productivity at Kuda Tandang Factory, a traditional snack producer in Sumedang City. Since its establishment in 2013, the company has faced challenges in HR management and service quality that affect production efficiency and product quality. With increasingly tight competition in the processed food sector, Kuda Tandang Factory needs to develop HR management strategies and improve services to maintain competitiveness in the market. The proposed program includes HR needs analysis, technical and managerial training, development of a performance management system, and periodic performance evaluation. The results of the community service show significant improvements in employee skills, operational efficiency, and service quality, which have an impact on increasing productivity by up to 20% and increasing customer satisfaction. This community service highlights the importance of effective HR management and good service quality to drive competitiveness in the SME sector, and offers a model that can be adapted by other SMEs in the processed food industry.

BRAND IMAGE DAN BRAND PERSONALITY SERTA PENGARUHNYA TERHADAP BRAND LOYALTY PADA PRODUK PIKOPI DI PURWAKARTA Kusumadewi, Ade Nurhayati Kusumadewi Nurhayati; Risma Ismawanti, Nurul; Mawardi, Amna; Wahyudi, Robby
Eqien - Jurnal Ekonomi dan Bisnis Vol 14 No 03 (2025): Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v14i03.2228

This study aims to determine the influence of brand image and brand personality on brand loyalty in Pikopi products in Purwakarta. Using a quantitative approach, data were collected from 97 respondents through a non-probability sampling technique. The data were analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with the help of IBM SPSS 25. The results show that both brand image and brand personality have a positive and significant partial effect on brand loyalty. Simultaneously, these independent variables also have a significant effect, with an F value of 70.961 and a significance level of 0.000. The R square value of 0.602 indicates that 60.2% of the variation in brand loyalty can be explained by brand image and brand personality. In conclusion, brand image and brand personality play a crucial role in building consumer loyalty toward Pikopi products in Purwakarta

Community Service Collaboration of Higher Education Institutions: Integrating Technology in Promoting Baduy Luar Ecotourism as an Effort for Local Potential-Based Development Jaya, Umban Adi; Pramesti, Hasti; Mawardi, Amna; Raspati, Galih; Hamdallah, Farhan
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 5 No. 4 (2025): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v5i4.1054

The Baduy Luar community in Lebak Regency, Banten, possesses unique cultural assets and significant potential in handicrafts, agriculture, and culture-based ecotourism. This Community Service Program (PKM) was conducted in Baduy Luar, Lebak Regency, Banten, with the aim of enhancing digital literacy and entrepreneurial capacity among the local community to support the promotion of cultural-based ecotourism. The Baduy Luar community possesses great potential in handicrafts, agriculture, and tourism, yet still faces limitations in digital promotion and tourism management. This program applied a participatory and contextual approach involving 70 participants, including youth, MSME actors, and ecotourism practitioners. The experiential learning method enabled participants to learn through direct practice, covering smartphone use, tourism documentation, and promotion via social media platforms such as Instagram, TikTok, YouTube, WhatsApp Business, and Facebook. The results showed significant improvement in the community’s skills in utilizing digital technology for ecotourism promotion and cultural documentation. Furthermore, a positive synergy was established between universities and the local community, where academics acted as facilitators of digital knowledge while the community members served as the main actors in implementing digital-based promotion. This program contributed not only to enhancing technical skills but also to preserving cultural identity through digital documentation. In the long term, the program is expected to increase community income, sustain community-based tourism promotion, and strengthen local economic independence aligned with the cultural values of the Baduy Luar.

Pengaruh Keterikatan Karyawan Dan Motivasi Intrinsik Terhadap Kinerja Karyawan (Studi Pada Karyawan Pt. Einstrend Factory 3 Departemen Sewing Purwakarta): Employee Engagement, Intrinsic Motivation, Employee Performance Patoni, Patoni; Mawardi, Amna; nurjanah, rere
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 01 (2024): Eqien Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i01.1668

This research was conducted at PT. Einstrend Factory 3 Sewing Department with the aim of researching the effect of employee engagement and intrinsic motivation on employee performance. The research model used is quantitative and the method used is descriptive verification with multiple linear regression analysis. The number of research samples is 89 respondents. The results showed that partially employee engagement and intrinsic motivation had a positive and significant effect on employee performance. Simultaneously showed a significant influence between employee engagement and intrinsic motivation on employee performance of 58.2% and the remaining 41.8% was influenced by other factors not examined by researchers.

Pengaruh Servicecsape Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Di Cangkir Pertama Coffee Kota Purwakarta mawardi, amna; Munawar, M Meki; Rahayu, Dewi
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 01 (2024): Eqien Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i01.1717

This study aims to determine the effect of servicescape and service quality on customer satisfaction at the First Cup of Coffee, Purwakarta City. The research method used is descriptive quantitative. Sampling used a non-probability sampling method by distributing questionnaires to 97 respondents who were consumers at the First Cup of Coffee Purwakarta. Data analysis methods used are validity test, reliability test, normality test, linearity test, multiple regression analysis, correlation coefficient, coefficient of determination, hypothesis test, partial test (t test), and simultaneous test (F test). The data were processed using IBM SPSS version 24. The results showed that the two independent variables had an effect on the dependent variable, servicescape had a positive and significant effect on customer satisfaction at the First Cup of Coffee Purwakarta. Service quality has a positive and significant effect on customer satisfaction at the First Cup of Coffee Purwakarta. Simultaneously servicescape and service quality have a positive and significant effect on customer satisfaction at the First Cup of Coffee Purwakarta.

University and Community Collaboration in Empowering the Local Economy through Entrepreneurship and Digital Marketing Training for MSMEs and the Outer Baduy Community Mawardi, Amna; Jaya, Umban Adi; Hodijah, Cucu; Winarni, Riani
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 6 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v6i1.1055

Backgrounds: The limited access to markets, technology, and business development opportunities has become one of the key challenges hindering the economic growth of the Outer Baduy community and local MSMEs. Objectives: This community service activity aims to empower micro, small, and medium enterprises (MSMEs) and the Outer Baduy community through entrepreneurship and digital marketing training. Methodology: The program was implemented collaboratively by universities and involved 30 participants, consisting of youth, craft workers, and tourism stakeholders. Implementation methods included entrepreneurial motivation, social media-based digital marketing training, and hands-on practice in creating promotional content for local products. Findings: Results showed that 66.7% of participants were able to create digital business accounts, 50% successfully produced simple promotional content, and the majority began to understand the importance of innovation and digital market access. The resulting impacts included increased digital literacy, entrepreneurial knowledge, collaborative networks, and a shift in mindset toward technology. Conclusions: Thus, this program has proven effective as an initial model for local economic empowerment based on university collaboration that is inclusive, adaptive, and aligned with the cultural wisdom of the Outer Baduy community.

Community Service Collaboration of Higher Education Institutions: Integrating Technology in Promoting Baduy Luar Ecotourism as an Effort for Local Potential-Based Development Jaya, Umban Adi; Pramesti, Hasti; Mawardi, Amna; Raspati, Galih; Hamdallah, Farhan
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 5 No. 4 (2025): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v5i4.1054

The Baduy Luar community in Lebak Regency, Banten, possesses unique cultural assets and significant potential in handicrafts, agriculture, and culture-based ecotourism. This Community Service Program (PKM) was conducted in Baduy Luar, Lebak Regency, Banten, with the aim of enhancing digital literacy and entrepreneurial capacity among the local community to support the promotion of cultural-based ecotourism. The Baduy Luar community possesses great potential in handicrafts, agriculture, and tourism, yet still faces limitations in digital promotion and tourism management. This program applied a participatory and contextual approach involving 70 participants, including youth, MSME actors, and ecotourism practitioners. The experiential learning method enabled participants to learn through direct practice, covering smartphone use, tourism documentation, and promotion via social media platforms such as Instagram, TikTok, YouTube, WhatsApp Business, and Facebook. The results showed significant improvement in the community’s skills in utilizing digital technology for ecotourism promotion and cultural documentation. Furthermore, a positive synergy was established between universities and the local community, where academics acted as facilitators of digital knowledge while the community members served as the main actors in implementing digital-based promotion. This program contributed not only to enhancing technical skills but also to preserving cultural identity through digital documentation. In the long term, the program is expected to increase community income, sustain community-based tourism promotion, and strengthen local economic independence aligned with the cultural values of the Baduy Luar.

University and Community Collaboration in Empowering the Local Economy through Entrepreneurship and Digital Marketing Training for MSMEs and the Outer Baduy Community Mawardi, Amna; Jaya, Umban Adi; Hodijah, Cucu; Winarni, Riani
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 6 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v6i1.1055

Backgrounds: The limited access to markets, technology, and business development opportunities has become one of the key challenges hindering the economic growth of the Outer Baduy community and local MSMEs. Objectives: This community service activity aims to empower micro, small, and medium enterprises (MSMEs) and the Outer Baduy community through entrepreneurship and digital marketing training. Methodology: The program was implemented collaboratively by universities and involved 30 participants, consisting of youth, craft workers, and tourism stakeholders. Implementation methods included entrepreneurial motivation, social media-based digital marketing training, and hands-on practice in creating promotional content for local products. Findings: Results showed that 66.7% of participants were able to create digital business accounts, 50% successfully produced simple promotional content, and the majority began to understand the importance of innovation and digital market access. The resulting impacts included increased digital literacy, entrepreneurial knowledge, collaborative networks, and a shift in mindset toward technology. Conclusions: Thus, this program has proven effective as an initial model for local economic empowerment based on university collaboration that is inclusive, adaptive, and aligned with the cultural wisdom of the Outer Baduy community.

Pengembangan Melalui Digital Marketing, Inovasi Packaging, dan Digitalisasi Laporan Keuangan UMKM Basreng Caby – Caby: Penelitian Mei Pitria , Aby; Widya Astuti , Irma; Nur Fauziah , Nabila; Azzahra Putri Misbach , Siti; Mawardi, Amna
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.4499

Penelitian ini bertujuan untuk memperkuat pengelolaan dan daya saing UMKM Basreng Caby–Caby melalui optimalisasi pemasaran digital, pembaruan desain kemasan, serta penerapan digitalisasi laporan keuangan. Kegiatan dilaksanakan dengan metode kualitatif partisipatif, di mana mahasiswa dan pemilik usaha berkolaborasi melalui observasi, wawancara, pendampingan, praktik langsung, dan evaluasi berkelanjutan. Hasil pelaksanaan menunjukkan bahwa UMKM mulai aktif memanfaatkan Instagram dan TikTok sebagai media promosi sehingga jangkauan konsumen serta interaksi pemasaran meningkat. Pembaruan desain kemasan menghasilkan tampilan produk yang lebih menarik, informatif, dan profesional, yang berpotensi meningkatkan minat beli dan memperkuat identitas merek. Di sisi lain, penggunaan aplikasi pencatatan keuangan membantu pemilik usaha mencatat transaksi secara lebih rapi dan akurat, sekaligus meningkatkan pemahaman mengenai pengelolaan keuangan. Secara keseluruhan, program ini berhasil mendorong perubahan perilaku manajerial yang lebih adaptif dan sistematis, serta memperkuat kesiapan UMKM untuk bersaing dalam pasar yang semakin kompetitif.

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