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All Journal Marketing and Business Strategy ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat
Zandy Pratama Zain
Khairun University
Economics, Econometrics & Finance

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Sosialisasi Pendaftaran Kartu Indonesia Pintar Kuliah (KIP-K) Bagi Siswa-Siswi Tidak Mampu di Malifut, Maluku Utara Aji Saputra; Hijrasil Hijrasil; Saprudin Saprudin; Fatma Hamid; Nurdin Abdul Rahman; Halleyna Widyasari; Zandy Pratama Zain; Sartika Putri Sailuddin; Usman Sambiri; Nur Fajrhi; Iqbal Limatahu; Chumidach Roini; Ismi Musdalifah Darsan; Mardia Hi Rahman; Fitriningsih P. Mahmud; Abi Suar
ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat Vol. 3 No. 2 (2025): Jurnal Pengabdian dan Kemitraan Masyarakat (ALKHIDMAH)
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/alkhidmah.v3i2.1276

Abstract

The Kartu Indonesia Pintar Kuliah (KIP-K) is a scholarship program provided by the government for high school graduates who excel academically but are economically disadvantaged and unable to continue their studies at university. The KIP-K program aims to increase opportunities for students to pursue higher education by providing monthly living expenses and tuition fees for students who meet the eligibility criteria. Through KIP-K, it is expected to create a competitive and well-educated generation of future leaders. In North Maluku Province, particularly in Malifut, North Halmahera Regency, many students still lack information about the KIP-K scholarship. Therefore, this community service activity aimed to provide insights into the importance of pursuing education at the university level and how underprivileged students can apply for the KIP-K scholarship. This activity was carried out at SMAN 4 Halmahera Utara and SMKN 2 Halmahera Utara. As a result of this socialization, students successfully created their own accounts and registered for the KIP-K scholarship. It is hoped that through this program, students will take advantage of higher education opportunities through KIP-K and be able to continue their studies and achieve their goals.
What Drives Customers to Buy? The Dominant Role of Menu Variation at Cafe Rumakadua, Indonesia Zandy Pratama Zain; Irfandi Buamonabot; Eka Satirianisa Mappe; Safri Panigoro; Ruland Willy Jack Sumampouw
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.614

Abstract

This study aims to analyze the influence of social media marketing and menu variety on purchase decisions, with price as a mediating variable, at Cafe Rumakadua. The rapid growth of the culinary MSME industry in Indonesia has intensified competition, prompting cafes to optimize their digital marketing strategies and innovate their products simultaneously. This research employed a quantitative approach, using survey data collected from 200 Cafe Rumakadua customers via purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that menu variety has a positive, significant effect on both price perception and purchase decisions, demonstrating that diverse menu offerings strengthen consumer value perception and encourage purchase behavior. Social media marketing significantly influences price perception but does not directly affect purchase decisions. Furthermore, price does not significantly influence purchase decisions and fails to mediate the relationship between social media marketing, menu variation, and purchase decisions. These results suggest that consumers are more attracted to product diversity and experiential value than to price alone. This study contributes to the digital marketing and consumer behavior literature by emphasizing the strategic importance of menu innovation in shaping customer purchasing decisions in the culinary MSME sector.
Co-Authors Abi Suar Aji Saputra Buamonabot, Irfandi Chumidach Roini Eka Satirianisa Mappe Fatma Hamid Fitriningsih P. Mahmud Halleyna Widyasari Hijrasil Hijrasil Iqbal Limatahu Ismi Musdalifah Darsan Mardia Hi Rahman Nur Fajrhi Nurdin Abdul Rahman Ruland Willy Jack Sumampouw Safri Panigoro Saprudin Saprudin Sartika Putri Sailuddin Usman Sambiri