Abstract:This study aims to analyze the development strategy of cassava leaf-based animal feed ( Manihot utilissima ) in Sumberejo Village, Pagar Merbau District, Deli Serdang Regency. This study uses a nonprobability sampling method…
thod with a saturated sampling technique. With a total of 53 respondents consisting of 50 consumers, 1 business owner and 2 employees. This study uses primary and secondary data. This study uses multiple linear regression analysis to determine what factors influence the development strategy of cassava leaf animal feed and descriptive analysis to analyze the development strategy for the potential and opportunities of using cassava leaves as animal feed. This research method uses qualitative and quantitative analysis. The results showed that cassava leaves have a high crude protein content, which is around 20-30%, and contain crude fiber, fat, and minerals that are beneficial for livestock growth. Multiple linear regression analysis in this study shows that all independent variables have a significant effect on the dependent variable. Among these factors, the economic aspect makes the largest contribution, making it the main factor influencing the dependent variable. Furthermore, social aspects and external support also play a significant role in determining the results. In addition, other factors such as technology, resources, and marketing and distribution also have a significant impact, although with a smaller influence compared to economic and social aspects. Thus, the regression model shows a positive relationship between the independent variables and the dependent variable, so that improvements in these aspects will increase the dependent variable, with the main priority on economic and social aspects.
Abstract:The purpose of this study is to analyze the effect of marketing communication on brand equity and patient decision choosing obstetric and gynecological services at RSI Hasanah Mojokerto. The independent variable in this…
study is marketing communication, while the dependent variable is the patient decision, and brand equity is a variable mediator between marketing communication and patient decision. The sample of this research were BPJS patients at RSI Hasanah Mojokerto from March to May 2025 who have finished the services of obstetric and gynecological, both outpatient and inpatient. A total of 52 respondents were obtained as samples in this research. This study uses an explanatory survey research design, which involves searching and collecting primary data by directly asking questions to respondents and analyzing the effects among variables to prove the hypothesis. Data analysis using path analysis with SEM-PLS. The results of the study show that the original sample value of the direct relationship between marketing communication and patient decision is +0.101 with a P-value of 0.226. Meanwhile, the original sample values when mediated by brand equity as the mediator variable between marketing communication and patient decision are +0.680 and +0.762 with a P-value of 0.000 at a significance level of 0.05. Thus, it can be concluded that brand equity can act as a mediator between marketing communication and patient decision. With good marketing communication, the brand equity of the Hospital will increase, thereby improving patients' decision choosing obstetric and gynecological services at RSI Hasanah Mojokerto.
Abstract:This study aims to analyze the impact of digital marketing strategies specifically brand image and flash sale promotions on impulsive buying behavior among consumers in Indonesian marketplaces, with a particular focus on…
the Shopee platform. The research employs a descriptive quantitative approach, using purposive sampling techniques. Out of a population of 433 university students, 115 respondents were selected as the sample. Data analysis was conducted using SPSS version 26 and Microsoft Excel 2021. The results indicate that both brand image and flash sale promotions significantly influence consumer impulsive buying behavior, both partially and simultaneously. These findings highlight the importance of optimizing digital marketing strategies to enhance impulsive purchasing behavior in the e-commerce sector.
Abstract:The rapid transition to electric vehicles (EV) is driven by global environmental concerns and the need to reduce dependence on fossil fuels. In Indonesia, EV adoption faces challenges related to market dynamics, consumer…
behavior, and effective communication strategies. Marketing research and understanding consumer behavior aims to collect and obtain more detailed information and knowledge about customers towards electric vehicle products. Through this, it can understand customers and their tastes, preferences, reflect the future, and also help reduce the risk of product and business failure. Using Word of Mouth communication as part of a marketing strategy that can be carried out by companies in maintaining their business desires. In this article, the author tries to understand the concept of market research, consumer behavior, and the Word-of-Mouth communication model using a qualitative library observation approach, this study analyzes existing research on how these three factors contribute to the growth and long-term survival of the electric vehicle market. Market research provides insight into consumer preferences and market trends, offering important data to align EV products with consumer needs. Understanding consumer behavior is essential in overcoming perceived barriers, such as cost and infrastructure limitations, that hinder EV adoption. Meanwhile, word of mouth communication plays an important role in influencing consumer decisions by fostering trust and awareness of the benefits of EVs. The findings highlight the interconnections between these factors and their collective impact on the development of sustainable marketing strategies for EVs in Indonesia. This study provides valuable insights for stakeholders, including automotive companies and policymakers, in designing more effective marketing approaches that support the sustainable growth of the EV sector.
Abstract:Generation Z, as digital natives, possesses a strong attachment to social media, which serves not only as a space for communication and entertainment but also as a medium for developing competencies. This article explores…
s the collaboration between Generation Z and social media in efforts to enhance their skills in the digital era. Using a qualitative approach through in-depth interviews and literature analysis, this study finds that social media plays a crucial role in building competencies such as digital literacy, visual communication, creative marketing, and entrepreneurship. Platforms such as LinkedIn, TikTok, and Instagram have become key channels for self-directed learning, professional networking, and global collaboration. However, this article also identifies significant challenges, including the risk of distraction, consumption of irrelevant content, and the lack of guidance in using social media productively. Based on expert interviews, the study reveals the need for a strategic approach that involves digital literacy education and active supervision from educational institutions and families to optimize the potential of social media. This research contributes to the literature on technology and education by highlighting how Generation Z can effectively utilize social media for personal development and future professionalism.
Abstract:The diversification of tofu waste into soft tempeh and tempeh starter in Teluk Sentosa Village aims to optimize the utilization of tofu waste while increasing community income. Through participatory training, the community…
ty is taught techniques for processing tofu waste into value-added products. The results indicate that the produced soft tempeh has a tender texture and high nutritional value, while the tempeh starter shows good fermentation activity. Marketing these products has led to a significant income increase of approximately 30% within three months post-training. Additionally, this initiative contributes to waste reduction and enhances community awareness regarding sustainable resource management. It is hoped that this program can continue and provide positive impacts on the economy and environment in the village.
Abstract:Pelatihan digital marketing melalui pemanfaatan platform Shopee telah dilakukan untuk meningkatkan kemampuan teknologi digitalisasi pada UMKM di Kabupaten Mojokerto yang difasilitasi oleh Balai Latihan Kerja Komunitas Al…
Muaawanah Mojokerto. Program ini mencakup serangkaian tahap pelatihan, mulai dari pengambilan foto dan video produk, pengenalan dan pembuatan akun shopee, pemanfaatan fitur promosi dan analitik penjualan dan monitoring serta pendampingan peserta. Hasil pelatihan menunjukkan peningkatan signifikan pada keterampilan peserta dalam menghasilkan foto dan video berkualitas untuk pemasaran produk. Sebanyak 85% peserta berhasil memahami teknik dasar fotografi dan videografi produk. Selain itu, pelatihan pemanfaatan fitur analitik penjualan Shopee memungkinkan peserta memahami perilaku konsumen, waktu pembelian optimal, dan strategi promosi berbasis data, yang dampaknya meningkatkan performa toko. Program ini berhasil memberikan dampak langsung terhadap daya saing UMKM, termasuk peningkatan kepercayaan konsumen dan penjualan produk. Kendala yang dihadapi, seperti keterbatasan peralatan dan pemahaman teknis, diatasi dengan pendekatan kreatif dan pendampingan langsung. Dengan memanfaatkan teknologi sederhana dan fitur digital yang disediakan Shopee, pelatihan ini membuktikan bahwa transformasi digital dapat dilakukan secara praktis dan efisien. Pelatihan ini menjadi model efektif bagi pengembangan kompetensi digital UMKM di era ekonomi digital.
Abstract:This research aims to analyze the influence of the use of influencer marketing on consumer purchasing behavior in the digital era. Influencer marketing has become a popular marketing strategy, especially on social media,…
that can influence consumer purchasing decisions. This research uses a survey method with 200 respondents who actively use social media and are exposed to influencer marketing content. The variables analyzed include influencer credibility, audience engagement, product suitability to the audience, and their influence on consumer purchasing decisions. The research results show that influencer credibility, audience engagement, and product suitability with the audience have a significant positive influence on consumer purchasing behavior. Additionally, transparency and authenticity in the relationship between influencers and brands has also proven important in building audience trust. This research provides practical implications for companies to select the right influencers, increase audience engagement, and maintain authenticity in their marketing campaigns. Overall, influencer marketing has proven effective in influencing consumer purchasing decisions, especially in the context of social media and the digital era.
Abstract:Under the guidance of Mr. Dedi Kusbiantoro, S.P., M.M. as chairman of the supervisory commission and Mrs. Hj. Henny Pratiwi, S.P., M.M. as a member of the advisory committee. The purpose of this study was to determine the…
e pattern of tofu marketing channels, to analyze tofu marketing costs, profits and margins; and to analyze the level of economic efficiency of each tofu marketing channel in Dolok Masihul District, Serdang Bedagai Regency. The choice of research location was done purposively. The sample in this study were 19 respondents who owned the tofu industry. Field research was conducted from March 2022 to April 2022. The method used is marketing margin analysis to determine differences in price levels in marketing channels, this study also uses farmer's share analysis to determine marketing efficiency. The results of the study concluded that the fried tofu housing industry in Dolok Masihul District has 2 (two). In marketing channel I, the total marketing cost is Rp. 30/ptg, the total marketing profit for retailers is Rp. 303.33/ptg, and the marketing margin is Rp. 83.33/ptg. For marketing channel II there is no marketing fee. On stock farmers that marketing channels I and II are included in the efficient category.
Abstract:Mengadakan sosialisasi briket bertujuan untuk menyadarkan masyarakat mengenai pengelolaan limbah yang berpotensi sebagai sumber energi. Untuk masyarakat Kelurahan Enok sendiri belum terlihat pengolahan hasil alam yang tersedia…
rsedia guna dijadikan energi biomassa, padahal banyak hal yang dapat diinovasikan dari bahan alam yang nantinya dapat berpotensi sebagai produk lokal jangka panjang masyarakat Kelurahan Enok. Dengan adanya produk lokal yang telah tersedia tujuan berikutnya ialah bagaimana cara memasarkannya. Masyarakat hanya bisa memasarkan produk mereka di sekitar lingkungan Kelurahan Enok. Agar setiap pelaku UMKM di Kelurahan Enok dapat mengerti bagaimana cara branding suatu produk serta memperluas jangkauan pasar. Dengan adanya produk lokal Biomassa, peningkatan mutu UMKM melalui sosialisasi dan pelatihan design product untuk pelaku UMKM (PKK) di daerah Enok. Pertama, tahap pembuatan produk Biomassa yang dilaksanakan pada minggu ketiga. Kedua, tahap persiapan yang dilaksanakan pada minggu kelima. Ketiga, minggu yang sama tahap penyusunan materi dan menyiapkan segala bahan keperluan dalam melaksanakan pelatihan desain digital marketing pada produk lokal. Keempat, pada minggu yang sama tahap terakhir pelaksanaan pelatihan digital marketing. Hasil dari kegiatan pengabdian menunjukkan bahwa pelaku UMKM sangat antusisas mengikuti kegiatan sosialisasi pembuatan produk yang sebelumnya tidak terfikirkan oleh masyarakat yang bisa menjadi inovasi baru serta semangat dalam pelaksanaan pelatihan digital marketing.