<p class="BodyAbstract">Perkembangan bisnis kuliner di kota Malang setiap tahun selalu mengalami kenaikan, sehingga membuat persaingan antar perusahaan semakin ketat. Strategi untuk menghadapi persaingan yaitu dengan menerapkan pemasaran secara daring melalui media sosial, karena jumlah penggunanya yang semakin banyak. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap minat dan keputusan pembelian konsumen di usaha makanan sehat Dailee. Elemen social media marketing sebagai variabel bebas terdiri dari context, content, communication, dan connection. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 60 orang. Pengumpulan data dilakukan menggunakan kuisioner dengan pengukuran skala Likert. Teknik analisis dilakukan dengan menggunakan SEM-PLS diolah dengan software WarpPLS 7.0. Hasil penelitian menunjukkan empat elemen social media marketing berpengaruh positif dan signifikan terhadap minat beli dan keputusan pembelian konsumen di usaha makanan sehat Dailee.</p>
Abstrak: Pasca pandemi covid-19 pertumbuhan ekonomi masyarakat Desa Krucil masih belum stabil. Pemerintah desa sudah menerapkan berbagai aktivitas yang bisa menstimulus pertumbuhan ekonomi, salah satunya meningkatkan peran Badan Usaha Milik Desa (BUMDES). BUMDES Krucil salah satu yang diharapkan mampu memberikan solusi untuk masyarakat Desa Krucil khususnya pemuda pemudi dalam berkarya dan meningkatkan penghasilan. Melalui kegiatan pengabdian masyarakat kami mendukung aktivitas BUMDES Krucil dalam menyusun, merancang model bisnis yang sesuai dengan potensinya. Metode pengabdian dengan cara pendampingan secara langsung kepada pengurus BUMDES, pelatihan secara teoritis online maupun offline, praktik secara langsung merancang model bisnis menggunakan Bisnis Model Canvas (BMC). Bisnis Model Canvas menggunakan sembilan blok/elemen yang sangat mudah untuk diterapkan oleh BUMDES. Hasil kegiatan pengabdian ini mampu meningkatkan sumber daya manusia pengurus dengan keilmuan baru, mampu menyusun model bisnis yang sesuai dengan kondisi BUMDES, mampu menyusun program kerja BUMDES untuk mendukung pertumbuhan ekonomi desa. Abstract: After the Covid-19 pandemic, the economic growth of the Krucil Village community is still unstable. The village government has implemented various activities that can stimulate economic growth, one of which is increasing the role of Village-Owned Business Enterprises (BUMDES). BUMDES Krucil is one that is expected to be able to provide solutions for the Krucil Village community, especially young people in working and increasing income. Through community service activities, BUMDES Krucil's activities in compiling, designing a business model that suits its potential are fully supported by the community service activity team. The service method is by way of direct assistance to BUMDES administrators, theoretical training online and offline, direct practice of designing business models using the Business Model Canvas (BMC). The Business Model Canvas uses nine blocks or elements that are very easy for BUMDES to implement. The results of this service activity are able to improve the human resources of the management with new knowledge, able to compile a business model that suits BUMDES conditions, able to compile BUMDES work programs to support village economic growth.
The concept of ecology-based tourism or ecotourism is the main attraction for tourists. This study was conducted to determine the attributes of superior ecotourism at resorts based on consumer preferences using the UGC (User Generated Content) approach. This study was use a non-probability sampling approach and the data analysis technique was the Jaccard Score, Z-Score and PCA rankings. The results show that ecotourism attributes that are consumer preferences based on UGC include natural beauty, accessibility, atmosphere, food and beverages, and service. In addition, the ranking of superior ecotourism attributes based on consumer preferences with a jaccard score coefficient from each resort, has a different rating. This rating also applies to the results of the binomial z-score test analysis which shows the level of consumer satisfaction with these attributes. Based on the PCA analysis, it was found that the resort hotel that has the potential to compete is between Legian and Oberoi. Resorts that have competitive potential are able to improve performance based on two main components formed from the PCA analysis, namely basic and advanced offers. The greater value of this coefficient means that the attribute has a large effect on improving performance and has an effect on resort decision making.
The purpose of this research is to see consumer preferences for food products made from MOCAF by using Discourse Network Analysis (DNA). Using DNA analysis, issues and concepts of issues can be obtained which can be used as indicators and variables that determine consumer preferences for food products made from MOCAF raw materials. The analysis used in this research is DNA analysis. Sources of DNA data come from various information in cyberspace in accordance with the research context. DNA data processing will produce statements, actors, concepts/issues, and sentiments, along with the origin of the organization that can be used as variables and the relationship between existing variables can be known. The findings of this study are obtained variables that can be used to determine consumer preferences for food products made from MOCAF that is product quality, product service quality, Indonesian import quantity, consumer satisfaction and marketing strategy. Originality in this study is the use of DNA analysis in determining the variables used in viewing consumer preferences for food products made from MOCAF. There is no previous research that discusses consumer preferences for food products made from MOCAF by using DNA analysis in determining the variables used.
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