Jurnal Pengabdian FEB UNSAP

Analysis of Traditional Bamboo Woven Product Innovation to Increase the Competitiveness of UMKM Al-Ikhlas Stall Cipanas Tanjungkerta

Erpi Rahman — 2025-04-30

The study analyze the innovation of bamboo woven products in enhancing the competitiveness of Micro, Small, and Medium Enterprises (SMEs) at Warung Al-Ikhlas in Cipanas Village, Tanjungkerta District. UMKM plays a crucial role in the Indonesian economy, and bamboo weaving as a traditional product has significant potential for development. The research method employed is descriptive qualitative, with data collection techniques including observation, interviews, and documentation. The findings indicate that Warung Al-Ikhlas has the potential to improve the competitiveness of bamboo woven products through more modern design innovations and training for the younger generation. However, challenges faced include inconsistent product quality and limited human resources. This study recommends the development of skills among young artisans and a more organized marketing approach to achieve business sustainability

Analysis Of Purchase Decisions for Mixue Products at Plaza Asia Sumedang Based on Price, Taste, Location and Promotion Factors

Aa Kartiwa — 2025-04-30

The present study sets out to analyse the factors that influence purchase decisions for Mixue products at Plaza Asia Sumedang. The factors under scrutiny include price, taste, location and promotion.The central problem this study seeks to address is how purchasing decisions can be influenced by these factors and how they could be used as an evaluation form of Mixue Plaza Asia Sumedang to determine consumer needs.The present study uses a qualitative method. The study used both primary and secondary data collected through documentary and interview sources to obtain in-depth and relevant information.The purchase decision analysis revealed that consumers prioritise purchase decision factors when deciding whether to purchase Mixue products

Analysis of Consumer Satisfaction on Iced Tea Poci Beverage Products in Sumedang

Ila Karmila — 2025-04-30

This study aims to find factors that influence the satisfaction of iced tea pot buyers in Sumedang and find out why buyers prefer this product over other products. Taste, price, and service quality are the components studied. This research uses a qualitative method with a descriptive approach. Informants were selected based on direct experience, so the sample was taken randomly. In-depth interviews, documentation and observation were used to collect data. Primary and secondary data were the sources, and facts from the interviews were used to analyze the data. Taste quality, competitive prices, friendly service, and strategic location are the factors that most influence customer satisfaction, according to the results of the study. Product selection ildue to affordable price

Promotion Analisys on Sales of Micro, Small, and Medium Enterprises Opak DPO in Conggeang District

Gustina Hidayat — 2025-04-30

This study aims to analyze the promotional strategies by UMKM Opak DPO in Conggeang District and their effectiveness in increasing sales. UMKM Opak DPO are micro, small, and medium enteprises engaged in the tradisional food industry that have great potential to develoved in the local market. This study uses a qualitative method involving direct enterviews with UMKM owners, as well as documentation. Data analysis uses a qualitative approach. The result of the study indicate that the promotion carried out by UMKM Opak DPO Includes a promotional strategy that is still limited, dominated by tradisional promotions (door to door).

Analysis of the Relationship between Product Innovation and Promotion to Increase the Attractiveness of RR Sumedang Tamusu Crackers

Yayat Ginanjar — 2025-04-30

Abstract is a brief summary of the entire content of a scientific paper, such as a paper, thesis or dissertation. Abstracts contain important information and the core of the research conducted, so that readers can understand the contents of the work without having to read the entire text. This research examines the complexity of the interaction betweeen product innovation, strategy, promotion, and the appeal of Kerupuk Tamusu RR Sumedang in the local snack food industry, with the aim of making a theoretical contribution to understanding the mechanism of influence between these components. This research aims to provide an up-to-date description and strategic recommendations that are measurable and applicable, using a rigorous methodology. This research uses a descriptive qualitative approach with data collection methods through observation, interviews, and documentation. Tamusu RR crackers offer unique flavors with quality ingredients. Through flavor innovation, packaging improvement, and social media promotion, this product seeks to expand the market. Consistency of innovation and effective promotional strategies are expected to make it superior in the traditional cracker industry.

Analysis Of Consumer Preferences Towards Kolontong Maca Products In Cikadu Village

Tiana Fenny Krisdina — 2025-04-30

This research aims to analyze consumer preferences for Kolontong MaCa products. Kolontong is a typical food from West Java which has a sweet taste and is made from sticky rice and brown sugar. This research uses a quantitative approach with data collection methods through observation interviews and distributing questionnaires to the surrounding community. The results of the research show that consumer preferences for Kolontong MaCa products tend to be stable where consumers continue to choose Kolontong MaCa products because of their consistent for taste, quality and price. Apart from that, the factors that influence the purchase of Kolontong MaCa are influenced by internal and external factors. such as needs and desires, personal preferences, previous experience and knowledge of the product itself in addition to advertising and promotions, recommendations, quality, price, brand. The most important thing in marketing a business is customer satisfaction. Judging from the results of our research, consumer satisfaction with Kolontong MaCa tends to be quite good. Despite the lack of attractiveness in packaging, Kolontong MaCa products remain the choice of the people in Cikadu village

Analysis of the Potential and Challenges of Ibu Yani's Wajit Products Using the SWOT Approach and 4P Marketing Mix Strategy

Solihin Royani — 2025-04-30

This study aims to analyze the potential and challenges of Ibu Yani's wajit product through the SWOT approach and the 4P marketing mix strategy. This study uses a qualitative approach and data is collected through participant observation, semi-structured interviews, and documents. The results of the study indicate that there is great potential for Ibu Yani's wajit product through its taste quality, use of quality raw materials, diverse flavor innovations, and traditional processing. However, this wajit product faces challenges such as competition with modern food, limited market segmentation, and limited distribution. These findings also indicate that digital marketing factors through social media and e-commerce play a major role in becoming the potential and challenges of Ibu Yani's wajit product. The implementation of the 4P marketing mix strategy can help increase product competitiveness. This study recommends the use of digital platforms such as social media and e-commerce to expand modern distribution and promotion

Analysis of Market Challenges and Opportunities in Determining Marketing Strategy in MSME Kerupuk Bangreng Arosyid

Jaja Jaja — 2025-04-30

The study discusses the analysis of market challenges and opportunities in determining marketing strategies in UMKM Kerupuk Bangreng Arosyid in Sumedang. This study focuses on the great potential of the cracker industry in Indonesia, especially kerupuk bangreng which is a typical souvenir from Sumedang. This study highlights UMKM Kerupuk Bangreng Arosyid which has been operating since 2012, but faces several challenges such as tight competition, limited resources, and limited marketing. It aims to identify and analyze the challenges faced by producers of kerupuk bangreng Arosyid, evaluate the impact of competition on sales, identify opportunities to improve marketing, and analyze the role of government and communities in business development.

Analysis Of Consumer Preferences Of Opax Sampeu MSME In Situraja District

Ahmad Andy Adinegara — 2025-04-30

Opax Sam-peu is known as a culinary-based MSME that offers Innovative products with a touch of local taste. Products they have great potential to become regional culinary icons, however Such success relies heavily on a deep understanding of consumer preferences. Consumer preferences themselves are a reflection of people's values, habits and expectations regarding products or services offered. Factors such as product quality, price, menu variations, service, location, as well as branding elements are key components that can influence consumer purchasing decisions. Situraja District has unique social and cultural characteristics, which provides its own challenges for MSMEs to understand and fulfill local market needs. Lifestyle changes, the influence of technology, as well rising expectations for product quality are some of the dynamics which increasingly influences people's consumption patte

Marketing Strategy Analysis To Increase Sale Of Sumber Rezeki Putra Banana Products

Nining Kurniasih — 2025-04-30

The food industry in Indonesia is experiencing rapid growth, driven by economic development and changes in people's lifestyles. One product that has attracted attention is sale, which now has a wide market share. However, Sale Sumber Rejeki Putra, as a sale producer, is facing major challenges due to intensifying competition and changing consumer preferences Despite its great potential, the company must adapt quickly to maintain its market share. Some of the problems faced include the large number of competitors offering similar products, changes in the flavors and packaging desired by consumers, and limitations in existing marketing strategies. Distribution constraints and fluctuating raw material prices also pose significant challenges to operational efficiency. This research aims to analyze the current marketing strategy implemented by Sale Sumber Rejeki Putra, as well as identify internal and external factors that affect the effectiveness of the strategy. In addition, this research will also explore new marketing strategies that can be optimized to significantly increase sales. It is expected that the results of this study can provide valuable insights to improve and develop the company's marketing strategy to be more competitive in a dynamic market

Analysis Of Cikandung Springs Tourism Marketing Strategy To Increase The Number Of Tourist Visits

Helles Amanda — 2025-04-30

This study aims to determine the marketing strategy used to increase the number of tourist visits at Cikandung Spring. this type of research is research with descriptive qualitative methods, where this analysis focuses on collecting and analysing data that is not in the form of numbers or statistics but in the form of words and pictures. Based on the results it can be concluded that the marketing strategy carried out to increase the number of visitors at Cikandung Spring is by implementing including the development of more diverse tourism products, competitive pricing, improving accessibility, and effective promotion through social media. In addition, the development of ecotourism and the organisation of cultural events can be an opportunity to attract more visitors.

Analysis of Consumer Taste for NanaSnack's Bantet Macaroni Products in Sukalaksana

Ryan Feryana Kurniawan — 2025-04-30

Micro, Small and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, including in the snack food sector. Makaroni Bantet NanaSnack is an MSME product that has two flavor variants, namely Spicy and Original, with a characteristic crunchy and unique texture. This research aims to analyze consumer tastes for Makaroni Bantet NanaSnack products, including factors that influence consumer satisfaction, such as taste, texture, portion size, packaging and distribution channels. The research method used is qualitative with a descriptive approach, through interviews with business owners and field observations, as well as secondary data collection. The research results show that consumer tastes for flavors, especially spicy flavors, vary greatly. Even though there is a preference for spicy flavors, the bantet texture is also an important factor that differentiates this product from competitors. In addition, this research found that although product distribution is still limited in the Subang area and surrounding areas, there is great potential to expand distribution channels through digital platforms. It is hoped that the results of this research will provide insight for entrepreneurs to develop products that are more in line with market needs and tastes, as well as increasing competitiveness through distribution innovation