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Puspitasari, Dewi Sinta; Prista, Dynda; Hermawan, Agus; Winarno, Agung

Jurnal Pengabdian Masyarakat Waradin 2025 Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

This study aims to optimize agricultural and livestock yields in Pujon District, Malang, the largest dairy production center, facing the dilemma of commodity price fluctuations and limited product diversification. The method implemented was the Participatory Local Social Development (PLSD) approach, focusing on holistic intervention (research, design, implementation, and evaluation). The research subject was the owner of Geofarm, Feri Fahrian Maulana. The program aimed to transform the dairy and vegetable processed product, Milk Stick (STISU), from a home industry scale into a competitive business unit. Program results demonstrate significant strengthening of the pre-digitalization foundation, including successful product R&D, HPP/BEP formulation, acceleration of legal compliance (NIB and Halal Certification), and the establishment of digital assets and informative packaging. Strategically, the evaluation prompted the consolidation of the STISU brand as a sub-brand under the master brand "Geofarm", proving the effectiveness of PLSD in building young entrepreneurial capacity for community-based food security and market readiness in the digital era.

Mutiara Mutiara; Mika Ardila; Puti Andiny; Martahadi Martahadi; Safuridar Safuridar

Akuntansi Pajak dan Kebijakan Ekonomi Digital 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study is motivated by the tourism potential of Tamsar 27 in Bengkelang Village, Bandar Pusaka Sub-district, Aceh Tamiang Regency, which offers clear river streams, scenic natural landscapes, and a peaceful rural atmosphere, yet has not been optimally managed to improve the local economy. The purpose of this research is to analyze strategies for community-based tourism management to enhance local welfare. The research employs a qualitative descriptive approach, using field observations, interviews, and documentation as data-collection techniques. Data were analyzed through reduction, presentation, and conclusion-drawing stages. The results reveal five main strategies for improving community economy through tourism management at Tamsar 27: (1) improving tourism infrastructure; (2) empowering local communities through training in tourism management and entrepreneurship; (3) diversifying tourism-related businesses such as homestays and local specialty products; (4) optimizing digital promotion; and (5) strengthening partnerships among the village government, village-owned enterprises (BUMDes), and private sectors to ensure sustainable tourism development. The implications of this study demonstrate that applying the principles of community-based tourism and empowerment theory provides an effective foundation for developing sustainable rural tourism destinations while simultaneously enhancing local income and community self-reliance.  

Ade Widiyanti; Agus Zahron Idris; Chara Pratami Tidespania Tubarad

Jurnal Pelayanan Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aims to assist the Ibu Jum Tempe Home Industry MSME in Bandar Lampung in implementing the process costing method as a more accurate, measurable, and efficient production cost calculation system. To date, MSMEs still use simple cost recording without a clear separation between raw material costs, labor, and factory overhead, so that product selling prices often do not reflect actual production costs. To address this problem, this activity was carried out through several stages, namely interviews to explore MSME needs and problems, production process observations, socialization regarding the importance of cost accounting systems, and direct training in the preparation and implementation of process costing. The results of the activity showed an increase in MSME owners' understanding of cost classification, unit cost calculations, and the preparation of production cost reports. After the process costing method was implemented, MSMEs were able to calculate costs more systematically and consistently, thus being able to determine more appropriate and competitive selling prices. In addition, the implementation of this method also contributed to increased cost management efficiency, transparency of financial information, and the managerial ability of business actors in making more appropriate decisions related to cost planning and control.

Vitria, Aida; Abdurrahim, Abdurrahim; Putera , Roja; Jumiati, Jumiati; Purboyo, Purboyo +1 more

Jurnal Pengabdian Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

The increasing snack consumption trend in Indonesia, along with the availability of processed snacks that are high in sugar, fat, and sodium but low in fiber, poses a significant challenge to digestive health. More than 40% of the global population experiences digestive disorders, often related to unhealthy eating patterns and low fiber intake. In response to this issue, an innovative healthy snack called TaroStik, made from taro vines (Colocasia esculenta) rich in fiber and nutrients, has been developed. This product comes in two forms, sticks and chips, with three flavor variants (salty, sweet, and spicy), offering a healthy snacking experience without sacrificing taste. Training on utilizing taro vines to create TaroStik was conducted in Banjarbaru, involving prospective entrepreneurs with a combined approach of theory, hands-on practice, and group discussions. Participants were trained from material selection, processing (peeling, soaking, steaming, frying), packaging, to social media marketing simulation. As a result, most participants were able to independently produce TaroStik, with some expressing intentions to continue production at a home scale. TaroStik not only provides a digestive health solution through natural snacks free of preservatives but also brings positive impacts in three areas: economy (creating business opportunities based on local ingredients), environment (reducing agricultural waste), and nutrition (increasing healthy food consumption). This innovation embodies the principles of green economy and sustainable entrepreneurship, opening new business opportunities and improving community welfare.

Vitria, Aida; Abdurrahim, Abdurrahim; Putera , Roja; Jumiati, Jumiati; Purboyo, Purboyo +1 more

Jurnal Pengabdian Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

The increasing snack consumption trend in Indonesia, along with the availability of processed snacks that are high in sugar, fat, and sodium but low in fiber, poses a significant challenge to digestive health. More than 40% of the global population experiences digestive disorders, often related to unhealthy eating patterns and low fiber intake. In response to this issue, an innovative healthy snack called TaroStik, made from taro vines (Colocasia esculenta) rich in fiber and nutrients, has been developed. This product comes in two forms, sticks and chips, with three flavor variants (salty, sweet, and spicy), offering a healthy snacking experience without sacrificing taste. Training on utilizing taro vines to create TaroStik was conducted in Banjarbaru, involving prospective entrepreneurs with a combined approach of theory, hands-on practice, and group discussions. Participants were trained from material selection, processing (peeling, soaking, steaming, frying), packaging, to social media marketing simulation. As a result, most participants were able to independently produce TaroStik, with some expressing intentions to continue production at a home scale. TaroStik not only provides a digestive health solution through natural snacks free of preservatives but also brings positive impacts in three areas: economy (creating business opportunities based on local ingredients), environment (reducing agricultural waste), and nutrition (increasing healthy food consumption). This innovation embodies the principles of green economy and sustainable entrepreneurship, opening new business opportunities and improving community welfare.

Efrida Pima Sari Tambunan; Soraya Saputri; Rika Rahmawati Situmorang; Syahnur Fadillah Azmi; Mahfuza Delila Harahap +1 more

Jurnal Pengabdian Masyarakat Terapan 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aims to increase the ability and creativity of the people of Situnggaling Village, Brand District, Karo Regency, in utilizing the potential of the surrounding nature in the form of telang flowers (Clitoria ternatea L.) through training in making simple syrup products. This training was attended by 34 participants consisting of housewives and village teenagers. The implementation method includes socialization of the benefits of telang flowers, syrup making demonstrations, as well as technical assistance in packaging and marketing strategies. Participants were also given an understanding of hygiene standards, the right dosage of ingredients, natural dyeing techniques, and product storage procedures to have a longer shelf life. In addition to the production aspect, this activity also discussed the economic potential of telang flower syrup products as a commodity for MSMEs, including the calculation of production costs and marketing opportunities through social media. The results showed a significant increase in participants' knowledge about the economic value and health benefits of telang flowers, as well as their ability to produce syrup independently. This activity is expected to be the first step in empowering the local potential-based economy and encouraging the formation of new sustainable home businesses in Situnggaling Village.

Rani Ismiarti Ergantara; Ahmad Sidiq; Gustamam Gustamam; Tri Kurniati; Hendrik Saputra +2 more

Venus: Jurnal Publikasi Rumpun Ilmu Teknik 2025 Asosiasi Riset Ilmu Teknik Indonesia

Ngarip Village, Ulubelu District, is one of the coffee-producing areas in Tanggamus Regency. Some residents process the harvested coffee into various micro, small and medium enterprises (MSME) products. This activity produces a byproduct in the form of coffee grounds. Coffee grounds have characteristics that allow them to be processed into products with utility and economic value. This community service activity aims to provide knowledge and skills to the Ngarip Village community on how to process coffee grounds into aromatherapy candles that are attractive, useful, and have the potential to be developed as a creative economy product. The implementation method includes literature studies, field observations, preparation of tools and materials, and socialization and training that includes material presentations, discussions, demonstrations, hands-on practice, and documentation. This training provides knowledge on the concept of 3R-based waste management and techniques for making aromatherapy candles using coffee grounds as an additional ingredient. The implementation results showed that participants were able to understand the process of making aromatherapy candles, from drying coffee grounds, melting wax, mixing ingredients, to the molding stage. Participants also gained knowledge about the benefits of aromatherapy candles for health, the environment, and their economic potential. This training can improve the community's ability to process waste into useful products, while also opening up sustainable home business opportunities. Overall, this activity has a positive impact on increasing public insight, creativity, and awareness regarding organic waste management, as well as encouraging innovations that support local economic independence.

Astuti Rangu; Adelbertus Umbu Janga; Paulus Mikku Ate

Neptunus: Jurnal Ilmu Komputer Dan Teknologi Informasi 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Village-Owned Enterprises (BUMDes) are regulated in Article 1 Paragraph (6) of the Regulation of the Minister of Home Affairs Number 39 of 2010, which states that BUMDes is a business formed by the village government with its ownership and management involving the village government and the community. BUMDesa Kareka Nduku, although it functions as a village economic empowerment institution, faces a number of challenges in its operations. Some of the main problems faced are difficulties in recording agricultural assets and tools, as well as the insynchronization between stock records in warehouses and records in the treasurer, which leads to frequent shortages of fertilizer and insecticide stocks. In addition, the manual recording process for capital and business loans causes the creation of monthly reports to take a long time, even more than an hour, and there are often errors because officers have to check daily reports from various fields. This resulted in delays in making reports that should have been submitted by the BUMDes.

Yumna, Serilda; Chabib Musthofa

Jurnal Pengabdian Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

This community service program aims to empower rural women through training in making steamed buns (bakpao) using yellow sweet potatoes in Sambirejo Village, Ngrambe District, Ngawi Regency. Yellow sweet potatoes are one of the abundant local agricultural products, yet their utilization has been limited to household consumption. Through this program, yellow sweet potatoes were processed into innovative food products in the form of bakpao, which provide nutritional value, consumer appeal, and economic opportunities. The method applied was Asset Based Community Development (ABCD) with a participatory approach, emphasizing the use of local assets and the active involvement of community members. The stages included asset identification, technical training through demonstration, hands-on practice, and evaluation. Participants were drawn from PKK women and local micro, small, and medium enterprises (MSMEs). The results showed significant improvements in participants’ knowledge of local food diversification, technical skills in processing yellow sweet potatoes, and entrepreneurial motivation to initiate home-based businesses. In addition, the training encouraged participants’ creativity in developing more varied local food products. Therefore, the program not only contributed to women’s empowerment but also strengthened MSMEs, promoted local food innovation, and supported community economic independence.

Yumna, Serilda; Chabib Musthofa

Jurnal Pengabdian Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

This community service program aims to empower rural women through training in making steamed buns (bakpao) using yellow sweet potatoes in Sambirejo Village, Ngrambe District, Ngawi Regency. Yellow sweet potatoes are one of the abundant local agricultural products, yet their utilization has been limited to household consumption. Through this program, yellow sweet potatoes were processed into innovative food products in the form of bakpao, which provide nutritional value, consumer appeal, and economic opportunities. The method applied was Asset Based Community Development (ABCD) with a participatory approach, emphasizing the use of local assets and the active involvement of community members. The stages included asset identification, technical training through demonstration, hands-on practice, and evaluation. Participants were drawn from PKK women and local micro, small, and medium enterprises (MSMEs). The results showed significant improvements in participants’ knowledge of local food diversification, technical skills in processing yellow sweet potatoes, and entrepreneurial motivation to initiate home-based businesses. In addition, the training encouraged participants’ creativity in developing more varied local food products. Therefore, the program not only contributed to women’s empowerment but also strengthened MSMEs, promoted local food innovation, and supported community economic independence.

Popi Damayanti; Muhammad Imanuddin Kandias Saraan

Jurnal Media Administrasi 2025 Universitas 17 Agustus 1945 Semarang, Indonesia

Managing public markets is one form of government service aimed at improving community competitiveness, as regulated in the Republic of Indonesia Law No. 7 of 2014 concerning Trade and the Minister of Home Affairs Regulation No. 20 of 2012 concerning the Management and Empowerment of Traditional Markets. Public markets play a vital role as local economic drivers that support community livelihoods. According to Utamanews.com (2022), Tanjung Morawa Public Market, located on Jalan Gerilya, Tanjung Morawa District, was rated by business actors as the poorest-performing public market in Deli Serdang Regency. This study aims to describe the capacity of the Department of Industry and Trade (Disperindag) of Deli Serdang Regency in managing the Tanjung Morawa Public Market. The research uses a descriptive qualitative method with data collected through observation, interviews, and documentation. The analysis is based on Horton et al.’s (2003) organizational capacity indicators, including human resources, infrastructure, technology, budgeting, and organizational activities. The findings reveal that Disperindag has not yet reached optimal capacity in market management, as evidenced by weak human resources, poorly maintained infrastructure, lack of technological application such as REPATONIK, limited budget allocation, and ineffective organizational activities in maintaining cleanliness and regulating street vendors around the market.

Saili, Takdir; Analuddin, La Ode; Santi, Nur; Badaruddin, Rusli; Hakim, Muh Haidir

Jurnal Inovasi dan Pengabdian Kaa Mieera (JIPKAM) 2025 Politeknik Negeri Fakfak

This community service activity aims to increase the added value of local food products through training in making meatballs and salted eggs in Mokoau Village, Kambu District, Kendari City. Local food ingredients such as beef and duck/chicken eggs are abundant, but their use is still limited to household consumption. The activity implementation method includes preparation, theoretical and practical training, and evaluation of training results. This activity was held from September to October 2025, involving 25 participants consisting of housewives and local micro, small, and medium enterprises (MSMEs). The results of the activity showed an increase in the participants' ability to process local food ingredients into products with higher economic value. The meatballs and salted eggs produced had good taste and potential to be developed as a home business. The training also increased public awareness of the importance of product hygiene and packaging. This activity contributed to community economic empowerment and strengthening local food security through food product diversification.

M. Ilham Wira Pratama; Nelly Astuti; Rendi Rendi

Jurnal Pengabdian Sosial dan Kemanusiaan 2025 Lembaga Pengembangan Kinerja Dosen

This activity aims to encourage the economic independence of Micro, Small, and Medium Enterprises (MSMEs) by optimizing local potential in Kepoh Village, Toboali District, South Bangka Regency. The outreach activities were conducted by collecting primary data through observation, interviews, and documentation regarding the condition of MSMEs and the village's superior potential, including the marine and fisheries, plantation, and mining sectors. The data obtained showed that the majority of MSMEs in Kepoh Village are engaged in the food trade and home industries, with varying income levels, ranging from Rp. 150,000 to Rp. 30,000,000 per month. In addition, the village's abundant potential, such as fisheries with an average production of 16.5 tons, plantations with various commodities, and tin mining resources, presents a great opportunity to support the development of local MSMEs. Through this outreach activity, MSMEs are encouraged to increase their business capacity, utilize local potential sustainably, and understand the importance of protecting Intellectual Property Rights (IPR) as a marketing strategy and to increase competitiveness. This counseling is carried out to provide a positive contribution in providing knowledge, motivation, and more innovative business management strategies starting from product marketing strategies both in economic and legal aspects as well as the urgency of business legality, so as to strengthen the economic independence of MSME actors and support the inclusive economic development of Kepoh Village

Jemi Anggara; Rahmat Rudiyanto

Al-Tarbiyah: Jurnal Ilmu Pendidikan Islam 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

The aim of this research is to describe the social and health movements carried out by Muhammadiyah as one of the leading Islamic organizations in Indonesia. This research uses a qualitative methodology with a library approach. The research results show that Muhammadiyah's contribution to the field of social and health services is very large with the birth of various Muhammadiyah Charity Businesses such as hospitals, maternity homes, polyclinics, orphanages, nursing homes, and lazismu.  

Ahmad Farozi Eka Chandra; Assifa Rizqiyah Fitriani; Adi Sukma Maulana; Budiharjo Budiharjo

Manufaktur: Publikasi Sub Rumpun Ilmu Keteknikan Industri 2025 Asosiasi Riset Ilmu Teknik Indonesia

The Hazard and Operability (HAZOP) methodology is a qualitative risk analysis technique commonly used to detect potential work hazards. CV. Suryadi Sentosa, also known as Bapak Suryadi's Home Tempe Industry, is a home-based business that produces tempeh. Almost all of the production procedures are still carried out manually, and occupational accident analysis measures have not been implemented. The factory conditions indicate inadequate lighting and ventilation, as well as relatively slippery floors. It is also observed that the industry workers do not pay much attention to their posture, and they do not use personal protective equipment (PPE). This research was conducted directly at the CV. Suryadi Sentosa Tempe Factory, using interviews and observations of seven workers involved in the production process. The steps taken in this study are compiling the sequence of the production process. By using a Hazard and Operability (HAZOP) worksheet, identify potential risks, conduct risk control analysis, monitor and evaluate, implement improvements, and draw conclusions. The analysis found 9 stages of tempeh production at Mr. Suryadi's facility. Several improvements are needed, including involving several workers to handle soybean processing, creating ventilation to provide good and healthy air circulation for workers, adding lighting as a light source so that workers can perform their tasks comfortably, and using ergonomic chairs and work tables to prevent fatigue and increase factory productivity.

Zuyun Tawang Sari; Ahmad Hafidh Saiful Fikri Hall

International Journal of Educational Research 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

The Effects of Study Practices, Learning Resources, and Home Environment on High School Students’ Academic Performance in Yogyakarta Province. Thesis. Yogyakarta: Faculty of Economics and Business, Yogyakarta State University. 2025. This research investigates how Study Practices, Learning Resources, and Home Environment affect the Academic Performance of high school students in Yogyakarta Province. It is classified as associative/causal research utilizing a quantitative methodology. The participants in this study included high school students from the Special Region of Yogyakarta Province. The sample comprised 160 respondents, selected through random sampling. Data were analyzed using SPSS software. The findings revealed the following: (1) Study Practices positively and significantly impact academic performance, demonstrated by a calculated t value greater than the t table (4.210 > 1.97529) with a significance level of 0.000, which is less than 0.05. (2) Learning Resources also show a positive and significant effect on academic performance, with a calculated t value exceeding the t table (2.306 > 1.97529) and a significance level of 0.022, which is less than 0.05. (3) The Home Environment positively and significantly influences academic performance, indicated by a t value greater than the table value (2.104 > 1.97529) and a significance level of 0.037, which is below 0.05. (4) Study Practices, Learning Resources, and Home Environment collectively have a positive impact on student academic performance, with a calculated F value exceeding the F table (42.608 > 2.66) and a significance level of 0.000, which is less than 0.05.

Restu Millaningtyas; Sudarmiatin Sudarmiatin

Jurnal Bintang Manajemen (JUBIMA) 2025 Pusat Riset dan Inovasi Nasional

The K-Pop music industry has experienced tremendous growth and emerged as a global phenomenon, impacting other sectors, including the souvenir industry. The allegiance of devoted K-Pop enthusiasts significantly influences the purchase of memorabilia associated with their heroes. K-Pop memorabilia serves not merely as commodities, but also as emblems of cultural identity for enthusiasts. Consequently, SMEs involved in souvenir production possess significant potential to enhance the competitiveness of their products in both home and international markets. This study seeks to examine the influence of K-Pop fan devotion on the competitiveness of souvenir products and to identify business strategies that SMEs, like Zonnebloem Souvenir, can implement to compete in the worldwide market. Employing qualitative methodologies alongside the Business Model Canvas (BMC) and SWOT analysis to assess the business model of Zonnebloem Souvenir. Data was collected by observation, interviews, and documentation, then analyzed to formulate a business development strategy. The data indicates that Zonnebloem Souvenir has effectively leveraged K-Pop fan loyalty via product innovation and digital marketing, enabling international marketability. Zonnebloem enhances competitiveness by diversifying distribution channels, elevating product quality, and perpetually innovating in response to the burgeoning K-Pop trends in the global market.

Andani Asmara; Rudi Rinaldo; Muhammad Afriusnaldi; Ananda Enda Nadicca; Iko Marsela

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the development of the creative economy through the utilization of textile waste, particularly patchwork fabric, by leveraging digital platforms. Employing a qualitative approach with a case study method, the research involved creative entrepreneurs who transform patchwork waste into economically valuable products, such as bags, wallets, accessories, and home decorations. Data were collected using in-depth interviews, participatory observation, and document studies, and then analyzed thematically. The findings reveal that patchwork fabric waste can be successfully converted into high-value creative products through innovative designs and diversification strategies. Furthermore, the adoption of digital platforms, including social media and online marketplaces, plays a pivotal role in product promotion, enhancing brand awareness, and expanding market reach beyond local boundaries. This integration not only provides economic benefits, such as increased income for entrepreneurs and the creation of new job opportunities, but also fosters social and environmental impacts, including raising community awareness of sustainable waste management practices. The study emphasizes that the creative transformation of textile waste contributes to circular economy principles, supporting resource efficiency and reducing environmental burden. In conclusion, the integration of creativity, innovation, and digital technology utilization emerges as a sustainable strategy for developing a creative economy based on waste materials. These findings provide insights for entrepreneurs, policymakers, and communities in promoting environmentally friendly business models while simultaneously driving inclusive economic growth.

Fanny Sumaedi Rabianto; Maria Kristiningsih

Jurnal Pengabdian dan Perubahan Sosial 2025 Lembaga Pengembangan Kinerja Dosen

The high consumer interest in food makes culinary businesses play a crucial role in meeting consumer purchasing interest in culinary. This is a crucial concern and task for all parties, both the government and food producers, to maintain the safety of the food they produce. Both in terms of nutrition, hygiene, safety, halal certification, and so on must be a serious concern for producers. One of the government's programs to ensure food products are safe for public consumption is by issuing distribution permits in the form of PIRT (home industry food) permits and Halal Certification, which are official guarantees from the government, so that food products can be distributed and are safe for consumption by all consumers. PIRT is issued through a supervisory body, namely the Health Office located in a Regency. Along with this, various opportunities to improve marketing performance arise through the marketplace platform. This community service approach uses an empowerment approach to the benefits of PIRT, Halal Certification and digital marketing through the marketplace platform to increase consumer trust in products and marketing performance. Through this service, the product value increases, by obtaining PIRT permits and Halal Certification, and the STIE Gentiaras student product has a wider marketing reach through the marketplace platform.

Deajeng Carolline Firisqi Samudera Sari; Yugi Setyarko

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the influence of Personal Branding, Perceived Value, and Product Quality on consumer purchasing decisions for Carolline Crafty Crochet home industry knitting craft products. The background of this study is based on the increasing competition in the handicraft business, so that business owners are required to be able to build a strong personal image, provide perceived value to consumers, and maintain product quality to increase purchasing attractiveness. The data source used is primary data obtained through distributing questionnaires to respondents. The population of this study were consumers who had purchased Carolline Crafty Crochet products both offline and online. The sampling technique used a nonprobability sampling method with a purposive sampling approach. The calculation of the number of samples used the Lemeshow formula and obtained 96 respondents who met the research criteria. Data analysis was carried out with the help of SPSS version 27 software through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and partial and simultaneous hypothesis testing. The results showed that the variables Personal Branding, Perceived Value, and Product Quality had a positive and significant effect on consumer purchasing decisions. This indicates that the stronger the business owner's personal branding, the higher the perceived value felt by consumers, and the better the quality of the products offered, the greater the likelihood of consumers making purchasing decisions. These findings provide practical implications for small and medium enterprises (SMEs), particularly in the handicraft industry, that marketing strategies based on personal branding, increasing perceived value, and controlling product quality need to be optimized to increase consumer loyalty and purchasing interest. Thus, this study emphasizes the importance of integrating aspects of personal branding, perceived value, and product quality in shaping purchasing decisions, which can serve as a reference for developing sustainable business strategies in today's competitive era.