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The purpose of this research is to determine the simultaneous and partial influence as well as the dominant variables of the marketing mix consisting of Product (X1), Price (X2), Promotion (X3), Place (X4) on the Purchase Decision (Y) of Baked Bolu Cake in Mother's Home Business Yuli in Pepara Village, Tanah Grogot District. The sample in this study were consumers who coincidentally met the researcher during the research period to buy Bakar Bolu Cake at Mrs. Yuli's home business in Pepara Village, Tanah Grogot District from June to July 2023 with an incidental sampling technique and a sample size of 50 respondents. The results of the validity test calculation show that 28 statement items have a value of rcount > rtable, which means that all statements are considered valid, because rcount is greater than rtable. The results of the reliability test showed that a result of 0.944 was obtained, which means that the 28 questionnaire items were said to be reliable because Cronbach'alpha was > 0.6. The results of multiple linear analysis are Y= 1.117 + 0.308X1 + 0.042X2 + 0.283X3 + 0.175X4, meaning that the marketing mix variables have a positive effect on purchasing decisions. The correlation coefficient (R) value is 0.898 which is in the range of 0.80-1.000, meaning this number shows a very strong relationship between the variables Product (X1), Price (X2), Promotion (X3), Place (X4) on Purchasing Decisions ( Y). The value of the Adjusted R Square Determination Coefficient of 0.790 or 79.0% means that 79.0% of the purchasing decision variable (Y) is influenced by the variable factors Product (X1), Price (X2), Promotion (X3), Place (X4 ). The remaining 21% is influenced by other factors not examined in this research. The results of the f test calculation (simultaneous) show the value of fcount > ftable (47.080 > 2.58) which means that the marketing mix variables consisting of Product (X1), Price (X2), Promotion (X3), Place (X4) have a simultaneous effect or together on the Purchase Decision (Y) Bakar Bolu Cake at Mrs. Yuli's Home Business in Pepara Village, Tanah Grogot District. The results of the t test calculation (partial) by looking at this t calculate each marketing mix variable consisting of Product (X1), Price (X2), Promotion (X3), Place (X4) with a t test result of 3.318; 0.311; 2.465; and 2.614 which, when compared with the ttable value of 2.014, means that the dominant influence on purchasing decisions is Product (X1) because the Product variable (X1) has the highest value, namely 3.318 > 2.014. From the conclusion of the t test results obtained, the second hypothesis is that it is suspected that the Product variable (X1) has a dominant influence on the Purchasing Decision (Y) of Bakar Bolu Cake can be accepted or H0 is rejected Ha is accepted.

The use of digital technology which is still low and the lack of knowledge in utilizing branding efforts as an effort to introduce products to consumers are still obstacles faced by UMKM Berkah Soybean Crackers. UMKM Kerupuk Soybean Berkah only focuses on product trading but still has not implemented good product branding. UMKM business actors have not fully implemented digital marketing by utilizing social media so that they do not support the expansion and market reach of the products they produce. LPPM lecturers and KKN students collaborated in the Community Service Innovation Program which was carried out by holding training and socialization activities related to product branding strategies and the use of digital marketing in supporting business stability and reaching a wider market. The implementation method is carried out offline which is offered by business actors and some of their workers. The results of the community service activities obtained by UMKM business participants are satisfied with the material presented and increasing awareness of the importance of using product branding as the spearhead of the products produced as well as training in making logos as a product branding effort by practicing directly has increased the ability to make attractive product branding in accordance with the wishes so as to create consumer loyalty to the products produced

The growth of businesses on a micro, small and medium scale is in line with technological advances that are also experiencing rapid development. The Internet is one of the technological advancements that can be used for online product marketing, either through social media or e-commerce. Digital marketing and branding are the right marketing and media strategies to reach a wider market. This digital marketing and branding assistance activity aims to educate and facilitate MSMEs in Musir Lor Village to reach their consumers globally. Using the ABCD method through an approach that focuses on assets owned by MSMEs, this devotion activity seeks the realization of a social life order so that people can become perpetrators and determine development efforts in their environment. This assistance activity uses an object, namely MSME "Kiara Snack " Ibu Marfi'ah, which produces a variety of cakes and traditional snacks. The result of this assistance activity is the creation of logo design, registration of NIB, updating packaging design, interactive content creation and digital marketing through social media and e-commerce.

The purpose of this study was to determine the effect of simultaneous and partial as well as the dominant variable of the marketing mix consisting of product (X1), price (X2), promotion (X3) and place variable (X4) on purchasing decisions (Y) in Deta Stores in the Village Senaken District of Tanah Grogot. The sample for this study were consumers or people who made purchases at Deta Stores from May 2022 to June 2022. Using an incidental sampling technique, the number of samples obtained was 50 people. Consumers who were the sample in this study were given a questionnaire consisting of 31 statements. Responses to the questionnaire were tested for validity and reliability prior to multiple linear regression analysis using the SPSS application. The results of testing the research instrument, namely the questionnaire, showed that 31 statement items were declared valid because r count > r table. In addition, all statements are reliable because the cronbach`s alpha value is 0.940 > 060. The regression equation obtained Y = -0.045+0.582X1+0.023X-0.167X3+0.562X4. The correlation coefficient value of 0.896 shows a very strong relationship between the marketing mix which consists of product (X1), price (X2), promotion (X3) and place (X4) and purchasing decisions (Y) at Deta Shop in Senaken Village, Tanah District Grogot. The coefficient of determination (R2) is 0.785, which means that the marketing mix which consists of product (X1), price (X2), promotion (X3) and place variable (X4) can explain the purchase decision at Shop Deta in Senaken Village, Tanah Grogot District of 78 .5%, while the remaining 21.5% is influenced by other factors not included in this study. Simultaneous testing shows that the value of F count > F table or 45.828 > 2.5787 so that it can be concluded that there is at least one of the sub-variables of the marketing mix (X) consisting of product (X1), price (X2), promotion (X3) and place (X4) has an effect on purchasing decisions (Y) at Store Deta in Senaken Village, Tanah Grogot District. Furthermore, testing was carried out with the calculated t value of each marketing mix sub-variable consisting of product (X1), price (X2), promotion (X3) and place (X4) each of 3.157; 0.237; 1.531 and 3.844 which when compared with the t table is 2.0141, the product (X1) and place (X4) have a significant effect on purchasing decisions (Y) in Deta Shop in Senaken Village, Tanah Grogot District because the value of t count > t table. Meanwhile, price (X2) and promotion (X3) have no significant effect on purchasing decisions (Y) in Deta Stores in Senaken Village, Tanah Grogot District, because t count < t table. The dominant variable that influences purchasing decisions (Y) in Shop Deta in Senaken Village, Tanah Grogot District is place (X4) because the t value is the highest.  

This study aims to analyze the corn agribusiness supply chain in Sigi Regency, precisely in Sidondo Village. The paradigm in this study is the constructivism paradigm. A qualitative descriptive approach is used in this study. This research requires 15 informants consisting of Farmers, Fertilizer Providers, Seed Providers, Collectors, Wholesalers, Small Traders, Consumers. The data collection process was carried out by direct field interviews with informants. The data analysis method used is the Nvivo 12 Plus software. The results of this study indicate that the sweet corn agribusiness supply chain in Sidondo Village is included in the Upstream Supply Chain, Internal Supply Chain, and Downstream Supply Chain routes. The results of this study indicate that the upstream supply chain is related to the activity of providing corn seeds and the provision of corn fertilizer to corn farmers, the internal supply chain is related to the corn production process from planting to post-harvest, and the downstream supply chain is related to the distribution of crops up to the end consumers. The effectiveness and efficiency of the sweet corn agribusiness supply chain in Sidondo Village has been running well and smoothly. There is already coordination, information sharing, communication, and flexibility in corn agribusiness in Sigi District, Sidondo Village.

This study aims to analyze the effect of Price Perception and Location on Consumer Purchase Decisions in Steak Moen Moen Lampung. This research was done with quantitative analysis through questionnaires. The population of this study was consumers of Steak Moen Moen Lampung who did a transaction at Steak Moen Moen Lampung in 2022. The sample in this study was 100 respondents using the purposive sampling technique. The data was analyzed using SPSS Vers 25.  The results of the study stated that price perception and location have an influence of 41.5% on consumer purchase decisions. Based on the results of the T-test showed that price perception and location have a positive and significant effect on purchase decisions partially. The F-test results showed that price perception and location have a positive and significant effect on purchase decisions simultaneously. Based on the results of this study, suggestions for Steak Moen Moen Lampung are to maintain affordability, maintain competitive prices, keep the location accessible, and continue to update payment methods to keep up with the times.

The Promotion Strategy is a step in the field of marketing in the form of interaction/communication carried out by the company with consumers or customers. The interactions that are formed in the marketing promotion strategy are in the form of providing information, inviting, and giving influence about a product. The purpose of this research is to find out whether there are differences in promotional strategies between shopee and lazada. The population in this study were all shopee and lazada consumers in Bima City and the sample used in this study was 100 samples which were divided into 50 shopee respondents and 50 lazada respondents. The sampling technique uses purposive sampling. The analysis technique uses the independent t-test. The results of the research show that there are differences in promotion strategies on the marketplace, Shopee and Lazada

Pesanggrahan Village, Kesugihan District, is one of the innovation villages launched by the Cilacap district government in 2022. The Kesugihan area has potential local food sources that have the potential to be developed by the community. Nuri Snack is one of the business actors engaged in food processing in the form of various chips in the form of cassava, taro and banana chips. Marketing that has been carried out at this time is selling to markets and serving purchases at home, there has been no innovation in expanding marketing to modern shops and online shops. The aims of this study were 1) to design informative packaging labels in accordance with labeling standards and 2) to develop packaging designs according to the wishes of consumers using the kansei engineering method. The method used is the kansei engineering method which translates consumer feelings into design specifications. Implementation The results of this study are in the form of label and packaging design concepts, design actors include uniqueness, product identity colors, complete product information, complete packaging information, neat, protected products, easy to carry, easy to store, have licensing and attractive designs, and the proposed packaging uses white standing pouch window doff 500z packaging with size 14cm x 23cm and chromo sticker as packaging label design. Conclusion The proposed label design already has permits and has an elegant design and is made of standing pouch plastic with a ziplock.  

People who produce typical food products certainly have a business that generates profits in the sale of the products they make. By increasing sales, it is necessary for a brand in a product to provide benefits for both producers and consumers. In product development, KKN students carry out a rebranding activity for UMKM’s. Rebranding is an effort made to completely change or renew an existing brand so that it becomes better by not ignoring the company's original purpose, which is profit-oriented. In order to find out the obstacles faced by UMKM’s in the Blitar sub-district, it is necessary to conduct a qualitative research method with the types of data collection observation, interviews and documentation. And the results of this rebranding chose one of the UMKM’s in Blitar Village by assisting in logo rebranding activities, packaging to making taglines.

In the current era, digital is very important and needed by every human being in their daily life, both for doing business and shopping. In the world of entrepreneurship, Micro, Small and Medium Enterprises (MSMEs) need digitization through social media so that the products that have been made can be recognized and marketed with a wider reach to consumers. However, the lack of knowledge regarding the use of social media is an obstacle for UMKM in Banjaragung Village so that marketing is carried out only offline and word of mouth. By conducting socialization and assistance regarding the functions and various features that can be used in social media to Banjaragung Village MSMEs, it is hoped that this can be implemented so that product marketing can be easier and optimal. The method used is qualitative with the type of data collection through observation, interviews, and documentation of activities. The results obtained from these activities are that UMKM in Banjaragung Village can utilize social media in marketing their products. So, having a social media account can be used as promotional media as well as product marketing by posting product photos and various other promos that can attract consumer interest.

This study aims to analyze and find out the marketing strategy in Binong Jati Knitting Tourism Village in selling knitting products. The problem in this study is that the marketing strategy implemented by Binong Jati Knitting Tourism Village for the sale of knitting products has not been maximized and has not had a positive impact on Binong Jati Knitting Tourism Village. Marketing strategy is a planned way and structure to attract consumers. The marketing strategy includes steps that will be taken to promote, distribute, and sell the product or service. The marketing strategy that can be applied to Binong Jati Knitting Tourism Village in selling knitting products from the analysis that has been done is to increase attractive promotions for knitting products in the Binong Jati Knitting Tourism Village Area. Secondary data sources are used in this research, which uses descriptive qualitative research methodology. The results of this study discuss the important role of marketing strategies that must be applied in Binong Jati Knitting Tourism Village to increase sales of knitting and the Binong Jati Knitting industry so that it can be recognized by more domestic or foreign tourists.

. The purpose of thils study was to determilne and analyze the ilnfluence of trust, ease, and qualilty of ilnformatilon on onlilne purchasilng decilsilons on the Shopee.co.ild silte for Shopee consumers iln Sleman Regency. Thils research ils a type of causal associlatilve research that ailms to analyze the relatilonshilp between one varilable and another. The populatilon iln thils study are consumers of onlilne shoppilng whose number ils unknown. The samplilng method used purposilve samplilng wilth a total sample of 80 respondents. The data analysils method used ils a quantiltatilve descrilptilve analysils method wilth multilple lilnear regressilon analysils technilques. The results of the research hypothesils testilng show that the varilables of trust, convenilence, and qualilty of ilnformatilon silmultaneously have a posiltilve and silgnilfilcant effect, then partilally the trust varilable has no posiltilve and ilnsilgnilfilcant effect, whille the ease and qualilty of ilnformatilon have a posiltilve and silgnilfilcant effect on onlilne shoppilng decilsilons iln the dilstrilct. Sleman. The Coeffilcilent of Determilnatilon test shows that 58.1% 68.1% of purchasilng decilsilons can be explailned by the varilables of trust, convenilence, and qualilty of ilnformatilon, whille the remailnilng 31.9% ils explailned by other factors not ilncluded iln thils study.

This community service activity involved three MSME partners, namely the Dua Putra Putri Banana Chips UMKM, the Arjuna Coffee Powder MSME, and the Twin Princess Traditional Herbal Medicine UMKM. One of the problems faced by SMEs is the marketing process. This is based on product photos used for social media promotions that are less attractive to consumers. In product photo activities, guidance is provided on how to take good product photos. With good product photos, consumers will more easily understand an advertisement based on product photos alone. The aim of the product photo activity is to become an identity for MSME actors and can increase the value of the MSME product itself. The methods used in this community service activity are surveys and observations, interviews, discussions, and applications. The result of this community service activity is that there are enhancements to product photos that look clearer and have aesthetic value that are interesting enough to be published via e-commerce and social media such as Whatsapp, Facebook and Instragram.

This thesis aims to find out what are the marketing strategies and results during the Covid-19 pandemic at MSMEs Keisha Jaya Pace and efforts to improve the marketing and sales strategies of MSMEs Keisha Jaya Pace during the Covid-19 pandemic. This study uses descriptive qualitative research. Data collection methods in this study using interviews, observation, documentation. Test the validity of the data in this study using Triangulation. The data analysis method in this study uses a data redcution model, data presentation, conclusion drawing. The results of this study indicate that the marketing strategy of Keisha Jaya Pace MSMEs during trhe Covid-19 pandemic experienced difficulties when implementing marketing strategies. Keisha Jayya Pace MSMEs implement a marketing mix including product, price, place, and promotion strategies. The sales results of Keisha Jaya Pace MSMEs during the Covid-19 pandemic experienced a decline in sales. Almost all Keisha Jaya Pace MSMEs product experienced a decline in sales, including diamonds, jenang, kembang gulo, cum-cum cakes due to the implementation of the Emergency PPKM and work from home. There are several efforts of Keisha Jaya Pace MSMEs in increasing sales during this pandemic, including providing the best service to consumers, aggressively promoting products on social media, paying attention to product quality standards, and maintaining good relationships with buyers.

the marketing mix of beekeeping products applied to the Lanceng Honey Bee UMKM in Talang Village is still not effective so that sales are still not optimal. At the time of writing this was more focused on honey products which are the flagship product of the Lanceng Honey Bee MSME in Talang Village. This study used a qualitative method where the author made direct observations at the research location, namely beekeeping at the Klanceng Honey Bee UMKM in Talang Village. To obtain primary data, the authors visited beekeeping locations several times directly to obtain the secondary data, the authors conducted a literature search. The results of observations at the Klanceng Honey Bee UMKM in Talang Village show that the marketing channel applied is a simple marketing channel or a marketing channel at the lower level which only consists of Lawang Honey Picking Agrotourism as producers and consumers as customers of the product

Digital marketing is a marketing concept that is widely used in this modern era. Many manufacturers choose to use digital marketing in their marketing process because marketing goods through digital media saves energy and costs. In the process of digital marketing or digital marketing, a high creative process is needed because digital marketing requires producers to make content as attractive as possible for consumers to see and be interested in the products offered. In this case we examine how useful the application of digital marketing is in the marketing process of Bamboo MSMEs located in the Kepanjen Kidul Village, Kepanjen Kidul District, Blitar City. The method used is descriptive method with a qualitative approach. The descriptive method is used to describe the efforts of UMKM Bambu "Arunika Art" in developing their marketing with digital marketing. Meanwhile, a qualitative approach is used to explain the process of implementing digital marketing in line with the development of its business. The mentoring work program carried out for bamboo MSMEs is to utilize digital marketing, carry out digital content creation. Through a strong brand identity and an effective digital marketing strategy, bamboo MSMEs in the Kepanjen Kidul Village can experience significant empowerment.

Micro, Small and Medium Enterprises (MSMEs) which are active in the world of handicrafts in the Sentul Village area are one of the community service partners. Through changes in the 4.0 revolution which is accompanied by changes in digitalization through the development of technology and information. Adaptation of changes to MSMEs is also needed in the modernization of digitalization by implementing various innovations. The existence of innovation from various technologies and information is what helps MSMEs to keep moving in increasing consumers, namely with digital marketing. The method used in community service activities in the Sentul sub-district is a qualitative approach as well as the socialization and implementation of MSMEs assistance. The results of this activity are services in creating business accounts on digital media such as Instagram, Tiktok, shopee accounts, with optimal management of digital media, as well as making product photos.

Ambulu Village is a village in Sumberasih District, Probolinggo Regency which has several MSME actors including potato donut sellers, pastry sellers, food sellers, caterers, and others. This research focuses on the development of product innovation at Barokah 717 SMEs in Ambulu Village. UMKM Barokah 717 is one of the UMKM that produces banana and cassava chips in Ambulu Village, Sumberasih District, Probolinggo Regency which is liked by the local community and becomes souvenirs for tourists who are in Probolinggo. Based on the results of interviews with MSME actors, it was found that their products were sold conventionally so that consumers were only in Ambulu Village and its surroundings. Therefore, it is necessary to design product development starting from packaging, branding, to product innovation so that it can expand market share. The results of this research are also expected to improve the community's economy and advance other MSMEs so that they can innovate in producing a higher quality product and are able to penetrate a wider market.

Digital marketing is a marketing activity or promotion of goods or brands using digital media or the internet to quickly attract consumers or potential customers. The method used in this study is a qualitative method. This research focuses on Taso Ndeso MSMEs located in RT 4 RW 12 Sukorejo Village, Blitar City. This is because the Taso Ndeso MSMEs themselves still have not utilized and have not used marketing through digital marketing to promote their products. Digital marketing utilization has becoming the important key of MSMEs “Taso Ndeso” in Sukorejo Village, Blitar City in attempt of increasing their market. By using digital platform like social media and website, MSMEs could reach better market outside their region. By showing their unique and nice products. MSMEs “Taso Ndeso” could attract potential consumer attention and increase their visibility. One of their digital marketing benefit for MSMEs “Taso Ndeso” are their capability for live interaction with customer. By using comment, direct message, and online survey, MSMEs could get precious feedback and understanding what their customer preference and also what their customer needed. By this knowledge MSMEs could fix and increase their products like what their customer needed, make them more competitive in market. Beside of that, digital marketing also have an important role to build great products for MSMEs “Taso Ndeso”. By using interesting visual content and story telling that can build emotions whos watching. MSMEs could convey their value and their unique products to audiens. By differentiate themself from competitor and build strong relationship with their customer. MSMEs “Taso Ndeso” can make their strong identity and  their customer trust with their products in long term.

In the hospitality industry, the choices made by consumers when making purchases are of utmost importance for the survival of a company, particularly for Hotel Maven Fatmawati Jakarta, as they directly impact its profitability. This study aims to investigate the impact of brand image (X1), price perception (X2), and service quality (X3) as predictor variables on the decisions made regarding accommodations (Y) at Hotel Maven Fatmawati Jakarta. The research design utilized for this study is quantitative and based on surveys, employing an accidental sampling method with a sample size of 100 individuals who have previously made purchases at Hotel Maven Fatmawati Jakarta. The collected data was analyzed using multiple regression analysis, and primary data was directly obtained from the respondents. The research findings indicate that the independent variables collectively influence decisions regarding accommodations at Hotel Maven Fatmawati Jakarta. However, when examined individually, brand image and price perception do not significantly impact these decisions. On the other hand, service quality has a significant influence on accommodation decisions at Hotel Maven Fatmawati Jakarta.