The company capable of winning the competition is the company that becomes the choice for the customers. The success of a company in getting a reference on a customer's mind, thus resulting in purchasing actions carried out by customers must be distinct from the company's efforts to know what its priorities on customer desires and give them the best of their needs. One thing that supports this company's success is the management of the sales force. In improving sales force performance, each sales force must have expertise on adapting by digging information about the needs of buyers, own cognitive intelligence and knowledge of product goods. This research highlights the contradictory relationship between relational capabilities on performance power sales. The objective of this study is to analyze variable Value Transmission Effectiveness, which are expected to resolve the contradiction between relational capability and sales performance. A distribution sample was given to Power Seller Pharmacy using a purposive sampling technique. The testing model and hypothesis use an equality analysis model (Structural Equation Model-SEM) with AMOS software

Latar belakang dilakukannya kegiatan pengabdian kepada masyarakat ini karena banyak pemilik UMKM di Muktiharjo Kidul yang masih belum mempunyai pengetahuan dasar berwirausaha, kurangnya pengetahuan akan pentingnya strategi pemasaran produk menyebabkan usaha yang dijalankannya kurang maksimal. UMKM hanya fokus membuat dan menjual tanpa memikirkan keberlangsungan usahanya dalam jangka panjang. Permasalahan inkonsistensi produk dan layanan menjadi salah satu hal yang kerap dialami para pemilik UMKM. Dampaknya adalah menurunnya loyalitas konsumen yang diikuti dengan menurunnya omzet penjualan. Berdasarkan permasalahan tersebut, diperlukan beberapa kegiatan untuk mengatasinya. Tujuan dari pengabdian kepada masyarakat adalah untuk meningkatkan pemahaman akan pentingnya strategi pemasaran dan dasar pengelolaan keuangan. Metode pelaksanaan kegiatan pengabdian kepada masyarakat adalah pelatihan dasar kewirausahaan dan penyusunan laporan keuangan sederhana bagi UMKM Muktiharjo Kidul Semarang. Hasil dan luaran yang dihasilkan dari pengabdian kepada masyarakat pada UMKM Muktiharjo Kidul antara lain UMKM mampu mengetahui manfaat pelatihan kewirausahaan terhadap produk dan pemasarannya serta mampu menyusun laporan keuangan dasar atas usaha yang dijalankannya. Diharapkan dengan adanya pelatihan kewirausahaan dan pelatihan penyusunan laporan keuangan sederhana, pemilik UMKM dapat menjalankan usahanya dengan lebih baik dan meningkatkan pendapatannya

Background of Community Service Activities Because the UMKM Actors of Bina Sejahtera Mandiri in the Bojongsalaman Village, Semarang do not have a branding product strategy, the lack of knowledge of the importance of branding product strategies makes the business running less than optimal. MSMEs only focus on making and selling without thinking about the sustainability of their business for the long term. The problem of consistency in products and services is a number of things that are often experienced by MSME owners. The impact is that consumer loyalty is declining followed by a decrease in sales turnover. Based on these problems, several activities are needed to overcome them. The purpose of community service is to increase understanding of the importance of branding product strategies and determining product branding strategies. The method of implementing community service activities is counseling and training in branding product strategies. The results and outputs resulting from community service include MSMEs can find out the benefits of branding product strategies and can determine branding strategies for the business being run. It is hoped that the branding product strategy can increase consumer loyalty that will increase sales turnover.

<p><em>Science and technology are developing very fast from time to time. It requires companies to work quickly, innovatively, and creatively to remain competitive with their competitors and increase purchasing decisions at the Graphic Media Manager store. This research analyzes the influence of Price Perceptions, Product Completeness, and Excellent Service Quality on purchasing decisions at the Graphic Media Mranggen store. This research uses a purposive sampling method. The sample used in this research was 96 respondents from the customers of the Graphic Media Mranggen store. Data analysis in this research used the SPSS version 25 program. Tests included validity tests by comparing calculated r with r tables, reliability tests using Cronbach Alpha, and classical assumption tests, which included normality tests, multicollinearity tests, and heteroscedasticity tests. Multiple analysis tests are used to test how much influence the independent variable has on the dependent variable, prove the research hypothesis, and test the hypothesis with the t-test-test, f-test, and coefficient of determination test (R ²). This research shows that the variables of Price of Perception, Product Completeness, and Excellent Service Quality positively and significantly affect purchasing decisions at the Graphic Media Mranggen store. The results of this research give the impression that price perception, product completeness, and excellent service quality are factors that need to be considered to improve consumer purchasing decisions to achieve the goals set by the company.</em></p>

This research aims to analyze the factors that influence the perceived value of environmentally friendly products on purchasing behavior for environmentally friendly brand products. The aim of this research is to build a comprehensive model and test the relationship between attitudes towards parent brand and self-brand congruity. Attitude toward green brand extension is used to mediate the relationship between the two constructs, namely the green brand perceived value and green brand purchase behavior. Respondents in this research were users of environmentally friendly fashion, namely Levi's products, The Body Shop in Semarang. The sampling technique used was purposive sampling technique. The questionnaire distributed in this research was 444 respondents. Only 400 questionnaires could ultimately be used in this research. The data analysis technique in this research uses PLS-SEM with WarpPLS version 7.0. The research results show that: (1) attitudes towards the parent brand and self-brand congruity have a positive effect on the green brand perceived value (2) green brand perceived value has a positive effect on attitudes towards green brand extension and (3) attitudes towards green brand extension have a positive effect on green brand purchase behavior.