Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh dimensi ekuitas merek berbasis pelanggan (brand salience, brand performance, brand imagery, brand judgments, brand feelings, dan brand resonance) terhadap kepuasan konsumen mobil jenis Low Cost Green Car (LCGC) di Kota Tasikmalaya. Penelitian ini bersifat deskriptif dan empiris. Teknik pengumpulan data melalui penyebaran angket kepada 150 orang responden yang merupakan pengguna mobil jenis Low Cost Green Car (LCGC) dengan menggunakan teknik judgement sampling atau purposive sampling. Serta alat analisis yang digunakan adalah analisis jalur dimana enam dimensi CBBE menjadi variabel eksogen. Berdasarkan hasil analisis jalur, hanya 3 variabel ekuitas merek berbasis pelanggan yang berpengaruh terhadap kepuasan konsumen mobil jenis Low Cost Green Car (LCGC) di Kota Tasikmalaya, yaitu brand performance, brand imagery, dan brand feelings dimana variabel brand feelings yang paling berpengaruh. Kata kunci : Ekuitas Merek, Kepuasan Konsumen, Low Cost Green Car

Abstract. The implementation of restrictions on social interaction, due to Covid-19, has caused many business sectors to experience difficulties and lay off their employees. The Indonesian Employers' Association (Apindo) noted that the number of workers who were laid off and laid off during the Covid-19 pandemic has so far reached 7 million people, this has a big impact because many people have lost their income in the midst of the food security crisis, especially for workers. Tasikmalaya City embroidery industry. The purpose of this community service program is to provide knowledge and training regarding the use of alternative resources to maintain food independence for people who have lost their jobs in the embroidery industry in Tasikmalaya City. Alternative activities given are simple urban farming and catfish cultivation in buckets. The training methods provided include providing basic knowledge and examples regarding the implementation of simple urban farming and catfish cultivation in buckets. This activity succeeded in increasing their literacy regarding the stability of food independence and understanding the potential market opportunities of this activity.Keywords: alternative resources, urban farming, food self-sufficiencyAbstrak. Pemberlakuan pembatasan interaksi sosial akibat Covid-19 menyebabkan banyak sektor usaha mengalami kesulitan dan merumahkan karyawannya. Asosiasi Pengusaha Indonesia (Apindo) mencatat jumlah pekerja yang terkena pemutusan hubungan kerja (PHK) dan dirumahkan di tengah pandemi Covid-19 sejauh ini mencapai 7 juta orang. Hal ini berdampak besar, banyak orang kehilangan pendapatan di tengah krisis ketahanan pangan, khususnya untuk pekerja industri bordir Kota Tasikmalaya. Tujuan dari program pengabdian kepada masyarakat ini adalah memberikan pengetahuan dan pelatihan mengenai pemanfaatan sumber daya alternatif untuk menjaga kemandirian pangan pada masyarakat yang kehilangan pekerjaan di industri bordir Kota Tasikmalaya. Alternatif kegiatan yang diberikan simple urban farming dan budidaya lele dalam ember. Metode pelatihan yang diberikan mencakup pemberian pengetahuan dasar dan contoh mengenai pelaksanaan simple urban farming, serta budidaya lele dalam ember. Kegiatan ini berhasil meningkatkan literasi mereka mengenai stabilitas kemandirian pangan dan memahami peluang pasar potensial.Kata Kunci: sumber daya alternatif, urban farming, kemandirian pangan

The dynamics in consumer behaviors that are getting smarter requires companies strive to provide the best deals. Consumers are more selective in choosing a brand that suits their desires. When a brand has a strong personality, it will be easy for consumers to adjust to achieve conformity to the brand. Therefore the self-concept and brand personality can be formed in a concept namely Self-Brand Congruity. The purpose of this study is to analyze the factors that are measurements of Self-Brand Congruity which are adapted from self-concept and brand personality. The development of self-concept is done by focusing on the psychological process of consumers which is the main weakness in previous research. The survey was conducted on 178 consumers of Cafes and Restaurants in Tasikmalaya, who are over 18 years of age and have visited more than once. To determine the measurements of the self-brand congruity variables in Cafes and Restaurants in Tasikmalaya City, Confirmatory Factor Analysis is used. The results of this study indicate that each indicator adapted from Brand Personality and Self-Concept can prove to be a measure of Self-Brand Congruity. Therefore, Sincerity, Excitement, Competence, Sophistication, Ruggedness, Knowledge, Expectation, and Judgement are the factors to measure Self-Brand Congruity.Keywords: self-concept; brand personality; self-brand congruity.Dinamika dalam perilaku konsumen yang semakin cerdas menuntut perusahaan berusaha keras untuk memberikan penawaran terbaiknya. Konsumen lebih selektif dalam memilih merek produk yang sesuai dengan keinginannya. Ketika sebuah merek memilki kepribadian yang kuat maka akan mudah bagi konsumen untuk menyesuaikan diri dalam mencapai kesesuaian diri dengan merek tersebut. Maka dari itu konsep diri dan kepribadian merek ini dapat terbentuk dalam suatu konsep yaitu Self-Brand Congruity. Tujuan dari penelitian ini adalah menganalisis faktor-faktor yang menjadi pengukuran Self-Brand Congruity yang diadaptasi dari konsep diri dan kepribadian merek. Pengembangan konsep diri dilakukan dengan memfokuskan pada proses psikologis konsumen yang menjadi kelemahan utama dalam penelitian sebelumnya. Survey dilakukan kepada 178 orang konsumen Café dan Resto di Kota Tasikmalaya yang berusia di atas 18 tahun dan telah melakukan kunjungan lebih dari 1 kali. Untuk mengetahui pengukuran dari variabel self-brand congruity pada Café dan Resto di Kota Tasikmalaya digunakan alat analisis Confirmatory Factor Analysis. Hasil penelitian ini menunjukkan bahwa setiap indikator yang diadaptasi dari Kepribadian Merek dan Konsep Diri terbukti dapat menjadi pengukur Self-Brand Congruity. Oleh karena itu, ketulusan, kegembiraan, kemampuan, kecanggihan, kekerasan, pengetahuan, harapan, dan penilaian  merupakan faktor-faktor untuk mengukur Self-Brand Congruity.Kata Kunci: konsep diri; kepribadian merek; self-brand congruity.

No abstract

At the beginning of 2020, the world was shocked by the emergence of the Covid-19 virus, which spreads so massively and quickly and has fatal consequences for the human body. This has forced the world to make many changes, including making contact with humans to avoid the broader spread of the virus. These social restrictions have a significant impact on people's lives, one of the most felt impacts is the increasingly sluggish economic and business activities in Indonesia, including the tourism sector. As one element of a tourist location, stalls in tourist attractions must implement the CHSE (Cleanliness, Health, Safety, Environment Sustainability) protocol initiated by the Ministry of Tourism and Creative Economy to ensure the safety of tourists who want to explore Indonesia. Therefore, an idea was made as a problem solver for stall business actors to understand and apply health protocols in every business activity. This activity provides guidance in the form of counselling and assistance regarding the application of standard health protocols in business activities during the transition period of the Covid-19 pandemic. This is intended to reduce the risk of spreading the Covid-19 virus. In addition, this service activity can be one of the activities that provide practical benefits for stall business actors so that they can continue to carry out business activities during the transition period of the Covid-19 pandemic.