Abstraks�Inovasi dan strategi bisnis dilakukan oleh UMKM yang ada di Kabupaten Kuningan agar dapat� meningkatkan keunggulan bersaing. Untuk mempermudah bagi peneliti, maka obyeknya adalah UMKM� yang sudah menjadi mitra binaan dari� Dinas UMKM dan Koperasi kabupaten Kuningan Jawa Barat lebih kurang sebanyak 5.151 UMKM� .Metode penelitian ini� kuantitatif dengan pengambilan sampel secara �probability sampling, dan dengan teknik Proportional Random Sampling.� Alat analisis datanya �Analisis Regresi Berganda.Hasil dari penelitian ini, secara parsial ( uji t ) �menunjukkan bahwa inovasi dan strategi bisnis berpengaruh positif signifikan terhadap keunggulan bersaing UMKM di Kabupaten Kuningan. Dan berdasarkan hasil simultan ( uji F ) menunjukkan bahwa inovasi �dan strategi bisnis� bersama-sama mempengaruhi terhadap keunggulan bersaing dari UMKM di Kabupaten Kuningan.Kata Kunci : Inovasi,Strategi Bisnis, dan Keunggulan Bersaing

Lemahnya posisi tawar menawar (bargaining position) yang dimiliki oleh petani merupakan salah satu masalah yang sering dihadapi petani di Desa Muncangela, Kecamatan Cipicung, Kabupaten Kuningan. Terbatasnya pemasaran beras sebagai komoditas utama, berdampak pada masih rendahnya tingkat kesejahteraan petani. Dalam rangka meningkatkan kesejahteraan petani, maka alternatif pemasaran yang dapat dilakukan yaitu dengan menerapkan pemasaran secara online (digital marketing). Kegiatan pengabdian masyarakat ini menggunakan metode ceramah dan diskusi. Tahapan pelaksanaan yang dilakukan diantaranya persiapan, sosialisasi dan evaluasi. Sosialisasi yang dilakukan yaitu focus group discussion (FGD) dan pemaparan mengenai pemasaran online. Selama kegiatan pengabdian berlangsung, terlihat petani yang antusias terhadap materi yang disampaikan. Kegiatan ini meningkatkan pemahaman dan antusiasme petani terhadap pemasaran beras secara online baik melalui media sosial ataupun marketplace.

Financial behavior is a core factor in the development of a country's economic progress. With the pandemic situation that has been going on for more than a year, the country's current economic growth is declining, even having a negative value. We try to photograph financial behavior in a pandemic situation. Based on the results of the initial survey, only 32% understand financial behavior well. Based on these conditions and several previous studies that are still not aligned, the researchers are interested in knowing what are the factors that influence financial behavior, in this case students of the Faculty of Economics, Universitas Kuningan. In this study, the variables taken by the researcher were financial knowledge and self-control. This is very important because students must have good financial knowledge because they have already received such knowledge and knowledge during lectures. The method used in this research is descriptive and verification. While the population used is the students of the Faculty of Economics, University of Kuningan with the sampling technique used is purposive sampling. The result shows that Financial Knowledge has positive effect to financial behavior, Self Control has positive and significant effect to financial behavior, Financial Knowledge and Self Control have a simultaneous and significant effect to financial behavior.

Digitalisasi UMKM saat ini menjadi aspek yang sangat penting, seiring dengan perkembangan zaman dan perubahan gayar hidup, dan perubahan metode transaksi jual beli menuntut UMKM untuk dapat menerapkan konsep digital dalam bisnisnya. Kelurahan Cijoho Kabupaten Kuningan adalah kelurahan di pusat Kabupaten Kuningan, dengan banyak potensi UMKM dengan jumlah pelanggan tetap tetapi mayoritas masih menggunakan metode bisnis konvensional. Metode yang digunakan dalam kegiatan ini adalah transfer pengetahuan, diskusi, Tanya jawab serta praktek langsung menggunakan aplikasi digital bisnis. Adapun pendekatan digitalisasi bisnis yang digunakan adalah marketing digital dengan memanfaatkan market place dan layanan online melalui aplikasi atau website. Hasil dari kegiatan ini peserta dapat memahami manfaat dan cara menggunakan aplikasi digital seperti market place dan layanan online dalam kegiatan bisnisnya

This study aims to�determine�the direct and indirect effects of video advertising through online media and product quality on buying interest with brand awareness as an intervening variable. The sample in this study was people in the three regions of�Cirebon�with the�category�of having seen video advertisements on online media, having driven or bought a Honda�Mobilio�product and were over 20 years old with samples taken as many as 100 people. This research instrument in the form of a questionnaire by distributing through the help of Google forms. The data analysis technique used is Structural Equation Modeling (SEM). The test results of the proposed hypothesis show that (1) video advertising through online media has no effect on brand awareness and is significant. (2) video advertisements through online media have no effect on buying interest and are not significant. (3) product quality influences brand awareness and is significant. (4) product quality has no effect on buying interest and is not significant. (5) brand awareness has no influence on buying interest and is significant. (6) Variable video advertisements through online media and product quality together affect brand awareness. (7) video advertising through online media, product quality and brand awareness together influence buying interest. (8) video advertising through online media has no effect on buying interest through brand awareness. (9) product quality influences buying interest through brand awareness.Keywords: Video Advertising Through Online Media, Product Quality, Buy Brand Awareness