JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan
Journal Title : Jurnal Manajemen Bisnis Kewirausahaan Initials : JUMBIWIRA Frequency : April, Agustus dan Desember Print ISSN : 2829-260X Online ISSN : 2829-2502 Editor in Chief : DOI : 10.56910 Publisher : BADAN PENERBIT STIEPARI PRESS JUMBIWIRA: Jurnal Ilmiah Manajemen Bisnis Dan Kewirausahaan diterbitkan oleh BADAN PENERBIT STIEPARI PRESS. Penerbitan jurnal ini bertujuan untuk meningkatkan kualitas ilmu pengetahuan, serta menyalurkan minat berbagi dan menyebarluaskan ilmu pengetahuan kepada akademisi, mahasiswa, praktisi dan pemerhati ilmu pengetahuan. Redaksi menerima artikel penelitian terkait Ilmiah Manajemen Bisnis Dan Kewirausahaan dan terbit tiga kali dalam setahun yaitu edisi April, Agustus dan Desember. Jurnal ini terakreditasi SINTA 5 (Surat Keputusan Direktur Jenderal Pendidikan Tinggi, Riset, dan Teknologi Nomor 10/C/C3/DT.05.00/2025 tanggal 21 Maret 2025 tentang Peringkat Akreditasi Jurnal Ilmiah Periode I Tahun 2025) dimulai dari Volume 1 Nomor 3 Tahun 2022 sampai Volume 6 Nomor 2 Tahun 2027. Indexed by : Journal Sponsors and Partners :
Analisis Bauran Pemasaran dalam Meningkatkan Penjualan Produk Topi pada CV Stabil Distro
This study aims to analyze the implementation of the marketing mix strategy (7P marketing mix) implemented by CV Stabil Distro in an effort to increase sales of hat products. The approach used is descriptive qualitative with data collection techniques through interviews, observation, and documentation. The research subjects consisted of the business owner, marketing staff, and several consumers who have made purchases. The focus of this study lies in how each element in the 7P marketing mix, namely product, price, place, promotion, people, process, and physical evidence, is implemented by the company, and how it influences consumer purchasing decisions. The results show that the elements of product, promotion, and process are the most dominant factors in attracting consumer buying interest. CV Stabil Distro utilizes social media such as Instagram and WhatsApp, as well as marketplaces like Shopee to reach a wider market. In addition to digital promotions, offline promotions are also carried out to increase brand visibility. However, the company faces several obstacles such as intense price competition, rapidly changing fashion trends, and obstacles in the distribution process. As a solution, this study recommends product diversification strategies, improving delivery service quality, and collaborating with influencers to enhance competitiveness. These findings are expected to not only contribute theoretically to the literature on marketing strategies in the local fashion sector but also serve as a practical reference for MSMEs in formulating marketing strategies that adapt to market dynamics.
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Pengaruh Kompetensi dan Motivasi Kerja terhadap Kinerja Pegawai pada Sub Bagian Tata Usaha Direktorat Pendidikan Khusus dan Pendidikan Layanan Khusus
Employee performance is a fundamental factor in determining the success of a government agency in achieving the organization's vision and mission. Low employee performance is often caused by a lack of adequate competence and weak work motivation. Competencies include knowledge, skills, and attitudes that are relevant to the task, while work motivation reflects internal and external motivations that affect the level of effort of employees in carrying out their responsibilities. This study aims to analyze the extent to which competence and work motivation can affect employee performance in the Administration Sub-Division of the Directorate of Special Education and Special Service Education. The research method used was a quantitative approach with the distribution of questionnaires to 46 respondents, consisting of employees within the agency. The results of the partial test (t-test) showed that competence had a significant influence on employee performance (t-count = 2.049 > t-table = 2.016; sig. 0.047). Similarly, work motivation exerted a significant influence (t-count = 3.763 > t-table = 2.016; sig. 0.001). Simultaneously, the F-test proved that competence and work motivation had a significant effect together (F-count = 11.003 > F-table = 3.214; sig. 0.000). The value of the determination coefficient (R Square) of 0.339 indicates that 33.9% of employee performance variations can be explained by competence and work motivation, while the rest is influenced by other factors such as work environment, leadership, and reward system. The practical implications of this study emphasize the importance of improving employee competencies through continuous training, as well as effective motivational strategies such as incentivization, rewards, and strengthening communication. This effort is expected to be able to create optimal and sustainable performance in supporting the achievement of organizational goals.
Etika Buzz Marketing dalam Industri Kecantikan: Tinjauan Normatif terhadap Strategi Komunikasi Pemasaran Digital yang Berpengaruh
The beauty industry is among the fastest-growing and most competitive sectors globally. In an attempt to gain a competitive advantage, many companies adopt buzz marketing strategies to create product virality and accelerate sales growth. Buzz marketing leverages social media platforms, utilizing influencers, buzzers, and affiliators to spread messages that generate interest and shape positive public perception. While commercially effective, this marketing technique raises significant ethical concerns, particularly regarding the psychological and social pressure imposed on women—the industry's primary consumer base. This study aims to evaluate the contribution of buzz marketing to the beauty industry while critically examining its ethical implications. Using the normative BP3 approach—Intents, Means, and Ends—this research analyzes how the strategy aligns with or violates ethical marketing principles. A qualitative method is employed through literature review and case analysis to support the normative assessment. The findings reveal that although buzz marketing serves legitimate business objectives, the means by which it operates often perpetuate unrealistic beauty ideals and reinforce societal expectations around physical appearance. This has the unintended consequence of contributing to body image dissatisfaction, mental health struggles, and the normalization of exclusionary beauty standards. These effects raise concerns about the ethical integrity of such practices. The study concludes that for the beauty industry to evolve ethically, it must adopt more inclusive and socially responsible marketing practices. Companies are encouraged to shift toward messaging that celebrates diverse appearances, promotes self-acceptance, and prioritizes consumer well-being. Ethical marketing in this context is not only a moral imperative but also a sustainable strategy for long-term brand trust and loyalty.
Pengaruh Lingkungan Kerja dan Work Life Balance terhadap Kepuasan Kerja Karyawan pada PT Bumi Serpong Damai Tbk Tangerang Selatan
This study was motivated by the importance of work environment and work-life balance in improving employee job satisfaction at PT Bumi Serpong Damai Tbk. The purpose of this study was to examine the partial and simultaneous effects of work environment and work life balance on employee job satisfaction at PT Bumi Serpong Damai Tbk. The population and sample for this study consisted of 100 respondents, with a saturated sampling technique used. The results of the study indicate that the work environment has a positive and significant influence on job satisfaction, with a calculated t-value of 5.038 (p < 0.05). Work life balance also has a positive and significant influence, with a calculated t-value of 5.765 (p < 0.05). Simultaneously, both variables significantly influence employee job satisfaction with a calculated F value of 89.787 (p < 0.05) and a variable contribution of 64.9%. These findings emphasize that both factors are crucial for management to consider in efforts to enhance employee job satisfaction. Based on the research results, it is recommended that companies improve workplace conditions by providing adequate facilities and creating a supportive work environment. In conclusion, enhancing a conducive work environment and implementing effective work-life balance are key factors in improving employee job satisfaction at PT Bumi Serpong Damai Tbk, which will positively impact overall company productivity and performance.
Analisis Strategi Pemasaran Deposito untuk Meningkatkan Dana Pihak Ketiga di Bank BJB Cabang Sumber
This study aims to analyze the marketing strategy for deposit products to increase Third Party Funds (DPK) at Bank BJB's Sumber Branch. Deposits are a crucial component of banking operations, serving as the primary source of bank financing for lending and investment activities. In an era of increasingly competitive banking industry, particularly with the development of technology-based financial services (fintech), conventional banks are required to have innovative, adaptive, and customer-oriented marketing strategies. This study uses a descriptive qualitative approach to describe the phenomena in depth. Data were collected through direct field observations, in-depth interviews with internal bank personnel, and documentation related to the strategy and implementation of deposit product promotions. The analytical technique used in this study was a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to evaluate the current marketing strategy and formulate future improvement measures. The results show that Bank BJB's Sumber Branch possesses several internal strengths, such as high public trust, close ties with the local community, and competitive and flexible deposit products. However, several weaknesses also exist, such as limited use of digital media and suboptimal financial product literacy among some customers. Externally, opportunities that can be exploited include increased public interest in safe investment products, while threats come from fintech competition offering similar products in more practical ways. Based on these findings, deposit product marketing strategies need to be directed at strengthening digital promotion, improving customer financial literacy, and developing more personalized services. This is expected to significantly increase third-party funds (DPK) and maintain sustainable bank growth amidst the current dynamics of the financial industry.
Pengaruh Social Support, Service Security, Information Quality, Perceived Ease To Use, Perceived Usefulness terhadap Trust dan Repurchase Intention pada Pengguna Aplikasi Shopee
This study aims to evaluate the impact of social support, service security guarantees, information quality, perception of operational ease, and perception of usefulness in forming trust and the tendency to make repurchases by Shopee application users. The main focus of this study is to assess how the role of support from the social environment, perception of transaction security, reliability of the information provided, ease of use, and usability of applications in forming trust, ultimately drives users' decisions to return to purchase. This research was conducted on students of the Sultan Agung Islamic University (UNISSULA) in Semarang, with a quantitative approach and an explanatory research design. A total of 200 respondents were selected selectively using the purposive sampling technique. Data was obtained through the distribution of closed questionnaires that have been tested for validity and reliability. Data analysis was carried out using multiple linear regression methods and path analysis to test the role of trust mediation as an intervening variable that affects the relationship between free variables and repurchase intentions. The results show that social support, service security, information quality, ease of use, and usability of applications have a significant influence on user trust. This trust then proved to be a strong mediating variable in influencing the repurchase intention of Shopee users. These findings confirm the importance of psychological and functional aspects in building customer loyalty on digital-based and ever-evolving e-commerce platforms. The practical implications of this study encourage e-commerce players to focus on improving the quality of digital services by paying attention to user perceptions of convenience, usability, and security, as well as strengthening social communication that builds trust.
The Core Marketing Concept: The Foundation of a Consumer-Oriented Business Strategy
This research is motivated by the demands of global competition in the healthcare sector, which places consumers at the center of business strategy, where the success of hospitals is determined not only by the quality of medical services but also by their ability to respond dynamically to patient needs. The purpose of this study is to examine theories and previous research on the core marketing concept and to explore the role of consumer orientation as the foundation of a sustainable business strategy. The method used is qualitative research with a literature study design through an in-depth review of books, scientific journals, and relevant literature selected purposively based on theme, credibility, and currency. The findings indicate that the core marketing concept significantly contributes to understanding consumer needs, wants, and demands, while also driving innovation, loyalty, and organizational competitiveness. The integration of consumer orientation into business strategies has been proven to foster sustainability, as it links organizational goal achievement with added value for consumers. The implications of this research emphasize that the application of the core marketing concept is not only theoretically relevant but also practical as a foundation for formulating business strategies that are responsive to market changes and oriented toward long-term competitive advantage.
Peran Artificial Intelligence dalam Personalisasi Strategi Pemasaran Digital
Digital marketing has grown rapidly in recent years; however, one of the greatest challenges today is capturing consumer attention amid an overwhelming flow of information. This study aims to analyze the role of Artificial Intelligence (AI) in personalizing digital marketing strategies to make them more effective and targeted. The research method used is a literature review, examining various scientific journals, books, and recent industry reports relevant to this topic. The findings reveal that the application of AI enables a much deeper and more efficient level of personalization compared to traditional market segmentation approaches. AI technologies such as machine learning, natural language processing (NLP), and predictive analytics allow companies to analyze massive amounts of consumer data in real-time. This capability helps businesses understand consumer preferences, behaviors, and interaction histories, enabling them to deliver highly relevant product recommendations, content, and advertisements to the right individuals, at the right time, through the most effective channels. The key findings of this study emphasize that integrating AI into digital marketing strategies significantly improves campaign effectiveness, enhances customer experience, and strengthens brand loyalty, ultimately leading to higher conversion rates. The implications indicate that implementing AI in digital marketing is no longer an option but a strategic necessity for businesses to remain competitive in today’s dynamic digital era. Therefore, AI can be considered a critical tool for creating personalized, interactive, and consumer-oriented marketing strategies that drive engagement and long-term business growth.
Pengukuran Kinerja Keuangan Pemerintah Desa Menggunakan Analisis Value for Money di Desa Pasirnangka
This study aims to measure the financial performance of the Pasirnangka Village Government for the 2020–2024 period using the Value for Money (VfM) approach, which includes three main indicators: economy, efficiency, and effectiveness. The study uses secondary data obtained from the Village Budget Realization Report (LRA) of Pasirnangka Village and is analyzed descriptively using ratio calculations in accordance with Minister of Home Affairs Regulation No. 600.900.327 of 1996. The results indicate that, in general, the financial performance of Pasirnangka Village is effective and efficient. However, the economic aspect faced challenges in 2022 and 2024. The inefficiency in 2022 was due to a new policy under the Regent Regulation of Tangerang No. 37 of 2022, which required the budgeting of the Decent Housing Program (RTLH) that was not anticipated in the initial APBDes. In 2024, rising inflation caused prices of goods and services to exceed budgeted amounts. Nevertheless, efficiency and effectiveness remained maintained, with revenue generally meeting or exceeding targets. These findings highlight the importance of accurate and adaptive budget planning in response to changing conditions and new policies. The study recommends several strategic steps to improve village financial performance, including enhancing budget planning accuracy, anticipating new policies, and adjusting projections for goods and services prices. Implementing these recommendations can ensure the sustainability of Pasirnangka Village’s financial performance, support effective, efficient, and economical use of the budget, and maintain optimal public service delivery. This study contributes valuable insights for village financial management and serves as a reference for other villages to systematically apply Value for Money analysis to increase transparency and accountability.
Analisis Penerapan Sistem Informasi Pemerintah Daerah (SIPD) terhadap Kualitas Laporan Keuangan Kota Subulussalam
The advancement of information technology has significantly impacted public financial management in Indonesia. To strengthen good governance, which encompasses transparency, accountability, efficiency, and effectiveness, the government introduced the Local Government Information System (SIPD). The implementation of this system is regulated under Minister of Home Affairs Regulation No. 70 of 2019 and further reinforced by Circular Letter No. 500.5.4/48/SJ of 2023, which mandates all local governments to adopt SIPD starting in the 2024 fiscal year. SIPD replaces the Regional Management Information System (SIMDA), which was considered to have limitations in integration, slow processes, and inconsistencies in financial reporting. This study aims to analyze the implementation of SIPD and its impact on the quality of financial reporting at the Human Resources and Development Agency (BKPSDM) of Subulussalam City. The research employs a qualitative descriptive method with a case study design, collecting data through interviews, observations, and documentation. Data analysis uses the interactive model of Miles and Huberman, consisting of data reduction, data display, and conclusion drawing. The research informants are employees directly involved in SIPD operations and financial report preparation. The findings indicate that SIPD enhances the quality of financial reporting in four aspects of the Government Accounting Standards (SAP). Relevance improves as reports are more timely and useful for decision-making; reliability increases through automated validation, though network disruptions and system errors remain obstacles; comparability is achieved because SIPD produces standardized national reports; and consistency is strengthened through uniform reporting procedures, thereby improving the credibility of financial information. However, the study also identifies challenges, including limited technical competence among employees, insufficient training, and inadequate infrastructure. These findings suggest that the success of SIPD largely depends on human resource readiness and technological support.
Pengaruh Budaya Organisasi dan Lingkungan Kerja Non Fisik terhadap Kepuasan Kerja Pegawai pada Kantor Kecamatan Tanete Rilau Kab. Barru
This study aims to analyze the influence of organizational culture and the non-physical work environment on employee job satisfaction at the Tanete Rilau Sub-district Office, Barru Regency. The research adopts an associative quantitative approach with a saturated sampling technique, involving 32 employees as respondents. Data collection was conducted through observation and questionnaires, while data analysis utilized validity and reliability tests, descriptive analysis, multiple regression analysis, the coefficient of determination, classical assumption tests, and hypothesis testing using the Statistical Product and Service Solution (SPSS) software. The findings reveal that organizational culture and the non-physical work environment each have a positive and significant effect on job satisfaction, both partially and simultaneously. The regression results indicate that the non-physical work environment exerts a more dominant influence compared to organizational culture. The coefficient of determination (R²) shows that 41% of the variation in employee job satisfaction is explained by these two variables, while the remaining 59% is influenced by other factors outside the model. These findings emphasize that strengthening a collaborative, communicative, and supportive organizational culture, along with creating a conducive non-physical work environment, are critical strategies for improving employee job satisfaction and ultimately enhancing the quality of public service delivery at the sub-district level. The study contributes practically by providing insights for local government institutions to design policies and interventions that foster motivation, loyalty, and productivity among employees.
Pengaruh Integrasi Saluran, Kualitas Pelayanan, dan Citra Merek terhadap Kepuasan dan Loyalitas Pelanggan
Understanding customer behavior is a key element in creating an enjoyable shopping experience and maintaining customer satisfaction and loyalty. In the digital age, customers expect a seamless shopping experience both in physical stores and through online platforms. This study aims to analyze the influence of channel integration, service quality, and brand image on customer satisfaction and its implications for loyalty. The survey was conducted on 125 active Sephora customers in Jakarta who have made purchases through online and offline channels at least once a year. The results show that all three variables—channel integration, service, and brand image—have a significant effect on customer satisfaction levels. Satisfied customers are more likely to show loyalty through repeat purchases and recommendations to others. A consistent and convenient shopping experience across multiple channels is proven to strengthen the long-term relationship between customers and brands. These findings emphasize the importance of companies in designing marketing strategies that prioritize channel integration and quality service as the main foundation in building sustainable customer loyalty. This research makes a practical contribution to the development of retail business strategies based on customer experience, as well as a reference for companies in improving competitiveness through a holistic approach to customer satisfaction and loyalty.
Analisis Kinerja Keuangan PT Bank Tabungan Negara (Persero) Tbk dan PT Bank Danamon Indonesia Tbk Periode 2020-2024
This study aims to analyze and compare the financial performance of PT Bank Tabungan Negara (Persero) Tbk. (BTN) and PT Bank Danamon Indonesia Tbk. (Danamon) during the 2020–2024 period using the CAMEL method, which evaluates five key aspects of bank soundness: Capital (CAR), Asset Quality (KAP), Management (NPM), Earning (ROA and BOPO), and Liquidity (LDR). The research adopts a quantitative descriptive comparative approach, with BTN and Danamon as the research population. Secondary data were obtained from the annual financial reports of both banks published on the official Indonesia Stock Exchange (IDX) website for the 2020–2024 period. Data analysis involved calculating CAMEL ratios based on the Bank Indonesia assessment guidelines, along with hypothesis testing using the Independent Sample T-test and the non-parametric Mann-Whitney test through SPSS version 25 to determine whether significant statistical differences existed between the two banks. The findings reveal that the financial performance of BTN and Danamon consistently fell within the “Fairly Healthy” category throughout the observed period. Specifically, BTN demonstrated stronger performance in terms of capital adequacy (CAR), while Danamon showed better results in asset quality (KAP) and profitability (ROA). However, the overall results of the Mann-Whitney test yielded a significance value of 0.465, which is greater than the alpha level of 0.05. This indicates that there is no statistically significant difference between the overall financial performance of BTN and Danamon as measured by the CAMEL method. These results suggest that although the two banks exhibit strengths in different aspects, their overall financial health remains relatively comparable.
Strategi Pelayanan Berbasis Customer Relationship Management (CRM) dalam Meningkatkan Loyalitas Penumpang : Studi Kasus pada Kapal Penumpang PT Pelni
This study was motivated by the increasing competition between sea transportation and other modes of transportation, such as air and land, which required PT PELNI as a state-owned shipping company to continuously develop service strategies capable of maintaining and enhancing passenger loyalty. In particular, the implementation of Customer Relationship Management (CRM) has become an important approach to improve the relationship between the company and passengers, ensuring service quality that meets expectations and fosters long-term engagement. The objectives of this study were to analyze the application of CRM strategies on PT PELNI passenger ships, identify factors influencing the effectiveness of CRM implementation, and assess its impact on passenger loyalty. A descriptive qualitative approach was employed, using in-depth interviews with passengers and staff, documentation of corporate policies and reports, as well as interactive data analysis to obtain a comprehensive understanding. The results indicate that CRM at PT PELNI has been fairly effective, particularly through improvements in service quality, staff professionalism, and the broad network of routes, which contribute to passenger satisfaction and loyalty. However, limitations were found in terms of service personalization, data utilization, and post-trip communication, signaling the need for digital-based loyalty programs and more integrated data management. The implications of this study highlight the importance of developing a more passenger-centric CRM strategy to strengthen long-term relationships, enhance customer retention, and support PT PELNI’s competitiveness in the maritime transportation industry.
Analisis Pengaruh Daya Tanggap, Suasana Toko, dan Promosi terhadap Kepuasan Pelanggan pada Noerani Coffee Medan Timur
The coffee shop industry in Indonesia is growing rapidly along with changes in people's lifestyles that make coffee shops not just a place to enjoy coffee, but also a space to socialize, work, and support a modern lifestyle. Increasingly competitive competition requires every business actor, including Noerani Coffee, East Medan, to be able to provide customer satisfaction by improving service quality, store atmosphere, and appropriate promotional strategies. The problematic phenomenon found at Noerani Coffee is the persistence of customer complaints related to unresponsive service, a less than optimal atmosphere, and limited promotions. This study aims to analyze the influence of responsiveness, store atmosphere, and promotions on customer satisfaction at Noerani Coffee, East Medan. The study used a quantitative approach with a purposive sampling technique, involving 169 Noerani Coffee customer respondents. Data were collected through questionnaires, tested with validity and reliability tests, and analyzed using multiple linear regression analysis methods through the SPSS 26.0 program. The results showed that responsiveness had a positive and significant effect on customer satisfaction, store atmosphere had a positive and significant effect, and promotions also had a positive and significant effect. Simultaneously, the three independent variables have a significant effect on customer satisfaction with an R-Square value of 0.784, which means that 78.4% of the variation in customer satisfaction is explained by responsiveness, store atmosphere, and promotion, while the remaining 21.6% is influenced by other factors outside the study. In conclusion, increasing the speed and responsiveness of service, creating a comfortable coffee shop atmosphere, and effective promotions have been proven to be able to increase customer satisfaction. This study is expected to be a strategic input for Noerani Coffee in strengthening its competitiveness through excellent service, a supportive store atmosphere, and targeted promotions, so that it can maintain customer loyalty amidst increasingly tight competition in the coffee shop industry.
Pengaruh Live Streaming dan Promo Free Shipping Terhadap Impulse Buying Produk Somethinc pada Aplikasi Shopee
This study was conducted to analyze the influence of the live streaming feature and free shipping promo on impulse buying behavior for Somethinc brand beauty products on the Shopee e-commerce platform. The background of this study is based on the increasing competition in digital businesses, especially in the beauty industry, which encourages business actors to utilize creative marketing strategies to attract consumers' attention. The live streaming feature is present as an interactive media that allows sellers to communicate directly with buyers, show product authenticity, and create a more personalized shopping experience. Meanwhile, the free shipping promo is considered one of the most effective marketing strategies to encourage spontaneous purchasing decisions, because it can reduce the burden of additional costs that are usually a consumer consideration. The research method used is quantitative with a descriptive approach. The research sample consisted of 100 students of the Faculty of Economics and Business, Makassar State University who had purchased Somethinc products through Shopee. Data collection was carried out using a structured questionnaire, then analyzed using multiple linear regression techniques to determine the effect of independent variables on the dependent variable. The results showed that both live streaming and the free shipping promo have a positive and significant influence on impulse buying. Live streaming can foster a sense of spontaneous buying desire because of its attractive, informative, and persuasive nature. On the other hand, the free shipping promotion is a powerful incentive for consumers to shop without much consideration. Simultaneously, these two factors contribute to increased consumer interest in Somethinc products on Shopee. This finding provides important implications for e-commerce and the beauty industry to further optimize digital marketing strategies based on interactivity and cost incentives to increase consumer impulse purchases.
KP Pengaruh Promosi, Kemudahan Penggunaan dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada Tokopedia di Kabupaten Kudus
This study aims to analyze the influence of promotion, ease of use, and consumer trust on purchasing decisions among Tokopedia users in Kudus Regency. The background of this research is based on the rapid development of e-commerce in Indonesia, where purchasing decisions are increasingly shaped by digital marketing strategies, technological usability, and consumer perceptions of trust and security. A purposive sampling technique was applied to obtain 120 respondents who had made at least one purchase through Tokopedia within the last six months. Data were collected through structured questionnaires and analyzed using descriptive statistics, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination test with the assistance of SPSS version 29. The findings revealed that, partially, ease of use and consumer trust significantly and positively influenced purchasing decisions, emphasizing the importance of user-friendly platforms and consumer confidence in online transactions. In contrast, promotion did not show a significant direct effect, indicating that consumers may prioritize trustworthiness and usability over promotional offers when making purchase decisions. However, when tested simultaneously, promotion, ease of use, and consumer trust collectively demonstrated a significant and positive impact on purchasing decisions. These results highlight that while individual promotional strategies may not be decisive, their combined effect alongside usability and trust contributes to shaping consumer behavior. This study concludes that Tokopedia and similar e-commerce platforms should focus on enhancing user experience and building consumer trust, while integrating promotions strategically as complementary support to strengthen purchasing decisions in the digital marketplace.
Pengaruh Profitabilitas dan Kebijakan Dividen terhadap Nilai Perusahaan pada Sektor Perbankan di Bursa Efek Indonesia
This study aims to analyze the effect of profitability, measured by Return on Equity (ROE), and dividend policy, measured by Dividend Payout Ratio (DPR), on company value, measured by Price to Book Value (PBV), in the banking sector listed on the Indonesia Stock Exchange (IDX) for the period 2020–2024. This study also examines the partial and simultaneous effects of these two variables to provide a more comprehensive picture of the factors that determine company value. This study uses a quantitative approach with an associative research design. Secondary data were obtained from the annual financial reports of 15 banking companies listed on the IDX during the research period. Data analysis was performed using panel data regression with the assistance of EViews 2012 software. The statistical tests used included the t-test, F-test, and coefficient of determination (R²). The results showed that profitability (ROE) had a negative and significant effect on company value (PBV), while dividend policy (DPR) had a positive but insignificant effect. However, simultaneously ROE and DPR have a significant effect on PBV even though their contribution is relatively small. This finding indicates that investors pay more attention to profitability as the main indicator in assessing company performance, while dividend policy has not been fully able to influence market perception of the value of banking companies in Indonesia. The conclusion of this study is that profitability is an important factor in determining company value in the banking sector, while dividend policy still requires a stronger signal to influence investor perceptions. The results of this study have implications for company management in formulating effective dividend strategies and for investors in making more appropriate investment decisions in the capital market.
Peran Kepemimpinan, Motivasi, dan Kepuasan Kerja dalam Meningkatkan Kinerja Karyawan
This study aims to analyze the influence of leadership, motivation, and job satisfaction on employee performance at CV Adelindo Abadi in Semarang City. The background of this research is based on the importance of human resources as a key factor in achieving organizational goals. Employee performance is not only determined by technical skills but is also strongly influenced by the quality of leadership implemented by management, the level of motivation experienced by employees, and the extent of job satisfaction that creates a supportive work environment. These three aspects are believed to play an essential role in enhancing productivity and strengthening the company’s competitiveness. The research method applied is quantitative with a descriptive approach. Data were collected through questionnaires distributed to employees who served as respondents. The data were then analyzed using multiple linear regression to examine the influence of leadership, motivation, and job satisfaction, both partially and simultaneously, on employee performance. The findings of this study indicate that leadership, motivation, and job satisfaction have a positive and significant effect on employee performance, whether tested simultaneously or individually. This means that the better the leadership practices, the higher the motivation provided, and the greater the level of job satisfaction experienced by employees, the more optimal their performance will be. Based on these results, it is recommended that company management consistently develop effective leadership styles, provide motivation that is aligned with employee needs, and establish a comfortable and supportive work environment. By doing so, the company can continuously improve employee performance and remain competitive in an increasingly dynamic business environment.
Analisis Strategi Customer Relationship Management (CRM) untuk Meningkatkan Kepuasan Pelayanan di Rumah Sakit Darmo Surabaya
This study aims to analyze the implementation of Customer Relationship Management (CRM) strategies in improving patient service satisfaction at Darmo Hospital Surabaya. The competition among premium private hospitals in major cities has become increasingly intense, particularly in serving middle-to-upper-class patients with high expectations of healthcare services. This research applied a qualitative field study approach, including direct observation, interviews with patients and medical staff, and document analysis. The findings reveal that patient satisfaction improved significantly through the implementation of a comprehensive CRM strategy. The strategy emphasizes Service Excellence, which consists of six main pillars: competence, attitude, appearance, attention, action, and accountability of healthcare staff. In addition, Darmo Hospital actively strengthens long-term relationships with the community through social service programs, health seminars, and the use of digital media such as Instagram and its official website to expand interactions with patients. Patient complaints are handled promptly and efficiently through standardized procedures (SOP Handling Complaint), contributing to higher trust and loyalty among patients. Another crucial factor is healthy communication between medical staff and patients, characterized by empathy, openness, support, and personalized care. This study concludes that structured, innovative, and responsive CRM practices can enhance patient satisfaction while simultaneously strengthening the hospital’s competitive position. These findings are expected to serve as a strategic model for other hospitals aiming to improve service quality and patient loyalty in the era of global healthcare competition.
Analisis Prosedur Pengadaan Bahan Makanan terhadap Tingginya Food Cost di Hotel FPS Bali
The food procurement procedure plays a crucial role in hotel operations as it directly impacts the food cost value. An excessive food cost above the standard indicates inefficiency that needs to be addressed through an analysis of the procurement process. This study was conducted at Hotel FPS Bali Ungasan with the aim of understanding how the food procurement procedure contributes to high food costs. The research used a qualitative approach with data collection techniques through in-depth interviews with four informants: Jr. Accountant, Purchasing Supervisor, Receiving Staff, and Cost Control Staff. The informants were selected using purposive sampling based on their roles in the food procurement process. The findings revealed that the procurement process has not been running optimally. Some issues identified include orders not always matching the actual needs, the receipt of goods without thorough quality checks, and food storage not fully complying with the established standards. These discrepancies have led to high food costs, which averaged 36.70% in 2024, exceeding the set standard of 34.58%. This indicates that inconsistent implementation of the food procurement procedure is one of the main factors contributing to the increased food cost at the hotel. Therefore, to reduce food costs and improve operational efficiency, the hotel needs to ensure that the procurement procedures are followed more consistently, from planning the required food items, inspecting the quality of received goods, to storage practices that comply with the standards.
Pengaruh Review Online pada Online Travel Agent terhadap Minat Beli Kamar di Hotel SSU Bali
The development of digital technology, particularly through the use of Online Travel Agent (OTA) platforms, has significantly changed consumer behavior in choosing hotels. One of the most notable changes is the use of online reviews as a form of electronic word of mouth (eWOM), which influences consumer perceptions and purchase decisions. Online reviews allow consumers to share experiences and rate the services provided by hotels, which can, in turn, influence the purchasing decisions of potential guests. This study aims to determine the effect of online reviews on OTA platforms on the purchase interest of rooms at Hotel SSU Bali. The research is quantitative with a descriptive approach, aiming to provide a clear picture of how online reviews affect purchasing decisions. A sample of 100 respondents was selected using purposive sampling. Data were collected through questionnaires and analyzed using simple linear regression, validity tests, reliability tests, normality tests, and t-tests. The results of the study show that online reviews have a positive and significant effect on purchase interest. The linear regression test showed a significance value of 0.000, which is less than 0.05, indicating a significant influence of online reviews on room purchase interest. Additionally, the coefficient of determination of 81.3% suggests that online reviews explain 81.3% of the variation in room purchase interest. Therefore, positive online reviews can increase the trust of potential guests and encourage them to make a purchase decision for rooms at Hotel SSU Bali. Overall, this study provides evidence that online reviews play a crucial role in consumer purchasing decisions and recommends that hotels enhance service quality and encourage guests to leave positive reviews to attract more potential customers.
Analisis Pengaruh Ketersediaan Bahan Baku serta Mutu Produk Ikan Asin terhadap Keberlangsungan UMKM di Kelurahan Hajoran, Kecamatan Pandan, Kabupaten Tapanuli Tengah
This research is motivated by the problem of how the availability of raw materials and the quality of salted fish products influence the sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Hajoran Village, Pandan District, Central Tapanuli Regency. The study aims to analyze the extent to which these two factors contribute to the continuity and long-term viability of MSME businesses in the region. The research uses a quantitative approach, with the population being MSME actors engaged in salted fish production in Hajoran Village. The sample consisted of 63 respondents, selected through purposive sampling, with data collected via questionnaire distribution. Data analysis was performed using the Statistical Package for the Social Sciences (SPSS) version 26. The findings indicate that the availability of raw materials has a positive and significant effect on business sustainability, with a standardized coefficient of 0.378 and a significance level of 0.000. Likewise, product quality also shows a positive and significant influence, with a coefficient of 0.455 and the same significance level (0.000). Simultaneously, these two variables contribute a combined influence of 68.4% to the sustainability of MSMEs. The results suggest that improving access to raw materials and enhancing product quality are crucial strategies for ensuring the long-term success of MSMEs in the salted fish industry.
Analisis Kinerja Keuangan PT. Perusahaan Listrik Negara (Persero) Periode 2020-2024
Kualitas Produk dan Citra Merek sebagai Faktor yang Mempengaruhi Keputusan Pembelian Kopi Suki di Kecamatan Sidikalang Kabupaten Dairi
This study aims to analyze the influence of product quality and brand image on purchasing decisions for Kopi Suki products in Sidikalang District, Dairi Regency. The research method used is quantitative with a survey approach through the distribution of questionnaires to 94 Kopi Suki consumers selected as samples. Data were analyzed using multiple linear regression with the help of SPSS version 30.0. The results showed that product quality has a positive and significant effect on purchasing decisions with a regression coefficient of 0.409 and a significance value of 0.000. Brand image was also proven to have a positive and significant effect with a regression coefficient of 0.592 and a significance value of 0.000. Simultaneously, both variables have a significant effect on purchasing decisions with a coefficient of determination (R²) of 0.870, which means that 87% of the variation in purchasing decisions can be explained by product quality and brand image. These findings indicate that consistent improvement in product quality and strengthening a positive brand image are very important for Kopi Suki businesses to increase consumer loyalty and expand market share.
Pengaruh Motivasi Kerja Guru dan Fasilitas Belajar terhadap Kinerja Guru SMA Negeri 11 Padang
This study aims to examine the influence of teacher work motivation and learning facilities on teacher performance at SMA Negeri 11 Padang. The research employed a quantitative approach, with a population consisting of all 47 teachers at the school. The sampling technique used was total sampling, in which the entire population was taken as the sample. Primary data were collected through structured questionnaires distributed to the respondents, and the analysis was carried out using SPSS Software Version 24. The results of this study indicate that teacher work motivation has a positive and significant effect on teacher performance. Similarly, the availability and quality of learning facilities also have a positive and significant effect on teacher performance. These findings suggest that improving teacher motivation and providing adequate learning facilities are crucial factors in supporting the achievement of better performance outcomes. In addition, the study emphasizes that both motivation and facilities complement each other in shaping teacher productivity and professionalism. The implication of this research is that schools should give serious attention to strengthening motivational factors as well as ensuring the provision of appropriate facilities in order to improve the overall quality of education delivery.
Analisis Peranan Mahasiswa KKN UINSU dalam Membangun Peningkatan UMKM dengan Pendekatan Ekonomi dan Teknologi Informasi di Desa Lau Buluh Kecamatan Kuta Buluh
This study aims to examine in depth the contribution of UINSU Community Service Program (KKN) students in developing Micro, Small, and Medium Enterprises (MSMEs) in Lau Buluh Village by using economic approaches and information technology. Through mentoring, training, and community empowerment activities, students play a crucial role in helping MSMEs manage their businesses in a more focused manner. This role includes assistance in business planning, administrative management, improving marketing strategies, and implementing digital technology in daily business activities. One of the students' tangible contributions is seen in the use of social media as a means of product promotion, which can expand the market reach beyond the village area. In addition, students are also introduced to a simple financial recording application so that MSMEs can manage cash flow more regularly and transparently. This program has had a positive impact in terms of increasing knowledge, skills, and awareness of business actors regarding the importance of innovation in maintaining business continuity. Although there are still obstacles, especially in adapting to the use of digital technology, the results obtained indicate that there is a significant opportunity to develop digital-based MSMEs at the village level. Thus, this study confirms that KKN students have a strategic role as agents of change in strengthening the economic empowerment of rural communities.
Pengaruh Green Human Resource Management terhadap Green Behavior Karyawan pada PMKS PT. Buana Sriwijaya Sejahtera
Green Human Resource Management (GHRM) has emerged as a strategic approach to integrate environmental sustainability principles into human resource practices. This study aims to examine the effect of GHRM on employees’ green behavior at PT Buana Sriwijaya Sejahtera. Using a quantitative approach with a survey method, data were collected from employees through structured questionnaires and analyzed using regression analysis. The results indicate that GHRM has a positive and significant influence on employees’ consistent engagement in environmentally friendly behaviors. Key factors such as continuous training, supportive incentive systems, active employee involvement, and the alignment of HR policies with sustainability principles were found to play a crucial role in fostering a green organizational culture. These findings imply that organizations seeking to promote environmental awareness and sustainable practices should strengthen their GHRM implementation. This research is limited to a single company, and future studies are recommended to expand the scope to different industries and company scales, incorporating moderating or mediating variables such as green leadership or organizational commitment.
Pengaruh Motivasi Kerja Intrinsik dan Ekstrinsik terhadap Kinerja Karyawan PT. Citra Andalan Rasa
This study aims to determine the effect of Intrinsic and Extrinsic Work Motivation on employee performance at PT. Citra Andalan Rasa. Intrinsic Work Motivation includes drives that come from within employees, such as the desire to succeed, future hopes, and personal satisfaction, while Extrinsic Work Motivation includes external factors such as the work environment, leadership, and appreciation. PT. Citra Andalan Rasa is a souvenir company in Lampung Province that faces challenges in the form of fluctuations in monthly sales targets and mismatches in work responsibilities, which have the potential to reduce employee performance. The type of data in this study uses quantitative research using primary and secondary data. In this study, a saturated sampling technique was used to determine the research sample because it has a population of less than 100 or the entire population is used as a sample, so the determination of the sample for this study was 36 respondents. The analysis technique used was through Validity Test, Reliability, Multiple Linear Regression, Classical Assumptions, and Hypothesis. From the results of the research that has been done, it shows that Intrinsic and Extrinsic Work Motivation have a significant effect together on Employee Performance at PT. Citra Andalan Rasa. Intrinsic and extrinsic motivation account for 92% of employee performance at PT Citra Andalan Rasa. The remaining 8% is influenced by other factors not examined in this study.