JURNAL RUMPUN MANAJEMEN DAN EKONOMI

PENGARUH PROFITABILITAS, UKURAN PERUSAHAAN, DAN STRUKTUR MODAL TERHADAP NILAI PERUSAHAAN PADA PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA TAHUN 2021-2025

Fitria Widiyawati Nur Hidayah — 2026-07-27

This research aims to analyze the effect of profitability, company size, and capital structure on company value in food and beverage sub-sector manufacturing companies listed on the Indonesia Stock Exchange (IDX) for the 2021-2025 period. The research method used is a quantitative approach with purposive sampling technique for selecting 26 company samples with a total of 130 samples over a period of 5 years. The results of the study indicate that profitability (ROA) has a significant positive effect on company value, company size (SIZE) also has a significant positive effect on company value, while capital structure (DER) does not have a significant effect on company value. The coefficient of determination (adjusted R²) shows that the variables profitability, company size, and capital structure only explain 18.9% of the variation in company value, while the rest is influenced by other factors not examined in this study.

Analisis Kelayakan Bisnis Jasa Transportasi dan Pengantaran (Fast On) Di Tinjau dari Aspek Operasional dan Pemasaran

Naufal Fikri Hidayat — 2026-07-27

_{Dengan munculnya layanan transportasi online, perusahaan telah memanfaatkan strategi pemasaran dan operasional yang efektif untuk meningkatkan daya saing mereka. Tujuan dari penelitian ini adalah untuk melihat apakah layanan transportasi dan pengiriman FAST ON di Bumiayu, Kabupaten Brebes, beroperasi dengan baik dari sudut pandang pemasaran dan operasional. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dan data dikumpulkan melalui observasi, wawancara, dan dokumentasi. Dengan menggunakan teknik purposive sampling, informan penelitian terdiri dari pemilik usaha, pengelola, dan pengemudi yang dipilih. Model Miles, Huberman, dan Saldaña digunakan untuk melakukan analisis data, yang mencakup penyajian, penarikan kesimpulan, dan reduksi data. Menurut hasil penelitian, FAST ON layak untuk dioperasikan dan dikembangkan. Memiliki pasar sasaran yang jelas, strategi promosi yang efektif, dan penetapan harga yang kompetitif adalah alasan mengapa elemen pemasaran dinilai layak. Selain itu, fitur operasinya dinilai baik, dengan 32 pengemudi aktif dan sistem layanan yang berfungsi dengan baik. Namun, masih ada masalah dengan penggunaan WhatsApp sebagai platform pemesanan serta beberapa kesalahan sistem. Oleh karena itu, untuk meningkatkan kualitas layanan dan daya saing bisnis, diperlukan pengembangan aplikasi pemesanan dan peningkatan kompetensi sumber daya manusia.}

Analisis Kelayakan Bisnis Kopitiam 212 Berkonsep Vintage di Bumiayu Sebagai Dasar Pengembangan dan Ekspansi Bisnis

Nindita Eva Arniati — 2026-07-28

Penelitian ini bertujuan untuk menganalisis kelayakan usaha Kopitiam 212 yang merupakan kedai kopi berkonsep vintage di Bumiayu serta mengkaji peluang pengembangan usahanya di masa mendatang. Penelitian menggunakan metode deskriptif kualitatif dengan pengumpulan data melalui wawancara, observasi langsung, dan dokumentasi. Analisis kelayakan dilakukan berdasarkan aspek pasar dan pemasaran, aspek teknis dan operasional, aspek manajemen dan sumber daya manusia, aspek keuangan, serta aspek lingkungan dan sosial. Hasil penelitian menunjukkan bahwa Kopitiam 212 memiliki pangsa pasar yang cukup luas, meliputi pelajar, keluarga, dan kalangan muda. Keunggulan usaha didukung oleh konsep vintage yang unik, kualitas produk yang terjaga, serta pemanfaatan media digital sebagai sarana promosi. Dari aspek operasional, usaha ini didukung oleh lokasi yang strategis, proses pelayanan yang efektif, serta penggunaan sistem pembayaran digital. Dari aspek keuangan, usaha mampu menghasilkan pendapatan yang stabil dan telah mencapai pengembalian modal awal. Selain itu, keberadaan usaha memberikan dampak positif terhadap aktivitas ekonomi di lingkungan sekitar. Berdasarkan hasil analisis yang dilakukan, Kopitiam 212 dinilai layak untuk dijalankan dan memiliki peluang yang baik untuk melakukan ekspansi ke wilayah pasar yang lebih luas.

Pengaruh Pengalaman Pelanggan Dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Pengguna Aplikasi Access by KAI

Aisya Rahmah Alfitri — 2026-07-28

Perkembangan teknologi digital telah mendorong PT Kereta Api Indonesia untuk mengoptimalkan layanan berbasis aplikasi mobile melalui Access by KAI sebagai sarana pemesanan tiket dan layanan perjalanan kereta api. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan dan kepercayaan terhadap loyalitas pelanggan pada pengguna aplikasi Access by KAI. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 pengguna Access by KAI dengan metode purposive sampling. Analisis data menggunakan analisis regresi linier berganda, analisis koefisien determinasi, dan uji hipotesis parsial dan simultan menggunakan SPSS. Hasil penelitian menunjukkan bahwa pengalaman pelanggan (X1) dan kepercayaan (X2) secara parsial maupun simultan berpengaruh signifikan terhadap loyalitas pelanggan (Y). Diketahui bahwa t hitung > t tabel, untuk variabel pengalaman pelanggan 5,265 > 1,660, sedangkan untuk variabel kepercayaan 2,505 > 1,660. Nilai koefisien determinasi sebesar 63,4% menunjukkan bahwa loyalitas pelanggan dapat dijelaskan oleh pengalaman pelanggan dan kepercayaan, sedangkan 36,6% sisanya dipengaruhi oleh faktor lain di luar penelitian. Berdasarkan hasil penelitian, dapat disimpulkan bahwa pengalaman pelanggan dan kepercayaan berpengaruh signifikan terhadap loyalitas pelanggan pada pengguna aplikasi Access by KAI. Temuan ini menunjukkan bahwa Access by KAI perlu terus meningkatkan kualitas layanan, kemudahan penggunaan, kualitas layanan, dan kepuasan pelanggan agar Access by KAI tetap menjadi pilihan utama dalam melakukan pembelian tiket kereta api.

PENGARUH PROFITABILITAS, LIKUIDITAS, OPERATING CAPACITY, CASH FLOW DAN SALES GROWTH TERHADAP FINANCIAL DISTRESS PADA PERUSAHAAN PROPERTY DAN REAL ESTATE DI BEI TAHUN 2019-2024

Baskoro Adi Nugroho — 2026-07-28

This study aims to analyze the effect of Profitability (ROA), Liquidity (CR), Operating Capacity (TATO), Cash Flow (OCF), and Sales Growth on Financial Distress measured using the Altman Z-Score model in property and real estate companies listed on the Indonesia Stock Exchange (IDX) during 2019–2024. The research method used is quantitative with an explanatory approach. The population includes 92 companies, and using purposive sampling technique, a sample of 20 companies (120 observations) was obtained. Data analysis was conducted using multiple linear regression in SPSS 23. The results show that profitability, liquidity, and cash flow have a positive and significant effect on financial distress, while operating capacity has a negative and significant effect. Meanwhile, sales growth has no significant effect on financial distress. Simultaneously, all five independent variables significantly affect financial distress with an Adjusted R2 of 84.5%.

Pengaruh Literasi Keuangan, Dan Pengelolaan Keuangan Terhadap Minat Berwirausaha Mahasiswa Program Studi Akuntansi Universitas Persatuan Guru 1945 NTT

Orance Aquilina Atonis — 2026-07-27

This study aims to determine the effect of financial literacy and financial management on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. The method used in this research is a quantitative descriptive method, employing simple and multiple linear regression analysis techniques. The data were analyzed using classical assumption tests (normality and multicollinearity tests), partial and simultaneous hypothesis testing, and the coefficient of determination (R²). The data collection technique used was a questionnaire, with data processing carried out using the SPSS version 21 program. The sample in this study was financial literacy and financial management on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. The results of the study show that the regression equations Y = -15.414 + 0.429X₁ and Y = -15.414 + 0.397X₂ partially have a significant effect on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. This means that the higher the knowledge and understanding of financial literacy and financial management, the higher the students' interest in entrepreneurship. Based on the F-test results, it shows that financial literacy and financial management simultaneously have a significant effect on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. The results show that F-count > F-table (151.552 > 199.5) and the significance level is less than 0.05 (0.001 < 0.05). The results of the coefficient of determination test (R²) show that financial literacy and financial management have an effect of 91.8%, while the remaining (100% - 91.8% = 9.2%) is influenced by other variables not examined in this study.

Pengaruh Brand Love dan Brand Trust Terhadap Repurchase Intention Pada Produk Galeri24 (Studi Pada Nasabah PT. Pegadaian Syariah UPS Lumajang)

Oktavia Cahya Sonda — 2026-07-27

Perkembangan industri emas di Indonesia yang semakin pesat mendorong perusahaan untuk tidak hanya menarik konsumen baru, tetapi juga mempertahankan konsumen agar melakukan pembelian ulang. Galeri24 sebagai anak perusahaan PT Pegadaian menghadapi persaingan yang ketat sehingga perlu meningkatkan repurchase intention konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori untuk mengetahui pengaruh brand love dan brand trust terhadap repurchase intention pada konsumen Galeri24. Data dikumpulkan melalui kuesioner online terhadap 109 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa brand love dan brand trust berpengaruh positif dan signifikan terhadap repurchase intention, baik secara parsial maupun simultan. Semakin tinggi brand love dan brand trust, semakin tinggi pula niat pembelian ulang konsumen Galeri24. Berdasarkan hasil tersebut, disarankan agar Galeri24 meningkatkan brand love dan brand trust melalui penguatan keterikatan emosional, peningkatan kualitas produk, serta pelayanan yang konsisten. Penelitian selanjutnya disarankan menambahkan variabel lain seperti customer satisfaction, harga, kualitas pelayanan, atau brand image. Selain itu, perusahaan perlu memperkuat strategi komunikasi pemasaran digital agar dapat menjangkau konsumen secara lebih efektif. Optimalisasi layanan pelanggan juga perlu ditingkatkan untuk menjaga kepuasan dan loyalitas konsumen. Galeri24 diharapkan mampu mempertahankan daya saing di tengah ketatnya industri emas.

Pengaruh Pemanfaatan Marketplace TokoPedia Terhadap Minat Beli Konsumen Produk Ikan Hias Air Laut Di PT. Indotama Putra Wahana

Yuniansri Menra — 2026-07-29

The ornamental fish sector now relies on the effectiveness of digital marketing through e-commerce platforms to influence consumer purchasing decisions. This study evaluates the extent to which the use of the Tokopedia marketplace triggers customer interest in purchasing saltwater ornamental organisms at PT Indotama Putra Wahana. Using a Likert-scale questionnaire, quantitative data were collected from 30 samples selected based on specific criteria (purposive sampling). Instrument validation, classical assumption tests, and simple linear regression were analyzed using SPSS software. The results demonstrate a significant positive impact of Tokopedia usage on consumer purchasing preferences (t_“calculated” = 4.893 > t_“table” = 2.048; Sig = 0.000). Through the regression formula Y = 8.604 + 0.480X, it is evident that this digital platform contributes 46.1% (R² = 0.461) to the surge in purchasing interest. This confirms that the ease and convenience of transactions on Tokopedia are capable of driving buyer interest, making the optimization of digital channels a strategic step that the company should continue to pursue.

PENERAPAN PENYUSUNAN LAPORAN KEUANGAN UMKM BERDASARKAN STANDAR AKUNTANSI KEUANGAN ENTITAS MIKRO KECIL DAN MENENGAH (SAK EMKM): SEBUAH SYSTEMATIC LITERATURE REVIEW

Adelia Novia Putri — 2026-07-28

Through job creation, increased community income, and its contribution to Gross Domestic Product (GDP), micro, small, and medium enterprises (MSMEs) play a vital role in driving Indonesia's economic growth. However, many MSMEs have not prepared financial reports in accordance with the Financial Accounting Standards for Micro, Small, and Medium Entities (SAK EMKM). Most of them only record cash expenditures and receipts, resulting in financial information that cannot fully depict the overall business condition. The purpose of this study is to determine the importance of preparing financial statements based on SAK EMKM for small and medium enterprises (MSMEs). A Systematic Literature Review (SLR), employing a qualitative descriptive approach, was used. The review findings indicate that the implementation of SAK EMKM can improve the quality of financial reports, accountability, transparency, and credibility of MSMEs. Furthermore, financial statements that comply with SAK EMKM can assist business actors in evaluating business performance, making more appropriate business decisions, controlling costs, and facilitating access to financing from financial institutions. Nevertheless, the implementation of SAK EMKM still faces various obstacles, such as low accounting understanding, limited human resources, lack of training, and low utilization of accounting technology. Therefore, ongoing support in the form of training, mentoring, and socialization is needed to ensure that the application of SAK EMKM in MSMEs can run optimally.

PENGARUH REWARD PUNISHMENT DAN KOMPETENSI TERHADAP PRODUKTIVITAS KERJA KARYAWAN PT LUCKY MOM CIKUPA TANGGERANG KABUPATEN

Ariyansah Ariyansah — 2026-08-02

Abstract. This study aims to determine the effect of Reward and Punishment and Competence on Employee Work Productivity at PT. Lucky Mom. This study employed a quantitative approach using a survey method. The population of this study consisted of all employees of PT. Lucky Mom, with a sample of 65 respondents selected using the saturated sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple linear regression analysis, correlation tests, coefficient of determination tests, and hypothesis testing (t-test and F-test) with the assistance of SPSS software. The results of the regression analysis indicate that Reward and Punishment have a positive and significant effect on Employee Work Productivity, with a t-value of 3.612. Furthermore, Competence also has a positive and significant effect on Employee Work Productivity, with a t-value of 4.738, indicating that Competence has a more dominant influence than Reward and Punishment. Simultaneous testing shows that Reward and Punishment and Competence jointly have a significant effect on Employee Work Productivity, with an F-value of 14.673. Meanwhile, the coefficient of determination (R²) test shows that Reward and Punishment and Competence are able to explain 32.1% of the variation in Employee Work Productivity, while the remaining 67.9% is influenced by other factors outside this study. Partial and simultaneous hypothesis testing proves that all proposed hypotheses are accepted. Therefore, the proper implementation of Reward and Punishment as well as good Competence can be important strategies for improving Employee Work Productivity at PT. Lucky Mom.

Keywords: Reward and Punishment, Competence, Employee Work Productivity.

Penerapan SWOT-QSPM dalam menentukan Strategi Pengembangan Usaha Kue Lumpur Muda Mudi Jaya di Sidoarjo

Muhammad Dhawy Alwansyah — 2026-08-03

Kue Lumpur Muda Mudi Jaya Sidoarjo is a business entity operating in the food processing industry. Despite its strategic outlet location and authentic recipe, the business faces primary operational challenges, including the limited shelf life of fresh wet pastry products, sub-optimal market reach, and intensifying competition within the regional culinary sector in Sidoarjo Regency. Therefore, a well-defined strategic direction is required to enhance competitiveness and business sustainability. This study aims to identify internal and external factors, formulate alternative strategies, and determine the priority strategy for the business development of Kue Lumpur Muda Mudi Jaya Sidoarjo. This research employs a descriptive qualitative method with a quantitative approach. Data collection techniques include observation, in-depth interviews, and questionnaires. Instrument sampling was conducted using a purposive sampling method based on expertise and direct involvement in business operations. Data were analyzed sequentially using IFE, EFE, IE, SWOT, and QSPM matrices. The evaluation results reveal a total weighted score of 2.75 for IFE and 2.25 for EFE, positioning the business in Quadrant V (Hold and Maintain) of the IE Matrix. The SWOT Matrix analysis yielded eight alternative strategies. Based on the Quantitative Strategic Planning Matrix (QSPM), the top priority strategy with the highest Total Attractiveness Score (TAS) of 13.3 is strengthening the brand identity of Sidoarjo’s signature culinary specialty through the optimization of promotions at strategic physical outlets. This strategy is implemented by refining the outlet's visual concept, highlighting the uniqueness of traditional preservative-free recipes, and utilizing digital technology via landing pages to drive consumer traffic to highly accessible souvenir stores.

PENGARUH KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP KEPUASAN KONSUMEN COFFEE SHOP WTC LOUNGE DI TANGERANG SELATAN

Nisa Maulida Istiftiani — 2026-08-03

Abstract. This study aims to determine the effect of service quality and digital marketing on customer satisfaction at WTC Lounge Coffee Shop in South Tangerang, both partially and simultaneously. The research method used is a quantitative method with a causal associative level of explanation. The sampling technique used was purposive sampling method with 99 respondents calculated using the Rao Purba formula. Data collection was conducted by distributing online questionnaires via Google Form. The data analysis techniques used include instrument tests (validity and reliability tests), classic assumption tests (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, and hypothesis testing (t-test and F-test) utilizing SPSS version 20 software. The results showed that: (1) Service quality has a partial positive and significant effect on customer satisfaction, as evidenced by the value of t count > t table (9.941 > 1.984) and a significance value of 0.000 < 0.05. (2) Digital marketing has a partial positive and significant effect on customer satisfaction, as evidenced by the value of t count > t table (7.930 > 1.984) and a significance value of 0.000 < 0.05. (3) Service quality and digital marketing simultaneously have a positive and significant effect on customer satisfaction with the regression equation Y = 11.657 + 0.420X1 + 0.317X2. The correlation between variables is strong with an R value of $0.784. The coefficient of determination (R Square) is 0.615 or 61.5%, while the remaining 38.5% is influenced by other factors not examined in this study. The F-test results show that F count}} > F table (76.538 > 3.09) with a significance value of 0.000 < 0.05.

Keywords: Service Quality, Digital Marketing, Customer Satisfaction.

PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE ROTI BAKAR 88 CABANG KUTABUMI KABUPATEN TANGERANG

Sonia Masykuroh — 2026-08-03

Abstract. The purpose of this study was to determine the influence of location and service quality on purchasing decisions at Roti Bakar 88 Café Kutabumi Branch, Tangerang Regency, partially and simultaneously. The method used was quantitative. The sampling technique used the Slovin formula and obtained a sample of 100 respondents. Data analysis used validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, coefficients of determination, and hypothesis testing. The results of this study are that location has a significant effect on purchasing decisions with the regression equation Ŷ = 25.826 + 0.362X1, the correlation coefficient value is 0.521 (moderate), the coefficient of determination is 27.1%, and the hypothesis test obtained t count > t table, namely (6.040 > 1.984). Service quality has a significant effect on purchasing decisions with the regression equation Ŷ = 23.957 + 0.405X2, the correlation coefficient value is 0.593 (moderate), the coefficient of determination is 35.1%, and the hypothesis test obtained t count > t table, namely (7.288 > 1.984). Location and service quality simultaneously have a significant effect on purchasing decisions with the regression equation Ŷ = 8.904 + 0.376X1 + 0.417X2. The correlation coefficient is 0.803 (very strong), the coefficient of determination is 64.5%, and the remaining 35.5% is influenced by other variables. The hypothesis test yielded a calculated F value > F table value, namely (88.010 > 3.090).

Keywords: Location, Service Quality, Purchasing Decisions.

PENGARUH KOMUNIKASI INTERNAL DAN GAYA KEPEMIMPINAN TRANSFORMASIONAL TERHADAP PRODUKTIVITAS KARYAWAN PADA PT SUMBER ALFARIA TRIJAYA TBK. AREA CIPUTAT

Naziatuzahra Naziatuzahra — 2026-08-03

Abstract. This study aims to determine the effect of internal communication and transformational leadership styles on employee productivity. The study was conducted at PT Sumber Alfaria Trijaya Tbk in the Ciputat area. A sample of 63 employees of PT Sumber Alfaria Trijaya Tbk in the Ciputat area was used. A questionnaire was used for data collection. The instrument used was a validity test using Pearson correlation and a reliability test using Cronbach's Alpha. Classical assumption tests were then conducted using normality, multicollinearity, autocorrelation, and heteroscedasticity tests. After the classical assumption tests were met, multiple linear regression analysis was conducted using SPSS 26. The hypotheses were tested using a partial t-test and a simultaneous F-test.The results showed that (1) Internal communication has a significant and positive partial effect on employee productivity at PT Sumber Alfaria Trijaya Tbk in the Ciputat area, with a calculated t-value (7.327) greater than the t-table (2.000) and a significance level (0.000) less than 0.05. (2) Transformational leadership style has a significant and positive partial effect on employee productivity at PT Sumber Alfaria Trijaya Tbk in the Ciputat Area, with a calculated t-value (3.759) greater than the t-table (2.000) and a significance level of 0.000 less than 0.05. (3) Internal communication and transformational leadership style have a significant and positive simultaneous effect on employee productivity at PT Sumber Alfaria Trijaya Tbk in the Ciputat Area, with a calculated F-value (81.231) greater than the F-table (3.150) and a significance level of 0.000 less than 0.05. The magnitude of the influence of internal communication and transformational leadership style on employee productivity is 73%, while the remaining 27% is influenced by other variables not examined in this study.

Keywords: Communication, Leadership, Productivity

Pengaruh Brand Image Terhadap Minat Beli Produk Kaos Brand Adlv Melalui Brand Trust Pada Konsumen di Kabupaten Sidoarjo

Deva Arya Wiguna — 2026-08-04

Abstract. This study aims to analyze the influence of Brand Image on Purchase Intention of ADLV brand t-shirt products through Brand Trust as a mediating variable among consumers in Sidoarjo Regency. The widespread circulation of counterfeit (KW) ADLV products in the market has created a gap between consumers' visual appeal toward brand image and actual purchasing decisions, making brand trust a crucial factor that needs to be examined. This research employs a quantitative approach using a survey method through questionnaire distribution to 120 People its selected using incidental sampling technique. Respondent criteria included residing in Sidoarjo Regency, knowing or having seen ADLV brand t-shirt products, and being at least 17 years old. The data were analyzed using the Partial Least Squares (PLS) approach with SmartPLS 4.0 software. These findings indicate that Brand Trust has a more dominant role compared to Brand Image in driving consumer purchase intention. Therefore, ADLV's marketing strategy in Sidoarjo Regency needs not only to maintain a strong brand image but also to actively build consumer trust through product information transparency, authenticity guarantees, and quality consistency to overcome the challenge of counterfeit products in the market.

Pengaruh Social Media Marketing dan Customer Experience terhadap Kepuasan Pengunjung di Eco Active Park Kota Batu

Rendi Bagus Setiawan — 2026-08-03

Abstract. Visitor satisfaction plays a crucial role in determining the success of a tourism destination. Satisfaction arises after comparing perceived performance with prior expectations. Such expectations do not emerge by coincidence, but rather can be shaped through Social Media Marketing. Companies need to pay close attention to the alignment between the expectations formed and the actual experience delivered, as this alignment is what ultimately creates satisfaction. Based on observations at Eco Active Park, there is a gap between the expectations shaped through social media and the actual experiences of visitors. Therefore, this study aims to analyze the influence of Social Media Marketing and Customer Experience on Visitor Satisfaction at Eco Active Park. A quantitative explanatory approach was employed, with data collected from 100 respondents determined through purposive sampling and analyzed using multiple linear regression. The results indicate that Social Media Marketing partially has a positive and significant effect on Visitor Satisfaction, and Customer Experience partially has a positive and significant effect on Visitor Satisfaction. Simultaneously, both variables significantly affect Visitor Satisfaction, with an R Square of 0.635, indicating that 63.5% of the variance in Visitor Satisfaction is explained by the two predictors. These findings confirm that Customer Experience contributes more dominantly than Social Media Marketing to visitor satisfaction. Eco Active Park is advised to maintain consistency between the expectations formed on social media and the real experience delivered on site, while continuing to strengthen interactive engagement with visitors.

Keywords: Social Media Marketing; Customer Experience; Visitor Satisfaction; Eco Active Park; Educational Tourism.

Abstrak. Kepuasan pengunjung berperan penting dalam menentukan keberhasilan suatu destinasi wisata. Kepuasan muncul setelah membandingkan kinerja yang dirasakan dengan harapan. Harapan tersebut tidak muncul secara kebetulan, melainkan dapat dibentuk melalui Social Media Marketing. Perusahaan perlu memperhatikan aspek kesesuaian antara harapan dengan pengalaman nyata, sehingga mampu menciptakan kepuasan. Berdasarkan pengamatan pada Eco Active Park terdapat kesenjangan antara harapan yang dibentuk melalui media sosial dengan pengalaman nyata pengunjung. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Customer Experience terhadap Kepuasan Pengunjung di Eco Active Park Kota Batu. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan 100 responden yang ditentukan melalui teknik purposive sampling dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa Social Media Marketing secara parsial berpengaruh positif dan signifikan terhadap Kepuasan Pengunjung, serta Customer Experience secara parsial berpengaruh positif dan signifikan terhadap Kepuasan Pengunjung. Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap Kepuasan Pengunjung, dengan nilai R Square sebesar 0,635 yang berarti 63,5% variasi Kepuasan Pengunjung dijelaskan oleh kedua variabel bebas tersebut. Temuan ini menegaskan bahwa Customer Experience memberikan kontribusi yang lebih dominan dibandingkan Social Media Marketing terhadap kepuasan pengunjung. Eco Active Park disarankan untuk menjaga konsistensi antara harapan yang dibentuk di media sosial dengan pengalaman nyata di lapangan, sembari terus memperkuat interaksi dengan pengunjung.

Kata Kunci: Social Media Marketing; Customer Experience; Kepuasan Pengunjung; Eco Active Park; Wisata Edukasi.

Pengaruh Fitur Layanan dan Kemudahan Penggunaan Terhadap Kepuasan Nasabah Pengguna BRImo di BRI Unit Soekarno Hatta Malang

Sabrina Kintan Amaratama — 2026-08-07

Perkembangan teknologi digital telah mendorong industri perbankan untuk menyediakan layanan yang cepat, mudah, dan efisien melalui mobile banking. BRImo adalah layanan perbankan digital PT Bank Rakyat Indonesia (Persero) Tbk yang terus dikembangkan untuk memenuhi kebutuhan transaksi nasabah. Permasalahan berupa gangguan fitur transaksi dan kendala penggunaan masih berpotensi memengaruhi tingkat kepuasan nasabah. Rumusan masalah dalam penelitian ini adalah apakah fitur layanan dan kemudahan penggunaan berpengaruh terhadap kepuasan nasabah. Oleh karena itu, penelitian ini dilakukan untuk menganalisis pengaruh fitur layanan dan kemudahan penggunaan terhadap kepuasan nasabah pengguna BRImo di BRI Unit Soekarno Hatta Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 97 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan analisis regresi linier berganda, analisis koefisien determinasi, dan uji hipotesis. Hasil analisis regresi linier berganda menunjukkan bahwa nilai t hitung fitur layanan sebesar 5,895 dan kemudahan penggunaan sebesar 4,372 lebih besar daripada nilai t-tabel sebesar 1,661. Selain itu, nilai koefisien determinasi (R²) sebesar 0,794 menunjukkan bahwa 79,4% kepuasan nasabah dapat dijelaskan oleh fitur layanan dan kemudahan penggunaan, sedangkan sisanya sebesar 20,6% dipengaruhi oleh faktor lain di luar ruang lingkup penelitian ini. Hasil tersebut menunjukkan bahwa fitur layanan dan kemudahan penggunaan berpengaruh terhadap kepuasan nasabah. Berdasarkan hasil penelitian, dapat disimpulkan bahwa fitur layanan dan kemudahan penggunaan berpengaruh signifikan terhadap kepuasan nasabah pengguna BRImo. Temuan ini menunjukkan bahwa peningkatan kualitas layanan digital dan kemudahan penggunaan memiliki peran penting dalam meningkatkan kepuasan nasabah. Oleh karena itu, BRI Unit Soekarno Hatta Malang disarankan untuk terus meningkatkan kualitas layanan digital dan mengoptimalkan pengalaman pengguna BRImo guna mempertahankan serta meningkatkan kepuasan nasabah.

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN SAUNG SUNDARA TIGARAKSA KABUPATEN TANGERANG

Farhan Oktav — 2026-08-08

This study aims to determine the partial and simultaneous effects of Content Marketing and Electronic Word of Mouth (E-WOM) on Purchase Decisions at Rumah Makan Saung Sundara. This research employed a descriptive quantitative method with a sample of 100 respondents. The data analysis techniques used included validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, simple linear regression analysis, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, t-test, and F-test. Based on the results of the first hypothesis test, Content Marketing has a positive and significant effect on Purchase Decisions, with a t of 4.483 greater than the t value of 1.98447 (4.483 > 1.98447) and a significance value of 0.001 less than 0.05 (0.001 < 0.05). The results of the second hypothesis test indicate that Electronic Word of Mouth (E-WOM) has a positive and significant effect on Purchase Decisions, with a t of 6.182 greater than the t value of 1.98447 (6.182 > 1.98447) and a significance value of 0.001 less than 0.05 (0.001 < 0.05). The results of the third hypothesis test show that Content Marketing and Electronic Word of Mouth (E-WOM) simultaneously have a positive and significant effect on Purchase Decisions, with an F of 44.799 greater than the F value of 3.09 (44.799 > 3.09) and a significance value of 0.001 less than 0.05 (0.001 < 0.05).

Pengaruh Brand Awareness, Brand Image, dan Publisitas terhadap Keputusan Pembelian Konsumen pada PT. Zamzam Deal Properti Lamongan

Muhammad Alfredo Romadlona Nabiha — 2026-08-13

Persaingan industri properti yang semakin kompetitif mendorong perusahaan untuk menerapkan strategi pemasaran yang efektif guna meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness, Brand Image, dan Publisitas terhadap Keputusan Pembelian Konsumen pada PT. Zamzam Deal Properti Lamongan, baik secara parsial maupun simultan, serta mengetahui variabel yang memiliki pengaruh paling dominan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner kepada 71 responden yang merupakan konsumen PT. Zamzam Deal Properti Lamongan, kemudian dianalisis menggunakan analisis regresi linier berganda dengan bantuan Statistical Product and Service Solutions (SPSS). Hasil penelitian menunjukkan bahwa Brand Awareness berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Brand Image juga berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen serta merupakan variabel yang memiliki pengaruh paling dominan. Selain itu, Publisitas berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Secara simultan, Brand Awareness, Brand Image, dan Publisitas berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Nilai Adjusted R Square sebesar 0,965 menunjukkan bahwa 96,5% variasi keputusan pembelian konsumen dapat dijelaskan oleh ketiga variabel tersebut, sedangkan sisanya sebesar 3,5% dipengaruhi oleh faktor-faktor lain di luar model penelitian. Penelitian ini menyimpulkan bahwa peningkatan kesadaran merek, pembentukan citra merek yang positif, serta pengelolaan publisitas yang efektif merupakan strategi pemasaran yang mampu meningkatkan keputusan pembelian konsumen pada PT. Zamzam Deal Properti Lamongan.

Analisis Strategi Segmenting, Targeting, dan Positioning pada Perumahan Komersial PT Zamzam Deal Properti Lamongan

Sinta Aisyah — 2026-08-13

Persaingan industri properti yang semakin kompetitif menuntut perusahaan untuk menerapkan strategi pemasaran yang tepat agar mampu menciptakan keunggulan bersaing dan memperkuat posisi produk di pasar. Penelitian ini bertujuan untuk mengetahui dan menganalisis penerapan strategi Segmenting, Targeting, dan Positioning (STP) pada pemasaran perumahan komersial PT Zamzam Deal Properti Lamongan. Penelitian menggunakan pendekatan kualitatif dengan teknik penentuan informan secara purposive sampling. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan model analisis data Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa PT Zamzam Deal Properti Lamongan telah menerapkan strategi segmentasi berdasarkan aspek geografis, demografis, psikografis, dan perilaku konsumen sehingga pemasaran dapat dilakukan secara lebih terarah. Pada aspek targeting, perusahaan menerapkan strategi single-segment concentration dengan memfokuskan pemasaran pada masyarakat Kabupaten Lamongan yang memiliki pekerjaan tetap, penghasilan stabil, serta memenuhi persyaratan pembiayaan Kredit Pemilikan Rumah (KPR). Sementara itu, pada aspek positioning, perusahaan memosisikan diri sebagai pengembang perumahan komersial yang menawarkan legalitas yang aman, kualitas bangunan yang baik, harga yang kompetitif, lokasi strategis, serta pelayanan yang profesional sehingga mampu membangun citra positif di benak konsumen. Penerapan strategi Segmenting, Targeting, dan Positioning (STP) tersebut menunjukkan bahwa perusahaan telah mengembangkan strategi pemasaran yang sesuai dengan karakteristik pasar, mampu memperkuat posisi produk, serta meningkatkan daya saing pada pasar perumahan komersial di Kabupaten Lamongan.

PENGARUH LITERASI KEUANGAN, SELF-EFFICACY, KEMUDAHAN PENGGUNAAN PAYLATER TERHADAP KESEJAHTERAAN FINANSIAL (Studi pada Gen Z di DKI Jakarta)

Novi Yuliana Safitri — 2026-08-14

Abstract. This study aims to examine the influence of financial literacy, self-efficacy, and perceived ease of use of paylater services on the financial well-being of Generation Z in DKI Jakarta. This study employed a quantitative approach with a causal associative research design. The sample was selected using purposive sampling, while data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that financial literacy has a positive and significant effect on financial well-being, and self-efficacy also has a positive and significant effect on financial well-being. Meanwhile, the perceived ease of use of paylater services has a positive but insignificant effect on financial well-being . These findings suggest that the financial well-being of Generation Z is influenced more by financial management capabilities and confidence in managing personal finances than by the ease of using paylater services.

Keywords: financial literacy, self-efficacy, perceived ease of use of paylater, financial well-being, Generation Z.

Analisis Pengendalian Persediaan Frozen Food Untuk Meningkatan Efektivitas Penjualan Pada Minimarket Prima Frehmart

Sri Rejeki — 2026-08-18

Pengendalian persediaan merupakan aspek penting dalam kegiatan operasional perusahaan ritel, khususnya pada produk frozen food yang memerlukan pengelolaan tepat untuk menjaga ketersediaan dan kualitas produk. Penelitian ini bertujuan menganalisis pengendalian persediaan frozen food dalam mendukung efektivitas penjualan pada Minimarket Prima Freshmart Macan Lindungan Palembang. Penelitian menggunakan metode kualitatif dengan pendekatan deskriptif. Informan penelitian terdiri atas kepala toko dan karyawan yang terlibat dalam kegiatan pengelolaan persediaan. Data diperoleh melalui observasi, wawancara, dan dokumentasi, kemudian dianalisis melalui reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pengendalian persediaan dilakukan melalui penerimaan barang, penyimpanan, pencatatan stok, pengecekan persediaan, dan pemesanan kembali. Penerapan FIFO dan FEFO mendukung pengaturan perputaran persediaan serta membantu menjaga kualitas produk. Namun, pengelolaan persediaan masih dapat dioptimalkan, terutama dalam menyesuaikan ketersediaan stok dengan tingkat permintaan produk. Pengendalian persediaan yang tepat dapat mendukung ketersediaan produk serta meningkatkan efektivitas penjualan.

PENGARUH OPERATING EXPENSE RATIO, REVENUE GROWTH, DAN MANAJEMEN MODAL KERJA TERHADAP PROFITABILITAS PADA INDUSTRI FARMASI YANG TERDAFTAR DI BEI PERIODE 2020-2024

Rima — 2026-08-17

Penelitian ini bertujuan untuk menganalisis pengaruh Operating Expense Ratio, Revenue Growth, dan Manajemen Modal Kerja terhadap Profitabilitas pada Industri Farmasi yang terdaftar di Bursa Efek Indonesia selama periode 2020 hingga 2024. Penelitian ini menggunakan jenis penelitian analisis asosiatif kausal dengan pendekatan kuantitatif. Data yang digunakan adalah data sekunder berupa laporan keuangan tahunan perusahaan dengan sampel sebanyak 11 perusahaan yang dipilih menggunakan teknik purposive sampling. Analisis data menggunakan regresi data panel, dan pengujian hipotesis dilakukan melalui uji F dan uji t dengan software Eviews versi 12. Hasil analisis menunjukkan bahwa secara simultan, Operating Expense Ratio, Revenue Growth, dan Manajemen Modal Kerja berpengaruh signifikan terhadap profitabilitas, dengan koefisien determinasi sebesar 90,36%. Secara parsial, Operating Expense Ratio dan Revenue Growth berpengaruh negatif signifikan terhadap Profitabilitas, sedangkan Manajemen Modal Kerja tidak menunjukkan pengaruh signifikan terhadap Profitabilitas.

ANALISIS SWOT SEBAGAI STRATEGI MENINGKATKAN DAYA SAING ANGKRINGAN PINARAKZ DI KOTA BATU

Rizal Fahmi — 2026-08-18

Abstract. Micro, small, and medium enterprises (MSMEs) in the food and beverage sector in Batu City face increasingly intense competition, which requires business actors to determine a systematic competitive strategy rather than relying solely on intuition. Angkringan Pinarakz is a vintage-concept culinary MSME that has built strong digital brand equity, reflected in more than 25,000 Instagram followers gained without paid promotion, yet has never conducted a formal SWOT analysis to guide its strategic decisions. This study aims to identify the internal and external factors of Angkringan Pinarakz, analyze them using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices, and formulate alternative strategies to enhance its competitiveness. This research employs a descriptive qualitative approach with two informants, namely the owner and one employee of Angkringan Pinarakz, using in-depth interviews and direct observation as the primary data collection techniques. Data were processed through weighting and rating procedures in the IFAS and EFAS matrices, followed by quadrant mapping and formulation of the SWOT matrix. The results show that Angkringan Pinarakz possesses twelve strength factors and seven weakness factors, with a total IFAS score of 3.08 and an internal coordinate value of 2.16. On the external side, seven opportunity factors and five threat factors were identified, producing a total EFAS score of 3.05 and an external coordinate value of 1.95. The coordinate point (2.16; 1.95) places Angkringan Pinarakz in Quadrant I, indicating a position with strong internal capability and substantial external opportunity. Accordingly, the most appropriate strategy is an aggressive (SO) strategy that maximizes the consistency of digital content, the distinctiveness of the vintage concept, and service reputation to capture opportunities in influencer collaboration and community events. The owner is advised to consistently implement service standard operating procedures and to schedule promotional collaborations in a more structured manner to sustain competitiveness going forward.

Keywords: SWOT Analysis; Competitiveness; IFAS EFAS; FnB Business; MSME Strategy

Abstrak. Persaingan usaha di sektor food and beverage (FnB) Kota Batu semakin ketat seiring bertambahnya jumlah pelaku UMKM, sehingga setiap usaha dituntut memiliki strategi bersaing yang terukur, bukan sekadar mengandalkan intuisi pemilik. Angkringan Pinarakz merupakan UMKM kuliner berkonsep vintage yang telah membangun ekuitas digital cukup kuat, ditandai dengan lebih dari 25.000 pengikut Instagram tanpa iklan berbayar, namun belum pernah melakukan analisis SWOT secara formal sebagai dasar pengambilan keputusan strategis. Penelitian ini bertujuan untuk mengidentifikasi faktor internal dan eksternal Angkringan Pinarakz, menganalisisnya melalui matriks Internal Factor Analysis Summary (IFAS) dan External Factor Analysis Summary (EFAS), serta merumuskan alternatif strategi peningkatan daya saing. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan dua informan, yaitu pemilik dan satu orang karyawan Angkringan Pinarakz, melalui wawancara mendalam dan observasi langsung sebagai teknik pengumpulan data utama. Data diolah melalui prosedur pembobotan dan pemberian rating pada matriks IFAS dan EFAS, dilanjutkan dengan pemetaan diagram kuadran serta penyusunan matriks SWOT. Hasil penelitian menunjukkan bahwa Angkringan Pinarakz memiliki dua belas faktor kekuatan dan tujuh faktor kelemahan, dengan total skor IFAS sebesar 3,08 dan nilai koordinat internal sebesar 2,16. Pada sisi eksternal, teridentifikasi tujuh faktor peluang dan lima faktor ancaman, dengan total skor EFAS sebesar 3,05 dan nilai koordinat eksternal sebesar 1,95. Titik koordinat (2,16; 1,95) menempatkan Angkringan Pinarakz pada Kuadran I, yang menunjukkan posisi dengan kekuatan internal dan peluang eksternal yang besar. Dengan demikian, strategi yang paling tepat diterapkan adalah strategi agresif (SO) yang memaksimalkan konsistensi konten digital, keunikan konsep vintage, dan reputasi pelayanan untuk merebut peluang kolaborasi dengan influencer serta keikutsertaan dalam event komunitas. Pemilik usaha disarankan untuk menerapkan standard operating procedure (SOP) pelayanan secara lebih konsisten serta menjadwalkan kolaborasi promosi secara lebih terstruktur guna menjaga keberlanjutan daya saing usaha.

Kata Kunci: analisis SWOT; daya saing; IFAS EFAS; bisnis FnB; strategi UMKM

PENGARUH KOMPENSASI, MOTIVASI KERJA, DAN LINGKUNGAN KERJA TERHADAP KINERJA KARYAWAN DI ERA DIGITAL (Studi Pada PT Perdana Jatiputra Jakarta)

Saskia Putri Nadilah — 2026-08-20

Abstract. The main objective of this study is to analyze how Compensation, Work Motivation, and Work Environment affect employee performance at PT Perdana Jatiputra Jakarta. Utilizing a quantitative research design, primary data were gathered by distributing questionnaires to 63 permanent employees who were chosen based on a non-probability sampling method. The collected data were then evaluated using the Structural Equation Modeling (SEM) technique with the assistance of SmartPLS version 4.0. Based on the data analysis, the results revealed that Compensation does not significantly affect employee performance and shows a negative relationship direction. Conversely, both Work Motivation and Work Environment were proven to have a positive and significant impact in enhancing the performance of employees at the company.

Keywords: Compensation, Work Motivation, Work Environment, Employee Performance

PENGARUH BEBAN KERJA, STRES KERJA, KEPUASAN KERJA DAN MOTIVASI KERJA TERHADAP KINERJA KARYAWAN

Najiyah Ayu Wulandari — 2026-08-20

Abstract. This study aims to analyze and empirically prove the effect of workload, job stress, job satisfaction, and work motivation on employee performance. Fluctuations in annual production outputs and high work pressure identified in pre-survey data form the background of this research. The theoretical foundation relies on the Job Demands-Resources (JD-R) Theory and Maslow's Hierarchy of Needs Theory. This research adopts a quantitative approach with a causal research design. The population comprises all 80 employees. Sampling was conducted using a saturated sampling technique (census), resulting in a sample size of 80 respondents. Data were collected using a 5-point Likert scale questionnaire. Data analysis was executed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) via SmartPLS 4 software, consisting of outer model evaluation (validity and reliability tests) and inner model evaluation (hypothesis testing). The outer model results confirm that all indicators satisfy the criteria for convergent validity (outer loading > 0.70; AVE > 0.50), discriminant validity, and reliability (Cronbach's Alpha & Composite Reliability > 0.70). The hypothesis testing (inner model) reveals that: (1) Workload significantly affects employee performance; (2) Job stress significantly affects employee performance; (3) Job satisfaction significantly affects employee performance; and (4) Work motivation significantly affects employee performance.

Keywords: Workload, Job Stress, Job Satisfaction, Work Motivation, Employee Performance.

PENERAPAN ANALISIS SWOT SEBAGAI STRATEGI PENGEMBANGAN DIGITAL MARKETING PADA UMKM W & S STORE MOJOKERTO

Abdul Rosid Mubarrok — 2026-08-20

Abstract. This study aims to analyze the implementation of SWOT analysis as a strategy for developing digital marketing at W & S Store, a micro, small, and medium enterprise (MSME) engaged in the production and sale of sandals and flat shoes in Mojokerto, East Java. The rapid growth of digital commerce and the intensifying competition among online sellers require MSME owners to move beyond sporadic promotional efforts toward a structured marketing approach grounded in an accurate reading of the firm's internal and external conditions. This study employed a descriptive method with a qualitative approach, in which data were collected through observation, in-depth interviews, focus group discussion, and documentation involving the owner, employees, and consumers as key informants. The identified internal and external strategic factors were subsequently weighted and rated through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices to determine the enterprise's position on the SWOT diagram. The results show that the principal strengths of W & S Store lie in product quality, competitive pricing, and responsive customer service, while its most pressing weaknesses concern underdeveloped digital marketing activity and limited human resources. On the external side, the growth of social media and marketplace usage represents the dominant opportunity, whereas intensifying online competition remains the foremost threat. With an IFAS score of 2.81 and an EFAS score of 3.02, the enterprise falls within Quadrant I of the SWOT diagram at coordinate (1.35; 1.42), indicating a growth-oriented position that favors an aggressive Strength–Opportunity strategy centered on optimizing social media and marketplace engagement, product innovation, and partnership marketing through resellers, affiliates, and influencers.

Keywords: SWOT Analysis, Digital Marketing, Marketing Strategy, MSME, IFAS-EFAS.

Abstrak.Penelitian ini bertujuan untuk menganalisis penerapan analisis SWOT sebagai dasar perumusan strategi pengembangan digital marketing pada UMKM W & S Store, sebuah usaha yang bergerak di bidang produksi dan penjualan sandal serta flat shoes di Mojokerto, Jawa Timur. Pesatnya pertumbuhan perdagangan digital serta ketatnya persaingan antarpelaku usaha daring menuntut pemilik UMKM untuk tidak lagi mengandalkan promosi yang bersifat sporadis, melainkan menyusun strategi pemasaran yang terencana berdasarkan pemahaman yang akurat terhadap kondisi internal dan eksternal usaha. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif, dengan data yang dikumpulkan melalui observasi, wawancara mendalam, focus group discussion (FGD), dan dokumentasi terhadap pemilik, karyawan, serta konsumen sebagai informan kunci. Faktor-faktor strategis internal dan eksternal yang teridentifikasi selanjutnya diberi bobot dan peringkat melalui Matriks Internal Factor Analysis Summary (IFAS) dan External Factor Analysis Summary (EFAS) untuk menentukan posisi usaha pada diagram SWOT. Hasil penelitian menunjukkan bahwa kekuatan utama W & S Store terletak pada kualitas produk, harga yang kompetitif, dan pelayanan yang responsif, sedangkan kelemahan yang paling menonjol adalah aktivitas digital marketing yang belum optimal serta keterbatasan sumber daya manusia. Dari sisi eksternal, pertumbuhan penggunaan media sosial dan marketplace menjadi peluang dominan, sementara ancaman utama berasal dari persaingan usaha daring yang semakin ketat. Dengan skor IFAS sebesar 2,81 dan skor EFAS sebesar 3,02, UMKM ini berada pada Kuadran I diagram SWOT dengan titik koordinat (1,35; 1,42), yang mengarahkan pada strategi agresif Strength–Opportunity, yaitu optimalisasi media sosial dan marketplace, inovasi produk, serta perluasan jejaring pemasaran melalui reseller, affiliate, dan influencer.

Kata Kunci: Analisis SWOT, Digital Marketing, Strategi Pemasaran, UMKM, IFAS-EFAS.

PENGARUH EFIKASI DIRI DAN KOMPETENSI TERHADAP KINERJA PEGAWAI DISPORA LANGKAT

Aulya Mutiara — 2026-08-27

Penelitian ini bertujuan untuk mengetahui pengaruh kecerdasan intelektual dan kecerdasan emosional terhadap kinerja pegawai Dinas Sekretariat Daerah Kota Langsa. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menggunakan bantuan SPSS 26. Populasi dalam penelitian ini berjumlah 71 karyawan. Serta sampel dalam penelitian ini berjumalah sebesar 71 karyawan. Pengambil sampel pada penelitian ini ialah non probability sampling dengan teknik sampling jenuh . metode analisis data yag digunakan dalam penelitian ini adalah uji t, uji F. Adapun hasil penelitian ini menunjukkan hasil analisis regresi dengan persamaan Y = 5,036 + 0,256 X₁+ 0,442 X₂. Hasil uji t untuk pengaruh kecerdasan intelektual (X₁ ) terhadap kinerja (Y) adalah sebesar 2,500 dan t-sig lebih kecil dari nilai alpha yaitu 0,015 < 0,05, untuk kecerdasan emosional (X₂) terhadap kinerja (Y) adalah sebesar 7,001 dan nilai t sig lebih kecil dari nilai alpha sebesar 0,000 < 0,05. Dan untuk uji F dengan nilai signifikansi sebesar 0,000 < 0,05.