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All Journal At-Tadbir : jurnal ilmiah manajemen Jurnal Teknologi dan Manajemen Industri Terapan
Hubi Rahmat Andika
Universitas Muhammadiyah Purworejo
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Exploration Of Service Strategy and Operational Innovation In Service SME’s In Purworejo Regency Hubi Rahmat Andika; Ishak Ishak; Murry Harmawan Saputra; Tika Awalia
At-Tadbir : jurnal ilmiah manajemen Vol 10, No 2 (2026): At-Tadbir : jurnal ilmiah manajemen
Publisher : Islamic University of Kalimantan MAB Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/atd.v10i2.22427

Abstract

This study aims to analyze the integration of digital service strategies and operational innovation in service MSMEs in Purworejo Regency. The study used a descriptive qualitative approach with a multiple case study design on ten service MSMEs. Data were collected through interviews and observations, then analyzed using the Miles & Huberman interactive analysis model, which includes data condensation, data presentation, and conclusion drawing. Data processing in this study used Nvivo software version 12. The results show that customer orientation is at the core of the implementation of digital strategies and operational innovation. Digital strategies such as the use of social media, optimization of Google Maps, and paid promotions act as external triggers to expand market reach and increase customer interaction. Meanwhile, operational innovations such as pre-order systems, payment flexibility, application use, and increased work efficiency serve as internal adjustments to maintain service quality and responsiveness. This study concludes that digital strategies and operational innovation must be carried out in tandem to increase the competitiveness of service MSMEs. These findings emphasize that digital strategy transformation depends not only on the use of technology but also on the readiness of simultaneous internal process innovation
Pengaruh Viral Marketing, Online Consumer Review, dan Live Streaming Terhadap Keputusan Pembelian Sepatu Aerostreet Pada Platform TikTok  Bahtiar Maulana; Murry Harmawan Saputra; Hubi Rahmat Andika
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 5 No. 3 (2026): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v5i3.1940

Abstract

Fokus kajian diarahkan untuk mengukur tingkat pengaruh viral marketing, online consumer review, serta live streaming terhadap variabel keputusan pembelian produk sepatu Aerostreet pada platform TikTok. Operasionalisasi riset bersandar pada pendekatan kuantitatif dengan instrumen metode survei. Kelompok Generasi Z di Kabupaten Purworejo yang mengonsumsi merek tersebut diposisikan sebagai subjek pengamatan. Instrumen kuesioner secara online via Google Form bertindak sebagai saluran penghimpun data primer. Pengukuran keterkainan antar-variabel dieksekusi dengan rumus regresi linear berganda berbantuan aplikasi SPSS. Uji kausalitas menetapkan viral marketing sebagai determinan yang berdampak positif dan signifikan terhadap keputusan pembelian. Stimulus ini bekerja efektif melalui penayangan konten kreatif bermuatan tren untuk menarik perhatian publik. Karakteristik searah juga ditunjukkan oleh variabel online consumer review. Kontribusinya teruji memicu eskalasi keputusan pembelian secara positif dan signifikan. Penilaian objektif pembeli terdahulu berfungsi sebagai stimulus penguat kepercayaan publik atas kualitas produk Aerostreet. Hasil regresi menetapkan live streaming sebagai determinan dengan pengaruh paling dominan. Kapasitas ini dipicu oleh efektivitas interaksi tatap muka digital, rincian spesifikasi barang, dan penawaran program promosi secara instan. Pengujian secara simultan memvalidasi bauran ketiga strategi tersebut andal dalam memicu keputusan pembelian konsumen. Pola ini mengonfirmasi tingginya ketergantungan digital Generasi Z dalam pemenuhan kebutuhan transaksi daring.
Co-Authors Bahtiar Maulana Ishak Ishak Murry Harmawan Saputra Tika Awalia