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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Jurnal Akuntansi dan Keuangan
Rahma Rahma
Institut Teknologi dan Bisnis Nasional
Economics, Econometrics & Finance

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SUSTAINABLE ENTREPRENEURSHIP ANALYSIS OF THE COMPETITIVE ADVANTAGES OF MSMES IN THE GREEN ECONOMY ERA IN BANYUASIN REGENCY Syahrizal Bin Muhammad Syafii; Rahma Rahma; Andika Ramadani; Tia Wati
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 13, No 1 (2026): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v13i1.8251

Abstract

PURPOSE This study aims to test the influence of sustainable entrepreneurship (through hydroponic technology) on marketing strategies and  the competitive advantage of  MSMEs in Banyuasin Regency, using a quantitative approach. The efficiency of environmentally friendly technology is explored as a driver of competitiveness. Consumer awareness was tested as a moderation variable that affects the relationship between factors.METHODOLOGY – The methodology used was a census, with data collected through an online questionnaire from 89 hydroponic MSMEs in the region. The analysis used Moderated Regression Analysis (MRA) through three regression models (direct effects, moderation, and interaction). Research limitations include the challenge of measuring unobservable variables and establishing cause and effect relationships.FINDING – The findings show that resource efficiency, product innovation, and technology significantly  affect the competitiveness of hydroponics, although the effect of product and technology innovation is relatively weak. Resource and technology efficiency also have a positive impact on consumer awareness, but product innovation does not. However, consumer awareness was found to not significantly affect competitiveness, nor did it moderate the relationship between efficiency, innovation, technology, and hydroponic competitiveness.
Peguatan Loyalitas Konsumen Ritel Lokal melalui Peningkatan Suasana Toko, Keragaman Produk, Pelayanan, Persepsi Harga, dan Promosi Sudin Sudin; Rahma Rahma; I Gusti Nyoman Surya Utama
AKUA: Jurnal Akuntansi dan Keuangan Vol. 4 No. 4 (2025): Oktober 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/akua.v4i4.5676

Abstract

Local retailers in Banyuasin face competition from modern retail, requiring strategies to strengthen customer loyalty. This study aims to explore strategies for enhancing customer loyalty through store atmosphere, product variety, service quality, price perception, and sales promotion. This research employed a qualitative approach using SWOT analysis and a four-step framework. Data were collected through observation and interviews with local retail managers in Banyuasin. The results show that a comfortable store atmosphere, diverse product offerings, friendly and fast service, competitive pricing, and creative promotions significantly improve customer loyalty. Furthermore, external opportunities such as modern shopping trends, social media utilization, and government support also enhance loyalty strategies. The findings highlight the importance of integrating internal strategies with external opportunities. These insights provide a foundation for local retailers to develop more sustainable marketing strategies. This study concludes that customer loyalty can be strengthened through an integrated strategy that combines internal and external factors. The findings provide important implications for the development of local retail management.
Co-Authors Andika Ramadani I Gusti Nyoman Surya Utama Sudin Sudin Syahrizal Bin Muhammad syafii Tia Wati