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All Journal Jurnal Sosial dan Teknologi Journal Research of Social Science, Economics, and Management
Puteri Kamilla
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The Influence of Business Model Canvas and Value Proposition Canvas on MSME Productivity: Structural Analysis Approach Muhammad Khoirul Umam; Puteri Kamilla; W.Sigit Rahardjo; Ade Bani Riyan
Journal Research of Social Science, Economics, and Management Vol. 5 No. 9 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i9.1439

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic growth and employment in Indonesia; however, their productivity remains suboptimal due to limitations in business model design and the alignment of value propositions with market needs. This research aims to analyze the effect of the Business Model Canvas (BMC) and Value Proposition Canvas (VPC) on MSME productivity using a structural analysis approach. The research employs a quantitative explanatory method, using primary data collected from 161 MSME respondents via a Likert-scale questionnaire and analyzed with Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results indicate that both the Business Model Canvas and the Value Proposition Canvas have a positive and significant effect on MSME productivity, with effects partially and simultaneously. Business Model Canvas shows the most dominant influence, while Value Proposition Canvas enhances alignment between value offerings and customer needs. The model explains 78.8% of the variance in MSME productivity. These findings highlight that the integration of business models and value propositions is a key factor in improving productivity and competitiveness of MSMEs.
Efektivitas AI-Generated Video dalam Praktik TikTok Affiliate: Peran Efisiensi dan Konsistensi Produksi di Wilayah Cirebon Widiantoro Sigit Rahardjo; Puteri Kamilla; Andri Pramuntadi
Jurnal Sosial Teknologi Vol. 6 No. 9 (2026): Jurnal Sosial dan Teknologi
Publisher : CV. Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsostech.v6i9.32977

Abstract

Penelitian ini mengevaluasi efektivitas operasional video buatan AI dibandingkan video hasil rekaman kamera dalam praktik TikTok Affiliate di wilayah Cirebon, dengan menggunakan desain metode campuran berurutan (QUAN → QUAL). Fase kuantitatif melibatkan 36 afiliator (18 pengguna AI; 18 non-pengguna AI) yang diamati selama periode dua minggu baseline dan enam minggu observasi, diikuti dengan wawancara terhadap 10 partisipan. Perbedaan paling mencolok terletak pada waktu produksi: kelompok AI memiliki median 15–30 menit dibandingkan 31–60 menit pada kelompok non-AI (U=27; p<0,001; Cliff’s δ=-0,833). Volume unggahan mingguan lebih tinggi pada kelompok AI baik selama fase dasar (26,50±16,91 vs. 18,33±12,49; p=0,068) maupun observasi (25,96±16,37 vs. 17,63±12,92; p=0,062), namun, perubahan dari fase dasar ke observasi tidak menunjukkan perbedaan (p=0,825). Jumlah minggu dengan setidaknya dua unggahan serupa (5,94 vs. 5,83; p=0,309). Median kategori komisi adalah 2 untuk kedua kelompok (p=0,180). Komisi meningkat pada 33,3% partisipan kelompok AI dan 22,2% kelompok non-AI (OR=1,75; 95% CI 0,40–7,70; Fisher p=0,711); model ordinal yang disesuaikan (adjusted) menghasilkan temuan yang tidak konklusif (aOR=1,72; 95% CI 0,44–6,68; p=0,436). Wawancara menyoroti penghematan waktu, sementara ritme unggahan dan komisi tetap dipengaruhi oleh disiplin kerja, karakteristik produk, elemen "hook" (daya tarik awal), kesesuaian dengan audiens, autentisitas, dan distribusi platform. Temuan-temuan ini menunjukkan adanya kesenjangan antara mekanisme dan hasil: manfaat yang paling nyata terlihat pada efisiensi produksi, sedangkan peningkatan kapasitas muat dan imbal hasil ekonomi belum menunjukkan hasil yang konklusif.
Co-Authors Andri Pramuntadi Muhammad Khoirul Umam Riyan, Ade Bani W.Sigit Rahardjo Widiantoro Sigit Rahardjo