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All Journal Journal of Humanities and Social Studies Management Studies and Entrepreneurship Journal (MSEJ)
Yusuf Tojiri
Sekolah Tinggi Ilmu Ekonomi Yasa Anggana
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Collaborative Transformation: The Effect Of Co-Creation, Marketing Strategy, And Financial Management On Business Value And Competitiveness Of Smes In Garut Regency Yusuf Tojiri
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 2 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i2.12185

Abstract

The level of competitiveness and sustainability of Small and Medium Enterprises (SMEs) in the digital era requires strategies that are not only innovative but also integrated. This study aims to analyze the effect of co-creation, marketing, and financial management on SMEs' business value and competitiveness in the Garut Regency. This study uses a quantitative approach with a causal associative research type. The study population was all SMEs registered at the Garut Regency Cooperative and MSME Office, with a sample of 80 respondents determined through purposive sampling. Data were collected through a closed Likert scale questionnaire and analyzed using validity, reliability, multiple linear regression, and classical assumption tests. The results showed that co-creation strategy, marketing strategy, and financial management significantly positively influence both partially and simultaneously on increasing SMEs' business value and competitiveness. Customer involvement in innovation, implementation of digital marketing, and sound financial governance proved to be essential foundations in building SMEs' competitive advantage. The findings provide theoretical implications for developing collaboration and digitalization-based competitiveness models and practical implications for SMEs and the government in designing more focused and sustainable development strategies
Determinan Keputusan Pembelian Produk Fashion Berbahan Kulit: Peran Digital Marketing, Brand Image, dan Persepsi Harga di Jabodetabek Yusuf Tojiri; Rita Eka Setianingsih; Syaifuddin Syaifuddin
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/dtvwcy44

Abstract

Perkembangan teknologi digital telah mengubah cara konsumen memperoleh informasi dan mengambil keputusan pembelian, termasuk pada produk fashion berbahan kulit. Penelitian ini bertujuan menganalisis pengaruh digital marketing, brand image, dan persepsi harga terhadap keputusan pembelian produk fashion berbahan kulit di wilayah Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan metode survei cross-sectional. Data dikumpulkan pada Januari–Juni 2026 melalui kuesioner kepada 200 responden yang dipilih menggunakan teknik purposive sampling. Responden merupakan konsumen berusia minimal 17 tahun, berdomisili atau beraktivitas di Jabodetabek, pernah melihat promosi digital, serta pernah membeli produk fashion berbahan kulit. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling dengan SmartPLS versi 4.1.1.8. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,327, sedangkan brand image berpengaruh positif dan signifikan dengan koefisien sebesar 0,872. Persepsi harga berpengaruh negatif dan signifikan terhadap keputusan pembelian dengan koefisien sebesar −0,217. Brand image menjadi variabel paling dominan dengan nilai effect size sebesar 0,753, diikuti digital marketing sebesar 0,255 dan persepsi harga sebesar 0,064. Nilai R-square sebesar 0,955 menunjukkan bahwa ketiga variabel mampu menjelaskan 95,5% variasi keputusan pembelian. Penelitian ini menyimpulkan bahwa keputusan pembelian terutama ditentukan oleh kekuatan citra merek, didukung oleh efektivitas pemasaran digital dan penilaian konsumen terhadap harga. Pelaku usaha disarankan memperkuat reputasi merek, meningkatkan kualitas komunikasi digital, serta menetapkan harga yang sebanding dengan kualitas dan manfaat produk.
Co-Authors Rita Eka Setianingsih Syaifuddin Syaifuddin