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All Journal ProBisnis : Jurnal Manajemen
Mulyati Mulyati
Sekolah Tinggi Ilmu Ekonomi Yapis, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Strategi Pemasaran Berbasis Digital dalam Meningkatkan Keunggulan Bersaing Rumah Makan Doro Tarei Muhammad Naoval; Mulyati Mulyati; Risca Ariska Ramadhan
ProBisnis : Jurnal Manajemen Vol. 17 No. 4 (2026): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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This study investigated the digital marketing strategies implemented by Rumah Makan Doro Tarei to enhance its competitive advantage amidst intense competition in the culinary sector. The main problem was the struggle of the business to optimize digital platforms and maintain consistent promotional content to attract consumers. A qualitative approach with a case study design was utilized. Data were gathered through in-depth interviews with the owner and staff, alongside observation and documentation. The findings revealed that the restaurant actively utilized various digital platforms, including social media, communication applications, digital maps, and food delivery services, to reach wider audiences and interact directly with customers. The implementation involved basic planning, execution, and evaluation stages. Despite facing challenges such as time constraints, limited design skills, and human resource shortages, the digital marketing efforts effectively increased the customer base and brand visibility. The study concluded that consistent and interactive digital marketing significantly improved customer loyalty and strengthened the overall competitive advantage of the local culinary business.
Analisis Kontribusi Pendapatan Usaha Budi Daya Udang Vaname terhadap Tingkat Kesejahteraan Ekonomi Rumah Tangga di Desa Mbawi Ferdiansyah Ferdiansyah; Mulyati Mulyati; Ibrahim Zakariah
ProBisnis : Jurnal Manajemen Vol. 17 No. 4 (2026): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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This study aimed to determine the contribution of vaname shrimp farming income to the economic welfare of households in Mbawi Village. Although vaname shrimp farming showed high economic potential, the extent of its contribution to local household welfare remained unclear due to various production risks. A qualitative descriptive approach with a case study method was employed. Primary data were collected through in-depth interviews with local shrimp farmers, supported by secondary documentation. The collected data were analyzed using data reduction, data presentation, and conclusion drawing. The results demonstrated that vaname shrimp farming served as a primary and supplementary income source. It contributed significantly to fulfilling household economic needs, including food, education, and housing improvements. Even though the farmers faced challenges such as fluctuating prices, unpredictable weather, and shrimp diseases, the farming activities positively impacted the local economy by generating new employment opportunities. In conclusion, vaname shrimp farming played a crucial role in increasing the income and overall economic welfare of households in Mbawi Village.
Pengaruh Perilaku Pengelolaan Keuangan dan Persepsi Kemudahan Pembayaran terhadap Tingkat Tunggakan Pembayaran Listrik Pascabayar di PLN Unit Desa Wawonduru Sofi Sofyan Ibrahim; Mulyati Mulyati; Fahrul Mauzul
ProBisnis : Jurnal Manajemen Vol. 17 No. 4 (2026): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Perilaku Pengelolaan Keuangan dan Persepsi Kemudahan Pembayaran terhadap Tingkat Tunggakan Pembayaran Listrik Pascabayar pada pelanggan PLN Unit Desa Wawonduru. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Populasi penelitian berjumlah 364 pelanggan listrik pascabayar, sedangkan sampel sebanyak 77 responden yang ditentukan menggunakan rumus Slovin. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa instrumen penelitian dinyatakan valid dan reliabel. Hasil uji parsial menunjukkan bahwa Perilaku Pengelolaan Keuangan berpengaruh signifikan terhadap tingkat tunggakan pembayaran listrik pascabayar dengan nilai t hitung sebesar 6,398 dan signifikansi 0,000. Variabel Persepsi Kemudahan Pembayaran juga berpengaruh signifikan dengan nilai t hitung sebesar 3,741 dan signifikansi 0,000. Hasil uji simultan menunjukkan nilai F hitung sebesar 34,453 dengan signifikansi 0,000, yang berarti kedua variabel independen secara bersama-sama berpengaruh signifikan terhadap variabel dependen. Nilai koefisien determinasi (R²) sebesar 0,482 menunjukkan bahwa sebesar 48,2% variasi variabel dependen dapat dijelaskan oleh perilaku pengelolaan keuangan dan persepsi kemudahan pembayaran, sedangkan 51,8% dipengaruhi oleh faktor lain di luar model penelitian.
Co-Authors Fahrul Mauzul Ferdiansyah Ferdiansyah Ibrahim Zakariah Muhammad Naoval Risca Ariska Ramadhan Sofi Sofyan Ibrahim