Garuda - Garba Rujukan Digital

ANALYZING DIGITAL MARKETING, GREEN MARKETING, NETWORKING AND PRODUCT INNOVATION ON SUSTAINABILITY BUSINESS PERFORMANCE, SILK CLUSTER IN POLEWALI-MANDAR, WEST SULAWESI Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Poernomo, Winarto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v5i3.3048

This study aims to find out the influence of Digital Marketing, Green Marketing, Networking and Product Innovation on the Sustainability Business Performance of the Silk Cluster in Polewali Mandar, West Sulawesi. With the number of respondents as many as 30 silk business people, both weaving and just steaming the woven products. The instrument in the questionnaire is measured using a Likert scale (5 scales), while the variables are 1) Independent Variables consisting of Digital Marketing, Green Marketing, Networking, Product Innovation, 2) Dependent Variable is Sustainability Business Performance. The analysis used in this study is the Partial Least Square Structural Equation Model (PLS SEM). The results show that only Product Innovation has a positive and significant effect on Sustainability Business Performance (β= 0.328; =0.022), while Digital Marketing has a positive but not significant effect (β= 0.025; =0.445), for Networking it has a positive effect. Negative but not significant (β= -0.030; =0.434) and Green Marketing actually has a negative and significant effect on Sustainability Business Performance (β= -0.277; =0.046). Keywords: Digital Marketing, Green Marketing, Networking, Product Innovation, Sustainability Business Performance

Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
Value : Jurnal Manajemen dan Akuntansi Vol. 19 No. 3 (2024): September - Desember 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v19i3.6050

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.

Faktor-Faktor Penentu Peluang Inovasi: Studi Empiris untuk UMKM di Jakarta Perdana, Cipta Canggih; Hartono, Powell Gian; Monalisa, Monalisa; Suade, Yuyun Karystin Meilisa
Value : Jurnal Manajemen dan Akuntansi Vol. 19 No. 3 (2024): September - Desember 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v19i3.6506

Pemanfaatan media sosial di usaha mikro, kecil, dan menengah (UMKM) semakin marah untuk kegiatan pemasarannya. Oleh sebab itu, penelitian ini menguji dan menganalisis dampak Pemanfaatan Media Sosial dan Orientasi Pelanggan terhadap Peluang Inovasi bagi UMKM di Jakarta. Sampel diambil dengan pendekatan purposive sampling method, sehingga terpilih sebanyak 107 UMKM ditetapkan sebagai sampel. Dengan pendekatan kuantitatif, penelitin menguji variabel-variabel dengan metode statistik partial least square-structural equation modeling (SEM-PLS). Hasil penelitian ini adalah terbukti terdapat pengaruh positif Pemanfaatan Media Sosial dan Orientasi Pelanggan terhadap Peluang Inovasi secara parsial. Sehingga, penelitian ini memberikan kontribusi bagi UMKM untuk penggunaan media sosial untuk meningkatkan peluang inovasi, serta orientasi konsumen untuk meningkatnya.

SOCIAL PRESENCE IS NO LONGER A FACTOR IN CUSTOMER TRUST IN SHOPPING FOR LIVE STREAMING E-COMMERCE Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14101

The surge in online shopping via e-commerce live streaming, particularly evident since the COVID-19 pandemic, has transformed consumer behavior. Data shows that a staggering 83.7% of Indonesians were engaged in this activity in 2022. This study aims to examine the factors influencing purchase intent among Makassar students within this context. It also explores the interrelationships between these variables and purchase intention. Specifically, the research investigates the impact of interaction, entertainment, social presence, and trust on consumer trust and subsequent purchase behavior. Employing a quantitative methodology with a sample size of 215 students, the study found that interaction and entertainment positively correlated with consumer trust. Conversely, social presence exerted no significant influence. Importantly, trust emerged as a key determinant of purchase intention.

DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Monalisa, Monalisa; Triany, Novika Ayu
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5895

Pariwisata di Sulawesi Selatan memiliki potensi besar, namun Usaha Mikro, Kecil, dan Menengah (UMKM) pariwisata seringkali kesulitan dalam memperluas jangkauan pasar dan meningkatkan daya saing. Penelitian ini mengkaji kontribusi live streaming, viral marketing, dan ko-kreasi masyarakat lokal dapat berkontribusi pada daya saing UMKM wisata. Studi deskriptif kuantitatif ini melibatkan 162 pelaku UMKM wisata di Sulawesi Selatan yang aktif menggunakan media sosial, pernah melakukan live streaming, memanfaatkan momen viral untuk promosi, dan berkolaborasi dengan komunitas lokal. Data dikumpulkan melalui kuesioner dengan skala Likert (5 poin). Kemudian dianalisis menggunakan PLS-SEM dan diproses dengan WarpPL Versi 8.0. Hasil penelitian menunjukkan bahwa live streaming tidak secara langsung meningkatkan daya saing UMKM, namun memiliki pengaruh yang kuat dan positif terhadap ko-kreasi masyarakat lokal. Sebaliknya, viral marketing terbukti berpengaruh positif dan signifikan baik terhadap daya saing UMKM maupun terhadap ko-kreasi masyarakat lokal. Paling signifikan, ko-kreasi masyarakat lokal secara langsung dan sangat efektif meningkatkan daya saing UMKM, dan juga berperan sebagai mediator krusial, mengubah dampak live streaming serta viral marketing menjadi peningkatan daya saing yang substansial bagi UMKM. Temuan ini menyoroti peran sentral ko-kreasi dalam mentransformasi dampak pemasaran digital menjadi keunggulan kompetitif.

Cashless Behavior And E-Wallets In Gen Z’s Financial Management Djiwono, Jennifer Audreylia; Kondana, Tiffany Evelyn; Laulyta, Reyna Reng Suy; Yantho, Olivia; Suade, Yuyun Karystin Meilisa
Value : Jurnal Manajemen dan Akuntansi Vol. 20 No. 3 (2025): September - Desember 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v20i3.7453

This study investigates the influence of cashless payments and digital wallets on the financial management of Generation Z in Makassar, focusing on key issues such as impulsive spending, low financial literacy, and data security. Although this generation is known to be technologically literate, many still lack the skills to manage their finances wisely. The study employed a quantitative approach with an explanatory design and involved 120 respondents aged 17 to 26 who actively use e-wallets in their daily financial activities. Data were analyzed using multiple linear regression with SPSS version 26. Statistical results showed that cashless payment behavior had a positive and significant effect on personal financial management (β = 0.421, p < 0.01), as did the use of digital wallets (β = 0.388, p < 0.01), contributing to greater efficiency and accuracy in financial management. The R² value of 0.56 indicates that both independent variables collectively explain 56% of the variance in personal financial management. Features such as automatic transaction recording, spending notifications, and payment reminders play a role in enhancing financial literacy and discipline. This study concludes that the careful adoption of digital financial technology can serve as a strategic tool for fostering healthy, structured, and sustainable financial behavior among Generation Z.

Assessing the Work Readiness of Students: The Role of Internship Experience and Soft Skill Competencies Wilopo, Chezter Christopher; Arianto, Arselia Stefy; Hartono, Powell Gian; Suade, Yuyun Karystin Meilisa; Triany, Novika Ayu
International Journal of Digital Entrepreneurship and Business Vol 6 No 1 (2025): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : Universitas Jakarta Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v6i1.216

This study examines the impact of internship experience and soft skill competencies on students' work readiness. Using the Human Capital Theory as a theoretical foundation, a quantitative approach was employed with data collected from 92 students at an entrepreneurship focused institution. Variance-based Structural Equation Modelling (SEM) via SmartPLS was utilized to analyze the relationships between variables. The findings confirm that both internship experience and soft skills significantly enhance work readiness, with soft skills such as communication, teamwork, and adaptability playing a crucial role in bridging the transition from academia to professional environments. The results emphasize the need for universities to design structured, industry-aligned internship programs and integrate soft skill development into curricula. Companies should also provide mentorship and competency-based assessments to optimize student’s workforce preparedness. However, the study is limited to a single institution, necessitating broader research across diverse educational contexts. Future studies should incorporate mixed methods to explore students’ subjective experiences and assess additional factors such as mentorship effectiveness and the optimal duration of internships. These insights contribute to academic and managerial strategies for producing graduates who are not only technically proficient but also adaptable and competitive in dynamic labour markets.

SOCIAL PRESENCE IS NO LONGER A FACTOR IN CUSTOMER TRUST IN SHOPPING FOR LIVE STREAMING E-COMMERCE Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14101

The surge in online shopping via e-commerce live streaming, particularly evident since the COVID-19 pandemic, has transformed consumer behavior. Data shows that a staggering 83.7% of Indonesians were engaged in this activity in 2022. This study aims to examine the factors influencing purchase intent among Makassar students within this context. It also explores the interrelationships between these variables and purchase intention. Specifically, the research investigates the impact of interaction, entertainment, social presence, and trust on consumer trust and subsequent purchase behavior. Employing a quantitative methodology with a sample size of 215 students, the study found that interaction and entertainment positively correlated with consumer trust. Conversely, social presence exerted no significant influence. Importantly, trust emerged as a key determinant of purchase intention.

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