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All Journal Adi Widya : Jurnal Pengabdian Masyarakat Primanomics : Jurnal Ekonomi & Bisnis STATERA: Jurnal Akuntansi dan Keuangan eCo-Buss eCo-Fin Abdi-Dharma NIKAMABI : Jurnal Ekonomi & Bisnis Global Accounting : Jurnal Akuntansi EMaBi: Ekonomi Dan Manajemen Bisnis NEAR: Jurnal Pengabdian kepada Masyarakat Indonesian Journal of Islamic Economics and Finance Svarga Pena: Jurnal Pengabdian Kepada Masyarakat
Eso Hernawan
Universitas Buddhi Dharma
Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Nursing Public Health Social Sciences Transportation Other

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Marketing Strategies For Increased Product Sales MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City Fx. Pudjo Wibowo; Eso Hernawan
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 1 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i1.3204

Abstract

Marketing Strategies For Increasing Product Sales to find out the influence both individually and jointly between independent variables on dependent variables. The research was conducted in Sari Boga Ayu MSMEs, Matrijeron Village, Matrijeron District, Yogyakarta City, distributing a questionnaire of questions while the research sample was randomly sampling. R2 87.9% contribution of independent variables to the dependent variable of MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City is 87.9% 12.1% the rest excluding other factors of independent variables., F count 172,359 sig= 0.000 and F table 3.87 F count > F table 172,359 > 3.87 probability values 0.000 < 0.05, stated that the independent variables simultaneously had a close potential relationship and had a significant effect on the dependent variable of MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City and Product b1 = 0, .531, t count 6,369 > t table 1.65 and sig. 0000 < 0.05,  price b2= 0, .548, t count 3.559 > t table 1.65 and .sig.0001 < 0.05, distribution b3= 0, 613, t count 5.904 > t table 1.65 and . sig. 0000 < 0.05 and promotion b4= 0, 329, t count 4.648 > t table 1.65 and sig. 0000 < 0.05 This independent variable has a close potential relationship and has a significant effect on the dependent variable of MSMEs Sari Boga Ayu Matrijeron Village, Matrijeron District, Yogyakarta City.
Comparative Analysis of Strengthening Factors Intergenerational Purchasing Decisions in Jabodetabek Agus Kusnawan; Diana Silaswara; Eso Hernawan
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 2 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i2.3437

Abstract

Every person's purchasing decisions will always be different according to their individual characteristics. Consumer behaviour and purchasing behaviour of each generation are very different. Based on this, this research was carried out to determine the differences in factors that strengthen purchasing decisions in each generation studied, namely generations X, Y, and Z, which are the most numerous and productive currently.  This research is quantitative in nature, and the research analysis method uses causal descriptive and SPSS (multiple regression) analysis tools. Initially, the number of respondents needed was calculated, after knowing that the population of Jabodetabek was around 30.2 million people. Using Slovin calculations with a value of E = 10%, with minimum sample of 100 respondents was obtained. Based on data from 308 valid questionnaires obtained from the Jabodetabek population (30.2 million people), it is known that service quality most important thing is for generations X and  Y, the difference lies in the order after that which is for generations and discounts, meanwhile for generation Y there is a sequence of lifestyle, product quality, n and discounts (by (Ramdhani, n.d.) which states that generation Y works to support their lifestyle). In contrast to the previous two generations, Gen Z prioritizes service quality after product quality.
Factors Influencing Consumer Purchasing Decision-Making (Case Study of the MSME Craft Industry in Yogyakarta City, Special Region of Yogyakarta Province) Fx. Pudjo Wibowo; Eso Hernawan; Gregorius Widiyanto
Primanomics : Jurnal Ekonomi & Bisnis Vol. 23 No. 3 (2025): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v23i3.4024

Abstract

The purpose of this study was to use a simple random sampling method to distribute questionnaires to consumers of small and medium-scale handicraft industries in Yogyakarta, Yogyakarta Special Region, to determine the influence of price, location, promotion, and service on their purchasing decisions. Price, location, promotion, and service are independent factors in this study, while consumer purchasing decisions in the MSME handicraft industry in Yogyakarta City are the dependent variables. We conducted a survey of micro, small, and medium enterprise (MSME) customers in Yogyakarta City, Yogyakarta Special Region, by sending questionnaires directly to them. Using SPSS Version 25.00 and consumer data from Yogyakarta City, Yogyakarta Special Region This study uses multiple regression analysis, coefficient of determination analysis, F test, and t test for analysis. The adjusted R2 value in this study means that the variance in decision making can be explained by price, location, promotion and service through a model of 84.4% and the remaining 15.6% comes from other variables outside the price, location, promotion and service variables. The t test shows that price (X1), location (X2), promotion (X3) and service (X4) partially have a positive and significant effect on consumer purchasing decision making in the MSME Craft Industry in Yogyakarta City, Special Region of Yogyakarta, where the calculated t value of price is 2.602. > t table 1.65 and .0011 < 0.05, the calculated t value of location is 2.111 > t table 1.65 and .0037 < 0.05, the calculated t value of promotion is 6.101. > ttable 1.65 and .0000 < 0.05 and the calculated t value of service 6.648 > ttable 1.65 and .0000 < 0.05 The F test shows a simultaneous (together) influence between price, location, promotion and service, on (consumer purchasing decision making) in the MSME Craft Industry in Yogyakarta City, Special Region of Yogyakarta, obtained the calculated F value > F table or 128,419 > 3.87 or a significance level (sig) of 0.000 <0.05.
Factors Influencing Employee Productivity (Case Study of the Craft Industry of MSMEs in Yogyakarta City, Special Region of Yogyakarta Province) FX. Pudjo Wibowo; Eso Hernawan; Gregorius Widiyanto
Primanomics : Jurnal Ekonomi & Bisnis Vol. 24 No. 2 (2026): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v24i2.4461

Abstract

The purpose of this study was to use a simple random sampling method to distribute questionnaires to employees of MSMEs in Yogyakarta City, Yogyakarta Special Region, to determine the influence of work, promotions, coworkers, superiors, and the work environment on employee productivity. Work, promotions, coworkers, superiors, and the work environment are independent factors in this study, while employee productivity in the MSME craft industry in Yogyakarta City is the dependent variable. We conducted a survey of employees of micro, small, and medium enterprises (MSMEs) in Yogyakarta City, Yogyakarta Special Region, by sending questionnaires directly to them. Using SPSS Version 25.00 and employee data from Yogyakarta City, Yogyakarta Special Region, this study employed multiple regression analysis, coefficient of determination analysis, F-test, and t-test. The adjusted R2 value in this study indicates that 78.1% of the variance in employee productivity can be explained by work, promotions, coworkers, superiors, and the work environment through the model, with the remaining 21.9% coming from other variables excluding price, location, promotion, and service.
Digital Transformation and MSME Competitiveness: Examining the Mediating Effect of Innovation Management (A PLS-SEM Study in Indonesian MSMEs) Selfiyan Selfiyan; Eso Hernawan; Etty Herijawati
Indonesian Journal of Islamic Economics and Finance Vol. 6 No. 1 (2026)
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/ijief.v6i1.9545

Abstract

Digital transformation has become a strategic necessity for Micro, Small, and Medium Enterprises (MSMEs), particularly in emerging economies where firms face resource and managerial limitations. This study examines the influence of Information Technology Capability, Innovation Orientation, and Managerial Capability on MSME competitiveness, with Innovation Management as a mediating variable. Using a quantitative approach, data were collected from 400 MSME owners and managers in the Pasar Lama area of Tangerang City and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that organizational capabilities significantly influence both Innovation Management and MSME competitiveness. Innovation Management was found to be the strongest predictor of competitiveness and played a significant mediating role in the relationship between organizational capabilities and competitiveness. These results suggest that sustainable competitiveness in MSMEs depends not only on digital technology adoption but also on the ability to effectively manage innovation processes. This study contributes to the understanding of how innovation management strengthens MSME competitiveness during digital transformation in emerging economy contexts.
Pengaruh Motivasi, Lingkungan Kerja, dan Kepemimpinan Terhadap Kinerja Karyawan pada PT. Prima Prospek Indonesia Anastasya Jasmine; Eso Hernawan
NIKAMABI: Jurnal Ekonomi dan Bisnis Vol. 2 No. 1 (2023): NIKAMABI: Jurnal Ekonomi dan Bisnis
Publisher : LPPM UBD

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/ni.v2i1.2014

Abstract

Penelitian ditujukan untuk memahami adanya pengaruh motivasi, lingkungan kerja, dan kepemimpinan terhadap kinerja karyawan pada PT. Prima Prospek Indonesia. Sumber data dalam penelitian dilakukan dengan penyebaran kuesioner terhadap 100 responden yaitu karyawan perusahaan. Kemudian mengaplikasikan program SPSS versi 22.0 untuk analisis datanya. Hasil persamaan yang muncul saat analisis linear berganda yaitu Y = 26,924 - 0,146 X1 + 0,212 X2 + 0,307 X3 dan koefisien korelasi motivasi dengan nilai 0,063 sangat lemah, selanjutnya koefisien korelasi lingkungan kerja dengan nilai 0,294 cukup, serta koefisien korelasi kepemimpinan dengan nilai 0,391 cukup. Diperoleh hasil koefisien determinasi variabel mempengaruhi terhadap dipengaruhi yaitu nilainya 19,1% sisanya 80,9% kinerja karyawan terpengaruh melalui berbagai variabel yang tidak disebutkan. Untuk  motivasi dengan nilai 0,624;  lingkungan kerja dengan nilai 3,044;  kepemimpinan dengan nilai 4,200; dibandingkan  dengan nilai 1,98498 artinya motivasi tidak berpengaruh sedangkan kinerja karyawan dapat pengaruh dari lingkungan kerja juga kepemimpinan.  motivasi, lingkungan kerja, dan kepemimpinan dengan nilai 8,782 lebih besar dari  senilai 2,70 serta probabilitas 0,000 dibawah 0,05 maka Ha diterima Ho ditolak yang bermaksud kinerja karyawan dapat pengaruh dari motivasi, lingkungan kerja, dan kepemimpinan secara simultan pada PT. Prima Prospek Indonesia
Pengaruh Komunikasi Interpersonal, Kualitas Pelayanan Dan Kepuasan Konsumen Terhadap Daya Beli Minuman Sari Kelapa Oni Coco PT 3 Putri Pelangi Tomy Saputra; Eso Hernawan
NIKAMABI: Jurnal Ekonomi dan Bisnis Vol. 2 No. 2 (2023): NIKAMABI: Jurnal Ekonomi dan Bisnis
Publisher : LPPM UBD

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/ni.v2i2.2579

Abstract

Penelitian   ditujukan   untuk   memahami   adanya   pengaruh   Komunikasi Interpersonal, Kualitas Pelayanan Dan Kepuasan Konsumen Terhadap Daya Beli Minuman Sari Kelapa Oni Coco PT 3 Putri Pelangi.  Sumber  data dalam   penelitian   dilakukan   dengan   penyebaran   kuesioner   terhadap   100 responden yaitu para pelanggan PT 3 Putri pelangi. Kemudian mengaplikasikan program  SPSS 25 untuk  analisis datanya. Dalam melakukan riset ini, peneliti menggunakan beberapa metode analisis dan pengujian Validitas, Reliabilitas Dan Korelasi. Ini termasuk pengujian Cronbach Alpha, Uji Regresi Linear Berganda, Uji Korelasi Ganda, Uji T, Uji Fdan Uji Koefisien Determinasi.
Pengaruh Stres Kerja, Dukungan Sosial, dan Work Life Balance terhadap Retensi Karyawan Di PT Kemasan Indah Sejahtera Kezia Yemima; Eso Hernawan
NIKAMABI: Jurnal Ekonomi dan Bisnis Vol. 4 No. 1 (2025): NIKAMABI: Jurnal Ekonomi dan Bisnis
Publisher : LPPM UBD

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/ni.v4i1.3763

Abstract

Penelitian ini memiliki arah untuk mengidentifikasi pengaruh stres pada kerja, dukungan sosial, dan work life balance terhadap retensi karyawan pada PT. Kemasan Indah Sejahtera. Sampel yang digunakan sejumlah 100 responden. Kuesioner disebarkan sebagai bagian dari proses pengumpulan data, dan SPSS versi 25 dipergunakan dalam analisis data. Metode deskriptif yang digunakan dalam penelitian ini memberikan deskripsi yang metodis, faktual, dan tepat tentang elemen dan dimensi yang dikaji. Penelitian ini menggunakan berbagai metode pengujian data, seperti pengambilan sampel, pengujian validitas, dan pengujian reliabilitas dengan Alpha Cronbach. Hipotesis penelitian diuji dan dibuktikan menggunakan uji r, uji t, uji f, dan uji analisis regresi linier berganda. R square model 1 sebesar 0.701. Hal ini mengindikasikan bahwasanya masih terdapat 29,9% komponen tambahan di luar penelitian ini yang dapat memengaruhi retensi pekerja, termasuk budaya perusahaan, kompensasi, atau potensial peningkatan karier. Berdasarkan hasil uji t diperoleh Thitung stres kerja -2.094 lebih besar (>) Ttabel 1.660, Thitung dukungan sosial 3.578 (>) Ttabel 1.660 dan Thitung work life balance 6.341 lebih besar (>) Ttabel 1.660, yang mempunyai angka signifikansi 0,000 < 0,05 artinya ada pengaruh signifikan pada stres kerja, dukungan sosial, work life balance terhadap retensi karyawan PT Kemasan Indah Sejahtera.
Pengaruh Gaya Kepemimpinan, Disiplin Kerja, Penghargaan, Dan Lingkungan Kerja Terhadap Loyalitas Karyawan Pada PT. Lighting Mangga Dua Frans William; Eso Hernawan
NIKAMABI: Jurnal Ekonomi dan Bisnis Vol. 4 No. 2 (2025): NIKAMABI: Jurnal Ekonomi dan Bisnis
Publisher : LPPM UBD

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya kepemimpinan, disiplin kerja, penghargaan, dan lingkungan kerja terhadap loyalitas karyawan pada PT. Lighting Mangga Dua. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik deskriptif. Data primer diperoleh melalui penyebaran kuesioner kepada 105 responden dan dianalisis menggunakan regresi linier berganda serta metode stepwise regression dengan bantuan SPSS versi 27. Hasil penelitian menunjukkan bahwa secara parsial, variabel gaya kepemimpinan, disiplin kerja, penghargaan, dan lingkungan kerja berpengaruh positif dan signifikan terhadap loyalitas karyawan. Secara simultan, keempat variabel independen berpengaruh signifikan terhadap loyalitas karyawan dengan nilai koefisien determinasi (R²) sebesar 48%, yang berarti bahwa 48% variasi loyalitas karyawan dapat dijelaskan oleh variabel gaya kepemimpinan, disiplin kerja, penghargaan, dan lingkungan kerja. Temuan ini memberikan implikasi praktis bagi perusahaan dalam merancang strategi peningkatan loyalitas karyawan melalui sistem penghargaan yang adil dan lingkungan kerja yang kondusif.
a Carrens Chintya Dewi Jaya Saputra; Eso Hernawan
EMaBi: Ekonomi Dan Manajemen Bisnis Vol. 5 No. 1 (2026): EMaBi: Ekonomi Dan Manajemen Bisnis
Publisher : Fakultas Bisnis

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Abstract

Kajian ini berfokus pada faktor-faktor yang memengaruhi keputusan pembelian produk kosmetik Madame Gie di kalangan Generasi Z di Kota Tangerang, khususnya yang berkaitan dengan digital marketing, harga, kualitas pelayanan, serta kualitas produk. Penelitian dilakukan dengan pendekatan kuantitatif. Pemilihan responden melalui teknik purposive sampling yang termasuk dalam metode non-probability sampling. Sebanyak 161 responden yang merupakan pengguna kosmetik Madame Gie dan berdomisili di Kota Tangerang. Pengumpulan datamelalui penyebaran kuesioner dan dianalisis dengan program SPSS versi 26 dengan metode analisis regresi linear berganda. Variabel digital marketing, harga, kualitas pelayanan, dan kualitas produk, secara parsial memiliki hubungan signifikan dengan keputusan pembelian, dengan nilai signifikansi 0,000< 0,05. Selain itu, pengujian secara simultan juga memperlihatkan bahwa seluruh variabel independen secara bersama-sama memiliki keterkaitan signifikan dengan keputusan pembelian. Hal ini terlihat dari nilai Fhitung 164,327 > Ftabel 2,68. Nilai koefisien determinasi (R²) sebesar 0,808 mengindikasikan bahwa 80,8% variasi keputusan pembelian dapat dijelaskan oleh keempat variabel tersebut, sedangkan 19,2% sisanya dipengaruhi oleh faktor lain di luar model yang dikaji.
Co-Authors Adinata Wijaya Agus Kusnawan Anastasya Jasmine Andy Andy Andy Atichasari, Anna Sofia Baghas Budi Wicaksono Baghas Budi Wicaksono Budi Carrens Chintya Dewi Jaya Saputra Diana Silaswara Etty Herijawati Farid Addy Sumantri Frans William Fransisca A Gatha FX. Pudjo Wibowo FX. Pudjo Wibowo Gregorius Widiyanto Heri Satrianto Indra Gunawan Jesica Jania Jhon Lihardo Kezia Yemima Limajatini Limajatini Malvin Nathanael Marvin Suhardi Ni’matullah Ni’matullah Patricia Regina Vernandi Peng Wi Pudjo Wibowo Pujiarti Pujiarti Rina Sulistiyowati Rinintha Parameswari Rr. Dian Anggraeni Selfiyan Selfiyan Shella Oktaviani Suryadi Winata Temmy Setiawan, Temmy Tomy Saputra Toni Yoyo Willi Fatimaleha Yopie Chandra