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All Journal Journal The Winners Performance Solusi: Jurnal Kajian Ekonomi dan Bisnis Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Jurnal Hasil Pengabdian Masyarakat (JURIBMAS) Media Riset Bisnis & Manajemen Enrichment: Journal of Multidisciplinary Research and Development International Journal of Business and Quality Research International Journal of Economics, Business and Innovation Research IJBAE
Sudarto Sudarto
Universitas Jenderal Soedirman
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Social Sciences

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Market Knowledge and Responsiveness to Competitors Its Influence on Marketing Agility Mediated by Market Turmoil Variables (Case Study on Tile Producer MSMEs in Kebumen Regency) Tiyan Fatkhurrokhman; Najmudin Najmudin; Sudarto Sudarto
International Journal of Business and Quality Research Vol. 2 No. 03 (2024): July - September, International Journal of Business and Quality Research (IJBQ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i03.1001

Abstract

This research aims to study the influence of market knowledge and responsiveness to competitors on marketing agility on MSMEs producers of strawberries in Kebumen district, as well as the role of market agitation mediation in the relationship. This research uses a quantitative method with a questionnaire distributed to the owner of MSMEs genteng in Kebumen district. The data obtained was analyzed using SPSS software to test the hypothesis put forward. Research data is obtained from questionnaires designed to gather information related to market knowledge, competitor responsiveness, marketing agility, and market turmoil. The respondents consisted of the owner of MSMEs producer of strawberries in Kebumen district. Research has shown that market knowledge and responsiveness to competitors have a significant influence on marketing agility. MSMESs with market knowledge and high responsiveness are better able to adapt and make quick decisions in the face of market dynamics, improving their marketing agility.
The Prominent Of Local Products Following Boycott Calls Leni Susanti; Najmudin Najmudin; Sudarto Sudarto
International Journal of Business and Quality Research Vol. 2 No. 03 (2024): July - September, International Journal of Business and Quality Research (IJBQ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i03.1012

Abstract

Boycotting is a potent strategy for generating awareness, particularly on current matters. It plays a role in driving societal change and actively involves individuals in addressing the pressing issues of the globe. This study aimed to investigate the influence of customer’s perspective and economics independence to purchase intention in order to escalate the sales of domestic products. To meet our goals, we utilized both secondary and primary data sources. First, we reviewed the literature concerning customer’s perception of boycotting, economics independence in order to elevate the purchase intention of customer on local products. Second, to gather the primary data, this study utilizes descriptive-correlational quantitative research methods and employing Smart-PLS for model evaluation. A random sample of 18–55-year-olds of diploma, undergraduate, master and doctoral students. The results show that customer’s perception may elevate the local product’s sales due to the awareness for not buying the products that support Israel. Economics independence also influence the prominence of local product’s selling. It may happen since local producers can provide the same product that many people boycotted. Economics independence triggered positive perception of customer to buy local products. The independence to not import products affiliated with Israel is believed to be able to increase the prestige of local products. This is because people already understand what they are doing, the risks they will face and know what to buy.
Acceptance of the Raileo Application and Its Impact on Employee Performance at PT Kereta Api Indonesia (Persero) DAOP III Reza Faizal Anshori; Najmudin Najmudin; Sudarto Sudarto
International Journal of Business and Quality Research Vol. 2 No. 04 (2024): October - December, International Journal of Business and Quality Research (IJ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i04.1015

Abstract

This online presence not only makes it easier to record attendance but also eases the work of employees in creating monthly attendance reports. Employees value the ease and efficiency of using the presence system, which supports the effectiveness of work in an agency. However, the implementation of KAI Mobile Presence, which came into effect in October 2019 and was developed into RAILEO in October 2020, is still not optimal. Therefore, research is needed to ensure that all employees of PT. KAI (Persero) Daop III can accept and implement RAILEO as well as possible. This study aims to analyze the factors influencing the acceptance of the RAILEO application and its impact on the performance of PT. Kereta Api Indonesia (Persero) Daop III. The research seeks to improve worker performance at PT. Kereta Api Indonesia (Persero) Daop III. Conducted at PT. Kereta Api Indonesia (Persero) Daop III, the results of this study are: (1) perceived usefulness affects the acceptance of the RAILEO application, (2) ease of use affects the acceptance of the RAILEO application, (3) security and privacy affect the acceptance of the RAILEO application, (4) the quality of the internet network affects the acceptance of the RAILEO application, (5) acceptance of the RAILEO application affects performance, and (6) perceived enjoyment has no effect on the acceptance of the RAILEO application.
The Role of Digital Capability and Social Media Engagement in Mediating Entrepreneurial Marketing on MSME Marketing Performance in Banyumas Regency Reza Rahmadi Hasibuan; Sudarto Sudarto
International Journal of Business and Quality Research Vol. 2 No. 04 (2024): October - December, International Journal of Business and Quality Research (IJ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i04.1016

Abstract

This research aims to examine the role of digital capability and social media engagement in mediating the relationship between entrepreneurial marketing and MSME marketing performance in Banyumas Regency. This research uses simple random sampling data analysis techniques with a sample size of 298 respondents from MSMEs in Banyumas Regency. The results of this research are that digital capability has no effect on marketing performance, entrepreneurial marketing has an effect on digital capability, digital entrepreneurial marketing has no effect on marketing performance, entrepreneurial marketing has an effect on social media engagement and social media engagement has an effect on marketing performance.
The Effect of Micro-Influencers on Brand Trust and Buying Decisions, with Brand Preference as a Mediating Variable and Micro-Influencer Brand Selfies as a Moderating Variable, Among SMEs (Food Businesses in Purwokerto) Meliyana Rizki Prabaningrum; Najmudin Najmudin; Sudarto Sudarto
Enrichment: Journal of Multidisciplinary Research and Development Vol. 4 No. 3 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v4i3.679

Abstract

In the digital marketing era, micro-influencers have become a powerful force in shaping consumer behaviour, particularly for small and medium enterprises (SMEs) in the food sector. This research investigates the influence of micro-influencer brand trust on consumers' buying decisions, with brand preference as a mediating variable and micro-influencer brand selfie as a moderating variable, in the context of small and medium food enterprises in Purwokerto. The research employs a mixed-methods approach, combining surveys to examine relationships among variables and interviews to explore consumers' experiences, perceptions, and motivations. The study is grounded in Social Identity Theory, proposing that consumers form social identities through engagement with local micro-influencers, which strengthens trust in the brand and enhances brand preference. Additionally, personal content such as brand selfies is expected to reinforce the effect of influencer trust on consumer attitudes. The findings indicate that micro-influencer brand trust positively affects brand preference and buying decisions, with brand preference serving as a key psychological mechanism, while brand selfies amplify this influence. The study contributes theoretically by applying Social Identity Theory to local influencer marketing, offering a deeper understanding of consumer–influencer interactions. Practically, it provides insights for SMEs to optimise their marketing strategies through authentic and engaging influencer content that effectively encourages consumer purchases.
Digital Transformation of MSME Finance: The Role of Digital Financial Literacy, Digital Lifestyle, and Saving Decisions in Digital Banks (SDB) for Business Resilience Carolina Ety Widjayanti; Wiwiek Rabiatul Adawiyah; Sudarto Sudarto; Najmudin Najmudin; Rio Dhani Laksana
Journal The Winners Vol. 27 No. 1 (2026): Journal The Winners (In Progress)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v27i1.14646

Abstract

This research addressed a gap in Micro, Small, and Medium Enterprises (MSMEs) finance research, which has predominantly focused on digital credit adoption while paying limited attention to saving decisions in digital banks and their implications for business resilience. The study aims to examine the role of digital financial literacy and digital lifestyle in shaping saving decisions in digital banks and to explore how these decisions contribute to strengthening MSME resilience. Data were collected from MSME owners and managers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that digital financial literacy and digital lifestyle positively influence saving decisions in digital banks. Furthermore, saving decisions in digital banks play an important role in enhancing business resilience and serve as a mechanism through which digital financial literacy and digital lifestyle contribute to sustainable business operations. The research extends the digital finance literature by conceptualizing digital-bank savings as a digitally enabled cash-management practice that supports financial discipline, fund separation, cash-flow documentation, and liquidity management among MSMEs. This perspective highlights that digital financial services are not only relevant for accessing external financing but also for strengthening internal financial management capabilities. The practical implications suggest the need for MSME-oriented digital banking services, financial literacy programs, and behavioral interventions that encourage safe, documented, and disciplined saving practices to support long-term business resilience in an increasingly digital financial ecosystem.
Artificial Intelligence Adoption and Marketing Performance among SMEs: Examining Technological, Organizational, and Environmental Barriers through the TOE Framework Sarah Dien Hawa; Sudarto Sudarto; Najmudin Najmudin; Weni Novandari
International Journal Business and Entrepreneurship Vol 3 No 2 (2026): July
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/khfrcw54

Abstract

Artificial Intelligence (AI) has emerged as a strategic technology capable of enhancing organizational competitiveness and marketing effectiveness. However, many Small and Medium Enterprises (SMEs), particularly in emerging economies, continue to face significant challenges in adopting AI technologies. This study aims to examine the influence of technological barriers, organizational barriers, and environmental barriers on AI adoption and their implications for marketing performance among SMEs in Banyumas Regency, Indonesia. The study adopts the Technology–Organization–Environment (TOE) framework as the theoretical foundation for explaining AI adoption behavior within SMEs. A quantitative research approach was employed using survey data collected from 100 SMEs in Banyumas. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that technological barriers and environmental barriers significantly influence AI adoption, whereas organizational barriers do not significantly affect AI adoption. Furthermore, AI adoption significantly influences marketing performance. The results indicate that SMEs adopting AI technologies experience improvements in sales growth, customer satisfaction, customer loyalty, digital campaign effectiveness, market responsiveness, and competitive advantage. The study contributes theoretically by extending the TOE framework through the integration of multidimensional barriers and AI-driven marketing performance. Practically, the findings provide important implications for SME owners, policymakers, and technology providers in designing strategies to accelerate AI adoption and strengthen SME competitiveness in the digital economy. The study also highlights the importance of technological readiness and supportive digital ecosystems in facilitating successful AI implementation among SMEs.
Peningkatan Kapabilitas Inovatif Anggota Kelompok Batik Mekar Wangi Purbalingga melalui Pelatihan Teknik Shibori Retno Kurniasih; Achmad Sudjadi; Sudarto Sudarto; Chandra Hadi Prayoga
JURIBMAS : Jurnal Hasil Pengabdian Masyarakat Vol 4 No 2 (2025): Oktober 2025
Publisher : LKP KARYA PRIMA KURSUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62712/juribmas.v4i2.730

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapabilitas inovatif anggota Kelompok Batik Mekar Wangi Purbalingga melalui pelatihan teknik shibori. Permasalahan yang dihadapi mitra adalah keterbatasan variasi desain batik yang diproduksi sehingga produk yang dihasilkan kurang mampu bersaing di pasar. Untuk menjawab permasalahan tersebut, tim pelaksana melakukan transfer pengetahuan dan keterampilan melalui metode pelatihan partisipatif, yang meliputi penyuluhan, demonstrasi, praktik langsung, serta pendampingan dalam proses produksi. Hasil kegiatan menunjukkan bahwa lebih dari 80% peserta mampu menguasai teknik dasar shibori setelah mengikuti pelatihan. Selain itu, tercipta sedikitnya lima desain baru berbasis shibori yang siap dikembangkan menjadi koleksi batik dengan motif lebih beragam. Pelatihan ini memberikan dampak positif terhadap peningkatan kapabilitas inovatif anggota kelompok, baik dari segi keterampilan teknis maupun kreativitas dalam menghasilkan motif baru. Dengan demikian, kegiatan ini berkontribusi pada penguatan daya saing produk batik lokal serta mendukung keberlanjutan usaha batik UMKM Mekar Wangi Purbalingga.
Understanding Customer Fatigue in Digital Marketing: A Stimulus–Organism–Response Perspective on Social Media Fatigue and Behavioral Consequences Chandra Hadi Prayoga; Wiwiek Rabiatul Adawiyah; Najmudin Najmudin; Sudarto Sudarto
Performance: Jurnal Personalia, Financial, Operasional, Marketing dan Sistem Informasi Vol 33 No 1 (2026): Performance
Publisher : Faculty of Economics and Business Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jp.2026.33.1.19088

Abstract

Abstract Social media has become a central channel in digital marketing management for building customer engagement and sustaining long-term relationships. The intensity of interactions, dense information flows, and psychological pressures embedded in social media environments have introduced new challenges in the form of social media fatigue, which may undermine the quality of customer experience and engagement. This study aims to analyze the psychological mechanisms that link pressures in social media environments to various customer behavioral responses within the context of digital marketing. Adopting the Stimulus–Organism–Response (S-O-R) framework, this study positions Fear of Missing Out, privacy concern, and information overload as stimuli in the digital marketing environment; social media fatigue as the customer’s internal state; and discontinuance of usage, interaction engagement decrement, and fake news sharing as customer behavioral responses. Data were collected through a survey of 155 active social media users and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Fear of Missing Out, privacy concern, and information overload significantly contribute to increased social media fatigue. Furthermore, social media fatigue is shown to increase tendencies toward usage discontinuance, reduced interaction engagement, and the sharing of unverified information. These results highlight the role of social media fatigue as a key mechanism linking pressures in digital marketing environments to diverse customer behavioral outcomes. This study contributes theoretically by extending the application of the S-O-R framework within the digital marketing literature and offers practical implications for platform managers and digital marketing practitioners in managing customer experience, sustaining engagement, and mitigating customer fatigue risks in increasingly complex social media ecosystems.
THE ROLE OF ATTITUDE AND FUTURE ORIENTATION IN STIMULATING SUSTAINABLE ENTREPRENEURIAL INTENTION Filda Khoirun Nikmah; Ronald Haryanto; Sudarto Sudarto; Ekaningtyas Widiastuti
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 3 No. 4 (2024): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v3i4.1435

Abstract

During a period of fast economic expansion and worldwide environmental issues, an increasing number of business owners are incorporating sustainable practices in order to make sure their companies contribute positively to society and safeguard the environment. This research investigates how the consideration of future consequences, attitude, and perceived behavioral control impact the intention to become an entrepreneur among students at Universitas Jenderal Soedirman. A total of 77 participants completed a questionnaire to provide data for the study.   The results of the research suggest that the consideration of future consequences does not influence entrepreneurial intention.  However, Sustainable Entrepreneurial Intention is positively impacted by Attitude and Perceived Behavioral Control. This study provides implications for students to get support in increasing their confidence in running a sustainable business, campuses as educational institutions to develop business incubation programs that focus on sustainable entrepreneurship, and the government can design policies that support positive attitudes towards sustainable entrepreneurship among young people, such as incentives and training.
Co-Authors Achmad Sudjadi Adipura Danang Maulana Banani, Ade Carolina Ety Widjayanti Chandra Hadi Prayoga Chandra Hadi Prayoga Dian Purnomo Jati Duki Adam Ekaningtyas Widiastuti Fika Rahmanita Filda Khoirun Nikmah Hasibuan, Reza Rahmadi Laksana, Rio Dhani Leni Susanti Meliyana Rizki Prabaningrum Muhammad Arif Munandar Najmudin Reza Faizal Anshori Ronald Haryanto Sarah Dien Hawa Sri Lestari Syahrul Syarifudin Tiyan Fatkhurrokhman Wahyudin Wahyudin Wely Hadi Gunawan. Weni Novandari Wisanggeni Bagus Anggoro Wiwiek Rabiatul Adawiyah Wiwiek Rabiatul Adawiyah Yunus Agung Kristanto