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All Journal International Journal of Artificial Intelligence Research Jurnal Bisnis dan Manajemen Journal of Economic, Bussines and Accounting (COSTING) Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Altasia : Jurnal Pariwisata Indonesia Jurnal Wacana Ekonomi Journal Civics and Social Studies Jurnal Industri Kreatif dan Kewirausahaan Kepariwisataan: Jurnal Ilmiah Ministrate: Jurnal Birokrasi dan Pemerintahan Daerah JURNAL PENDIDIKAN DAN ILMU FISIKA Jurnal Ekonomi, Bisnis dan Manajemen Jurnal Wahana Akuntansi: Sarana Informasi Ekonomi dan Akuntansi Journal of Knowledge Management Journal Of Entrepeneurship and Strategic Management (JESM)
Wati Susilawati
Universitas Garut
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Physics Social Sciences Other

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Digital Marketing Capability Dan Green Product Process Bagi Petani Milenial Dalam Mewujudkan Keberlanjutan Ekonomi Muhammad Azmi Ulfaz; Wati Susilawati; Hilmi Aulawi
Journal of Entrepreneurship and Strategic Management Vol. 5 No. 01 (2026): Journal Of Entrepeneurship and Strategic Management
Publisher : Program Pascasarjana Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jesm.v5i01.865

Abstract

Regenerasi petani milenial di Indonesia menunjukkan perkembangan positif, namun tingkat adopsi kapabilitas pemasaran digital (Digital Marketing Capability/DMC) dan proses produksi hijau (Green Product Process/GPP) yang belum merata menciptakan kesenjangan dalam pencapaian keberlanjutan ekonomi usaha tani. Penelitian ini bertujuan untuk menganalisis pengaruh DMC dan GPP secara parsial maupun simultan terhadap keberlanjutan ekonomi petani milenial di Jawa Barat. Menggunakan pendekatan kuantitatif dengan metode deskriptif dan asosiatif, penelitian ini melibatkan 835 responden petani milenial yang dipilih melalui teknik purposive sampling dan data dianalisis menggunakan regresi linier berganda. Hasil penelitian membuktikan bahwa DMC dan GPP berpengaruh positif dan signifikan terhadap keberlanjutan ekonomi, baik secara parsial maupun simultan, dengan total kontribusi gabungan mencapai 80,6%. Temuan kunci mengungkap bahwa GPP merupakan determinan yang paling dominan (sumbangan efektif 69,73%) sebagai fondasi penstabil usaha, sementara DMC memberikan sumbangan moderat (10,82%) yang berfungsi sebagai akselerator perluasan pasar. Kesimpulannya, kedua kapabilitas ini bekerja secara komplementer dan tidak dapat saling menggantikan. Implikasi praktis penelitian ini menegaskan bahwa program pemberdayaan dan strategi agribisnis tidak boleh hanya bertumpu pada literasi digital, melainkan wajib menjadikan praktik produksi hijau sebagai prioritas utama yang disinergikan dengan pemasaran digital guna mewujudkan ketahanan ekonomi yang berkelanjutan.
Peran Kepuasan Nasabah dalam Memediasi Pengaruh Kualitas Layanan dan Kepercayaan terhadap Loyalitas Nasabah PT Mega Central Finance (MCF) Cabang Garut Novia Ramadhani; Wati Susilawati
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 5 No. 3 (2026): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v5i3.4623

Abstract

This study aims to examine the role of customer satisfaction in mediating the influence of service quality and trust on customer loyalty among customers of PT Mega Central Finance (MCF) Garut Branch. This study applies a quantitative approach with descriptive method and causal associative method. Data collection was carried out through distributing questionnaires using a five-point Likert scale involving 100 respondents determined through a purposive sampling approach, with the consideration that they meet the characteristics that suit the needs of the study. Data were analyzed using a Structural Equation Modeling (SEM) model based on Partial Least Squares (PLS-SEM) on SmartPLS 3 software assistance. The findings of this study indicate that service quality has a positive and significant effect on customer loyalty; trust has a positive and significant effect on customer loyalty; service quality has a positive and significant effect on customer satisfaction; trust has a positive and significant effect on customer satisfaction; and customer satisfaction has a positive and significant effect on customer loyalty. Based on the results of the mediation test, customer satisfaction mediates the effect of service quality on customer loyalty positively and significantly, and customer satisfaction mediates the effect of trust on customer loyalty positively and significantly. The practical implication of this research is that PT MCF Garut Branch needs to prioritize improving service quality in the responsiveness dimension and trust in the competence dimension to build satisfaction that has an impact on customer loyalty.
Co-Authors Afifah Nur Farida Agus Maoludin Ai Liana Aji Prasetya Hadi alam avrianto Arinda Elvania Asep Danurwenda Ismaya Asep Saepuloh Athiya Noura Deni Mardiana Dida Farida Latipatul Hamdah Dini Turipanam Alamanda Euis Nuraeni Fikri Fahru Roji Fitrin Rawati Suganda Fuzi Fitri Sri Lestari Hamdani, Nizar Alam Hani Siti Hanifah Hilmi Aulawi Husni Muharam Ieke Sartika Iriany Irfan Rizki Gumilar Maulana Hamdan Mochamad Romdhon Muhammad Azmi Ulfaz Mutiara Nur Canti Nina Karina Asgarini Novia Ramadhani Risma Muhamad Ramdani Rita Herawati Sari, Intan Tenisia Prawita Silfani Nur Meilindani Siti Rahmi Maryam Siti Sarofah Syntia Apriani Teten Sutrisna Tia Rosalina Usep Saepudin Widyanti Qararullah Wulan Sri Utami