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All Journal Economic Journal of Emerging Markets Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship (JRAMB) Jurnal Riset Akuntansi Mercu Buana Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi Telaah Bisnis Jurnal Akuntansi Dan Manajemen Jurnal Ekonomi dan Bisnis
Manggar Wulan Kusuma
Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT MAHASISWA AKUNTANSI UNTUK BERKARIER DI BIDANG PERPAJAKAN DENGAN PELUANG KARIER SEBAGAI VARIABEL MODERASI Lia Indah Setyawati; Manggar Wulan Kusuma
Jurnal Ekonomi Dan Bisnis Vol 17 No 2 (2023): JEB Vol 17 No 2 Juli 2023
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v17i2.49

Abstract

This study aims to determine the effect of perception, motivation, tax knowledge, behavioral attitudes, and professional recognition on the interest of accounting study program students at several universities in Yogyakarta to have a career in the field of taxation. Independent variables consist of perception, motivation, knowledge of taxation, behavioral attitudes, and professional recognition and career interest as the dependent variable. The contribution in this study, namely the authors added a moderating variable in the form of career opportunities which aims to strengthen the influence of the independent variables on the dependent variable.The results showed that perceptions, motivation, knowledge of taxation, and behavioral attitudes had an influence on the interest of students of accounting study programs in Yogyakarta to have careers in the field of taxation. Meanwhile, professional recognition has no effect on career interest in taxation and career opportunities cannot strengthen the influence of the independent variable on the dependent variable.
Strategi Marketing: Efek Event, Viral, dan Affiliate pada Minat Beli Konsumen di Marketplace SHOPEE Wardhani, Shita Lusi; Manggar Wulan Kusuma
Jurnal Ekonomi Dan Bisnis Vol 18 No 3 (2024): JEB Vol 18 No 3 November 2024
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v18i3.91

Abstract

Shopee, Southeast Asia's leading e-commerce platform, has experienced tremendous growth in recent years. This success can be attributed in part to its effective marketing strategy, which has utilized event marketing, viral marketing, and affiliate marketing to drive sales and brand awareness. This research paper provides a comprehensive analysis of Shopee's marketing strategy, examining how the company has successfully used these three channels to engage consumers and achieve its business goals. The data in this study were analyzed using multiple regression analysis with SPSS software. The respondents used in this research were students in Yogyakarta. The analysis results show that event marketing, viral marketing, and affiliate marketing have a positive effect on purchasing interest in the Shopee marketplace. Keywords: Event Marketing, Viral Marketing, Affiliate Marketing, Purchase Interest, Marketplace
TRANSFORMASI KEUANGAN DIGITAL DAN DAMPAK INTENSITAS PENGGUNAAN DIGITAL PAYMENT TERHADAP PENDAPATAN UMKM YOGYAKARTA MELALUI KEPUASAN PELANGGAN Wardhani, Shita Lusi; Manggar Wulan Kusuma; Wing Wahyu Winarno
Jurnal Ekonomi Dan Bisnis Vol 19 No 3 (2025): JEB Vol 19 No 3 November 2025
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v19i3.121

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh intensitas penggunaan digital payment terhadap pendapatan UMKM di Yogyakarta dengan kepuasan pelanggan sebagai variabel intervening. Pendekatan kuantitatif digunakan dengan melibatkan 158 responden pelaku UMKM yang telah menerapkan sistem pembayaran digital seperti QRIS, GoPay, OVO, dan ShopeePay. Analisis data menggunakan SmartPLS 4.0 mencakup uji validitas, reliabilitas, dan analisis jalur. Hasil penelitian menunjukkan bahwa intensitas penggunaan digital payment berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Namun, kepuasan pelanggan tidak berpengaruh signifikan terhadap pendapatan UMKM serta tidak mampu memediasi hubungan antara penggunaan digital payment dan pendapatan. Temuan ini mengindikasikan bahwa penggunaan digital payment meningkatkan efisiensi transaksi, tetapi belum berpengaruh langsung terhadap pendapatan. Oleh karena itu, UMKM perlu mengombinasikan adopsi teknologi dengan strategi pemasaran, inovasi produk, dan peningkatan kualitas layanan agar dampaknya terhadap pendapatan lebih optimal.
Co-Authors Demas Arya Gumelar Hastri Samsudin Lia Indah Setyawati Prima Rosita Arini Setyaningsih Ranti Yulia Wardani Rudy Badrudin Wardhani, Shita Lusi