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All Journal Jurnal Ekonomi dan Kewirausahaan Optimum : Jurnal Ekonomi dan Pembangunan Media Ekonomi dan Manajemen Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan J-MAS (Jurnal Manajemen dan Sains) Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Kajian Bisnis STIE Widya Wiwaha J-ADIMAS (Jurnal Pengabdian kepada Masyarakat) Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Darma Agung Jurnal Bisnis Mahasiswa Journal Of Human And Education (JAHE) Jurnal Riset Akuntansi dan Bisnis Indonesia SENTRI: Jurnal Riset Ilmiah SWARNA Innovative: Journal Of Social Science Research Research Horizon Jurnal Riset Manajemen Akuntansi Indonesia SWARNA: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Widya Wiwaha
Yenni Kurnia Gusti
STIE Widya Wiwaha Yogyakarta
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REKAYASA SOSIAL EKONOMI: PENINGKATAN KETERLIBATAN MASYARAKAT DALAM PENGEMBANGAN EKONOMI LOKAL Judijanto, Loso; Heryadi, D. Yadi; Sihombing, R. Sally Marisa; Gusti, Yenni Kurnia; Semmawi, Ramli
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2024): Volume 5 No 1 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i1.24226

Abstract

Artikel ini menyoroti pentingnya keterlibatan aktif masyarakat dalam pengembangan ekonomi lokal, terutama dalam kerangka sosial-ekonomi. Keterlibatan ini menjadi elemen kunci yang memperkuat ondasi ekonomi di tingkat lokal. Dengan partisipasi yang aktif, masyarakat mampu memengaruhi kebijakan, memperluas peluang ekonomi, serta menciptakan lingkungan yang mendukung pertumbuhan ekonomi yang berkelanjutan. Tulisan tersebut merangkum beragam strategi, seperti pemberdayaan komunitas, kolaborasi sektor swasta dan publik, dan peningkatan akses terhadap sumber daya. Keterlibatan masyarakat dalam pengembangan ekonomi lokal telah menjadi sorotan penting dalam studi pembangunan ekonomi. Keterlibatan ini tidak hanya mempengaruhi pertumbuhan ekonomi, melainkan juga memperkuat kerangka sosial di dalam komunitas. Namun, tantangan seperti kesenjangan informasi perlu diatasi dengan penyesuaian kebijakan yang tepat serta pemanfaatan teknologi yang sesuai. Pemberdayaan perempuan juga terbukti memiliki peran vital dalam memperkaya ekonomi lokal dan memperkuat jaringan sosial di komunitas. Keseluruhan, keterlibatan masyarakat bukan hanya tentang pertumbuhan ekonomi, tetapi juga tentang memperkuat interaksi sosial dan mendorong terciptanya ekonomi inklusif di tingkat lokal.
PENGEMBANGAN PELATIHAN KETERAMPILAN MANAJERIAL BAGI PENGUSAHA KECIL DAN MENENGAH DALAM MENINGKATKAN DAYA SAING BISNIS DI ERA DIGITAL Nugrahanti, Trinandari Prasetya; Marsasi, Endy Gunanto; Semmawi, Ramli; Gusti, Yenni Kurnia; Azizi, Muhammad
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Volume 5 No. 2 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i2.26389

Abstract

Pengembangan keterampilan manajerial bagi pengusaha kecil dan menengah (UKM) merupakan aspek krusial dalam menghadapi tantangan bisnis di era digital. Artikel ini mengeksplorasi urgensi pelatihan keterampilan manajerial bagi pemilik UKM untuk meningkatkan daya saing bisnis mereka dalam konteks transformasi digital saat ini. Perubahan teknologi dan dinamika pasar yang cepat mendorong perlunya adaptasi dan inovasi dalam mengelola bisnis UKM. Dalam era di mana teknologi informasi dan komunikasi menjadi tulang punggung operasi bisnis, pemahaman tentang manajemen yang efektif menjadi semakin penting. Artikel ini mengungkapkan berbagai strategi dan pendekatan pelatihan yang dapat diterapkan untuk meningkatkan keterampilan manajerial pengusaha UKM. Mulai dari pelatihan langsung hingga sumber daya daring, ada beragam metode yang dapat digunakan untuk memberdayakan pemilik UKM. Pelatihan keterampilan manajerial tidak hanya membantu meningkatkan pemahaman tentang konsep manajemen dasar seperti perencanaan, pengorganisasian, kepemimpinan, dan pengendalian, tetapi juga memperkenalkan konsep-konsep baru yang relevan dengan era digital, seperti e-commerce, pemasaran digital, analisis data, dan manajemen risiko cyber. Dalam konteks ini, artikel ini menyoroti pentingnya kolaborasi antara pemerintah, lembaga pendidikan, dan sektor swasta dalam menyediakan program pelatihan yang sesuai dengan kebutuhan dan tantangan yang dihadapi oleh UKM. Dengan meningkatnya keterampilan manajerial, pengusaha UKM dapat mengoptimalkan operasi bisnis mereka, meningkatkan efisiensi, memperluas jangkauan pasar, dan merespons perubahan pasar dengan lebih adaptif. Dengan demikian, artikel ini menawarkan wawasan yang mendalam tentang perlunya pengembangan keterampilan manajerial bagi pengusaha UKM dalam mempertahankan daya saing bisnis mereka di tengah arus digitalisasi. Melalui pelatihan yang tepat, UKM dapat menjadi agen perubahan yang mampu bersaing secara efektif dalam perekonomian digital yang semakin kompleks.
PROGRAM PENINGKATAN KETERAMPILAN NEGOSIASI DAN PENJUALAN UNTUK PELAKU USAHA KECIL Setyawan, Antonius Ary; Marsasi, Endy Gunawan; Gusti, Yenni Kurnia; Joni, M.; Jayanti, Ansri
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Volume 6 No. 1 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i1.38195

Abstract

Program peningkatan keterampilan negosiasi dan penjualan untuk pelaku usaha kecil merupakan salah satu inisiatif yang penting dalam meningkatkan daya saing dan keberlanjutan usaha mikro, kecil, dan menengah (UMKM). Kemampuan negosiasi yang baik dapat membantu pelaku usaha dalam memperoleh kesepakatan yang lebih menguntungkan, baik dalam hubungan dengan pemasok maupun konsumen. Di sisi lain, keterampilan penjualan yang efektif sangat penting dalam meningkatkan volume penjualan dan memperluas pangsa pasar. Penelitian ini menggunakan metode literature review untuk menganalisis berbagai program pelatihan yang telah diterapkan di berbagai negara dan sektor. Hasil dari kajian ini menunjukkan bahwa program yang berfokus pada pengembangan keterampilan komunikasi, pemahaman pasar, dan teknik negosiasi yang efektif dapat membantu pelaku usaha kecil untuk meningkatkan kualitas transaksi bisnis mereka. Program pelatihan yang dilengkapi dengan simulasi dan studi kasus juga terbukti lebih efektif dalam meningkatkan pemahaman praktis dan keterampilan peserta. Oleh karena itu, penerapan program ini sangat penting dalam mendukung pertumbuhan UMKM di Indonesia, khususnya dalam memperkuat kapasitas pelaku usaha kecil untuk bersaing di pasar yang semakin kompetitif.
Peran Kualitas Pelayanan dan Kepercayaan Konsumen dalam Membentuk Kepuasan Pelanggan Jasa Servis Iphone Nonresmi Yuliani, Lia; Gusti, Yenni Kurnia
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 2 (2026): SENTRI : Jurnal Riset Ilmiah, Februari 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i2.5602

Abstract

This study aims to analyze the influence of service quality and consumer trust on customer satisfaction levels in iPhone service providers at Pacmac Pacitan. Low customer satisfaction arising from inconsistencies in service results, limited information, and public doubts about unofficial service providers is a problem in this study. The research was conducted through a quantitative approach with data processing using multiple linear regression analysis to comprehensively determine the relationship between variables. An analytical approach was used to assess the extent to which service quality and consumer trust shape customer perceptions and experiences of the services provided. The results of the regression analysis showed that service quality (β = 0.437; p < 0.001) and consumer trust (β = 0.295; p = 0.002) have a positive and significant effect on customer satisfaction, with an Adjusted R² value of 0.471. Consumer trust has been shown to provide an important contribution and is a major factor in the use of electronic device service providers. Together, the variables of service quality and consumer trust have a significant influence in shaping customer satisfaction levels, so that improving service quality and strengthening trust are strategies that need to be prioritized.
Investigation of the Effects of Social Capital on Information/Knowledge-Sharing Behavior that Drives Gen Z Purchase Intentions through Social Commerce Marsasi, Endy Gunanto; Barqiah, Sarah; Gusti, Yenni Kurnia
Media Ekonomi dan Manajemen Vol 39, No 1 (2024): January 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i1.4200

Abstract

This study investigates the impact of social capital theory in social networks on consumer decision-making, highlighting the importance of product features and peer preferences. It identifies a research gap in understanding the effects of structural, relational, and cognitive capital, emphasizing the need for further exploration. The study also examines the relationship between information sharing and purchase intention, addressing a previously neglected area. Additionally, it explores how age and gender, influence consumer characteristics. The empirical data collected from 223 respondents who buy consumer goods through social media as part of the millennial generation through an online survey is analyzed using SEM. Results indicate that structural, cognitive, and relational capital influence the exchange of information. The behavior of sharing information indicates that the more people who provide positive information about a consumer goods product, the higher the intention to buy, it is anticipated that the company will increase its promotion on Twitter and Instagram. This is due to the fact that many consumers use the platform in their daily lives and consumers desire to always be willing to share the information they possess. Moreover, younger women are more inclined to share information based on their age and gender characteristics.
Customer Self-Congruity and Brand Image on Purchase Decision: The Role of Gender and Age as Control Variables Marsasi, Endy Gunanto; Rizan, Mohamad; Barqiah, Sarah; Gusti, Yenni Kurnia
Media Ekonomi dan Manajemen Vol 39, No 2 (2024): July 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i2.4541

Abstract

The impetus for this research is Generation Z's lack of understanding of social media marketing and brand image in relation to buying local products, because local brands are generally less successful. Self-congruence is new to assess consumer alignment with brands, which ultimately influences purchase decisions. The study's gap focuses on brand image, highlighting challenges consumers face in identifying with brands via social media. This study aims to show the impact of social media marketing on customer self-alignment, brand image, and purchase decision. The research data was collected by distributing questionnaires using a purposive sampling method to 217 gen Z participants who use local skincare and analyzed using SEM. The results show that all hypotheses influence each other by applying the self-expansion theory, where consumers will align themselves with brands from local products so that consumers will expand their self-concept and culminate in purchasing decisions. This study will also examine customer characteristics by gender and age as control variables that can be fully predicted. The findings of this study indicate a difference in gender, where women are more easily attracted to try than men. Younger consumers were found to prefer shopping online rather than physically, in contrast to older consumers.
PENINGKATAN KINERJA PEGAWAI MELALUI GAYA KEPEMIMPINAN DAN MOTIVASI PADA BADAN KESATUAN BANGSA DAN POLITIK KABUPATEN WONOSOBO Purwati, Siti; Hamid, Muda Setia; Gusti, Yenni Kurnia
Jurnal Riset Manajemen Akuntansi Indonesia Vol 4 No 1 (2026): Jurnal Riset Manajemen Akuntansi Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/81e04015

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya kepemimpinan dan motivasi terhadap peningkatan kinerja pegawai pada Badan Kesatuan Bangsa dan Politik Kabupaten Wonosobo. Penelitian ini dilatarbelakangi oleh adanya perubahan status kelembagaan berdasarkan Peraturan Bupati Wonosobo Nomor 3 Tahun 2020 yang mengakibatkan kompleksitas tugas dan fungsi organisasi meningkat, sementara kinerja pegawai belum optimal. Penelitian ini menggunakan pendekatan kualitatif dengan teknik observasi, wawancara, dan dokumentasi untuk memperoleh data yang mendalam mengenai faktor-faktor yang mempengaruhi kinerja pegawai. Hasil penelitian menunjukkan bahwa rendahnya kinerja pegawai disebabkan oleh beberapa faktor, yaitu: (1) keterbatasan sumber daya manusia dalam memahami tugas pokok dan fungsi yang baru, (2) sarana dan prasarana kerja yang belum memadai, (3) kurangnya motivasi kerja, (4) penerapan gaya kepemimpinan yang tidak tepat bahkan cenderung otoriter, dan (5) ketidakseimbangan dalam penerapan penghargaan dan hukuman (reward and punishment). Pemimpin sering bersikap pilih kasih, kurang melibatkan pegawai dalam pengambilan keputusan, serta jarang memberikan apresiasi atas prestasi kerja, sehingga menurunkan semangat dan produktivitas pegawai. Upaya peningkatan kinerja dapat dilakukan melalui pengembangan kompetensi sumber daya manusia, penyediaan sarana dan prasarana yang memadai, pemberian motivasi dan penghargaan yang adil, serta penerapan gaya kepemimpinan yang partisipatif dan demokratis. Pemimpin perlu membangun komunikasi yang terbuka, menjunjung nilai keadilan, dan menilai kinerja pegawai secara objektif. Dengan penerapan kepemimpinan yang efektif dan pemberian motivasi yang berkesinambungan, diharapkan tercipta lingkungan kerja yang kondusif, harmonis, serta mampu mendorong peningkatan kinerja pegawai dan pencapaian tujuan organisasi secara optimal. This study aims to analyze the influence of leadership style and motivation on improving employee performance at the National Unity and Politics Agency of Wonosobo Regency. This research was motivated by changes in institutional status based on Wonosobo Regent Regulation Number 3 of 2020, which resulted in increased complexity of organizational tasks and functions, while employee performance was suboptimal. This study used a qualitative approach using observation, interviews, and documentation techniques to obtain in-depth data on the factors influencing employee performance. The results indicate that low employee performance is caused by several factors, namely: (1) limited human resources in understanding new main tasks and functions, (2) inadequate work facilities and infrastructure, (3) lack of work motivation, (4) the application of a leadership style that tends to be authoritarian, and (5) an imbalance in the application of rewards and punishments. Leaders often show favoritism, do not involve employees in decision-making, and rarely provide appreciation for work achievements, thus reducing employee morale and productivity. Efforts to improve performance can be achieved through developing human resource competencies, providing adequate facilities and infrastructure, providing fair motivation and rewards, and implementing a participatory and democratic leadership style. Leaders need to establish open communication, uphold the value of fairness, and assess employee performance objectively. Effective leadership and continuous motivation are expected to create a conducive and harmonious work environment that encourages improved employee performance and optimal achievement of organizational goals.  
Evaluasi Strategi Pengembangan Pemasaran Berkelanjutan berbasis Kearifan Lokal Bagi Industri Rumahan Tempe Bungkus Daun Pisang Cahyani, Dhiah Wahyu Nur; Gusti, Yenni Kurnia
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 2 (2026): SENTRI : Jurnal Riset Ilmiah, Februari 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i2.5788

Abstract

The banana leaf wrapping tempeh home industry is a form of traditional food business that has economic, social, and cultural value, especially in rural areas. However, in the midst of increasing market competition and changes in people's consumption patterns, the industry faces various challenges, especially in terms of marketing and business sustainability. This research aims to evaluate the conditions of implementing marketing strategies, identify the application of local wisdom values, and formulate sustainable marketing development strategies based on local wisdom in the banana leaf wrapping tempeh home industry in Menadi Village, Pacitan. The results of the study show that the marketing strategy implemented has included elements of the marketing mix (product, price, distribution, and promotion), but it is still traditional and based on social relations. The values of local wisdom such as honesty, precision, mutual cooperation, and the use of banana leaves as natural packaging have been significantly integrated in marketing activities and become the advantages of product differentiation. The recommended sustainable marketing development strategy is an integrative strategy based on the principles of the Triple Bottom Line (profit, people, planet) by emphasizing strengthening local product identity, relational marketing, the use of eco-friendly packaging, and simple promotions based on stories and consumer experience. This strategy is considered to be able to increase business competitiveness without eliminating the traditional character and local cultural values that are the main identity of the tempeh home industry in Menadi Village.
Work Motivation, Incentive Systems, and Job Stress as Predictors of Sales Performance in the Digital Telecommunications Sector Rismawati, Amelia; Gusti, Yenni Kurnia
Research Horizon Vol. 6 No. 1 (2026): Research Horizon - February 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.1.2026.1018

Abstract

This study is motivated by the importance of improving sales performance as a key factor in achieving IndiHome marketing targets in Yogyakarta, where employee performance is influenced by internal factors such as work motivation, incentive systems, and job stress. The purpose of this research is to examine the effect of work motivation, incentive systems, and job stress on the performance of IndiHome sales personnel in Yogyakarta. A quantitative approach with an associative research design was employed, and data were collected through Likert-scale questionnaires distributed to 60 sales staff. The data were analyzed using multiple linear regression with SPSS version 23, including validity, reliability, and classical assumption tests. The results indicate that work motivation and incentive systems have a positive and significant effect on sales performance, while job stress does not have a significant partial effect. However, when examined simultaneously, work motivation, incentive systems, and job stress significantly influence the performance of IndiHome sales personnel in Yogyakarta. In conclusion, improving sales performance can be achieved by strengthening work motivation, implementing fair incentive systems, and effectively managing job stress to support optimal achievement of sales targets.
Influencer Marketing Credibility And Its Effect On Purchase Intention In Social Media Platforms Lestari, Utami Puji; Gusti, Yenni Kurnia; Mere, Klemens; Amanda, Mabella
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 4 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i4.10658

Abstract

The rapid development of digital technology has transformed marketing communication, particularly through the use of social media platforms such as Instagram, TikTok, and YouTube. One of the most widely adopted strategies in digital marketing is influencer marketing, where influencers promote products or services to their followers. This study aims to analyze the influence of influencer marketing credibility on consumer purchase intention in social media environments through a literature review approach. The research applies a systematic literature review (SLR) method by examining previous empirical studies published in reputable academic databases. The findings indicate that influencer credibility—primarily reflected through expertise, trustworthiness, and attractiveness—plays a crucial role in shaping consumer perceptions and influencing purchasing decisions. Influencers who are perceived as knowledgeable, authentic, and relatable tend to build stronger trust among followers, which subsequently increases their willingness to purchase recommended products. Additionally, the interactive nature of social media platforms strengthens the relationship between influencers and audiences, further enhancing the effectiveness of marketing messages. The study concludes that influencer credibility is a key determinant of successful influencer marketing strategies and provides important implications for businesses seeking to improve consumer engagement and purchase intention in digital marketing contexts.
Co-Authors Agung Jaya Indarto Aini, Shafira Dwi Noer Amanda, Mabella Amelia Rismawati Amruddin, Amruddin Anisa Nur Rokhmah Ary Sutrichastini Astrilita Novia Ratnasari Astuti, Defria Dwi Azizi, Muhammad Barqiah, Sarah Cahyani, Dhiah Wahyu Nur Chairul Anam, Chairul Deni Saputra Endy Gunanto Endy Gunanto Marsasi Evi Rosalina Widyayanti Fatimatul Nur Wahidah Firdarini, Khoirunnisa Cahya Hendrawan, Henky Hendriarto Hendriarto Herdiyanti Heryadi, D. Yadi Insiatiningsih Jayanti, Ansri Joni, M. Judijanto, Loso Kartika Sugiarti Klemens Mere Kurniawan, Joan Laksamana, Anggi Lathifah Lanonci LAUNTU, ANSIR Lestari, Utami Puji Leuhery, Ferdy Lia Yuliani Linawati Linawati Linawati Linawati Linawati Linawati Marsari, Endy Gunanto Marsasi, Endy Gunawan Maskikit, Coleta Mohamad Rizan Muda Setia Hamid, Muda Setia Nawang Maulida Kuswanto Nur Widiastuti PA Andiena Nindya Putri Prabowo, Febrianto Priyastiwi Priyastiwi, Priyastiwi Priyastiwi, Priyastiwi Purwati, Siti Rahayu, Betty Ramli Semmawi, Ramli Rismawati, Amelia Rosento sabil sabil, sabil Setyawan, Antonius Ary Setyawati, Naini Sihombing, R. Sally Marisa Sofiati Sofiati Sofiati - Sofiati Sofiati Sofiati Sofiati, Sofiati Sofiati Subagio Sri Hartati Candra Dewi Subagio, Sofiati Suprapto Suprapto Sutrichastini, Ary Sutrischastini, Ary Sutrischastini, Ary Tirta Mulyadi Trinandari Prasetya Nugrahanti Utami Puji Lestari Widiastuti , Nur