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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ilmiah Raflesia Akuntansi Journal of Research in Social Science and Humanities Jurnal Fokus Manajemen Jurnal Multidisiplin Dehasen (MUDE) Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Untuk Negeri Journal of Management, Economic, and Accounting Social Sciences Journal Jurnal Pusat Manajemen Jurnal Pakar Manajemen Journal of Accounting and Management (JAM) Jurnal Ekonomi Islam, Akuntansi, dan Manajemen Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Journal of Indonesian Management
Yudi Irawan Abi
Department Of Management, Faculty Of Economic, Universitas Dehasen Bengkulu
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Sampoerna Retail Community Strategy in Developing Grocery Stores (Case Study: Paguyuban Src Curup Bersatu) Dedy Juniansyah Pratama; Yudi Irawan Abi; M. Rahman Febliansyah
Social Sciences Journal Vol. 3 No. 1 (2026): February
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i1.1141

Abstract

Partnership and MSME Development Program Linking Concrete Strategies Implemented by SRC. The existence of SRC (Sampoerna Retail Community), this association guides partnerships between Sampoerna and conventional retailers to develop their businesses and reach to attract customers. This study aims to identify and analyze the strategies implemented by Sampoerna Retail Community (SRC) in developing grocery store businesses within the Paguyuban SRC Curup Bersatu. The analytical method used is qualitative data analysis, conducted interactively and continuously until data saturation is achieved, through three main stages: Data Reduction, Data Presentation, and Conclusion Drawing. Based on the research findings, it is proven that the Sampoerna Retail Community (SRC) strategy in developing grocery store businesses in Paguyuban Curup is carried out by focusing on Business Performance (increasing sales, store arrangement based on RBT principles), Community Development (establishing connections among traders to mutually develop their businesses), and Technology (utilization of digital features). For the Sampoerna Retail Community (SRC) strategy in developing grocery store businesses in Paguyuban Curup Bersatu to run effectively, supporting factors must be considered, namely: cooperation among multiple parties, the willingness of grocery store owners to progress, and the presence of digital innovation. Meanwhile, factors hindering the development of Paguyuban SRC Curup Bersatu include the limited number of participants and the community's lack of knowledge regarding the Ayo Kelontong application, a digital innovation by Sampoerna Retail Community (SRC).
Feasibility Analysis (Financial) of Pak Sugi's Tofu and Tempeh Business in Belitar Muka Village, Sindang Kelingi Subdistrict, Rejang Lebong Regency Fira Juli Andini; Herlin Herlin; Yudi Irawan Abi
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 1 (2026): Januari
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i1.9833

Abstract

A feasibility study is important to determine whether a business is financially viable. This study aims to analyse the financial feasibility of Pak Sugi's Tofu and Tempe Business in Belitar Muka Village, Sindang Kelingi Subdistrict, Rejang Lebong Regency. The analysis was conducted by calculating the total costs, total revenue, and income, then assessing the feasibility using the R/C Ratio, B/C Ratio, and Break-Even Point (BEP). The data used were primary and secondary data obtained through interviews and documentation. The results showed that the total production costs for tofu were IDR 10,686,760 and for tempeh IDR 10,443,260, with total revenues of IDR 25,399,000 and IDR 24,945,000, respectively. The net income for tofu is IDR 14,712,240 and for tempeh is IDR 14,501,740. The R/C Ratio for tofu is 2.37 and for tempeh is 2.39, the B/C Ratio for tofu is 1.37 and for tempeh is 1.39, while the BEP results show that the business is above the break-even point. Therefore, Mr. Sugi's tofu and tempeh business is deemed viable and has good prospects for future development.
The Influence Of Electronic Word Of Mouth (E-Wom) And Price On The Purchase Intention Of Generation Zconsumers In The Tiktok Shop Marketplace Anggun Ayu Lestari; Yudi Irawan Abi; Siti Hanila
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1006

Abstract

The rapid development of technology and information today has changed the way consumers shop. The convenience of accessing information through the internet allows consumers to find the products they need more easily. In this regard, TikTok Shop has become a very popular marketplace among Generation Z in Bengkulu City. The purpose of this study is to determine the effect of electronic word of mouth (e-WOM) and price on the purchase intention of Generation Z consumers in the TikTok Shop marketplace. The sample in this study consisted of 120 TikTok Shop users in Bengkulu City. Data were collected through questionnaires and analyzed using a quantitative approach. The results of the regression analysis show that the regression equation is: Y = 6.224 + 0.283X1 + 0.885X2 + e. Electronic word of mouth has a significant effect on the purchase intention of Generation Z consumers in the TikTok Shop marketplace, with a significance value of 0.021 < 0.05. Price also has a significant effect, with a significance value of 0.000 < 0.05. Both electronic word of mouth and price simultaneously have a significant effect on the purchase intention of Generation Z consumers in the TikTok Shop marketplace, with a significance value of 0.000 < 0.05. Based on the results of the study, it was found that the price variable (X2) has the greatest influence on the purchase intention of Generation Z consumers in the TikTok Shop marketplace. This indicates that consumers tend to be more attracted to prices that are more affordable compared to those in physical stores or other marketplaces.
The Effect Of Brand Equity, Price, And Product Quality On The Purchase Decision Of Iphone Smartphones Among Generation Z In Bengkulu City Sinta Bela Armeni; Siti Hanila; Yudi Irawan Abi
Jurnal Ekonomi Islam, Akuntansi, dan Manajemen Vol. 2 No. 2 (2026): Februari
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jeiam.v2i2.463

Abstract

This study is titled “The effect of Brand Equity, Price, and Product Quality on Purchase Decision of iPhone Smartphones among Generation Z in Bengkulu City.” The purpose of this study is to determine the effect of these three variables on the purchase decisions of iPhone users. The regression analysis results show that Brand Equity, Price, and Product Quality have a positive and significant effect on Purchase Decisions, both partially and simultaneously. The significance value of each variable is 0.000 ≤ 0.05, proving that all variables have a real effect on purchase decisions of iPhone in Bengkulu City. The partial test (t-test) results show that the three independent variables have a significant effect on purchase decisions, with a significance value of 0.000 ≤ 0.05 for each variable. More specifically, the Brand Equity variable (X₁) has a significant effect on purchase decisions with a t-count of 4.513; the Price variable (X₂) also has a significant effect with a t-count of 6.531; and the Product Quality variable (X₃) has a significant effect with a t-count of 4.185. Meanwhile, the simultaneous test (F test) results show F count of 1041.083, which is greater than F table value of 2.67. Therefore, it can be concluded that the three variables together have a significant effect on purchase decision of iPhone among Generation Z in Bengkulu City. Based on the results of this study, it is recommended that Apple and iPhone distributors strengthen their brand image, adjust their pricing strategies to remain competitive without reducing the premium impression, and continue to maintain and improve product quality. Further research is recommended to add other variables such as customer loyalty or promotion to make the results more comprehensive.
Marketing Strategy Through Social Media To Improve Sales Achievement Of Msmes In Bengkulu City (Case Study Of Nafoody's Catering) Arie Nugraha Pratama; Yudi Irawan Abi; Lydia Gustina Putri
Jurnal Pakar Manajemen Vol. 2 No. 2 (2026): Maret
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jpm.v2i2.470

Abstract

The rapid development of information and communication technology has transformed the way business owners market their products and interact with consumers. For Micro, Small, and Medium Enterprises (MSMEs), social media is not only a promotional tool but also a primary platform for building brand image and increasing sales. This study aims to analyze the marketing strategies implemented by the MSME Catering Nafoody’s through social media and to evaluate their effectiveness in improving sales performance. The research focuses on how Catering Nafoody’s utilizes various social media features such as Instagram, TikTok, Facebook, and WhatsApp Business to expand market reach and strengthen customer relationships.The research method used is a qualitative descriptive approach. Data were collected through in-depth interviews with the owner of Catering Nafoody’s, observations of promotional activities on social media, and documentation in the form of digital content and sales reports. Data analysis was carried out descriptively. The study also reviews elements of digital marketing strategy such as content creation and audience interaction.The results of the study indicate that Catering Nafoody’s marketing strategy focuses on using creative and interactive content to attract consumer attention, such as behind-the-scene production videos, customer testimonials, and collaborations with local micro-influencers. These strategies have been proven to increase the engagement rate on social media accounts and broaden the reach of potential audiences. Another factor supporting the success of this strategy is consistency in promoting products and responsive customer service through direct message features and WhatsApp Business. Overall, the study concludes that the implementation of marketing strategies through social media plays an important role in improving the sales performance of Catering Nafoody’s. Optimizing content, selecting platforms that match the target market, and the ability to adapt to digital trends are key to the success of this strategy. The results of this study are expected to serve as a reference for other MSME actors in developing effective, efficient, and sustainable digital marketing strategies in today’s era of digital transformation.
The Influence Of Social Media Marketing And Brand Image On The Decision To Use Products At Asiah Florist Manna Bengkulu Selatan Lora Nopita Sari; Yun Fitriano; Yudi Irawan Abi
Journal of Accounting and Management Vol. 3 No. 1 (2026): Juni
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jam.v3i1.1486

Abstract

This research uses quantitative research. The analytical method in this study uses Validity Test, Reliability Test, Multiple Linear Regression Analysis, Coefficient of Determination, and hypothesis testing using the t-test. The number of samples studied was 85 customers who came with various orders during the past month at the Asiah Florist Shop, South Bengkulu. The results of the multiple linear regression analysis are the equation: Y = 8.009 + 0.441 X1 + 0.388 X2 + e. This illustrates a positive regression direction, meaning that the social media marketing variables (X1) and brand image (X2) have a positive influence on customer satisfaction (Y) at the Asiah Florist Manna Shop, South Bengkulu Regency. The value of the coefficient of determination from the calculation results using SPSS can be seen as the coefficient of determination value of the R square of 0.733. This means that the value of social media marketing (X1), the value of brand image (X2), influences the purchasing decision (Y) by 73.3%, while the remaining 26.7% is influenced by other variables that were not examined in this study.
Co-Authors Aditia Kurniawan Ahmad Soleh Alpin Alpin Amelia Wahyuni Anggun Ayu Lestari Arie Nugraha Pratama Damarsiwi, Eska Prima Monique Dedy Juniansyah Pratama Deko Agenty Putra Desti Rupita Sari Dewi Aprianti Fira Juli Andini Fitri Kurniawati Habibullah Al Haj Al Haddad Hasan Abdulah Hendriek Mahendry Herlin Herlin Heskyel Pranata Tarigan Hidayah, Nenden Restu Ida Anggriani Ida Ayu Made ER Meytha Gayatri Iswidana Utama Putra Julianti Br. Hutagaol Karona Cahya Susena Kresnawati Kresnawati Lias Mawati Lindayanti Lindayanti Lora Nopita Sari Lorenza Aprilia Lydia Gustina Putri M. Rahman Febliansyah Marice Anggeria Mia Margareta Huta Galung Muhammad Rahman Febliansa Nadia Puspitasari Neri Susanti Nia Indriasari Nur Mohammad Syahputra Penti Safitri Recky Ernando Redi Redi Redi Ropi Erwandi Silke Sachanovrissa Sinta Bela Armeni Siti Hanila Siti Hanila Suwarni Tawakal, Anzori Tiken Ahiriansyah Tito Irwanto Tri Febrina Melinda Tri Seira Febrisa Weko Hendriansyah Wijaya, Ermy Yesi Indian Ariska Yolan Agung Pratama Yulita Sari Yun Fitriano