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Umban Adi Jaya
Institut Managemen Wiyata Indonesia
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University and Community Collaboration in Empowering the Local Economy through Entrepreneurship and Digital Marketing Training for MSMEs and the Outer Baduy Community Mawardi, Amna; Jaya, Umban Adi; Hodijah, Cucu; Winarni, Riani
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 6 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v6i1.1055

Abstract

Backgrounds: The limited access to markets, technology, and business development opportunities has become one of the key challenges hindering the economic growth of the Outer Baduy community and local MSMEs. Objectives: This community service activity aims to empower micro, small, and medium enterprises (MSMEs) and the Outer Baduy community through entrepreneurship and digital marketing training. Methodology: The program was implemented collaboratively by universities and involved 30 participants, consisting of youth, craft workers, and tourism stakeholders. Implementation methods included entrepreneurial motivation, social media-based digital marketing training, and hands-on practice in creating promotional content for local products. Findings: Results showed that 66.7% of participants were able to create digital business accounts, 50% successfully produced simple promotional content, and the majority began to understand the importance of innovation and digital market access. The resulting impacts included increased digital literacy, entrepreneurial knowledge, collaborative networks, and a shift in mindset toward technology. Conclusions: Thus, this program has proven effective as an initial model for local economic empowerment based on university collaboration that is inclusive, adaptive, and aligned with the cultural wisdom of the Outer Baduy community.
AI Adoption, Work Pressure, and Psychological Resilience: Effects on Job Satisfaction and Employee Performance Jaya, Umban Adi; Priyana, Indarta; Kusnara, Hasti Pramesti; Somantri, Bambang; Wijaya, Zeffanya Raphael
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4482

Abstract

Digital transformation has encouraged organizations to adopt Artificial Intelligence (AI), which has important implications for employees’ working conditions and performance. This study aims to analyze the effects of AI adoption, work pressure, and psychological resilience on job satisfaction and its implications for employee performance in Bekasi, Indonesia. The study uses a quantitative approach with Structural Equation Modeling (SEM). Data were collected from 200 employees who are involved in AI-based organizational systems. The results show that AI adoption has a positive and significant effect on job satisfaction (β = 0.134; t = 1.856) and employee performance mediated through increased task efficiency and more accurate decision-making. In contrast, work pressure has a positive and significant effect on job satisfaction (β = 0.372; t = 4.614), indicating that excessive job demands can reduce job satisfaction and performance. Psychological resilience emerges as an important factor in maintaining emotional stability and employees’ ability to adapt to stress, which positively affects job satisfaction. Furthermore, job satisfaction has a direct effect on employee performance, showing that more satisfied employees tend to perform better. This study concludes that successful AI integration requires a balance between technological innovation and employee well-being, supported by resilient development programs and supportive organizational policies.
Analisis Employer Branding Dan Servant Leadership Terhadap Minat Generasi Z Untuk Bekerja (Studi Pada Generasi Z Wilayah Sukabumi Raya) Agustiansyah, Firly; Jaya, Umban Adi
SEIKO : Journal of Management & Business Vol 9, No 1
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v9i1.11304

Abstract

Fenomena rendahnya minat generasi Z untuk melamar pekerjaan meskipun banyak peluang kerja yang tersedia menunjukkan pentingnya strategi perusahaan dalam menarik talenta muda. Penelitian ini bertujuan untuk menganalisis pengaruh Employer Branding dan Servant Leadership terhadap minat kerja generasi Z di wilayah Sukabumi Raya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada responden yang sesuai kriteria, dengan jumlah sampel ditentukan secara purposive sampling. Data dianalisis menggunakan regresi linier berganda yang diawali dengan uji validitas, reliabilitas, serta uji asumsi klasik yang mencakup normalitas, multikolinearitas, dan heteroskedastisitas, dilanjutkan dengan uji hipotesis menggunakan uji t, uji F, dan perhitungan koefisien determinasi. Hasil penelitian menunjukkan bahwa Employer Branding dan Servant Leadership berpengaruh positif dan signifikan terhadap minat kerja generasi Z, baik secara parsial maupun simultan. Implikasi dari penelitian ini adalah pentingnya perusahaan untuk memperkuat identitas Employer Branding dan menerapkan gaya kepemimpinan yang berorientasi pada pelayanan agar mampu meningkatkan daya tarik perusahaan dan mendorong generasi Z untuk berpartisipasi aktif dalam dunia kerja.
PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PADA PEMBELIAN PT. SHOPEE INTERNATIONAL INDONESIA DI KOTA SUKABUMI Jaya, Umban Adi; Mutiara, Ananda
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 2 No. 5 (2022): September 2022
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v2i5.231

Abstract

This study aims to determine the effect of promotion and price on purchasing decisions at PT. Shopee International Indonesia in the city of Sukabumi, where Shopee consumers in the city of Sukabumi also often shop through this application by looking at the promotions that PT. Shopee International Indonesia often holds and the prices offered so that in purchasing decisions there are several factors that influence in it, and this research the writer takes the promotion and price factors. In this research quantitative associative research is used with data collection techniques by observation and questionnaire. The analysis technique used is the validity test, reliability test, normality test, multiple linear regression analysis, coefficient of determination analysis. In testing the hypothesis using partial test and simultaneous test. Based on the results obtained from this study, it shows that the influence of promotion is 52.9% and the influence of price is 40.3%. and the effect of promotion and price simultaneously that is equal to 56.6% while the remaining 43.4% is explained by other variables not included in this study that include products, places, people, processes, advertising, physical evidence.
Community Service Collaboration of Higher Education Institutions: Integrating Technology in Promoting Baduy Luar Ecotourism as an Effort for Local Potential-Based Development Jaya, Umban Adi; Pramesti, Hasti; Mawardi, Amna; Raspati, Galih; Hamdallah, Farhan
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 5 No. 4 (2025): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v5i4.1054

Abstract

The Baduy Luar community in Lebak Regency, Banten, possesses unique cultural assets and significant potential in handicrafts, agriculture, and culture-based ecotourism. This Community Service Program (PKM) was conducted in Baduy Luar, Lebak Regency, Banten, with the aim of enhancing digital literacy and entrepreneurial capacity among the local community to support the promotion of cultural-based ecotourism. The Baduy Luar community possesses great potential in handicrafts, agriculture, and tourism, yet still faces limitations in digital promotion and tourism management. This program applied a participatory and contextual approach involving 70 participants, including youth, MSME actors, and ecotourism practitioners. The experiential learning method enabled participants to learn through direct practice, covering smartphone use, tourism documentation, and promotion via social media platforms such as Instagram, TikTok, YouTube, WhatsApp Business, and Facebook. The results showed significant improvement in the community’s skills in utilizing digital technology for ecotourism promotion and cultural documentation. Furthermore, a positive synergy was established between universities and the local community, where academics acted as facilitators of digital knowledge while the community members served as the main actors in implementing digital-based promotion. This program contributed not only to enhancing technical skills but also to preserving cultural identity through digital documentation. In the long term, the program is expected to increase community income, sustain community-based tourism promotion, and strengthen local economic independence aligned with the cultural values of the Baduy Luar.
University and Community Collaboration in Empowering the Local Economy through Entrepreneurship and Digital Marketing Training for MSMEs and the Outer Baduy Community Mawardi, Amna; Jaya, Umban Adi; Hodijah, Cucu; Winarni, Riani
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 6 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v6i1.1055

Abstract

Backgrounds: The limited access to markets, technology, and business development opportunities has become one of the key challenges hindering the economic growth of the Outer Baduy community and local MSMEs. Objectives: This community service activity aims to empower micro, small, and medium enterprises (MSMEs) and the Outer Baduy community through entrepreneurship and digital marketing training. Methodology: The program was implemented collaboratively by universities and involved 30 participants, consisting of youth, craft workers, and tourism stakeholders. Implementation methods included entrepreneurial motivation, social media-based digital marketing training, and hands-on practice in creating promotional content for local products. Findings: Results showed that 66.7% of participants were able to create digital business accounts, 50% successfully produced simple promotional content, and the majority began to understand the importance of innovation and digital market access. The resulting impacts included increased digital literacy, entrepreneurial knowledge, collaborative networks, and a shift in mindset toward technology. Conclusions: Thus, this program has proven effective as an initial model for local economic empowerment based on university collaboration that is inclusive, adaptive, and aligned with the cultural wisdom of the Outer Baduy community.
THE INFLUENCE OF DIGITAL LEADERSHIP AND DIGITAL CULTURE ON EMPLOYEE PERFORMANCE AT PT. XYZ SUBANG Utari, Ayu; Jaya, Umban Adi
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 2 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i2.433

Abstract

This research is motivated by the digital transformation challenges faced by manufacturing companies, particularly in terms of digital literacy and adaptation to technology-based work systems. The purpose of this study is to determine the influence of Digital Leadership and Digital Culture on Employee Performance at PT. XYZ Subang is a speaker manufacturing company. This study employs a quantitative, descriptive-associative design to examine the relationship between variables systematically. A total of 103 participants were selected as research subjects through purposive sampling, with the main criterion being active involvement in work activities that use digital systems and technology. The data collection tool used a structured questionnaire distributed to all employees of PT. XYZ. The data processing and testing were carried out using multiple linear regression, complemented by testing individual influences with t-tests and joint influences with F-tests. The research findings revealed that digital-based leadership and digital cultural values ​​had a significant impact on employee performance, both when tested separately and simultaneously. These findings emphasize the importance of digitally literate leaders and a technology-adaptive work culture in encouraging employee productivity and work effectiveness in the Industry 4.0 era.
THE EFFECT OF EMPLOYER BRANDING AND WORK EXPERIENCE ON EMPLOYEE RETENTION AT PT TANTO INTIM LINE JAKARTA Raruna, Tegarini Woro Cita; Jaya, Umban Adi
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 2 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i2.435

Abstract

This study aims to analyze the influence of employer branding and work experience on employee retention at PT Tanto Intim Line Jakarta. The research background indicates that, in the era of globalization, companies face intense competition, making human resource management, particularly employee retention, crucial for achieving organizational goals and avoiding declines in employee performance due to turnover. Employer branding and work experience are identified as essential factors influencing employees' decisions to stay within an organization. This research method uses a quantitative approach, with a case study of employees at PT Tanto Intim Line Jakarta. The research population consists of all 100 employees of PT Tanto Intim Line. Data were collected through questionnaires and analyzed using multiple linear regression. The results of the validity and reliability tests show that all research instruments are valid and reliable. The research results indicate that employer branding has a significant positive partial effect on employer retention. Similarly, work experience also has a significant positive partial effect on employer retention. Furthermore, simultaneously, employer branding and work experience have a significant effect on employer retention. These two variables account for 12.8% of employer retention, while factors outside the research model account for the remaining 87.2%. This research provides an in-depth understanding of the importance of both factors in retaining competent employees.
BUSINESS SUSTAINABILITY STRATEGY FOR MSMEs THROUGH DIGITAL MARKETING OPTIMIZATION AND PRODUCT INNOVATION Pramesti, Hasti; Jaya, Umban Adi; Albar, Fauzan Manafi; Chrisulianti, Rizki; Wulandari, Dwiwahjuni
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 4 (2025): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i4.932

Abstract

This research aims to explore the influence of digital marketing and innovative products on the long-term success of small and medium-sized enterprises in the Greater Sukabumi region. Digital marketing is defined as an effective and efficient method of promoting products through digital channels, while product innovation focuses on developing or refining products to meet the changing needs of the market. The research method involved 35 culinary MSME players who use at least one digital marketing application, with data collection through questionnaires. The analysis of the data involved a thorough examination of validity and reliability, complemented by multiple linear regression analysis. The study's findings reveal that digital marketing significantly influences the sustainability of business operations, evidenced by a regression coefficient of 0.284. Furthermore, the research highlights that product innovation exerts an even more profound effect on business success, as indicated by a coefficient of 0.447. The F test showed that the overall regression model was significant, with an F value of 59.279 (p < 0.001). These findings are consistent with the literature showing that digital marketing adoption and product innovation are key factors in improving MSME competitiveness and performance. This study recommends improving access to technology and digital training for MSMEs, as well as collaboration with educational institutions to encourage product innovation. The limitations of this study lie in the limited number of samples and the absence of in-depth analysis of other factors that affect business continuity.
The Relationship Between the Implementation of Company System Digitalisation and Work Discipline as Determinants of Employee Performance: A Study of the Retail Industry in Cibitung Jaya, Umban Adi; Albar, Fauzan Manafi; Priyana, Indarta; Mbunai, La Ode; Raspati, Galih
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1039

Abstract

The development of digital technology has prompted companies to adopt digital systems in order to enhance operational efficiency and employee performance. However, adaptation to digitalization does not always have a direct impact on productivity, especially in the context of the retail industry which demands high discipline and adherence to work procedures. This study aims to analyze the influence of company system digitalization and work discipline on employee performance, as well as to evaluate the role of work discipline as a mediating variable in the context of the retail industry in Cibitung. This study uses a quantitative approach with path analysis method. Data were collected through online questionnaires distributed to 100 employees selected using purposive sampling. The results of the analysis indicate that the digitalization of company systems does not directly impact employee performance in a significant way. However, digitalization does have a beneficial and significant effect on work discipline, which in turn has a positive and significant impact on employee performance. Although the role of work discipline as a mediator in the link between digitalization and performance may not be statistically significant, there are still signs of partial mediation. Based on these results, it can be concluded that just introducing digital technology is not sufficient; there needs to be additional focus on improving work discipline to fully optimize the effect on employee productivity. This research offers practical advice for retail managers, emphasizing the need to combine digital policies with discipline-strengthening tactics such as training, monitoring, and incentives to enhance performance.
Co-Authors AA Sudharmawan, AA Abidin, Bj Zaenal Ade Nurhayati Kusumadewi Aeni , Fira Fitullah Agustiansyah, Firly Ai Kartini Akbar, Tri Sanatha Wahyu Albar, Fauzan Manafi Amna Mawardi Andika Aryadinata Aryadinata Anugerah Nur Raya Atansah, Diah Azzahra, Wuchi Wulandari Bambang Somantri Ce Gunawan Chrisulianti, Rizki Cucu Hodijah Cucu Hodijah Diah Atansah Elin Herlina, Elin Elis Yulianti Fajar, Fitriani Farhan Hamdalah Febriyanti, Intan Rieke Febriyanti, Intan Rike Gagas Agassi Pangdugi Galih Raspati Gusyana, Dadang Hamdalah, Farhan hamdallah, farhan Handayani, Sri Hasari, Diar Hasti Pramesti Kusnara Hasti Pramesti Kusnara Herdiani, Herni Herni Herdiani Intan Rike Febriyanti Ira Astira Kusnara, Hasti Pramesti Leni Aniyati Maria, Santi Mariati Tirta Wiyata Martha Adini Salim Maryani Maryani Maryani Maryanto, Toni Maulana, M Afrizal Mbunai, La Ode Melda Yunita Mochamad Fauzi Pebriana Gumilar Mochammad Rifqi Fatwa Mulfi Sandi Yuda Mutiara, Ananda Neng Siti Hamidah Novita Risnawati Novitasari, Yuli Nur Asiah Nur Asiah Pitaloka, Diah Pitriyani, Amelia Pramesti, Hasti Priyana, Indarta Putri, Fajrin Ririn Raruna, Tegarini Woro Cita Riani Winarni Rikhe, Intan Risnawati, Novita Rizki Chrisulianti Rizki Chrisulianti Robert Roya Salih, Martha Adi Salsabil, Syifa Hanifa Salsabila, Neng Mutiara Santun Insan Bagja septiani Sherra Adistiana Rizki Utami Sifa Wajhillah Siti Ashfiasari Siti Nurjanah Siti Rahayu Sri Mulyati Sri Sinta Rahmawati Tesa Amellia Tiara Cantika Putri Toni Maryanto Utari, Ayu Viska Agustiani Widia Sriningsih Wijaya, Bambang Somantri Wijaya, Zeffanya Radhael Wijaya, Zeffanya Raphael Winarni, Riani Wuchi Wulandari Azzahra Wulandari, Dwiwahjuni Yayan Sugiarto Yilldiza, Rievha Soraya Yuyun Yuniati Yuningsih Zeffanya Rafhael Wijaya Zulkarnain Zulkarnain Zulkarnain Zulkarnain