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All Journal Business, Economics and Entrepreneurship Jurnal Ekonomi Perjuangan (JUMPER) Journal of Artificial Intelligence and Digital Business Journal Research of Social Science, Economics, and Management EKOBIMA Ekonomi Bisnis dan Manajemen JIMEK Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review
Rina Madyasari
Universitas Cipasung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Social Sciences Other

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Pengaruh Inovasi dan Orientasi Kewirausahaan terhadap Daya Saing UMKM Sektor Kuliner di Kecamatan Singaparna Arif Amril Mubarok; Yudi Setia Rachmanda; Alfin Nur Arifah; Rina Madyasari
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.12478

Abstract

This research aims to examine the effect of innovation and entrepreneurial orientation on the competitive advantage of food sector MSMEs in Kecamatan Singaparna, Kabupaten Tasikmalaya. Culinary MSMEs serve a crucial function within the Indonesian economy, accounting substantially for job creation as well as gross domestic product; nevertheless, numerous encounter obstacles in sustaining competitive advantage because of limited innovativeness and weak entrepreneurial orientation, particularly in semi-urban areas like Singaparna. The present investigation adopted a quantitative correlational design through a survey approach. Research data were gathered by means of standardized survey questionnaires employing a five-point Likert scale involving eighty-seven MSME entrepreneurs chosen through purposive sampling together with the Slovin formula. The collected data underwent multiple linear regression analysis utilizing IBM SPSS. The findings indicate that innovation exhibits a positive and substantial impact on market competitiveness, and entrepreneurial orientation also has a positive and significant effect on competitiveness. Together, these two variables explain 72.5% of the variance in MSME competitiveness (Adjusted R² = 0.725). These findings support Schumpeter’s Theory of Economic Development and Lumpkin & Dess’s Entrepreneurial Orientation Theory. Practically, the study implies that culinary MSME actors need to enhance product, process, marketing, and organizational innovation while strengthening innovative, proactive, risk-taking, autonomous, and aggressive behaviors to improve competitiveness. This research fills a contextual gap by focusing on a semi-urban district where such studies remain limited.”.
Pengaruh Content Marketing, Interactivity, dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Konsumen pada Digital Marketing Instagram UMKM Lolita di Padakembang, Tasikmalaya Eva Fauziah; Alfin Nur Arifah; Rina Madyasari; Ardhiansyah
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.11575

Abstract

The rapid growth of social media has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize Instagram as a digital marketing platform to enhance consumer purchasing decisions. This study aims to analyze the effects of Content Marketing, Interactivity, and Electronic Word of Mouth (e-WOM) on consumer purchasing decisions at UMKM Lolita in Padakembang, Tasikmalaya. This research employed a quantitative approach with a cross-sectional design involving 86 respondents selected through purposive sampling. Data were collected using a valid and reliable questionnaire and analyzed using multiple linear regression with SPSS 27. The results indicate that Content Marketing (β = 0.162; p = 0.047), Interactivity (β = 0.435; p = 0.000), and e-WOM (β = 0.374; p = 0.000) have positive and significant effects on consumer purchasing decisions. Among the independent variables, Interactivityhas the strongest influence on purchasing decisions. The research model explains 84.9% of the variance in purchasing decisions (Adjusted R² = 0.849). These findings suggest that improving digital interaction quality, managing customer reviews effectively, and delivering relevant content can serve as effective strategies for MSMEs to enhance consumer purchasing decisions through Instagram.
Co-Authors A Nur Rohman Agnia Hilya Zahira Alfin Nur arifah Alfin Nur Arifah Alfin Alfin Nurarifah Ardhiansyah Ardhiansyah Ardhiansyah Ardiansyah Ardiansyah Ardiansyah Arif Amril Mubarok Dheri Febiyani Lestari dheri Eva Fauziah ida nupus Nita Sulistiawati Nurherawati Nurherawati Puput Pitria Untung Eko Setyasari Viska Putria Ananda Winda Yulianti Yudi Setia Rachmanda