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PENDAMPINGAN BRANDING UMKM MELALUI SOSIAL MEDIA DAN DESAIN KEMASAN DALAM UPAYA PENINGKATAN KINERJA PEMASARAN PADA UMKM KERIPIK SINGKONG BU WATI Mardiana, Rina; Meilina, Dira; Octavia, Ade; Musnaini, Musnaini; Lubis, Tona Aurora; Solikhin, Agus
EJOIN : Jurnal Pengabdian Masyarakat Vol. 2 No. 6 (2024): EJOIN : Jurnal Pengabdian Masyarakat, Juni 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/ejoin.v2i6.2911

Abstract

This research aims to enhance the marketing performance of UMKM Keripik Singkong Bu Wati through assistance in branding using social media and packaging design. Keripik Singkong Bu Wati offers healthy cassava chips without preservatives in two flavors: original and sweet spicy. The main goal is to address branding and marketing challenges by focusing on product packaging development, assistance in business permit issuance, strategic market collaboration recommendations, and social media management. The methodology used includes needs analysis through interviews and direct observations, collaboration with a design team to create attractive packaging, and social media management training. The results of this study show significant improvements in product packaging quality, legal compliance, market access, and active presence on social media. These improvements have led to increased competitiveness and business growth for UMKM Keripik Singkong Bu Wati. In conclusion, the branding and marketing strategies implemented in this research have had a positive impact on the visibility and market reach of Keripik Singkong Bu Wati, strengthening relationships with consumers. This approach can be applied to other UMKMs to help them thrive in a competitive market.
The Mediating Effect of Organizational Justice, Commitment and Motivation against the National Police Leadership on the Regional Police Personnel Milasari, Roza; Yacob, Syahmardi; Lubis, Tona Aurora
ADPEBI International Journal of Business and Social Science Vol. 3 No. 2 (2023)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (Adpebi)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijbs.v3i2.760

Abstract

The research aims to examine the mediating effects of organizational justice, commitment and motivation toward National Police leadership on the performance of police personnel. In this study, the questionnaires were distributed to 136 respondents, throughout the cities and districts in Jambi Province, and then the data were collected and analyzed using SEM-PLS 4.0. The research results show that improved performance police personnel is strongly influenced by the leadership style of the police, both directly and indirectly, emphasizing the importance of organizational justice, the implemented commitment and the built motivation which can mediate the relationship between the leadership and performance of the police. Therefore, police leaders must be aware of the needs of police members that through organizational justice members have confidence, which will build their commitment in performing their duties, greatly motivate the police officers. The police leadership style will drive to good performance.
PENGARUH KEMUDAHAN, MANFAAT, KETERSEDIAAN FITUR TERHADAP PENGGUNAAN LAYANAN MOBILE BANKING DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (STUDI KASUS MAHASISWA STRATA-1 MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS JAMBI) Liu, Tri Supryjadi; Lubis, Tona Aurora; Zulkifli, Zulkifli
Jurnal Dinamika Manajemen Vol. 13 No. 2 (2025): Jurnal Dinamika Manajemen
Publisher : Prodi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jdm.v13i2.26102

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Kemudahan, Manfaat, Ketersdiaan Fitur terhadap Penggunaan Layanan Mobile Banking dengan Kepercayaan sebagai Variabel Mediasi. Objek pada penelitian ini adalah mahasiswa Strata-1 Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi. Teknik sampling yang digunakan adalah purposive sampling. Sampel dalam peneliti adalah sebanyak 284 Responden dengan penentuan jumlah sampel berdasarkan rumus Isaac & Michael. Teknik analisis yang digunakan dalam penelitian ini adalah teknik analisis statistik deskriptif dan SEM-PLS yang dijalankan menggunakan aplikasi SmartPLS 3. Hasil penelitian ini menunjukan bahwa manfaat, ketersediaan fitur, kepercayaan berpengaruh signifikan terhadap penggunaan layanan mobile banking sedangkan kemudahan tidak berpengaruh signifikan terhadap penggunaan layanan mobile banking. Kepercayaan berpengaruh signifikan sebagai variabel mediasi antara kemudahan, manfaat dan ketersediaan fitur terhadap penggunaan layanan mobile banking.
PENGARUH EFIKASI DIRI DAN KREATIVITAS TERHADAP MINAT BERWIRAUSAHA YANG DIMEDIASI OLEH MOTIVASI BERWIRAUSAHA PADA MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS JAMBI Rasmi, Muhammad Putra; Ihsan, Moh; Lubis, Tona Aurora
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.6057

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh efikasi diri dan kreativitas terhadap minat berwirausaha, serta menguji peran mediasi motivasi berwirausaha pada mahasiswa Pendidikan Ekonomi Universitas Jambi. Latar belakang penelitian ini didasarkan pada fenomena rendahnya tingkat implementasi minat berwirausaha di kalangan mahasiswa, meskipun secara teoritis menunjukkan ketertarikan tinggi terhadap kewirausahaan. Efikasi diri dan kreativitas diidentifikasi sebagai dua faktor psikologis utama yang diyakini mampu membentuk motivasi internal dan minat dalam menjalankan aktivitas kewirausahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan desain explanatory research. Teknik analisis yang digunakan adalah analisis jalur (path analysis) untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa efikasi diri dan kreativitas berpengaruh positif dan signifikan terhadap motivasi berwirausaha. Selanjutnya, motivasi berwirausaha juga berpengaruh positif terhadap minat berwirausaha. Selain itu, motivasi terbukti menjadi variabel mediasi parsial antara efikasi diri dan kreativitas terhadap minat berwirausaha. Temuan ini memberikan kontribusi teoritis dalam memahami mekanisme psikologis pembentukan minat berwirausaha dan memberikan implikasi praktis bagi pengembangan kurikulum kewirausahaan di perguruan tinggi. Rekomendasi diberikan agar institusi pendidikan lebih menekankan penguatan efikasi diri dan kreativitas mahasiswa sebagai fondasi pembentukan jiwa kewirausahaan. Penelitian ini juga mendorong integrasi pendidikan kewirausahaan yang berbasis motivasi intrinsik untuk menciptakan generasi job creator yang adaptif dan inovatif.
COMPETITIVE ADVANTAGE IMPROVEMENT MODEL OF PT. BANK PEMBANGUNAN DERAH JAMBI THROUGH DIGITAL LEADERSHIP AND ORGANIZATIONAL CULTURE MEDIATED BY INNOVATIVE WORK BEHAVIOR Ayu Anggraini; Fitriaty; Lubis, Tona Aurora
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.41922

Abstract

This research aims toanalyzing the influence of digital leadership and organizational culture on the competitive advantage of Bank Jambi, through innovative work behavior. The research sample used was 242 respondents, taken using a simple random sampling technique. The types of data collected include primary data in the form of questionnaires on digital leadership, organizational culture, innovative work behavior, and competitive advantage, as well as secondary data in the form of other publications such as; books, journals and other documents related to the topic of this research. The data that has been collected is then analyzed using descriptive statistical analysis methods and verification analysis in the form of Partial Least Square (PLS). The results of the direct effect analysis prove that; (1) digital leadership and organizational culture directly have a significant effect on innovative work behavior, (2) digital leadership, organizational culture, and innovative work behavior directly have a significant effect on competitive advantage, (3) digital leadership indirectly has a significant effect on competitive advantage, through innovative work behavior, and (4) organizational culture indirectly has a significant effect on competitive advantage, through innovative work behavior. The results of this study have implications for efforts to improve innovative work behavior and competitive advantage of Bank Jambi, through a more adaptive corporate culture, as well as improving the quality of digital leadership, especially in terms of change management competency
ASSESSING THE IMPACT OF CONTENT MARKETING, INFLUENCER MARKETING, AND ELECTRONIC WORD OF MOUTH ON SUBSIDIZED HOUSING PURCHASE DECISIONS: THE MODERATING EFFECT OF E-WOM Budi Susanto; Yacob, Syahmardi; Lubis, Tona Aurora
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.44443

Abstract

This study aims to examine the influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (e-WOM) on purchase decisions for subsidized housing, as well as to evaluate the moderating role of e-WOM in the relationship between digital marketing strategies and consumer purchasing decisions. The research was conducted at PT. Digdaya Cipta Harjita, involving 190 respondents who had purchased subsidized housing in Jambi City and Muaro Jambi Regency. Employing a quantitative approach with Partial Least Square-Structural Equation Modeling (PLS-SEM), the results indicated that Content Marketing (β = 0.125; T = 2.117; p = 0.036), Influencer Marketing (β = 0.261; T = 3.195; p = 0.002), and e-WOM (β = 0.254; T = 3.012; p = 0.003) have a positive and significant impact on purchase decisions. Furthermore, e-WOM demonstrates a significant negative moderating effect on the relationship between Content Marketing and purchase decisions (β = –0.153; T = 2.314; p = 0.022), and a positive moderating effect on the relationship between Influencer Marketing and purchase decisions (β = 0.161; T = 2.067; p = 0.040). The model's R-square value of 0.267 indicates that the proposed variables explain 26.7% of the variance in purchasing decisions. These findings suggest that the effectiveness of digital marketing strategies in promoting subsidized housing is influenced not only by the quality of content and social influence but also by consumer perceptions shaped through digital word-of-mouth interactions, highlighting the critical role of online reputation management in enhancing marketing outcomes.
PENGARUH EKSPEKTASI PENDAPATAN, PENGETAHUAN KEWIRAUSAHAAN DAN MINDSET WIRAUSAHA TERHADAP MINAT BERWIRAUSAHA PEGAWAI NEGERI SIPIL BADAN PENGELOLAAN KEUANGAN DAN PENDAPATAN DAERAH PROVINSI JAMBI Rosadi, Ichsan; Yacob, Syahmardi; Lubis, Tona Aurora
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.44840

Abstract

This study investigates the influence of income expectations, entrepreneurial knowledge, and entrepreneurial mindset on entrepreneurial intention among civil servants at the Regional Revenue and Financial Management Agency (BPKPD) of Jambi Province, Indonesia. Employing a quantitative approach with a descriptive-verificative design, the research utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, processed using SmartPLS 3.0. Data were collected through structured questionnaires from a purposive sample of 156 respondents, determined using Slovin's formula from a total population of 296. The findings reveal that all three independent variables exert a statistically significant and positive effect on entrepreneurial intention. Income expectation (β = 0.302; t = 3.161; p < 0.01), entrepreneurial knowledge (β = 0.937; t = 9.754; p < 0.001), and entrepreneurial mindset (β = 0.347; t = 3.079; p < 0.01) significantly contribute to shaping entrepreneurial interest among civil servants. The model demonstrates a high explanatory power with an R-squared value of 0.976, indicating that 97.6% of the variance in entrepreneurial intention is explained by the model. These results underscore the importance of fostering entrepreneurial literacy, realistic income expectations, and a proactive entrepreneurial mindset in encouraging civil servant engagement in entrepreneurship. The study contributes to the literature by addressing a research gap concerning public sector entrepreneurship and provides practical implications for policy formulation aimed at promoting entrepreneurial development among state employees.
Penguatan UMKM Kue Tradisional di Kota Jambi melalui Optimalisasi Kemasan Produk dan Pengelolaan Keuangan Usaha: Pengabdian Tona Aurora Lubis; Agus Solikhin; Ida Masriani; Ade Perdana Siregar; Garry Yuesa Rosyid
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.2869

Abstract

Produk kue tradisional tidak hanya memiliki nilai budaya dan kearifan lokal, tetapi berpotensi untuk dikembangkan menjadi komoditas unggulan daerah. UMKM kue tradisional di Kota Jambi, khususnya di Kelurahan Olak Kemang Kecamatan Danau Teluk menghadapi berbagai tantangan yang menghambat pengembangan usahanya. Permasalahan utama pada aspek manajemen usaha, proses produksi, dan teknologi yang digunakan, terutama dalam pengemasan produk dan pengelolaan keuangan. Metode yang digunakan dalam pencapaian tujuan tersebut adalah metode sosial memberikan pelatihan kepada mitra mengenai peningkatan kemampuan manajerial dengan pelatihan pada aspek manajemen, aspek produksi dan aspek teknologi. Hasil dari kegiatan pengabdian ini memberikan peningkatan kemampuan dan keterampilan mitra dalam aspek manajemen, aspek produksi, dan aspek teknologi.
KINERJA UMKM DIDUKUNG OLEH ORGANIZATIONAL AGILITY : KEUNGGULAN KOMPETITIF SEBAGAI VARIABEL INTERVENING PADA USAHA KECIL KULINER DI KOTA JAMBI Aprecia, Mitha Talitha; Adriani, Zulfina; Lubis, Tona Aurora
Jurnal Manajemen Terapan dan Keuangan Vol. 14 No. 03 (2025): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v14i03.45235

Abstract

ABSTRAK Tujuan penulisan penelitian ini untuk mengetahui Kinerja UMKM didukung oleh Organizational Agility dengan Keunggulan Kompetitif sebagai Variabel Intervening pada Usaha Kecil Kuliner di Kota Jambi. Pengumulan data dilakukan melalui penyebaran kuesioner dengan skala likert terhadap 100 pelaku usaha kecil kuliner di Kota Jambi. Teknik pengujian data yang digunakan meliputi uji validitas, uji reliabilitas, uji R-Square, uji Q-Square, uji hipotesis dan uji mediasi dengan bantual SmartPLS 4. Hasil penelitian menunjukkan bahwa organizational agility berpengaruh positif dan signifikan terhadap kinerja UMKM pada usaha kecil kuliner di Kota Jambi, organizational agility berpengaruh positif dan signifikan terhadap keunggulan kompetitif pada usaha kecil kuliner di Kota Jambi, keunggulan kompetitif memiliki pengaruh positif dan signifikan terhadap kinerja UMKM pada usaha kecil kuliner di Kota Jambi, organizational agility memiliki pengaruh positif dan signifikan terhadap kinerja UMKM di Kota Jambi dengan keunggulan kompetitif sebagai variabel intervening. Bagi usaha kecil kuliner di Kota Jambi diharapkan selalu menjaga kinerja dengan selalu meningkatkan kelincahan organisasi dalam menghadapi perubahan pasar dan meningkatkan keunggulan kompetitif. Bagi peneliti selanjutnya diharapkan dapat mengembangkan ke variabel-variabel lain yang didigua dapat mempengaruhi kinerja UMKM. Kata Kunci : Organizational agility, kinerja UMKM, keunggulan kompetitif ABSTRACT The purpose of this research is to analyze the performance of MSMEs supported by Organizational Agility, with Competitive Advantage as an intervening variable in small culinary businesses in Jambi City. Data collection was conducted through a questionnaire survey using a Likert scale on 100 small culinary business owners in Jambi City. The data testing techniques used included validity testing, reliability testing, R-Square testing, Q-Square testing, hypothesis testing, and mediation testing with the assistance of SmartPLS 4. The results of this study indicate that: Organizational agility has a positive and significant impact on the performance of MSMEs in small culinary businesses in Jambi City. Organizational agility has a positive and significant impact on competitive advantage in small culinary businesses in Jambi City. Competitive advantage has a positive and significant impact on the performance of MSMEs in small culinary businesses in Jambi City. Organizational agility has a positive and significant impact on MSME performance in Jambi City, with competitive advantage as an intervening variable. For small culinary businesses in Jambi City, it is recommended to maintain performance by continuously improving organizational agility in responding to market changes and enhancing competitive advantage. Future researchers are expected to explore other variables that may influence MSME performance. Keywords : Organizational agility, MSME Performance, Competitive Advantage
Pengaruh Kompensasi terhadap Implementasi Entrepreneurial Government dan Kinerja Aparatur Sipil Negara pada Dinas Kehutanan Provinsi Jambi Octora, Shinta; Lubis, Tona Aurora; Indrawijaya, Sigit
Ekonomis: Journal of Economics and Business Vol 9, No 2 (2025): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i2.2376

Abstract

This study aims to analyze the effect of compensation on the implementation of the Entrepreneurial Government concept and the performance of State Civil Apparatus (SCA) at the Jambi Provincial Forestry Service. This study used a quantitative approach with a survey method. Primary data were obtained through questionnaires distributed to 74 respondents, consisting of SCA within the Jambi Provincial Forestry Service. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that compensation has a positive and significant effect on the implementation of Entrepreneurial Government and the performance of SCA. Furthermore, the implementation of Entrepreneurial Government has been shown to significantly improve the performance of SCA.
Co-Authors . Moeljadi . Zulkifli Addion Nizori Ade Erma Suryani Ade Octavia Ade Octavia Ade Octavia Afkari, Nabilah Afrizal Agil Muharya Agus Sholikhin Agus Solikhin Agus Solikhin, Agus Agus Syarif Albetris, Albetris Aliyardi, Aliyardi Amri Amir Amri Amir Aprecia, Mitha Talitha Arief Prasetyo Asep Machpuddin Asep Machpudin Asih Retno Pungki Ayu Anggraini Aziexho Vornandes Besse Wediawati Budi Susanto Cindy Larasati Dewi , Erwita Dhimas Kurniawan Djumahir Djumahir Efi Herawati Elliyana, Dessy Enggar Diah P.A Enggar Diah Puspa Arum Enjanita, Sanci Erwita . Erwita Dewi Firmansyah . Firmansyah Firmansyah Firmansyah Firmansyah Firmansyah Firmansyah Firmansyah Firmansyah Firmansyah Firmansyah Fitri Chairunnisa Fitri Eka Wahyui Fitriaty Fitriaty, Fitriaty Garry Yuesa Rosyid Hardiani Hardiani Hendriyaldi Ida Masriani Ida Masriani, Ida Ira Febrianti Iskandar Iskandar Jhon Riahman Sinaga Jihan, Salsandra Johannes johannes johannes Junaidi Junaidi Junaidi Junaidi Levi Febri Damayanti Liu, Tri Supryjadi Luthfi Anan , Fatih M, Zulkifli M. Syurya Hidayat Made Sudarma Maryati Ningsih Maryati Ningsih Maryati Ningsih Maryati Ningsih Maryati Ningsih Meilina, Dira Milasari, Roza MISMIWATI, MISMIWATI MISMIWATI Moh Ihsan Muhammad Haris Saputra Muhammad Safri Mukhzarudfa Mukhzarudfa, Mukhzarudfa Mulia Inda Purwati Munawar - Ismail musnaini musnaini Musnaini Musnaini NAJMI FUL HANIF Nilamsari, Nurul Ningsi Trilianah Ningsih, Maryati NORIA SAPUTRI Novita Sari Novita Sari Novita Sari Octora, Shinta Raja Bastian Kristanto Raja Penungkunen Surbakti Raja Sarah Rasmi, Muhammad Putra Rendi Aditya Alfanza Rike Setiawati Riman Abimayu Rina Mardiana Rina Nurarifah Rohsalin Belle Romauly Manihuruk Rosadi, Ichsan Saiful . Shadiq, Annurusshadiq Sholihat, Iis Sigit Indrawaijaya Sigit Indrawijaya Siregar, Ade Perdana Sry Rosita Sry Rosita Steven Kurniawan Suhairi, Khairul Sumantri Sumantri Sumarni Sumarni Sutan Adil Hendra syahmardi yacob Syahmardi Yacob Syamsurijal Tan TITIN HARTINI Ubud Salim Utama, Ahmad Nur Budi Wawan Anggara Widiastuti, Fitri Widyanti Fitri Wirmie Eka Putra Yayuk Sriayudha Yosi Fadhillah YULHASMIDA YULHASMIDA Yuliarnita Zarkani Zarkani Zuhratul Aulia Zulfina Adriani Zulkifli Zulkifli Zulkifli Zulkifli