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All Journal Jurnal Bisnis dan Kewirausahaan Media Resonansi Pengabdian Masyarakat Optimal: Jurnal Ekonomi dan Manajemen
Nurul Sriminarti
Universitas Muhammadiyah Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENDAMPINGAN LEGALITAS DAN KEPATUHAN REGULASI UNTUK UMKM DODOL TRADISIONAL BANG EHZA Azizatul Munawaroh; Nurul Sriminarti; Oktaviana Purnamasari; Eloh Bahiroh
Media Resonansi Pengabdian Masyarakat Vol 1, No 2 (2025): Media Resonansi Pengabdian Masyarakat
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

UMKM memiliki peran strategis dalam meningkatkan perekonomian masyarakat. Namun, banyak pelaku UMKM yang masih menghadapi kendala dalam aspek legalitas dan kepatuhan regulasi, sehingga membatasi daya saing serta akses pasar. Kegiatan pengabdian ini bertujuan untuk memberikan pendampingan legalitas dan pemahaman regulasi kepada UMKM Dodol Tradisional Bang Ehza. Metode pelaksanaan meliputi sosialisasi, bimbingan teknis, dan asistensi pengurusan dokumen usaha, seperti Nomor Induk Berusaha (NIB), Pangan Industri Rumah Tangga (PIRT), serta pendaftaran merek dagang. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan pelaku UMKM mengenai pentingnya legalitas, serta tercapainya progres signifikan dalam pengurusan izin dan sertifikasi. Dengan demikian, kegiatan ini berkontribusi terhadap peningkatan kepercayaan konsumen, perluasan pasar, dan penguatan daya saing UMKM.Kata kunci : UMKM, legalitas usaha, regulasi, pendampingan, dodol tradisional
Social media marketing strategies for SMEs in Indonesia: A systematic literature review Fajar Adi Prakoso; Nurul Sriminarti
Jurnal Bisnis dan Kewirausahaan Vol 3 No 2 (2026): July
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/48ef1f06

Abstract

The rapid digital transformation in Indonesia has established social media marketing as a key tool for enhancing the competitiveness and performance of Small and Medium Enterprises (SMEs). This study conducts a systematic literature review using Scopus-indexed articles published from 2016 to 2025, with an exclusive focus on Indonesian SMEs. The objective is to synthesize empirical evidence, highlighting strategic patterns that contribute to the success of social media marketing. This review follows the PRISMA protocol, which encompasses article selection, screening, eligibility assessment, and thematic synthesis. The 7 studies reviewed cover various sectors such as food and beverages, retail, and the creative industries. Findings indicate that social media marketing significantly enhances brand awareness, customer engagement, and innovation capacity, particularly when integrated with an entrepreneurial orientation and digital literacy. Studies consistently show that SMEs utilizing social media for content marketing, crowdsourcing, and customer relationship management achieve higher marketing performance and sustainable growth. However, this review also identifies persistent barriers, including limited financial resources, inadequate technological skills, and strategic misalignment between digital initiatives and organizational goals. Practitioners are advised to design targeted training programs, financial incentives, and collaborative ecosystems that strengthen SMEs’ digital competitiveness. Future empirical studies are expected to integrate cross-sector and regional comparisons to capture Indonesia’s diverse SME landscape and support evidence-based policy development.
Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Keputusan Pembelian Konsumen pada Restoran Cepat Saji KFC Nazhmi Kamila Fajri; Nurul Sriminarti
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10695

Abstract

This study aims to assess the impact of brand image and service quality on consumer purchasing choices at KFC, addressing the research gap identified in several previous studies that examined these variables separately. This research adopts a quantitative approach using a structured questionnaire as the primary data collection instrument, which was distributed to 130 respondents selected based on predetermined criteria. The data collected from respondents were systematically analyzed and processed using the Statistical Package for the Social Sciences (SPSS) software to ensure accuracy and reliability of the results. The findings of this study indicate that brand image has a significant influence on consumer purchasing choices, demonstrating the importance of positive perceptions, brand recognition, and brand trust in shaping consumer behavior. In addition, service quality was also found to contribute significantly to purchasing decisions, highlighting the role of responsiveness, reliability, and customer satisfaction in the fast-food industry. These results suggest that strengthening brand image and consistently delivering standardized, high-quality service are crucial strategic efforts for KFC management to enhance customer loyalty and maintain a sustainable competitive advantage in a constantly changing and highly competitive market environment.
Pengaruh Kemudahan, Keamanan, dan Citra Merek terhadap Keputusan Pembelian pada Aplikasi Astro di Era Modern Jasica Nilmatullah; Nurul Sriminarti
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.12573

Abstract

This study aims to examine the impact of ease of use, security, and brand image on purchasing decisions regarding the Astro application in the modern era. A quantitative associative method was employed, utilizing a Likert-scale questionnaire for data collection. A purposive sampling technique—a type of non-probability sampling—was used to select 150 Astro application users in the Jabodetabek area. The study utilized a 1–5 Likert scale. Respondent criteria included being an Astro application user, having made at least three purchases within a month, and being aged 18–45. Collected data were processed using SPSS, covering validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that ease of use, security, and brand image all positively influence purchasing decisions. This is evidenced by the ease of use variable (X1), where the calculated t-value (3.209) exceeded the t-table value (1.976); the security variable (X2), with a calculated t-value (5.280) exceeding the t-table value (1.976); and the brand image variable (X3), with a calculated t-value (8.572) exceeding the t-table value (1.976). Consequently, all three research hypotheses were accepted. These findings demonstrate that higher levels of ease of use, better perceived security, and a more positive brand image for the quick-commerce application lead to greater consumer interest in making purchasing decisions on the Astro application.
Co-Authors Eloh Bahiroh Fajar Adi Prakoso Jasica Nilmatullah Munawaroh, Azizatul Nazhmi Kamila Fajri Oktaviana Purnamasari