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All Journal Jurnal Bisnis dan Manajemen Jurnal Pendidikan Ekonomi (JURKAMI) Jurnal Investasi Islam
Budi Prabowo
Universitas Pembangunan Nasional "Veteran" Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH PRODUCT PLACEMENT KOPIKO TERHADAP PURCHASE INTENTION MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI Vindha Fajar Ethika; Sonja Andarini; Rusdi Hidayat Nugroho; Budi Prabowo
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 7, No 2 (2022): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v7i2.1749

Abstract

The increasing number of viewers for Korean dramas is an opportunity for companies to collaborate and promote and advertise their products. South Korean companies take advantage of the popularity of Korean dramas to advertise their products by including products in dramas. This study aims to analyze and examine the effect of placing Kopiko candy products in Korean dramas on buying interest with brand awareness as a mediating variable. This research is included in the type of quantitative research through a descriptive approach. The population that is the target of this research is the people of Surabaya who have watched or been exposed to the Korean drama “Vincenzo” and or “Hometown Cha-cha-cha”, from that population, 100 samples of respondents were taken. For the sampling technique, the researcher uses a purposive sampling technique which is included in the non-probability sampling method. Meanwhile, in the data analysis technique, the researcher used path analysis techniques, Sobel hypothesis testing techniques and t-test. The research that has been done has concluded that there is a positive and significant influence between Product Placement on Kopiko's Purchase Intention in Surabaya through the Brand Awareness variable.
Revisiting The Marketing Mix In Digital Telecommunications: Analyzing The Factors Of Sales Instability In By.U Surabaya Assyaffa Maulida; Budi Prabowo
Jurnal Investasi Islam Vol. 11 No. 1 (2026): Jurnal Investasi Islam (JII)
Publisher : FEBI IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/jii.v11i1.14892

Abstract

This research aims to analyze the 4P marketing mix strategy in increasing the sales of by.U starter packs at PT Telekomunikasi Selular Surabaya. The research gap is identified through the phenomenon of unstable sales volume fluctuations and a significant decline in 2025, despite by.U’s implementation of an innovative digital telco concept targeting the youth segment. The methodology employed is descriptive research with a qualitative approach. Data were collected through in-depth interviews with management, direct sales staff, and consumers, supplemented by observation and documentation. Analysis was conducted using the interactive model and the evaluation of Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices within a  SWOT framework. Key empirical findings indicate that  the company’s strategic position lies in Quadrant I (Aggressive) with coordinate (1,60;1,37), signifying substantial internal strength to capture expansive digital market opportunities. The “Life On” product feature (no active period) and community-based promotional strategies, such as by.U Goes to School/Campus, proved to be critical factors in attracting purchasing interest. The novelty of this research lies in its in-depth analysis of the performance of Indonesia’s first end-to-end digital mobile service in facing the urban market saturation phase between 2019 and 2025. The practical contribution provided is a recommendation to strengthen customer retention strategies through specialized loyalty programs (renewal) and technical application performance improvements to maintain consistent sales stability amidst intense industrial competition.  
SWOT-Based Business Development Strategy for Increasing Sales Volume in Agro-Industrial MSMEs: A Case Study of Sumber Agung Farm, Bontang City Lailatul Zulfiah Kurniasari Rahmadani; Budi Prabowo
Jurnal Investasi Islam Vol. 11 No. 1 (2026): Jurnal Investasi Islam (JII)
Publisher : FEBI IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/jii.v11i1.14912

Abstract

This study aims to analyze the business development strategies implemented by Sumber Agung Farm MSME in increasing sales volume within a non-agrarian industrial region. Previous studies generally focused on promotional and marketing strategies, while studies discussing operational integration and customer-oriented services in supporting MSME sustainability remain limited. This study employed a qualitative descriptive approach using interviews, observation, documentation, and SWOT analysis through IFAS and EFAS matrices. The research involved ten informants consisting of one business owner, six employees, and three customers selected using purposive sampling. The findings indicate that internal raw material integration, product quality improvement, and door-to-door distribution services contributed to increasing sales volume and strengthening customer loyalty. Sales volume increased from 9,800 sacks in 2022 to 13,860 sacks in 2025. The SWOT analysis showed an IFAS score of 3.04 and an EFAS score of 3.01, indicating that the MSME was positioned in Quadrant I with strong growth opportunities through a growth-oriented strategy. This study contributes to MSME business strategy literature by emphasizing the importance of operational integration, internal resource management, and customer-oriented services in supporting business sustainability within non-agrarian industrial regions. Practically, the findings may serve as a reference for agro-industrial MSMEs in developing adaptive business strategies based on internal resource optimization and customer-oriented services.
The Effect of Internship Quality, Professional Competence, and Career Orientation on The Work Readiness of Internship Participants at State-Owned Enterprises in Surabaya Amanda Nur Azzahra; Budi Prabowo
Jurnal Bisnis dan Manajemen Vol. 13 No. 1 (2026): Jurnal Bisnis dan Manajemen Volume 13 Nomor 1 Tahun 2026
Publisher : Jurnal Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jbm.v13i1.17192

Abstract

This study examines how internship quality, professional competence, and career orientation shape the work readiness of interns within State-Owned Enterprises (SOEs) in Surabaya. The emergence of a competency gap and high rates of educated unemployment serve as the underlying urgency for this study, necessitating mature work readiness through quality internship experiences, professional competence mastery, and directed career orientation. This study is categorized as associative research using a quantitative approach. Adopting a quantitative-associative approach, the study utilized the Cochran formula to determine a representative sample of 196 participants, identified through purposive sampling Statistical evaluations were performed using a multiple linear regression model via SPSS version 26. The research findings confirm that internship quality, professional competence, and career orientation simultaneously exert a significant positive influence on work readiness. Furthermore, partial analysis reveals that each of these three factors contributes significantly and positively to the development of work readiness among SOEs interns in Surabaya. The coefficient of determination (R2) value of 50.4% indicates that the variation in work readiness can be explained by these three variables, while the remaining 49.6% is explained by other factors outside this research model. The implication of this study is that the management of SOEs in Surabaya needs to prioritize improving the quality of mentoring, honing technical competencies, and strengthening the career direction of interns as primary strategies for producing a job-ready workforce.
Co-Authors Acep Samsudin Ahmad Zaky N Amanda Nur Azzahra Andarini, Sonja Assyaffa Maulida Asyam Rafi Renardi Bintaniya Zakka Al-Madani Della Anzelia Sitanggang Dewi Rahmania Yulianti Lailatul Zulfiah Kurniasari Rahmadani Rusdi Hidayat Nugroho Vindha Fajar Ethika Wanda Noer Alichia