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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) YUME : Journal of Management Cakrawala Repositori Imwi Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) Jurnal Abdimas Bina Bangsa Jurnal Pengabdian Masyarakat (ABDIRA) Golden Ratio of Marketing and Applied Psychology of Business International Journal of Economics (IJEC) International Journal of Multidisciplinary Sciences and Arts Journal of Artificial Intelligence and Digital Business The Eastasouth Management and Business Priviet Social Sciences Journal Indonesian Journal of Multidisciplinary on Social and Technology Synergy : Jurnal Ilmiah Multidisiplin Baashima: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Cantaka: Jurnal Ilmu Ekonomi dan Manajemen MBA Journal – Management, Business Administration, and Accounting Journal
Mulfi Sandi Yuda
Universitas Sains Indonesia
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Social Sciences Other

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Transformasi Digital dalam Strategi Branding UMKM Lokal: Studi Kasus Dodol Betawi di Kabupaten Bekasi Sandi Yuda, Mulfi; Afrizal Maulana, Mochamad; Muchsam, Yoki; Wahyu Akbar, Tri Sanatha; Raspati, Galih
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 3 (2025): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i3.3977

Abstract

Traditional SMEs based on local culture face significant challenges in adopting digital transformation, particularly in developing adaptive branding strategies in the digital economy era. This research addresses the urgency of bridging the digital literacy gap and cultural understanding in the marketing strategies of Betawi dodol SMEs in Bekasi Regency. The primary objective of this study is to analyse how local entrepreneurs understand, adopt, and implement digital branding within the social and cultural context of Betawi. The research methodology employs a qualitative approach with an intrinsic case study, utilising semi-structured interviews, participatory observation, and visual documentation of Betawi dodol entrepreneurs in Ceger. The research findings indicate that the digital transformation of these SMEs remains sporadic, has not been structured as a comprehensive branding strategy, and relies more on social relationships and product quality. Brand identity is built organically through consumption experiences and local cultural values. The implications of this research highlight the importance of community-based mentoring and strengthening digital branding literacy rooted in local wisdom as a strategy for sustainable SME empowerment.
Leverage, Profitabilitas, Ukuran Perusahaan dan Intellectual Capital Terhadap Nilai Perusahaan F&B di BEI (2020-2024) Fitriani, Suci; Sandi Yuda, Mulfi; Hardianto, Ade Manggala; Novitasari, Yuli
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 3 (2025): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i3.3970

Abstract

This study aims to examine the effect of Leverage, Profitability, Firm Size, and Intellectual Capital on Firm Value in manufacturing companies within the Food and Beverage subsector listed on the Indonesia Stock Exchange during 2020–2024. A quantitative method was employed using secondary data obtained from annual financial reports. Multiple linear regression analysis was performed, including classical assumption tests, F-test, t-test, and coefficient of determination (R²). The results show that simultaneously the four independent variables significantly influence firm value. Partially, Firm Size has a negative and significant effect, while Leverage, Profitability, and Intellectual Capital have no significant effect. The coefficient of determination (R²) of 0.095 indicates that the model explains only 9.5% of the variation in firm value, with the remaining 90.5% influenced by other factors. These findings highlight the importance of managing firm size and strategically utilizing intellectual capital to enhance firm value.
Penilaian Rasio Keuangan, Pertumbuhan Penjualan Dan Tren Dalam Mengukur Kinerja Keuangan Pt. Cisarua Mountain Dairy Tbk Periode 2021–2024 Ayu, Heliana widya; Mulfi Sandi Yuda; Hardianto, Ade Manggala; Novitasari, Yuli
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 3 (2025): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i3.3989

Abstract

Financial statements are essential nstruments for assessing a company’s condition and performance. This study aims to analyze the financial performance of PT Cisarua Mountain Dairy Tbk (Cimory) for the period 2021–2024 using a descriptive quantitative method through financial ratio and trend analysis. The results show a very high level of liquidity, with an average current ratio of 438.74% and quick ratio of 505.60%, although the cash ratio declined sharply from 433.41% (2021) to 92.09% (2024). Solvency ratios ndicate a healthy condition, with an average Debt to Assets Ratio of 16.47% and Debt to Equity Ratio of 19.40%, reflecting the dominance of equity n the capital structure. Profitability s also strong, with a Net Profit Margin of 17.18%, Return on nvestment of 16.33%, and Return on Equity of 20.10%, providing positive signals for nvestors. Sales growth slowed significantly from 119.97% (2021) to 16.12% (2024), while trend analysis shows ncreases n assets, sales, and net ncome, though accompanied by rising costs that suppressed margins. Overall, Cimory demonstrates solid financial performance, but needs to anticipate declining liquidity and slowing growth through efficiency and nnovation strategies.
Marketing Mix and Green Marketing Effects on MSME Customer Loyalty through Value and Satisfaction Raspati, Galih; Yuningsih, Yuyun Yuniati; Maulana, Afrizal; Yuda, Mulfi Sandi; Muchsam, Yoki
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7546

Abstract

The rapid growth of healthy food micro, small, and medium enterprises (MSMEs) in Indonesia is driven by increasing consumer awareness of health and environmental sustainability. Nevertheless, intense competition and low switching costs pose challenges for MSMEs in sustaining long-term customer loyalty. This study aims to examine the effects of the marketing mix (7P) and green marketing on customer loyalty, with perceived value and customer satisfaction as mediating variables. A quantitative research design with a cross-sectional survey approach was employed. Data were collected from customers of healthy food MSMEs in Bekasi using structured questionnaires. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both direct and indirect relationships among variables. The results indicate that the marketing mix (7P) and green marketing have significant positive effects on perceived value, customer satisfaction, and customer loyalty. Perceived value and customer satisfaction also significantly influence customer loyalty and partially mediate the relationships between marketing mix, green marketing, and loyalty. These findings suggest that integrating conventional marketing strategies with sustainability-oriented practices is essential for enhancing customer loyalty in healthy food MSMEs. This study contributes to the literature by proposing an integrated model that combines marketing mix and green marketing in explaining customer loyalty, particularly within a developing-country and peri-urban context. Practically, the findings highlight the importance of improving service quality, pricing transparency, and credible green practices to strengthen competitiveness and customer retention.
Determinants of Purchase Intention for Subsidized Housing in Flood-Prone Areas: Evidence from Bekasi Regency Maulana, Mochamad Afrizal; Yuda, Mulfi Sandi; Muchsam, Yoki; Raspati, Galih
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7760

Abstract

The subsidized housing sector in Indonesia, implemented through the Housing Financing Liquidity Facility (FLPP) program, plays a crucial role in improving access to adequate housing for low-income households by offering affordable prices and long-term financing schemes. However, the realization of subsidized housing in Bekasi Regency has declined sharply, from 20,004 units in 2022 to 13,908 units in 2024, representing a decrease of 30.5 percent. This trend indicates a weakening of purchase intention, suggesting that affordability alone is insufficient to sustain demand. This study aims to examine the effects of subsidized housing price, perceived flood risk, infrastructure quality, and building quality on housing purchase intention within the FLPP program in Bekasi Regency. A quantitative explanatory approach was applied using primary data collected through structured questionnaires from 100 respondents consisting of residents and prospective buyers of FLPP housing. Multiple linear regression analysis was employed to assess both partial and simultaneous effects of the independent variables. The results indicate that subsidized housing price, infrastructure quality, and building quality have positive and significant effects on housing purchase intention. Conversely, perceived flood risk has a negative and significant effect, indicating that higher flood risk perceptions reduce buyers’ willingness to purchase subsidized housing. These findings suggest that purchase intention is influenced by a comprehensive evaluation of affordability, environmental safety, and physical housing conditions. Therefore, improving flood risk mitigation and infrastructure quality, alongside maintaining affordable prices, is essential for enhancing the sustainability and effectiveness of subsidized housing programs.
Peran E-HRM dalam Meningkatkan Praktik Green HRM: Studi tentang Kinerja Organisasi Berkelanjutan di Era Digital Muchsam, yoki; Yoki Muchsam; , Galih Respati; Mulfi Sandi Yuda; Mochamad Afrizal Maulana
E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Vol 18 No 2 (2025): JURNAL ILMIAH EKONOMI DAN BISNIS
Publisher : LPPM Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e-bisnis.v18i2.2602

Abstract

Digital transformation and sustainability demands are driving the need for the integration of E-HRM and Green HRM to achieve sustainable organizational performance. This integration serves as a solution to the challenges of resource efficiency, carbon footprint reduction, and enhanced employee engagement in the digital era. This research aims to analyse the role of E-HRM in enhancing Green HRM practices and its impact on sustainable organizational performance. The research methodology employs a Systematic Literature Review (SLR), utilising the Scopus database, with selection based on inclusion-exclusion criteria, data extraction, and thematic analysis of selected journals. The anticipated impact of E-HRM is its support for Green HRM through the digitalization of HR processes that reduce resource usage, the establishment of digital platforms for environmental awareness, and data-driven impact measurement. The integration of both significantly enhances sustainable performance across three dimensions: environmental (a 20-30% reduction in carbon footprint), economic (15-25% cost savings), and social (30-40% increase in employee engagement). Key implementation factors include technological readiness, management commitment, and alignment with ESG strategies. This research contributes a conceptual framework for the integration of E-HRM and Green HRM, along with practical recommendations for achieving sustainable competitive advantage in the digital age.
Digital Industry: Talent Mapping and Triple Helix Partnerships for Strengthening Services Exports Yoki Muchsam; Mochamad Afrizal Maulana; Cegunawan Cegunawan; Mulfi Sandi Yuda
The Eastasouth Management and Business Vol. 4 No. 02 (2026): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v4i02.852

Abstract

The digital industry is rapidly expanding and serves as a crucial driver of the global economy. However, developing countries like Indonesia are confronted with a significant digital talent gap and insufficient structured collaboration among government, industry, and academia, which hinders their competitiveness in the digital services export market. This study aims to review academic and policy literature on digital talent mapping and the Triple Helix model (government, industry, academia) as strategic tools to enhance digital services exports, particularly in emerging economies like Indonesia. Employing a systematic literature review (SLR) methodology, the study follows five phases: problem identification, literature search, inclusion and exclusion criteria, data extraction and synthesis, and thematic analysis, synthesizing insights from 25 publications dated between 2023 and 2025. The findings reveal that advanced economies have effectively integrated talent mapping with the Triple Helix model to foster growth in digital services exports. In contrast, Indonesia faces several challenges, including outdated curricula, a lack of integrated labor market data, and weak cross-sectoral coordination. The study highlights the necessity for further research to explore innovative solutions and collaborative frameworks that can address these challenges, ultimately enhancing Indonesia's capacity to compete in the global digital services market.
ANALISIS HARGA POKOK PRODUKSI TERHADAP PENENTUAN HARGA JUAL MAKANAN MENGGUNAKAN METODE FULL COSTING PADA KEDAI ES KEPO CABANG SILIWANGI KOTA SUKABUMI Renaldy Putra Pradipta; Mulfi Sandi Yuda; Herni Herdiani; Ade Munhiar; Fahrurrazi Fahrurrazi
MBA Journal – Management, Business Administration, and Accounting Journal Vol. 1 No. 01 (2024): MBA Journal – Management, Business Administration, and Accounting Journal
Publisher : Universitas Sains Indonesia Publishing

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Abstract

Harga pokok produksi memengaruhi keputusan perusahaan tentang banyak hal, seperti menerima atau menolak pesanan, membuat atau membeli bahan baku, dan lain-lain. Manajemen menggunakan informasi mengenai harga pokok produksi untuk menentukan harga jual produk tertentu. Oleh karena itu, biaya yang dikeluarkan perusahaan untuk membuat produk selesai dapat diperhitungkan untuk mendapatkan harga jual yang tepat dan masuk akal. Sehingga bisnis dapat bertahan dan membuat produk di tengah persaingan, penetapan harga jual harus dilakukan dengan benar dan akurat. Baik perubahan harga kecil maupun besar akan berdampak pada penjualan produk dalam jumlah besar. Karena itu, perusahaan harus mempertimbangkan banyak hal saat menetapkan harga jual. Jika ada kesalahan, perusahaan akan rugi. Metode analisis adalah analisis deskriptif kuantitatif. Ini digunakan untuk menjelaskan perhitungan dengan metode full costing untuk menentukan harga pokok produksi. Selanjutnya, data ini akan digunakan untuk menentukan harga jual produk. Pendekatan biaya akan menggunakan biaya dan pricing untuk menentukan harga jual. Biaya yang terlibat dalam proses produksi akan disajikan dalam rumus atau ide-ide yang dibuat dalam metode biaya penuh. Dari hasil analisis penguji, diketahui bahwa hasil perhitungan harga pokok produksi dengan metode biaya penuh memiliki keunggulan dibandingkan dengan metode yang dipilih perusahaan. Jadi, penetapan harga jual akan dipengaruhi oleh perhitungan harga pokok produksi menggunakan metode full costing. Selain itu, perusahaan belum memiliki cara untuk menentukan harga jual produknya.
EFFECTIVE MARKETING STRATEGIES IN THE FACE OF DECLINING SALES IN THE HOUSING INDUSTRY Mulfi Sandi Yuda; Uwen Abdul Faqih; Yoki Muchsam; M Afrizal Maulana
MBA Journal – Management, Business Administration, and Accounting Journal Vol. 1 No. 02 (2025): MBA Journal – Management, Business Administration, and Accounting Journal
Publisher : Universitas Sains Indonesia Publishing

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Abstract

Saat ini, persaingan dalam industri perumahan semakin ketat, sehingga perusahaan perlu memiliki strategi pemasaran yang tepat untuk mempertahankan dan meningkatkan volume penjualan. Indutri Peruahan Kota Sukabumi menghadapi tantangan serius berupa penurunan penjualan yang cukup signifikan akibat strategi pemasaran yang kurang optimal. Penelitian ini bertujuan untuk menganalisis dan menjelaskan strategi pemasaran yang digunakan perusahaan dalam meningkatkan volume penjualan, khususnya terkait perencanaan, implementasi, serta kendala yang dihadapi. Penelitian menggunakan metode kualitatif dengan teknik pengumpulan data berupa observasi, wawancara, dokumentasi, dan forum diskusi kelompok (FGD). Lokasi penelitian berfokus pada Indutri Peruahan Kota Sukabumi, dengan tujuh informan kunci meliputi direktur utama, direktur pemasaran, direktur keuangan, manajer logistik, manajer pelaksana, serta manajer pengawas. Analisis data dilakukan menggunakan triangulasi untuk memperoleh kesimpulan yang valid. Hasil penelitian menunjukkan bahwa perencanaan strategi sudah melibatkan konsultan ahli, tetapi belum didukung analisis SWOT. Implementasi strategi menggunakan pendekatan 4P (produk, harga, tempat, promosi), tetapi masih menghadapi kendala promosi dari pesaing. Data penjualan menunjukkan penurunan tajam pada Tahun 2024, yang menegaskan pentingnya perbaikan strategi pemasaran.
DAYA TARIK DISKON DAN MOTIVASI HEDONIS DALAM MENDORONG PEMBELIAN IMPULSIF FASHION WANITA DI KABUPATEN BEKASI Mochamad Afrizal Maulana; Heryani Kusuma; Yoki Muchsam; Mulfi Sandi Yuda
MBA Journal – Management, Business Administration, and Accounting Journal Vol. 1 No. 02 (2025): MBA Journal – Management, Business Administration, and Accounting Journal
Publisher : Universitas Sains Indonesia Publishing

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital, khususnya potongan harga (price discount) dan motivasi belanja hedonik (hedonic shopping motivations), terhadap perilaku pembelian impulsif konsumen wanita di toko fisik produk fashion di Kabupaten Bekasi.  Perubahan signifikan dalam perilaku konsumen, yang dipicu oleh faktor emosional dan pengalaman  berbelanja yang menyenangkan, mengindikasikan bahwa konsumen cenderung membeli produk secara impulsif ketika terpapar pada strategi pemasaran yang menarik. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, yang melibatkan 130 responden wanita yang telah berbelanja produk fashion di toko fisik di Kabupaten Bekasi. Pemilihan sampel dilakukan dengan teknik purposive sampling dan dihitung menggunakan rumus Lemeshow. Data yang terkumpul dianalisis menggunakan perangkat lunak SPSS versi 25 untuk menguji hubungan antara potongan harga, motivasi hedonik, dan perilaku pembelian impulsif. Hasil penelitian menunjukkan bahwa baik potongan harga maupun motivasi hedonik memiliki pengaruh positif yang signifikan terhadap pembelian impulsif, baik secara individual maupun bersamaan. Temuan ini menggarisbawahi pentingnya peran faktor emosional dan harga dalam merangsang keputusan pembelian yang tidak terencana. Implikasi dari hasil penelitian ini dapat digunakan oleh pelaku bisnis di sektor fashion untuk merancang strategi pemasaran yang lebih efektif, yang dapat mendorong konsumen untuk melakukan pembelian impulsif. Dengan memahami faktor-faktor yang mempengaruhi perilaku konsumen wanita, perusahaan dapat mengoptimalkan strategi promosi untuk meningkatkan penjualan di toko fisik. Penelitian ini juga diharapkan dapat memberikan kontribusi pada literatur mengenai pembelian impulsif, khususnya dalam konteks produk fashion dan toko fisik.
Co-Authors , Galih Respati AA Sudharmawan, AA Abydh Oktora Ade Manggala Hardianto, Ade Manggala Ade Munhiar Akbar, Tri Sanatha Wahyu Antin Livia Saputri Ayu, Heliana widya Ce Gunawan Cucu Hodijah Elis Yulianti Fahrurrazi Fahrurrazi Febrianti, Intan Rieke Galih Raspati Herni Herdiani Heryani Kusuma IKE RACHMAWATI Iskandar, Dian Kristanto, Harys Lia Amelia LUTHFIA NISA RAMADHANI M Afrizal Maulana Mariati Tirta Wiyata Maulana, M Afrizal Mochamad Afrizal Maulana Mohammad Afrizal Maulana Muchsam, Yoki Novitasari, Yuli Nurdiana, Bayu Prastiyo Putri, Silva Diana Rahmawati Rahmawati Renaldy Putra Pradipta Reza, Yolandita Angga Rizki Chrisulianti Subhanudin Subhanudin Suci Fitriani, Suci Sugihartto Sugihartto Tri Sanatha Wahyu Akbar Umban Adi Jaya Uwen Abdul Faqih Vania Utamie Subiakto Wahyu Kurniawan Winarni, Riani Yudha, Awaludin Yulianti , Elis Yulianti, Elis Yulistriani, Nur Yuningsih, Yuyun Yuniati Yuyun Yuniati Yuningsih Zeffanya Rafhael Wijaya