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All Journal Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Jurnal Bisnis dan Kewirausahaan Journal of Golden Generation Abdimas Journal of Research and Public Horizons GENTARA: Management and Accounting Research
Puji Rahmah
Universitas Lamappapoleonro
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Marketing Strategies for MSME Products in the Digital Era in Soppeng Regency Andi Jenni Indriakati; Puji Rahmah; Yusmuliani Yusmuliani
GENTARA: management and accounting research Vol. 1 No. 1 (2025): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This study examines digital marketing strategies employed by Micro, Small, and Medium Enterprises (MSMEs) in Soppeng Regency, South Sulawesi, during the digital era. Employing a qualitative descriptive method with surveys and in-depth interviews, the research reveals that while most MSMEs have adopted digital marketing primarily through social media the implementation remains basic and faces significant internal and external barriers, such as limited digital literacy and infrastructure. The study recommends structured training programs and improved internet access to enhance the digital competitiveness of local MSMEs
The Influence Of Transformational Leadership Style On Employee Performance At Bri Jennae Unit, Soppeng Regency Andi Jenni Indriakati; Nurul Irma Sari; Jesica Ayu Pamula; Asmini Asmini; Puji Rahmah; Wahyulis Hersya
GENTARA: management and accounting research Vol. 1 No. 1 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This study aims to determine the influence of transformational leadership style on employee performance at the BRI Jennae Unit, Soppeng Regency. This research employs a quantitative approach using a survey method. The population consists of all 13 employees of the BRI Jennae Unit, Soppeng Regency, with a saturated sampling technique applied. Data were collected through questionnaires using a Likert scale and analyzed using simple linear regression with the assistance of SPSS software. The results indicate that transformational leadership style has a positive and significant effect on employee performance, with a significance value of 0.001 (p < 0.05). This means that the better the implementation of transformational leadership style, the higher the employee performance at the BRI Jennae Unit, Soppeng Regency
The Influence of Transformational Leadership Style on the Performance of Posyandu Cadres in Labae Village Suhairi Suhairi; Andi wilda yanti; Andi Riska Rahmadani; Puji Rahmah
GENTARA: management and accounting research Vol. 1 No. 1 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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Posyandu cadres play a strategic role in supporting basic community health services, particularly for mothers and toddlers. However, the success of Posyandu activities is highly influenced by the quality of leadership implemented by the Posyandu manager or coordinator at the village level. This study aims to analyze the influence of transformational leadership style on the performance of Posyandu cadres in Labae Village. This research employs a quantitative approach using a survey method. The population of this study consists of all 45 Posyandu cadres in Labae Village; therefore, the sampling technique used is total sampling (census sampling). Data were collected through a Likert-scale questionnaire that had been tested for validity and reliability. Data analysis was conducted using simple linear regression and a partial test (t-test) with the assistance of SPSS software. The results indicate that transformational leadership style has a positive and significant effect on the performance of Posyandu cadres, with a significance value of less than 0.05. These findings demonstrate that leadership characterized by inspirational motivation, intellectual stimulation, and individualized consideration can enhance the responsibility, discipline, and service quality of Posyandu cadres
Factors of the Service Marketing Mix Considered by Students in Choosing a University (A Case Study at Universitas Lamappapoleonro Soppeng) Amrial Amrial; Puji Rahmah; Asnia Minarti; Surianti Surianti
GENTARA: management and accounting research Vol. 1 No. 1 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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Competition among universities is increasingly intense, making it essential to understand the factors that influence prospective students’ decisions. This study aims to analyze the factors of the service marketing mix considered by students when choosing Universitas Lamappapoleonro Soppeng. The research employs a quantitative approach with a descriptive-analytical design. The population consists of all active students at Universitas Lamappapoleonro Soppeng, and samples were selected using purposive sampling. Data were collected through questionnaires measuring students’ perceptions of service marketing mix elements, namely product, price, place, promotion, people, process, and physical evidence. Data analysis was conducted descriptively and inferentially using simple linear regression analysis. The results indicate that all elements of the service marketing mix significantly influence students’ university choice, with price, promotion, and people being the most dominant factors. These findings suggest that effective management of the service marketing mix can enhance the university’s attractiveness to prospective students and foster student loyalty
The Influence of Social Media Marketing on Consumer Purchasing Decisions at Wilietta Store in Soppeng Regency Puji Rahmah; Widia Widia; Nurul Awalia Ramadani; Asnia Minarti
GENTARA: management and accounting research Vol. 1 No. 2 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This study aims to analyze the effect of social media marketing on consumer purchasing decisions at Wilietta Store in Soppeng Regency. Wilietta Store is a fashion business targeting women, especially young people who are active on social media. The use of social media as a marketing tool is considered important in attracting consumer attention and influencing purchasing behavior. This research uses a quantitative approach with a survey method by distributing questionnaires to Wilietta Store consumers. The independent variable in this study is social media marketing, while the dependent variable is purchasing decisions. The data were analyzed using statistical techniques to determine the relationship and influence between variables. The results of the study show that social media marketing has a positive and significant effect on consumer purchasing decisions. This indicates that the better the social media marketing strategy implemented, the higher the likelihood of consumers making a purchase. Therefore, social media marketing is an important factor in increasing sales and attracting consumer interest in the fashion industry
Analysis of the Influence of Organizational Behavior on the Effectiveness of Digital Marketing Strategies in Improving Competitiveness at Nine Café & Resto, Soppeng Regency Asmini Asmini; Nur Aulia; Puji Rahmah; Wildayanti Wildayanti
GENTARA: management and accounting research Vol. 1 No. 2 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This study aims to analyze the impact of organizational behavior on the effectiveness of digital marketing strategies in enhancing competitiveness at Nine Cafe & Resto in Soppeng Regency. In today’s competitive business environment, digital marketing has become a critical tool for improving customer engagement and increasing market visibility. However, the success of digital marketing strategies depends not only on the technology used but also on the organizational culture that supports its implementation. The research employs a mixed-method approach, combining qualitative interviews with management and staff to understand organizational behavior and leadership, along with quantitative surveys distributed to customers to assess the effectiveness of digital marketing. The results indicate that a supportive organizational culture, proactive leadership, and active employee involvement significantly enhance the effectiveness of digital marketing strategies. The study concludes that organizational behavior plays a crucial role in the success of digital marketing, which directly contributes to improving the competitive advantage of Nine Cafe & Resto
The Influence of Content Marketing on Consumer Preferences for Healthy and Sustainable Food Products in Soppeng Regency Surianti Surianti; Andi Nurhidayati; Asnia Minarti; Puji Rahmah; Amrial Amrial
GENTARA: management and accounting research Vol. 1 No. 2 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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Abstract

The increasing consumption of healthy and sustainable food products has become a strategic issue in supporting regional food security, including in Soppeng Regency. Amid changes in consumer behavior and the dominance of digital media, content marketing has emerged as an effective marketing communication strategy to build consumer knowledge, interest, and preferences toward healthy food products. However, understanding of the extent to which content marketing influences consumer preferences for sustainable food products in Soppeng remains limited. This study aims to analyze the influence of content marketing elements, including information quality, content creativity, message consistency, and source credibility, on consumer preferences for healthy and sustainable food products. This study employed a quantitative approach using a survey design. Data were collected through questionnaires distributed to consumers who had consumed or followed promotions of healthy food products in Soppeng Regency. The analysis technique used was multiple linear regression to examine the influence of content marketing variables on consumer preferences. The results of the study indicate that content marketing has a significant influence on consumer preferences for healthy and sustainable food products in Soppeng Regency
The Influence of Organizational Culture on the Implementation of Digital Marketing Strategies in Duck Egg Farming MSMEs in Soppeng Regency Mansur Mansur; Yuli Sartika; Firda Zalzabillah; Intan Nur’aeni; Puji Rahmah
GENTARA: management and accounting research Vol. 1 No. 2 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This study aims to analyze the influence of organizational culture on the implementation of digital marketing strategies in laying duck MSMEs. The development of digital technology has encouraged business actors to use social media, marketplaces, and online promotions to expand market reach and increase sales. However, the success of such strategies is not determined solely by technological capability, but also by organizational culture, which includes the values, norms, and work behaviors of business members. This study uses a quantitative approach with a survey method involving laying duck MSME actors. Data were collected through questionnaires and analyzed using simple linear regression to examine the effect of organizational culture on digital marketing implementation. The results indicate that an innovative, collaborative, and adaptive organizational culture has a positive effect on the successful implementation of digital marketing strategies. In addition, online promotion has been proven to increase customer reach and strengthen business competitiveness, consistent with the findings of Puji Rahmah, Andi Adawiah, Asnia Minarti, Asmini, and Muchlis Abbas in their study on online promotion at Galery Café Soppeng. Therefore, organizational culture plays an important role in supporting digital marketing transformation in laying duck MSMEs
The Effect of Organizational Behavior on Experience-Based Strategies at Cafe Utton Asnia Minarti; Nur Alisyah; Ratih Pratidina; Puji Rahmah; Surianti Surianti
GENTARA: management and accounting research Vol. 1 No. 2 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This study aims to analyze the influence of organizational behavior on experience-based strategy at Café Utton. In the current competitive business environment, cafés are required not only to offer products and services but also to create meaningful customer experiences. Organizational behavior plays an important role in shaping employee attitudes, communication patterns, teamwork, and service quality, which ultimately contribute to the implementation of an effective experience-based strategy. This research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to employees and customers of Café Utton. The variables in this study consist of organizational behavior as the independent variable and experience-based strategy as the dependent variable. Data analysis was conducted using statistical techniques to determine the relationship and influence between variables. The results of the study indicate that organizational behavior has a positive and significant effect on experience-based strategy at Café Utton. This shows that better organizational behavior within the workplace leads to improved customer experience, which strengthens customer satisfaction and loyalty. Therefore, organizational behavior is an important factor in supporting the successful implementation of experience-based strategies in the café industry
The Influence of Diversity in Medium Activity Units in Increasing Economic Growth Asni Asni; Masyadi Masyadi; Puji Rahmah
GENTARA: management and accounting research Vol. 1 No. 2 (2026): GENTARA: Management And Accounting Research
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

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This research aims to analyze the influence of diversity in MSMEs on increasing economic growth. MSMEs are business units/organizations that are at a medium level of activity, not as small as micro businesses, but which also do not yet have a large scale which is generally the link between local job creation and wider economic integration. Diversity can include the diversity of human resources, the variety of backgrounds of business actors/workers, as well as the variety of networks and skills possessed by these units. Using a quantitative approach based on secondary data (regional economic indicators and economic unit characteristics), this research examines the relationship between diversity and economic growth indicators through a conceptual framework that emphasizes productivity, innovation, market expansion and resource allocation efficiency. The research results are expected to show that the higher the quality of diversity managed inclusively, the greater the contribution to economic growth through increasing productivity and the adaptive capacity of economic units to market changes. It is hoped that these findings will provide policy implications for the government and stakeholders to encourage the strengthening of an inclusive MSME/medium industry ecosystem, including training policies, fair access to financing, and strengthening collaborative networks across groups
Co-Authors A. Nazalia Ramadhani We Tenripada Ahmad Hamid, Wiwin Sultraeni, Ria Rezky Amalia, Sumrani, Yacob Breemer Ajeng Handayani Purwaningrum Amrial Amrial Andi Jenni Indriakati Andi Nurhidayati Andi Riska Rahmadani Andi wilda yanti Asmini Asmini Asni Asni Asnia Minarti Fahrum Nisa Firda Zalzabillah Fitriadi - H. Andi Nurul Aksa Ibrahim Imriani Idrus Intan Nur’aeni Ismail Ismail Jesica Ayu Pamula Mansur Mansur Masyadi Muchlis Abbas Muhammad Alamsyah Ramli Nur Achriaty Achmar Nur Alisyah Nur Aulia Nurmilasari Nurmilasari Nurul Awalia Ramadani Nurul Irma Sari Rani Murwani Ratih Pratidina Rudy Salwa Salwa Suhairi Suhairi Sukma Aini Supriadi Surianti Surianti Surianti Surianti Wahyulis Hersya Widia Widia Wildayanti Wildayanti Winanti Yuli Sartika Yusmuliani Yusmuliani