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All Journal Jurnal Ilmiah Raflesia Akuntansi Al-Zayn: Jurnal Ilmu Sosial & Hukum
Yanto Lesmana
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Peran Market Orietation Dan Brand Innovation Terhadap Competitive Advantage Pada Dealer Jd Toyota Jababeka ( PT. Mulia Mega Makmur) Rasyid, Aliy; Yanto Lesmana; Rosidah
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 3 No 4 (2025): 2025
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v3i4.1760

Abstract

Perkembangan teknologi dan industri global memberikan dampak signifikan terhadap sektor otomotif, khususnya dalam hal inovasi produk, strategi pemasaran, dan perilaku konsumen. Digitalisasi manufaktur, otomatisasi proses, dan penerapan teknologi berbasis Internet of Things (IoT) mendorong perusahaan untuk meningkatkan daya saing melalui pembaruan produk dan layanan. Penelitian ini bertujuan untuk menganalisis pengaruh market orientation dan brand innovation terhadap competitive advantage pada Dealer JD Toyota Jababeka (PT. Mulia Mega Makmur). Pendekatan kuantitatif digunakan dengan pengumpulan data primer melalui kuesioner terhadap 100 responden, yang merupakan konsumen aktif pada tahun 2024, serta analisis data dilakukan menggunakan metode Partial Least Square (PLS) melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa market orientation dan brand innovation berpengaruh positif dan signifikan terhadap competitive advantage, di mana orientasi pasar yang efektif meningkatkan pemahaman kebutuhan konsumen, sementara inovasi merek memperkuat citra dan loyalitas pelanggan. Temuan ini memberikan implikasi penting bagi perusahaan otomotif untuk mengintegrasikan strategi pemasaran berbasis konsumen dengan pengembangan produk inovatif agar mampu bersaing dalam industri otomotif yang semakin kompetitif dan dinamis.
Pengaruh Kepuasan Kerja Terhadap Kinerja Karyawan Bagian Produksi Pada PT Glico Wings Karawang Shepia; Rustomo; Yanto Lesmana
Jurnal Ilmiah Raflesia Akuntansi Vol 12 No 1 (2026): Jurnal Ilmiah Raflesia Akuntansi
Publisher : Politeknik Raflesia Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53494/jira.v12i1.1323

Abstract

The enduring viability of businesses operated by Micro, Small, and Medium Enterprises (MSMEs) hinges on their capacity to evolve with shifting market dynamics, their integration of technological advancements, their understanding of financial principles, and the backing they receive from both governmental bodies and local communities when navigating diverse economic obstacles. The central aim of this research endeavor was to scrutinize the effects of financial understanding, digital proficiency, and the adoption of financial technology on the long-term stability of MSMEs operating within the Sumbawa Regency. This research employed a quantitative methodological framework, focusing on a total population of 1,362 MSME business owners located within the Sumbawa Regency area. The sample selection process involved a total sampling strategy, with the quantity of participants determined via the Slovin formula, which resulted in the acquisition of responses from precisely 100 individuals. Information was gathered through the distribution of questionnaires utilizing a Likert scale, ranging from a value of 1 to 4. The data analysis was executed via the application of multiple linear regression methodologies. The findings derived from this study revealed that having a grasp of financial concepts, being digitally literate, and utilizing financial technology all exert a beneficial and notable impact on the sustained performance of MSMEs throughout the Sumbawa Regency..
Co-Authors Rasyid, Aliy Rosidah Rustomo Shepia