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Dampak orientasi pasar terhadap kinerja pemasaran dan keunggulan bersaing sebagai variabel intervening pada UMKM Kota Sukabumi Wijaya, Zeffanya Raphael; Wiyata, Mariati Tirta; Nurfalah, Rosa
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 5 No. 8 (2023): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

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This study aims to determine The Impact of Market Orientation on Marketing Performance and Competitive Advantage in Sukabumi City SMEs. This study uses a quantitative method with a descriptive approach using a questionnaire distributed to 100 respondents with a sampling technique using Probability Sampling where researchers provide equal opportunities for each population to be selected as sample members who have criteria as SMEs in Sukabumi City. Testing the intrument in this study using valisity and reability tests, data analysis techniques using descriptive analysis using classical assumption test cosisting of normality test, heteroscedasticity test and multicollinearity test then regression analisys consisting of hypothesis t test and f test and using path analysis. The results of the study show that: (1) Market Orientation has an effect on Marketing Performance. (2) Market Orientation has an effect on Competitive Advantage. (3) Market Orientation has an effect on Marketing Performance with Competitive Advantage variable as an intervening variable.

Pengabdian Kepada Masyarakat Penguatan Soft Skills Menghadapi Tantangan Era Industri Cerdas Melalui Seminar Internasional Jaya, Umban Adi; Wiyata, Mariati Tirta; Wijaya, Bambang Somantri; Zulkarnain, Zulkarnain; Wijaya, Zeffanya Raphael
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 4 No. 3 (2025): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v4i3.1826

Perkembangan teknologi dalam era industri cerdas menuntut sumber daya manusia tidak hanya memiliki kompetensi teknis, tetapi juga soft skills yang mumpuni. Menjawab tantangan ini, Universitas Sains Indonesia melaksanakan kegiatan pengabdian kepada masyarakat melalui seminar internasional bertajuk "Beyond Knowledge: Cultivating Student Soft Skills for the Intelligent Industry Era." Kegiatan ini bertujuan untuk meningkatkan kesadaran serta kapasitas mahasiswa, pelajar, dan masyarakat umum dalam menghadapi tantangan dunia kerja berbasis teknologi dengan penguatan keterampilan lunak seperti komunikasi, kepemimpinan, pemecahan masalah, dan kolaborasi. Seminar ini diselenggarakan secara hybrid (offline dan live streaming), bekerja sama dengan Pioneer Global Education Australia, sehingga menjangkau peserta dari berbagai daerah bahkan mancanegara. Berdasarkan evaluasi kegiatan, sebanyak 92% peserta menyatakan bahwa materi seminar sangat bermanfaat dan relevan dengan tuntutan era industri cerdas. Selain itu, penandatanganan nota kesepahaman (MoU) antar institusi membuka peluang kerja sama berkelanjutan dalam bentuk program pelatihan, pertukaran pelajar, dan pengembangan modul soft skills berbasis teknologi. Respon positif peserta juga menunjukkan kebutuhan akan pelatihan lanjutan yang lebih mendalam dan aplikatif. Pemanfaatan teknologi digital dalam kegiatan ini memungkinkan akses yang lebih luas, inklusif, dan berdampak nyata. Dengan demikian, kegiatan ini tidak hanya memberikan kontribusi pada peningkatan kompetensi individu, tetapi juga memperkuat peran perguruan tinggi dalam pembangunan sumber daya manusia unggul di era digital.

RETAIL REVOLUTION DI MASA PANDEMI COVID-19 Studi Kasus di Yomart Sukalarang Anggraeni, Diani; Wijaya, Zeffanya Raphael
Journal of Economic and Business Retail Vol 3, No 1 (2023): Journal Economic and Bussiness Retail (JEBR)
Publisher : Institut Teknolog dan Bisnis Diniyyah Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69769/jebr.v1i2.68

ABSTRAKDalam beberapa dekade terakhir, perkembangan industri ritel telah membawa standarisasi luas format dan teknologi ritel global. Berdasarkan tinjauan literatur, perusahaan ritel global di era 4.0 ini adalah pelopor dalam menggunakan revolusi industri untuk mendirikan perusahaannya sendiri. dinasti dalam model ritel baru, mereka memperkenalkan dunia ke berbagai strategi e-commerce pada perusahaan ritel global. Penelitian dilakukan melalui observasi, wawancara, dan pencatatan langsung dengan informan. Metode penelitian yang digunakan adalah metode deskriptif kualitatif. Hasil wawancara menunjukkan bahwa kehadiran pandemi COVID-19 berdampak negatif terhadap kunjungan konsumen, pendapatan dan meningkatnya persaingan antar pelaku ritel. Adanya pandemi COVID-19 menjadi tantangan alami bagi pelaku bisnis ritel. Penelitian ini bertujuan untuk mengetahui kesiapan revolusi ritel di Yomart Sukalarang selama masa pandemi.

Analisi Product Innovation dan Store Atmosphere terhadap Purchase Intention UMKM Kuliner Kota Sukabumi Wiyata, Mariati Tirta; Wijaya, Zeffanya Raphael; Somantri, Bambang
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 2 (2025): March 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i2.896

The study seeks to analyze the problem of sales revenue that tends to stagnate in the culinary MSME shop at the former Sukabumi City Terminal. The results of observations in the field show that there is an influence of product innovation and store atmosphere on consumer purchase intention. In general, consumers think about culinary usually product innovation becomes an attraction. In addition, consumers generally assess shops or stores on the first impression is from the store atmosphere that is felt in the form of table layouts, chairs, display cases, room colors, and others. Quantitative research analysis using the SPSS application. Taking respondents from the population through random sampling which amounted to 97 (ninety seven) people. Analyze the quality of the instrument by means of validity tests and reliability tests. Furthermore, the data quality is tested with the classical assumption test, then for hypothesis testing using multiple regression calculations, t tests, F tests, and determination coefficient tests. The results can be concluded that product innovation and store atmosphere can increase intention. So that it can increase revenue and profits for MSME shop owners.

AI Adoption, Work Pressure, and Psychological Resilience: Effects on Job Satisfaction and Employee Performance Jaya, Umban Adi; Priyana, Indarta; Kusnara, Hasti Pramesti; Somantri, Bambang; Wijaya, Zeffanya Raphael
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4482

Digital transformation has encouraged organizations to adopt Artificial Intelligence (AI), which has important implications for employees’ working conditions and performance. This study aims to analyze the effects of AI adoption, work pressure, and psychological resilience on job satisfaction and its implications for employee performance in Bekasi, Indonesia. The study uses a quantitative approach with Structural Equation Modeling (SEM). Data were collected from 200 employees who are involved in AI-based organizational systems. The results show that AI adoption has a positive and significant effect on job satisfaction (β = 0.134; t = 1.856) and employee performance mediated through increased task efficiency and more accurate decision-making. In contrast, work pressure has a positive and significant effect on job satisfaction (β = 0.372; t = 4.614), indicating that excessive job demands can reduce job satisfaction and performance. Psychological resilience emerges as an important factor in maintaining emotional stability and employees’ ability to adapt to stress, which positively affects job satisfaction. Furthermore, job satisfaction has a direct effect on employee performance, showing that more satisfied employees tend to perform better. This study concludes that successful AI integration requires a balance between technological innovation and employee well-being, supported by resilient development programs and supportive organizational policies.

Analisi Product Innovation dan Store Atmosphere terhadap Purchase Intention UMKM Kuliner Kota Sukabumi Wiyata, Mariati Tirta; Wijaya, Zeffanya Raphael; Somantri, Bambang
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 2 (2025): March 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i2.896

The study seeks to analyze the problem of sales revenue that tends to stagnate in the culinary MSME shop at the former Sukabumi City Terminal. The results of observations in the field show that there is an influence of product innovation and store atmosphere on consumer purchase intention. In general, consumers think about culinary usually product innovation becomes an attraction. In addition, consumers generally assess shops or stores on the first impression is from the store atmosphere that is felt in the form of table layouts, chairs, display cases, room colors, and others. Quantitative research analysis using the SPSS application. Taking respondents from the population through random sampling which amounted to 97 (ninety seven) people. Analyze the quality of the instrument by means of validity tests and reliability tests. Furthermore, the data quality is tested with the classical assumption test, then for hypothesis testing using multiple regression calculations, t tests, F tests, and determination coefficient tests. The results can be concluded that product innovation and store atmosphere can increase intention. So that it can increase revenue and profits for MSME shop owners.

Pengaruh Strategi Digital Marketing Melalui Instagram dan Customer Engagement Terhadap Purchase Intention Pada Usaha Kuliner Di Duri Riau Alvan, Nabillah Fadilah; Wijaya, Zeffanya Raphael
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6219

Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing melalui Instagram dan Customer Engagement terhadap Purchase Intention konsumen pada usaha kuliner di Duri, Riau. Latar belakang penelitian ini didasari oleh perkembangan teknologi digital dan meningkatnya penggunaan media sosial di Indonesia. Berdasarkan data Badan Pusat Statistik (BPS, 2024), sebanyak 88,6% pengguna internet di Indonesia aktif menggunakan media sosial, dengan Instagram (85,3%) dan TikTok (73,5%) menjadi platform yang paling populer di kalangan usia produktif. Hal tersebut menunjukkan bahwa media sosial berperan penting dalam meningkatkan minat beli masyarakat terhadap produk, khususnya di bidang kuliner. Penelitian ini menggunakan metode kuantitatif deskriptif-korelasional dengan jumlah sampel sebanyak 96 responden yang ditentukan menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner menggunakan skala Likert lima poin yang diadaptasi dari Sugiyono (2014). Analisis data meliputi uji validitas, reliabilitas, asumsi klasik, dan regresi linear berganda dengan bantuan program SPSS versi 25. Hasil penelitian menunjukkan bahwa Digital Marketing melalui Instagram dan Customer Engagement berpengaruh positif dan signifikan terhadap Purchase Intention baik secara parsial maupun simultan. Hasil uji asumsi klasik juga menunjukkan bahwa data berdistribusi normal, tidak terdapat multikolinearitas, dan tidak terjadi heteroskedastisitas, sehingga model penelitian dinyatakan layak digunakan. Kesimpulan dari penelitian ini adalah bahwa penerapan strategi digital marketing yang menarik dan interaktif di Instagram mampu meningkatkan keterlibatan pelanggan serta mendorong niat beli konsumen terhadap produk kuliner lokal di Duri, Riau.

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