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All Journal Ultima Management : Jurnal Ilmu Manajemen Journal of Indonesian Management
Adriani Kusuma
Universitas Madura
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Peran Digital Marketing dalam Meningkatkan Daya Saing UMKM di Era Ekonomi Digital Fadali Rahman; Adriani Kusuma; Akhmad Maulana Afrizal; Nurul Hidayah Ansori; Rahmadani Rahmadani
Journal of Indonesian Management Vol. 5 No. 4 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v5i4.3571

Abstract

The advancement of digital technology has brought significant changes to modern marketing systems, particularly for MSMEs Micro, Small, and Medium Enterprises. In the digital economy era, digital marketing has become a crucial strategy for increasing competitiveness and expanding market reach. Many MSMEs have begun utilizing social media platforms, marketplaces, and websites to effectively promote their products. Through this approach, MSMEs can interact directly with consumers, build brand image, and increase sales without incurring large marketing costs. Digital marketing also provides access to a variety of data and analytics that help businesses understand market behavior and needs, allowing for more precise marketing strategies. However, challenges such as limited digital literacy, a lack of competent human resources, and uneven digital infrastructure remain major obstacles for some MSMEs. Therefore, government support, education, and ongoing training are needed to help MSMEs optimize their digital marketing potential. With the right digital strategy implementation, MSMEs have a significant opportunity to compete more effectively in the increasingly dynamic digital economy.
Work-Life Balance Impact on Gig Workers’ Effectiveness: Moderated of Commitment and Well-Being Wahyu Maulana; Adriani Kusuma; Moh. Herman Djaja
ULTIMA Management Vol 18 No 1 (2026): Ultima Management: Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v18i1.4856

Abstract

Although WLB has been widely recognized as an important determinant of employee performance, previous studies have reported inconsistent findings regarding its influence on work effectiveness, particularly in the gig economy. Existing research has predominantly emphasized work flexibility, economic outcomes or job satisfaction, while limited attention has been given to explaining whether work commitment and employee well-being strengthen the relationship between WLB and work effectiveness. This theoretical gap remains particularly evident in Indonesia's digital labor sector, where algorithm-driven work systems and flexible employment arrangements create unique challenges for balancing professional and personal life. Therefore, this study investigates the effect of WLB on employee work effectiveness and examines the moderating roles of work commitment and employee well-being among gig workers. This research employed a quantitative associative approach involving JASKU courier employees in Pamekasan, Indonesia. From a population of approximately 125 employees, 95 respondents were selected using probability sampling based on the Slovin formula with a 5% error margin. Data were collected through observation, interviews, and structured questionnaires and analyzed using SEM-PLS with SmartPLS. The findings reveal that work-life balance has a positive and significant effect on work effectiveness (p<0.05). However, work commitment and employee well-being do not significantly moderate this relationship, with significance values of 0.372 and 0.191, respectively (p>0.05). These findings indicate that WLB directly enhances employee work effectiveness regardless of employees' commitment and well-being levels. This study contributes to the WLB literature by addressing an underexplored research gap in the gig economy context and provides practical insights for digital platform companies to strengthen WLB policies that support sustainable employee performance and organizational effectiveness.
Co-Authors Akhmad Maulana Afrizal Fadali Rahman Moh. Herman Djaja Nurul Hidayah Ansori Rahmadani Rahmadani Wahyu Maulana