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All Journal Commercium: Journal of Business and Management Jurnal Manajemen dan Pemasaran
Febianti, Adiesty Nur
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Optimizing The Role Of Digitalization, Human Resource Practices, And Product Innovation As Mediation In Efforts To Build Resilience In Culinary Umkm In Garut District Muharam, Husni; Rismanto, Hilman; Deri Alan Kurniawan; Rosita, Iis; Febianti, Adiesty Nur
Commercium : Journal of Business and Management Vol. 3 No. 1 (2025): February 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v3i1.387

Abstract

Changes in the current digital era occur very quickly and lead to conditions that continue to change dynamically, so overcoming the increasing uncertainty in the organization becomes important and urgent, and the organization's ability to develop resilience is also essential. MSMEs face various challenges in the digital era, such as changes in consumer behavior, global competition, and economic uncertainty. The resilience of MSMEs is the primary determinant in overcoming these uncertainties. Understanding how digitalization and HR can complement each other creates excellence and product innovation. This study aims to determine how digitalization, human resources practices, and product innovation affect resilience (Study on Culinary MSMEs in Garut Regency). The research method used is quantitative with a descriptive approach. Primary data was obtained by distributing questionnaires to 100 respondents using probability and random sampling. The data analysis technique used in this study used PLS-SEM. The analysis results show that digitalization does not directly affect resilience; it directly affects resilience by being mediated by product innovation variables.
PENGARUH E-WOM DAN E-PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TIKTOKSHOP Febianti, Adiesty Nur; Inara Hilmi Arifah; Muhammad Nur Maulana; Ramayani Yusuf
Jurnal Manajemen dan Pemasaran Vol. 2 No. 2 (2024): Edisi Februari 2024
Publisher : Universitas Haji Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51771/jumper.v2i2.846

Abstract

Abstract This research is focused on the city of Garut, where TiktokShop is present as an option for consumers to carry out online transactions. This study aims to show how the influence of E-WOM and e-Promotion relates to TiktokShop's purchasing decisions, influencing the level of purchasing decisions, by concentrating on the influence of E-WOM and e-Promotion. The results of the analysis show that E-WOM and E-Promotion simultaneously have an impact on the decision to make a purchase. The R2 value of 0.608 indicates that E-WOM and E-Promotion can explain 60.8% of the variability in purchasing decisions. The results of statistical tests show that, individually, E-WOM does not have a relatively significant impact on purchasing decisions.
Co-Authors Inara Hilmi Arifah Kurniawan, Deri Alan Muhammad Nur Maulana Muharam, Husni Rismanto, Hilman Rosita, Iis YUSUF, RAMAYANI