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All Journal ETIKONOMI Jurnal Siasat Bisnis Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Sinergi Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Ekonomi dan Bisnis Islam J-MAS (Jurnal Manajemen dan Sains) Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat Journal of Innovation in Business and Economics Jurnal Pengabdian Dharma Laksana Jurnal Mantik MANNERS Management and Entrepreneurship Journal Enrichment : Journal of Management Cakrawala Repositori Imwi Charity : Jurnal Pengabdian Masyarakat Kontigensi: Jurnal Ilmiah Manajemen JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Amal Ilmiah: Jurnal Pengabdian Kepada Masyarakat Asian Journal of Management, Entrepreneurship and Social Science
Andhi Sukma
Widyatama University, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Iklan Internet Dan Electronic Word Of Mouth (Ewom) Goto (Gojek X Tokopedia) Terhadap Keputusan Pembelian Andhi Sukma; Feby Febriana Dery
Cakrawala Repositori IMWI Vol. 6 No. 3 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i3.369

Abstract

Tujuan penelitian ini adalah untuk mengkaji dan mendeteksi dampak iklan internet dan electronic word of mouth terhadap keputusan pembelian konsumen khususnya pada platform e-commerce GoTo, dengan fokus pada konsumen yang memanfaatkan jasa kurir. Penelitian ini bertujuan untuk menjadi rujukan bagi pihak lain yang berkepentingan dan memberikan wawasan berharga untuk penelitian selanjutnya dengan menawarkan informasi yang relevan mengenai variabel iklan internet dan kata elektronik dari mulut ke mulut dalam kaitannya dengan keputusan pembelian di toko online GoTo. Sampel penelitian ini terdiri dari 100 individu yang merupakan pelanggan jasa kurir. Metodologi penelitian yang digunakan bersifat explanatory dengan menggunakan pendekatan kuantitatif. Data primer dikumpulkan melalui penyebaran kuesioner. Teknik analisis data dan pengujian hipotesis meliputi regresi linier berganda, penilaian validitas dan reliabilitas, uji normalitas, uji parsial (uji-t), uji simultan (uji-f), dan koefisien determinasi determinasi. Paket Statistik untuk Ilmu Sosial (SPSS) digunakan untuk menganalisis data yang terkumpul. Temuan penelitian ini mengungkapkan bahwa iklan internet dan kata elektronik dari mulut ke mulut (EWOM) secara signifikan mempengaruhi keputusan pembelian ketika dipertimbangkan bersama-sama.
Social Media Integration in SMEs: A Study on Business Performance Enhancement in Indonesia Sukma, Andhi; Kaniawati, Keni; Oktaviani, Desy
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 4 No. 1 (2024): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v4i1.1482

Abstract

The background of this article emphasizes the significance of social media adoption and innovation for small and medium-sized enterprises (SMEs) in Indonesia, with a view to enhancing business performance in the context of technological and competitive challenges. This study explores what web-based entertainment reception and innovation similarity mean for presenting little and medium-sized endeavors (SMEs) in Indonesia. It analyzes how SMEs utilize virtual entertainment to support business execution amid mechanical difficulties and rivalry. Information was gathered from 450 SMEs across four help enterprises — cafés and inns, medical care, discount and retail, and schooling — using an online overview led through Google Structures from December 2023 to February 2024. The information was examined utilizing halfway least squares primary condition displaying (PLS-SEM) to investigate the connections between web-based entertainment reception, innovation similarity, and SME execution. Results show a critical positive connection between virtual entertainment reception, innovation similarity, and SME execution. SMEs that integrate online entertainment into their procedures show improved brand permeability, client commitment, and execution. The study suggests that Indonesian SMEs can gain a competitive edge by adopting social media platforms. Investing in technology training and infrastructure is recommended for seamless social media integration. Encouraging innovation and digital literacy among employees can further enhance SME success in the digital age. This exploration adds to the writing by showing the advantages of virtual entertainment reception on SME execution in Indonesia. It offers functional experiences for SME proprietors and supervisors to utilize web-based entertainment decisively for business development and maintainability.
LEVERAGING STRATEGIC ORIENTATIONS IN ACHIEVING A COMPETITIVE ADVANTAGE AMONG MSMES: A CROSS-COUNTRY MARKETING ANALYSIS Kaniawati, Keni; Sukma, Andhi; Oktaviani, Desy
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol. 13 No. 1 (2024): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v13i1.76063

Abstract

This study aims to understand the extent to which market orientation, learning orientation, and entrepreneurial orientation contribute to the marketing performance of micro, small, and medium enterprises (MSMEs) in Indonesia, Australia (Perth and Canberra), Egypt, and Saudi Arabia, and how competitive advantage mediates the relationships. This quantitative study examined a total of 450 Hands-on Business Community (HBC) members through a stratified random sampling method. The data was analyzed using structural equation modeling "“ partial least square (SEM-PLS). The results show that all market orientation, learning orientation, entrepreneurial orientation, and competitive advantage have a positive and significant impact on the marketing performance. In addition, the competitive advantage also significantly mediates the impact of these three orientations on the marketing performance. These findings suggest that the MSMEs in Indonesia, Australia (Perth and Canberra), Egypt and Saudi Arabia to invest in market research and employee development, as well as to foster an entrepreneurial mindset, in order to success in dynamic markets. Further, there should be policy measures to support these orientations.JEL: M12, M31, M54.Keywords: market orientation, learning orientation, entrepreneurial orientation, competitive advantage, marketing performance.
Product Commercialisation Training for Tenants Widyatama Business Incubator (WIBI) Keni Kaniawati; Andhi Sukma; Fansuri Munawar; Aditya Yudanegara; Rini Handayani; Sri Wiludjeung
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 7 No. 4 (2024): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v7i4.4849

Abstract

This study examines the pivotal role of the Widyatama Business Incubator (WIBI) in supporting MSMEs and students in enhancing their businesses through essential knowledge and training programs. WIBI's Community Partnership Programme offers training in product commercialization, HR development, SNI certification, K3L compliance, and IPR management by addressing human resource management, business licensing, and technology optimization challenges. The six-month program encompasses site inspections, coordination, training, guidance, and evaluation, enabling WIBI to standardize tenant products, improve HR quality, and ensure compliance with national standards. The program's success in facilitating the growth and success of startup ventures demonstrates the significant contribution that WIBI makes to nurturing technology-based entrepreneurship and fostering innovation within the entrepreneurial ecosystem.
Integrated Marketplace Optimization to Enhance the Economic Potential of Agricultural Products in Farmers' Groups in Cikurubuk Village, Sumedang Regency Fansuri Munawar; Keni Kaniawati; Rini Handayani; Andhi Sukma; Aditya Yudanegara; Sri Wiludjeng SP
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 7 No. 4 (2024): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v7i4.5451

Abstract

This Community Service Program aimed to address the challenges faced by farmers in Cikurubuk Village, Sumedang Regency, in marketing their organic rice products. The farmers' limited knowledge of digital marketing and their reliance on traditional methods restricted their market reach and competitiveness. The program aims to enhance farmers’ digital skills by teaching them how to effectively use e-commerce platforms and optimize their branding strategies. The method included three stages: a survey to identify the needs and challenges of the community, training sessions on digital marketing, visual content creation, and branding, followed by mentoring to support participants in implementing these skills. The survey highlighted a significant gap in digital literacy, while the training provided practical knowledge on managing online stores, creating visually appealing product content, and developing strong product branding. Ongoing mentoring helped participants apply these skills effectively in their businesses. The results show that participants demonstrated significant improvements in utilizing digital platforms, enhancing their brand visibility, and attracting more consumers, both locally and nationally. The program led to a notable increase in product visibility and sales, boosting the economic potential of the farmers' businesses. In conclusion, this program successfully empowered local farmers by expanding their knowledge of digital technology and e-commerce, thereby improving their market reach and product competitiveness. This initiative has positively impacted the economic development of Cikurubuk Village and could serve as a model for similar community empowerment programs. It is hoped that this program will inspire other villages to develop by optimizing digital technology to market their regional products
Inovasi Desain Kemasan Beras Organik Sebagai Pendukung Pemasaran Produk Pertanian Unggulan Sukma, Andhi; Yudanegara, Aditya; Kaniawati, Keni; Munawar, Fansuri; Handayani, Rini; Purwaningdyah, Sri Wilujeung Sunu
Amal Ilmiah: Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 3 (2025)
Publisher : FKIP Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36709/amalilmiah.v6i3.391

Abstract

Produk pertanian unggulan seperti beras organik dan makanan tradisional yang dihasilkan kelompok tani sering kali belum memiliki daya saing optimal akibat keterbatasan dalam desain kemasan dan pemahaman strategi branding, sehingga menghambat akses pasar yang lebih luas. Program pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing produk tersebut melalui inovasi desain kemasan dan strategi pemasaran digital. Kegiatan dilakukan dalam bentuk pelatihan partisipatif mengenai desain visual, narasi merek, serta pemanfaatan alat digital seperti Canva dan platform e-commerce Tokopedia dan Shopee. Peserta dilatih untuk menciptakan kemasan yang menarik, fungsional, dan mencerminkan identitas lokal serta nilai keberlanjutan. Pendampingan pascapelatihan mencakup teknik fotografi produk, pembuatan konten promosi, dan pengunggahan produk ke marketplace. Hasil kegiatan  menunjukkan peningkatan pengetahuan peserta sebesar 40%, adopsi marketplace yang lebih tinggi, dan peningkatan penjualan sebesar 20–30% pada beberapa petani. Program ini juga memperkuat kolaborasi antara akademisi, masyarakat desa, dan pemerintah setempat, menciptakan ekosistem kewirausahaan yang berkelanjutan. Model program yang fleksibel dan mudah direplikasi ini menjadi solusi strategis atas tantangan umum di masyarakat pedesaan seperti keterbatasan literasi desain dan akses digital. Program ini berkontribusi pada pencapaian Tujuan Pembangunan Berkelanjutan (TPB), khususnya terkait pertumbuhan ekonomi inklusif dan inovasi
Sustainability and Loyalty in Halal Tourism: An Indonesian Perspective Sukma, Andhi; Chen, Robin; Rachmat, Radhi Abdul Halim; Saputera, Denny
ETIKONOMI Vol. 24 No. 2 (2025)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v24i2.45458

Abstract

Research Originality: This study introduces new behavioral dimensions, including environmental awareness, ethical service innovation, and tourists’ decision control, in the formation of loyalty and advocacy behavior. Research Objectives: This study examines the contribution of sustainability-oriented factors to Muslim tourist loyalty and recommendation behavior, with satisfaction and intention to revisit serving as mediating variables.   Research Methods: A quantitative approach was employed using a structured questionnaire distributed to 460 Muslim tourists. The data were analyzed using structural equation modeling to evaluate the causal relationships among the variables.    Empirical Results: Environmental awareness and tourists’ ability to make ethical decisions have a significant influence on loyalty and word-of-mouth behavior. Ethical service innovation enhances customer satisfaction, which in turn contributes to loyalty. Satisfaction and revisit intention were found to be essential mediators in this relationship. Implications: This study provides theoretical insights by integrating sustainability into halal tourism behavior models and offers practical recommendations for destination managers to develop emotionally engaging and environmentally responsible tourism services. JEL Classification: M31, O35, Q56, Z32
Building Competitive Advantage Through Trust, Innovation, and Customer Loyalty in E-Business Keni Kaniawati; Andhi Sukma; Desy Oktaviani
Jurnal Aplikasi Bisnis dan Manajemen Vol. 12 No. 1 (2026): JABM, Vol. 12 No. 1, January 2026
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.12.1.220

Abstract

Background: The growth of Indonesia’s e-commerce industry has created intense competition, requiring businesses to strengthen their competitive advantage through effective digital strategies. Trust, innovation, and customer loyalty are considered key drivers of digital competitiveness, yet firms still face challenges in sustaining loyalty and digital performance.Purpose: This study aims to examine the effects of trust, innovation, and customer loyalty on competitive advantage and their subsequent influence on fundamental e-business performance.Design/methodology/approach: A quantitative research approach was employed, utilizing structured questionnaires distributed to 220 respondents who actively use e-commerce platforms, including Shopee, Tokopedia, Lazada, Blibli, and Bukalapak. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0.Findings/Result: The results indicate that customer loyalty is the strongest predictor of competitive advantage, while trust has a significant impact on fundamental e-business practices. However, innovation did not have a significant direct effect. Competitive advantage was also found to mediate the relationship between customer loyalty and e-business performance.Conclusion: Strengthening customer loyalty and building trust are crucial strategies for enhancing competitiveness and digital business success. To achieve this, innovation must be more closely integrated with customer needs to deliver value.Originality/value (state of the art): This study contributes to the literature by integrating behavioral and strategic constructs into a unified model, offering new insights into the role of intangible assets in enhancing e-commerce performance in emerging markets, such as Indonesia. Keywords:  competitive advantage, customer loyalty, digital performance, innovation, e-business  
Integrating industrial engineering tools and behavioral modeling for optimizing operational efficiency in nature-based tourism services Didit Damur Rochman; Louie A. Divinagracia; Andhi Sukma
SINERGI Vol. 30 No. 2 (2026)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/sinergi.2026.2.006

Abstract

This study proposes a hybrid approach integrating behavioral modeling (PLS-SEM) and engineering diagnostics (Value Stream Mapping, Time Study, and Spaghetti Diagram) to evaluate and optimize service performance in nature-based tourism. Using survey data from 280 visitors to two West Java destinations, we test the effects of ergonomic design, service quality, technology integration, and environmental perception on operational efficiency, tourist satisfaction, and revisit intention. The structural model indicates that ergonomic design and environmental perception significantly enhance operational efficiency (ERG→OPE β = 0.404; ENV→OPE β = 0.552), which in turn strongly predicts satisfaction (OPE→SAT β = 0.944) and revisit intention (OPE→RI β = 0.619). The model shows substantial explanatory power (R²: OPE = 0.621; SAT = 0.891; RI = 0.383). Field diagnostics corroborate these findings: non-value-added time accounts for 38% of the end-to-end process, with notable delays at ticketing (+2.3 minutes vs standard) and route overlaps in high-density zones. Results suggest that environmental and ergonomic factors outperform technology and formal service attributes in driving outcomes within nature-based contexts. Theoretically, the study extends the S-O-R framework by positioning operational efficiency as a meso-level mediator linking physical stimuli to behavioral responses and bridging perception-based modeling with systems diagnostics. It provides actionable guidance for lean service redesign, wayfinding, and spatial reconfiguration to improve operational performance and visitor experience. 
Sustainable Tourism Competencies Through Digital Marketing Education: Evidence from Indonesia and Thailand Aditya Yudanegara; Louie A. Divinagracia; Andhi Sukma
Jurnal Aplikasi Bisnis dan Manajemen Vol. 12 No. 2 (2026): JABM, Vol. 12 No. 2, May 2026
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.12.2.542

Abstract

Background: Digitalisation and sustainability are reshaping tourism and higher education in ASEAN; however, evidence linking university digital marketing education to sustainable tourism competencies remains limited, particularly in cross-country contexts.Purpose: This study examines how digital marketing education, experiential learning, and technology acceptance shape human capital development and sustainable tourism competencies, tests the mediating role of human capital, and compares Indonesia and Thailand.Design/methodology/approach: A sequential explanatory mixed-methods design was used. Survey data were collected from 300 students and lecturers enrolled in tourism and marketing programs (Indonesia n=150; Thailand n=150) and analysed using PLS-SEM, including mediation and multi-group tests. Follow-up interviews and focus groups were thematically analysed to explain quantitative patterns.Findings/Results: Digital marketing education and experiential learning significantly enhance human capital development, which strongly predicts sustainable tourism competencies. The association between digital marketing education and competencies is modest. Technology acceptance directly and strongly predicts competencies but shows a negligible relationship with human capital. Experiential learning's direct link to competencies is weak or negative; however, its indirect contribution through human capital is positive. Mediation through human capital is supported for digital marketing education, partially for experiential learning, and not for technology acceptance. Multi-group analysis indicates a larger experiential learning effect on competencies in Thailand.Conclusion: Sustainable competencies improve when digital marketing education and scaffolded experiential learning strengthen human capital, and when technology adoption aligns with sustainability-oriented pedagogy.Originality/value (State of the art): The study advances an integrated Human Capital–Experiential Learning–TAM/TPACK perspective and offers actionable guidance for ASEAN curriculum harmonisation aimed at strengthening sustainability-oriented digital marketing competencies. Future research should test the model longitudinally and evaluate measurement invariance and institutional readiness. Keywords:    ASEAN, digital marketing education, human capital development, sustainable tourism competencies, technology acceptance
Co-Authors Aditya Yudanegara Aditya Yudanegara Aditya Yudanegara Aditya Yudanegara Ayuningtyas Y. Hapsari Ayuningtyas Yuli Hapsari Chen, Robin Deden Novan Denny Saputera Desi Oktaviani Desy Oktaviani Desy Oktaviani Desy Oktaviani Didit Damur Rochman Donny Rizky Ramdhani Fansuri Munawar Fansuri Munawar Fansuri Munawar Fansuri Munawar Fansuri Munawar Feby Febriana Dery Feby Febriana Dery Hapsari, Ayuningtyas Y. Irma Nilasari Irma Nilasari Keni Kaniawati Keni Kaniawati Keni Kaniawati Latifah, Ifa Louie A Divinagracia Louie A. Divinagracia Louie A. Divinagracia Maria Rochelle G Divinagracia Muhamad Fauzi Hilman Nadhif Nilasari, Irma Nurul Hermina Oktaviani, Desy Purwaningdyah, Sri Wilujeung Sunu Radhi Abdul Halim Rachmat Rini Handayani Rini Handayani Rini Handayani Rini Handayani Rini Handayani Rini Handayani Riska Riska Robin Chen Rossy Anggilia Rully Indrawan Saputera, Denny Sri Wiludjeng SP Sri Wiludjeng SP, Sri Sri Wiludjeung Sri Wilujeung SP Trisa Wening Manganti Viona Duta Iswara Wlfrin Nando Sanjaya Yudhanegara, Aditya Zavira Bulan Deviana Zulganef Zulganef