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All Journal ETIKONOMI 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 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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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, UNTAN

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
ESG INTEGRATION AND TRUST IN ISLAMIC INVESTMENT DECISIONS Saputera, Denny; Chen, Robin; Sukma, Andhi
Jurnal Ekonomi dan Bisnis Islam (Journal of Islamic Economics and Business) Vol. 11 No. 2 (2025): JULY - DECEMBER 2025
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jebis.v11i2.73177

Abstract

There is little empirical understanding of how the credibility of ESG disclosures is related with investor-level determinants that influence the decision-making, performance, and sustainability impacts of Islamic investors. The present study examines the effects of ESG (Environmental, Social, and Governance) integration, financial literacy, and religious commitment on the investor decision, investment performance, and investment sustainability in an Islamic finance framework. It brings to the fore the intermediating role of trust in ESG disclosure, a critical psychological mechanism in investment behavior that has hitherto not been sufficiently studied in Islamic markets. The study was conducted using a descriptive-quantitative and cross-sectional approach, where 350 individual investors of Shariah-compliant instruments from Indonesia were surveyed through purposive sampling and the data analysis was done using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. Results reveal that ESG integration has a significant positive effect on both decision-making and performance. Financial literacy indirectly promotes trust in ESG disclosures, but has no direct effect on decision-making and performance. Trust was found to be a key mediator between ESG and literacy on one hand and behavioural and performance outcomes on the other. Religious commitment strengthens the impact of ESG and trust on performance and sustainability, and acts as a moderating factor that bridges the gap between ethical considerations and financial decisions. Relationships are stable, and robustness checks indicate low sensitivity; the findings urge regulators to enhance ESG disclosure quality and institutions to align their practices with Islamic moral values.
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, Januari 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. 
Co-Authors Aditya Yudanegara Aditya Yudanegara Aditya Yudanegara Ayuningtyas Y. Hapsari Ayuningtyas Yuli Hapsari Chen, Robin Deden Novan 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 Louie A. 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 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