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All Journal Jurnal Muara Ilmu Ekonomi dan Bisnis International Journal of Application on Economics and Business
Yukianti, Chiara Rizka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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DEVELOP A LOW-CALORIE PRODUCT BRAND IMAGE THROUGH PRODUCTION PROCESS INNOVATION FOR LEGIT CRACKERS MSMES Yukianti, Chiara Rizka; Tunjungsari, Hetty Karunia
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.486-493

Abstract

Legit Crackers is an MSME that produces snacks in the form of high quality and low-calorie mackerel fish crackers. The growth of MSMEs also drives Indonesia's economic growth so it can be said that MSMEs have a large contribution. Fish crackers are a popular snack among Indonesian people, with various types and interesting flavors. However, like many other MSME businesses, the fish cracker business also faces a number of problems that need to be overcome. One solution is to develop product formulas and brand images. This is important because good product quality can influence the awareness, trust and confidence of potential buyers. For Legit Crackers, a low-calorie snack business that was founded in 2017, building a brand image is a challenge. To increase marketing potential, good and unique product development, packaging and promotions are carried out. Development of a comprehensive strategic plan to overcome production efficiency problems, improve business image, and open access to international markets. In this context, the Universitas Tarumanagara PKM team is committed to assisting Legit Crackers in improving its business brand image. PKM activities aim to help Legit Crackers partners innovate and develop market potential for low-calorie snack products. It is hoped that this will improve consumer brand image towards Legit Crackers, develop the low-calorie snack market potential and penetrate the global market.
APAKAH TIKTOK LIVE STREAMING SHOPPING MEMPERBURUK PERILAKU KEUANGAN GENERASI Z Yukianti, Chiara Rizka; MN, Nuryasman
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 8 No. 2 (2024): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v8i2.32698

Abstract

Perkembangan teknologi dan digitalisasi telah mengubah berbagai aspek kehidupan, termasuk pola konsumsi dan pengelolaan keuangan. Generasi Z yang tumbuh di era digital, lebih rentan terhadap perilaku konsumtif akibat paparan media sosial, khususnya melalui fitur live streaming shopping di platform seperti TikTok. Penelitian ini bertujuan untuk menentukan faktor-faktor berikut, pengaruh literasi keuangan pada perilaku keuangan, pengaruh pengendalian diri pada perilaku keuangan, dan pengaruh sikap keuangan pada perilaku keuangan. Sampling non-probability digunakan, dan sampling purposive digunakan untuk penentuan. Data dikumpulkan melalui kuesioner Google Form yang diakses secara online, yang terdiri dari 325 orang yang menjawab. Model equation struktural (SEM) adalah metode analisis data yang digunakan. Penelitian ini menggunakan SmartPLS untuk mengolah data. Sampel dalam penelitian ini terdiri dari generasi Z yang sering melakukan transaksi di TikTok Shop live streaming di wilayah JABODETABEK (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Penelitian ini menemukan bahwa literasi keuangan dan sikap keuangan memiliki dampak positif dan signifikan terhadap perilaku keuangan generasi Z yang melakukan transaksi di JABODETABEK melalui live streaming TikTok. Sebaliknya, pengendalian diri memiliki dampak negatif dan tidak signifikan terhadap perilaku keuangan mereka. Hasil temuan ini dapat menjadi wawasan dalam membuat kebijakan keuangan yang lebih adaptif di era digital dan pengendalian diri dalam pengambilan keputusan finansial.   The development of technology and digitalization has changed various aspects of life, including consumption patterns and financial management. Generation Z, who grew up in the digital era, is more susceptible to consumptive behavior due to exposure to social media, especially through live streaming shopping features on platforms such as TikTok. This study aims to determine the following factors, the influence of financial literacy on financial behavior, the influence of self-control on financial behavior, and the influence of financial attitudes on financial behavior. Non-probability sampling was used, and purposive sampling was used for determination. Data were collected through a Google Form questionnaire accessed online, consisting of 325 people who responded. Structural equation modeling (SEM) is the data analysis method used. This study uses SmartPLS to process the data. The sample in this study consisted of generation Z who often made transactions on TikTok Shop live streaming in the JABODETABEK area (Jakarta, Bogor, Depok, Tangerang, and Bekasi). This study found that financial literacy and financial attitudes have a positive and significant impact on the financial behavior of generation Z who make transactions in JABODETABEK via TikTok live streaming. Conversely, self-control has a negative and insignificant impact on their financial behavior. These findings can provide insight into creating more adaptive financial policies in the digital era and self-control in financial decision making.
Co-Authors Hetty Karunia Tunjungsari MN, Nuryasman