Article Per Year (5 Year)
p-Index From 2021 - 2026
0.751
P-Index
This Author published in this journals
All Journal Journal Competency of Business IIJSE Indonesian Journal of Economics, Business, Accounting, and Management
Muhammad Saddam Sofyandi
Fakultas Bisnis Dan Ekonomika, Universitas Islam Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
The Role of STP Marketing Strategy in Enhancing the Marketing Performance of IKM Logam Tembaga, Cepogo Village, Boyolali Muhammad Saddam Sofyandi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9284

Abstract

This research investigates the role of Segmenting, Targeting, and Positioning (STP) strategies in enhancing the marketing performance of copper handicraft SMEs (IKM Logam Tembaga) in Cepogo Village, Boyolali. A mixed methods approach was used, beginning with a Focus Group Discussion (FGD) involving 15 business owners divided into three groups. The FGD explored the extent to which these entrepreneurs understood and implemented STP principles. Findings revealed that while 53.3% of participants demonstrated explicit awareness of STP, many others intuitively practiced its principles through segmentation, buyer targeting, and product differentiation. This was followed by a quantitative analysis using Structural Equation Modeling (SEM) via SmartPLS, involving 41 IKM respondents. The SEM results show that only Positioning had a statistically significant effect on marketing performance (β = 0.51, p = 0.025), while Segmenting (β = 0.20, p = 0.34) and Targeting (β = 0.07, p = 0.82) did not show significant effects. The measurement model met all validity and reliability thresholds (CR > 0.90, AVE > 0.68), and the model explained 50.1% of the variance in marketing performance. These findings suggest that SMEs with a strong brand narrative, product uniqueness, and storytelling capabilities perform better in the competitive craft market. The research recommends capacity-building programs in STP and digital branding to increase competitiveness among rural SMEs.
Digital Persona vs Real Person: A Study on The Attractiveness of Human and Virtual Influencers in Social Media Advertising Reynaldi Dwi Junianta; Masyithoh Annisaush Sholihah; Binarin Tirto Andika; Dwi Martutiningrum; Muhammad Saddam Sofyandi
Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM) Vol 2 No 6 (2024): August 2024
Publisher : PT SOLUSI EDUKASI BERDIKARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63901/ijebam.v2i6.99

Abstract

This study aims to compare the differences in the attractiveness of product advertising content with human influencers and VTubers using the audience experience approach. The audience's experience is seen through an assessment of the pragmatic and hedonic qualities of the two advertisements viewed. Attrakdiff is used as a method to measure the assessment of both product advertisements. There are 20 respondents who are asked to view both advertisements and fill out two different questionnaires representing advertisements with human influencers and VTubers. The results show that the attractiveness of advertisements with human influencers and VTubers has almost the same attractiveness. There are differences in pragmatic and hedonic-identity quality (human influencers are superior) and hedonic-stimulation (VTubers are superior), which differentiate between the two. Although there are differences in the assessment of the audience's experience in watching content from human influencers and VTubers, both still have almost the same appeal.
EMPLOYEE TRANSFER STRATEGY, CASE STUDY: PT KERETA API INDONESIA (PERSERO) HEAD OFFICE Maritza Amalia Puteri Hadi; Muhammad Saddam Sofyandi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9531

Abstract

Employee transfer is an important human resource management practice in large organizations, yet its implementation often presents managerial and employee-related challenges. In state-owned enterprises, transfer strategies are intended to support organizational needs and employee career development, but empirical evidence on how these strategies operate in practice remains limited. This study examines the employee transfer strategy at the Head Office of PT Kereta Api Indonesia (Persero). Using a qualitative case study approach, data were collected through in-depth interviews with two human resource personnel and five transferred employees, supported by document analysis. Data credibility was ensured through triangulation, and thematic analysis was applied to interpret the findings. The results indicate that employee transfer strategies are formulated based on organizational needs, employee competencies, and career development considerations, and are implemented through structured administrative procedures and performance-based evaluations. However, challenges persist related to communication clarity and alignment between policy and practice. The study contributes to human resource management literature by positioning employee transfer as a dynamic strategic process rather than a purely administrative mechanism, particularly within state-owned enterprises, and offers practical insights for improving transfer effectiveness.
PENGEMBANGAN DAN PEMANFAATAN DASHBOARD UNTUK ANALISIS DESKRIPTIF KINERJA PENJUALAN KUMULATIF PADA UNIT NIAGA DAN PEMASARAN PT PLN UP3 BALIKPAPAN BERBASIS LOOKER STUDIO Azahra Aura Maharani; Muhammad Saddam Sofyandi
Journal Competency of Business Vol. 10 No. 1 (2026): Journal Competency of Business
Publisher : Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

PT PLN UP3 Balikpapan is a company operating in the electricity sector, particularly in customer services and electricity distribution management. UP3 Balikpapan is responsible for new customer connections, power capacity adjustments, distribution network maintenance, power outage handling, and service quality improvement. Sales performance evaluation is an important activity, especially for the Sales and Marketing Unit, to monitor performance achievements and support decision-making processes. This study aims to analyze the cumulative sales performance of the Sales and Marketing Unit of PT PLN UP3 Balikpapan through a dashboard-based approach. The study employs a quantitative descriptive method using secondary data in the form of cumulative sales data obtained from the company’s internal documents. The data were processed and visualized using a dashboard developed in Looker studio. The results indicate that the dashboard is capable of presenting cumulative sales performance information in a concise, structured, and easy-to-understand manner, thereby supporting the monitoring and evaluation process. The developed dashboard can serve as a supporting tool for sales performance evaluation within the Sales and Marketing Unit of PT PLN UP3 Balikpapan.
Co-Authors Azahra Aura Maharani Binarin Tirto Andika Dwi Martutiningrum Maritza Amalia Puteri Hadi Masyithoh Annisaush Sholihah Reynaldi Dwi, Junianta