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All Journal Jurnal Manajemen STIE Muhammadiyah Palopo AKSIOMA : Jurnal Sains Ekonomi dan Edukasi
Sudirman Sudirman
Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Peran Budaya Dalam Memoderasi Pengaruh Faktor Destinasi Terhadap Niat Berkunjung Wisatawan Pada Destinasi UMKM Ramah Lingkungan di Papua Barat Daya Andi Sismar; Anita Kusumawati; Sudirman Sudirman; Dilla Astuti Ningsi; Judith Faith Passingan
Jurnal Manajemen STIE Muhammadiyah Palopo Vol 12, No 1 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/jurman.v12i1.2842

Abstract

ABSTRAKPenelitian ini bertujuan menganalisis pengaruh daya tarik destinasi, kualitas layanan, persepsi ramah lingkungan, citra destinasi, promosi digital, dan budaya terhadap niat berkunjung wisatawan pada destinasi UMKM ramah lingkungan di Papua Barat Daya, serta menguji peran budaya sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 113 wisatawan yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa daya tarik destinasi, kualitas layanan, persepsi ramah lingkungan, citra destinasi, promosi digital, dan budaya berpengaruh signifikan terhadap niat berkunjung wisatawan. Namun, daya tarik destinasi, kualitas layanan, persepsi ramah lingkungan, dan budaya memiliki pengaruh negatif signifikan, sedangkan citra destinasi dan promosi digital berpengaruh positif signifikan terhadap niat berkunjung. Hasil moderasi menunjukkan bahwa budaya memoderasi hubungan daya tarik destinasi dan citra destinasi terhadap niat berkunjung, tetapi tidak memoderasi hubungan kualitas layanan, persepsi ramah lingkungan, dan promosi digital terhadap niat berkunjung. Temuan ini menunjukkan bahwa citra destinasi dan promosi digital merupakan faktor penting dalam meningkatkan niat berkunjung wisatawan, sementara peran budaya bersifat selektif dalam memperkuat pengaruh faktor destinasi tertentu. Hasil penelitian memberikan implikasi bagi pengelola destinasi dan pelaku UMKM dalam mengembangkan pariwisata berkelanjutan berbasis budaya lokal di Papua Barat Daya.Kata Kunci: Daya Tarik Destinasi, Kualitas Layanan, Persepsi Ramah Lingkungan, Citra Destinasi, Promosi Digital, Budaya, Niat Berkunjung ABSTRACTThis study aims to analyze the influence of destination attractiveness, service quality, perceived environmental friendliness, destination image, digital promotion, and culture on tourists' visit intentions at eco-friendly MSME destinations in Southwest Papua, and to examine the role of culture as a moderating variable. The study used a quantitative approach involving 113 tourists selected through purposive sampling technique. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that destination attractiveness, service quality, perceived environmental friendliness, destination image, digital promotion, and culture significantly influenced tourists' visit intentions. However, destination attractiveness, service quality, perceived environmental friendliness, and culture had a significant negative influence, while destination image and digital promotion had a significant positive influence on visit intentions. The results of the moderation showed that culture moderated the relationship between destination attractiveness and destination image on visit intentions, but did not moderate the relationship between service quality, perceived environmental friendliness, and digital promotion on visit intentions. These findings indicate that destination image and digital promotion are important factors in increasing tourists' visit intentions, while the role of culture is selective in strengthening the influence of certain destination factors. The research results provide implications for destination managers and MSMEs in developing sustainable tourism based on local culture in Southwest Papua.Keywords: Destination Attractiveness, Service Quality, Environmentally Friendly Perception, Destination Image, Digital Promotion, Culture, Visit Intention 
Analisis Strategi Pemasaran Produk Bisnis UMKM SANT Dessert di Kota Makassar Nur Azizah Putri Dinanti; M. Abduh Idris; M. Dakhri Sanusi; Syafrimansyah Syafrimansyah; Sudirman Sudirman
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2899

Abstract

Analysis of Product Marketing Strategies of SANT Dessert MSME in Makassar City." This study aims to analyze the marketing strategies implemented by SANT Dessert MSME in Makassar City based on the Marketing Mix (4P) approach, which consists of product, price, place, and promotion. The study employed a descriptive qualitative research method. Data were collected through direct observation, in-depth interviews with the business owner, and documentation, and were analyzed using descriptive qualitative analysis techniques. The findings indicate that the product strategy focuses on maintaining the quality of raw materials, developing innovative product variants, and utilizing attractive and hygienic packaging. The pricing strategy is implemented by setting competitive prices that match consumers' purchasing power without compromising product quality. The place strategy is supported by a strategic business location and the utilization of digital ordering services, enabling wider market distribution. Meanwhile, the promotion strategy is carried out through social media marketing, live streaming, and participation in various MSME exhibitions and local bazaars. The integration of conventional and digital marketing strategies has proven effective in enhancing business competitiveness, expanding market reach, increasing consumer trust, and strengthening the brand image of SANT Dessert in Makassar City. This study implies that the implementation of the Marketing Mix integrated with digital transformation represents an effective strategy for culinary MSMEs in responding to increasingly competitive business environments.
Peran Data-Driven Decision Making dalam Meningkatkan Kinerja Penjualan Regional pada Perusahaan Edutech Miftahul Jannah; M. Dakhri Sanusi; Sudirman Sudirman; Syafrimansyah Syafrimansyah
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2900

Abstract

In the digital era, the ability to make data-driven decisions has become a strategic factor in improving organizational performance, particularly in the Educational Technology (EduTech) industry. This study aims to analyze the role of Data-Driven Decision Making (DDDM) in improving regional sales performance at an EduTech company. A quantitative approach was employed using a simple linear regression analysis based on the company's implementation of DDDM and regional sales data from 2023 to 2025. The data were analyzed using descriptive statistics, correlation analysis, coefficient of determination, and simple linear regression to examine the relationship between DDDM implementation and regional sales performance. The findings indicate that the implementation of DDDM increased from 60% in 2023 to 75% in 2024 and 88% in 2025. During the same period, regional sales increased from IDR 350,000,000 in 2023 to IDR 700,000,000 in 2024 and reached IDR 1,200,000,000 in 2025. The regression analysis produced the equation Ŷ = -1,493,251,273 + 30,178,268.25X, with a correlation coefficient (r) of 0.9898, indicating a very strong positive relationship, and a coefficient of determination (R²) of 0.9798, suggesting that 97.98% of the variation in regional sales performance is explained by the implementation of DDDM. These findings demonstrate that data-driven decision-making contributes significantly to improving business strategy formulation, operational efficiency, digital marketing effectiveness, and regional sales performance in the EduTech sector. Therefore, optimizing the implementation of DDDM is essential for enhancing organizational competitiveness and achieving sustainable business growth in the digital business environment.
Analisis Penerapan Project Management Tools Digital terhadap Beban Kerja Mental dan Produktivitas Pengawas Lapangan pada PT Menara Mas Cabang Papua Wiranto Wiranto; Sudirman Sudirman; M. Dkahri Sanusi; Syarifuddin Arief; Desi Arisandi
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2925

Abstract

The digitalization of construction management and field operations in extreme geographical areas requires precise technological interventions. This study aims to empirically analyze the impact of implementing digital project management tools on the mental workload and productivity level of field supervisors at PT Menara Mas, Papua Branch. Utilizing a quantitative causal-comparative design, data were gathered from 10 primary field supervisors using structured Likert-scale questionnaires extracted. Statistical data analysis was executed through two separate simple linear regression models via SPSS version 26. The results of Model I reveal that the implementation of digital project management tools has a positive and highly significant effect on mental workload, with a correlation coefficient (R) = 0.995, coefficient of determination (R2) = 0.990, and a significance value of p = 0.000 < 0.05. Conversely, Model II proves that the productivity level of field supervisors yields no significant impact on the workers' mental workload (R2 = 0.142; p = 0.282 > 0.05). These findings reinforce that digital automation drives high cognitive demands due to strict real-time monitoring, whereas physical productivity at Papua jobsites is governed by distinct external technical and operational factors.
Co-Authors Andi Sismar Anita Kusumawati Desi Arisandi Dilla Astuti Ningsi Judith Faith Passingan M. Abduh Idris M. Dakhri Sanusi M. Dkahri Sanusi Miftahul Jannah Nur Azizah Putri Dinanti Syafrimansyah Syafrimansyah Syarifuddin Arief Wiranto Wiranto