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All Journal Jurnal Cakrawala Ilmiah Indonesian Journal of Economics and Strategic Management Journal of Business Economics and Management
Pupung Purnama Sari
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Analisis Pengalamam Pelaku UMKM Jasa Mua Dalam Implementasi Strategi Pemasaran Digital Karen Nibenia Hia; Lulu Permatasari; Winni Gressia Raja Gukguk; Pupung Purnama Sari
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 1 No. 4 (2025): April - Juni
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study analyzes the experiences of Micro, Small, and Medium Enterprises (MSMEs) providing Make-Up Artist (MUA) services in Bekasi Regency in implementing digital marketing strategies. This study aims to reveal the challenges, opportunities, and impacts of using digital marketing strategies on their business success. A qualitative research method with a case study approach was used, involving in-depth interviews with a number of MUA service MSMEs in Bekasi Regency. The research results are expected to provide a comprehensive overview of the effectiveness of digital marketing strategies for MUA service MSMEs in the region, as well as their implications for the development of more effective business policies and strategies in the future. This research contributes to a better understanding of the application of digital marketing strategies in the context of beauty service MSMEs in Indonesia, specifically in Bekasi Regency.
ANALISIS STRATEGI PEMASARAN INDUSTRI KACA DALAM MENGHADAPI PANDEMI COVID 19 Pupung Purnama Sari; Totok Yuliarto
IJESM Indonesian Journal of Economics and Strategic Management Vol. 3 No. 2 (2025): July (2025)
Publisher : Draf Solusi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69718/ijesm.v3i2.463

Abstract

Penelitian ini membahas transformasi strategi pemasaran PT Mulia Industrindo Tbk (MLIA) pada periode 2019–2021 melalui pendekatan bauran pemasaran 4P (Product, Price, Place, Promotion), analisis SWOT, dan analisis eksternal PESTEL. Dalam menghadapi masa pandemi covid 19 , MLIA memfokuskan diri pada produk kaca seperti float glass, kaca pengaman, dan kaca kemasan. Keputusan ini meningkatkan spesialisasi produk dan mendukung ekspansi ke pasar ekspor, terutama pada 2020–2021. Strategi harga mengalami tekanan pada awal transisi, namun pulih seiring meningkatnya volume dan margin ekspor. Distribusi bergeser dari domestik menuju internasional dengan penguatan rantai pasok dan kemitraan global, didukung oleh promosi digital dan keikutsertaan dalam pameran ekspor. Analisis SWOT menunjukkan kekuatan dalam skala produksi dan jaringan distribusi, namun diimbangi kelemahan seperti ketergantungan tunggal pada produk kaca dan tekanan margin. Peluang utama mencakup ekspansi ekspor dan digitalisasi, sementara ancaman meliputi fluktuasi harga bahan baku dan ketidakpastian global. Dari sisi PESTEL, stabilitas politik dan dukungan kebijakan perdagangan menjadi peluang, sementara tantangan muncul dari faktor ekonomi, lingkungan, dan geopolitik. Keseluruhan strategi MLIA mencerminkan adaptasi yang progresif dalam menghadapi dinamika industri kaca global.
PENGARUH KONFLIK KERJA, STRES KERJA, DAN BEBAN KERJA TERHADAP TURNOVER INTENTION DIVISI E2 PRODUCTION ENGINEERING DI PT EPSON INDUSTRY Dendi Wahyudi; Affan Rafi; Pupung Purnama Sari
Jurnal Cakrawala Ilmiah Vol. 3 No. 12: Agustus 2024
Publisher : Bajang Institute

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Abstract

This study aims to determine how the effect of work conflict, work stress and workload on Turnover intention in the E2 Production Engineering Division at PT. INDONESIA EPSON INDUSTRY. By using a quantitative method, data from this study were collected from 61 E2 Production Engineering employees. The sampling technique uses a non-probability sampling technique with purposive sampling category. The analytical method used in this study is the data/instrument quantity test, classical assumption test, hypothesis testing and multiple linear regression analysis with the help of SPSS 26 software as a tool for analysis. The results of this study indicate that the work conflict variable has a significance value (0.025) < (0.05), work stress has a significance value (0.298) > (0.05) and workload has a significant value (0.000) > (0.05), so it can be concluded that only one independent variable, namely work conflict, has a positive and significant effect on turnover intention, while the variables work stress and workload have no significant effect. The results of the simultaneous test (F test) have a significance value (28.227) > (0.05) and (t test) obtained ttable (0.2564). a coefficient of determination (R2) of 0.773 or 77.3% of the Turnover intention variable is influenced by work conflict, while the remaining 22.7% is explained by other variables not used in this study
Co-Authors Affan Rafi Dendi Wahyudi Karen Nibenia Hia Lulu Permatasari Totok Yuliarto Winni Gressia Raja Gukguk