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All Journal Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma) International Journal Business, Management and Innovation Review
Abel Widi Astuti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Strategic Adaption to Marketing Failures: A Case Study of PohonCoklat.co Abel Widi Astuti; Auramila Divana Esfandiari; Sudarmiatin Sudarmiatin; Ita Prihatining Wilujeng
International Journal Business, Management and Innovation Review Vol. 2 No. 4 (2025): International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i4.175

Abstract

This case study examines the business discontinuity of PohonCoklat.co and reconsiders the widely accepted notion that a strong digital marketing strategy alone is sufficient to secure long-term business sutainability. Although the brand achieved notable digital performance–reflected in a steady 4.5% engagement rate accross social media and sustained visibility on major online marketplaces–the business ultimately ceased operations in mid-2023. Using a retrospective qualitative approach that incorporates document analysis and semi-structured interviews, this study reveals that the discontinuity was rooted not in marketing shortcomings, but in critical operational weaknesses. The main contributing factors included owner burnout driven by overly centralized decision-making, intensifying operational burdens caused by rising raw material prices and platform commission fees, and the lack of a scalable, decentralized system to distribute tasks effectively. These structural limitations progressively undermined profitability and constrained the company’s ability to respond to shifts in market demand. The findings highlight that digital marketing success cannot offset core operational deficiencies. Thus, this study asserts that sustainable digital business performance requires a strategic blend of marketing strength, robust operational frameworks, adaptive resource management, and long-term planning. The experience of PohonCoklat.co demonstrates that without these essential components, even digitally strong ventures remain vulnerable to stagnation and eventual closure.
PERAN ETIKA DAN KEPATUHAN HKI DALAM MEMBANGUN EKOSISTEM WIRAUSAHA BERKELANJUTAN: Abel Widi Astuti; Agung Winarno; Wening Patmi Rahayu
Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (JEBISMA) Vol 3 No 2 (2025): Desember 2025
Publisher : PT. Media Edutama Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70197/jebisma.v3i2.165

Abstract

Ekosistem wirausaha berkelanjutan tidak hanya bertumpu pada kemampuan inovasi dan kreativitas pelaku usaha, tetapi juga pada sejauh mana nilai-nilai etika dan kepatuhan terhadap regulasi hukum diterapkan secara konsisten. Etika bisnis menjadi fondasi moral yang menentukan bagaimana pelaku usaha mengambil keputusan yang bertanggung jawab, transparan, dan tidak merugikan pihak lain. Penerapan prinsip-prinsip etis seperti kejujuran, keadilan, dan tanggung jawab sosial akan memperkuat kepercayaan konsumen, menciptakan hubungan bisnis yang sehat, serta mendorong terciptanya reputasi usaha yang positif dan berkelanjutan. Di sisi lain, kepatuhan terhadap regulasi Hak Kekayaan Intelektual (HKI) memiliki peran penting dalam melindungi inovasi, mencegah praktik plagiarisme, dan memastikan adanya penghargaan terhadap karya kreatif. Usaha yang patuh terhadap HKI akan lebih terlindungi dari risiko pelanggaran hukum, sehingga mampu menciptakan iklim kompetisi yang sehat dan mendorong inovasi baru. Integrasi antara etika bisnis dan kepatuhan HKI juga memperkuat daya saing pelaku usaha dalam menghadapi pasar global, di mana standar moral dan perlindungan hukum menjadi indikator utama keberlanjutan bisnis. Dengan demikian, kerangka konseptual yang menggabungkan kedua aspek ini sangat relevan untuk memahami bagaimana wirausaha dapat berkembang secara berkelanjutan, adil, serta memberikan dampak positif bagi masyarakat dan lingkungan.
Co-Authors Auramila Divana Esfandiari Ita Prihatining Wilujeng Sudarmiatin Wening Patmi Rahayu