Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Dinasti International Journal of Education Management and Social Science IIJSE
Erry Sunarya
Universitas Muhammadiyah Sukabumi, Sukabumi, Indonesia
Economics, Econometrics & Finance Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Analysis of MSMEs Marketing Strategies and Competitiveness on Increasing Sales in the Digital Era at MSMEs Tofu in Sukabumi City Elisa Fitria; Erry Sunarya; Resa Nurmala
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7445

Abstract

This study aims to analyze the influence of marketing strategies and competitiveness on sales performance in the digital era among tofu MSMEs (Micro, Small, and Medium Enterprises) in Sukabumi City. The main issues faced by these businesses include the suboptimal use of digital marketing strategies and low competitiveness amid increasingly intense market competition driven by technological advancement. This research adopts a quantitative method with associative and descriptive approaches, utilizing multiple linear regression analysis to examine the relationship between marketing strategy (X1), competitiveness (X2), and digital-era sales performance (Y). Data were collected through questionnaires distributed to 54 tofu MSME actors using a saturated sampling technique. The findings indicate that both marketing strategies and competitiveness have a positive and significant effect on sales performance in the digital era. Therefore, improving product quality, conducting effective promotional activities, and enhancing operational efficiency and flexibility are essential in strengthening competitiveness and boosting sales among tofu MSMEs in Sukabumi.
The Effect of Self-Efficacy on Entrepreneurial Intentions Through Subjective Norms Among Business Administration Students at Universities in Sukabumi City Silla Prasasti; Erry Sunarya; Tetty Sufianty Zafar
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.4987

Abstract

This study aims to analyze the effect of self-efficacy on entrepreneurial intention with subjective norms as a mediating variable among business administration students at universities in Sukabumi City. A quantitative approach was used with a survey method targeting students at Muhammadiyah University Sukabumi and Sukabumi Polytechnic. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of the study indicate that self-efficacy has a positive and significant effect on entrepreneurial intention. Additionally, subjective norms were found to significantly mediate the relationship between self-efficacy and entrepreneurial intention. These findings confirm that students' confidence in their entrepreneurial abilities can increase their entrepreneurial intentions, especially when supported by positive social norms from their surroundings. This study has implications for higher education institutions in designing psychological and social-based entrepreneurship development programs to encourage the emergence of young entrepreneurs.
Co-Authors Elisa Fitria Resa Nurmala Silla Prasasti Tetty Sufianty Zafar