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All Journal JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP Journal of Innovative and Creativity
Istinganah Eni Maryanti
Universitas Tunas Pembangunan Surakarta (UTP)
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Persepsi Pelaku UMKM terhadap Dampak Digitalisasi pada Struktur Pasar dan Harga: Studi Kualitatif pada Platform Marketplace di Kota Surakarta Darsono Darsono; Istinganah Eni Maryanti; Kurniawati Darmaningrum
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.1493

Abstract

Transformasi digital telah membawa perubahan signifikan dalam perilaku ekonomi mikro, khususnya dalam strategi penetapan harga pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di platform marketplace digital. Penelitian ini bertujuan untuk mengeksplorasi bagaimana pelaku UMKM di Surakarta memaknai dan menerapkan strategi harga dalam menghadapi kompetisi algoritmik dan dinamika pasar digital. Pendekatan yang digunakan adalah kualitatif deskriptif-interpretatif dengan strategi studi kasus kolektif. Data diperoleh melalui wawancara mendalam dengan 12 pelaku UMKM dari sektor fashion, makanan/minuman, kesenian dan kecantikan yang aktif di marketplace minimal selama 12 bulan. Hasil penelitian menunjukkan bahwa sebagian besar UMKM menetapkan harga berdasarkan mekanisme pasar dan algoritma platform, bukan berdasarkan biaya pokok produksi. Pelaku usaha cenderung menerapkan strategi psikologis harga dan responsif terhadap perubahan algoritmik untuk menjaga visibilitas produk dan daya saing. UMKM skala mikro menghadapi hambatan signifikan dalam memahami fitur digital canggih karena keterbatasan sumber daya dan literasi digital. Di sisi lain, sebagian UMKM mulai memanfaatkan marketplace sebagai kanal branding, bukan sekadar tempat bertransaksi, melalui penguatan visual, storytelling, dan live shopping. Temuan ini mengindikasikan bahwa marketplace digital berperan ganda sebagai saluran distribusi dan arena strategi kompetisi berbasis algoritma, sehingga membutuhkan intervensi kebijakan dan pendampingan untuk memastikan keberlanjutan UMKM dalam ekosistem digital.
The Nexus of Governance, Branding, and Tourist Behavior in Shaping Solo City's Halal Tourism Kurniawati Darmaningrum; Rini Adiyani; Sri Wijiastuti; Supartini Supartini; Istinganah Eni Maryanti; Syahriar Abdullah; Retnoning Ambarwati; Dhea Sashinta Ashari
Journal of Economics Education and Entrepreneurship Vol 7, No 1 (2026): JEE, APRIL 2026
Publisher : Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jee.v7i1.18264

Abstract

Halal tourism is a rapidly growing segment of the global travel industry, presenting both opportunities and challenges for destinations targeting Muslim travelers. Solo City holds strong potential to become one of Indonesia’s leading halal tourism destinations due to its rich Islamic heritage and multicultural environment. This study integrates collaborative governance, destination branding, and tourist behavior theories, considering the moderating role of sociocultural context and the facilitating effect of policy support. Using data from 463 respondents, including tourists, MSMEs, policymakers, and community leaders, analysis was conducted through Structural Equation Modeling (SEM) with AMOS. Findings reveal that visitor behavior, destination branding, and cooperative governance significantly influence the growth of halal tourism in Solo City, with visitor behavior emerging as the strongest predictor, emphasizing service experience, satisfaction, and loyalty. Sociocultural context negatively moderates the impact of branding but positively moderates governance effects, reflecting tensions between local identity and top-down branding. Policy support enhances the influence of both branding and governance through incentives, certification, and regulation. The study concludes that Solo City’s halal tourism development should emphasize stakeholder collaboration, authentic branding, tourist-centered services, culturally sensitive strategies, and supportive policies. Theoretically, this research integrates multiple perspectives in halal tourism studies and provides practical insights for policymakers and tourism stakeholders to strengthen Solo City’s competitiveness in the halal tourism market.
Co-Authors Ambarwati, Retnoning Darsono Darsono Dhea Sashinta Ashari Kurniawati Darmaningrum RINI ADIYANI Sri Wijiastuti Supartini Supartini Syahriar Abdullah