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All Journal Jurnal Manajemen Terapan dan Keuangan SENTRALISASI Journal of Innovative and Creativity
Anjastanara Pasae
Universitas Dinamika Bangsa
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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STRATEGI PENGEMBANGAN USAHA MIKRO KECIL MENENGAH SEKTOR KOMODITAS BUAH PINANG DI PROVINSI JAMBI Anjastanara Pasae; Sigit Indrawijaya
Jurnal Manajemen Terapan dan Keuangan Vol. 12 No. 03 (2023): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v12i03.22630

Abstract

UMKM di Indonesia saat ini telah menyumbang banyak untuk pertumbuhan ekonomi. Salah satunya UMKM di sektor Komoditas, terutama Komoditas Buah Pinang di Provinsi Jambi. Komoditas Buah Pinang merupakan salah satu UMKM yang sedang banyak di geluti oleh masyarakat. Akan tetapi, perkembangan usaha komoditas ini hanya meningkat di pasar ekspor dimana komoditas ini dikelola hanya sebatas bahan baku saja di Indonesia. Kerap masih banyak permasalahan yang terjadi pada komoditi buah pinang ini serta masih banyak yang butuh di kembangkan dalam segi produksi. Oleh karena itu, penelitian ini akan mengupas apa saja permasalahan yang terjadi pada UMKM komoditas buah pinang di Provinsi Jambi, dan apa saja strategi yang dapat dilakukan guna mengembangkan UMKM sektor komoditas buah pinang. Penelitian ini menggunakan mixed method dengan pendekatan Business Model Canvas dikombinasikan dengan Analisis SWOT dan QSPM (Quantitative Strategic Planning Matrix), sehingga akan menghasilkan strategi yang mapan dan mumpuni. Hasil dari identifikasi BMC pada pelaku saat ini menunjukkan pada tahap Grow & Build, dan hasil dari Analisa SWOT pada penelitian menghasilkan 9 strategi alternative yang diantaranya adalah memperluas Pangsa Pasar, meningkatkan kualitas produksi dengan memanfaatkan teknologi, inovasi produk harus lebih dikembangkan, perbaikan pada manajemen keuangan, mengembangkan skill dalam bernegosiasi dengan pembeli, mempertahankan hubungan baik dengan mitra, kolaborasi dengan pesaing, mempunyai sarana promosi khusus dan membangun koneksi dengan pemerintah serta dinas terkait untuk pembinaan pasar ekspor. Berdasarkan hasil dari 9 strategi tersebut, dihasilkan strategi yang menjadi prioritas utama yaitu membangun koneksi dengan pemerintah serta dinas terkait untuk pembinaan pasar ekspor dengan nilai TAS (Total Attractive Score) sebesar 5,762 menurut perhitungan dari QSPM.
Analisis Motivasi, Faktor Sosial, Impulse Buying, Kepercayaan Merek, dan Word of Mouth: Studi Fenomenologis pada Seminar Manajemen Pemasaran Widyadhana Candraningtias; Krismonika Hidayat; Anjastanara Pasae
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.5888

Abstract

This study explores the underlying meanings of students’ experiences related to motivation, social factors, brand trust and image, and word of mouth in shaping impulse buying behavior in the digital era. Unlike most previous research employing quantitative methods, this study adopts a qualitative phenomenological approach supported by a Likert-scale perception instrument to elicit experiential narratives. The participants consisted of students enrolled in the Marketing Management Seminar course. Data were collected through Likert-scale questionnaires, short open-ended interviews, and field observations. Descriptive results show that motivation (mean = 4.25), brand trust and image (mean = 4.17), and word of mouth (mean = 4.01) fall into the high category, while social factors (mean = 3.73) and impulse buying (mean = 3.74) are moderately high. The qualitative findings highlight motivation as the primary driver of spontaneous purchasing, influenced by emotional needs, trends, and digital promotional stimuli. Word of mouth acts as an informational catalyst that accelerates decision-making, whereas social factors and brand trust provide psychological assurance in impulsive purchases. Overall, this study deepens understanding of student consumption dynamics and contributes to consumer behavior research within higher education contexts.  
INTEGRATED MODEL OF INFLUENCER MARKETING STRATEGY AND SOCIAL MEDIA ACTIVITIES ON CONSUMER PURCHASE DECISIONS OF MSMES IN THE DIGITAL ERA: THE DUAL MEDIATING ROLES OF PERCEIVED VALUE AND CUSTOMER ENGAGEMENT Fahdillah, Yosi; Sabrina, Hanan Laras; Suratno, Eddy; Pasae, Anjastanara; Ismayanti, Pupung
Jurnal Manajemen Terapan dan Keuangan Vol. 15 No. 03 (2026): Jurnal Manajemen Terapan dan Keuangan (On Proses)
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v15i03.59175

Abstract

Abstract This study examines the influence of influencer marketing strategy and social media activities on purchase decisions among Micro, Small, and Medium Enterprises (MSMEs) in the digital era, with perceived value and customer engagement as mediating variables. A quantitative approach was applied, and data were collected from 150 respondents through a structured questionnaire targeting active social media users who have purchased MSME products. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that influencer marketing strategy and social media activities have a positive and significant effect on perceived value, customer engagement, and purchase decisions. Furthermore, both perceived value and customer engagement significantly influence consumers’ purchase decisions. The findings also confirm that perceived value and customer engagement mediate the relationship between digital marketing strategies and purchasing behavior.This study highlights the importance of integrating influencer marketing and social media engagement to enhance consumer perceptions and involvement, which ultimately drive purchase decisions. The results provide both theoretical contributions to digital marketing literature and practical implications for MSMEs in developing effective and sustainable marketing strategies.  Keywords: Influencer Marketing Strategy, Social Media Activities, Purchase Decision, Perceived Value, Customer Engagement, MSMEs, Digital Era.
The Role of Trust, Information Richness, and Enjoyment in Shaping Consumer Acceptance of TikTok Live Shopping: Evidence from Jambi City Irfan Hassandi; Widyadhana Candraningtias; Anjastanara Pasae; Reynhard Laurent Yunata
SENTRALISASI Vol. 15 No. 3 (2026): September
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i3.5952

Abstract

This study examines how Perceived Trust, Information Richness, and Perceived Enjoyment influence Behavioral Intention to use TikTok Live Shopping through Perceived Usefulness and Perceived Ease of Use within an extended Technology Acceptance Model. Data were collected from TikTok Live Shopping users in Jambi City who met the study eligibility criteria and were analyzed using Partial Least Squares Structural Equation Modeling. The findings support all proposed relationships. Perceived Trust, Information Richness, and Perceived Enjoyment positively influence both Perceived Usefulness and Perceived Ease of Use. Among these antecedents, Perceived Enjoyment demonstrates the strongest contribution to both acceptance beliefs, indicating that an engaging and enjoyable live-shopping experience plays an important role in how users evaluate the usefulness and ease of the platform. Behavioral Intention is positively influenced by both Perceived Usefulness and Perceived Ease of Use, with Perceived Usefulness showing the comparatively stronger relationship. These findings indicate that the acceptance of TikTok Live Shopping among users in Jambi City is shaped by the combined roles of trust, information quality, enjoyment, perceived utility, and ease of interaction. The study extends the Technology Acceptance Model by integrating transactional, informational, and hedonic factors within a single framework for explaining live-commerce acceptance. Practically, the findings suggest that credible communication, informative product presentation, and engaging live interactions may strengthen users’ acceptance of TikTok Live Shopping.
Co-Authors Fahdillah, Yosi Irfan Hassandi Ismayanti, Pupung Krismonika Hidayat Laras Sabrina, Hanan Reynhard Laurent Yunata Sigit Indrawijaya Suratno, Eddy Widyadhana Candraningtias