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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Bisnis dan Ekonomi
Danang Aziz Akbarona
Universitas Pertiwi
Economics, Econometrics & Finance

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STRATEGI PEMASARAN DIGITAL UMKM PARIWISATA BERBASIS IMC DAN AIDA: STUDI KASUS CV AJ PUTRA PERMANA Riki Ahmad Nugraha; Danang Aziz Akbarona; Arif Nugroho
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/w0x95w04

Abstract

Perubahan perilaku wisatawan yang semakin mengandalkan media digital menuntut UMKM pariwisata untuk mengembangkan strategi pemasaran yang efektif dan sesuai dengan keterbatasan sumber daya. Penelitian ini bertujuan menganalisis penerapan strategi pemasaran digital berbasis Integrated Marketing Communication (IMC) dan model AIDA pada CV AJ Putra Permana, serta mengkaji faktor pendukung, penghambat, dan dampaknya terhadap engagement, penjualan, dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap enam informan, observasi nonpartisipan, dan dokumentasi digital, kemudian dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi pemasaran digital berjalan secara adaptif dengan menjaga konsistensi pesan lintas platform media sosial dan alur komunikasi yang mengikuti tahapan AIDA secara operasional. Media sosial berfungsi membangun perhatian dan minat melalui konten visual, sementara WhatsApp menjadi media konversi dan pengelolaan hubungan pelanggan. Temuan ilmiah utama menunjukkan bahwa efektivitas strategi pemasaran digital UMKM pariwisata tidak ditentukan oleh kompleksitas teknologi, tetapi oleh keautentikan konten berbasis pengalaman nyata dan komunikasi personal yang responsif. Kebaruan penelitian ini terletak pada pembuktian empiris bahwa kombinasi konten autentik dan komunikasi personal mampu mengoptimalkan strategi pemasaran digital sederhana dan meningkatkan kinerja pemasaran UMKM pariwisata.
A Strategic Management Analysis To Enhance Organizational Effectiveness: A Case Study Of The Rupiah Banknote Printing Industry: Analisis Manajemen Strategis untuk Meningkatkan Efektivitas Organisasi: Studi Kasus Industri Percetakan Uang Kertas Rupiah Sandi Alam; Danang Aziz Akbarona; Sri Mulyani
Jurnal Bisnis dan Ekonomi Vol 4 No 2 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i2.193

Abstract

Objective : This study examines strategic management practices and challenges in enhancing organizational effectiveness within the Indonesian rupiah banknote printing industry, an environment characterized by strict regulation and high security sensitivity.   Methodology : Using a qualitative case study approach, data were collected through in-depth interviews, non-participant observation, and document analysis involving leaders and key employees selected purposively. Thematic analysis was applied through data reduction, data display, and conclusion drawing, supported by triangulation to ensure credibility.   Research results : Findings reveal that strategic management is implemented through three core stages: formulation, implementation, and evaluation. Major challenges include limited innovation, resistance to change, regulatory complexity, and weak inter-unit coordination. Despite these constraints, alignment between strategic initiatives and organizational vision contributes positively to operational efficiency, regulatory compliance, productivity, and adaptability to external changes. Overall, effective strategic management strengthens organizational performance in highly regulated public-sector industries.
The Impact Of Job Stress, Work Discipline, And Job Satisfaction On Employee Performance At PT. Az.Ko: Dampak Stres Kerja, Disiplin Kerja, dan Kepuasan Kerja terhadap Kinerja Karyawan di PT. Az.Ko Firman Setiabudi; Danang Aziz Akbarona; Junengsih
Jurnal Bisnis dan Ekonomi Vol 4 No 2 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i2.198

Abstract

Objective : This study aims to analyze the influence of Job Stress, Work Discipline, and Job Satisfaction on Employee Performance at the Inbound Department of PT. AZ.KO in Cikarang. The research is driven by a consistent decline in container receiving target achievement from 2021 to 2024, indicating human resource performance issues amidst an operational target increase from 6,000 to 8,000 units. Methodology : Using a quantitative approach with descriptive and causal designs, the study surveyed all 60 employees of the Inbound Department using saturated sampling. Data were analyzed through multiple linear regression via SPSS. Research results : The results show that Job Stress, Work Discipline, and Job Satisfaction simultaneously have a significant effect on Employee Performance (R^2 = 68.2%). Partially, Job Stress has a significant negative effect, while Work Discipline and Job Satisfaction have significant positive effects. Management is advised to review workload distribution to mitigate stress while maintaining consistency in discipline and job satisfaction to achieve sustainable operational targets.
Analysis of the Influence of Transformational Leadership Style and Employee Competence on Work Productivity: A Random Forest Machine Learning Approach: Analisis Pengaruh Gaya Kepemimpinan Transformasional dan Kompetensi Karyawan terhadap Produktivitas Kerja: Pendekatan Pembelajaran Mesin Random Forest Supatrem; Danang Aziz Akbarona; Junengsih
Jurnal Bisnis dan Ekonomi Vol 4 No 2 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i2.200

Abstract

Objective : This study investigates the influence of organizational culture and leadership style on employee performance, with work motivation as a mediating variable at PT Indonesia Chemi-Con. A quantitative survey was conducted using structured questionnaires distributed to employees Methodology : Data were analyzed through path analysis to examine direct and indirect relationships among variables. Research results : The results show that organizational culture and leadership style have a significant positive effect on employee performance, both directly and indirectly through work motivation. A strong organizational culture enhances motivation and aligns employee behavior with company objectives, while participative leadership strengthens commitment and role clarity. Work motivation significantly mediates the relationship between culture, leadership, and performance. The study highlights the strategic importance of motivation in improving organizational effectiveness within the manufacturing sector. Future research should broaden variables and sample coverage to increase generalizability.
Color and Motif Adjustment Strategies of Batik Cap in Overcoming Consumer Ambiguity for Batik MSME Sales Improvement in Jakarta: Strategi Penyesuaian Warna dan Motif Batik Cap dalam Mengatasi Ambiguitas Konsumen untuk Peningkatan Penjualan UMKM Batik di Jakarta Ade; Danang Aziz Akbarona; Arif Hidayat
Jurnal Bisnis dan Ekonomi Vol 4 No 2 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i2.205

Abstract

Abstract Objective: This study aims to examine color and motif adjustment strategies of batik cap in reducing consumer ambiguity to increase batik MSME sales in Jakarta.Methodology: A descriptive qualitative approach was employed with thematic analysis of 8 informants consisting of 2 batik cap MSME practitioners, 5 multigenerational consumers (ages 22–29 and 58–65), and 1 Visual Communication Design academic. Data were collected through in-depth interviews, field observation, and documentation studies.Findings: The research revealed three dimensions of consumer ambiguity: (1) perceptual ambiguity (inability to distinguish batik cap from digital printing), (2) referential ambiguity (emptiness of symbolic meaning of traditional motifs among younger generations), and (3) evaluative ambiguity (collapse of cultural hierarchy due to inconsistent product positioning). Successful MSMEs implemented three integrated strategies: generation- and region-based segmented visual design, cultural bridging through the principle of "adaptation not adoption," and quality signaling through production process transparency. These strategies increased purchase conversion by 35–100%, opened new consumer segments aged 20–45, and built long-term trust with repurchase rates up to 38%.
Co-Authors Ade Arif Hidayat Arif Nugroho Firman Setiabudi Junengsih Riki Ahmad Nugraha Sandi Alam Sri Mulyani Supatrem