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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Bunga Kartika
Halu Oleo University, Kendari, Indonesia

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ANALYSIS OF SOCIO-CULTURAL VALIDITY AND BUSINESS MANAGEMENT IN E-COMMERCE ADOPTION IN FAST FOOD SMEs Fari Aus; Bunga Kartika; Muh. Husriadi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
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Digital transformation through e-commerce offers opportunity big for fast food SMEs, however​ social cultural resistance and limitations business management becomes an obstacle main in the adoption process. This study aims to analyze socio-cultural validity and readiness management in adopting e-commerce in fast food SMEs, as well as identify factors key influencing​ success digital transformation. The research method uses a qualitative approach with case studies, involving interview in-depth and observation participatory in MSME actors in urban areas. The results of the study revealed that the value family and interaction look at advance Still dominant, causing resistance to digital transactions, while limitations capacity managerial and digitalization of internal processes hinders e-commerce optimization. This finding confirms the need integration of cultural approaches and strengthening organizational capabilities to support technology adoption effective. Implications the practical thing is the importance ongoing training and contextual mentoring, as well as support policies that are adaptive to characteristics local fast food MSMEs. This study contributes to the development of a more inclusive and sustainable e-commerce adoption model in the culinary MSME sector.
EFFECT OF BRAND IMAGE IN INCREASING PURCHASE INTENTION OF BREAD MSMEs Bunga Kartika; Nada Kusuma; Muh. Husriadi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
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Development The rapid growth of MSMEs bread in Kendari City is facing challenges in building a strong brand image to increase purchase intention in the midst of intense market competition and change preference consumers. This study aims to understand how brand image through utilization local cultural values and digital marketing strategies have effect so that intention buy consumers in MSMEs bread. Qualitative research method using design descriptive. Interview in-depth, observation participatory, and documentation and inductive data analysis through coding and categorization theme. The results of the study show that integration local cultural symbols in branding and strategic social media management own effect to increase trust and loyalty consumers. However, the risks of digital overexposure and limitations human resources are an obstacle in maintaining authenticity brand. Consistency of taste, social testimonials, and availability. product limited also plays an important role in strengthening purchase intention. The implications of this study emphasize importance digital marketing training that is oriented towards conservation cultural values and the development of adaptive marketing strategies to support the sustainability of bread MSMEs in the local market.
PRODUCT QUALITY ANALYSIS IN INCREASING BUYING INTERESTIN THE TODAY'S FAST-FOOD BUSINESS Muh. Husriadi; Bunga Kartika; Deprianus Sarlis
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 10 (2025): JULY
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Fast food industry​ current face challenges in maintaining interest buy consumers in the middle increasingly fierce competition strict especially regarding quality product that is a factor main decision purchase. This study aims to analyze in a way comprehensive in dimensions quality products in ready- to-eat food contemporary. The method used is qualitative research. descriptive with data collection through interview in-depth and observation participatory in consumers in Kendari City. The results of the study showed that the dimensions quality products that include authentic and consistent taste, attractive and functional packaging, relevant menu innovations, and consistency production have a role in improving interest buy. In addition, the attraction product, loyalty consumers, and recommendations from word of mouth participate strengthen the relationship. The implications of this research contribute theoretical in the development of marketing science culinary and practical for business actors in formulating strategies for increasing quality products for sustainable competitiveness.
THE ROLE OF SOCIAL MEDIA AS A BUSINESS COMMUNICATION TOOLIN IMPROVING CUSTOMER LOYALTY Muh. Husriadi; Bunga Kartika; Nada Kusuma
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 2 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
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rapid development of social media has made this platform a tool main business communication, but many business actors face challenges in utilizing social media to increase loyalty customers. This study aims to examine the role of social media as a tool business communication in building and improving loyalty customers. The method used is qualitative with a case study approach, involving interview in-depth and observation of active business actors utilizing social media. Research results show that selecting platforms such as Instagram and WhatsApp, a personal and responsive communication strategy, and appropriate management of challenges and risks significantly contribute to increased engagement. loyalty customers. Implications In practice, this research emphasizes importance dynamic digital communication strategy adaptation and risk management communication on social media to strengthen business- customer relationship continuously . This research contributes to the development of theory digital business communications and offers directions strategic for business practices in the digital age
Co-Authors Deprianus Sarlis Fari Aus Muh. Husriadi Nada Kusuma