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All Journal Lead Journal of Economy and Administration
Oktaviani, Cyka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Relationship Marketing, And Green Marketing Toward Business Sustainability On Msmes Kab. Bandung. Rachmawati, Dwi; Mohd, Zalena; Sudari, Suci Ayu; Oktaviani, Cyka
Lead Journal of Economy and Administration Vol 1 No 3 (2023): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v1i3.70

Abstract

This study aims to find out the influence of Relationship Marketing, and Green Marketing to the Sustainability Business on SMEs (small and medium-scale Enterprise) in Kab. Bandung. Finding relation between variables allows this study to find the best strategy marketing to maintain the sustainability business of SMEs in Kab. Bandung. With the number of respondents as many as 100 SMEs, the instrument in the questionnaire is measured using a Likert scale (5 scales) then the data was processed with SPSS, while the variables are 1) Independent Variables consisting of Relationship Marketing, Green Marketing, 2) Dependent Variable is Sustainability Business. The used analysis in this study is multiple regression. The results show that Realtionship Marketing and green marketing has a positive and significant effect on Sustainability Business. The study discusses the results and give constructive suggestions for maintaining the sustainability business of SMEs.
The Influence of HR Management Strategy and Competitive Advantage on The Performance of UMKM, Sukmajaya District, Depok City, West Java Oktaviani, Cyka; Udriyah; Sudari, Suci Ayu
Lead Journal of Economy and Administration Vol 3 No 1 (2024): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v3i1.201

Abstract

Micro Small and Medium Enterprises (MSMEs) have experienced positive developments over time, MSME players also produce a variety of products. To determine the effect of competitive advantage on the performance of MSMEs in Sukmajaya District. To find out whether HR Management strategies and competitive advantage have affected the performance of MSMEs in Sukmajaya District, according to the Central Bureau of Statistics for MSMEs in Sukmajaya District, there will be a decline in 2022 - 2023. The method used in this research is a quantitative method. The quantitative approach can be explained as a research method based on positivism philosophy. This method is used as a research tool on a certain population or sample. This research shows that HR management strategies have a positive and significant influence on the performance of MSMEs in Sukmajaya District. MSME performance also has a positive impact on HR Management strategies. Together, HR Management strategy and competitive advantage have a significant effect on MSME performance. Implications for business actors: this research provides direction for effective management regarding HRM strategy and competitive advantage. HR Management Strategy and competitive advantage have a positive and significant effect on the performance of MSMEs in Sukmajaya District, with a significance value of 0.000 and 0.000 0.05. The linear regression results show that the Adjusted R² is 0.876, which means that 87,6% of the MSME performance variables are explained by these two variables. The F test shows F count (81,632) F table 3.130, strengthening the positive and significant influence of these two variables on performance.
Co-Authors Mohd, Zalena Nurwijayanti Suci Ayu Sudari Udriyah