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Jurnal Ilmiah Edunomika (JIE)
Published by STIE AAS Surakarta
ISSN : -     EISSN : 25981153     DOI : https://dx.doi.org/10.29040/jie
Core Subject : Economy, Science, Education,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education
Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi mengundang para guru, akademisi (dosen atau peneliti) dan praktisi terkait (Sekolah, Perguruan Tinggi, Pemerintahan, LSM, dan lain-lain) untuk dapat mengirimkan artikel dengan kajian ekonomi dan pendidikan ke Jurnal Ilmiah Edunomika (JIE).
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 3,201 Documents
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ANALISIS PENGARUH DIGITAL INSTAGRAMMABILITY, SOCIAL MEDIA ENGAGEMENT, DAN LOCATION-BASED SOCIAL MEDIA MARKETING TERHADAP BRAND SWITCHING BEHAVIOR: PERGESERAN PREFERENSI KONSUMEN DARI KAWASAN FLAMBOYAN KE SUNBAE Zerah Elisa Derek; Yoan Purnamasari Makapuase Bahalau; Rosary Patricia Mekel
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19675

Abstract

This study aims to analyze the influence of Digital Instagrammability, Social Media Engagement,and Location-Based Social Media Marketing on Brand Switching Behavior in the shift of consumerpreferences from the Flamboyan culinary area to the Sunbae area in Manado City. Using a quantitativeapproach with survey methods, data were collected from 100 respondents selected through purposivesampling technique—specifically consumers who had previously visited the Flamboyan area and then shiftedtheir preferences to the Sunbae area. Data analysis employed multiple linear regression using SPSS version25. The results show that Digital Instagrammability (X1) has a significant positive effect on Brand SwitchingBehavior (Y) with a coefficient of 0.312 (t = 3.821, p < 0.05); Social Media Engagement (X2) has asignificant positive effect with a coefficient of 0.287 (t = 3.456, p < 0.05); and Location-Based Social MediaMarketing (X3) has a significant positive effect with a coefficient of 0.245 (t = 2.987, p < 0.05).Simultaneously, the three independent variables significantly influence Brand Switching Behavior (F =28.741, p < 0.05) with a coefficient of determination (R²) of 0.647, indicating that 64.7% of Brand SwitchingBehavior variance can be explained by the three variables. The findings underscore the critical role ofdigital visual aesthetics, interactive social media engagement, and geolocation-based marketing strategies inshaping consumer decisions to shift culinary area preferences.Keywords: Brand Switching Behavior; Digital Instagrammability; Location-Based Marketing; Social MediaEngagement; Consumer Preference
PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI PEMASARAN UMKM KULINER “COBEK BAKAR SURABAYA” DI KEDUNGDORO Naufal Safarel; Irra Chrisyanti Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19689

Abstract

This study aims to analyze the implementation of digital marketing in the culinary MSME Cobek Bakar Surabaya in Kedungdoro, Surabaya, with a focus on the digital marketing strategies implemented, the challenges faced, and their impact on sales and brand awareness. Digital marketing is an important strategy for MSMEs to increase competitiveness amidst the rapid development of the digital economy. The research method used is a qualitative approach with a case study design, with data collection techniques in the form of in-depth interviews, observation, and documentation. The research informants consisted of the owner, marketing staff, and consumers of Cobek Bakar Surabaya. The results show that the implementation of digital marketing is still in the basic stage, with a focus on social media as the main promotional channel. However, interaction with consumers and the use of e-commerce platforms are still limited, and there are challenges in terms of limited human resources and knowledge about advanced digital marketing. This study is expected to provide theoretical contributions to the development of digital marketing literature for culinary MSMEs, as well as provide practical recommendations for Cobek Bakar Surabaya and other MSMEs in optimizing the implementation of digital marketing to increase sales and brand awareness.
PENGARUH PENGGUNAAN INFLUENCER, STRATEGI PEMASARAN MELALUI MEDIA SOSIAL, SERTA INOVASI PRODUK TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK KULINER DI PENDOPO ASRI TRAWAS MOJOKERTO Ivana Hilary Darmawan; Irra Chrisyanti Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19713

Abstract

The aim of this study to analyse how Pendopo Asri Trawas's use of social media marketing, product innovation, and influencer marketing influences customers' final purchasing decision. In order to get at quantitative data, this study used a survey methodology and sent out questionnaires to 199 people who had bought something before. The data were analyzed using PLS-SEM, which stands for Partial Least Squares Structural Equation Modeling. Based on the findings, influencer marketing (β = 0.348; t = 5.166; p = 0.000) and social media marketing (β = 0.492; t = 7.787; p = 0.000) both have a favorable and substantial impact on purchase choices. Purchasing choices are unaffected by product innovation (β = 0.101; t = 1.419; p = 0.156). The R² value of 0.804 indicates that product innovation, social media marketing, and influencer marketing explain 80.4% of the factors influencing consumer choice. According to these results, digital marketing tactics have a greater impact on consumers' purchase choices in the modern day than does product innovation. Therefore, culinary business practitioners are encouraged to optimize social media marketing and collaborate with influencers to enhance consumer purchasing decisions.
PERILAKU PEMBELIAN NASABAH PADA APLIKASI PEGADAIAN DIGITAL PERAN MODERASI LITERASI DIGITAL DAN BRAND TRUST Sherly Ernawaty Susanto; Inijilia Wulan Gratia; Lidya Djuwita Pratiwi Canon
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19727

Abstract

The rapid growth of digital financial services in Indonesia has accelerated the adoption of digital pawn platforms, including the Pegadaian Digital application. This study examines the influence of perceived ease of use, perceived usefulness, perceived risk, and security on customer purchasing decisions, with digital literacy and brand trust as moderating variables. Employing a quantitative explanatory research design, data were collected from 200 respondents via purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results confirm that perceived ease of use (β=0.287; p=0.000), perceived usefulness (β=0.314; p=0.000), and security (β=0.241; p=0.000) positively and significantly influence purchasing decisions, while perceived risk exerts a significant negative effect (β=–0.198; p=0.001). Moreover, brand trust significantly moderates the negative effect of perceived risk on purchasing decisions (β=0.183; p=0.001), and digital literacy strengthens the positive effect of perceived ease of use on purchasing decisions (β=0.214; p=0.000). The model demonstrates substantial predictive power, explaining 67.3% of the variance in purchasing decisions (R²=0.673). These findings contribute to the advancement of digital consumer behavior theory in the financial technology sector and offer practical recommendations for Pegadaian to enhance its digital service quality and user-centric strategy
Analisis Dampak Online Customer Review, Product Quality, dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee di Kalangan Mahasiswa Nazilatul Khoiriyah; Edwin Zusrony; Sabtarini Kusumaningsih; Daniel Adi Setya Rahardjo
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19741

Abstract

Penelitian yang dilakukan memiliki tujuan untuk mengetahui dampak online customer review, product quality, dan promotion terhadap keputusan pembelian di marketplace Shopee. Riset memakai pendekatan kuantitatif dengan metode survei dengan data primer sebagai sumber data. Pengumpulan data primer melalui kuesioner dengan penilaian parameter memakai skala likert 1-5. Teknik sampling memakai purposive sampling dengan target responden 60 orang mahasiswa Gen Z wilayah kota Salatiga yang aktif berbelanja di marketplace Shopee. Teknik analisis data menggunakan regresi linier berganda serta diolah datanya menggunakan aplikasi SmartPLS 4.1.1.2. Hasil penelitian menunjukkan bahwa variabel online customer review dan promotion memiliki pengaruh positif dan signifikan, baik secara uji parsial dan uji simultan terhadap keputusan pembelian di marketplace Shopee, hanya variabel product quality yang tidak berdampak signifikan. Hasil ini memperkuat temuan terkait peran vital online customer review, product quality, dan promotion dalam membangun kepercayaan konsumen serta memengaruhi keputusan pembelian produk marketplace.
THE ROLE OF GREEN TRUST IN MEDIATING THE RELATIONSHIP BETWEEN GREEN PERCEIVED VALUE AND GREEN PURCHASE INTENTION OF E-COMMERCE BEAUTY PRODUCTS Wulan Nur Wijayanti; Edwin Zusrony; Pindo Asti; Gibson Manalu
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19745

Abstract

This study investigates the impact of Green Perceived Value on Green Purchase Intention mediated by Green Trust among Generation Z consumers aged 18-25 living in Semarang Regency who purchase skincare on e-commerce platforms. The sampling technique used a purposive sampling method and obtained 70 respondents. This study used a quantitative study using SEM-PLS. The data collection technique used a questionnaire and was measured using a Likert scale of 1-5. Based on the results of the quantitative investigation of Structural Equation Modeling (SEM), the response results showed a significant positive relationship between Green Perceived Value activities on Green Purchase Intention. Furthermore, the Green Trust variable was able to mediate the influence of Green Perceived Value on Green Purchase Intention. In addition, Green Trust was found to have a positive impact on Green Purchase Intention. These findings emphasize the importance of the Green Perceived Value strategy in encouraging Green Purchase Intention, and skincare companies can focus more on increasing Green Perceived Value and Green Trust to encourage Green Purchase Intention.
Strategi Digital Marketing dan Customer Engagement Dalam Meningkatkan Kinerja UMKM Kuliner Di Kota Manado Lidya Djuwita Pratiwi Canon; Injilia Wulan Gratia Wua; Sherly Ernawaty Susanto
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19756

Abstract

This study aims to analyze the effect of digital marketing strategies and customer engagement on the business performance of culinary MSMEs (Micro, Small, and Medium Enterprises) in Manado City. The rapid growth of digital technology has transformed the way small businesses promote their products and interact with customers. Using a quantitative approach with survey methods, data were collected from 120 culinary MSME owners in Manado City through purposive sampling. Multiple linear regression analysis was employed to test the research hypotheses. The results show that digital marketing strategy has a significant positive effect on MSME business performance (β = 0.412, t = 5.214, p < 0.05), and customer engagement also has a significant positive effect on MSME business performance (β = 0.387, t = 4.893, p < 0.05). Simultaneously, both variables explain 68.3% of the variance in MSME performance (R² = 0.683). This study contributes novelty by integrating the Digital Marketing Mix framework with the Customer Engagement theory in the context of culinary MSMEs in Eastern Indonesia, specifically Manado City, which has not been extensively studied in prior literature.
PENGARUH KOMPENSASI, MOTIVASI, BUDAYA ORGANISASI DAN LINGKUNGAN KERJA TERHADAP KINERJA PEGAWAI PT. BPR BANK SUKOHARJO (PERSERODA) Anggi Shela Ningrum; Sri Isfantin Puji Lestari; Priscilia Uning
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19774

Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh secara parsial maupun simultan Kompensasi, Motivasi dan Lingkungan Kerja terhadap Kinerja Pegawai BPR Sukoharjo.selanjutnya menganalisis variabel yang paling dominan mempengaruhi Kinerja Pegawai BPR Sukoharjo BPR Sukoharjo. Jenis penelitian ini adalah penelitian kuantitatif dengan teknik pengumpulan data kuesioner. Adapun sampel dalam penelitian sebanyak 34 responden dengn teknik pengambilan sampel yaitu sensus. Dari hasil analisis data diperoleh nilai t-hitung kompensasi sebesar 5,052 dengan taraf signifikan 0,000, untuk t-hitung motivasi sebesar 4,202 engan taraf signifikan 0,000, untuk t-hitung budaya organisasi sebesar 2,081 dengan taraf signifikan 0,046 dan untuk t hitung lingkungan kerja sebesar 2,689 dengan taraf signifikan 0,012. Karena nilai signifikansinya < (lebih kecil) dari 0,05, maka dapat disimpulkan bahwa variabel Kompensasi, Motivasi, Budaya Organisasi dan lingkungan kerja berpengaruh terhadap kinerja Pegawai BPR Sukoharjo. Selain parsial, secara simultan variabel Kompensasi, Motivasi, Budaya Organisasi dan lingkungan kerja juga berpengaruh terhadap kinerja Pegawai BPR Sukoharjo. Hal ini ditunjukkan dengan besarnya nilai F hitung sebesar 62.968 dengan tingkat signifikasinya sebesar 0,000. Karena nilai signifikansinya 0,000 < 0,05, maka terdapat pengaruh secara simultan atau bersama-sama variabel variabel Kompensasi, Motivasi, Budaya Organisasi dan lingkungan kerja terhadap kinerja Pegawai BPR Sukoharjo. Dari keempat variabel tersebut, variabel yang paling dominan mempengaruhi kinerja pegawai pada BPR Sukoharjo adalah Motivasi. Hal ini ditunjukkan dengan besarnya nilai b2 (motivasi) 0,481 > b1 (kompensasi) 0,309 > b4 (lingkungan Kerja) 0,190 > b3 (budaya organisasi) 0,112.
DAMPAK WORD OF MOUTH, MEDIA SOSIAL, DAN PERSEPSI KUALITAS LAYANAN TERHADAP CUSTOMER SATIFACTION DI RESTORAN AYAM BAKAR POJOK KANWA Anniza Rochzana; Jessica Abigail; Irra Chrisyanti Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19781

Abstract

This research intends to examine the effect of word of mouth (WOM), social media, and perceived service quality on customer satisfaction at Ayam Bakar Pojok Kanwa Restaurant. The study is based on the increasingly competitive food and beverage industry, which requires restaurants to combine effective communication strategies with satisfying service experiences. This study adopted a quantitative research design by collecting data through questionnaires administered to 226 respondents who had previously visited the restaurant. Multiple linear regression was employed to analyze the data. The findings indicate that word of mouth as well as perceived service quality demonstrate a significant impact on customer satisfaction, while social media does not have a significant effect. Collectively, all three variables influence customer satisfaction, with an R² value of 40.4%. Among the independent variables, perceived service quality is the dominant factor. These results indicate that improving service quality and promoting positive customer recommendations are essential strategies for enhancing customer satisfaction as well as strengthening customer loyalty within the restaurant sector. Keywords: WoM, social media, perceived service quality, customer satisfaction.
A MODERATION MODEL OF WORK ENVIRONMENT ON THE RELATIONSHIP BETWEEN WORK DISCIPLINE, WORKLOAD, AND EMPLOYEE PERFORMANCE AT PT. PNE Aprian Herwansyah; Lukmanul Hakim; A.K. Yohanson; Kemas Muhammat Abdul Fatah
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19787

Abstract

PT Putra Nusa Energy is a company that deals with diesel fuel distribution. There are 40 employees in three divisions. The objective of this study is to evaluate the impact of work discipline, workload, and work environment on employee performance at PT Putra Nusa Energy. The data in this study is quantitative.. Questionnaires filled out on a Likert scale were distributed among all 40 employees, which collected data. The total sampling is conducted using the census method, which involves taking into account the entire population. Using SPSS, the analysis of data was conducted using multiple linear regression and moderated regression analysis (MRA). The study suggests that employee performance can be positively affected by work discipline and work environment. This is a significant finding. However, the negative impact of workload on employee performance is not as significant. Furthermore, the workplace atmosphere greatly amplifies how work discipline can positively influence performance. The relationship between workload and employee performance is significantly tempered. The company must demonstrate a strong commitment to improving work ethics and mitigating the negative effects of workload.' Moreover, the work environment must be maintained as a crucial factor to ensure operational stability. Keywords : Employee Performance, Putra Nusa Energy, Work Discipline, Work Environment, Workload

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