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Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan
Published by Universitas Majalengka
ISSN : 27231941     EISSN : 27762483     DOI : https://doi.org/10.31949
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Entrepreuneur : Jurnal Bisnis Manajemen dan Kewirausahaan merupakan sarana publikasi hasil riset bagi para akademisi, praktisi, peneliti, mahasiswa, dan pihak lain yang tertarik dengan pengembangan ilmu profesi dan praktek manajemen di Indonesia. Adapun Focus dan Scope yang menjadi prioritas diantaranya ; Manajemen Sumberdaya Manusia , Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasional, Manajemen Rantai Pasokan, Corporate Governance, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 235 Documents
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Deni CITRA MEREK, KEPUASAN PELANGGAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MS Glow Majalengka Deni Istiono; Pupung Pamungkas; Nining Kurniasih
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.18292

Abstract

ABSTRACT MS Glow is a local skincare brand in Indonesia that has successfully built a strong market position, including in Majalengka Regency. This research is motivated by MS Glow’s ability to maintain its presence in the beauty industry amid fluctuations and competition from other brands. Customer loyalty refers to a strong commitment from customers to continue purchasing and supporting preferred products in the future. Loyalty plays an important role in business sustainability because loyal customers tend to make repeat purchases and recommend products to others. The success of building customer loyalty is closely related to the roles of brand image, customer satisfaction, and trust. These three variables are considered important in shaping customer loyalty, as a positive brand image, high levels of customer satisfaction, and strong customer trust can encourage repeat purchases and recommendations to others. This study uses a quantitative method with a descriptive verificative approach. The research population consists of MS Glow customers in Majalengka Regency, whose exact number is unknown. A sample of 100 respondents was obtained using a non-probability sampling technique with an accidental sampling method. Data were collected through online questionnaires and analyzed using SPSS. The results show that brand image and customer satisfaction have a positive and significant effect on customer loyalty, while trust does not affect customer loyalty
PENGARUH LINGKUNGAN KERJA DAN INSENTIF TERHADAP PRODUKTIVITAS KERJA KARYAWAN Endah Prihartini; Eli Achmad Mahiri; Mira Juliastri
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.18556

Abstract

Work productivity is one of the keys to achieving company goals. But in reality, there are still some employees who have not shown their work productivity optimally. This phenomenon also occurs at PDAM Tirta Bhakti Raharja Majalengka, where there is a mismatch between the target and the realization achieved by employees. Productive employees are able to encourage companies to meet targets, so work productivity greatly affects company performance. This research uses descriptive and verification analysis methods. One of them is by distributing questionnaires to obtain data. The population in this study were 56 employees of the central office of PDAM Tirta Bhakti Raharja Majalengka Regency. The sampling technique is saturated sampling technique. The research instrument test used is validity and reliability test. The data analysis used includes multiple linear regression analysis, classical assumption test and coefficient of determination test, hypothesis testing with the support of SPSS 26. The results obtained from this study indicate that the work environment does not have a significant effect on employee performance. Meanwhile, work productivity is influenced by the incentives provided.
Strategi Promosi Digital dan Keputusan Pembelian Konsumen TikTok Shop Wenti Ayu Sunarjo; Siti Nurhayati; Choliq Sabana
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.18844

Abstract

The rapid growth of social commerce has transformed consumer purchasing behavior in the online fashion industry. TikTok Shop, which integrates social media and e-commerce features, has become an effective marketing platform for local fashion brands, including Jiniso. This study aims to examine the effects of flash sales, free shipping, and content marketing on consumer purchase decisions for Jiniso products through TikTok Shop. A quantitative approach was employed using survey data collected from 97 consumers who had previously purchased Jiniso products via TikTok Shop. Multiple linear regression was utilized to analyze the data. The results reveal that flash sales significantly influence purchase decisions. Free shipping also exerts a positive and significant effect on purchase decisions. Furthermore, content marketing emerged as the strongest predictor of consumer purchase decisions. Simultaneously, all three variables significantly affect purchase decisions. These findings indicate that successful marketing in social commerce environments is not solely driven by price promotions but also by the ability to create engaging and informative content that strengthens consumer involvement. This study provides practical implications for local fashion businesses in optimizing digital marketing strategies to enhance competitiveness in the digital economy era.
Analisis Kendala dan Peluang Pengembangan UMKM di Era Ekonomi Digital Terry Sugihardi
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.19140

Abstract

This study aims to analyze the challenges and opportunities for the development of Micro, Small, and Medium Enterprises (MSMEs) in the digital economy era. MSMEs play a strategic role in Indonesia's economy, but digital transformation has not been evenly implemented because of limited digital literacy, managerial capability, access to finance, infrastructure quality, business legality, transaction security, and dependency on digital platforms. This study applies a descriptive qualitative approach using a literature review method. Data were collected from official government publications, digital economy reports, and relevant academic literature. The analysis was conducted through data reduction, issue categorization, the development of challenge and opportunity matrices, and interpretive conclusion drawing. The findings indicate that the main obstacles faced by MSMEs are not only related to access to digital devices, but also to the ability to use technology for marketing, financial management, customer service, product innovation, and business decision-making. On the other hand, development opportunities are increasingly available through marketplaces, social media, digital payments, logistics services, technology-based financing, content-based marketing, and consumer data utilization. This study concludes that MSME development in the digital economy requires the integration of internal capacity building, continuous mentoring, consumer protection, access to finance, and an inclusive digital ecosystem.
Menganalisis Digital Marketing Sebagai Alat Strategi Pemasaran UMKM di Era Revolusi Digital Jumaati; Nurhaerah; Muh Taftazani JR
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.19605

Abstract

This study aims to analyze the implementation of digital marketing as a strategic tool in the digital revolution era. The research was conducted at the Arsyla Collection shop, located on Jalan Andi Makkasau, Mamuju Regency. A qualitative descriptive method—specifically a naturalistic inquiry approach—was employed, utilizing a series of interviews and observations; the informants included the shop owner (owner of Arsyla Collection) and an administrative/editing assistant. The findings indicate that the digital marketing revolution offers significant benefits for MSMEs, as digital marketing entails relatively low costs and enables a wider market reach without requiring extensive time for in-person (offline) promotions. Furthermore, adopting a digital marketing strategy centered on content creation effectively attracts potential customers, increases brand awareness, builds audience trust and loyalty, engages emotions, expands audience reach, and boosts sales in a precise and effective manner.

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