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J-LEE - Journal of Law, English, and Economics
Published by Universitas Harapan Bangsa Purwokerto
ISSN : -     EISSN : 27757153     DOI : https://doi.org/10.35960/j-lee.v6i1
Core Subject : Economy, Science, Education, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Other
We are interested in topics which relate generally to: 1. Law 2. English Education 3. Economics issues in Indonesia and around the world. Articles submitted might cover topical issues in: Law, English Education, Economics.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 112 Documents
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STRATEGI LIVE COMMERCE PADA UMKM DI KABUPATEN BANYUMAS Putri, Puspita Lianti; Indrawati, Iin Dyah
J-LEE - Journal of Law, English, and Economics Vol. 7 No. 2 (2025): DECEMBER
Publisher : LPPM Universitas Harapan Bangsa

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Abstract

The growth of social commerce has accelerated live commerce as a marketing channel that emphasizes real time interaction, product demonstration, and trust building. This article aims to explain how live commerce is enacted as a strategic marketing and business practice among MSMEs in Banyumas Regency. Adopting an interpretive qualitative perspective with a multiple case study design, the study synthesizes two data sources: published MSME case studies containing interviews, observations, and documentation from the Banyumas context, and TikTok Shop analytics including performance records of TikTok Shop LIVE sessions from accounts identified with Banyumas or Purwokerto. Data were analyzed using reflexive thematic analysis to identify recurring strategic practices across cases. The findings reveal five core themes: structuring live sessions to capture attention and sustain audience engagement; transparency and demonstration as foundations of trust; conversion mechanisms driven by promotional urgency and explicit calls to action; live commerce as an ecosystem hub connected to broader sales networks such as resellers and affiliates; and operational capability and role division as prerequisites for sustainability. Platform analytics further show sharp performance variation, suggesting that higher live frequency does not automatically translate into higher transaction value. Overall, live commerce among Banyumas MSMEs constitutes a strategic capability that requires orchestration of content, trust, and operational consistency. The study highlights practical implications for capacity building that goes beyond technical livestream skills toward content strategy, promotional governance, service management, and transaction channel integration.
Pengaruh Cashless Intensity, Disiplin Anggaran, dan Perencanaan Keuangan terhadap Profitabilitas UMKM Kreatif di Indonesia Dianningsih; Istiningrum, Farida
J-LEE - Journal of Law, English, and Economics Vol. 7 No. 2 (2025): DECEMBER
Publisher : LPPM Universitas Harapan Bangsa

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh cashless intensity, disiplin anggaran, dan perencanaan keuangan terhadap profitabilitas UMKM kreatif di Karesidenan Banyumas. Transformasi digital sistem pembayaran melalui QRIS dan kanal non-tunai telah mengubah pola transaksi UMKM, namun peningkatan transaksi belum tentu diikuti peningkatan laba tanpa didukung kapabilitas manajerial yang memadai. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan desain cross-sectional terhadap 135 responden UMKM kreatif. Data dianalisis menggunakan regresi linear berganda dengan dua model pengukuran profitabilitas, yaitu persepsional dan Net Profit Margin (NPM). Hasil penelitian menunjukkan bahwa secara parsial dan simultan, cashless intensity, disiplin anggaran, dan perencanaan keuangan berpengaruh positif dan signifikan terhadap profitabilitas. Perencanaan keuangan merupakan variabel yang paling dominan memengaruhi profitabilitas (β = 0,475; p < 0,001). Disiplin anggaran juga berpengaruh signifikan (β = 0,229; p = 0,004), diikuti oleh cashless intensity (β = 0,204; p = 0,013). Model regresi menunjukkan kemampuan penjelasan sebesar 41,2% pada model persepsional dan 30,8% pada model NPM. Temuan ini menegaskan bahwa profitabilitas UMKM kreatif tidak hanya ditentukan oleh digitalisasi pembayaran, tetapi oleh kombinasi kapabilitas digital dan kapabilitas manajerial. Implikasi penelitian ini menunjukkan bahwa program penguatan UMKM perlu mengintegrasikan literasi pembayaran digital dengan pelatihan penganggaran dan perencanaan keuangan untuk meningkatkan keberlanjutan usaha.

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