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Jurnal Administrasi Profesional
Published by Politeknik Negeri Jakarta
ISSN : -     EISSN : 29631734     DOI : https://doi.org/10.32722/jap.v1i01
Core Subject : Economy, Science, Education, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other
Jurnal ini berfokus pada pengembangan ilmu manajemen dan kewirausahaan yang meliputi aspek-aspek : Manajemen keuangan Manajemen Pemasaran Manajemen Sumber Daya Manusia Manajemen operasional Manajemen Strategis Manajemen Sistem Informasi Manajemen Bisnis Kecil Kewiraswastaan
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 76 Documents
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The Role of Social Commerce in Building Consumer Trust Among Mompreneur Enterprises Maghfirah Sari Azis; Puji Novita Sari
Jurnal Administrasi Profesional Vol 7 No 1 (2026): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v7i1.8427

Abstract

This study aims to examine the role of social commerce utilization in building consumer trust and enhancing business sustainability among mompreneur enterprises in Makassar City, Indonesia. The rapid growth of digital entrepreneurship and social commerce platforms has created significant opportunities for women-led microenterprises; however, maintaining consumer trust remains a critical challenge in online business environments characterized by uncertainty and intense competition. This study employed a quantitative research approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among Social Commerce Utilization, Consumer Trust, and Business Sustainability. Data were collected through an online questionnaire distributed to 400 mompreneurs actively operating businesses through social commerce platforms such as TikTok Shop, Instagram, WhatsApp Business, Facebook Marketplace, and Shopee Live. The findings revealed that Social Commerce Utilization significantly and positively affected Consumer Trust and Business Sustainability. Furthermore, Consumer Trust was found to significantly influence Business Sustainability and partially mediate the relationship between Social Commerce Utilization and Business Sustainability. The measurement model assessment demonstrated satisfactory reliability and validity, while the structural model showed strong predictive capability and excellent model fit. These findings indicate that social commerce platforms play an important strategic role in strengthening customer trust and supporting sustainable business performance among women-led online microenterprises. This study contributes to the development of social commerce and digital entrepreneurship literature by providing empirical evidence from the context of mompreneur enterprises in emerging digital business ecosystems.
PERAN LIVE STREAMING YOUTUBE REZA ARAP ‘MARAPTHON: THE LAST TALE’ DALAM MENINGKATKAN EXPOSURE DAN BRANDING PRODUK UMKM DI ERA DIGITAL Andi Rinda Oktariani; Muh. Abudzar A. Galigo; Uswah Mujahidah Rasuna Said; Muhammad Yamin
Jurnal Administrasi Profesional Vol 7 No 1 (2026): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v7i1.8452

Abstract

The rapid development of digital platforms has created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their marketing strategies through live streaming media. This study aims to analyze the role of Reza Arap’s YouTube live streaming entitled Marapthon: The Last Tale in enhancing MSME product exposure and branding in the digital era. A descriptive qualitative approach with a case study design was employed in this research. Data were collected through live streaming content observation, document analysis from online media sources, and literature review on digital marketing and influencer marketing. The findings reveal that Marapthon serves as an effective alternative promotional medium for MSMEs due to its massive audience reach, low promotional cost, and authentic real-time interaction between the creator and viewers. The effectiveness of promotion within this ecosystem is influenced by four main factors: large-scale audience reach, Parasocial relationships between the creator and audience, strong digital community engagement, and the authenticity of interaction during live streaming sessions. In addition to increasing product exposure, Marapthon also contributes significantly to building brand awareness and a positive brand image through organic endorsements by the content creator. This study highlights that entertainment-based live streaming is no longer merely a form of digital entertainment but has evolved into a participatory and interactive digital marketing ecosystem. It plays a significant role in strengthening MSME branding in the digital era. Therefore, live streaming based promotional models such as Marapthon can be considered a strategic alternative for MSMEs to enhance competitiveness in an increasingly competitive digital market.
INTEGRASI BIG DATA DALAM PELAPORAN PAJAK DAN PENGENDALIAN ADMINISTRATIF BERBASIS AI UNTUK OPTIMALISASI KEPATUHAN PAJAK PERUSAHAAN Yongky Rangga Yuda Nugraha
Jurnal Administrasi Profesional Vol 7 No 1 (2026): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v7i1.8504

Abstract

This research explores how the integration of big data and artificial intelligence can optimize corporate tax compliance through improved reporting accuracy and effective administrative controls. Employing a mixed methods approach with convergent parallel design, this study collected quantitative data from 187 medium to large enterprises in Indonesia and qualitative data from 28 in-depth interviews with tax practitioners. PLS-SEM analysis revealed significant causal relationships between big data system quality, AI effectiveness, and system integration level on corporate tax compliance. Research findings demonstrate an increase in tax compliance rate from 82.4% to 94.7%, a reduction in reporting errors by 75.9%, and data processing time efficiency up to 66.4%. Implementation of machine learning and natural language processing achieved risk detection accuracy of 87.3% with a false positive rate of only 8.6%. Qualitative findings revealed fundamental transformation of tax teams' roles from operational focus to strategic, with 70% of time now allocated to tax analysis and planning. Critical success factors include data quality, top management support, human resource competency in data analytics, and integrated technology architecture. Main challenges encompass ERP system fragmentation, organizational change resistance, and substantial investment requirements. This research contributes to developing a technology integration framework in taxation and provides practical guidance for companies as well as policy recommendations for tax authorities to support Indonesia's digital transformation of tax administration
ENCOURAGING STUDENT PROFESSIONALISM AND CAREER READINESS: A QUALITATIVE STUDY AT PRE-INTERNSHIP SEMINAR Asri Essada Nurachmah; Syachriani Syam
Jurnal Administrasi Profesional Vol 7 No 1 (2026): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v7i1.8621

Abstract

The dynamics of national and international companies force employees to quickly adapt to fluctuating, uncertain, complex, and ambiguous situations. Unfortunately, this situation can only be understood if new graduates enter the workforce as young employees. To be better prepared before entering a company, universities can organize pre-internship seminars as a step to help students familiarize themselves with actual working conditions. This paper aims to explore how students prepare for their professional careers by listening to practitioners as a persona for knowledge transfer. Qualitative research is used to illustrate the objective results of knowledge transfer and to obtain participants' perspectives on the quality of the seminars. This study uses data through direct observation and interviews with student representatives using six dimensions of professional behavior and exploring communication tools that apply business communication theory. The findings indicate that the seminar activities successfully increase student self-confidence, increase student attention to forms of mental preparation, including self-confidence training, and are necessary as an annual institutional event.
MODEL STRUKTURAL PENGARUH GREEN ADVERTISING DAN ECO-LABELLING TERHADAP GREEN PURCHASE INTENTION DENGAN ENVIRONMENTAL AWARENESS SEBAGAI VARIABEL MEDIASI Ernita Dian Puspasari; Fatmasari Endayani; Tri Iswari; Muhammad Rizki Firdaus
Jurnal Administrasi Profesional Vol 7 No 1 (2026): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v7i1.8646

Abstract

This study examines the influence of green advertising and eco-labeling on green purchase intention, with environmental awareness as a mediating variable, in the context of environmentally friendly skincare products in Malang, East Java. The study aims to understand how green marketing strategies influence consumers’ purchase intentions directly and indirectly through increased environmental awareness. The novelty of this research lies in integrating green advertising and eco-labeling into a single structural model while positioning environmental awareness as the mediating mechanism within the growing green beauty industry. A quantitative survey design was employed, involving 100 consumers in Malang who had purchased or used skincare products and were familiar with environmentally friendly product claims. Data were collected using a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to assess both the measurement and structural models. The results reveal that green advertising and eco-labeling significantly improve consumers’ environmental awareness and have positive direct effects on green purchase intention. Furthermore, environmental awareness positively influences purchase intention and partially mediates the relationships between green advertising, eco-labeling, and green purchase intention. These findings suggest that effective green marketing strategies enhance consumers’ purchase intentions not only through direct persuasion but also by fostering greater environmental awareness, providing valuable insights for sustainable marketing practices in the green beauty industry.
CUSTOMER LOYALTY IN QRIS-BASED MSMES: THE MEDIATING ROLE OF SATISFACTION Ery Sulistyorini; Burhanuddin Jauhari; Irany widyastiti
Jurnal Administrasi Profesional Vol 7 No 1 (2026): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v7i1.8744

Abstract

The rapid growth of digital payment systems has accelerated the transition toward a cashless economy, particularly through QRIS adoption among micro, small, and medium-sized enterprises (MSMEs) in Indonesia. Despite its widespread implementation, limited studies have examined customer loyalty from a post-adoption perspective. This study aims to investigate the effects of perceived ease of use and perceived security on customer satisfaction and loyalty among QRIS users in MSMEs, with customer satisfaction serving as a mediating variable. A quantitative explanatory approach was employed using a cross-sectional survey of 120 QRIS users in Malang City, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that perceived security is the strongest determinant of both customer satisfaction and loyalty, while perceived ease of use significantly influences satisfaction but not loyalty. Customer satisfaction emerged as the most influential predictor of loyalty and mediated the relationships between technological perceptions and loyalty. This study extends the Technology Acceptance Model to post-adoption behavior and highlights the strategic role of security in digital payment ecosystems. However, the findings are limited to a single-city context. Future studies should employ larger and multi-regional samples to improve generalizability.

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