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Jurnal Ekonomi Dan Bisnis Digital CV.ITTC INDONESIA Jl. Veteran dalam no.24d, Kota Padang, Sumatera Barat 25112
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JEBD
Published by CV ITTC Indonesia
ISSN : -     EISSN : 30256429     DOI : doi.org/10.47233/jebd
Core Subject : Economy, Engineering,
Economics, Econometrics & Finance Engineering
Jurnal Ekonomi dan Bisnis Digital (JEBD) E-ISSN : 3025-6429 is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Economic, finance, management, information technology and related fields. JEBD provides an outlet for the increasing flow of interdisciplinary research cutting across business, management, finance, information system, accounting, Entrepreneurship, Business ethics, Sustainability, Knowledge Management, Learning Organization and economics disciplines. It is an essential reading for academics, graduate students, policy makers and business practitioners.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 116 Documents
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Search results for , issue "Vol. 3 No. 3 (2026): Januari - Maret" : 116 Documents clear
Peran Elemen Merek pada Kemasan dalam Membangun Ekuitas Merek: Studi Kasus UMKM Otak-Otak Bandeng Desa Margoanyar Anabela, Cindy; Rukmi, Dayu Nala; Lestari, Aprilia Dwi
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) face challenges in building competitiveness, particularly in terms of brand strengthening. One brand element that plays a strategic role but is often underutilized by MSMEs is product packaging. This study aims to understand the role of brand elements on packaging in building brand equity for milkfish otak-otak MSMEs in Margoanyar Village. The study used a qualitative approach with a single case study design. Data were collected through in-depth interviews with MSME owners, non-participatory observation of product packaging, and documentation studies. Data analysis was conducted using a qualitative descriptive method by linking field findings to the concept of consumer-based brand equity. The results show that the application of brand elements on packaging, such as brand name, color, product visuals, and supporting information, plays a role in increasing brand awareness, forming a more positive brand image, and strengthening the perception of product quality. Packaging has proven to be the initial foundation in the process of building brand equity for MSMEs during the business development stage.
Strategi Branding Digital UMKM melalui Konten TikTok (Studi Kasus UMKM Pojok Manis Lamongan) Lestari, Kofifa Zunia; Kusuma, Wulan Zuni Anggraeni; Fitria, Anisatun; Nilasari, Dinar Gymnastiar; Riza Saputri, Adhelia Dwinanda
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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This research aims to explain the digital branding strategy carried out by the Pojok Manis Lamongan MSME through the use of TikTok as a platform for promotion and brand image development. The study uses a qualitative approach with a descriptive case study design. Data were obtained from semi-structured interviews with the business owner, observations of the official TikTok account, and documentation such as digital archives and screenshots of uploaded content. The data were then processed through data reduction, data display, and conclusion drawing, while the validity of the findings was ensured through technique triangulation. The results show that the digital branding strategy mainly focuses on creating visually appealing product promotion videos, maintaining consistent content uploads, and making use of TikTok trends and features, including live streaming, to increase interaction with viewers. The use of TikTok has contributed positively to improving business visibility, increasing the number of customers, and strengthening the brand image of the MSME. However, the planning of the branding strategy is still relatively simple and has not been carried out in a structured manner. As a result, the evaluation of branding success is still limited to the number of views and user engagement levels. Therefore, in order to maximize TikTok as a digital branding medium for MSMEs, more systematic content planning, better digital literacy, and continuous evaluation are needed to support sustainable business growth.
Peran Digital Marketing dalam Pembentukan Jaringan Bisnis UMKM Lampu Hias Bandung di TikTok Rezeki, Mia Sri; Putri, Rismawati; Sabilah, Andini; ., Sandi; Maulana, Candra
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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The rapid development of digital technology has significantly transformed how micro, small, and medium enterprises (MSMEs) conduct marketing activities, particularly through social media platforms. This study aims to analyze the role of digital marketing via TikTok in forming and expanding the business network of Klasik Lampu Hias MSMEs in Bandung. The research adopts a descriptive qualitative approach, with data collected through observation, interviews, and documentation of digital marketing activities implemented by the enterprise. The findings reveal that the use of TikTok—through visual content, storytelling of the production process, audience interaction, and live streaming features—has successfully increased sales, expanded market reach, and facilitated the development of business relationships with various stakeholders, including customers from different regions, decoration stores, and event organizers. Digital marketing functions not only as a promotional tool but also as a strategic approach to building broader and more sustainable business networks for MSMEs.
Strategi Manajemen Ekuitas Merek Pada Usaha Mikro Dalam Menghadapi Persaingan Marketplace (Studi Kasus Martabak Stecu Tikung) bintang gumelar, agung susilo; Ningsih, Nadyah Lutvia; Oktavia, Chintya Dwi; Eka Aprilia, Adinda Berliana
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The rapid growth of digital marketplaces has fundamentally transformed the competitive landscape of micro-enterprises, particularly in the culinary sector where product similarity and price competition are highly prevalent. In this context, brand equity has become a critical intangible asset that determines the sustainability and competitiveness of micro-businesses. This study aims to analyze brand equity management strategies implemented by Martabak Stecu Tikung, a micro-scale culinary enterprise, in responding to marketplace competition. This research adopts a qualitative approach using a case study method to capture in-depth and contextual insights into brand management practices.Data were collected through in-depth interviews with the business owner, direct observation of digital marketing activities, and documentation of product displays, promotional content, and customer reviews on marketplace platforms. Data analysis was conducted using descriptive qualitative techniques, including data reduction, data presentation, and conclusion drawing, supported by triangulation to ensure data validity.The findings reveal that Martabak Stecu Tikung manages its brand equity through four interrelated dimensions: brand awareness, brand association, perceived quality, and brand loyalty. Brand awareness is strengthened through consistent visual identity, distinctive brand naming, and active engagement on social media. Brand associations are developed through product differentiation, innovative menu variants, and a modern culinary image. Perceived quality is reinforced by consistent taste, quality ingredients, attractive presentation, and positive customer reviews. Brand loyalty is built through responsive service, promotional incentives, and satisfactory customer experiences. This study concludes that systematic and consistent brand equity management enables micro-enterprises to enhance competitiveness and maintain market relevance in increasingly competitive digital marketplaces.
Analisis Minimasi Waktu Operasional Bar Restoran Ever Green Melalui Pendekatan Algoritma Metode Hungaria khairani, nabila; Dewi, Yunita Juniarti; Ramadani, Sindi; Tanjung, Ahmad Albar
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Competition in the culinary industry requires restaurants not only to excel in product quality but also to manage their resources efficiently. This study aims to optimize employee assignment in the bar section of Ever Green Restaurant to minimize operational time using a scientific approach. The research employs a quantitative approach with a case study design, in which primary data were obtained through direct observation and time measurements of five bar employees performing five different beverage-related tasks. The collected data were then analyzed using the Hungarian Method based on the one man one task principle. The results indicate that the application of the Hungarian Method produces an optimal assignment configuration with a minimum operational time of 17 minutes. This assignment allocates each employee to the task most aligned with their competencies, thereby reducing waiting time and workload imbalance. These findings suggest that the application of optimization methods provides a more objective approach to improving operational efficiency and service quality in restaurants.
Analisis Loyalitas Pelanggan Sebagai Kunci Sukses Pemasaran Studi Kasus Pada Produk Kosmetik Wardah herfiana, Defi; Fiyul, Arfiani Yulianti
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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This study aims to analyze how customer loyalty plays a strategic role in the marketing success of Wardah cosmetic products amidst the increasingly competitive halal cosmetics industry. The study used a qualitative approach with a case study to understand the experiences, perceptions, and meaning of customer loyalty from the perspectives of consumers and the company. Data collection was conducted through in-depth interviews, observations of digital marketing activities, and documentation studies, with informants selected purposively and developed using a snowball sampling technique. Data analysis was conducted interactively through a continuous process of data reduction, data presentation, and conclusion drawing. The results show that Wardah customer loyalty is formed through a positive interaction between safe and Sharia-compliant product quality, a strong halal brand image, and a digital marketing strategy that builds emotional attachment and long-term trust. Loyalty is defined not only as repeat purchases but also as an emotional commitment that encourages voluntary recommendations and resilience to the influence of competing brands. In conclusion, Wardah has successfully utilized customer loyalty as an effective marketing strategy through strengthening its halal image, continuous product innovation, and digital-based customer experience management, thereby retaining customers and maintaining competitiveness in the halal cosmetics industry.
Digitalisasi Media Promosi Di Cv. Muara Rahmat Aditama, Krisna Prayoga; ., Taufikurrahman
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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The digitalization of promotional media has become a strategic necessity for small and medium-sized enterprises (SMEs) amid rapid technological advancements. The main issue faced by CV. Muara Rahmat is the suboptimal utilization of digital promotional media due to the absence of an official website as a central digital identity, resulting in company information being dispersed across social media platforms that are temporary and not integrated. This gap has caused digital promotion activities to be unsystematic and unsustainable. This study aims to analyze and implement the digitalization of promotional media through the development of a company profile website for CV. Muara Rahmat. The research employs a descriptive qualitative approach using observation, interviews, and documentation as data collection techniques. The results indicate that the developed website is able to present company information, business units, galleries, and contact details in a structured and professional manner, functioning as a digital hub that supports integration with social media. Functional testing using the black box testing method confirms that all main features operate as designed. The study concludes that the development of a company profile website plays an important role as a foundation for the digitalization of SME promotional media, enhancing professionalism, credibility, and the long-term effectiveness of CV. Muara Rahmat’s digital promotion strategy.
Social Responsibility and Ethical Marketing at PT Karya Tetangga Tuku (Kopi Tuku) Matunisa, Ayu Anix; Herfiana, Defi; Fiyul, Arfiani Yulianti
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the implementation of business ethics and Corporate Social Responsibility (CSR) at PT Karya Tetangga Tuku (Kopi Tuku) within the highly competitive local coffee industry. A qualitative descriptive approach was employed using in-depth interviews, non-participant observation, and documentation techniques. The findings reveal that Kopi Tuku consistently applies ethical marketing principles based on honesty, transparency, and simplicity in marketing communication, customer service, and pricing practices. Furthermore, the company’s CSR implementation encompasses economic, social, ethical, and environmental dimensions through the empowerment of local coffee farmers, human resource development, and environmentally friendly practices. The integration of ethical marketing and CSR has positively influenced consumer trust, customer loyalty, brand image, and business sustainability. This study concludes that the alignment of business ethics and CSR serves not only as a moral obligation but also as a strategic approach to achieving long-term competitiveness and corporate legitimacy.
Analisis Komparatif Kepatuhan GRI 300 PT Bumi Resources dan PT Aneka Tambang Rahmadini, Wan Karin; Raza, Sania; Zahira, Tengku Jihan; Azmi, Zul
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Sustainability issues have transformed into a central focus in modern business practices, particularly in extractive sectors with high environmental impact risks. This study aims to analyze and compare the compliance level of environmental aspect disclosures based on the Global Reporting Initiative (GRI) 300 standards in the 2024 sustainability reports of PT Bumi Resources Tbk and PT Aneka Tambang Tbk. The research method employed is descriptive comparative using content analysis. Data were obtained through the documentation of official sustainability reports, analyzed using a quantitative scoring system to measure compliance across eight environmental topic standards, ranging from materials (GRI 301) to supplier environmental assessment (GRI 308). The results are expected to provide an empirical overview of the extent to which environmental transparency and accountability are met by mining companies in Indonesia. These findings are anticipated to serve as an evaluative basis for environmental accounting practitioners in improving the quality of non-financial reporting to maintain social legitimacy and stakeholder trust.  
Analisis Ketimpangan Produktivitas dan Dualisme Ketenagakerjaan di Kabupaten Probolinggo Huda, Afton Ilman; ., Multazem; Mubarok, Husni
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Productivity inequality and labor dualism remain structural problems commonly found in developing regions, including Probolinggo Regency. This condition is characterized by disparities in productivity levels between the formal and informal sectors, as well as imbalances in labor quality and welfare. This study aims to analyze the extent of productivity inequality and examine the forms of labor dualism occurring in Probolinggo Regency. The research employs a qualitative descriptive approach using secondary data obtained from the Central Statistics Agency (BPS), local government reports, and relevant literature. Data analysis is conducted through comparative and interpretative analysis of employment structures and sectoral productivity. The findings indicate a significant productivity gap between the formal and informal sectors, where the informal sector absorbs the majority of the workforce but exhibits relatively low productivity levels. This labor dualism contributes to low income levels and limited job security for informal workers. The study highlights the importance of policy interventions aimed at improving labor quality and productivity to reduce employment inequality.

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