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E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS)
Published by Sekolah Tinggi Ilmu ekonomi Semarang
ISSN : -     EISSN : 27971759     DOI : -
Core Subject : Economy, Humanities, Social,
Humanities Economics, Econometrics & Finance Social Sciences
eProsiding STIE SEMARANG is a journal with an objective to be a leading peer-reviewed platform and an authoritative source of information. eProsiding STIE SEMARANG publishes original research articles, review articles and case studies focused on economics and business which has neither been published elsewhere in any languages nor is it under review for publication anywhere. This is in harmony with the mission of the STIE Semarang to advance and disseminate knowledge and understanding. In this regards, eProsiding STIE SEMARANG offers open access to its journal articles. Focus & Scope FOCUS AND SCOPE eProsiding STIE SEMARANG is a peer-reviewed journal. eProsiding STIE SEMARANG invites academics and researchers who do original research in the fields of Policy economics, management, and accounting, including but not limited to: Management Science Marketing Financial management Human Resource Management International Business Entrepreneurship Policy Economics Monetary Economics, Finance, and Banking International Economics Public Sector Economics Economic development Regional Economy Accounting Sciences Taxation and Public Sector Accounting Accounting information system Auditing Financial Accounting Management accounting Behavioral accounting
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 128 Documents
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Mengoptimalkan Digital Marketing Dalam Transformasi Digital : Membangun Bisnis Masa Depan Hartini, Hartini; Wahyuningsih, Hartati Dyah; Paryanta, Paryanta; Zamri, Rivqi Maulana
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

In an increasingly advanced digital era, digital transformation has become a crucial necessity for businesses aiming to remain competitive and relevant. One of the key components of digital transformation is digital marketing, which plays a vital role in expanding market reach, enhancing customer interaction, and optimizing overall business strategies. This research discusses how digital marketing can be optimized to support digital transformation, involving the utilization of technologies such as big data and artificial intelligence (AI), personalized content, and the implementation of multichannel marketing strategies. By integrating digital marketing into digital transformation, businesses can create more personalized and effective customer experiences, maintain loyalty, and ensure sustainability and growth in the future. Through a data-driven approach and continuous innovation, digital marketing can be a powerful tool for winning competition in an increasingly dynamic business world.
Pengaruh Pemanfaatan Media Sosial Dan WA Bisnis Terhadap Loyalitas Pelanggan UMKM Di Jawa Timur Andianto, M Mascun; Ridwan, Muhammad; Shalikha, Putri Ayu Anisatus
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

This study examines the impact of social media and WA Business usage on the loyalty of MSME students in East Java using the Systematic Literature Review (SLR) technique. As the foundation of the Indonesian economy, MSMEs have difficulty in implementing digital technology to develop market share and grow consumer loyalty. Social media platforms such as Instagram and Facebook and Twitter offer opportunities to interact with customers and build brand awareness, while WA Business provides a more personal and responsive communication channel. Analysis of 20 relevant studies shows that social media is effective in increasing customer loyalty by strengthening relationships and engagement through relevant content. WA Business, on the other hand, increases satisfaction and loyalty through fast and personal communication. The synergy between social media and WA Business creates a more holistic customer experience, with social media attracting attention and WA Business providing deeper communication. Factors such as product type, customer demographics, and intensity of platform usage influence the effectiveness of this strategy. This study recommends that MSMEs integrate both platforms in their marketing strategies and adapt to digital trends to maintain competitiveness
PENGARUH PROFITABILITAS, LIKUIDITAS, LEVERAGE, DEWAN KOMISARIS INDEPENDEN, DAN KOMITE AUDIT TERHADAP TAX AVOIDANCE PADA PERUSAHAAN PROPERTI DAN REAL ESTATE YANG TERDAFTAR DI BURSA EFEK INDONESIA (BEI) PERIODE TAHUN 2019-2022 Muhningtiyasari, Djuliana; Andini, Rita; Lestari, Utami Puji
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

This study aims to analyse the effect of profitability, liquidity, leverage, independent board of commissioners, and audit committee on tax avoidance by using the dependent variable in the form of tax avoidance as measured using the cash effective tax rate (CETR). This study chose the object of research in the form of financial reports from property and real estate sector companies listed on the Indonesia Stock Exchange (IDX) in 2019-2022. The number of research samples was 25 companies obtained by purposive sampling method with data analysis techniques using multiple linear regression analysis. The results of the analysis show that profitability has a negative effect on tax avoidance and leverage has a positive effect on tax avoidance. While the variables of liquidity, independent board of commissioners, and audit committee have no effect on tax avoidance.
PENGARUH RETURN ON ASSET (ROA), DEBT RATIO (DER), PERPUTARAN PERSEDIAAN DAN PERPUTARAN MODAL KERJA TERHADAP LIKUIDITAS PERUSAHAAN PERDAGANGAN (STUDI PERUSAHAAN PERDAGANGAN YANG TERDAFTAR DI BURSA EFEK INDONESIA (BEI) PERIODE TAHUN 2019 – 2022) Fatahillah, Tajib; Andini, Rita; Lestari, Utami Puji
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

This research aims to determine the effect of Return on assets, Debt to equity ratio, Inventory Turnover and Working Capital Turnover on Liquidity using the Current Ratio measuring tool in trading companies listed on the Indonesia Stock Exchange (BEI) for the 2019-2022 period. This research uses a quantitative approach, the population in this research is 48 trading companies. Through a purposive sampling technique, a sample size of 25 companies was obtained which was adjusted to the research criteria. The data analysis techniques used are descriptive statistics, model testing and hypothesis testing using multiple linear regression analysis. The research results show that Return On Assets (ROA) has a positive and insignificant influence on liquidity. Debt To Equity Ratio (DER) has a negative and significant influence on liquidity. Inventory Turnover has a negative and significant influence on liquidity. Working Capital Turnover has a negative and significant influence on liquidity.
Peran Digitalisasi Layanan Pelanggan dalam Memperkuat Loyalitas di Industri E-Commerce Fajar, Arfi; Sundari, Pipit
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

Customer service digitization has become a crucial factor in enhancing the competitiveness of the e-commerce industry. This study aims to explore the role of customer service digitization in strengthening consumer loyalty in the e-commerce industry. Using a qualitative approach, this study examines the implementation of digitalization strategies through case studies and in-depth interviews with experts in the e-commerce industry. The results show that customer service digitization, including the use of chatbots, data-driven personalization, and omnichannel integration, plays a significant role in improving customer experience. This, in turn, has a positive impact on customer loyalty. This finding is supported by the analysis of recent literature which shows that consumers increasingly prioritize convenience, speed, and responsiveness in interacting with e-commerce platforms. In addition, this study identifies several challenges faced by e-commerce companies in implementing customer service digitization, such as the need for significant technology investment and the need for ongoing employee training. In conclusion, customer service digitization not only improves operational efficiency but also plays a key role in building long-term customer loyalty in the e-commerce industry. This study provides in-depth insights for e-commerce industry players and researchers interested in digital transformation strategies.
Literatur Review : CRM Berujung pada Loyalitas Konsumen atau Kekecewaan Prabowo, Theresya Amelia; Tarigan, Liyandri Rasbina
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

Customer Relationship Management (CRM) has become an inseparable part of business processes. Without CRM, businesses cannot operate effectively. CRM is used to manage all interactions between companies and current and potential customers. Out of six research articles on CRM, five indicate a significant relationship between CRM and customer loyalty as well as the competitive advantage of companies, while the other article states that CRM does not have a significant relationship with the competitive advantage of companies. The method used in this research is a literature review from various electronic databases. This study is based on a review of various clinical articles and research published between 2011 and 2020. The results show that CRM has a significant impact on customer loyalty, but there is also a downside to CRM, namely the sense of injustice that can occur if the CRM programs implemented by the company are not properly targeted.
Pengaruh Brand Awareness, Viral Marketing, dan Metode Canvassing Terhadap Keputusan Pembelian Konsumen Nibras House Pasuruan Nisak, Choirun; Nurhayati, Dies; Sobakh, Nurus
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

This research began with many consumers, especially in the Muslim fashion sector, who were confused about making purchasing decisions about products that suited their needs. Therefore, brand awareness, viral marketing, and canvassing methods can make consumers wiser in making purchasing decisions. This research aims to determine the influence of brand awareness, viral marketing, and the canvassing method on consumer purchasing decisions at Nibras House Pasuruan. This research uses quantitative descriptive methods. Research data was collected using questionnaires given to Nibras House Pasuruan consumers and observations made by researchers. The results of this research show that partially the calculated t value is greater than the t table value for the brand awareness, viral marketing and canvassing method variables, simultaneously the calculated F value is also greater than the F table. So brand awareness, viral marketing, and the canvassing method have a positive and significant influence partially and simultaneously on consumer purchasing decisions at Nibras House Pasuruan..
PENGARUH PELATIHAN KERJA, KOMPENSASI FINANSIAL, DAN PENGEMBANGAN KARIR TERHADAP KINERJA PEGAWAI PDAM KABUPATEN BATANG Pahlevi, Muhamad Reiza; Fauziyanti, Wachidah; Bayu, Nanda
E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SNMAS) Vol 4 No 1 (2024): Entrepeneurship and Creative Economy In The Digital Era
Publisher : STIE Semarang

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Abstract

Penelitian ini bertujuan untuk menganalisis seberapa besar Pengaruh Pelatihan Kerja, Kompensasi Finansial, dan Pengembangan Karir terhadap Kinerja Pegawai PDAM Kabupaten Batang. Populasi dalam penelitian ini adalah Pegawai di Perusahaan Umum Daerah Air Minum Sendang Kamulyan Kabupaten Batang yaitu sebanyak 246 Pegawai dan Metode Pengambilan sampel dilakukan dengan menggunakan metode non probability sampling. Sampel dalam penelitian ini adalah 75 pegawai, kemudian dilakukan analisis terhadap data yang diperoleh dengan menggunakan analisis data secara kuantitatif. Data-data telah memenuhi uji validitas, uji reliabilitas dan uji asumsi klasik. Variabel penelitian Kinerja Pegawai (Y), variabel Pelatihan Kerja (X1), Kompensasi Finansial X2), dan Pengembangan Karir (X3). Pengujian hipotesis menggunakan uji t menunjukkan bahwa Pelatihan Kerja (X1), Kompensasi Finansial X2), dan Pengembangan Karir (X3) secara signifikan berpengaruh positif terhadap Kinerja Pegawai. Angka Adjusted R Square sebesar 0,964, kinerja pegawai dapat dijelaskan oleh tiga variabel independen dalam persamaan regresi. Sedangkan sisanya sebesar 3,6 persen dijelaskan oleh variabel lain yang digunakan dalam penelitian ini. Saran dari hasil penelitian ini adalah PDAM Sendang Kamulyan Kabupaten Batang diharapkan dapat mempertahankan dan meningkatkan Kinerja Pegawai dengan meningkatkan Pelatihan Kerja, Kompensasi Finansial dan Pengembangan Karir.

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