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Gedung LPPM Universitas Sebelas April, Jl. Angkrek Situ No.19, Kelurahan Situ, Kecamatan Sumedang Utara, Kabupaten Sumedang, Jawa Barat, Indonesia 45323
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Journal of Bussines Management Basic
Published by Universitas Sebelas April
ISSN : -     EISSN : 29643856     DOI : -
Core Subject : Economy, Education,
Economics, Econometrics & Finance Other
Journal of Bussines Management Basic, is a peer-reviewed scientific journal that can be used as a platform to publish research articles in the area of Accounting & Audit, biannually in March and September. The aim of this journal is to promote increased new knowledge through scientific articles as well as an evidence-based practice in the health area `Business and Management. Focus and Scope: Human Resource Management, Marketing Management, Management Information Systems, Financial Management, Operational Management, Business Feasibility Studies, Financial Statement Analysis and Management Accounting
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 116 Documents
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Analycis of Promotion Strategy at UMKM Kicimpring Yanma Cikondang Ganeas Puspasari, Dewi; Aryanti, Ai; Pajrin, Salma Sopariatul; Rahmawati, Wati
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

This study aims to assess the marketing tactics utilized by UMKM Kicimpring Yanma Cikondang in promoting and expanding the market reach of its traditional snack products. A qualitative descriptive approach was used to collect data through interviews, observations, and documents involving the owner and marketing team. The findings show that the business heavily relies on digital marketing through Instagram, TikTok, Facebook, WhatsApp, and e-commerce platforms, enhanced by word-of-mouth, which remains highly influential in influencing purchasing decisions. Additional promotional activities include sales promotion strategies such as the “Friday Blessing” sale, participation in UMKM expos, collaborations with influencers, and product sampling events. Packaging and customer feedback play a crucial role in improving brand perception and attracting customers. In spite of its marketing efforts, the UMKM faces multiple challenges, including a lack of funds for paid promotions, inconsistent product sales that require consignment strategies, and the incomplete utilization of educational resources in digital marketing. Customer responses to the ongoing promotional activities are largely positive, as indicated by increased sales and repeat purchases. To enhance future marketing results, the company intends to optimize creative content creation, leverage trending phenomena on TikTok, and boost participation in UMKM events and seasonal market campaigns. Overall, the implemented promotional tactics have contributed to increasing product visibility and attracting consumers, but further improvements are required to maximize competitiveness.
Marketing Analysis of Tourism Destinations at Cisoka Eco Green Park Karmila, Ila; Hidayat, Cahya; Rorensia, Nazwa Mallika; Nazmi, Putri Nur; Fitriyani, Rossa
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

Cisoka Eco Green Park, located in Sumedang Regency, is developed as a nature tourism destination with a focus on ecotourism, based on the principles of environmental conservation, education, and local community empowerment. This study aims to examine the management and marketing strategies of the area through the 7P marketing mix approach. The research method used is qualitative, including observation, interviews, documentation collection, and data triangulation. The study results show that this tourist attraction provides various facilities such as camping areas, villas, a canteen, a prayer room, and photo spots, with an affordable ticket price of Rp5,000, thus supporting visitor comfort. Its strategic location amid tea plantations and the effective use of digital marketing are additional attractions. The involvement of the local community in managing creative economy initiatives also strengthens the sustainability of this destination. In conclusion, Cisoka Eco Green Park has great potential as a leading ecotourism destination with a concept that balances recreation and environmental conservation, and its marketing strategy is able to build visitor loyalty while supporting sustainable development.
The Influence Of Consumer Behavior And Its Impact On Sales Strategies In UMKM Pastacology Jaja, Jaja; Mulia, Septya Widi; Rachmayati, Regia Ramadhani; Gani, Toriq Abdul
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

This study aims to examine the influence of consumer behavior on the sales strategy of the UMKM Pastacology, a local culinary business specializing in modern pasta menus at affordable prices. Consumer behavior, such as interest in product appearance, reasonable pricing, ease of digital ordering, and quality of service, plays a significant role in purchasing decisions. The research employed a qualitative descriptive method, collecting data through direct observation, interviews with management, and review of supporting documents related to marketing and product innovation. The results indicate that Pastacology adjusts its sales strategies by strengthening digital promotions, enhancing service quality, and innovating products to meet consumer needs and preferences. This study emphasizes that the success of UMKM sales strategies depends not only on product quality but also on the ability to understand and respond dynamically to consumer behavior. By implementing adaptive and consumer focused marketing strategies, Pastacology can maintain customer loyalty and remain competitive, even against celebrity-endorsed brands with high initial popularity.
Developing Cikandung Springs Tourism Through Digital Marketing Dewi, Kisthi Hanila; Utami, Laisya Arianty; Nurfallah, Hani Oktaviani; Abdi, Lutfi Sukmana; Sudrajat, Riki
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

Cikandung Spring Tourism in Cimalaka, Sumedang, has great potential to become a leading tourist attraction. This study aims to analyze destination development strategies through digital marketing to increase attractiveness, information reach, and tourist visits. The research method is descriptive qualitative with observation, interviews, and documentation studies. The results show that digital media such as social media, video platforms, and visual content-based branding can significantly increase the visibility of Cikandung Spring. Content about the beauty of the spring, the natural atmosphere, and visitor experiences is effective in attracting tourists, especially the younger generation. Unfortunately, digital marketing management is not yet optimal due to limited human resources, inconsistent content production, and a lack of collaboration with the local creative community. In addition, there is no structured digital marketing strategy, so the promotional potential has not been maximized. This study concludes that the development of Cikandung Spring tourism through digital marketing has excellent prospects if supported by improved manager competence, consistent branding, and multi-stakeholder cooperation. The implementation of a sustainable digital marketing strategy is expected to strengthen the destination's image while increasing the competitiveness of local tourism in the digital era.
Analysis Of Promotion Strategies For 'Aa Deden's Pancong Business Ridwan, Zulkifli M; Yulianti, Siska; Al Azma, Asy Syaffa Nur; Juliyanti, Karmila; Vela, Wilandiana
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

Micro, Small and Medium Enterprises are businesses run by individuals or small groups that meet certain requirements. Warung Pancong AA Deden is a culinary business that sells pancong products with various flavors and toppings. This study aims to determine effective promotional strategies in the Warung Pancong AA Deden business and to determine the effectiveness of word-of-mouth promotion. This study uses a qualitative research design by conducting observations, interviews and documentation. Data analysis in this study is supported by relevant theories, is descriptive and focuses on the process and meaning (from the subject's perspective), qualitative data research obtained through direct interviews with the owner of the Warung Pancong AA Deden business to obtain detailed and accurate information without using questionnaires. UMKM Kue Pancong AA Deden still relies heavily on word of mouth promotion because most of its consumers come from the Ciuyah, Cisarua area, Information through satisfied customers after enjoying pancong. To expand market reach, it is necessary to expand the use of technology and improve logistics. Promotional steps do not only stop at social media posts, but must also be accompanied by the development of a better packaging system. The marketing strategy at Warung Pancong AA Deden can be concluded as having potential for growth due to its product advantages, such as its unique taste, soft texture, and diverse flavors. Its affordable price tag attracts consumers. However, it still faces major challenges, particularly in digital marketing. Current promotions rely heavily on word of mouth (WOM).
The Influence Of Work Environment On Employee Work Productivity At Bank Bjb Syariah Sumedang Fauzaan, Wendy Rahayau; Anggini, Megah Dewi; Nurfauzia, Fadila
Journal of Bussines Management Basic Vol 8 No 1 (2026): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

This study is entitled The Influence of Work Environment on Employee Work Productivity at Bank BJB Syariah Sumedang. This study uses a quantitative method, conducted with an observation method using the entire population of 32 people. The results of this study indicate that the Work Environment is 3059 (good) with an average of 79.66%, Employee Work Productivity is 1653 (very good) with an average of 89.09%. Furthermore, the magnitude of the relationship between the Work Environment and Employee Work Productivity at Bank BJB Syariah Sumedang is 92,2% (very strong). The results of the t-test> t-table or 9.469> 1.68595, it can be said that there is a positive influence between the Work Environment and Employee Work Productivity at Bank BJB Syariah Sumedang, the hypothesis can be accepted.

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