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SINTESA
Published by Universitas Sebelas April
ISSN : 20861613     EISSN : 20861613     DOI : -
Core Subject : Economy, Science, Education, Engineering,
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education
SINTESA merupakan media ilmiah utama untuk mendiseminasikan hasil penelitian dari rumpun ilmu ekonomi dengan misi meningkatkan pengetahuan dan keterampilan profesional para ekonom serta wadah informasi berupa hasil penelitian, studi literatur dan tulisan ilmiah bagi akademisi, pengambil kebijakan, pelaku, dan pemerhati pembangunan ekonomi dan masyarakat. SINTESA diterbitkan oleh Fakultas Ekonomi Bisnis (FEB) UNSAP sejak tahun 2009 dengan frekuensi dua nomor dalam setahun.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 85 Documents
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Analysis of Career Development at Perum Perhutani KPH Sumedang Ginanzar, Arif; Henriawan, Desan; Amanda, Helles
SINTESA Vol. 15 No. 2 (2024): Sintesa
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Abstract

The primary issue in this study is that Perum Perhutani KPH Sumedang's career development program is not the best due to staff management practices.The purpose of this study is to execute career development at Perum Perhutani KPH Sumedang, as well as to identify challenges and solutions. In order to acquire data for this study, qualitative research methods like observation, interviews, and documentation are used. Purposive sampling is the sample approach used, and there can be up to seven research informants. Data collection, data reduction, data visualization, and conclusion drawing/verification are analysis approaches. The study's findings clarify how Perum Perhutani KPH Sumedang has implemented career development, citing as factors mentors and sponsors, recognition from peers, devotion to the organization, and satisfied work performance.
The Influence of Tax Planning on Firm Value in Food and Beverage Subsector Manufacturing Sector Companies Listed on the Indonesia Stock Exchange for the 2018-2022 Period Evelin, Ellena; Yuniawati, Ayi Srie; Krisdina, Tiana Fenny
SINTESA Vol. 15 No. 2 (2024): Sintesa
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Abstract

This research aims to determine the effect of tax planning on firm value in manufacturing sector companies in the food and beverage subsector on the Indonesia Stock Exchange. This analysis uses tax planning as the independent variable and firm value as the dependent variable. In this research, tax planning is measured by the Effective Tax Rate (ETR) and firm value is measured by the Price Earning Ratio (PER). The method used in this research is a quantitative method using secondary data from 28 companies. The research period was 5 years with sample data used of 140 research samples with a sampling technique using purposive sampling technique. The data analysis method used is simple linear regression analysis using SPSS version 25. The results of this research show that (1) tax planning has a negative and significant effect on company value as measured by Earning Per Share (EPS), (2) tax planning has an effect positive and significant on company value as measured by Earning Per Share (PER) (3) tax planning has no effect on company value as measured by Price Book Value (PBV).
Analysis Of Digital Marketing Strategies At Bank Negara Indonesia (Bni) Sumedang Branch Office Sugiharti, Elis; Puspasari, Dewi; Damayanti, Wulan Ariani
SINTESA Vol. 15 No. 2 (2024): Sintesa
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A digital marketing strategy is a strategy that uses online marketing in its marketing activities or promotion of a brand or product which is certainly very profitable because it can attract consumers and potential consumers quickly. This research analyzes the focus of implementation. obstacles, and how to overcome digital marketing obstacles at Bank Negara Indonesia (BNI) Sumedang Branch Office. The aim of this research is to determine the implementation of digital marketing at Bank Negara Indonesia (BNI) Sumedang Branch Office. The approach method used in this research is the qualitative research method. The sampling technique was carried out using a proportional sampling technique, the informants were the marketing and business unit leaders of Bank BNI KC Sumedang, 2 priority customers and 13 regular customers. The data validity test is a triangulation technique. Digital Marketing at Bank Negara Indonesia (BNI) Sumedang Branch Office includes Websites (Static Websites & Dynamic Websites), Search Engines or search engines (SEO&SEM), Social Media Marketing (Entertainment, Interaction, Trendness, Customization, Advertisement), Mobile Marketing (Quality information, security, customer relations, responsiveness, fulfillment), and Online Advertising (Pop Up & Floathing Ads). The results of Digital Marketing research carried out at Bank BNI KC Sumedang show that the implementation of digital marketing at Bank BNI, especially Bank BNI KC Sumedang, has been carried out well from the website aspect to online advertising. Bank BNI KC Sumedang is expected to reach more remote areas in Sumedang so that Bank BNI can reach customers more widely.
Marketing Strategy Analysis to Increase the Competitiveness of MSMEs (Study on the Pasundan Honey Bee Forest Farmer Group) Ramdhani, Ahmad; Mulyana, Nana Setiya; Tribumela3, Maulana Lingga; Yunus, Wandiyana; Martiana, Astrina
SINTESA Vol. 15 No. 2 (2024): Sintesa
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Abstract

The marketing strategy represents a pivotal methodology employed to attain a sustainable competitive advantage for both manufacturers of goods and providers of services. This strategy serves as a foundational element in the formulation of a comprehensive corporate plan. In light of the complex challenges encountered by organizations, it is imperative to establish a holistic plan that can effectively guide each segment of the enterprise in executing its operational activities. Furthermore, the intensifying competition among firms across various sectors accentuates the necessity for effective marketing strategies. The primary objective of this study is to attain a greater understanding of marketing strategies that enhance competitiveness, as well as to evaluate the effectiveness of the marketing strategies that have been previously implemented. This research was conducted at the Kelompok Tani Hutan (KTH) Lebah Madu Pasundan, utilizing data collection methods that included documentation, interviews, and observations, while adopting a descriptive qualitative research approach. The findings from the analysis of marketing strategy effectiveness indicate a year-over-year increase in total sales, which can serve as a reliable reference for assessing the effectiveness of marketing strategies in navigating competition among honey producers
Analysis of Product Innovation and Customer Relationship Management (CRM) as Marketing Tools by UMKM Sawo Sukatali Kartiwa, Aa; Az Zahra, Syifa Deliasari; Febriyanti, Aliya Susilo; Muharam, Anggun Nur Riska Muharam; Ariska, Siti
SINTESA Vol. 15 No. 2 (2024): Sintesa
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The study analyzes the role of product innovation and Customer Relationship Management (CRM) in enhancing the competitiveness of Sawo Sukatali SMEs in Sumedang Regency, using a qualitative approach through interviews, observations, and documentation. Sawo Sukatali SMEs have significant potential but face challenges in product innovation, competitiveness, and marketing effectiveness. The findings show that Sawo Sukatali SMEs have successfully innovated by creating various processed sawo products such as syrup, chips, dodol, and cakes, which add value and market appeal. The implementation of CRM has also enchanced customer loyalty through personalized services and operational efficiency. The main challenges include decining demand due to the pandemic and limit ed product distribution. Consumers show strong preferences for high-quality products, attractive packaging, and excellent service, highlighting the importance of innovation and CRM in creating positive customer experiences. Overall Sawo Sukatali SMEs have seccessfully empowered local potential through product innovation and CRM implementation, providing inspiration for other SMEs to continue innovating and leveraging their regional strengths
Marketing Strategy Analysis and Distribution Channels at Ibu Rokayah's Spicy Noodles in Tanjungkerta Mardiansyah, De Aulia Ananda; Shintiana, Nova; Fatimah, Nurul Sri; Septiani, Vina; Kustiana, Riki
SINTESA Vol. 15 No. 2 (2024): Sintesa
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Abstract

This research aims to analyze the marketing strategy and distribution channels implemented by one of the MSMEs, namely Mie Pedas Sistik Ibu Rokayah in Tanjungkerta. Spicy Sistik Noodles are a typical culinary product that has great potential to develop in local and regional markets. In this research, a qualitative descriptive approach was used with data collection methods through in -depth interviews, observation and documentation studies. The research results show that the marketing strategy implemented by Ibu Rokayah's Spicy Sistik Noodles focuses more on a marketing approach by sending products to third parties (such as wholesalers, shops, distributors and resellers) in large quantities. Apart from that, this spicy cystic noodle business utilizes direct relationships with consumers by welcoming consumers who buy its products to the production site and utilizing online markets such as E-commerce and social media to be able to reach a wider market share. In terms of distribution channels, this product relies more on indirect distribution through sales in grocery stores, snack shops, grocery stores and marketing via social media to expand market reach. This research also identifies the challenges faced by this business, such as limitations in managing efficient distribution channels and limitations in increasing brand awareness in the wider market. The advice given is to develop a digital-based marketing strategy and expand the distribution network through collaboration with various parties
Marketing Strategy Analysis(Case Study: Ambit Village UMKM (Bangreng Crackers)) Kurniasih, Nining; Sopyan, Anggi Taufik; Nurzaeti, Diesta Dwi; Wulan, Fazra Raisha; Purwanasari , Sri Nuraini
SINTESA Vol. 15 No. 2 (2024): Sintesa
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This study aims to analyze the marketing strategies of UMKM Kerupuk Bangreng Sawargi in Village Ambit, Kecamatan Situraja, Kabupaten Sumedang. Using a descriptive qualitative approach, data were collected through observations, semi-structured interviews, and documentation. SWOT analysis was employed to identify internal strengths and weaknesses as well as external opportunities and threats. The findings reveal that the business’s main strengths lie in its authentic taste and competitive pricing, while weaknesses include reliance on traditional marketing methods and limited capital. Opportunities such as government support programs and the growth of digital markets can be leveraged to overcome challenges posed by intense competition and shifting consumer preferences. Recommendations include embracing digital marketing platforms, enhancing production capacity, and innovating product variations and packaging. This study underscores the importance of integrating modern strategies to ensure the sustainability and growth of small businesses in an increasingly dynamic market environment.
Marketing Strategy Analysis of Cracker Products in Ganeas Faiz, Agus Maulana; Anarki, Aprillia Alling; Miftahudin, Miftahudin; Sopandi, Nur Irfan; Purwanti, Tira
SINTESA Vol. 15 No. 2 (2024): Sintesa
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Kerecek, a traditional snack from Ganeas, Sumedang, has great potential for development in the modern market. However, the product faces several challenges, such as limited innovation, inadequate promotion, and competition with modern snacks that are more convenient and diverse. This study aims to identify factors affecting the competitiveness of kerecek and to design strategies to enhance its appeal in the market. The research method used is qualitative descriptive with interviews and literature review as data collection tools. The results indicate that factors such as lack of innovative flavors, weak branding, and limited distribution are major obstacles in marketing kerecek. Based on these findings, it is recommended to diversify products, improve quality, strengthen promotion through social media, and expand distribution networks to a wider market. With these steps, it is expected that kerecek can become more competitive and popular among modern consumers while maintaining its traditional value as aunique local product
Analysis of the Development of Religious Tourism At The Maqam Keramat Nangtung Rohendi, Nanda Talia; Aulia Putri Effendi, Aulia Putri; Avrilianti, Wina; Setiawan, Jaka; Rivas, Prietho
SINTESA Vol. 15 No. 2 (2024): Sintesa
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This study aims to analyze the development of religious tourism at Maqam Keramat Nangtung, which is an important site in the context of the spiritual and cultural aspects of the local community. The research method used is qualitative, with data collection techniques through observation, interviews, and documentation. The results of the study indicate that the development of tourism that can be undertaken to attract visitor interest includes improving facilities and infrastructure with government support, as well as providing understanding and education to the community regarding the utilization of the tourism area. This is expected to encourage the community to actively participate, such as selling food or goods around the tourist site. Additionally, the use of social media as a promotional tool is expected to reach a wider audience and increase the visibility of Maqam Keramat Nangtung as a religious tourism destination. This study is expected to provide recommendations for managers and stakeholders in formulating sustainable development strategies for religious tourism in this area
Analysis Of Product Innovation and Promotion in Improving Competitiveness In Opak Ujo Khas Conggeang UMKM Naisa, Fia Indriani Rahadatul; Khairunisa, Nisrina; Wianda, Nur Riska; Padillah, Rizky Nur; Septiani, Sri; Gumelar, Rizky; Nurhandayani, Sri Rahayu
SINTESA Vol. 15 No. 2 (2024): Sintesa
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Abstract

Opak Ujo UMKM was established in 2000 and has maintained its existence until now. Despite its great potential, Opak Ujo still faces significant challenges in increasing its competitiveness, both locally and nationally. These challenges include competition with manufacturers of similar products, limited innovation in product development, and limited effective promotional strategies.  Therefore, the purpose of this study is to determine the product innovation and promotion carried out by Opak Ujo UMKM in an  effort  to  increase  competitiveness.  The method used  in  this  study  is  a  qualitative analysis method by describing the results of the study through descriptive narratives. The results of this study are that product innovation and promotion carried out by Opak Ujo UMKM can increase competitiveness, but not significantly due to several obstacles such  as  the  lack of  continuous innovation  and  intensive  promotion  through  social media. With continuous product innovation and the use of social media as a means of intensive promotion, it will increase competitiveness with UMKM that produce similar products

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