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Jurnal Strategi Bisnis Teknologi
Published by Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia
ISSN : 30469708     EISSN : 30469716     DOI : 10.61132
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Manajemen Sumber Daya Manusia, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasi, Manajemen Rantai Pasokan, Tata Kelola Perusahaan, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 40 Documents
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Marketing Global: Studi Kasus Coca-Cola Company Diky Erdia Wahendra; Christian Stevan Klose Situmorang; Muhammad Fadil Fadhlullah; Ahmad Vajri Rahman
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 1 (2026): Februari: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i1.1247

Abstract

This study aims to examine the global marketing strategies implemented by The Coca-Cola Company in maintaining its competitive position in international markets. The advancement of globalization requires multinational corporations to design marketing strategies that are not only globally standardized but also adaptable to local market characteristics and consumer needs. This research employs a descriptive qualitative method with a case study approach, conducted through the review of relevant literature, corporate reports, and academic journals. The findings indicate that Coca-Cola’s success in global marketing is supported by strong brand differentiation, an extensive global distribution network through partnerships with bottlers, and the application of the glocalization concept, which balances standardization and adaptation within the marketing mix. Furthermore, market expansion strategies are implemented systematically through the selection of target markets based on growth potential, accessibility, and competitive intensity. The study also reveals that the country of origin image of the United States serves as a positive brand asset by creating aspirational value and quality perceptions across various markets, although in certain contexts it also presents challenges that require strategic management. Overall, this study confirms that Coca-Cola’s global marketing strategy is capable of achieving sustainable competitive advantage through the integration of strong global branding, product innovation, and responsiveness to local market dynamics.
Peran Pendidikan Kewirausahaan dalam Strategi Pengembangan UMKM Sebagai Pendorong Perekonomian Indonesia Ahmad Yusuf Akbar; B. Miftahulzannah Siregar; Syahrina Aisyah Lubis; Reni Ria Armayani Hasibuan
Jurnal Strategi Bisnis Teknologi Vol. 2 No. 4 (2025): November : Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v2i4.1214

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role as the backbone of Indonesia’s economy through their significant contribution to employment creation and Gross Domestic Product (GDP). However, many MSMEs continue to face structural challenges, including limited managerial capacity, low levels of innovation, and weak adaptation to digital transformation. In response to these challenges, entrepreneurship education has emerged as a strategic instrument for strengthening MSME competitiveness and sustainability. This study aims to analyze the role of entrepreneurship education as a development strategy for MSMEs in supporting Indonesia’s economic growth. Employing a descriptive qualitative approach with a case study design, this research examines several MSMEs that have participated in entrepreneurship education and training programs organized by government and educational institutions. The findings reveal that entrepreneurship education contributes to strengthening entrepreneurial mindset, improving managerial and financial skills, encouraging business innovation, and enhancing digital technology adoption among MSME actors. Moreover, entrepreneurship education supports business resilience and market expansion, enabling MSMEs to adapt to dynamic economic conditions. These findings indicate that entrepreneurship education is not merely a capacity-building tool, but a strategic policy instrument for developing competitive and sustainable MSMEs. Therefore, the institutionalization of integrated and continuous entrepreneurship education is essential to optimize the role of MSMEs in fostering inclusive and sustainable economic growth in Indonesia.
Strategi Promosi dan Pengaruhnya terhadap Keputusan Pembelian Konsumen pada Toko Ice Cream Mixue Cikande Permai Riki Gana Suyatna; Salma Az zahra; Neni Apriliyani; Nuryeni Nuryeni
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1468

Abstract

The rapid expansion of the food and beverage (F&B) industry in Indonesia has intensified competition among global franchises, including Mixue Ice Cream & Tea. Unlike previous studies that relied on quantitative surveys, this research adopts a qualitative descriptive approach to explore how promotional strategies influence consumer purchasing decisions at Mixue Cikande Permai. Data were collected through in-depth interviews with consumers, store management, and promotional staff, complemented by direct observation and documentation of promotional activities. To ensure validity, the study employed triangulation of sources, techniques, and time, allowing a comprehensive understanding of consumer perceptions and behaviors. The findings reveal that localized and interactive promotional strategies particularly social media campaigns, discount programs, and product bonuses are perceived as highly effective in shaping consumer interest and actual purchasing decisions. Consumers emphasized the psychological impact of bonus products and the persuasive nature of digital advertising, which foster both loyalty and repeat purchases. This study contributes to the literature by highlighting the importance of contextualized promotional efforts in suburban industrial areas, offering practical insights for franchise managers seeking to sustain competitiveness in Indonesia’s dynamic F&B market.
Pengaruh Brand Image, Product Bundling, dan Online Customer Review terhadap Keputusan Pembelian Konsumen Produk Scarlett di Kabupaten Bireuen Sahiratul Khaira; Muhammad Ferdiananda Chadafi; Ivvon Septina Bella
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1492

Abstract

This study aims to analyze the impact of brand image, product bundling, and online customer reviews on consumer purchase decisions for Scarlett products in Bireuen Regency. This causal quantitative study involved 102 respondents selected through purposive sampling criteria: residing in Bireuen Regency, having purchased Scarlett products within the last 6 months, and actively reading online reviews. Primary data was gathered using a structured Likert scale (1-5) questionnaire distributed digitally. The data were processed using multiple linear regression analysis via SPSS version 26. The partial test results demonstrate that brand image positively and significantly influences purchase decisions (tcount = 2.462 > ttable = 1.660; sig = 0.016 < 0.05). Product bundling also exerts a positive and significant effect on purchase decisions (tcount = 2.503 > ttable = 1.660; sig = 0.014 < 0.05). Meanwhile, online customer reviews demonstrate the most dominant, positive, and significant impact on purchase decisions (tcount = 5.066 > ttable = 1.660; sig = 0.000 < 0.05). Simultaneously, all three independent variables significantly affect purchase decisions with Fcount = 76.963 > Ftable = 2.70 (sig = 0.000 < 0.05). The correlation coefficient (R = 0.838) indicates a strong relationship, and the coefficient of determination (R2 = 0.702) reveals that 70.2% of purchase decision variance is explained by these three predictors, while 29.8% is driven by external variables.  
Peran Keterampilan, Pemanfaatan Teknologi, dan Akses Informasi dalam Meningkatkan Kesejahteraan Petani Kopi di Desa Tawar Miko Kabupaten Aceh Tengah Putri Simah Bengi; Mai Simahatie; Muhammad Ferdiananda Chadafi
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1499

Abstract

This study aims to examine and analyze the partial and simultaneous effects of skills, technology utilization, and access to information on the welfare of coffee farmers in Tawar Miko Village, Kute Panang District, Central Aceh Regency. This causal quantitative study involved 95 active coffee farmer respondents selected through saturated sampling (census method). Primary data collection was conducted via structured questionnaires using a 1-5 Likert scale. Data were analyzed using multiple linear regression supported by SPSS software version 26. Partial test results demonstrate that the skill variable does not significantly affect coffee farmer welfare (tcount = 0.802 < ttable = 1.986; sig = 0.425 > 0.05). Conversely, technology utilization exerts a positive and significant effect on farmer welfare (tcount = 2.146 > ttable = 1.986; sig = 0.035 < 0.05). Access to information demonstrates the most dominant, positive, and significant impact on farmer welfare (tcount = 5.139 > ttable = 1.986; sig = 0.000 < 0.05). Simultaneously, all three independent variables significantly affect coffee farmer welfare with Fcount = 49.046 > Ftable = 2.70 (sig = 0.000 < 0.05). The coefficient of determination (R2 = 0.618) reveals that 61.8% of the variance in coffee farmer welfare is explained by skills, technology utilization, and access to information, while the remaining 38.2% is driven by unexamined external factors.
Pengaruh Kepemimpinan Transformasional, Motivasi Intrinsik, dan Emotional Intelligence terhadap Kinerja Guru di SMA Negeri 2 Bireuen Firman Firman; Yusuf A. Samad; Irne Aryanie
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1507

Abstract

This study was designed to evaluate and analyze the determination of transformational leadership, intrinsic motivation, and emotional intelligence on the job performance of educators at SMA Negeri 2 Bireuen. Applying a quantitative approach with an associative design, this observation involved the entire population of active teachers with Civil Servant (PNS) status at the school, totaling 44 respondents, where the sample selection was operationalized through a saturated sampling method (census). Primary data collection was executed using a structured questionnaire instrument adopting a five-point Likert scale. Data processing utilized multiple linear regression estimation techniques processed via SPSS software. Partial testing results confirmed that transformational leadership makes a positive and significant contribution to enhancing teacher performance, with a statistical value of t_"count" >t_"table" and a significance value of p<0.05. Similarly, the intrinsic motivation variable was verified to exert a positive and significant effect on teacher performance, with a statistical value of t_"count" >t_"table" and a significance value of p<0.05. Contrary to these two constructs, emotional intelligence was partially detected to have no significant impact on educator performance, with a statistical value of t_"count" <t_"table" and a significance value of p>0.05. Nevertheless, simultaneously, all three independent variables were proven to significantly stimulate teacher performance, with a statistical value of F_"count" >F_"table" and a significance value of p<0.05. The coefficient of determination (R^2) value of 0.349 indicates that the predictive ability of the research model in explaining the variance in teacher performance reaches 34.9%, while the remaining proportion of 65.1% is influenced by other determinants outside the estimation framework of this study.
Pengaruh Kepemimpinan, Pelatihan Kerja dan Budaya terhadap Kinerja Karyawan : Studi Pada Karyawan PT. Unico Logistik Zyco Ardiansyah Pratama; Dwi Kristanto
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1512

Abstract

This study aims to examine the influence of leadership style, job training, and work culture on employee performance. A descriptive quantitative research method was employed, utilizing multiple linear regression analysis. The study population consisted of 58 employees from PT. Unico Logistik. A saturated sampling technique was used, incorporating the entire population of 58 respondents. Data were collected via Likert-scale questionnaires and processed using Microsoft Excel 2021 and SPSS Version 25 software. Secondary data were obtained through a literature review and the collection of various company documents—such as the company profile and organizational structure—as well as relevant scientific literature and references. Data analysis techniques included tests for validity, reliability, classical assumptions (normality, multicollinearity, and heteroscedasticity), simple correlation, multiple linear regression, the coefficient of determination, and hypothesis testing (t-test). The results indicate that leadership style has a positive and significant effect on employee performance; job training has a positive but non-significant effect on employee performance; and work culture has a positive and significant effect on employee performance.
Konstruksi Islamic Business Communication dalam Membangun Kepercayaan Konsumen Muslim pada Marketplace: Systematic Literature Review Ibnu Waseu
Jurnal Strategi Bisnis Teknologi Vol. 2 No. 4 (2025): November : Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v2i4.1518

Abstract

The development of marketplaces in the digital economy presents both opportunities and challenges in building Muslim consumer trust. Trust is not only related to product quality and transaction security but also to how Islamic values are implemented and communicated in digital business activities. This study aims to construct the concept of Islamic Business Communication in building Muslim consumer trust in marketplaces through a synthesis of previous literature. This study employs a Systematic Literature Review using a descriptive qualitative approach. Relevant literature was analyzed thematically to identify Islamic values, digital business communication practices, and their relationship with consumer trust. The literature synthesis indicates that honesty (ṣidq), trustworthiness (amānah), justice, transparency, responsibility, and sharia compliance are key values in developing credible business communication. These values are manifested through accurate product information, transparent pricing and transaction terms, consistency between promises and services, and responsibility toward consumers. The synthesis also indicates an association between the application of Islamic values in business communication and the formation of perceptions of credibility, integrity, and reliability that support Muslim consumer trust. This study provides a conceptual contribution by positioning communication as a mechanism connecting Islamic values with consumer trust in marketplace environments. Thus, Islamic Business Communication can be understood as value-based business communication that integrates Islamic principles, digital communication practices, and an orientation toward consumer trust.
Pengaruh Trusted Product, Product Quality, dan Customer Service Terhadap Repeat Purchase di Toko Emas Tiara Bireuen Riza Fitria; Muhamad Ferdiananda; Ivvon Septina Bella
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1542

Abstract

This study aims to analyze the effect of trusted product, product quality, and customer service on repeat purchase at Tiara Gold Store Bireuen. This research used a quantitative method with an associative approach. The sample consisted of 96 respondents who had made purchases at least twice. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results showed that partially, trusted product had no significant effect on repeat purchase with a significance value of 0.076 > 0.05. Meanwhile, product quality and customer service had a positive and significant effect on repeat purchase with significance values of 0.000 < 0.05 and 0.044 < 0.05, respectively. Simultaneously, trusted product, product quality, and customer service significantly affected repeat purchase with a significance value of 0.000 < 0.05. The R Square value of 0.613 indicates that 61.3% of repeat purchase can be explained by these three variables. Based on the results, it can be concluded that product quality is the most dominant variable affecting repeat purchase at Tiara Gold Store Bireuen.
Pengaruh Work Life Balance, Beban Kerja & Lingkungan Kerja terhadap Produktivitas Karyawan: Studi Kasus PT. Jobubu Jarum Minahasa TBK Muhammad Ichsan Apriliano; Koen Hendrawan
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1517

Abstract

This study aims to examine the influence of work-life balance (X1), workload (X2), and work environment (X3) on employee productivit (Y). A quantitative descriptive research method was employed, utilizing multiple linear regression for data analysis. The study population consisted of 276 employees from PT. Jobubu Jarum Minahasa Tbk. A non-probability sampling approach was used, specifically combining purposive sampling and convenience sampling, resulting in a sample of 80 respondents. Data were collected via Likert-scale questionnaires and processed using Microsoft Excel 2024 and SPSS version 25 software. Analytical procedures included tests for validity, reliability, classical assumptions (normality, multicollinearity, and heteroscedasticity), as well as correlation coefficient analysis, multiple linear regression analysis, the coefficient of determination (R²) analysis, and hypothesis testing (partial t-test). The research results indicate that the Work-Life Balance variable (X1) has a positive and significant effect on Employee Productivity (Y), the Workload variable (X2) has a positive and significant effect on Employee Productivity (Y), and the Work Environment variable (X3) has a positive and significant effect on Employee Productivity (Y).

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