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INDONESIA
Ekopedia: Jurnal Ilmiah Ekonomi
Published by Indo Publishing
ISSN : 30901022     EISSN : 30898374     DOI : https://doi.org/10.63822/ekopedia
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Ilmiah Ekonomi yang diterbitkan oleh Lembaga Indo Publishing. berupa hasil-hasil penelitian di bidang Ekonomi Murni, Kependidikan Ekonomi, Manajemen, Bisnis Digital, Kewirausahaan, Akuntansi, Perbankan, Ekonomi Islam dan bidang lainnya yang relevan dengan ekonomi yang belum pernah dipublikasikan dalam jurnal lainnya
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 800 Documents
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Strategi Pengembangan Pemasaran Produk pada Roti A&W Bakery di Palembang Melinda febrianti; Yeri Resika
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/vgv4cz22

Abstract

Penelitian ini bertujuan untuk mengetahui, menganalisis, dan merumuskan strategi pengembangan pemasaran produk pada Usaha Mikro, Kecil, dan Menengah (UMKM) Roti A dan W Bakery di Kota Palembang. Metode penelitian yang digunakan adalah metode kualitatif deskriptif, dengan teknik pengumpulan data melalui wawancara mendalam, observasi langsung, dan dokumentasi. Informan dalam penelitian ini ditentukan menggunakan teknik purposive sampling, yang terdiri dari pemilik usaha, karyawan, serta konsumen loyal. Analisis data dilakukan secara komprehensif menggunakan matriks SWOT (Strengths, Weaknesses, Opportunities, Threats). Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan saat ini masih bersifat konvensional dan belum optimal, terutama dalam pemanfaatan media digital. Berdasarkan analisis SWOT, UMKM ini memiliki kekuatan pada kualitas produk yang terjaga, harga kompetitif, dan pelayanan yang baik. Namun, kelemahannya terletak pada minimnya kegiatan promosi dan inovasi varian produk. Peluang yang dapat dimanfaatkan adalah tingginya minat konsumsi masyarakat serta pesatnya perkembangan teknologi informasi, sedangkan ancaman utamanya berasal dari ketatnya persaingan bisnis kuliner sejenis. Strategi alternatif yang direkomendasikan adalah mengoptimalkan promosi digital melalui media sosial, melakukan diversifikasi inovasi produk, serta meningkatkan kapasitas produksi guna memperkuat daya saing pasar dan meningkatkan volume penjualan secara berkelanjutan.
Pengaruh Lingkungan Kerja Terhadap Semangt Kerja Pegawai Kantor Camat Wawo Kabupaten Bima Abdul Arif; Muhammad Yusuf; Jaenab Jaenab
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/v350pn47

Abstract

This study aims to examine the influence of the work environment on the work morale of employees at the Wawo District Office, Bima Regency. An associative research design was employed. The study population consisted of 40 employees at the Wawo District Office, Bima Regency, comprising 14 Civil Servants (PNS), 16 Government Employees with Work Agreements (P3K), and 10 honorary staff members. Data analysis using SPSS indicates that the work environment (X1) influences the work morale of employees at the Wawo District Office, Bima Regency.
Pengaruh Brand Experience, Susceptibility to Normative Influence, Lifestyle, dan Customer Engagement terhadap Brand Loyalty pada Tomoro Coffee Ardhiansyah Nur Hidayat Idris; Dita Puruwita; Terrylina Arvinta Monoarfa
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/9t45q471

Abstract

The intense competition in Indonesia's modern coffee shop industry requires Tomoro Coffee to build strong brand loyalty. This study aims to analyze the effect of brand experience, susceptibility to normative influence (SNI), lifestyle, and customer engagement on the brand loyalty of Tomoro Coffee consumers in DKI Jakarta. Using a quantitative approach with a causal design, data were collected through an online questionnaire from 150 respondents selected via purposive sampling (criterion: purchase within the last three months). The data were analyzed using multiple linear regression (SPSS 26). The results demonstrate that brand experience, SNI, lifestyle, and customer engagement have a positive and significant effect on brand loyalty, both partially and simultaneously. This model explains 57.9% of the variance in brand loyalty, with customer engagement acting as the most dominant predictor. As a managerial implication, Tomoro Coffee is recommended to strengthen customer engagement through its official application, interactive social media, and customer communities, while maintaining quality consistency relevant to urban lifestyles. Future research is suggested to expand the study area and incorporate variables such as customer satisfaction and brand trust using a longitudinal design.
Pengaruh Brand Perception dan Customer Engagement terhadap Purchase Intention pada Live Streaming Commerce Yves Saint Laurent Beauty Indonesia Mutia Eka Wardani; Baroroh Lestari; Lina Budiarti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/67kkde61

Abstract

The growth of live-streaming commerce has encouraged companies to leverage social media as a more interactive marketing strategy. As a luxury brand, Yves Saint Laurent (YSL) Beauty Indonesia has begun using TikTok Live as a marketing platform with the potential to influence brand perception, customer engagement, and consumer purchase intention. This study aims to analyze the influence of brand perception and customer engagement on purchase intention in YSLBeauty Indonesia’s live-streaming commerce. This study was a quantitative study using an explanatory research approach. Data were collected via a questionnaire and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with SPSS 25. The results indicated that brand perception had a positive effect on purchase intention (p = 0,003 < 0,05), while customer engagement also had a positive effect (p = 0,003 < 0,05). Simultaneously, both variables had a positive effect on purchase intention, with an F-calculated value of 59.357 and a coefficient of determination (R²) of 0.550. Based on the research findings, it can be concluded that brand perception and customer engagement have a positive effect both individually and collectively on purchase intention in YSL Beauty Indonesia’s live-streaming commerce. Customer engagement has a greater influence than brand perception, therefore, it needs to be continuously optimized through engaging interactions during live streams.
Analisis Faktor-Faktor yang Memengaruhi Economic Complexity di Negara-Negara Anggota BRICS+ Nazwa Anggita; Sri Indah Nikensari; Siti Fatimah Zahra
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/03bg2m25

Abstract

This study aims to analyze the factors influencing economic complexity in BRICS+ member countries. Economic complexity reflects a country's ability to produce diverse, high-value-added, knowledge-based, and technology-based products. This research is motivated by the varying capacities of BRICS+ countries in managing investment, human capital quality, and innovation to enhance more modern and competitive economic structures. The study employs a quantitative approach using panel data regression with the Fixed Effect Model (FEM) as the best-fit model. The dependent variable is economic complexity, while the independent variables consist of FDI, education level, and innovation. The results indicate that FDI has a positive but insignificant effect on economic complexity, suggesting that foreign investment remains concentrated in primary sectors and low-technology industries. Education level and innovation have a positive and significant effect on economic complexity, with innovation being the most dominant factor. Simultaneously, all three variables influence economic complexity. This study concludes that enhancing economic complexity in BRICS+ countries is more strongly driven by education and innovation than by FDI.
Pengaruh Team Work dan Disiplin Kerja Terhadap Produktivitas Kerja Pegawai pada Bank NTB Syariah Bima Aulia Rizqi Maretania; Firmansyah Kusumayadi; Kartin Aprianti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2kqy2808

Abstract

This study examines the influence of teamwork and work discipline on employee work productivity at Bank NTB Syariah, Bima Branch. A Likert scale was employed to measure respondents' attitudes, perceptions, and opinions regarding statements related to teamwork, work discipline, and work productivity. The study involved a sample of 30 respondents. The findings lead to the conclusion that teamwork has a significant influence on employee work productivity at Bank NTB Syariah, Bima Branch; work discipline has a significant influence on employee work productivity at Bank NTB Syariah, Bima Branch; and both teamwork and work discipline significantly influence employee work productivity at Bank NTB Syariah, Bima Branch.
Pengaruh Persepsi Kemudahan Penggunaan  dan Persepsi Keamanan Layanan Face Recognition  Terhadap Kepercayaan Penumpang Kereta Api Indonesia di Stasiun Malang Yesy Putri Winarni; Lina Budiarti; Rena Feri Wijayanti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/tp48px71

Abstract

PT Kereta Api Indonesia (Persero) is one of the modes of mass transportation that is in great demand by the Indonesian people. Along with the development of digital technology, PT Kereta Api Indonesia (Persero) implements face recognition boarding gate services at various major stations to efficiency and improve the safety of the passenger boarding process.  This study was a quantitative research with variables of ease of use perception, service safety perception, and passenger trust. The data collection technique in this study was carried out through the distribution of questionnaires directly to 100 respondents who were train passengers using the face recognition boarding gate service at Malang Station.  The results of the multiple linear regression analysis showed that Fcount > Ftable, which is 48,603> 3.09, with a significance value of 0.000 < 0.05.The coefficient of determination (R²) was 0.501 (50%). This indicating that the variables of perceived ease of use and service security simultaneously explained 50% of the variance in passenger trust, while the remaining 50% was influenced by other factors not examined in this study. Therefore, H₀ was rejected and H₃ was accepted, indicating that perceived ease of use (X₁) and perceived service security (X₂) simultaneously have a significant effect on passenger trust (Y). Based on the findings of this study, it can be concluded that PT Kereta Api Indonesia (Persero) can strengthen passengers trust in the face recognition boarding gate service by maintaining its ease of use while continuously improving service security. As a result, passengers are expected to have greater confidence in using the service at Malang Station. PT Kereta Api Indonesia (Persero) is recommended to maintain the ease of use of the face recognition service by providing clear instructions and assistance for first-time users, while ensuring consistent service procedures and reliable system performance to strengthen passengers' trust in the service..
Pembuatan Video Iklan Untuk Meningkatkan Brand Awareness Pada UMKM Keripik Buah Dan Sayur Pandubima Malang Nanda Dian Pramesti; Dwi Sudjanarti; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/d6016397

Abstract

Instagram is one of the digital promotion media widely used by MSMEs; however, the Instagram account of PANDUBIMA Fruit and Vegetable Chips MSME in Malang has not utilized Reels video content, resulting in low brand awareness. This study aims to identify the condition of brand awareness before using advertising videos, produce an advertising video using the CapCut Pro application, and measure its effectiveness in building brand awareness. This study used the Action Research method following the Kemmis and McTaggart model through two cycles consisting of planning, acting, observing, and reflecting, involving 16 respondents consisting of the owner, employee, marketing experts, computer experts, and consumers. Data were collected through interviews, observation, documentation, and an EPIC Model questionnaire analyzed using mean scores and the EPIC Rate. The results show that the initial condition of PANDUBIMA's brand awareness was at the unaware of the brand level. In the second cycle, the expert EPIC Rate increased from 3.08 to 4.76 and the general respondent rate from 4.08 to 4.67, with the overall brand awareness score increasing from 3.89 to 4.67 (Very High category). This study concludes that producing an advertising video using CapCut Pro through the Action Research approach effectively increased PANDUBIMA's brand awareness through Instagram Reels and can serve as a reference for other MSMEs in improving digital marketing effectiveness.
Pengaruh Interaktivitas dan Keahlian terhadap Niat Beli pada Fitur Shopee Live Melalui Kepercayaan pada  Streamer sebagai Mediasi Putri Nusadrina Murni; Ryna Parlyna; Fildzah Shabrina
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/dx12c657

Abstract

This study aims to analyze the effect of streamer interactivity and expertise on consumer purchase intention within the Shopee Live feature, utilizing trust in the streamer as a mediating variable. Using a quantitative approach with a survey design, primary data were collected online from 210 respondents in DKI Jakarta selected through purposive sampling. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The results demonstrate that both interactivity and streamer expertise have a positive and significant direct effect on purchase intention, as well as on the formation of consumer trust. Trust in the streamer is also proven to have a positive and significant effect on purchase intention and partially mediates the relationship between interactivity, streamer expertise, and purchase intention. This model explains 55.8% of the variance in trust and 54.5% in purchase intention, empirically supporting the Stimulus-Organism-Response (S-O-R) framework. For managerial implications, businesses are advised to train streamers in responsive two-way communication and comprehensive product knowledge to maintain credibility. Future research is recommended to expand the demographic scope and incorporate additional variables such as streamer attractiveness or broadcast quality.  
Pengaruh Brand Image dan Persepsi Harga terhadap Keputusan Pembelian Produk Kosmetik Make Over pada Generasi Z di Kota Tegal Fanny Erlianti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/bgexcb84

Abstract

The rapid growth of Indonesia's cosmetics industry has intensified competition among local brands and increased the need to understand Generation Z purchasing behavior. This study analyzes the influence of brand image and price perception on purchasing decisions for Make Over cosmetic products among Generation Z consumers in Tegal City. The study used a quantitative approach with a cross-sectional survey design. Data were collected through questionnaires from 100 female respondents aged 15-29 years who lived in Tegal City and had purchased or used Make Over products. Respondents were selected using purposive sampling. The research instrument consisted of 18 Likert-scale statements covering corporate image, product image, user image, price affordability, price-quality suitability, price-benefit suitability, product choice, brand choice, and purchase amount. Data were analyzed using multiple linear regression with SPSS version 26 after validity, reliability, normality, multicollinearity, heteroscedasticity, and linearity tests. The results show that brand image has no significant partial effect on purchasing decisions, with t = 0.279 and p = 0.781. Price perception has a positive and significant effect, with t = 5.417 and p < 0.001. Simultaneously, brand image and price perception significantly affect purchasing decisions, with F = 21.288 and p < 0.001. The adjusted R Square of 0.291 indicates that both variables explain 29.1% of purchasing decision variation. These findings show that respondents value Make Over's reputation and quality, but purchasing decisions depend more strongly on affordability and perceived value. Therefore, Make Over should maintain brand communication and strengthen value-based pricing strategies aligned with Generation Z needs

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