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Sawala Cendekia: Jurnal Peneiltian Multidisiplin
Published by PT Abig Rizky Publisher
ISSN : -     EISSN : 31242030     DOI : -
Core Subject : Economy, Science, Education, Social, Engineering,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other
Sawala Cendekia: Jurnal Peneiltian Multidisiplin adalah jurnal yang dikelola dan diterbitkan sebanyak dua kali dalam setahun (Maret dan September) oleh PT Abig Rizky Publisher sejak tahun 2025, yang bertujuan untuk memfasilitasi pemahaman yang lebih baik tentang penelitian multidisiplin berbasis penelitian di kalangan akademisi dan peneliti.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 12 Documents
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SINERGI ORIENTASI PASAR DAN TEKNOLOGI UNTUK KEUNGGULAN BERSAING BERKELANJUTAN UMKM MAKANAN Sugih Prakoso
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This study aims to analyze the influence of Market Orientation and Technology on Sustainable Competitive Advantage in the food MSME (Micro, Small, and Medium Enterprises) sector in West Java Province. The study is grounded in the need for MSMEs to maintain a competitive position amid rapidly changing market dynamics, technological advancements, and increasingly complex consumer demands. A quantitative research approach was employed, utilizing Structural Equation Modeling (SEM) with SmartPLS software. The respondents consisted of owners or managers of active food MSMEs operating in 27 regencies and cities across West Java. The findings reveal that both market orientation and technology utilization have a positive and significant impact on sustainable competitive advantage. Market orientation enhances responsiveness to consumer needs and supports product innovation, while technology contributes to operational efficiency, service speed, and information integration. These results highlight that the synergy between market strategies and technological capabilities forms a strategic foundation for building long-term competitive advantage. The study recommends that MSME actors invest in technology-based innovation and strengthen market understanding to sustain their existence and competitiveness in a dynamic business environment.
TRANSFORMASI PEMASARAN KEDAI KULINER : FOKUS PADA PROMOSI DAN PELAYANAN Agus Sobar; Sugih Prakoso; Muhammad Zaky
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This research aims to analyze the influence of promotion and service quality on consumer purchase decisions at Kedai Abig Berkah Sukabumi. Facing intense competition in the culinary industry, businesses require precise marketing strategies, including effective promotion and quality service. Kedai Abig Berkah Sukabumi itself experienced a sales decline due to suboptimal promotion and service weaknesses. This study used a quantitative associative approach with 96 respondents as the sample. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that the promotion variable partially has a positive and significant influence on purchase decisions. The service quality variable also partially has a positive and significant influence on purchase decisions. Promotion and service quality simultaneously have a significant influence on consumer purchase decisions. These two variables, promotion and service quality, explain 40.9% of the variation in purchase decisions, while the remaining 59.1% is influenced by other factors outside these two variables. These findings emphasize the importance of effective promotion and improving service quality in encouraging and enhancing consumer purchase decisions.
OPTIMALISASI KUALITAS PRODUK DAN LAYANAN UNTUK MENINGKATKAN KEPUASAN KONSUMEN UMKM Noornisa sarah Ginanjar; Sugih Prakoso
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This study aims to optimize product and service quality to improve customer satisfaction at the Sembako Kios Makmur UMKM located in Pelabuhan Ratu Market, Sukabumi Regency. Using a quantitative method with an associative approach, this study involved 96 respondents selected through probability sampling techniques. Data were collected using a questionnaire, then analyzed through prerequisite tests, multiple linear regression analysis, and hypothesis testing with the help of SPSS software. The results of the study indicate that product quality has a positive and significant effect on customer satisfaction. Likewise, service quality has been shown to have a positive and significant effect on customer satisfaction. Furthermore, product quality and service quality simultaneously have a significant effect on customer satisfaction. This finding underlines that the combination of good products and superior services is crucial in shaping customer satisfaction. The regression model built is able to explain 93.0% of the variation in customer satisfaction.
BRAND EXPERIENCE DAN SOCIAL MEDIA MARKETING : KUNCI PEMBELIAN PRODUK KECANTIKAN SHOPEE Rizky Maulana; Eva Fathussya Adah; Noornissa Sarah Ginanjar
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to analyze the influence of Brand Experience and Social Media Marketing on purchasing decisions for beauty products among Shopee e-commerce users in Sukabumi. The research method used is quantitative with an associative approach. The sample consists of 96 respondents, determined using Cochran's formula. Data were collected through a questionnaire. Data analysis was conducted using multiple linear regression, t-test (partial), and F-test (simultaneous), with the assistance of SPSS. The results show that Brand Experience (X1) has a positive and significant partial effect on purchasing decisions (Y) for beauty products on Shopee in Sukabumi (t-value 5.386 > t-table 1.986; sig. 0.000 < 0.05). Social Media Marketing (X2) also has a positive and significant partial effect on purchasing decisions (t-value 5.234 > t-table 1.986; sig. 0.000 < 0.05). Simultaneously, Brand Experience and Social Media Marketing have a significant influence on purchasing decisions (F-value 604.194 > F-table 3.09; sig. 0.000 < 0.05). The Adjusted R Square value of 0.927 indicates that 92.7% of the variation in purchasing decisions can be explained by the two independent variables. In conclusion, Brand Experience and Social Media Marketing are significant key factors influencing purchasing decisions for beauty products on Shopee in Sukabumi.
PENERAPAN FULL COSTING UNTUK EFISIENSI BIAYA DAN DAYA SAING UMKM Tuti Setiatin; Niken Safitri; Ebah Suaebah
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy. However, many MSMEs, including Tiktak Kencur Nenk Tasya, still face challenges in financial management and the implementation of proper accounting practices, particularly in recording production costs. Previously, the cost recording at this MSME only covered daily raw material expenses, neglecting overhead costs and indirect labor, which resulted in inaccuracies in calculating the Cost of Goods Manufactured (COGM). This inaccuracy can affect pricing decisions, profit margins, and competitiveness. This research aims to design an effective cost recording system and determine the optimal COGM for Tiktak Kencur Nenk Tasya MSME. The full costing method is applied, as it is recognized for providing more accurate accounting by clearly classifying production costs. This study adopts a descriptive quantitative approach with a case study method, collecting data through observation, interviews, and documentation. The results of the COGM calculation using the full costing method for January 2025 show a total finished goods production cost of IDR 160,080,000 for 12,000 kg of products, resulting in a unit cost of approximately IDR 13,340.7. The estimated cost of work-in-process at the end of the period is IDR 6,489,000, bringing the total production cost for that month to IDR 166,569,000. Accurate implementation of COGM is expected to assist MSMEs in planning, financial management, improving competitiveness, and operational efficiency.
PEMANFAATAN FITUR LIVE STREAMING PADA PLATFORM E-COMMERCE UNTUK MENINGKATKAN PENJUALAN (STUDI KASUS: TIKTOK SHOP) Annida Nuriska Utami; Siti Mariam; Sahrul Ramadan
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 02 (2025): September
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

The rapid advancement of digital technology has significantly reshaped the e-commerce landscape, with one notable innovation being the integration of live streaming features that blend entertainment with interactive shopping experiences. This paper seeks to explore the influence of live streaming in enhancing consumer engagement and boosting the effectiveness of digital marketing strategies, focusing on TikTok Shop as the primary case study. Utilizing a literature review method, based on a range of scholarly sources and relevant data, the findings indicate that TikTok Shop has successfully developed a shoppertainment ecosystem that encourages impulse purchases. This is facilitated through real-time interaction, transparent product demonstrations, and time-limited promotional deals that create a sense of urgency. Moreover, the feature helps foster consumer trust and strengthens emotional connections between brands and their audiences. For Micro, Small, and Medium Enterprises (MSMEs), leveraging live streaming presents a forward-thinking and flexible strategy to broaden market reach and support sustainable business growth amid rising competition in the digital marketplace.  
ANALISIS LITERATUR: PENGARUH LIVE STREAMING DAN CUSTOMER REVIEW TERHADAP MINAT BELI GENERASI Z DI TIKTOK SHOP Rintan Novita sari; Dea Rahmawati; Mochamad Fikri Rili Alamsyah
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 02 (2025): September
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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh fitur Live Streaming dan ulasan pelanggan terhadap minat beli Generasi Z di platform TikTok Shop. Generasi Z merupakan kelompok yang sangat akrab dengan teknologi digital, sehingga mereka cenderung tertarik pada konten visual dan interaktif dalam pengalaman belanja daring. TikTok Shop, sebagai platform sosial yang juga berfungsi sebagai marketplace, menyediakan fitur siaran langsung dan ulasan konsumen yang dapat memengaruhi keputusan pembelian. Kajian ini dilakukan dengan menggunakan pendekatan tinjauan pustaka, yaitu dengan menelaah berbagai penelitian terdahulu yang dipublikasikan antara tahun 2020 hingga 2025. Fokus utama pembahasan adalah bagaimana interaksi langsung melalui Live Streaming serta validasi sosial dari customer review membentuk rasa percaya dan mendorong minat beli. Hasil analisis menunjukkan bahwa Live Streaming berperan signifikan dalam meningkatkan minat beli karena memberikan informasi produk secara langsung dan transparan. Sementara itu, pengaruh customer review bersifat kontekstual, tergantung pada kualitas dan kredibilitas ulasan. Ketika kedua fitur ini digunakan secara bersamaan, dampaknya terhadap minat beli Generasi Z menjadi lebih kuat. Temuan ini juga melengkapi kekurangan dari penelitian sebelumnya yang umumnya hanya membahas satu variabel secara terpisah.
PERAN ARTIFICIAL INTELLIGENCE DALAM OTOMATISASI PROSES BISNIS DIGITAL: PELUANG DAN TANTANGAN Adinda Jasmine Putri Nurazizah; Isnu Ardi; Julio Caesar Zambas
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 02 (2025): September
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to explore the role of Artificial Intelligence (AI) in the automation of digital business processes and to identify its benefits, challenges, and opportunities. The method used is a literature review by examining various scholarly sources such as journals, books, and research reports related to AI, digital transformation, and business process management. The findings indicate that AI plays a crucial role in enhancing operational efficiency, reducing errors, accelerating workflows, and driving service innovation. AI also supports data-driven decision-making and provides competitive advantages for organizations. However, the implementation of this technology faces several obstacles, including limited infrastructure, the need for technical expertise, high investment costs, as well as ethical and data security issues. Therefore, an integrated strategy and multi-stakeholder support are required to optimize the sustainable use of AI in digital business processes
DIGITAL MARKETING DAN PERSONAL SELLING SEBAGAI DETERMINAN KEPUTUSAN PEMBELIAN KONSUMEN TOKO KOSMETIK NEW MEGAH JAYA Hendrayana
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 02 (2025): September
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to analyze the effect of digital marketing and personal selling on consumer purchasing decisions at New Megah Jaya Cosmetic Store, Sukabumi. The research background is driven by digital transformation that has reshaped marketing interactions, as well as fluctuations in the store’s sales performance. The study employs a quantitative approach with a causal associative research design. A sample of 89 respondents was selected using simple random sampling from a total population of 845 consumers during the period January to August 2025. Data were collected through a structured questionnaire and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that digital marketing and personal selling simultaneously have a significant effect on purchasing decisions, with a contribution of 61.9%. Partially, both variables have a positive and significant influence, with digital marketing identified as the most dominant factor affecting consumer decisions (β = 0.636). These findings suggest that the combination of the broad reach of digital technology and persuasive interpersonal communication is highly effective in influencing consumers in the cosmetic industry. In conclusion, the integration of modern and conventional marketing strategies is crucial to enhancing competitiveness and achieving sustainable sales performance for the store.
ANALISIS HARGA POKOK PRODUKSI SEBAGAI DASAR PENETAPAN HARGA JUAL UMKM ABIG BERKAH Niken Safitri; Rizky Maulana; Sandi Setiadi; Fithri Suciati
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 02 (2025): September
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to analyze the calculation of the Cost of Production (COP) as a basis for determining the selling price at UMKM Kedai Abig Berkah in Sukabumi. Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the national economy; however, they often face structural challenges in implementing accurate production cost recording systems. The main problem identified is the use of a very simple and unsystematic COP calculation practice, in which the owner only sums up the main raw material costs and direct labor costs, without including factory overhead costs such as depreciation of kitchen equipment and utility expenses in detail. This research employs a qualitative descriptive approach, with data analysis methods consisting of data reduction, data presentation, and conclusion drawing. The findings reveal a significant discrepancy between the MSME’s internal calculation of Rp18,290 per portion and the application of the full costing method, which results in a COP of Rp36,360 per portion. Using a cost-plus pricing approach with a target profit margin of 15%, the recommended selling price is Rp42,000 per portion, which is Rp16,841 higher than the current selling price of Rp25,000. In conclusion, inaccurate COP calculation leads to underpricing, which potentially undermines profit margin stability and business competitiveness. Therefore, the implementation of comprehensive cost accounting is essential as a foundation for sustainable business strategy

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