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Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Published by Politeknik Negeri Jakarta
ISSN : 20853262     EISSN : 27757374     DOI : https://doi.org/10.32722/snrtbisnis
Core Subject :
Seminar Nasional Riset Terapan Administrasi Bisnis dan MICE merupakan konferensi yang berskala nasional yang diadakan setiap tahunnya oleh Jurusan Administrasi Niaga Politeknik Negeri Jakarta. Konferensi ini bertujuan untuk menjadi ajang pertemuan ilmiah para peneliti, akademisi, dan praktisi dari dunia industri untuk berdiskusi dan mempublikasikan hasil penelitian dan penerapan teknologi terkini.
Arjuna Subject : -
Articles 238 Documents
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Pengaruh Human Capital terhadap Tingkat Kemiskinan di Wilayah Tapal Kuda Jawa Timur Sabrina Ida Wahyuningrum
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7690

Abstract

Poverty remains a complex development issue in Indonesia, including in the Tapal Kuda region of East Java, where poverty rates remain relatively high and poverty reduction tends to be slow. This study examines the effect of human capital, proxied by Mean Years of Schooling (MYS) and Life Expectancy (LE), on poverty levels in the Tapal Kuda region during 2018–2024. The study uses a quantitative approach with secondary data obtained from the Central Statistics Agency (BPS) of East Java Province and district-level BPS publications. Panel data regression analysis was applied using the Common Effect Model (CEM), Fixed Effect Model (FEM), and Random Effect Model (REM), with the best model selected through the Chow Test, Hausman Test, and Lagrange Multiplier Test. The findings show that Mean Years of Schooling (MYS) has no significant effect on poverty, while Life Expectancy (LE) has a negative and significant effect. These results indicate that the health dimension plays a stronger role in reducing poverty than formal education in the Tapal Kuda region. The study emphasizes the importance of human capital development, particularly in health, as part of poverty alleviation strategies in regions with uneven development characteristics.
Strategi Pengembangan Infrastruktur Dalam Mendukung Daya Saing Pariwisata Kota Surakarta Hamsar Suci Amalia; Aulia Restu Ariyanto Putri; Ifta Almazah Suhaya; Chiko Arwinda Fatimatul Aisyah; Muhammad Dimas Abimayu
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7691

Abstract

Infrastructure is one of the key factors determining the competitiveness of a tourism destination, as it plays a role in improving accessibility, connectivity, and the quality of tourism services. The city of Surakarta, as a cultural and MICE tourism destination, has growing potential; however, infrastructure development must continue to be improved to support increased tourism competitiveness. This study aims to analyze the state of tourism infrastructure in Surakarta based on the TTDI framework and to formulate development strategies. The study employs a descriptive method with a qualitative approach. Data were collected through observation, interviews with key informants, and documentation, and were then analyzed using SWOT analysis. The results indicate that Surakarta City already possesses good air and land transportation connectivity, adequate basic infrastructure, and accommodation and MICE facilities that support the destination’s competitiveness. However, several weaknesses remain, including limited parking space, suboptimal flight frequencies, the lack of Professional Event Organizers (PEOs) and Professional Conference Organizers (PCOs), and the absence of a port to support MICE logistics. Based on the SWOT analysis, the recommended development strategies include optimizing investment through the development of the Solo Convention and Exhibition Center (SCEC), strengthening the integration of transportation and tourist destinations in the Greater Solo region, increasing flight frequency, developing smart tourism services, enhancing the capacity of event organizers PEOs and conference organizers PCOs, and strengthening collaboration among stakeholders. These strategies are expected to enhance the competitiveness of Surakarta’s tourism sector in a sustainable manner.
The Pengaruh Gamification Marketing Dan Perceived Value Terhadap Customer Loyalty (Studi Kasus Kopi Kenangan di Jakarta Selatan) Vindy Nurhaliza Iswahyudi; Endah Wartiningsih; Riza Hadikusuma; Imas Chandra Pratiwi; Erlyn Rosalina
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7692

Abstract

This study aims to analyze the effect of gamification marketing and perceived value on customer loyalty among Kopi Kenangan consumers in South Jakarta. The research background is based on the decline in Kopi Kenangan's Top Brand Index and transaction volume in 2025, amid increasingly competitive local coffee industry dynamics. This study employed an associative quantitative approach with purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS version 27. The results indicate that partially, gamification marketing does not have a significant effect on customer loyalty, whereas perceived value has a positive and significant effect. Simultaneously, both variables jointly exert a significant influence on customer loyalty, explaining 49.9% of its variance. These findings suggest that perceived value is a more dominant factor in shaping customer loyalty compared to the application of gamification elements within a digital platform.
Praktik Logistik Digital Berkelanjutan Dalam Penyelenggaraan Event Kampanye Anak Indonesia Hebat Lilis Nur Halimah; Annisa Wardhani
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7693

Abstract

The growing adoption of digital coordination tools in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry has created opportunities to support more sustainable event logistics practices. This study examines the integration of digital logistics tools and their contribution to sustainable business operations in the implementation of the Kampanye Anak Indonesia Hebat (KAIH) event, organized by PT Lyonic Nawasena Santosa on behalf of the Ministry of Primary and Secondary Education of Indonesia, across five cities: Serang, Lampung, Yogyakarta, Manokwari, and Kudus. The study employs a qualitative descriptive method through direct observation, semi-structured interviews, and the authors' internship experience. The findings show that digital tools such as cloud-based data management, real-time communication platforms, route optimization applications, and digital documentation reduced printed material usage, minimized unnecessary transportation trips, and improved cost and resource efficiency, reflecting the economic and environmental dimensions of sustainable business practice. However, the study also finds that digital logistics effectiveness is contingent upon local telecommunications infrastructure, as demonstrated in Manokwari, where limited connectivity required adaptive, less digitally dependent strategies. The study concludes that sustainable digital logistics management in multi-city MICE events must be contextually adapted to local infrastructure conditions to balance efficiency, environmental responsibility, and operational reliability.
Model Manajemen Risiko Keuangan UMKM Menghadapi Volatilitas Harga Bahan Baku Fachri Aditya; Friscila Purba
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7694

Abstract

Raw material price volatility has become one of the major challenges that increases financial risk and threatens the sustainability of micro, small, and medium enterprises (MSMEs). Numerous studies have examined financial risk management strategies; however, their findings remain dispersed across different aspects and have yet to provide a comprehensive synthesis of financial risk management strategies and mechanisms relevant to MSMEs. This study aims to synthesize the concepts, approaches, strategies, and mechanisms of financial risk management in responding to raw material price volatility and to develop a conceptual framework based on a systematic synthesis of the literature. The study employed a Systematic Literature Review (SLR) following the PRISMA 2020 guidelines. A literature search was conducted in the Scopus database using five primary keywords, resulting in 739 articles. Following the identification, screening, and eligibility processes, 35 Scopus Q1 journal articles published between 2020 and 2025 were selected and analyzed using thematic analysis and narrative synthesis. The synthesis indicates that the literature on financial risk management has evolved toward more adaptive, integrated, and resilience-oriented approaches. Five dominant strategic themes were identified: cost control, technology-based price volatility prediction, financing enhancement, organizational capacity development, and collaboration within the business ecosystem. Based on these findings, this study develops a conceptual framework integrating strategic elements, implementation mechanisms, and supporting components as a conceptual foundation for the future development and empirical validation of financial risk management models for MSMEs.
Representasi Konsep Ketuhanan dalam Naskah Sanghyang Siksa Kandang Karesian: Kajian Awal Terhadap Kosmologi Sunda Kuna Syan Adiwinata; Dita Indra Febryanti
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7696

Abstract

This research aims to identify the representation of the concept of divinity found in the Sanghyang Siksa Kandang Karesian (SSKK) manuscript, which is one of the old Sundanese manuscripts written in the year 1518 AD. Until now, SSKK has mostly been studied as a source of moral and ethical teachings for the Sundanese community, while the aspects of religion and cosmology contained within it have not received much attention. The study uses a qualitative approach based on library research, employing literary analysis and content analysis. The main source of the research is the Sanghyang Siksa Kandang Karesian manuscript, translated by Ilham Nurwansah in 2020. Research results show that the concept of divinity in SSKK is represented through a cosmological system that connects spiritual, moral, and social aspects. Important findings show the concept of Tritangtu on Earth, Triwarga, and the use of terms Namo Siwaya, Namo Budaya, and Namo Sidam Jiwa Nalipurna, which indicate the presence of a highest spiritual authority in the life of the ancient Sunda community. This study concludes that the concept of the divine in SSKK is not presented as a formal theological doctrine, but rather integrated into the community's ethical system and cosmology. This finding opens the way for further research on reconstructing the concept of monotheism in Sundanese tradition using semiotics and theology approaches.
Pengaruh GFCF, Government Expenditure, dan Labor Force terhadap Economic Growth di 5 Negara ASEAN Sevia Anggun Safira
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7697

Abstract

Economic growth is one of the main indicators of a country's development success. This study aims to analyze the effect of Gross Fixed Capital Formation (GFCF), Government Expenditure, and Labor Force on Economic Growth in five ASEAN countries, namely Indonesia, Philippines, Malaysia, Vietnam, and Thailand during the period 2015–2024. The research problem addressed is whether these three macroeconomic variables significantly influence economic growth in the ASEAN region. This study uses a quantitative approach with panel data analysis. Secondary data were obtained from the World Bank's World Development Indicators. Model selection was conducted through the Chow Test and Hausman Test, resulting in the Random Effect Model (REM) as the best estimator. The results show that GFCF has a positive and significant effect on economic growth (β = 0.2777; t = 5.8004; p = 0.0000), meaning every 1% increase in GFCF raises GDP growth by 0.2777%. Government Expenditure (β = 0.0148; p = 0.8907) and Labor Force (β = 0.0066; p = 0.9672) do not have a significant effect on economic growth. The model explains 49.9% of the variation in economic growth (R² = 0.499). These findings suggest that ASEAN governments should prioritize capital investment policies while improving the efficiency of public spending and workforce quality to strengthen their contribution to economic growth
Studi Literatur Augmented Reality Terhadap Purchase Intention dengan Mediasi Attitude: Studi Pada Produk Kecantikan Sujiwo Priambodo; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7698

Abstract

The rapid advancement of digital technology has transformed marketing strategies, particularly in the cosmetics industry, through the adoption of Augmented Reality (AR). One of the most widely implemented applications is the Virtual Try-On (VTO) feature, which enables consumers to virtually experience cosmetic products before making a purchase. This technology helps reduce uncertainty in online shopping by providing a more interactive and realistic product evaluation experience. Despite its increasing adoption, the underlying mechanism through which AR influences consumers' purchase intention remains insufficiently understood. Therefore, this study aims to examine the effect of Augmented Reality on consumers' purchase intention, with attitude serving as a mediating variable in the context of beauty products. This study adopts the Stimulus-Organism-Response (S-O-R) theory as its primary theoretical framework, conceptualizing Augmented Reality as the stimulus, attitude as the organism, and purchase intention as the response. The AR construct is operationalized through two key dimensions, namely vividness and interactivity, which represent the technology's ability to deliver realistic visual representations and interactive user experiences. This study is expected to contribute theoretically by extending the application of the Stimulus-Organism-Response framework in the context of AR-enabled digital marketing and by explaining the mediating role of attitude in the relationship between Augmented Reality and purchase intention. Practically, the findings are expected to provide insights for cosmetic companies in designing more effective AR-based digital experiences to enhance consumers' attitudes and purchase intentions.
Pemetaan Persebaran UMKM Kota Depok Menggunakan Clustering Berbasis Data Spasial Haris Satria Putra; Yoshua Ardy Putra; Irfan Rusydi Triyanto
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7699

Abstract

This study aims to identify the distribution patterns of Micro, Small, and Medium Enterprises (MSMEs) in Depok City using a spatial data-based clustering approach. The research problem is motivated by the uneven distribution of MSMEs across regions, which may affect the effectiveness of development and support program planning. This study employed a quantitative approach using data mining techniques through the Cross Industry Standard Process for Data Mining (CRISP-DM) methodology. The dataset consisted of secondary data from 50 MSMEs distributed across 11 districts in Depok City, with geographic coordinates (latitude and longitude) used as the primary variables. The clustering process was conducted using the Density-Based Spatial Clustering of Applications with Noise (DBSCAN) algorithm with the best parameters of ε = 0.60 and min_samples = 4. The results showed that the DBSCAN algorithm successfully generated four clusters and identified four data points as noise. Evaluation results using the Silhouette Score and Davies-Bouldin Index yielded values of 0.3171 and 0.6766, respectively, indicating a reasonably good clustering structure with relatively clear separation among clusters. Visualization through scatter plots and interactive maps revealed concentrations of MSME distribution in several areas of Depok City. The findings can be utilized as supporting information for decision-making and regional-based MSME development planning.
Strategi Customer Retention Umkm Warung Bu Gendut Jagakarsa Pasca Viral Berbasis SERVQUAL Dian Rahmawati; Iis Mariam; Riza Hadikusuma; Endah Wartiningsih; Ratri Kurniasari
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7701

Abstract

This research aims to analyze the service quality and optimize the customer retention strategy of MSME Warung Bu Gendut Jagakarsa in the post-viral period through the Service Quality (SERVQUAL) approach. The urgency of this research is driven by a post-viral sales decline indicating weak customer retention resulting from service quality issues. A qualitative case study approach was employed, with data collected through semi-structured interviews, passive participatory observation, and documentation, and analyzed using the Miles and Huberman interactive model supported by NVivo 15. The findings reveal that Warung Bu Gendut Jagakarsa has implemented all five SERVQUAL dimensions that is reliability, responsiveness, assurance, empathy, and tangible at a satisfactory level, with empathy being the most dominant factor in driving customer revisit intention. The assurance and empathy dimensions only need to be maintained, whereas responsiveness and tangible still require optimization, particularly in managing waiting times during peak hours and adding a canopy over the outdoor seating area. It is recommended that the business maintain well-performing aspects, optimize those that require improvement, and develop a customer loyalty program to encourage sustainable repeat purchases.

Page 22 of 24 | Total Record : 238

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