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Jurnal Sosio Ekonomika Bisnis
Published by Universitas Jambi
ISSN : 14128241     EISSN : 26211246     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Ilmiah Sosio-ekonomika BIsnis -In english translate to Journal Agriculture of economy is a scientific journal that publishes various original research articles and review (by invitation) about n socio economy, including agribusiness and food information and regulation. This journal is an official publication of Department of Agribusiness, Faculty of Agriculture, Jambi Agricultural University Indonesia, published since 2010. It is published regularly 2 times a year (in January, and July).
Arjuna Subject : -
Articles 276 Documents
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ANALISIS STRATEGI MARKETING MIX TERHADAP PRODUK TEH BUTONG PADA PT PERKEBUNAN NUSANTARA IV UNIT TEH BAH BUTONG: Analisis Strategi Bauran Pemasaran Produk Teh Butong Pada PT Perkebunan Nusantara IV (Unit Teh Bah Butong) Afrilia, Dilla; Nirmala Sari , Tika
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiseb.v28i02.41502

Abstract

The rapid evolution of the Indonesian beverage industry has compelled traditional agribusiness firms to diversify their operations from bulk commodity production to consumer-oriented retail markets. As competition intensifies, state-owned enterprises (BUMN) must adopt sophisticated marketing frameworks to successfully transition into the Business-to-Consumer (B2C) segment. Within this context, PT Perkebunan Nusantara IV (PTPN IV) has strategically leveraged its heritage in tea production to establish a presence in the competitive retail landscape. This study aims to discover the implementation of the 7P marketing mix strategy by PT Perkebunan Nusantara IV Unit Bah Butongwhich released a new product to enter the retail market in Indonesia. The product is a black tea with the brand name “Teh Butong”. The teaproduced is categorized as powdered tea and teabags with premium and regular quality. This study uses qualitative methods with data collection using interviews and observation techniques of PTPN IV employees that are responsible for the teh Butong product. The results of the studyshowed the importance of implementing the 7P marketing mix strategy as an effective way to obtain the consumers. This study also explained how PTPN IV's efforts in maximizing the marketing activities of its new tea products by utilizing the 7P marketing mix strategy as an effort to increase sales to achieve the targets of the company. The findings imply that the company’s marketing mix strategy is centered on building brand loyalty within the local market to sustain competitiveness. It is also imperative for management to perform regular assessments of these strategies to drive sales growth and broaden market reach.  
ANALISIS MANFAAT STRATEGI MARKETING MIX 7P TERHADAP CITRA MERK TEH BUTONG DI PTPN NUSANTARA IV BAH BUTONG: ANALISIS MANFAAT STRATEGI MARKETING MIX 7P TERHADAP CITRA MERK TEH BUTONG DI PTPN NUSANTARA IV BAH BUTONG Eka Putra, Salsadilla; Nurmala Sari , Tika; Simatupang, Jumeida; Murtani, Alim; Tanjung, Yahya
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiseb.v28i02.41506

Abstract

The competition in the tea beverage industry in Indonesia is getting tighter along with the increasing number of brands and the variety of products offered to consumers. This condition requires every company to have the right marketing strategy in order to be able to maintain its existence while building a strong brand image in the minds of consumers. One of the most widely used approaches in modern marketing strategies is the 7P marketing mix which includes products, prices, venues, promotions, people, processes, and physical evidence. This research analyzes the benefits of implementing the 7P marketing mix strategy (Product, Price, Place, Promotion, Process, People, Physical Evidence) on the brand image of Butong Tea produced by PTPN IV Bah Butong. The research method uses a quantitative approach with a survey method. The population is all consumers of PTPN Nusantara Butong Tea with a sample sampling technique using non-probability sampling with purposive sampling.   The research results show that each 7P element contributes positively to improving brand image. Quality products, competitive prices, wide distribution, creative promotions, structured operational processes, skilled human resources, and an attractive physical appearance play an important role in strengthening a brand. This strategy creates a strong relationship with consumers and increases the brand's competitiveness in the market. From the data I got after I conducted interviews with approximately 30 respondents, there are still many who don't know about Butong Tea, this is because Butong tea factories market their products more overseas, such as Malaysia, Singapore and other countries.The implications of the research results provide a basis for consideration for the management of PTPN Nusantara IV and related stakeholders in developing brand-based plantation product marketing policies
Analisis Error Correction Model Analisis Error Correction Model terhadap Pengaruh Laju Pertumbuhan Ekonomi (LPE), Inflasi, dan Pengangguran pada Konsumsi Rumah Tangga di Sumatera Utara (2001–2021): Analisis Error Correction Model terhadap Pengaruh Laju Pertumbuhan Ekonomi (LPE), Inflasi, dan Pengangguran pada Konsumsi Rumah Tangga di Sumatera Utara (2001–2021) Atika Zahra, Dwi; Irawan, Fais; Lejon Simamora, Kevin; Umi Al Mas, Khairunnisa; Erisa Aulia Sihotang, Sabrina; Nababan, Stevani; Mardiah, Siti; Sari Margaret Julianty Silaban, Putri
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiseb.v28i02.48668

Abstract

The primary component of aggregate demand, which represents both the stability of the local economy and the degree of community wellbeing, is household consumption. The purpose of this study is to examine how household spending in North Sumatra Province was affected by the Economic Growth Rate (LPE), inflation, and unemployment between 2001 and 2021. To assess both short-term and long-term correlations between variables, secondary data is analyzed using the Error Correction Model (ECM). According to the study's findings, long-term household consumption is positively and significantly impacted by LPE, indicating that economic expansion can raise people's purchasing power. In the meanwhile, both in the short and long term, unemployment and inflation have a detrimental but insignificant impact. A robust adjustment mechanism to the long-term balance is indicated by the significant correction coefficient of −0.969383. Therefore, it can be said that household spending in North Sumatra is mostly influenced by economic growth, with inflation and unemployment having comparatively little effect. The results of this research have implications for the importance of inclusive economic growth policies to strengthen household consumption, in line with achieving the Sustainable Development Goals (SDGs), especially Goal 1 (No Poverty) and Goal 8 (Decent Work and Economic Growth).
TSCESDP The Strategy of Community Empowerment in Encouraging Sustainable Development Participation Based on Local Potential in Sukorejo Village: Strategi Pemberdayaan Masyarakat dalam Mendorong Partisipasi dalam Pembangunan Berkelanjutan Berbasis Potensi Lokal di Desa Sukorejo Nisak, Choirun; Daryono, Daryono; Suchaina, Suchaina
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiseb.v28i02.49319

Abstract

Sustainable Development at the Village level requires the active involvement of the community as a subject as well as the main actor of development. Sukorejo Village has a variety of local potential, both natural, social, cultural and economic resources which if managed optimally can be a force in improving the welfare of the community. However, the utilization of this potential will not run effectively without a community empowerment strategy that is able to encourage active and sustainable participation. This study aims to analyze community empowerment strategies in encouraging participation in sustainable development based on local potential in Sukorejo Village, Pohjentrek District, Pasuruan Regency. This research uses a qualitative (in-depth interviews with village officials, community leaders, and local business actors) approach with a case study method to obtain a comprehensive picture of the process, dynamics, and impacts of the community empowerment program implemented. Community empowerment in Sukorejo Village focuses on developing local potential in the fields of handicrafts, agriculture, and culture as the main driver of a sustainable creative economy. The strategy has been proven to be able to increase independence, active participation, and public awareness of the importance of development that is oriented towards a balance between economic, social, and environmental aspects. In relation to Sustainable Development, Sukorejo Village has shared local potential that supports the achievement of SGG 8 in local resource-based economic development, SDG 4 in strengthening community capacity.
PENGARUH PMA, PMDN & INFLASI TERHADAP PDB SEKTOR INDUSTRI MANUFAKTUR DI INDONESIA : Dampak PMA, Investasi Dalam Negeri, dan Inflatie terhadap PDB Sektor Industri Manufaktur Indonesia Silalahi, Bungaran; Linda Sari, Raina; SY, Muhammad
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiseb.v28i02.50545

Abstract

The manufacturing sector plays a strategic role in Indonesia’s economic structure. However, the growth of this sector is closely influenced by investment dynamics both Foreign Direct Investment (FDI) and Domestic Investment (DI) as well as inflation stability, which affects production efficiency and industrial competitiveness. This study aims to examine the effects of FDI in the manufacturing sector, DI in the manufacturing sector, and inflation on manufacturing sector Gross Domestic Product (GDP) in Indonesia over the period 2010–2024. Using a quantitative approach, this research applies multiple linear regression analysis to identify the relationship between investment variables, inflation, and manufacturing sector performance. The results show that, partially, FDI and DI have a positive effect on manufacturing GDP, while inflation has a negative effect. Simultaneously, the three variables significantly influence manufacturing GDP. These findings highlight that increasing investment, both foreign and domestic, is essential for strengthening production capacity and supporting the growth of the manufacturing industry. Meanwhile, maintaining stable and well-managed inflation is necessary to preserve efficiency and enhance the competitiveness of Indonesia’s manufacturing sector.
STRATEGI REBRANDING UMKM KERIPIK DESA CELAWAN DALAM MEMPERKUAT PERAN MEDIA DIGITAL UNTUK MENINGKATKAN DAYA SAING DI ERA DIGITAL: Strategi Rebranding UMKM Desa Celawan dalam Memperkuat Peran Media Digital Untuk Meningkatkan Daya Saing di Era Digital Ratih Silviany; Ahmarani, Putri; Syafriani, Nurul; Idam, Zahratul
Jurnal Ilmiah Sosio-Ekonomika Bisnis Vol 28 No 02 (2025): Jurnal Ilmah Sosio-Ekonomika Bisnis
Publisher : Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study originates from the need of the Keripik Desa Celawan MSME to enhance its competitiveness through strengthened brand identity and more structured utilization of digital media. The digital shift offers broader marketing opportunities; however, many micro-enterprises still struggle to adapt due to limited promotional strategies and insufficient use of available technologies. This study aims to formulate an applicable rebranding strategy and to evaluate the effectiveness of digital media in increasing the visibility of local chip products. A qualitative descriptive approach was employed through field observations and in-depth interviews with the business owner and one employee directly involved in production and marketing. Through thematic analysis, three major findings emerged: first, rebranding significantly improves product perception by refining packaging quality and strengthening visual identity; second, the use of digital media particularly social media platforms and Google Maps location successfully expands product accessibility and consumer reach; third, continuous mentoring enhances the digital literacy of MSME actors, enabling them to sustain independent promotional activities. Overall, this study confirms that integrating rebranding efforts with digital marketing strategies not only elevates product visibility but also strengthens the long-term sustainability of community-based micro enterprises

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