This research was conducted at the Royal Ambarrukmo Hotel Yogyakarta using a qualitative descriptive approach supported by data collection methods in the form of interviews, observations, documentation, and guest reviews. Data analysis was carried out using the Miles & Huberman model as well as data triangulation to ensure the validity of the findings. Based on variables X (influence of local culture) and variable Y (guest satisfaction), this study aims to find out the extent to which the application of local culture can affect the level of guest satisfaction. The results of the study show that local culture is applied through various aspects, including the use of traditional ornaments in hotel interior design, services that prioritize Javanese cultural ethics, and the presentation of regional culinary specialties. This effort is not only a marketing strategy, but also creates a different and memorable experience for guests. According to the management, local culture is an identity as well as an added value that can significantly increase guest satisfaction. Guests feel like they're getting a unique experience that is not only functional, but also emotional. This emotional attachment affects guest loyalty to return, thus having a positive impact on the sustainability of the hotel business. In conclusion, local culture plays an important role as a differentiating factor that improves the quality of service and strengthens the image of Hotel Royal Ambarrukmo Yogyakarta in the midst of fierce competition in the hospitality industry. Thus, the application of local culture can be used as a sustainable strategy to create a competitive advantage.
Dawet Ayu in Banjarnegara Regency is one of the traditional culinary micro, small, and medium enterprises (MSMEs) that until now is still able to survive and continue to grow. This typical beverage product not only has cultural value, but also has the potential to be a promising economic source for the local community. However, the reality on the ground shows that Dawet Jabung's business actors are still facing various serious obstacles. Limited understanding of business management, difficulties in calculating production costs in detail, and inability to determine the right selling price of products are the main obstacles. In addition, the low knowledge related to aspects of marketing, promotion, and business communication strategies makes it difficult for this business to expand the market. As a result, some business actors have actually experienced a significant decrease in sales from year to year. To answer these challenges, community service activities are carried out through two approaches, namely Action and Quality Awareness and Rapid Rural Appraisal (RRA). Action and Quality Awareness are carried out through extensive counseling, lectures, and mentoring aimed at increasing the knowledge of business managers. In this activity, business actors are guided to understand the importance of financial recording, cost management, and strategies to improve product quality. Meanwhile, the RRA method is used to identify real needs in the field, as well as prepare training, mentoring, and coaching programs that are relevant to business conditions. The results of the activity showed an increase in the ability of partners to classify production costs into the categories of raw materials, labor, overhead, marketing, and transportation. In addition, business actors are now more skilled in determining selling prices based on the realization of costs incurred, not just estimates. They also began to compile simple bookkeeping related to assets, debts, and capital, so that business management became more professional, transparent, and sustainable
This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.
Credit collectibility is one of the indicators to assess a bank's performance. The debtor's ability to repay credit does not always run smoothly, which can affect credit collectibility. The purpose of this research is to determine the influence of business experience, business income, collateral value, number of dependents, and repayment period on the credit collectibility of people's business. This study uses a quantitative approach with an empirical study on debtors of the People's Business Credit (KUR) Micro at Bank BRI Unit Nita, employing area sampling techniques since the population is spread across a specific geographic area. The number of samples used is 34 KUR Micro debtors from BRI Unit Nita located in Nita Kloang Village. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression with the help of SPSS software. The results show that partially only the business experience variable has a significant influence.
Community Service Program (Kuliah Kerja Nyata/KKN) is a community service program integrated into the higher education curriculum, aiming for students to apply theoretical knowledge into real-world practice and contribute to community development and empowerment. This KKN activity was carried out in Dusun IV, Tuntungan II Village, Deli Serdang Regency, from July 1 to August 1, 2025. The main objective of this program was to address various local issues such as limited use of appropriate technology, low environmental awareness, and a lack of human resource development. The method used was field observation to ensure that the programs implemented were in line with the community's needs and potential. Various activities were carried out, including community clean-up (gotong royong), teaching at elementary schools, health counseling for mothers and the elderly, Qur'an recitation lessons for children, compost making, planting a "living pharmacy" (apotek hidup), and assisting with UMKM product marketing. The results of this program showed a positive impact, such as increased community knowledge of health, environmental cleanliness, and the use of organic fertilizer. Furthermore, UMKM assistance successfully improved business owners' understanding of digital marketing. Overall, this KKN activity successfully created synergy between the university, the village government, and the community, while also providing valuable experience for students in leadership and teamwork.
The K-Pop music industry has experienced tremendous growth and emerged as a global phenomenon, impacting other sectors, including the souvenir industry. The allegiance of devoted K-Pop enthusiasts significantly influences the purchase of memorabilia associated with their heroes. K-Pop memorabilia serves not merely as commodities, but also as emblems of cultural identity for enthusiasts. Consequently, SMEs involved in souvenir production possess significant potential to enhance the competitiveness of their products in both home and international markets. This study seeks to examine the influence of K-Pop fan devotion on the competitiveness of souvenir products and to identify business strategies that SMEs, like Zonnebloem Souvenir, can implement to compete in the worldwide market. Employing qualitative methodologies alongside the Business Model Canvas (BMC) and SWOT analysis to assess the business model of Zonnebloem Souvenir. Data was collected by observation, interviews, and documentation, then analyzed to formulate a business development strategy. The data indicates that Zonnebloem Souvenir has effectively leveraged K-Pop fan loyalty via product innovation and digital marketing, enabling international marketability. Zonnebloem enhances competitiveness by diversifying distribution channels, elevating product quality, and perpetually innovating in response to the burgeoning K-Pop trends in the global market.
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This study investigates the influence of employee engagement, digital training, and reward systems on employee productivity at the Central Statistics Agency of Kediri Regency. The research adopts a quantitative approach with a questionnaire as the primary data collection tool. A total of 33 employees participated as respondents, determined using a saturated sampling technique, which ensures that all members of the population were included. The instrument utilized was a Likert-scale questionnaire, designed to capture perceptions and experiences related to engagement, training, and rewards. The data were analyzed using multiple linear regression to measure both the partial and simultaneous effects of the independent variables on productivity. The results reveal that employee engagement plays a significant role in enhancing productivity, with a significance value of 0.003. Similarly, digital training and reward systems also exert a positive and significant influence, with significance values of 0.037 and 0.0002, respectively. When tested simultaneously, the three independent variables collectively demonstrate a substantial impact on employee productivity, as evidenced by an F-value of 76.069. Furthermore, the Adjusted R Square value of 87.6% indicates that the research model possesses strong explanatory power, meaning that most variations in productivity can be explained by employee engagement, digital training, and reward systems. These findings highlight the strategic importance of integrating engagement initiatives, continuous digital skill development, and fair reward mechanisms to foster higher levels of productivity. For organizations, particularly government institutions, the study underscores the necessity of adopting a holistic human resource development framework that addresses both intrinsic and extrinsic motivational factors to maximize employee performance.
This study aims to analyze the development strategy of vannamei shrimp (Litopenaeus vannamei) cultivation business in the intensive pond system at CV Jaya Tirta Vannamei, Probolinggo, East Java. The research applied a qualitative descriptive approach combined with SWOT analysis to evaluate both internal and external factors affecting the business. Data were obtained through observation, interviews, and documentation, then processed to generate alternative development strategies. The results show that CV Jaya Tirta Vannamei possesses strong internal resources such as experienced human resources, reliable production facilities, and good management capabilities. Externally, the company benefits from the rising demand for vannamei shrimp in domestic and global markets, the availability of modern aquaculture technology, and supportive government policies. Nevertheless, some challenges exist, including fluctuating shrimp prices, vulnerability to disease outbreaks, and relatively high operational costs, which may influence business continuity if not addressed effectively. Based on the SWOT analysis, the most appropriate development strategy is the S-O (Strengths–Opportunities) strategy, with an alternative strategy score of 3.72. The recommended strategies are: (1) increasing shrimp production through the adoption of advanced and sustainable cultivation technology, (2) developing and maintaining a reliable water quality management system to enhance productivity, (3) utilizing skilled human resources to strengthen innovation in cultivation techniques, and (4) ensuring the availability of sufficient and quality feed to support continuous production growth. In conclusion, implementing the S-O strategy provides an effective pathway for CV Jaya Tirta Vannamei to optimize its internal strengths in response to external opportunities. By improving technology application, strengthening resource utilization, and enhancing production management, the company can secure competitive advantage, increase productivity, and ensure long-term sustainability in the rapidly growing aquaculture industry.
Karang Taruna is a youth organization that plays a strategic role in developing the social and economic capacity of rural communities. However, local potential is often underutilized due to limited entrepreneurial knowledge, managerial skills, and access to mentoring. This community service program aimed to assist the Karang Taruna of Kedungturi Village, Taman Subdistrict, Sidoarjo, in fostering an entrepreneurial spirit based on the village’s local resources. The implementation method applied a participatory approach that directly involved youth through several stages: village potential mapping, entrepreneurship training, business mentoring, and facilitation of digital marketing access. The mentoring process provided not only theoretical knowledge but also practical experience in developing business ideas that correspond to local resource characteristics.The results of the program indicated an increased understanding among Karang Taruna members regarding entrepreneurship concepts, business management strategies, and the use of digital technology. Furthermore, the program successfully initiated three new business ventures based on local potential, namely traditional culinary products, waste-based handicrafts, and digital services. The establishment of a youth entrepreneurship team under Karang Taruna further strengthened collective commitment to developing the village’s creative economy. The impacts were not limited to improved skills but also included the growing awareness of the importance of local resource–based economic independence.In conclusion, this program demonstrates that participatory mentoring through Karang Taruna can serve as an effective strategy to strengthen the entrepreneurial spirit of rural youth while promoting local economic independence and sustainability.
Family businesses are a crucial pillar of the economy, contributing significantly to job creation and economic growth. However, the sustainability of family businesses often faces challenges, particularly during the succession process, when the next generation is prepared to take over leadership. The primary issue that arises is how the heir prepares to continue the family business, considering that this process involves not only technical skills but also psychological aspects and social learning. Therefore, this study focuses on the life experiences of a family business heir in developing readiness through social interactions and learning processes within the family environment. This study used a qualitative method with a phenomenological approach. Subjects were selected through purposive sampling, with the criterion of having undergone a business learning process for more than ten years within the family environment. Data collection was conducted through in-depth interviews, allowing researchers to explore the heir's subjective experiences in detail. Data analysis was conducted using the Miles, Huberman, and Saldana model, which includes data reduction, data presentation, and conclusion drawing. The study identified five main themes influencing the heir's readiness. First, the role of the father as the primary mentor in instilling values, work ethic, and business skills. Second, the role of the mother as an emotional supporter and instilling the values of patience and perseverance. Third, the dynamics of the subject's experiences, involving both challenges and successes in the business learning process. Fourth, the process of developing an entrepreneurial mindset, which is formed through early habits. Fifth, the subject's development as a more emotionally, professionally, and socially mature heir. In conclusion, the readiness of a family business heir is formed through a combination of life experiences, social learning within the family, and the role of parents as role models.
This study examines the influence of product quality, service quality, and word of mouth on purchase decisions at DNA Spot Café Surakarta, based on 100 randomly selected respondents. Multiple linear regression analysis shows that service quality and word of mouth have a positive and significant effect, while product quality is not significant. The coefficient of determination of 61.3% indicates that the independent variables explain most of the variation in purchase decisions, contributing to marketing management research in the café industry. The results highlight the crucial role of service quality in shaping customer perceptions and driving decision-making in the café industry. High-quality service fosters positive customer experiences, which, in turn, encourage repeat visits and enhance loyalty. Additionally, the significant influence of word of mouth underscores the importance of social interactions and customer recommendations in the decision-making process, especially in a service-based business like a café, where personal experiences are often shared and valued among peer groups. Conversely, the insignificance of product quality suggests that while product standards are important, they may not be the primary driver of purchase decisions at DNA Spot Café. This indicates that customers may prioritize the overall experience, atmosphere, and peer recommendations over product differentiation when choosing where to dine or spend leisure time. These findings contribute to the body of marketing management research, particularly in the context of the café industry, by emphasizing the strategic importance of service excellence and customer engagement strategies to enhance brand reputation and influence consumer behavior. Future research could explore additional factors such as pricing, promotional strategies, and customer loyalty programs to provide a more comprehensive understanding of purchase decision dynamics.
This study aims to analyze the influence of brand image, product variety, and bundling price on purchasing decisions among X consumers. The method used is a quantitative approach with a causal research design, so as to be able to explain the cause-and-effect relationship between variables. The research data was obtained by distributing questionnaires to 96 respondents who are active consumers of X. To ensure data quality, a series of tests were conducted including validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity. The main analysis used multiple linear regression supported by t-tests, F-tests, and coefficient of determination (R²) processed using SPSS software version 26. The results showed that brand image had a significant effect on purchasing decisions, indicating that consumers' positive perceptions of X's reputation were able to encourage higher purchasing interest. Bundling price also proved to have a significant effect, because the strategy of combining package prices was considered to provide economic benefits and added value for consumers. In contrast, product variety did not have a significant effect, indicating that consumers place more emphasis on brand image and pricing strategies than simply menu diversity. However, when tested simultaneously, all three variables were still shown to have a significant influence on purchasing decisions. The coefficient of determination value of 0.594 indicates that the combination of the three variables can explain 59.4% of the variation in purchasing decisions, while the remaining 40.6% is influenced by other external factors such as service quality, consumer trends, promotions, and customer experience. These findings reinforce the understanding that a strong brand image-based marketing strategy and the implementation of appropriate bundling prices can be key to increasing consumer appeal. For local coffee businesses like X, this study provides practical implications to focus more efforts on strengthening brand image, creating a consistent consumer experience, and optimizing pricing strategies.
Competition in the local culinary business is getting fiercer as consumers become more selective in choosing products based on quality, experience, and social media influence. Nasi Uduk Pemuda in Doko Village, Kediri Regency, is one of the culinary businesses that strives to survive by leveraging brand trust, distinctive flavors, and promotions through social media influencers. This study aims to analyze the extent to which brand trust, flavor, and social media influencers influence consumer purchasing decisions. The research method used is quantitative with a survey approach to consumers who have purchased the product. The number of samples was determined using the Slovin formula to ensure representativeness. Data collection was carried out through questionnaires, then analyzed using SPSS 29 software. The analysis included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous f-tests, and calculation of the coefficient of determination (R²). The results show that partially, brand trust has a positive and significant influence on purchasing decisions, as does the taste variable, which has been shown to play an important role in driving consumer loyalty and repurchase intention. Meanwhile, promotion through social media influencers showed a positive but insignificant influence, indicating that the presence of influencers does not fully determine consumer decisions in the context of traditional culinary products. The f-test showed that all three variables simultaneously had a significant influence on purchasing decisions. The coefficient of determination (R²) value of 0.669 indicates that 66.9% of the variation in purchasing decisions can be explained by brand trust, taste, and social media influencers, while the remainder is influenced by other factors outside the study. This finding emphasizes the importance of maintaining consistent product quality, building brand trust, and continuing to utilize social media strategically as an effort to increase the competitiveness of local culinary businesses.
The Independent Entrepreneurship Program is one of the strategic efforts of the Ministry of Education, Culture, Research, and Technology in fostering the entrepreneurial spirit of students through direct experiential learning. This program is present as a forum for students to not only understand entrepreneurship theory, but also to practice in real life the process of building and managing a business. In its implementation, the program involves active collaboration between universities, industry mentors, and field supervisors who play a role in providing direction, guidance, and evaluation of student business development. Through Independent Entrepreneurship, students are given the opportunity to design creative business ideas, run a business on a real scale, and solve various entrepreneurial challenges they face. This activity not only trains managerial, communication, and innovation skills, but also improves critical thinking and problem-solving skills. In addition, students gain valuable experience in terms of teamwork, financial management, marketing strategies, building business networks, and the use of digital technology to support business sustainability. The results of the program implementation show positive impacts, including increased confidence, independence, and students' understanding of the real business world. Furthermore, this program encourages the creation of an entrepreneurial ecosystem in a sustainable campus environment and is able to be the forerunner of the birth of a young generation of Indonesian entrepreneurs who are resilient, innovative, creative, adaptive to changing times, and have high competitiveness. Thus, Independent Entrepreneurship not only plays a role as a skill development program, but also becomes one of the important foundations in preparing students to face the world of work and becoming independent business actors who are professional, visionary, sustainability-oriented, and make a real contribution to the nation's economic development.
The purpose of this study is to determine the extent to which the relationship between quality and promotion influences customer decisions in selecting Micro People's Business Credit (KUR) products at PT Bank Sumsel Babel KC Palembang. This study applies a quantitative approach, where the entire population consists of 765 customers, with 88 people being sampled through a purposive sampling technique. The data sources used in this study include primary and secondary data, obtained through direct interviews with related parties and the distribution of questionnaires to respondents who have met the research criteria. To analyze the data, a series of instrument feasibility tests, classical assumption tests, and data processing using multiple linear regression analysis were conducted. This analysis includes a t-test (partial), F-test (simultaneous), and the coefficient of determination (R²) to measure the strength of the influence of the independent variables on the dependent variable. Based on the results of the analysis, it was found that both service quality and promotion have a positive and significant influence on consumer decisions, both partially and simultaneously. This indicates that the better the service quality and the more effective the promotion, the higher the tendency of consumers to decide to choose KUR Micro products. The coefficient of determination (R²) of 0.894 indicates that 89.4% of customer decisions can be explained by service quality and promotions, while the remaining 10.6% is influenced by other factors not examined in this study, such as economic conditions, personal experience, recommendations from third parties, and psychological factors. These results provide an important influence for bank management in developing more targeted service and promotion strategies. The results of this study can also serve as a basis for strategic policy-making in developing banking products based on customer needs.
In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.
Personal financial management is an essential skill that needs to be instilled from adolescence to foster healthy and responsible financial behavior. Teenagers are often faced with situations where they must make decisions regarding money, but a lack of understanding and education about finances often leads to consumptive behavior, wastefulness, and a lack of ability to save. However, poor financial habits developed early on can carry over into adulthood and impact a person's future financial situation. Through a Community Service activity conducted by lecturers from the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya (FEB UWKS) at SMA Negeri 2 Mojokerto, students were provided with education on accounting-based personal financial management. The material presented covered basic accounting principles, the importance of recording income and expenses, and how to prepare a personal financial budget. The activity methods included counseling, financial recording simulations, budget preparation, and interactive discussions, designed to encourage active participation and practical understanding. The results of the activity showed that students experienced a significant increase in understanding of the importance of financial literacy. They were also able to prepare a simple budget based on needs and priorities using a basic accounting approach. Thus, this activity is expected to make a real contribution to shaping the character, responsibility, and financial independence of the younger generation. Furthermore, similar activities can be extended to other schools to raise financial literacy awareness among students more broadly and sustainably. Furthermore, the involvement of teachers and school administrators in supporting this financial literacy program is also a crucial factor in maintaining students' desire to understand. With synergy between academics, schools, and students, financial education can become an integral part of the learning process, focusing not only on theory but also on practical application in everyday life.
This study aims to analyze the influence of auditor experience and professionalism on the ability to detect audit conditions in Public Accounting Firms (KAP) in South Jakarta. The background of this study is based on the important role of auditors in ensuring the integrity of financial statements and preventing financial practices that can harm various parties, including investors, shareholders, and regulators. In an increasingly complex business world, layout practices are increasingly difficult to detect without adequate professional skills. Therefore, factors such as auditor experience and professionalism are crucial in supporting audit quality. This study used a survey method with a questionnaire instrument distributed to auditors working at several KAPs in the study area. The collected data were analyzed using Statistical Package for the Social Sciences (SPSS) software to test the proposed hypotheses. The results showed that auditor experience significantly influenced the ability to detect audit conditions, indicating that the greater the auditor's work experience, the sharper their ability to identify indications of conditions. In addition, auditor professionalism was also proven to have a positive effect on the detection of audit conditions. Aspects such as responsibility, objectivity, competence, and commitment to professional ethics are important foundations for an effective and independent audit process. These findings indicate that integrity, responsibility, and adherence to professional standards are important factors supporting audit effectiveness. This research is expected to serve as a reference for public accounting firms (KAPs) in improving audit quality through competency development, ongoing training, and upholding auditor professional ethics in the workplace. This study also recommends the need for ongoing training to increase auditor sensitivity to increasingly complex conditions.
The implementation of a recommendation feature in the courier service selection system on e-commerce platforms is a technological innovation aimed at improving logistics efficiency while providing a more optimal user experience. Through this feature, consumers can find alternative delivery services based on certain indicators, such as cost, estimated time, and service quality. However, in practice, the implementation of recommendation features has the potential to raise legal issues when platforms prioritize internal couriers or certain partners without transparency and clear objective indicators. This situation can lead to discriminatory treatment, limit market access for other businesses, and reduce consumer freedom in choosing services. This study aims to analyze the implementation of recommendation features by e-commerce platforms from a competition law perspective, specifically based on Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition. The method used is normative juridical research with a descriptive-analytical approach, through the review of secondary data in the form of laws and regulations, literature, and the practice of implementing recommendation systems in the digital industry. The research results indicate that recommendation features that unilaterally prioritize internal couriers without objective basis and without information transparency have the potential to violate Article 19 letter d of Law Number 5 of 1999. This practice can hinder competition, close opportunities for other courier service providers, and create distortions in the digital logistics ecosystem. Therefore, this study recommends that recommendation features in e-commerce be designed in a neutral, transparent manner, and based on objective indicators, such as rates, estimated delivery times, and service performance. This will maintain healthy business competition and protect consumers' rights to obtain the best service options.