Abstract:Revolusi digital telah mengubah perilaku konsumen hingga ke pelosok pedesaan, membawa implikasi mendalam bagi Usaha Mikro, Kecil, dan Menengah (UMKM) tradisional. Penelitian ini bertujuan mengkaji pengaruh inovasi produk…
dan pemasaran digital melalui WhatsApp terhadap keputusan pembelian pada Pabrik Tahu di Desa Sumber Ketempa, Kecamatan Kalisat. Pendekatan kuantitatif dengan desain asosiatif digunakan, melibatkan 96 responden yang dipilih secara purposive dari populasi 150 konsumen aktif. Data dikumpulkan melalui kuesioner berskala Likert 1-5 dan dianalisis menggunakan regresi linier berganda dengan SPSS 26. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian (t-hitung 5,542 > t-tabel 1,986; signifikansi 0,000), pemasaran digital melalui WhatsApp juga berpengaruh positif dan signifikan (t-hitung 3,381 > t-tabel 1,986; signifikansi 0,001), dan secara simultan kedua variabel menjelaskan 76,7% variasi keputusan pembelian (R²=0,767; F-hitung 151,386 > F-tabel 3,09). Temuan ini menegaskan bahwa inovasi produk dan pemanfaatan WhatsApp sebagai kanal pemasaran digital merupakan strategi komplementer yang efektif bagi UMKM pangan tradisional di pedesaan Indonesia. Penelitian ini merekomendasikan optimalisasi fitur WhatsApp (daftar siaran, katalog produk, dan grup pelanggan) serta pengembangan produk secara berkelanjutan untuk meningkatkan daya saing.
The digital revolution has fundamentally transformed consumer behavior even in remote rural areas, carrying profound implications for Micro, Small, and Medium Enterprises (MSMEs), particularly traditional food producers. This study aims to examine the influence of product innovation and digital marketing through WhatsApp on purchasing decisions at the Tofu Factory in Sumber Ketempa Village, Kalisat District. A quantitative approach with an associative design was employed, involving 96 respondents purposively selected from a population of 150 active consumers. Data were collected through Likert-scale questionnaires (1-5) and analyzed using multiple linear regression with SPSS 26. The results show that product innovation has a positive and significant effect on purchasing decisions (t-count 5.542 > t-table 1.986; significance 0.000), digital marketing through WhatsApp also has a positive and significant effect (t-count 3.381 > t-table 1.986; significance 0.001), and simultaneously both variables explain 76.7% of the variation in purchasing decisions (R²=0.767; F-count 151.386 > F-table 3.09). These findings confirm that product innovation and the utilization of WhatsApp as a digital marketing channel are complementary strategies effective for traditional food MSMEs in rural Indonesia. This research recommends optimizing WhatsApp features (broadcast lists, product catalogs, and customer groups) and continuous product development to enhance competitiveness.
Abstract:In an era of increasingly intense industrial competition, companies are required to enhance their competitiveness through effective human resource development, particularly through needs-based training programs. Training…
Need Analysis (TNA) is a crucial stage in ensuring that training programs align with employees’ competency requirements, thereby improving innovation and performance. This study aims to analyze the influence of Training Need Analysis and training effectiveness, as well as their impact on innovation and employee performance at one an industrial maintenance and workshop services company located in Cilegon. This research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Training Need Analysis and training effectiveness have a positive and significant effect on innovation and employee performance. These findings confirm that the proper implementation of TNA can improve training quality, foster innovation, and enhance employee performance as well as the company’s competitiveness, Partial mediation Innovations in the effect of training need analysis on employee performance, and on the effectiveness of employee performance experience the same partial mediation, with different values
Abstract:Amidst the growing number of tourism villages and intensifying competition among destinations, tourism village managers face the challenge of devising digital marketing strategies that are not merely informative but also…
capable of sustainably building meaning, experiences, and destination competitiveness. This study aims to examine the social media-based digital marketing strategies implemented by a specific attraction within Pujon Kidul Tourism Village identifying supporting and inhibiting factors and to analyze the role of digital narratives in shaping the destination's image and competitiveness. A qualitative approach was employed, with data collected through in-depth interviews with tourism village managers (BUMDes), the Tourism Awareness Group (Pokdarwis), tourism-related MSMEs, village officials, and tourists. Data analysis was conducted thematically, utilizing source triangulation to ensure the validity of the findings. The study reveals that social media management remains reactive and unplanned, characterized by the absence of content calendars, creative direction, and performance evaluation mechanisms. Furthermore, there is a misalignment between the digital narratives used and the core identity of Cafe Sawah Pujon Kidul as a culinary destination rooted in the rural experience. Nevertheless, there are opportunities to be leveraged, such as hosting TikTok live streams which have proven effective for content collaboration with local SMEs and communities as well as the management's openness to learning and guidance.
Abstract:This study systematically reviews the development of Total Quality Management (TQM) practices in relation to Green Quality Intelligence Capabilities (GQIC), Circular Process Innovation (CPI), and Sustainable Operational…
Performance (SOP). Responding to the need for a clearer review method and a more focused novelty, this article applies the PRISMA 2020-based Systematic Literature Review approach. Articles were identified from the Scopus database using keyword combinations related to TQM, quality management practices, green capability, green innovation, circular economy, circular process innovation, Industry 4.0, Quality 4.0, and sustainability performance. After identification, screening, eligibility assessment, and quality appraisal, 27 articles published between 2016 and 2026 were included in the final synthesis. The findings show that TQM literature has shifted from traditional quality control and customer satisfaction toward digital, green, and sustainability-oriented quality management. Soft TQM dimensions, such as leadership, employee involvement, training, and quality culture, and hard TQM dimensions, such as process management, quality tools, continuous improvement, and data-based decision making, remain dominant. However, prior studies still frequently use general mediators, including knowledge management, organizational culture, innovation capability, and competitive advantage. This review proposes CPI as a more specific mediation mechanism that translates TQM and GQIC into sustainable operational outcomes through waste reduction, resource efficiency, material reuse, energy efficiency, and circular process redesign. The study contributes by offering an integrated conceptual model and propositions for future empirical research on quality management, green intelligence, circular innovation, and sustainable operations.
Abstract:Usaha Mikro Kecil Menengah (UMKM) keripik gadung di Desa Arjasa menghadapi tantangan serius dalam memanfaatkan teknologi digital untuk pemasaran produk. Penelitian ini bertujuan untuk mendeskripsikan secara mendalam strategi…
tegi pemasaran digital melalui WhatsApp Business yang diterapkan oleh pelaku UMKM keripik gadung serta mengidentifikasi secara komprehensif faktor-faktor pendukung dan penghambat penerapannya. Pendekatan kualitatif dengan jenis studi kasus instrumental digunakan dalam penelitian ini. Pengumpulan data dilakukan melalui wawancara mendalam terhadap 12 informan, observasi partisipatif, dan dokumentasi terhadap lima UMKM keripik gadung di Desa Arjasa selama periode Maret hingga Mei 2026. Analisis data menggunakan model interaktif Miles, Huberman, dan Saldana yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang diterapkan masih bersifat dasar dan belum terstruktur secara sistematis, dengan pemanfaatan fitur WhatsApp Business yang belum optimal. Hanya dua dari lima UMKM yang menggunakan WhatsApp Business, itupun dengan pemanfaatan fitur yang terbatas pada katalog produk. Faktor pendukung utama adalah kemudahan penggunaan aplikasi, biaya yang terjangkau, dan dukungan keluarga serta komunitas. Adapun faktor penghambat meliputi keterbatasan literasi digital, kekhawatiran akan penipuan, kendala infrastruktur internet, dan rendahnya tingkat pendidikan formal. Penelitian ini menyimpulkan bahwa diperlukan pendampingan dan pelatihan berkelanjutan yang disesuaikan dengan kapasitas dan karakteristik pelaku UMKM untuk mengoptimalkan penggunaan WhatsApp Business dalam meningkatkan daya saing UMKM keripik gadung.
Gadung chips Micro, Small, and Medium Enterprises (MSMEs) in Arjasa Village face serious challenges in utilizing digital technology for product marketing. This study aims to describe in depth the digital marketing strategies through WhatsApp Business implemented by gadung chips MSMEs and to comprehensively identify the supporting and inhibiting factors of its implementation. A qualitative approach with an instrumental case study type was used in this research. Data collection was conducted through in-depth interviews with 12 informants, participant observation, and documentation of five gadung chips MSMEs in Arjasa Village during the period March to May 2026. Data analysis used the interactive model of Miles, Huberman, and Saldana which includes data reduction, data presentation, and conclusion drawing. The results showed that the digital marketing strategies implemented were still basic and not systematically structured, with the utilization of WhatsApp Business features not yet optimal. Only two out of five MSMEs used WhatsApp Business, even then with limited utilization of features to product catalogs. The main supporting factors are the ease of use of the application, affordable costs, and support from family and community. Meanwhile, inhibiting factors include limited digital literacy, concerns about fraud, internet infrastructure constraints, and low levels of formal education. This study concludes that continuous assistance and training tailored to the capacity and characteristics of MSME actors are needed to optimize the use of WhatsApp Business in increasing the competitiveness of gadung chips MSMEs.
Abstract:Digitalization has become a key strategy for enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) amidst advances in information technology and changes in consumer behavior. The use of various digital…
gital platforms, such as social media, marketplaces, digital payment applications, and technology-based financial recording systems, is expected to improve operational efficiency and expand marketing reach. However, the level of digital technology utilization by 3 Kg LPG distribution outlets remains varied, necessitating a more in-depth study of the impact of digitalization on business performance. This study aims to analyze the impact of digitalization on MSME performance based on interviews with owners and managers of 3 Kg LPG distribution outlets under PT Pinang Baris Langit Biru. The study employed a qualitative approach with descriptive methods. Data were collected through in-depth interviews, observations, and documentation of 3 Kg LPG distribution outlets that have implemented digitalization in their business activities. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The research results indicate that the implementation of digitalization has a positive impact on MSME performance, particularly at 3 Kg LPG distribution outlets, including increasing sales, expanding market share, accelerating transaction processes, improving promotional effectiveness, and simplifying business administration and financial management. However, several obstacles remain, such as low digital literacy, limited human resources, and limited access to technology. Therefore, support in the form of training, mentoring, and government policies is needed to improve digital capabilities at 3 Kg LPG distribution outlets so that digital transformation can proceed optimally.
Abstract:This study aims to analyze and formulate appropriate marketing strategies for PT Serena Indopangan using a SWOT (Strengths, Weakness, Opportunities, and Threats) analysis approach. The research employs a descriptive qualitative…
itative method, with data collected through observations, interviews, and documentation. The results indicate that the company’s strengths lie in its product quality and extensive distribution network, while its weaknesses include limited digital marketing activities and lack of product innovation. On the external side, growing market demand and changes in consumer lifestyles present significant opportunities, whereas intense competition and fluctuating raw material prices pose major threats. Based on the SWOT analysis, the most suitable strategy for PT Serena Indopangan is the SO (Strengths-Opportunities) strategy, which focus on leveraging internal strengths to capitalize on external opportunities. The study recommends enhancing digital marketing efforts and strengthening brand positioning to improve the company’s competitiveness.
Abstract:This study aims to analyze the influence of Regional Economic Innovation and Green Economy on Regional Economic Resilience with Digital Governance as a moderation variable in 33 districts/cities in North Sumatra Province…
for the 2020–2025 period. The study uses an explanatory quantitative approach with secondary data in the form of panel data which is analyzed using panel data regression through Common Effect Model, Fixed Effect Model, and Random Effect Model. The selection of the best model was carried out using the Chow Test, Hausman Test, and Lagrange Multiplier Test, while hypothesis testing was carried out through t-test, F test, determination coefficient, and Moderated Regression Analysis (MRA). The results of the study show that the Fixed Effect Model is the best model. Regional Economic Innovation, Green Economy, and Digital Governance have a positive and significant effect on Regional Economic Resilience. In addition, Digital Governance has been proven to strengthen the influence of Regional Economic Innovation and Green Economy on Regional Economic Resilience. The Adjusted R² value of 81.8% indicates that the model has an excellent ability to explain variations in regional economic resilience. These findings affirm the importance of strengthening regional innovation, implementing a green economy, and accelerating the transformation of digital government as a sustainable, adaptive, inclusive, and competitive regional economic development strategy in North Sumatra Province.
Abstract:Digital transformation has become a strategic priority for organizations seeking to enhance competitiveness and achieve sustainable performance in dynamic business environments. This study examines the effect of digital…
leadership on sustainable performance through the mediating role of employee agility within the context of human capital development. A quantitative explanatory approach was employed using survey data collected from employees involved in digital transformation initiatives. Data were gathered through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the direct and indirect relationships among the proposed constructs. The findings indicate that digital leadership significantly enhances employee agility by fostering adaptability, continuous learning, and responsiveness to technological change. Employee agility was found to have a strong positive effect on sustainable performance, suggesting that agile employees contribute substantially to organizational resilience, innovation capability, and long-term effectiveness. Furthermore, employee agility partially mediates the relationship between digital leadership and sustainable performance, demonstrating that the influence of leadership on sustainability outcomes operates largely through workforce adaptability. These results highlight the critical role of human capital development in digital transformation and provide empirical evidence that sustainable organizational performance can be achieved when digital leadership is effectively translated into agile employee behavior. The study contributes to the growing literature on digital transformation and human resource management by offering an integrated framework that links leadership, employee capabilities, and sustainability-oriented organizational outcomes.
Abstract:constrained by limited buyer options, price-information gaps, high distribution costs, inadequate storage facilities, and fragmented product flows. This study examines the effects of market access and logistics efficiency…
y on the competitiveness of salt farmers. A quantitative explanatory survey was conducted with 100 active salt farmers. The three constructs were measured using a five-point Likert-scale questionnaire and analyzed through multiple linear regression. Market access had a positive and statistically significant effect on competitiveness (p < 0.05), indicating that broader buyer networks, timely price information, alternative marketing channels, and stronger negotiating opportunities improve farmers’ ability to reach markets and sustain sales. Logistics efficiency also had a positive and significant effect (p < 0.05); reliable transportation, lower distribution costs, appropriate storage, proper handling, and shorter delivery times help preserve quality and reduce avoidable losses. The simultaneous test confirmed that both variables jointly affected competitiveness (p < 0.05). These findings indicate that increasing production alone is insufficient when farmers cannot reach profitable markets through efficient product flows. Collective marketing, transparent market information, shared storage, coordinated transportation, and direct relationships with processing industries are therefore essential for strengthening farmers’ bargaining power and market performance