Jurnal Muara Ilmu Ekonomi dan Bisnis最新文献

{"title":"PENGARUH KEPEMIMPINAN TRANSFORMASIONAL DAN EFIKASI DIRI TERHADAP KEINOVATIFAN GURU DI PROVINSI BANTEN","authors":"Eko Pramono Eko, Didik Notosudjono, M. Tukiran","doi":"10.24912/jmieb.v6i2.22098","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.22098","url":null,"abstract":"Guru merupakan garda terdepan untuk meningkatkan mutu pendidikan dan menciptakan sumber daya manusia yang kompetitif dan berkarakter. Di era 4.0 seorang guru harus mampu meningkatkan keinovatifan sehingga dapat menuangkan ide-ide inovatif. Tujuan penelitian ini untuk mendapatkan informasi tentang upaya dan strategi dalam meningkatkan keinovatifan guru dengan melihat pengaruh antara kepemimpinan transformasional dan efikasi diri terhadap keinovatifan guru. Penelitian ini dilakukan pada guru agama Buddha di Provinsi Banten dengan jumlah populasi sebanyak 112 guru. Penentuan sampel dilakukan dengan teknik proporsional random sampling dan rumus Taro Yamane diperoleh sampel penelitian 87 guru. Penelitian ini menggunakan metode survei dengan pendekatan Analisis Jalur menggunakan PLS-SEM. Metode pengumpulan data dilakukan dengan menyebarkan angket. Hasil penelitian menerangkan bahwa: 1) terdapat pengaruh positif langsung dan signifikan antara kepemimpinan transformasional terhadap keinovatifan guru; 2) terdapat pengaruh positif langsung dan signifikan efikasi diri terhadap keinovatifan guru. Penelitian ini menyumbangkan wawasan dalam meningkatkan keinovatifan guru melalui penguatan variabel-variabel yang menunjukkan pengaruh, seperti; kepemimpinan transformasional dan efikasi diri. Hasil penelitian ini diharapkan dapat menemukan upaya dan strategi dalam meningkatkan keinovatifan guru di Provinsi Banten.\u0000 \u0000Teachers are at the forefront in supporting the quality of education and forming students who are competitive and have character. In the 4.0 era, a teacher must be able to increase innovativeness so that he can express innovative ideas. The purpose of this study was to obtain information about efforts and strategies to increase teacher innovation by looking at the influence of transformational leadership and self-efficacy on teacher innovation. This research was conducted on Buddhist teachers in Banten Province with a total population of 112 teachers. Sampling was determined using a simple random technique and followed by the Taro Yamane formula resulting in a sample of 87 Buddhist teachers. The research method uses Path Analysis through the PLS-SEM approach. The method of data collection is done by distributing questionnaires. The results of the study explain that there is a direct and significant positive influence of transformational leadership variables on teacher innovativeness; Furthermore, there is a direct and significant positive influence of self-efficacy variables on teacher innovation. This research contributes insights in increasing teacher innovation through strengthening variables that show influence, such as; transformational leadership variables and self-efficacy variables. The results of this study are expected to find efforts and strategies to increase the innovativeness of teachers in Banten Province.","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127691335","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ANALISA VALUASI PERUSAHAAN PERDAGANGAN ELEKTRONIK (E-COMMERCE) PT BUKALAPAK.COM TBK.","authors":"A. Irawan, Herlin Tundjung Setijaningsih","doi":"10.24912/jmieb.v6i2.18426","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.18426","url":null,"abstract":"Pandemi Covid-19 yang melanda dunia sejak tahun 2020 juga berdampak terhadap Indonesia, yang mengalami pertumbuhan ekonomi negatif (kontraksi) pada tahun tersebut.  Namun demikian, ekonomi internet masih bertumbuh 18% pada tahun 2020, dan bertumbuh lagi sebesar 49% pada tahun 2021.  Bukalapak bahkan mencatat sejarah pada tahun 2021 sebagai perusahaan startup teknologi (e-commerce) unicorn pertama yang melakukan IPO di Bursa Efek Indonesia, meraih dana terbesar melalui IPO, dan menarik investor dalam jumlah terbanyak.  Namun demikian kesuksesan Bukalapak pada saat IPO, tidak diikuti dengan kinerja harga saham setelah IPO, yang terus mengalami penurunan.  Untuk itu, penelitian ini bertujuan untuk melakukan penilaian atas valuasi dari saham Bukalapak pada saat IPO.  Metode yang dilakukan adalah dengan metode penilaian relatif atau pasar dengan membandingkan rasio EV/TPV dengan indikator yang setara yaitu Adj. EV/Adj. GMV terhadap beberapa perusahaan pembanding yang sejenis.  Perusahaan pembanding tersebut dipilih dari beberapa perusahaan sejenis di luar negeri, mengingat di Indonesia belum ada perusahaan sejenis yang melakukan IPO di Bursa Efek Indonesia.   Hasilnya adalah valuasi dari saham Bukalapak saat IPO secara relatif lebih murah dibandingkan rata-rata valuasi perusahaan pembanding. \u0000 \u0000The Covid-19 pandemic that has hit the world since 2020 also has an impact on Indonesia, which experienced negative economic growth (contraction) in that year.  However, the internet economy was still growing by 18% in 2020, and again by 49% in 2021.  Bukalapak even made history in 2021 as the first unicorn technology (e-commerce) startup company to conduct an IPO on the Indonesia Stock Exchange, winning largest funds through IPOs, and attracted the largest number of investors.  However, Bukalapak's success at the time of the IPO was not followed by the performance of the stock price after the IPO, which continued to decline.  For this reason, this study aims to evaluate the valuation of Bukalapak's shares at the time of the IPO.  The method used is the relative or market valuation method by comparing the EV/TPV ratio with an equivalent indicator, namely Adj. EV/Adj. GMV against several similar comparable companies. The comparable companies were chosen from several similar companies abroad, considering that in Indonesia there has been no similar company that has conducted an IPO on the Indonesia Stock Exchange. The result is that the valuation of Bukalapak's shares at the IPO is relatively cheaper than the average valuation of the comparable companies.","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126264519","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"FAKTOR-FAKTOR PEMBENTUK PURCHASE INTENTION PRODUK OTOMOTIF \"X\"","authors":"Christofen Michael Darren, Hetty Karunia Tunjungsari","doi":"10.24912/jmieb.v6i2.18656","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.18656","url":null,"abstract":"Produk otomotif merupakan salah satu produk yang mengalami dampak pada masa pandemi COVID-19. Penurunan produktivitas penjualan produk otomotif di Indonesia bahkan telah mendorong pemerintah untuk menetapkan kebijakan khusus terkait pajak pembelian kendaraan bermotor baru di Indonesia. Terlepas dari situasi pandemi, pada dasarnya pemasar produk otomotif tetap perlu mengetahui faktor-faktor yang mendorong pembelian produknya. Tujuan penelitian ini adalah untuk menguji faktor-faktor yang diduga membentuk purchase intention produk otomotif, meliputi brand experience, brand image, brand trust dan brand attachment. Sampel penelitian ini terdiri dari konsumen otomotif merek X yang berada di wilayah Jakarta. Terdapat sebanyak 200 responden yang berpartisipasi dalam survey online yang disebarkan melalui google form. Data yang diperoleh kemudian diolah dengan menggunakan software SMARTPLS3. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan secara statistik dari brand experience, brand image, brand trust, dan brand attachment pada purchase intention produk otomotif X. Implikasi hasil penelitian secara teoretis dapat memperluas pengetahuan terkait intensi pembelian produk otomotif. Secara praktis, hasil penelitian dapat menjadi masukan bagi produsen produk otomotif dalam menyusun strategi untuk dapat meningkatkan intensi pembelian konsumen.\u0000 \u0000Automotive products are one of the products that have experienced an impact during the COVID-19 pandemic. The decline in sales productivity of automotive products in Indonesia has even prompted the government to establish a special policy regarding the tax on the purchase of new motor vehicles in Indonesia. Apart from the pandemic situation, basically, automotive product marketers still need to know the factors that encourage the purchase of their products. The purpose of this study is to examine the factors that are thought to shape the purchase intention of automotive products, including brand experience, brand image, brand trust and brand attachment. The sample of this study consisted of automotive consumers with the X brand in the Jakarta area. There were as many as 200 respondents who participated in an online survey distributed via google form. The data obtained was then processed using SMARTPLS3 software. The results showed that there was a statistically significant effect of brand experience, brand image, brand trust and brand attachment on purchase intentions of X automotive products. The theoretical implications of the research results can expand knowledge related to factors affecting purchase intentions of automotive products. Practically, the research results can give suggestions for automotive product manufacturers in formulating strategies to escalate consumers' purchase intentions.","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114488202","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"EKUITAS MEREK HOTEL BERBINTANG DI JAKARTA: PERAN KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK","authors":"Vincy Litto, Frangky Selamat","doi":"10.24912/jmieb.v6i2.20285","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.20285","url":null,"abstract":"Penelitian ini mengkaji peran asosiasi merek, kesadaran merek, loyalitas merek dan persepsi kualitas untuk membangun ekuitas merek pada industri perhotelan di Jakarta. Sebagaimana diketahui, ekuitas merek merupakan keunggulan kompetitif dan aset strategis bagi perusahaan dalam jangka panjang. Oleh karenanya pemasar memberikan perhatian pada isu terkait ekuitas merek. Populasi yang diteliti adalah pelanggan hotel di Jakarta. Metode pemilihan sampel yang digunakan adalah nonprobabilitas berupa convenience sampling. Ukuran sampel sebesar 100 responden di Jakarta yang merupakan pelanggan hotel minimal berbintang tiga yang memiliki frekuensi menginap minimal sekali dalam setahun. Data dianalisis dengan Partial Least Square Structural Equation Modelling (PLS SEM) dengan bantuan program statistik SmartPLS. Hasil analisis memperlihatkan bahwa asosiasi merek, persepsi kualitas dan loyalitas pelanggan memiliki peran secara positif dan signifikan terhadap ekuitas merek, sementara kesadaran merek berperan positif namun tidak signifikan. Hasil penelitian ini diharapkan dapat memberikan manfaat bagi pemasar hotel berbintang tiga, empat dan lima untuk membangun ekuitas merek berbasis pada asosiasi, kesadaran dan loyalitas pelanggan terhadap merek.\u0000 \u0000This study aims to analyze the role of brand association, brand awareness, brand loyalty and perceived quality to build brand equity in the hotel industry in Jakarta. As is known, brand equity is a competitive advantage and strategic asset for a company in the long run. Therefore, marketers pay attention to issues related to brand equity. The population is hotel customers in Jakarta. The sample selection method used is non-probability with convenience sampling technique. The sample size is 100 respondents in Jakarta who are customers of at least three-star hotels who have a frequency of staying at least once a year. The data analysis technique used was Partial Least Square Structural Equation Modeling (PLS SEM) by using SmartPLS statistical program. This study showed that perceived quality, brand associations and customer loyalty have a positive and significant role on brand equity, while brand awareness has a positive but not significant role. This study is expected to assist marketers of three, four and five star hotels to build brand equity based on association, awareness and customer loyalty.","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125134643","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"CREATIVE MANAGEMENT STRATEGY IN CREATIVEPRENEURSHIP","authors":"E. S. Marizar, Indra Widjaja, M. Mutiara","doi":"10.24912/jmieb.v6i2.18682","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.18682","url":null,"abstract":"Manajemen kreatif merupakan sinergi antara manajemen dan kreativitas yang bertujuan untuk meningkatkan daya saing bisnis. Istilah manajemen kreatif belum banyak dikenal, bahkan jarang dipelajari dalam ilmu manajemen, walaupun secara praktis telah digunakan dalam praktika entrepreneurship. Manajemen dan kreativitas memiliki tujuan dan luaran yang berbeda, sehingga dianggap saling bertentangan. Fenomena dalam entrepreneurship, kedua disiplin ilmu tersebut cenderung dapat bersinergi dalam praktika. Penelitian ini bertujuan untuk menemukan formula strategi manajemen kreatif sebagai model pendekatan baru yang dapat diaplikasikan dalam creativepreneurship. Analisis manajemen kreatif ini menggunakan pendekatan kajian kualitatif dan multidisiplin yang sudah diujicobakan dalam berbagai kajian manajemen, desain, entrepreneurship, model pembelajaran, dan riset aplikatif. Esensinya, di dalam praktika entrepreneurship manajemen tanpa kreativitas akan menghasilkan kinerja yang kaku, ide yang hanya dibatasi logika, dan formalistik. Kreativitas dapat memerdekakan di dalam mengambil keputusan, penyusunan strategi dengan gagasan baru yang tidak dibatasi logika. Kreativitas cenderung menggunakan imajinasi di dalam mencari solusi, sehingga mampu menghasilan solusi yang berbeda dan baru. Kreativitas lebih lentur dalam pengambilan keputusan. Penelitian ini menawarkan satu formula baru berupa model strategi manajemen kreatif yang dapat diaplikasikan dalam praktika creativepreneurship.\u0000 \u0000Creative management is a synergy between management and creativity which aims to increase business competitiveness. The term creative management is not widely known, even rarely studied in management science, although practically it has been used in entrepreneurship practice. Management and creativity have different goals and outcomes, so they are considered contradictory. Phenomena in entrepreneurship, the two disciplines tend to be able to synergize in practice. This study aims to find a creative management strategy formula as a new approach model that can be applied in creativepreneurship. This creative management analysis uses a qualitative and multidisciplinary study approach that has been tested in various management studies, design, entrepreneurship, learning models, and applied research. In essence, in the practice of entrepreneurship management without creativity will produce rigid performance, ideas that are only limited by logic, and are formalistic. Creativity can be liberating in making decisions, formulating strategies with new ideas that are not limited by logic. Creativity tends to use imagination in finding solutions, so that it is able to produce different and new solutions. Creativity is more flexible in decision making. This research offers a new formula in the form of a creative management strategy model that can be applied in creativepreneurship practice.","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"127 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132461479","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"VIRAL MARKETING DI MEDIA SOSIAL SEBAGAI GAYA BARU KOMUNIKASI PEMASARAN","authors":"W. Sari, S. Paramita","doi":"10.24912/jmieb.v6i2.20243","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.20243","url":null,"abstract":" \u0000Tren penggunaan media sosial sebagai alat pemasaran atau marketing ini memunculkan istilah baru yang disebut juga sebagai viral marketing. Viral marketing secara sederhana dapat diartikan sebagai sebuah teknik pemasaran yang memanfaatkan media sosial atau disebut juga word of mouth dengan menggunakan internet dan media sosial. Viral marketing ini banyak dimanfaatkan oleh pelaku bisnis, termasuk pelaku bisnis yang bergerak di bidang healthy catering atau katering diet. Bisnis katering diet ini, sekarang juga sedang menjadi tren, sebagai pendukung tren gaya hidup sehat. Salah satu penyedia jasa katering diet adalah GR, bisnis katering diet yang menggunakan teknik viral marketing, dengan media sosial utama Instagram dan TikTok. Penelitian ini bertujuan untuk menganalisis dan mendeskripsikan viral marketing di media sosial dalam penerapannya oleh pelaku bisnis healthy catering dan untuk mendeskripsikan proses implementasi viral marketing sebagai sebuah gaya baru komunikasi pemasaran. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam dengan narasumber dan observasi. Hasil penelitian menunjukkan terdapat beberapa faktor utama dalam melakukan viral marketing di media sosial, yaitu jenis konten, waktu unggah, dan penggunaan hashtag.\u0000 \u0000The trend of using social media as a marketing or marketing tool has given rise to a new term which is also known as viral marketing. Viral marketing can simply be interpreted as a marketing technique that utilizes social media or also called word of mouth by using the internet and social media. Viral marketing is widely used by business people, including business people engaged in healthy catering or diet catering. This diet catering business, is now also becoming a trend, as a supporter of a healthy lifestyle trend. One of the diet catering service providers is GR, a diet catering business that uses viral marketing techniques, with the main social media being Instagram and TikTok. This study aims to analyze and describe viral marketing on social media in its application by healthy catering businesses and to describe the process of implementing viral marketing as a new style of marketing communication. The research uses a qualitative approach with a case study method. Data were obtained through in-depth interviews with informants and observations. The results of the study show that there are several main factors in doing viral marketing on social media, namely the type of content, upload time, and the use of hashtags.\u0000 ","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"2017 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128001368","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"COVID-19 & CASH HOLDING DI INDONESIA – DENGAN EFEK MODERASI DARI GOODWILL IMPAIRMENT","authors":"E. Imelda, Ellen Anggraini, Emillia Sastra","doi":"10.24912/jmieb.v6i2.22752","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.22752","url":null,"abstract":"Likuiditas sangat penting bagi perusahaan, karena dengan likuiditas menunjukan kemampuan perusahaan untuk dapat bertahan dalam waktu yang lama. Untuk meningkatkan likuiditas perusahaan, kas perlu diadakan. Kegiatan ini sering disebut sebagai cash holding. Sehingga pada riset ini cash holding akan diuji melalui keterkaitan antara ukuran perusahaan, leverage, dan profitabilitas yang dimoderasi oleh goodwill pada perusahaan non-jasa keuangan yang terdaftar di Bursa Efek Indonesia (BEI) selama 2018-2020. Kajian ini terkait dengan ketidakpastian ekonomi di tahun 2020 akibat pdanemi COVID-19, dan kali ini berdampak ke seluruh dunia. Desain yang dipakai dalam penelitian ini adalah deskriptif kuantitatif dan sampel dipilih dengan menggunakan metode purposive sampling. Sebanyak 690 sampel digunakan dalam penelitian ini. Metode penelitian menggunakan analisis data panel dan pengujian hipotesis dilakukan setelah melakukan asumsi klasik. Data penelitian ini kemudian diolah dengan program EViews 12 student versi lite. Adapun penelitian ini menghasilkan informasi bahwa tidak terdapat pengaruh signifikan COVID-19 dan ukuran perusahaan atas cash holding, terdapat pengaruh positif signifikan pada profitabilitas, sedangkan terdapat pengaruh negatif signifikan leverage atas cash holding, dan goodwill impairment tidak memoderasi pengaruh COVID-19 terhadap cash holding. Hasil riset ini dapat dipakai oleh manajemen dalam rangka menentukan cash holding perusahaan. Di lain sisi, hasil riset ini juga dapat dipakai sebagai pandangan tambah bagi pihak eksternal yaitu investor dan kreditur dalam pemberian pinjaman atau berinvestasi.\u0000 \u0000Liquidity is very important for companies, because liquidity shows the company's ability to survive for a long time. To increase the company's liquidity, cash needs to be held. This activity is often referred to as cash holding. So that in this study cash holding will be tested through the relationship between company size, leverage, and profitability moderated by goodwill in non-financial services companies listed on the Indonesia Stock Exchange (IDX) during 2018-2020. This study is related to the economic uncertainty in 2020 due to the COVID-19 pandemic, and this time it has an impact on the whole world. The design used in this research is descriptive quantitative and the sample is selected using purposive sampling method. A total of 690 samples were used in this study. The research method uses panel data analysis and hypothesis testing is carried out after carrying out classical assumptions. The research data was then processed with the lite version of the EViews 12 student program. This study provides information that COVID-19 and company size have no significant effect on cash holding, profitability has a significant positive effect, while leverage has a significant negative effect on cash holding, and goodwill does not moderate the effect of COVID-19 on cash holding. The results of this study can be used by management in order to determi","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"294 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116191675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"SHIFTING STRATEGI PEMASARAN PRODUK SONGKET UMKM BALI AKIBAT PANDEMI","authors":"N. Christina, Luh Putu Mahyuni","doi":"10.24912/jmieb.v6i2.15810","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.15810","url":null,"abstract":"Penelitian ini bertujuan untuk mengetahui perubahan strategi pemasaran UMKM Pertenunan Kain Songket Bali akibat pandemi COVID-19. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian studi kasus. Penelitian ini dilakukan pada UMKM Pertenunan Werdhi Budaya dan UMKM Pertenunan Dian Rumah Songket, Kabupaten Klungkung, Bali. Penentuan lokasi tersebut dilakukan secara purposive sampling dengan pertimbangan bahwa UMKM tersebut merupakan pusat pertenunan kain songket di Bali yang juga terdampak COVID-19 dan tetap melakukan inovasi sehingga dapat bertahan dan bersaing. Wawancara dilakukan dengan pemilik Pertenunan Werdhi Budaya dan pemilik Pertenunan Dian Rumah Songket. Data hasil wawancara kemudian dianalisis melalui coding dan theming kemudian peneliti menggunakan teknik analisis SWOT untuk mengetahui analisis strategi kompetitif bagi pelaku UMKM Pertenunan Songket Bali. Penelitian ini mengungkapkan bahwa pelaku UMKM Pertenunan Werdhi Budaya dan pelaku UMKM Pertenunan Dian Rumah Songket melakukan perubahan pada strategi pemasaran produk, dimana dengan adanya perkembangan teknologi dan berbagai kebijakan pemerintah tekait pembatasan aktivitas masyarakat selama pandemi COVID-19 berlangsung, hal tersebut justru mendorong perubahan pemasaran produk kain songket Bali yang awalnya konvensional kini telah beralih menjadi pemasaran digital. UMKM Pertenunan Werdhi Budaya dan UMKM Pertenunan Dian Rumah Songket melakukan perubahan strategi pemasaran dengan menerapkan strategi marketing 4.0 berbasis Connected Marketing Mix 4C (Co-creation, Curreny, Communal Activation, dan Conversation). Hasil penelitian ini diharapkan dapat memberikan kontribusi bagi pelaku usaha sejenis khususnya mengenai penerapan strategi marketing 4.0, dan dapat memberi kontribusi pada pengambil kebijakan untuk dapat memfasilitasi UMKM dalam proses transformasi digital sehingga bisa bertahan  dan bahkan dapat meningkatkan usahanya akibat pandemi.\u0000 \u0000This study aims to explore shifting in the marketing strategy of MSMEs in Balinese songket weaving due to the COVID-19 pandemic. This study uses multiple case studies qualitative approach on two weaving companies that are able to adapt and innovate to maintain their business well during the pandemic. Interviews were conducted with weaving business owners. Data was also collected through the company's official social media accounts. The data were then analyzed using coding and themeing techniques. This study finds that MSMEs’ owners significantly changed their marketing strategy from 4P to 4C marketing strategy. The product that was previously designed without involving consumers now considering consumers’ aspiration. Product prices that were previously set based on production costs and profit expectations were changed to dynamic and flexible pricing - adjusting to spending patterns and consumer characteristics. Companies that previously only waited for consumers to come to the store to shop directly are now more actively interac","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133194849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION, MEDIASI BRAND TRUST DAN BRAND ATTITUDE PADA PRODUK SKINCARE","authors":"Valentino Wijaya, K. Keni","doi":"10.24912/jmieb.v6i2.19301","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.19301","url":null,"abstract":"Peningkatan penjualan produk kecantikan bernilai sangat tinggi pada tahun 2020 hingga 2021, dan penjualan terbesar terjadi di online shop. Terdapat beragam strategi pemasaran yang menjadi alternatif bagi sebuah merek untuk meningkatkan intensi membeli. Instagram merupakan salah satu platform yang sukses di Indonesia karena menghasilkan engagement dan reach yang besar, sehingga banyak merek memillih untuk melakukan pemasaran melalui Instagram. Terdapat beragam strategi pemasaran yang menjadi alternatif bagi sebuah merek, diantaranya adalah eWOM, social media marketing yang juga dapat meningkatkan intensi membeli melalui brand image dan brand trust, celebrity endorsement yang dapat mempengaruhi purchase intention secara tidak langsung melalui consumer attitude terhadap endorser credibility, brand credibility, dan brand attitude. Tujuan penelitian ini adalah untuk menunjukkan apakah celebrity endorsement pada Instagram berpengaruh terhadap trust dan attitude terhadap sebuah merek skincare, serta apakah brand trust dan brand attitude dapat mempengaruhi intensi membeli produk skincare. Studi ini merumuskan 5 hipotesis yang akan diuji dengan Partial Least Squares – Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS 3.3.0 Sampel yang diperoleh sebanyak 175 sampel, tetapi hanya 123 sampel yang valid. Penelitian ini menyimpulkan bahwa celebrity endorsement mempengaruhi brand attiitude dan brand trust, dan brand attitude memiliki pengaruh yang paling besar terhadap intensi membeli.\u0000 \u0000The increase in sales of beauty products is very high in 2020 to 2021, and the largest sales occur in online shops. There are many marketing strategies that a brand can use to increase purchase intention. Instagram is one of the most successful platforms in Indonesia, as it generates high engagement and reach, thereby so many brands have chosen to do marketing on this platform. There are many marketing strategies that brands can do, including eWOM, social media marketing which will increase purchase intentions through brand image and brand trust, celebrity endorsements that can influence purchase intention indirectly through consumer attitudes, endorser credibility, brand attitudes, and brand credibility. This study aims to determine whether celebrity endorsement on Instagram affect a person's beliefs and attitudes towards a brand of skin care products, as well as whether brand trust and brand attitude can affect purchase intention of skin care products. This study proposes 5 hypotheses and data analyzes will be conducted by using Partial Least Squares – Structural Equation Modeling (PLS-SEM) using SmartPLS 3.3.0 software. The samples collected were 175 samples which were obtained by using the online questionnaire method, but only 123 samples were valid. This study found that celebrity endorsement significantly affects brand trust and brand attitude, and brand attitude has the largest role on purchase intention.","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122249931","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ANTESEDEN WILLINGNESS TO BUY: STUDI EMPIRIS PADA KONSUMEN PRODUK PRIVATE LABEL SUPERINDO DI BEKASI","authors":"Kevin Gauwtama, Vita Briliana","doi":"10.24912/jmieb.v6i2.20335","DOIUrl":"https://doi.org/10.24912/jmieb.v6i2.20335","url":null,"abstract":"Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh store image, familiarity with PLB, terhadap PLB perceived quality, PLB perceived risk, price counciousness, dan hubungan terhadap attitude toward PLB. Yang kemudian pada akhirnya dapat dianalisa hubungannya dengan willlingness to buy PLB oleh konsumen gerai ritel Superindo di Bekasi. Objek penelitian ini adalah produk private label Superindo. Pemilihan sampel menggunakan metode purposive sampling sebanyak 202 data yang merupakan konsumen yang pernah melakukan transaksi pembelian terhadap produk private label Superindo dan diperoleh melalui penyebaran kuisioner. Metode yang digunakan pada penelitian ini adalah dengan menggunakan structural equation modeling (SEM) AMOS. Temuan penelitian ini bahwa variabel store image tidak berpengaruh terhadap variabel perceived quality maupun perceived risk, dan variabel perceived risk tidak memiliki pengaruh terhadap attitude toward PLB pada pelanggan Superindo di Bekasi. Pengaruh PLB perceived quality terhadap attitude toward PLB tertinggi dibandingkan PLB perceived risk dan price counciousness.\u0000 \u0000The purpose of this study was to determine and analyze the effect of store image, familiarity with PLB, on PLB perceived quality, PLB perceived risk, price consciousness, and the relationship to attitude toward PLB. Which in the end can be analyzed in relation to the willlingness to buy PLB by consumers of Superindo retail outlets in Bekasi. The object of this research is Superindo's private label product. The sample selection using purposive sampling method as much as 202 data which are consumers who have made purchases of Superindo private label products and obtained through the distribution of questionnaires. The method used in this research is to use structural equation modeling (SEM) AMOS. The findings of this study are that the store image variable has no effect on the perceived quality and perceived risk variables, and the perceived risk variable has no effect on the attitude toward PLB for Superindo customers in Bekasi. The effect of PLB perceived quality on attitude toward PLB is highest compared to PLB perceived risk and price consciousness","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130353108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}