Prosiding Seminar Nasional Manajemen dan Bisnis
Program Studi Manajemen Universitas Nusa Putra
Literature Review: Pengaruh Inovasi Produk dan Branding Terhadap Daya Saing UMKM: Studi Kasus pada MOCHI TSUKI Sukabumi
The impact of product innovation and branding on increasing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) is examined in this comprehensive literature analysis. MSMEs must continue to adapt to successful strategies to grow and survive in a highly competitive and dynamic market. In this case, gaining competitive advantage is traditionally based on product innovation and branding. Since Mochi Tsuki Sukabumi is able to maintain and even expand its market share in the local and regional markets, Mochi Tsuki Sukabumi was chosen as a case study. The purpose of this study is to determine how strong branding strategies and product innovation of new product development, variations, and better packaging together increase the competitiveness of MSMEs. Furthermore, in the context of food MSMEs, this study also found patterns and ideas underlying the correlation between variables. A systematic review of the literature was the approach taken. Google Scholar, ScienceDirect, and ProQuest were among the scholarly resources searched, and keywords such as "MSME product innovation", "MSME branding", and "MSME competitiveness" were used. Product innovation increases customer appeal, provides value, and increases market share, according to consistent research. Building brand identification, increasing consumer trust, and differentiating products from competitors are all made possible by a solid and consistent branding approach. Maintaining relevance and competitiveness in the regional culinary industry, especially Mochi Tsuki Sukabumi, requires a synergistic combination of product innovation (such as a variety of contemporary flavors) and good branding (the identity of Sukabumi souvenirs).
Hak Cipta (c) 2025 Prosiding Seminar Nasional Manajemen dan Bisnis
Tinjauan Sistematis Literatur Tentang Dampak Kerja Jarak Jauh Terhadap Kinerja Dan Keterlibatan Karyawan
Remote working has become an integral part of the modern workplace, especially since the COVID-19 pandemic prompted many organizations to adopt this working model. This topic is important to examine because it concerns how remote working affects employee performance and engagement, two factors critical to organizational success. This research aims to systematically review studies that address the impact of remote working on these two aspects. The method used is a systematic literature review, by reviewing scientific articles published between 2018 and 2024 from several trusted databases such as Scopus, Web of Science, and Google Scholar. The review showed that the impact of remote working is not uniform-it can be positive or negative-depending on organizational conditions, technological support, and leadership style. If managed well, remote working can actually improve employee engagement and performance.
Tinjauan Sistematis Literatur Tentang Peran Agilitas Strategik dalam Mencapai Keunggulan Bersaing
In the midst of a rapidly changing business environment,companies are required to be able to adapt and move swiftly in order to remaincompetitive. The concept of strategic agility is becoming increasingly relevantas it helps organizations respond to change quickly and appropriately.This study aims to gain a deeper understanding of how strategic agilitycontributes to competitive advantage through a systematic review of various academic literature. The method used is a search and analysis of selected scientific articles published between 2010 and 2024. The review results indicate that strategic agility can enhance an organization's competitiveness by strengthening innovation, accelerating decision-making, and promoting adaptability to market dynamics. These findings provide a clearer picture of the importance of building agileand responsive organizations in facing today's business challenges.
Pengaruh Motivasi Kerja, Budaya Organisasi, dan Work-Life Balance terhadap Kepuasan Kerja Generasi Z di Kota Sukabumi serta Dampaknya terhadap Turnover Intention
Generation Z has become an increasingly significant segment of today’s workforce, including in Sukabumi City. Characterized by their strong preference for flexibility, work-life balance, and alignment with personal values, this generation brings new expectations to the workplace. However, many organizations still apply conventional work systems that fail to accommodate these expectations, resulting in job dissatisfaction and a higher likelihood of turnover. This study aims to examine the influence of work motivation, organizational culture, and work-life balance on job satisfaction among Generation Z workers in Sukabumi City. Additionally, the study investigates the indirect effects of these variables on turnover intention. The research uses a quantitative approach with a causal associative research design. Data were collected from 100 evening class students at Nusa Putra University, categorized as Generation Z and currently employed in Sukabumi. A Likert-scale questionnaire was used for data collection. The data were analyzed using Structural Equation Modeling with the Partial Least Squares method (SEM-PLS), facilitated by the SmartPLS 4.0 software.
Studi Kasus Implementasi Inovasi Produk oleh Wirausaha Muda di Sukabumi dalam Meningkatkan Daya Saing Usaha
This study aims to examine the implementation of product innovation as a strategy to enhance the competitiveness of young entrepreneurs in Sukabumi. In the context of rapid technological development and constantly evolving market dynamics, continuous innovation has become essential for businesses to survive and grow. This research adopts a qualitative approach using a multiple case study method. Data were collected through in-depth interviews, direct observations, and documentation involving two young entrepreneurs in the culinary and fashion sectors. The findings reveal that the innovations carried out include unique product designs, integration of local cultural values, and the use of digital technology in marketing and distribution. These innovations have proven effective in expanding market reach, increasing customer satisfaction, and strengthening brand image. Key supporting factors in this innovation process include government mentoring programs, entrepreneurial community support, and the willingness of entrepreneurs to continuously learn and adapt. However, the study also identifies several challenges faced by young entrepreneurs, such as limited capital, low digital literacy, and insufficient access to technical and managerial training. This research concludes that the success of product innovation largely depends on the strength of the entrepreneurial ecosystem, which includes support from the government, academia, and business communities. The results of this study offer valuable insights for the formulation of inclusivepolicies and strategies to improve the competitiveness of MSMEs through innovation, especially among young entrepreneurs in regional areas.
Pengaruh Online Customer Review dan Online Customer Rating Produk terhadap Keputusan Pembelian Pengguna Marketplace Shopee (Studi Kasus Pengguna Shopee di Desa Munjul)
The rapid development of digital technology has changed the way consumers make purchasing decisions, especially in e-commerce. This study aims to examine the effect of online customer reviews and online customer ratings on purchasing decisions of Shopee users in Munjul Village. The method used is a quantitative approach with a survey technique involving 100 respondents who have shopped on Shopee. The data were analyzed using multiple linear regression. The findings indicate that both online customer reviews and online customer ratings significantly influence purchasing decisions. Online customer reviews have a higher beta coefficient, showing a greater influence compared to ratings. These results emphasize the importance of managing customer feedback and building trustworthy digital platforms to support rural consumer behavior. This study contributes to understanding the dynamics of e-commerce decision-making processes in rural areas.
Literature Review: Penerapan Etika dalam Membangun Integritas Korporat melalui Penguatan Good Corporate Governance (GCG)
Corporate integrity is a key element in realizing healthy and sustainable corporate governance. In the midst of increasing demands for transparency and accountability, the application of ethics in organizations is an important foundation in strengthening Good Corporate Governance (GCG). This study aims to analyze how the application of ethics can strengthen corporate integrity through strengthening GCG principles. The method used is a literature review that focuses on a particular topic with the aim of describing developments in a particular field of knowledge, by examining various academic sources, scientific journals, and case studies related to GCG practices and corporate ethics. The results show that integrating ethical values into the GCG system, such as transparency, accountability, responsibility, independence and fairness, can create an organizational culture based on integrity. Corporate ethics enforced through ethical leadership, internal controls, whistleblowing systems, and continuous training have proven effective in preventing unethical practices and increasing stakeholder trust. The conclusion of this study confirms that strengthening ethics through GCG implementation not only supports regulatory compliance, but is also a long-term strategy to build corporate reputation and sustainability.
Pengaruh Gaya Kepemimpinan terhadap Kinerja Karyawan di PT Trakindo Utama Cabang Bandung
This study aims to analyze the influence of leadership style on employee performance. Leadership style has an important role in increasing employee motivation, productivity, and work effectiveness. The research method used is quantitative with a descriptive and causal approach. Data were collected through questionnaires distributed to employees of PT Trakindo Utama, Bandung Branch. The analysis technique used is simple linear regression to test the relationship between leadership style variables as independent variables and employee performance as dependent variables. The results of the study indicate that leadership style has a significant influence on employee performance. Effective leadership can increase employee job satisfaction, engagement, and productivity. Based on these findings, companies are advised to develop a more adaptive leadership strategy that is in accordance with employee needs in order to improve performance optimally.
Pengaruh Kualitas Produk, Promosi, dan Lokasi Usaha terhadap Keputusan Pembelian pada D’Top Chicken & Burger Parungkuda
This study aims to identify and analyze the influence of product quality, promotion, and business location on purchasing decisions at D’Top Chicken & Burger, Parungkuda branch. The increasingly intense competition in the culinary business demands that business actors understand the factors that can influence consumer decisions in choosing fast food products. In this study, product quality is measured based on taste, cleanliness, and consistency; promotion is assessed from the effectiveness of promotional media and the attractiveness of offers; while business location is evaluated based on accessibility, comfort, and store placement strategy. The research method used is a quantitative method with a descriptive-associative approach. Data was collected through the distribution of questionnaires to 100 respondents who are consumers of D’Top Chicken & Burger Parungkuda and have made at least one purchase. The sampling technique used is purposive sampling, with criteria that respondents must have consumption experience at the research location. Data analysis was conducted using multiple linear regression to test the partial and simultaneous influence of the independent variables on the dependent variable.
Literatur Review: Etika Penggunaan AI dalam Praktik Bisnis
The rapid development of artificial intelligence (AI) technology has brought about major transformations in modern business practices, from work process automation, to customer data analysis, to strategic decision making. However, behind these benefits come significant ethical issues such as privacy violations, algorithmic bias and accountability crises. This literature review aims to systematically examine the ethical challenges that arise in the application of AI in the business world, as well as disseminate how organizations can integrate ethical principles in AI-based decision making. The research was conducted using a qualitative descriptive method through the analysis of 11 national and international journals published in 2021-2025. The results show that the success of ethical AI integration is highly dependent on the ethical awareness of decision makers, strengthening regulations, and aligning technological values with corporate social responsibility (CSR). This article recommends the need for technology ethics education among business professionals and the need for a comprehensive policy framework to make AI implementation not only efficient, but also fair and morally sustainable
Literatur Review : Hubungan Antara Etika Bisnis dan Kepuasan Pelanggan
This study aims to examine the relationship between business ethics and customer satisfaction using a Systematic Literature Review (SLR) approach. Business ethics, which include principles such as honesty, fairness, integrity, and social responsibility, are believed to play a crucial role in shaping customer perception and loyalty. By reviewing ten studies from various industry sectors including restaurants, retail, digital services, and Islamic valuebased businesses this research evaluates how the application of ethical principles influences customer satisfaction. The synthesis results indicate that business ethics consistently enhance customer trust, strengthen corporate image, and foster sustainable loyalty and satisfaction. However, several findings also highlight the importance of other contributing factors, such as product quality, pricing, and service, in creating overall customer satisfaction. Therefore, while the relationship between business ethics and customer satisfaction is significant, it does not stand alone but is influenced by complex contextual factors. This study offers both theoretical and practical contributions by promoting the implementation of business ethics as a strategic approach to improving customer experience and loyalty.
Literature Review: Analisis Etika Terhadap Perkembangan Komunikasi Pemasaran dan Iklan pada Masa Kini
The quick growth of digital technology has greatly changed how businesses communicate through marketing and advertising. This change to digital methods has created many new chances, but it has also brought up difficult ethical issues, like using data wrongly, sending misleading messages, and manipulating emotions in ads. This study looks at how ethical rules are used in modern marketing and advertising, especially on digital platforms. Using a Systematic Literature Review (SLR) along with a descriptive qualitative method, this study shows that honesty, openness, and social responsibility are important in communication strategies. The results show that including ethical values in marketing communication is very important for building consumer trust, improving brand image, and keeping customers loyal for a long time. Because of this, ethical marketing is not just a moral duty, but a key strategy for business growth that lasts in today’s digital world.
Tinjauan Sistematis tentang Peran Kesejahteraan karyawan dalam Meningkatkan Komitmen Organisasi
This study aims to explore the important role of employee well-being in increasing their commitment to the organization. In an increasingly competitive world of work, organizations must pay attention to employee well-being as a key to creating strong and sustainable relationships. Through a systematic literature review (SLR) approach, this study analyzed 30 scientific articles published between 2013 and 2023. The results show that employees' well-being, whether in terms of psychological, work-life balance, or support provided by the organization, has a significant positive impact on their commitment to the organization. The findings confirm that by improving employee well-being, organizations can strengthen loyalty, reduce turnover rates, and improve performance. This study recommends that employee well being should be a major part of human resource management policies, to create a mutually beneficial relationship between employees and organizations.
Pengaruh Persepsi Harga, Cita Rasa, dan Promosi terhadap Keputusan Pembelian Mie Gacoan Cibadak Sukabumi
This study aims to determine the influence of price perception, taste, and promotion on purchase decisions for Mie Gacoan in Cibadak, Sukabumi. The background of this research is based on the intense competition in the culinary business, which requires entrepreneurs to understand the factors influencing consumers' purchasing decisions. Mie Gacoan, as one of the popular food brands among the public—especially the younger generation—has become an interesting subject for research in the context of consumer behavior. This research employs a quantitative associative method. Data were collected through the distribution of questionnaires to 100 respondents who are consumers of Mie Gacoan Cibadak. The sampling technique used is purposive sampling. The data were analyzed using multiple linear regression analysis to determine the effect of each independent variable on the dependent variable. Tests conducted include validity and reliability tests, classical assumption tests, partial t-test, simultaneous F-test, and the coefficient of determination (R²). The results show that price perception, taste, and promotion simultaneously have a significant influence on purchase decisions. Partially, taste has the most dominant influence among the variables. These findings support consumer behavior theory, which states that sensory qualities such as taste play a crucial role in purchasing decisions for food products. Therefore, it is recommended that Mie Gacoan management continue to improve taste quality and maintain attractive promotional strategies to remain competitive.
Literature Review: Analisis Peran Praktik Bisnis Yang Etis Dalam Membangun Loyalitas Konsumen
This study aims to analyze how ethical business practices contribute to enhancing customer loyalty. Using the Systematic Literature Review (SLR) method, the research reviews ten academic sources discussing the relationship between business ethics, human resource management (HRM), service quality, as well as customer trust and satisfaction. The findings reveal that ethical business practices grounded in honesty, fairness, and social responsibility significantly improve consumer trust and satisfaction, which ultimately fosters stronger loyalty. Additionally, effective HRM and high quality service delivery also play critical roles in shaping consumer loyalty. This study concludes that a holistic approach—integrating ethical business conduct, HRM practices, and service strategies—is essential in building long term customer relationships and maintaining business competitiveness in a dynamic market.
Literature Review: Perbandingan Kepemimpinan Etis dan Tidak Etis serta Dampaknya Terhadap Keberlanjutan Praktik Bisnis
This study aims to systematically review scholarly literature on the impact of ethical and unethical leadership on sustainable business practices, with a particular focus on companies with contrasting ethical reputations. A systematic Literature Review (SLR) approach was used toidentify and analyzed 13 peer-reviewed articles published between 2005 and 2025 from reputable databases such as Scopus, ScienceDirect, and Google Scholar. The findings reveal that ethical leadership positively contributes to building an integrity-based organizational culture, enhancing stakeholder trust, and supporting the implementation of corporate social responsibility (CSR) programs. Conversely, unethical leadership negatively affects employee morale, organizational reputation, and long-term performance. The study highlights the importance of mediating variables such as organizational culture and CSR in reinforcing the impact of leadership on sustainability. These findings contribute to the theoretical development of ethical leadership studies and offer practical implications for decision-makers in designing ethical and sustainable business strategies.
Literature Review: Peran Etika dalam Pengembangan Karir dan Evaluasi Kinerja Karyawan
This study was conducted to investigate how the principles of work ethics play a role in career advancement and performance evaluation of employees. This investigation was conducted through a literature study of various reliable sources. The main objective of this study is to understand how moral values, such as responsibility, honesty, discipline, and integrity, affect individual performance and career prospects in a company. The results show that work ethics have a great influence in improving the quality of work and professionalism of employees. In addition, career paths and performance evaluations depend not only on formal aspects such as educational background and experience, but also on ethical behavior and attitudes in the work environment. A work environment that upholds high ethics can build a good organizational culture, trigger motivation and loyalty, and facilitate the achievement of company goals. This conclusion makes an important contribution to human resource departments in formulating policies that emphasize the formation of employee character and integrity.
Literature Review : Pengaruh Etika Kerja Terhadap Keterlibatan dan Kepuasan Karyawan
This study aims to evaluate the influence of work ethics on employee engagement and satisfaction, using the literature review method. Companies are increasingly realizing the importance of good human resources in the midst of increasingly fierce business competition. It is recognized that strong work ethics, consisting of honesty, responsibility, and integrity, significantly influence employee behavior, especially on their level of engagement and satisfaction at work. Employee engagement is defined as the level of commitment, passion and vitality shown by a worker towards their job and their organization. On the other hand, job satisfaction indicates how a worker views various aspects of their job, such as social relationships, compensation, and tasks.
Dampak Media Sosial Terhadap Keputusan Pembelian Konsumen di E-Commerce
The development of information technology has driven a transformation in marketing strategies, where social media such as Instagram, TikTok and Facebook have become the main channels in e-commerce. These platforms not only increase brand awareness, but also influence consumer trust and loyalty through testimonials, reviews, and influencer marketing. Although many studies have examined the relationship between social media and consumer behavior, there remains a gap in a holistic understanding of how social media elements collectively shape consumer purchasing decisions, especially in the ever-evolving digital context. To answer this, this study uses a literature study approach by reviewing various current scientific sources that discuss the role of social media in influencing consumer purchasing behavior on e-commerce platforms.
ANALISIS PERBANDINGAN KEPUASAN MAHASISWA DALAM PEMBAYARAN SPP MELALUI BERBAGAI METODE PEMBAYARAN DI UNIVERSITAS NUSA PUTRA SUKABUMI
This study aims to analyze student satisfaction in making tuition payments through various payment methods available at Nusa Putra University Sukabumi, with many using non-cash payments such as through e-commerce platforms, retail outlets, and banks. This study compares which method has the highest level of satisfaction among students. The method used is quantitative, and data collection is carried out through a questionnaire distributed to 100 students from 10 different study programs. The results of the study showed that 43.8% of respondents chose retail outlets, especially Indomaret, as their main choice because of accessibility, ease of transactions, helpful cashier services, and relatively low administration costs. However, limited operating hours until 21:00 are still an obstacle for some students. The results of this study conclude that Indomaret is the main choice for many students. However, each method has advantages and disadvantages that must be further improved to improve overall student satisfaction.
Systematic Literatur Review (SLR): Peran Etika Bisnis dalam Mencegah Korupsi di Lingkungan Perusahaan Swasta
Corruption is a serious challenge for private companies that can damage reputation, reduce investor confidence, and hinder business growth. This research aims to analyse the role of business ethics in preventing corruption in the private company environment. Method: By using a qualitative approach, this research explores how the application of business ethics principles can help create a transparent and integrity corporate culture. Data is collected through literature studies. Results: The results of the study show that companies that have strong business ethics policies, supported by ethical leadership and effective supervision systems, have lower levels of corruption compared to companies that do not have clear regulations. The conclusion of this research emphasises that business ethics is not just a moral norm, but also a strategic tool in building a sustainable and trusted company.
Literatur Review: Peran Etika Dalam Periklanan Terhadap Kepercayaan dan Keberlanjutan Bisnis
The purpose of this study is to investigate the role of ethics in advertising, especially how the application of ethical principles can create consumer trust and support business sustainability. The method used is a systematic literature review (SLR) that allows for a thorough analysis of a wide range of scientific literature related to ethics in advertising, customer loyalty, and long-term corporate image. The study results show that advertising that follows the principles of honesty, transparency, and social responsibility can increase advertising effectiveness and create a positive relationship with the audience. In contrast, unethical advertising practices such as exaggerated claims, misleading images, and online fraud can damage a company's reputation and reduce public trust. This research also emphasizes the importance of education and supervision to maintain ethical standards to keep advertising practices responsible and sustainable. Thus, the application of ethics in advertising not only strengthens customer loyalty and brand image but also becomes a strategic basis in the face of increasingly fierce business competition. The findings make a significant contribution to the development of ethical and effective advertising communication policies and practices in the future.
Analisis Etika Bisnis terhadap Praktik Korupsi dan Penyalahgunaan Wewenang di Lingkungan Organisasi
Corruption and abuse of authority in organizations are ethical violations that have systemic impacts, both internally and externally. This research aims to analyze these practices through the perspective of business ethics by examining the causal factors, impacts, and prevention solutions for organizational integrity and government in Indonesia. The research method uses a systematic literature review of selected academic sources (2017-2025) with a qualitative approach. The results reveal that corruption and abuse of authority are caused by: (1) internal factors such as weak supervision, unethical organizational culture, and accounting systems prone to manipulation; and (2) external factors including ambiguous regulations, economic pressures, and inconsistencies in law enforcement. Real case studies such as the tsunami shelter corruption (IDR 16 billion) and PT Timah (IDR 271 trillion) show violations of the business ethics principles of integrity, transparency and accountability. Key research findings include: (1) jurisdictional conflicts between the Government Administration Law and the Anti-Corruption Law that hamper case handling; (2) weak integrity in anti-corruption institutions (e.g. Firli Bahuri case); and (3) the importance of comprehensive solutions including: regulatory reform, technology-based supervision, continuous ethics education, and strengthening the role of the KPK. This research provides practical contributions in the form of policy recommendations to improve organizational governance through the application of business ethics principles and multi-sector collaboration. The findings are relevant for policy makers, business practitioners, and academics in an effort to create an organizational environment with integrity and sustainability.
Literature Review: Pengaruh Etika Perusahaan Terhadap Loyalitas Karyawan
Employee loyalty is a key component in the long-term success of a company. This study aims to examine the influence of corporate ethics on employee loyalty using a systematic literature review approach. Various literatures show that ethics in organizations not only affect individual behavior in the workplace, but also play an important role in building a healthy work culture, increasing employee satisfaction, and strengthening their commitment to the company. Ethical aspects such as fair leadership, transparent communication, appreciation of diversity, and a good corporate image have a positive relationship with the level of employee loyalty. The findings of this literature review are expected to be a foundation for leaders and policy makers in designing corporate strategies that are more oriented towards ethical values, in order to encourage optimal employee retention and performance.
Literature Review: Pengaruh Etika Seorang Pemimpin dalam Mencapai Keberhasilan Organisasi di Perusahaan
The success of an organization does not only depend on business strategies and operational efficiency, but is also influenced by the quality of a leader, especially concerning the implementation of ethical values in leadership practices. This literature review aims to comprehensively analyze the influence of a leader's ethics on a company's success. This study uses the Systematic Literature Review (SLR) method, and various studies indicate that ethical leadership plays an important role in shaping a healthy organization, increasing job performance satisfaction, loyalty, and employee performance. A leader's values such as integrity, honesty, fairness, and responsibility can create a work environment that supports ethical and innovative behaviors, as well as enhance the organization's reputation and sustainability.Ethical leadership also contributes to fair decision-making, enhances trust, and strengthens the relationship between leaders and employees. The influence of leadership ethics is often mediated by factors such as culture, employee identification, and external environmental challenges.
Pengaruh Motivasi dan Komitmen Terhadap Kinerja Karyawan (Studi Kasus Pada Mahasiswa Karyawan di Universitas Nusa Putra)
This study aims to determine the effect of motivation and commitment on employee performance, with a case study of student employees at Nusa Putra University. Students who also work have their own challenges in balancing academic and professional roles, so motivation and commitment are important factors in supporting their performance. This research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to active employee students and analyzed using multiple linear regression. The results showed that motivation has a positive and significant effect on employee performance, as well as work commitment also has a positive and significant effect on performance. These findings reinforce the theory that internal drive and loyalty to job responsibilities can increase productivity, even in the dual context of being a student and employee. The implication of this research is expected to be an input for educational institutions and workplaces in creating an environment that supports the balance of student-employee roles.
Tinjauan Sistematis Praktik Manajemen Sumber Daya Manusia Berbasis Kompetensi
Competency-based human resource management has become an increasingly important approach in helping organizations achieve their strategic goals. This study aims to systematically review how this practice is applied in various organizational contexts, as well as to identify its benefits, challenges, and future directions. The method used is a systematic review of scientific publications over the past decade (2013–2023) obtained from databases such as Scopus, Web of Science, and Google Scholar. Articles meeting the selection criteria were analyzed using a thematic approach. The findings indicate that a competencybased approach can enhance individual and organizational performance, as it clarifies employee roles, boosts productivity and work motivation, and helps organizations achieve their goals more effectively. However, challenges such as competency gaps and the lack of effective evaluation systems are still commonly encountered. This study provides important insights for the development of more relevant and sustainable human resource policies
Pengaruh Kualitas Layanan dan Promosi terhadap Pendapatan Usaha Toko Dzaki di Era Digital
This research investigates the effect of service quality and promotional strategies on the business income of Toko Dzaky in the context of the digital era. A quantitative methodology was employed, utilizing a survey approach through the distribution of questionnaires to a sample of 30 respondents. The collected data were analyzed using multiple linear regression, following preliminary assessments of validity, reliability, and classical assumptions. The results indicate that promotion has a statistically significant effect on business income (Sig. = 0.000 < 0.05), whereas service quality does not demonstrate a significant partial influence (Sig. = 0.754 > 0.05). When assessed collectively, both independent variables significantly impact business income, as shown by an Fvalue of 33.398 and an R² value of 0.712. This indicates that 71.2% of the variance in business income can be explained by service quality and promotional efforts. The findings highlight the importance of digital promotional strategies in increasing business revenue, while emphasizing the continued relevance of maintaining service quality for long-term operational sustainability. It is recommended that MSMEs actively enhance their digital marketing initiatives to remain competitive in the evolving business landscape.
Analisis Strategi Pemasaran Berkelanjutan Avoskin melalui Green Product dan Green Promotion Marketing
This study aims to explore consumer perceptions of sustainable marketing strategies implemented by the local skincare brand Avoskin, particularly through green product marketing and green promotion marketing. In response to the increasing public awareness of environmental issues, Avoskin has positioned itself as an eco-conscious brand by offering skincare products made with natural ingredients and eco-friendly packaging. This research employs a qualitative descriptive method using in-depth interviews with four female consumers aged 18–25 years residing in Sukabumi Regency, West Java. Data were collected using a semi-structured interview guide focusing on consumers’ understanding, experiences, and responses to Avoskin’s green marketing strategies. Thematic analysis was conducted to identify key patterns in the responses. The findings reveal that consumers positively perceive Avoskin's use of natural ingredients, recyclable packaging, and ethical branding. Although not all informants actively participate in environmental campaigns, they expressed support and appreciation for initiatives such as the “Love Avoskin Love Earth” program. Green promotions were considered more meaningful than conventional marketing tactics, as they convey moral and social responsibility. Moreover, these strategies influenced repeat purchases and encouraged consumers to recommend the brand to others. In conclusion, Avoskin’s sustainable marketing approach aligns well with the values and expectations of young consumers, contributing not only to brand loyalty but also to environmental awareness.
Implementasi Etika Bisnis dalam Perdagangan Digital dan E-Commerce
The rapid development of information and communication technology has driven a significant transformation in the world of commerce through the emergence of e-commerce. While offering ease of access and efficiency, e-commerce also poses complex ethical challenges, particularly in building consumer trust without direct interaction. This research aims to systematically analyze the application of business ethics in e-commerce practices by reviewing ten relevant literatures from 2018 to 2024. The results show that ethical principles such as honesty, transparency, integrity and responsibility are essential in maintaining consumer loyalty and preventing unethical practices such as price manipulation and misuse of personal data. Weak regulations and weak law enforcement in Indonesia are obstacles to creating a fair and sustainable digital ecosystem. Therefore, collaboration between businesses, government, digital platforms, and consumers is needed to build ethical awareness and strengthen e-commerce governance based on moral values and spirituality, including Islamic business ethics principles, to support the sustainability of an equitable digital economy.