JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi).

ANALISIS PENERAPAN PRINSIP GOOD GOVERNANCE PADA PELAYANAN PUBLIK DI BADAN KESATUAN BANGSA DAN POLITIK KABUPATEN BULELENG

2024-02-13T08:51:28+08:00

Abstract. This research aims to analyze the application of good governance principles and develop development strategies to increase the implementation of good governance in public services at the National Unity and Political Agency of Buleleng Regency. The research location is the National Unity and Politics Agency of Buleleng Regency. The subjects in this research were 60 mass organizations. The object of this research is the principles of good governance, public services, National Unity and Politics. The sample in the research used census techniques, namely: 60 officially registered mass organizations and all of them were used as research respondents and 4 elements of public service management. The data collection technique uses questionnaires and interviews which are filled in via Google Form. Data analysis techniques use descriptive analysis and SWOT. The research results show the factors that influence the implementation of good governance: human resources have carried out their duties well, but attention needs to be paid to the attitude of human resources in serving the community and needs to be improved. Community participation has been good in every activity, and the desire to participate and convey aspirations has not been closed

Abstrak Penelitian ini bertujuan untuk menganalisis penerapan prinsip good governance serta menyusun strategi pengembangan untuk peningkatan penerapan good governance pada pelayanan publik di Badan Kesatuan Bangsa dan Politik Kabupaten Buleleng. Lokasi penelitian yaitu Badan Kesatuan Bangsa dan Politik Kabupaten Buleleng. Subjek dalam penelitian ini 60 ormas. Objek penelitian ini prinsip good governance, pelayanan publik, Badan Kesatuan Bangsa dan Politik. Sampel pada penelitian menggunakan teknik sensus yaitu: 60 ormas yang resmi terdaftar dan seluruhnya dijadikan responden penelitian dan 4 unsur pengelola pelayanan publik. Teknik pengambilan data menggunakan metode kuisioner dan wawancara yang diisi melalui Google Form. Teknik analisis data menggunakan analisis deskriptif dan SWOT. Hasil penelitan menunjukkan dari faktor yang mempengaruhi pelaksanaan good governance: sumber daya manusia sudah melaksanakan tugas dengan baik namun perlu di perhatikan sikap sumber daya manusia dalam melayani masyarakat serta perlu ditingkatkan. Partisipasi masyarakat sudah baik dalam setiap kegiatan, serta tidak menutup keinginan berpartisipasi, menyampaikan aspirasi.

PENGARUH ORGANIZATION COMMITMENT TERHADAP ORGANIZATIONAL CITIZENSHIP BEHAVIOR DENGAN PERSON-ORGANIZATION FIT SEBAGAI MODERATOR PADA KARYAWAN OAKWOOD HOTEL & RESIDENCES SURABAYA

2024-02-12T22:32:02+08:00

This study aims to determine the effect of organizational commitment on organizational citizenship behavior with person-organization fit as a moderator for Oakwood Hotel & Residences Surabaya employees. This research will see the extent to which the role of perceived organizational support, employee development, and organization commitment in influencing organizational citizenship behavior of Oakwood Hotel & Residences Surabaya employees. This research uses a quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis using SmartPLS software with a sample size of 115 respondents. This study shows the results that perceived organizational support, employee development, and organization commitment have a positive and significant effect on organizational citizenship behavior and person-organization fit moderate the relationship between organization commitment and organizational citizenship behavior.

PENGARUH TRAINING AND DEVELOPMENT, SERVANT LEADERSHIP, DAN REWARD TERHADAP EMPLOYEE RETENTION DI MEDIASI OLEH EMPLOYEE ENGAGEMENT PADA RESTORAN DI KOTA BATAM

2023-12-05T22:12:08+08:00

This research aims to analyze the influence of training and development, servant leadership, and rewards on employee retention, mediated by employee engagement in restaurants in Batam City. In obtaining data, this research used a random sampling method and questionnaires were distributed to 381 respondents in restaurants in Batam City. In analyzing the research data, the SPSS application was used for multiple linear regression analysis and Smart-PLS was used to analyze the relationship data between dependent and independent variables to process the data that had been distributed. The results of this research show that the servant leadership and reward variables have a direct effect on employee retention which is mediated by employee engagement, while the training and development variables do not have a direct effect on employee retention or are mediated by employee engagement.

PENGARUH WORK-LIFE BALANCE TERHADAP KINERJA KARYAWAN PADA PT ASURANSI JIWA MANULIFE INDONESIA DI SURABAYA

2024-02-11T23:06:51+08:00

This study analyzes the influence of work-life balance, job satisfaction, work motivation, and organizational commitment on employee performance at PT Asuransi Jiwa Manulife Indonesia in Surabaya. This research uses the quantitative method using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of the SmartPLS 3 software. The data used in this research is primary data that was collected through questionnaires which was distribute to all employees working at PT Asuransi Jiwa Manulife Indonesia via google form. The sample in this research is 117 employees working at PT Asuransi Jiwa Manulife Indonesia that lives in Surabaya. This study shows that work-life balance, job satisfaction, work motivation, and organizational commitment have a positive and significant effect on employee performance.

Keywords: Work-life Balance, Job Satisfaction, Work Motivation, Organizational Commitment, Employee Performance

THE IMPORTANT ROLE OF ENTREPRENEURSHIP EDUCATION IN ENCOURAGING INTENTION TO INNOVATE (CASE STUDY ON STUDENT BUSINESS PROJECT)

2023-12-04T16:26:32+08:00

One way to improve the Indonesian economy is to increase the number of entrepreneurs so that the number of businesses running is also increasing. But along with the increasing number of businesses in Indonesia, innovation is needed so that these businesses can survive in the market. This study aims to determine the relationship between personality traits and entrepreneurial learning that has been obtained on the intention or intention to innovate on the business project being run. The study sample size was 168 respondents. Researchers use Smart-PLS 4.0 software in data processing. The results of the study found that entrepreneurial education and personality traits have a significant impact on innovation intention. Personality traits will increase the influence of entrepreneurial education on innovation intention. This research is expected to be the basis for future research on innovation intention considering the lack of research that discusses it.

PENERAPAN METODE FUZZY SERVQUAL DAN IMPORTANCE PERFORMANCE ANALYSIS UNTUK PENGUKURAN KEPUASAN MAHASISWA TERHADAP KUALITAS LAYANAN PORTAL INSPIRE UNSRAT

2023-10-09T11:25:52+08:00

Abstract

The purpose of this research is to measure student satisfaction with the information provided by the Unsrat Inspire portal service using fuzzy servqual and Importance Performance Analysis (IPA) methods by conducting surveys through questionnaires. The stages of this research are starting from studying existing literature to become the basis for taking questionnaires, processing data to drawing conclusions.

From the results of the study, it was found that all statement attributes gave negative values, although not too large, which meant that students were still not satisfied with the inspire portal service. It can be seen from the table that the top five that get the biggest negative value are the security of student data on the Unsrat Inspire Portal (-0.57), the accuracy of announcement information on the Unsrat Inspire Portal (-0.57), making it easier for students to find exam schedules (-0.48), the accuracy of lecturer information provided to students through the Unsrat Inspire Portal (-0.46), and the features on the Unsrat Inspire Portal are complete (-0.45) while from the Importance & Performance Analysis diagram there are 2 service attributes that are in quadrant I which means that these attributes must improve their services.

Keywords: Inspire portal, integrated information system, fuzzy servqual, Important Performance Analysis.

ANALISIS PERBANDINGAN EFEKTIVITAS DAN KONTRIBUSI PAJAK REKLAME TERHADAP PENDAPATAN ASLI DAERAH (PAD) SEMUA KOTA DI PROVINSI SULAWESI UTARA

2023-12-11T22:34:49+08:00

Abstract. Local tax is a tax levied by the region based on tax regulations set by the region for the purpose of financing the local government's household. Billboard tax is one type of local tax. This study aims to determine the Effectiveness and Contribution of Billboard Tax to Local Original Revenue (PAD) of all cities in North Sulawesi Province, namely Manado City, Tomohon City, Kotamobagu City, and Bitung City. The analysis method used in this research is the analysis of the ratio of Effectiveness and Contribution, whose data is obtained from the results of interviews and documentation. The results showed that the effectiveness of billboard tax revenue from 2018-2022 at BPKAD Kotamobagu City and Bapenda Kota Bitung has been very effective, while at the Manado City Regional Revenue Office and BPKAD Tomohon City which are still ineffective in revenue billboard tax. Meanwhile, the level of billboard tax contribution to the original income of Kotamobagu City is still slightly better than Manado City, Tomohon City and Bitung City.

THE ROLE OF BRAND IMAGE AND PERCEIVED RISK ON THE ATTITUDE AND INTENTION TO USE PAYLATER SERVICES IN GENERATION Z.

2023-12-08T15:32:41+08:00

This study investigates the impact of Brand Image and Perceived Risk on Attitude and Intention to Use Paylater services among Generation Z in Indonesia's growing financial technology landscape. Paylater, a widely adopted service, facilitates cashless fulfilment of needs. This study focusing on Generation Z which domicile in Java Island Indonesia. The aim of this study is to elucidate Paylater's significance as an emerging financial solution, providing insights to manage user risks and enhance understanding of consumer decision-making processes. Data from 125 respondents collected via questionnaires and analysed using Partial Least Square (PLS), the study reveals significant associations that the existence of Brand Image has significant impact to attitude and attitude is significant to Intention to use Paylater. This path are the most important variables that has greatest value impact to influence Paylater’s intention to use. However, Brand Image's impact on Intention to use Paylater is insignificant. The existence of Perceived Risk significantly influences Attitude. The result also prove that brand image and perceived value are not directly significant to paylater’s intention to use.

PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KULINER TRADISIONAL (STUDI PADA KONSUMEN GEN Z DI KOTA TOMOHON)

2024-02-01T07:44:35+08:00

Marketing is a dynamic business activity because it always changes from time to time. In the current industrial era 4.0, marketing is required to adopt digitalization so that digital marketing is one of the strategies that need to be implemented. In digital marketing, there are several strategies used, including content marketing and influencer marketing. These two variables were examined in purchasing decisions for traditional culinary products with respondents being gen Z consumers who are a very tech-conscious generation. The ease of existing technology, with various platforms that feature interesting content and influencers to offer traditional culinary products should be able to increase positive purchases, especially among gen Z consumers. The results found that digital marketing measured through content marketing and influencer marketing variables

simultaneously influenced the purchasing decisions of Gen Z to buy traditional culinary in Tomohon City. Partially, it was found that informative, valuable, unique, and smart content marketing has a significant effect on purchasing decisions. Likewise, influencer marketing partially has a significant influence on purchasing decisions, where the influencers in question are influencers who meet the expectations of Gen Z, influencers who are able to help Gen Z decide on purchases, and influencers who are confident in promoting products.

STUDI KELAYAKAN BISNIS UNTUK PENGEMBANGAN PRODUK DEODORAN ORGANIK ROAST RELIEF

2024-01-29T08:34:02+08:00

Abstract. This research aims to conduct a business feasibility study related to the development of an organic deodorant product under the brand Roast Relief. The product is targeted to meet the increasing consumer demand for environmentally friendly and chemical-free personal care products. The research methodology involves market, technical, financial, and management analyses to evaluate the potential success of this product in the market. The market analysis includes market segmentation, consumer trend analysis, and competitor assessment. The results indicate a favorable opportunity for the Roast Relief organic deodorant product in the growing personal care segment. Technical analysis considers production aspects, distribution, and the availability of organic raw materials, with a focus on sustainability and product quality. The research findings indicate that the development of Roast Relief organic deodorant product has positive business potential. By capitalizing on consumer trends supporting eco-friendly products and enhancing quality of life, this product can be an attractive choice for consumers.

Abstrak. Penelitian ini bertujuan untuk melakukan studi kelayakan bisnis terkait pengembangan produk deodoran organik dengan merek Roast Relief. Produk ini diarahkan untuk memenuhi kebutuhan konsumen yang semakin meningkat terhadap produk perawatan pribadi yang ramah lingkungan dan bebas bahan kimia berbahaya. Metode penelitian yang digunakan melibatkan analisis pasar, teknis, keuangan, dan manajemen untuk mengevaluasi potensi keberhasilan produk ini di pasar. Analisis pasar mencakup identifikasi segmentasi pasar, analisis tren konsumen, dan penilaian pesaing. Hasilnya menunjukkan adanya peluang yang baik bagi produk deodoran organik Roast Relief di segmen pasar perawatan pribadi yang berkembang. Analisis teknis mempertimbangkan aspek produksi, distribusi, dan ketersediaan bahan baku organik. Keberlanjutan dan kualitas produk menjadi fokus utama dalam aspek ini. Hasil penelitian menunjukkan bahwa pengembangan produk deodoran organik Roast Relief memiliki potensi bisnis yang positif. Dengan memanfaatkan tren konsumen yang mendukung produk ramah lingkungan dan meningkatkan kualitas hidup, produk ini dapat menjadi pilihan yang menarik bagi konsumen.

PENGARUH TQM TERHADAP KEUNGGULAN BERSAING YANG DIMEDIASI OLEH RESOURCE BASED VIEW PADA PERUSAHAAN PENGOLAHAN IKAN DI KOTA BITUNG

2024-02-12T05:37:23+08:00

Abstract. Bitung City has the largest fishing industry in North Sulawesi. Fish processing companies in Bitung City are mostly fish exporting companies that are sent to various countries. This condition presents its own challenges because it allows companies to strive to have a competitive advantage. Implementing TQM (Total Quality Management) for export companies is a must. However, to be able to excel competitively requires unique entities within the company. RBV (Resource Based View) describes a company's ability to provide a competitive advantage in resource management that is difficult for competitors to imitate. The aim of the research is to determine the effect of TQM on Competitive Advantage with RBV as a mediating variable. Based on the test results using SmartPls4.0, the results show that TQM has a significant effect on competitive advantage, TQM also has a significant effect on RBV, RBV has a significant effect on Competitive Advantage and RBV has a significant effect as a variable that mediates the indirect effect between TQM and competitive advantage in fish processing companies in Bitung City

Abstrak. Kota Bitung memiliki industri perikanan terbesar di Sulawesi Utara. Perusahaan pengolahan ikan di Kota Bitung sebagian besar merupakan perusahaan pengekspor ikan yang dikirim ke berbagai negara. Kondisi ini memberikan tantangan tersendiri karena memungkinkan perusahaan berupaya agar bisa memiliki keunggulan bersaing. Penerapan TQM (Total Quality Management) terhadap perusahaan ekspor menjadi suatu keharusan. Namun untuk bisa unggul bersaing membutuhkan entitas-entitas unik dalam perusahaan. RBV (Resource Based View) menggambarkan kemampuan perusahaan untuk memberikan keunggulan kompetitif atas pengelolaan sumberdaya yang sulit ditiru oleh pesaing. Tujuan penelitian adalah untuk mengetahui pengaruh TQM terhadap Keunggulan Bersaing dengan RBV sebagai variabel mediasi. Berdasarkan hasil uji menggunakan SmartPls4.0 diperoleh hasil bahwa TQM berpengaruh signifikan terhadap keunggulan bersaing, TQM juga berpengaruh signifikan terhadap RBV, RBV berpengaruh sgnifikan terhadap Keunggulan Bersaing dan RBV berpengaruh signifikan sebagai variabel yang memediasi pengaruh tidak langsung antara TQM dan keunggulan bersaing pada perusahaan pengolahan ikan di Kota Bitung.

PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS NASABAH BRI DI KABUPATEN BULELENG

2024-01-08T15:42:51+08:00

Bank Rakyat Indonesia (BRI) has an important role in the Indonesian economy. Currently, BRI’s role is not only limited to providing conventional financial services, but also has a role in supporting financial inclusion, microeconomic growth, agricultural sector development, and community empowerment. BRI provides various service and transaction innovations to maintain customer loyalty. This research aims to examine the role of customer satisfaction in mediating service quality and trust in BRI customer loyalty in Buleleng Regency. The sample for this research was 80 BRI customers in the Buleleng area. The analysis used is path analysis. The independent variables are service quality, trust and customer satisfaction, while the dependent variable is customer loyalty. The results of this research show that service quality on customer loyalty through customer satisfaction shows a significant influence. For customer trust in customer loyalty through customer satisfaction, the results did not have a significant effect.

THE INFLUENCE OF PARENTAL SUPPORT DIMENSIONS IN SHAPING THE INTENTION TO CONTINUE THE FAMILY BUSINESS DAUGHTER SUCCESSORS WITH SELF-EFFICACY AS A MEDIATOR

2023-12-04T16:51:51+08:00

Abstract. The intention to continue the family business can be influenced in particular by parents. This study discusses the influence of parental support dimensions including Instrumental Assistance (IA) and Career-related modeling (CRM) in forming the intention to continue a family business that focuses on female successors with self-efficacy as mediation. Through this research, it is expected to be able to provide the latest views, especially girls, when in the family business. The sampling technique used was a purposive sampling technique on 195 girls aged at least 18 years who had contributed to the family business. This research was tested using SmartPLS 3.0 and JASP software. Through this study, the findings of this study indicate that both Instrumental Assistance (IA) and self-efficacy play significant roles in shaping a daughter's inclination to achieve success within the context of a family business. Unlike the previous Career-Related Modeling (CRM) based on specific studies indicate that self-efficacy does not serve as a mediating factor in the relationship between Career-Related Modelling and a daughter's intention to succeed in the family business.

Abstrak. Tujuan untuk melanjutkan bisnis keluarga dapat dipengaruhi khususnya oleh orang tua. Penelitian ini membahas tentang pengaruh dimensi dukungan orang tua meliputi Instrumental Assistance (IA) dan Career-related modeling (CRM) dalam membentuk niat untuk melanjutkan bisnis keluarga yang fokus pada penerus perempuan dengan efikasi diri sebagai mediasinya. Melalui penelitian ini diharapkan mampu memberikan pandangan terkini khususnya anak perempuan ketika terjun dalam bisnis keluarga. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling terhadap 195 anak perempuan berusia minimal 18 tahun yang pernah berkontribusi pada bisnis keluarga. Penelitian ini diuji dengan menggunakan software SmartPLS 3.0 dan JASP. Melalui penelitian ini, temuan penelitian ini menunjukkan bahwa baik Instrumental Assistance (IA) maupun self-efisiensi berperan penting dalam membentuk kecenderungan anak perempuan untuk mencapai kesuksesan dalam konteks bisnis keluarga. Berbeda dengan Career-Related Modeling (CRM) sebelumnya, berdasarkan penelitian tertentu menunjukkan bahwa self- efikasi tidak menjadi faktor mediasi dalam hubungan antara Career-Related Modeling dan niat anak perempuan untuk sukses dalam bisnis keluarga

PERAN MEDIA SOSIAL DALAM MEMBANGUN CITRA DESTINASI PARIWISATA YANG MENARIK

2023-12-13T13:41:14+08:00

Abstract. This study aims to investigate the role of social media in shaping the image of tourist destinations. Using a qualitative descriptive research method, the study highlights the shift in the paradigm of tourism marketing to social media platforms such as Instagram, Facebook, Twitter, and TikTok. The results indicate that social media enables destinations to build a personal and attractive image through strong narratives and visual content. Visualization on these platforms is crucial in shaping the allure of destinations. Storytelling is also found to play a crucial role in creating an authentic image and building emotional connections with tourists. The study identifies challenges such as reputation management and crisis mitigation in the use of social media. In conclusion, social media is not only a promotional tool but also a key element in creating the appeal of tourist destinations and building emotional relationships with users.

Abstrak. Studi ini bertujuan menyelidiki peran media sosial dalam membentuk citra destinasi pariwisata. Dengan metode penelitian kualitatif deskriptif, penelitian ini menyoroti pergeseran paradigma pemasaran pariwisata ke media sosial seperti Instagram, Facebook, Twitter, dan TikTok. Hasilnya menunjukkan bahwa media sosial memungkinkan destinasi membangun citra pribadi dan menarik melalui narasi kuat dan konten visual. Visualisasi di platform ini menjadi kunci dalam membentuk daya tarik destinasi. Storytelling juga ditemukan berperan penting dalam menciptakan citra autentik, membangun hubungan emosional dengan wisatawan. Studi mengidentifikasi tantangan seperti manajemen reputasi dan penanggulangan krisis dalam pemanfaatan media sosial. Kesimpulannya, media sosial bukan hanya alat promosi, tetapi juga elemen kunci dalam menciptakan daya tarik destinasi pariwisata dan membangun hubungan emosional dengan pengguna.

THE RELATIONSHIP OF CUSTOMER EXPERIENCE, CUSTOMER ENGAGEMENT, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY IN SHOPEE E-COMMERCE

2023-12-12T18:28:37+08:00

Abstract. The current rapid pace of information technology has changed people's way of shopping. People no longer need to leave the house to buy various necessities. One of the most popular e-commerce in Indonesia is Shopee. This research aims to find out the effect of customer experience on customer engagement and satisfaction in order to increase customer loyalty in Shopee e-commerce. This research was conducted quantitatively by distributing questionnaires to 257 respondents. The sampling technique uses a purposive sampling method with the criteria of making a purchase at Shopee at least once a month and being over 17 years old. Research data were analyzed using Structural Equation Modeling-Partial Linear Squares (SEM-PLS). Of the five proposed hypotheses, four were accepted, while one, namely H3, asserting that 'involvement positively affects customer satisfaction,' was rejected. To achieve customer loyalty, companies must be able to provide satisfaction to their customers through involvement in interacting with the company and providing an impressive experience while using the company's services and products.

Abstrak. Pesatnya perkembangan teknologi informasi saat ini telah mengubah cara masyarakat dalam berbelanja. Masyarakat tidak perlu lagi keluar rumah untuk membeli berbagai kebutuhan. Salah satu e-commerce terpopuler di Indonesia adalah Shopee. Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman pelanggan terhadap keterlibatan dan kepuasan pelanggan guna meningkatkan loyalitas pelanggan pada e-commerce Shopee. Penelitian ini dilakukan secara kuantitatif dengan menyebarkan kuesioner kepada 257 responden. Teknik pengambilan sampel menggunakan metode purposive sampling dengan kriteria melakukan pembelian di Shopee minimal sebulan sekali dan berusia di atas 17 tahun. Data penelitian dianalisis menggunakan Structural Equation Modeling-Partial Linear Squares (SEM-PLS). Dari lima hipotesis yang diajukan, empat hipotesis diterima, sedangkan satu hipotesis yaitu H3 yang menyatakan bahwa 'keterlibatan berpengaruh positif terhadap kepuasan pelanggan' ditolak. Untuk mencapai loyalitas pelanggan, perusahaan harus mampu memberikan kepuasan kepada pelanggannya melalui keterlibatan dalam berinteraksi dengan perusahaan dan memberikan pengalaman yang mengesankan selama menggunakan jasa dan produk perusahaan.

PENGARUH KINERJA CSR DAN BOARD SIZE TERHADAP KINERJA PERUSAHAAN

2023-12-26T17:39:41+08:00

Based on agency and stakeholder theories, this study will investigate how CSR performance and board size affect firm performance. The market measurements used are stock returns and stock trading volume of banking companies incorporated in the IDX. Operationally, this study uses a sample of 32 banking companies listed on the Indonesia Stock Exchange from 2018 to 2022 to see if company performance is affected by CSR performance and board size. Based on the characteristics and structure of panel data, this study uses a panel regression analysis of 160 observations (company-years). In addition, the common-effects model (CEM) is also used for the analysis. The results show that CSR performance and board size do not affect firm performance, measured by stock returns. The CSR performance variable has no influence on firm performance as measured by trading volume. However, the board size variable in this finding has an effect on firm performance measured using trading volume. This indicates that in the context of this study, these factors are not the main determinants of firm performance based on stock returns and trading volume.

SYSTEMATIC LITERATURE REVIEW: SOSIAL MEDIA ORGANIK UNTUK MENDORONG BRAND AWARENESS

2023-12-11T15:49:09+08:00

Abstract: Generic or organic means content that is not paid for by outside stakeholders, created by the brand, but can increase visibility when consumers share it with others. The purpose of this study is to first analyze the potential of organic social media (SMO) to drive brand awareness so that it can further increase sales through social media platforms. Second, what barriers occur in organic social media marketing. By conducting a systematic literature review, this article provides aspects of organic marketing to encourage consumer awareness of a brand. The method used applied Systematic Literature Review (SLR). Based on the systematic literature review, the researcher found 7 final samples out of 304 total articles. The findings show that organic (unpaid) social media can increase visibility when consumers share with others. Organic social media is basically preferred for awareness purposes. Organic social media if used effectively and applying the right strategy, can be a powerful tool for brands to expand the reach of organic posts and increase opportunities for interaction with targets.

PENGARUH CUSTOMER SATISFACTION TERHADAP BRAND LOYALTY DENGAN FINANCIAL LITERACY SEBAGAI MODERATOR (STUDI KASUS DI LLS COFFEE)

2023-12-30T09:21:34+08:00

Customer satisfaction is the most important thing in terms of consumer loyalty to a brand. With the financial literacy of Indonesian society still being very small, will the relationship between customer satisfaction and brand loyalty be strengthened or weakened. The research method used in this research is a quantitative research method by distributing questionnaires. The sample from this research was 101 respondents (Generation Z). The data was processed using the IBM SPSS 26 application. The results of this research are that customer satisfaction influences brand loyalty by 34.3%. financial literacy influences brand loyalty by 2.8%. However, financial literacy as a moderation is not able to moderate the influence of customer satisfaction on brand loyalty with an influence of 35.8%.

IMPLEMENTATION MULTI-CRITERIA DECISION MAKING FOR SUPPLIER SELECTION ALUMINUM INGOT IN CV. SL

2023-12-12T21:34:57+08:00

The purpose of this study is to determine the priority order of the criteria, sub- criteria, then determine which suppliers CV SL company can choose. The population in this study is the decision maker and management of CV SL.The sampling technique used was purposive sampling in order to obtain 7 people. The data analysis technique in this study used the Analytical Hierarchy Process (AHP), while the analytical tool used was expert choice 11. The results of the analysis of this study obtained the importance weight of the criteria with the first priority is quality (0.34), price (0.26) , availability (0.15), delivery (0.12), performance history (0.07), warranty & complaint service (0.06). Meanwhile, the results of the assessment of the importance of alternatives in supplier selection show that the LN supplier (0.0786) has the highest weight, the two IS suppliers (0.0760), the three MJ suppliers (0.0733), the four TL suppliers (0.0711), the fifth supplier FI (0.0703), the sixth supplier LM (0.0684). The results of this calculation can be used by the company as a consideration in determining the next supplier selection policy.

NAVIGATING CORPORATE BRAND CRISIS MANAGEMENT IN THE NETWORK ENVIRONMENT: AN IN-DEPTH ANALYSIS

2023-12-27T19:24:51+08:00

Abstract. This research immerses itself in Indonesia's dynamic network landscape during the transformative Internet era. Geographically centered, it provides nuanced insights into brand crisis management within the local cultural and regulatory context, utilizing big data analytics to explore public sentiment during brand crises through online channels. The temporal focus on 2023 allows a detailed analysis of crisis impacts and evolving management strategies in Indonesia. Real-time data collection ensures immediate scrutiny of post-crisis public responses on social media, illuminating sentiment dynamics within the local online ecosystem. While rooted in Indonesia, the research aims to contribute globally, offering insights applicable across regions and industries. Focusing on case studies from Chinese and Indonesian firms over the last five years ensures relevance, comparability, and a robust analytical foundation for effective brand crisis management.

Abstrak Penelitian ini mengeksplorasi ekosistem daring yang dinamis di Indonesia dalam era Internet transformatif. Penelitian berfokus secara geografis, memberikan perspektif berbeda mengenai manajemen krisis pada sebuah brand dalam konteks budaya dan peraturan lokal, memanfaatkan analisis big data untuk mengeksplorasi sentimen publik selama krisis brand terjadi melalui saluran daring. Fokus temporal pada tahun 2023 memungkinkan analisis rinci mengenai dampak krisis dan strategi pengelolaan yang berkembang di Indonesia. Pengumpulan data secara real-time memastikan pengawasan langsung terhadap tanggapan masyarakat pasca krisis di media sosial, sehingga memperjelas dinamika sentimen dalam ekosistem daring lokal. Meskipun penelitian ini berbasis di Indonesia, penelitian ini bertujuan untuk berkontribusi secara global dan memberikan wawasan yang dapat diterapkan di berbagai wilayah dan industri. Berfokus pada studi kasus perusahaan Tiongkok dan Indonesia selama lima tahun terakhir memastikan relevansi, komparabilitas dan landasan analitis yang kuat untuk manajemen krisis pada sebuah brand yang efektif.

STUDI EKSPLORASI PENGALAMAN PEKERJA GENERASI Z TERKAIT PHK MASSAL

2024-02-12T21:35:37+08:00

This study is motivated by the prevalent issue of mass layoffs within the start-up landscape, where the inherently volatile nature of start-ups often leads to precarious working conditions. Start-ups, driven by the pursuit of innovation and rapid growth, frequently resort to mass layoffs as a cost-cutting strategy, leaving employees in a precarious position. This research endeavors to investigate the multifaceted challenges encountered by Generation Z “survivors” in the Indonesian start-up ecosystem following mass layoffs. It seeks to comprehend the emotional, psychological, and social consequences of these layoffs, as well as the broader issue of job precarity affecting this demographic. This study employed a qualitative research methodology, primarily involving in-depth interviews with 13 Generation Z survivors. This study involving in-depth interviews with affected Generation Z employees. This approach facilitates a profound and interpretative understanding of the nuanced perspective on the emotional consequences experienced by Generation Z employees post mass layoffs in the start-up environment in Indonesia.

PENGARUH SERVICE QUALITY, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PENGGUNAAN MASKAPAI CITILINK DI INDONESIA

2023-12-27T15:58:46+08:00

Aviation companies are a service industry that drives the national economy through air transportation services. This industry is the third most affected by Covid-19 in the transportation sector. The decline in demand, travel restrictions, and state regulations have changed passengers' perceptions or perspectives regarding air transportation through service quality, brand image, brand trust, and usage decisions of airline passengers. This research aims to determine the response and influence of changes in passenger perceptions or perspectives regarding air transportation through service quality, brand image and brand trust on the decision to use Citilink airline in Indonesia after the Covid-19 pandemic. This type of research is quantitative with a descriptive approach involving 420 airplane passengers who used Citilink in Indonesia after the pandemic. The sampling technique in this research uses non-probability sampling, which is processed using SmartPLS 3.2.9 This research proves that service quality, brand image and brand trust have a positive and significant influence at various levels on the decision to use Citilink airline in Indonesia with consumer perceptions which can be categorized as good.

PENGARUH JOB RESOURCES TERHADAP WORK ENGAGEMENT MELALUI BURNOUT

2024-01-24T16:48:19+08:00

ABSTRAK

Tujuan penelitian ini adalah untuk menunjukkan pengaruh sumber daya kerja terhadap keterikatan kerja melalui burnout sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan sampel karyawan produksi PT. Kelompok Cemerlang Plastindo beranggotakan 48 orang. Teknik pengambilan sampel penelitian menggunakan sampel jenuh. Metode analisis data dalam penelitian ini menggunakan analisis parsial. Perangkat lunak yang digunakan adalah SmartPLS versi 4.0. Penelitian menunjukkan bahwa burnout tidak mempengaruhi work engagement. Sumber daya pekerjaan tidak berpengaruh terhadap kelelahan. Sumber daya ketenagakerjaan mempengaruhi keterlibatan kerja. Oleh karena itu, upaya untuk meningkatkan sumber daya ketenagakerjaan mungkin merupakan strategi yang efektif untuk meningkatkan keterlibatan kerja karyawan tanpa secara langsung mengatasi kelelahan. Hasil penelitian diharapkan dapat berkontribusi dalam pengembangan strategi pengelolaan sumber daya manusia yang lebih efektif untuk meningkatkan work engagement karyawan.

Kata Kunci: Sumber Daya Pekerjaan, Keterikatan Kerja, Burnout

PENGARUH PERFORMANCE EXPECTANCY, EFFORT EXPECTANCY, SOCIAL INFLUENCE, FACILITATING CONDITIONS, HEDONIC MOTIVATION, PRICE VALUE DAN HABIT TERHADAP CUSTOMER ACCEPTANCE (STUDI PADA PENGGUNA LAYANAN MAXIM DI KOTA BANDUNG)

2024-01-04T12:22:11+08:00

Abstract. Transportation is one of the important and commonly used things in the modern era like today. In this era of Globalization, as the population increases, transportation is very popular to meet human needs to carry out their activities. Globalization itself has a big impact in this case technology that makes it easier for people to get to a place without the hassle of going to a public transportation terminal. One of the transportation services in Indonesia is ride hailing. Various kinds of ride hailing in Indonesia, making competition quite high among online transportation. Maxim comes with something different to offer. The purpose of this study was to determine how the influence of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Habit on Customer Acceptance on Maxim service users in Bandung City both partially and simultaneously. This research data collection through distributing questionnaires and using quantitative data analysis. Sampling was carried out using nonprobability sampling method with purposive sampling technique.

Abstrak. Transportasi merupakan salah satu sesuatu yang penting dan biasa digunakan di era Modern seperti saat ini. Di era Globalisasi ini, seiring bertambahnya jumlah penduduk, transportasi begitu sangat di gemari guna memenuhi kebutuhkan manusia untuk menjalankan kegiatannya. Globalisasi sendiri membawa dampak yang besar dalam hal ini teknologi yang memudahkan masyarakat dalam menuju suatu tempat tanpa perlu repot menuju ke terminal transportasi umum. Salah satu jasa transportasi di Indonesia adalah ride hailing. Berbagai macam ride hailing di Indonesia, menjadikan persaingan yang cukup tinggi di kalangan transportasi online. Maxim hadir dengan menawarkan sesuatu yang berbeda. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh dari Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value dan Habit Terhadap Customer Acceptance pada pengguna layanan Maxim di Kota Bandung baik secara parsial maupun secara simultan. Pengumpulan data penelitian ini melalui penyebaran kuesioner serta menggunakan analisis data kuantitatif. Pengambilan sampel dilakukan dengan menggunakan metode nonprobability sampling dengan teknik purposive sampling.

KNOWLEDGE WORKER PRODUCTIVITY DI PT TRIKAYARASA JAYA FOOD: PERAN KNOWLEDGE MANAGEMENT MELALUI KEMAMPUAN ADAPTASI DAN KEPUASAN KERJA KARYAWAN

2024-01-29T10:58:41+08:00

This research aims to provide an overview of the relevance of knowledge management to knowledge worker productivity which is also mediated by employee adaptability and job satisfaction. This research uses a quantitative approach with PT Trikayarasa Jaya Food Sidoarjo as the object. The research data collection technique uses purposive sampling. And using 70 PT Trikayarasa Jaya Food employees as samples. The data obtained came from filling out a questionnaire which was processed with SmartPLS 4.0. From the results of this research it can be concluded that knowledge management has an effect on knowledge worker productivity, knowledge management has an effect on adaptability, adaptability has an effect on knowledge worker productivity, knowledge management has an effect on job satisfaction, job satisfaction has no effect on knowledge worker productivity, adaptability and satisfaction work has a full mediating role in the influence of knowledge management on knowledge worker productivity.

PENGARUH CUSTOMER SERVICE DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN AL AZIZIAH TOUR AND TRAVEL

2024-02-08T14:36:23+08:00

After the end of the Covid-19 pandemic, the world economy began to show signs of improvement with economic growth in various countries. The economic growth then triggered business development in Indonesia which occurred in various sectors, including the tourism and service sectors such as Hajj and Umrah travel agency companies. With such high competition, Umrah travel organizers need an appropriate way to compete. One of the efforts that can be carried out to compete is to improve the quality of marketing. In obtaining consumers, one of the crucial aspects to keep in mind is the buying interest of Umrah pilgrims, because it can play a role in the success of the Umrah travel agency business. One of the aspects that have an impact on buying interest is service quality, including the customer service section or more commonly referred to as customer service and verbal word of mouth communication or commonly referred to as word of mouth. This study was conducted on Al Aziziah Tour and Travel. Al Aziziah Tour and Travel is a travel agency that organizes umrah in Indonesia. It was founded in 2013 and is headquartered in Bekasi. The purpose of this study is to examine the influence of customer service and word-of-mouth on Al Aziziah's customer purchase intention. A quantitative approach based on a descriptive causal research type was used in this investigation. A total of 325 participants were polled using a non-probability sampling technique. Descriptive statistics and multiple linear regression were employed for data analysis. The data were processed using SPSS Version 23 software. The findings revealed that the customer service factor exhibited a positive and noteworthy impact on purchase intention, with a significance level of 0.000, indicating its significance at a 5% level of significance. The t-value of 7.122 surpassed the t-table value of 1.967. Similarly, the word-of-mouth variable demonstrated a positive and significant influence on purchase intention, with a significance level of 0.000, also surpassing the t-table value with a t-value of 7.435. When considered simultaneously, both customer service and word of mouth significantly affected purchase intention, with a significance level of 0.000 and an F-value of 171.302, exceeding the F-table value of 3.0237. The combined influence of the independent variables, word of mouth, and customer service, accounted for 51.6% of the variation in purchase intention, while the remaining 48.4% was attributed to unexamined factors in this research.

PENGARUH SOFT SKILL, HARD SKILL DAN MEDIASI BUDAYA ORGANISASI TERHADAP KAPABILITAS INOVASI DOSEN

2024-03-16T11:58:28+08:00

This research aims to measure the influence of soft skills and hard skills on the innovative abilities of lecturers at Nahdlatul Ulama University Sidoarjo which is mediated by organizational culture. Implementing a type of quantitative research using purposive sampling by distributing questionnaires to PGSD lecturers at Nahdlatul Ulama University Sidoarjo which are then processed using SmartPLS. From the research results, it is known that soft skills have no effect on lecturers' innovation capabilities. Hard skills have no effect on lecturers' innovation capabilities. Lecturers' innovation capabilities influence organizational culture. The phenomenon in this research is how lecturers increase creativity and create new learning ideas that can enrich students' learning experiences.

PENGARUH AUDIT REPORT LAG DAN KUALITAS AUDIT TERHADAP AUDITOR SWITCHING (STUDI EMPIRIS PADA PERUSAHAAN YANG TERCATAT DI INDEKS KOMPAS 100 BURSA EFEK INDONESIA TAHUN 2020-2022)

2024-03-17T16:21:59+08:00

This research aims to examine the effect of audit report lag and audit quality on auditor switching among companies listed in the Kompas 100 Index of the Indonesia Stock Exchange for the years 2020-2022. With a quantitative approach and utilizing secondary data, this research successfully gathered samples from 51 companies, representing a total of 153 data samples, from the entire population of 100 companies, through purposive sampling technique. The analytical method employed in this research is logistic regression analysis. According to the results, the Nagelkerke R Square of 0.061 indicates that audit report lag and audit quality can only explain 6.1% of the influence on auditor switching, while 93.9% is influenced by other variables outside of this study. The findings shows that neither audit report lag nor audit quality significantly affects auditor switching, both partially or simultaneously.

Keywords: Audit Report Lag, Audit Quality, Auditor Switching

THE INFLUENCE OF GREEN MARKETING, PRODUCT QUALITY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY FOR GARNIER FACIAL CLEANSER PRODUCTS (Study of Customers in the City of Surabaya)

2024-01-30T10:29:12+08:00

This research aims to analyze the influence of green marketing, product quality and customer satisfaction on customer loyalty for Garnier facial cleanser products in the city of Surabaya. The population of this study are customers who have used or repurchased Garnier facial cleansing products more than once. The sample used was 150 respondents using purposive sampling technique. The data collection technique uses the questionnaire distribution method. And the data was processed using SPSS with the multiple linear regression analysis testing method. The results of the F test show that simultaneously the independent variables green marketing, product quality and customer satisfaction have a significant effect on customer loyalty. Meanwhile the t test results show empirical evidence that; a) partially the green marketing variable (X₁) and customer satisfaction variable (X₃) have a positive and significant effect on customer loyalty (Y); b) partially the product quality variable (X₂) has a positive but not significant effect on customer loyalty (Y).

IMPLEMENTASI PENGUJIAN MODEL TAM PADA APLIKASI QRIS MERCHANT: STUDI EMPIRIS DI KOTA BENGKULU

2024-01-13T12:16:18+08:00

The increased adoption of QRIS by merchants, serving as an innovative and efficient payment alternative, holds the potential to support the GNNT and facilitate the transition towards a cashless society. While the provision of QRIS by merchants yields numerous benefits, not all users readily embrace its utilization. This research aims to gauge the acceptance of QRIS implementation by merchants, employing the TAM for testing. The study population consists of traders utilizing QRIS in Bengkulu City. Utilizing SEM analysis with Smart PLS 4 on a sample size of 128 participants, this research scrutinizes merchant acceptance of QRIS by examining perceived usefulness, perceived ease of use, attitudes towards using, and actual use. Empirical findings reveal that perceived usefulness and perceived ease of use exert a partially positive and significant impact on attitudes toward using. Additionally, perceived usefulness exhibit a positive and significant effect on actual use. Conversely, perceived ease of use demonstrates a positive but nonsignificant effect on actual use. The research also underscores that attitudes towards usage positively and significantly influence actual usage. Ultimately, the acceptance of QRIS by merchants is shaped by the perceived usefulness and ease of use, with attitudes playing a pivotal role in determining overall aceptance.

THE INFLUENCE OF SOCIAL MEDIA CONTENT ON INTENTION TO RECOMMEND THROUGH ONLINE ENGAGEMENT AS A MEDIATING VARIABLE ON MANDARIN LANGUAGE TEACHING CONTENT VIA INSTAGRAM FOR GENERATIONS Y AND Z IN INDONESIA

2024-02-20T09:55:32+08:00

The aim of this research is to test and analyze the influence of social media content including the Language Style, Interesting Content, Useful Content and Unique Image Content Characteristic factors on Online Engagement as a mediator which then influences the Intention to Recommend factor after previously being influenced by Emotional Response of Language as a mediator to users of Mandarin language teaching content via Instagram XYZ to generations Y and Z in Indonesia. Testing of this research model, which was modified from previous research, was carried out quantitatively with survey data. Data was obtained from generations Y and Z in Indonesia who are followers of Instagram XYZ. This research method is a quantitative survey, with cross sectional data. Respondent data was taken using purposive sampling with a questionnaire distributed online. 178 samples were obtained that met the requirements for analysis using PLS-SEM. The research results show that the four social media content variables have a strong influence on Online Engagement activities, while the two strongest variables are Unique Image Content Characteristic and Useful Content. Then the Online Engagement factor which is moderated by the Emotional Response of Language factor is able to influence the Intention to Recommend of generations Y and Z in Indonesia.

MELAMPAUI KRISIS: DINAMIKA KINERJA KEUANGAN, INDEKS KEBANGKRUTAN ALTMAN, DAN TRANSFORMASI NILAI PERUSAHAAN

2024-02-01T23:29:41+08:00

ABSTRACT

This research aims to examine the impact of Financial Performance on Firm Value by incorporating the Bankruptcy Index as a moderating variable. Data were obtained from the financial reports of eight companies in the pulp and paper sector through the Indonesia Stock Exchange website, utilizing purposive sampling. The analysis employed SmartPLS 3 in a quantitative approach. The research findings indicate that Financial Performance has a positive and significant impact on Firm Value, whereas the Bankruptcy Index has a significant negative impact on Firm Value. The Bankruptcy Index, as a moderating variable, does not significantly weaken the influence of Financial Performance on Firm Value. This study contributes to the understanding of the relationship between Financial Performance, Firm Value, and the moderating role of the Bankruptcy Index in the pulp and paper industry. Practical implications support companies in designing more effective financial strategies. Research limitations include the sample size and a focus on a specific industry sector, highlighting the need for further research in diverse industrial contexts for a more comprehensive understanding.

Keywords: Financial Performance, Bankruptcy Index, Corporate Value

THE EFFECT OF PERFORMANCE EXPECTANCY, PERCEIVED NEED, PERCEIVED VALUE AND PERCEIVED EASE OF USE ON PATIENT SATISFACTION AND CONTINUANCE INTENTION IN THE HALODOC TELEMEDICINE SERVICE APPLICATION IN JABODETABEK IN 2023

2024-01-26T22:35:06+08:00

Abstract. Telemedicine is a fast-growing solution in healthcare equity efforts, with the most widely used application in Indonesia is the Halodoc app. Despite its great potential, user satisfaction with this application can affect users' continuance intention in using it. This study aims to analyze the impact of performance expectancy, perceived need, perceived value, perceived ease of use, on patient satisfaction and continuance intention of using the Halodoc app. Data from online questionnaires filled in by 312 respondents were collected and analyzed by Structural Equation Modeling method using SmartPLS 4.0.The results showed that expectancy, perceived need, perceived value, and perceived ease of use influence patient satisfaction positively and significantly. Performance expectancy, perceived need, perceived value, perceived ease of use, and patient satisfaction influence continuance intention positively and significantly

Abstrak. Telemedis merupakan solusi yang berkembang pesat dalam upaya pemerataan layanan kesehatan, dengan aplikasi yang paling banyak digunakan di Indonesia adalah aplikasi Halodoc. Meskipun potensinya besar, kepuasan pengguna terhadap aplikasi ini dapat mempengaruhi niat pengguna untuk terus menggunakannya. Penelitian ini bertujuan untuk menganalisis pengaruh ekspektasi kinerja, persepsi kebutuhan, persepsi nilai, persepsi kemudahan penggunaan, terhadap kepuasan pasien dan niat untuk terus menggunakan aplikasi Halodoc. Data kuesioner online yang diisi oleh 312 responden dikumpulkan dan dianalisis dengan metode Structural Equation Modeling menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa ekspektasi, kebutuhan yang dirasakan, nilai yang dirasakan, dan persepsi kemudahan penggunaan berpengaruh positif dan signifikan terhadap kepuasan pasien. Ekspektasi kinerja, kebutuhan yang dirasakan, nilai yang dirasakan, persepsi kemudahan penggunaan, dan kepuasan pasien mempengaruhi niat melanjutkan secara positif dan signifikan

ANALISIS BIBLIOMETRIK INVESTASI ASING LANGSUNG TERKAIT PENELITIAN PARIWISATA BERBASIS DATABASE ILMIAH SCOPUS

2024-03-06T17:52:13+08:00

This paper aims to analyse scientific research trends on Foreign Direct Investment (FDI) through bibliometric studies. This paper extensively investigates all articles published through Scopus regarding FDI in the Tourism context. The author found 275 papers that met the function, subject, and requirements using the phrases Foreign Direct Investment (FDI) and Tourism. The author used Vos Viewer as an analysis tool and the Scopus website database was chosen as the research data source. Publications related to the FDI concept found in the 2013-2023 period based on the Scopus index database showed a significant increase in 2019. As economic globalization continues to develop, interest in foreign direct investment (FDI) has also increased. The highest number of publications in the last ten years occurred in 2023. Judging from the country of origin of the publications, China is the leading country in terms of the number of authors, universities, number of documents, citations and research collaborations related to FDI. Current research trends are summarized into four cluster maps that can illustrate future research directions: Economic Analysis, air transportation, environmental policy, and economic growth. The approach taken by Zupic & Čater conceptually influences the framework for building dimensions and indicators used to measure FDI. The author only focuses on collecting publication data from the Scopus database, so research with other data sources may produce different research patterns to this FDI bibliometric research. This research presents a concise overview of bibliometric studies on FDI and provides recommendations for future research directions in mapping theme and subtheme clusters. Currently, research examining FDI in the context of tourism is still very limited, specially complete insights regarding the literature review of FDI in the export context.

Key Words : Analisis Bibliometrik, Foreign Direct Investment, Tourism, Scopus, Vos viewer.

ANALISIS STRATEGI BLUE OCEAN “PT HANJAYA MANDALA SAMPOERNA TBK”

2024-01-14T16:32:22+08:00

Abstract. This research aims to analyze the blue ocean strategy at PT Hanjaya Mandala Sampoerna Tbk. The amount of competition and government policies pose challenges to companies operating in the cigarette industry. PT Hanjaya Mandala Sampoerna Tbk as one of the market leaders continues to innovate to answer market needs. Existing strategies will be further developed so they can compete in new markets. The method in this research uses surveys and literature studies to understand, research and learn about the strategies used by PT Hanjaya Mandala Sampoerna Tbk. The research results show that the blue ocean strategy can increase service user satisfaction, create new market segments, and provide completeness for products and services from PT Hanjaya Mandala Sampoerna Tbk. Implementation of the strategy will provide positive benefits for cigarette companies to be more competitive in new markets and become a sustainable business. Therefore, it is hoped that this research can contribute to understanding and implementing the blue ocean strategy in cigarette companies in Indonesia

Abstrak. Penelitian ini bertujuan untuk menganalisis strategi blue ocean pada PT Hanjaya Mandala Sampoerna Tbk. Besarnya persaingan serta kebijakan-kebijakan pemerintah memberi tantangan pada Perusahaan yang bergerak pada industri rokok. PT Hanjaya Mandala Sampoerna Tbk sebagai salah satu market leader terus berinovasi untuk menjawab kebutuhan pasar.Strategi-strategi yang sudah ada akan lebih dikembangkan sehingga dapat berkompetisi pada pasar yang baru. Metode dalam penelitian ini menggunakan survei dan studi literatur untuk memahami, meneliti, dan mempelajari mengenai strategi-strategi yang digunakan oleh PT Hanjaya Mandala Sampoerna Tbk. Hasil penelitian menunjukkan bahwa strategi blue ocean dapat meningkatkan kepuasan pengguna layanan, membuat segmen pasar yang baru, dan memberikan kelengkapan bagi produk dan layanan dari PT Hanjaya Mandala Sampoerna Tbk. Implementasi strategi yang dilakukan akan memberikan keuntungan positif bagi Perusahaan rokok untuk lebih berkompetitif pada pasar yang baru dan menjadi bisnis yang berkelanjutan. Oleh karena itu, penelitian ini diharapkan dapat memberikan kontribusi dalam memberikan pemahaman dan penerapan dari strategi blue ocean pada Perusahaan rokok di Indonesia.