MAJALAH ILMIAH EKONOMI & PEMBANGUNAN

Strategi Pemasaran Digital UMKM Kuliner Korea Kaepjjang.id dalam Meningkatkan Brand Awareness di Media Sosial Instagram

Sekar Ayu Puspita — 2025-12-19

This research discusses the digital marketing strategy implemented by Kaepjjang.id, a Korean culinary SME, in enhancing brand awareness through Instagram. One of the main challenges faced by SMEs in Indonesia is inconsistency in content creation and underutilization of Instagram’s interactive features. This condition leads to low audience engagement and ineffective brand awareness improvement. This research uses a descriptive qualitative method through a literature study of books and scholarly articles published between 2015-2025, focusing on digital marketing, SMEs, social media, and brand awareness. The findings indicate that Kaepjjang.id's strategy covers three main aspects: strengthening visual identity through K-Food aesthetics that combine Korean culture with local tastes, maintaining continuous digital interaction by implementing content patterns that foster closer relationships with the audience, and optimizing Instagram features such as Reels, Stories, and Highlights to increase brand recall. These findings support Aaker’s (1991) theory, which emphasizes that repeated and interactive digital experiences can build emotional connections with consumers. This research produces a digital marketing strategy model that can be applied to themed culinary SMEs, emphasizing the importance of cultural adaptation, authentic visual narratives, and active customer engagement in building brand image and credibility.

Pengaruh Inovasi Produk Terhadap Kinerja Bisnis Umkm Kuliner

Azizan Nur Abdurrauf — 2025-12-19

Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk terhadap kinerja bisnis pada UMKM kuliner. Inovasi produk merupakan salah satu strategi penting dalam menghadapi persaingan pasar, terutama bagi UMKM yang memiliki keterbatasan sumber daya namun dituntut mampu memberikan nilai tambah bagi konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 60 pelaku UMKM kuliner di wilayah [isi sesuai lokasi penelitian]. Instrumen pengumpulan data berupa kuesioner terstruktur yang mengukur dimensi inovasi produk, seperti pengembangan varian produk, penambahan fitur atau kualitas, serta respons terhadap preferensi konsumen, serta kinerja bisnis yang mencakup pertumbuhan penjualan, pangsa pasar, dan profitabilitas. Data dianalisis menggunakan regresi linier sederhana untuk mengetahui pengaruh inovasi produk terhadap kinerja bisnis UMKM kuliner. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap kinerja bisnis, yang mengindikasikan bahwa semakin tinggi tingkat inovasi produk yang diterapkan, semakin baik kinerja bisnis UMKM kuliner. Temuan ini menyarankan pentingnya strategi inovasi yang terencana bagi UMKM untuk mempertahankan daya saing dan meningkatkan keberlanjutan bisnis

Analisis Strategi Komunikasi Bisnis Efektif bagi Meningkatkan Kepercayaan Konsumen pada UMKM Ambu Cake

Alya Marwa Fatin Syaviqo — 2025-12-19

Consumer trust is a strategic asset for the sustainability of micro, small, and medium enterprises (MSMEs), particularly in the culinary sector, which is characterized by high levels of competition and product homogeneity. This study aims to examine in depth the business communication strategies implemented by Ambu Cake MSME to build and maintain consumer trust. This research adopts a qualitative, descriptive approach. Data collection was conducted through in-depth interviews with the business owner, observations of marketing communication activities, and document analysis of social media content and customer reviews. Data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawing. The findings reveal that clarity in delivering product information, consistent use of digital media, persuasive interpersonal communication, and positive business image management play an important role in enhancing consumer trust. These results confirm that well-planned and sustainable business communication strategies are a key factor in fostering customer loyalty among MSMEs.

Analisis Prediksi Financial Distress Menggunakan Model Altman Z-Score, Springate, dan Zmijewski Pada PT. Century Textile Industri Tbk (CNTX) Periode 2020-2024

Lailatus Sa'adah — 2025-12-20

This study aims to analyze and predict the potential for financial distress at PT. Century Textile Industri Tbk (CNTX) during the 2020-2024 period using three different prediction models. The research method used is descriptive quantitative, utilizing secondary data in the form of audited annual financial reports. The results show consistency between the Altman and Zmijewski models, which state that the company is in a healthy condition with a low risk of bankruptcy. Both models have proven effective as early detection tools for managing the company's liquidity performance and profitability on an ongoing basis.

Analisis Faktor-Faktor Yang Mempengaruhi Modal Kerja Pada Perusahaan PT Mayora Indah Tbk. (Periode 2020-2024)

Arinda Islamiyah — 2026-01-08

This study aims to analyze the influence of internal and external factors on working capital at PT Mayora Indah Tbk during the 2020–2024 period. Internal factors examined include operating cash flow, inventory turnover, receivables turnover, and profitability as measured by Return on Assets (ROA). Meanwhile, external factors consist of inflation and interest rates. This research employs a descriptive quantitative approach using secondary data derived from the company’s annual financial statements and relevant macroeconomic indicators. Data analysis is conducted through financial ratio calculations and numerical evaluation to assess the impact of each variable on the company’s working capital condition. The findings indicate that the working capital of PT Mayora Indah Tbk is influenced by both internal and external factors, where fluctuations in operating cash flow and efficiency in managing current assets play a crucial role in maintaining working capital stability. The results are expected to contribute theoretically to financial management studies and practically support managerial decision-making related to effective working capital management..