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All Journal Primanomics : Jurnal Ekonomi & Bisnis Jurnal Review Pendidikan dan Pengajaran (JRPP) eCo-Buss Community Development Journal: Jurnal Pengabdian Masyarakat Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) Jurnal Abdimas Bina Bangsa Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Jurnal Ekonomi Indonesian Collaboration Journal of Community Services (ICJCS) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Abdi-Dharma KREATIF: Jurnal Pengabdian Masyarakat Nusantara EMaBi: Ekonomi Dan Manajemen Bisnis SWARNA National Conference on Applied Business, Education & Technology (NCABET) Malcom: Indonesian Journal of Machine Learning and Computer Science

Sonny Santosa

Universitas Buddhi Dharma

Author-ID : 3334944

Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

Published : 23 Documents Claim Missing Document

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Articles

Title

Kepuasan Konsumen Pengguna Kecap Merek ”S.H. D/H Siong Hin” Sebagai Icon Ekonomi Masyarakat Benteng-Tangerang Sonny Santosa
eCo-Buss Vol. 1 No. 3 (2019): Global Competition
Publisher : Komunitas Dosen Indonesia

Kepuasan konsumen merupakah hal utama yang ingin dicapai oleh pemilik usaha/bisnis. Karena dengan kepuasan konsumen inilah maka entitas keberadaan sebuah usaha/bisnis dapat terus dipertahankan. Hal inilah yang mendasari pertumbuhan icon ekonomi bagi sekelompok masyarakat. Tangerang merupakan sebuah kota administrasi yang berdiri sejak 1981, dan Produk Kecap S.H. ini berdiri di Tangerang sejak 1920 sehingga membuat kecap S.H. ini menjadi bagian penting dari sebuah produk yang turut membangun icon ekonomi bagi masyarakat Tangerang. Penelitian ini dilakukan sebagai bagian dari analisis deskriptif atas fenomena keberadaan kecap S.H. yang telah menjadi icon pertumbuhan ekonomi khususnya bagi masyarakat Benteng–Tangerang, 100 responden diambil sebagai sampel dalam uji penelitian ini. Uji stastistik menggunakan SPSS versi 22, dalam uji yang dilakukan dikaitkan dengan variabel citra merek dan harga yang dimana dua variabel ini didapatkan dari hasil wawancara kepada responden. Hasil penelitian menunjukkan persamaan regresi yang didapat Y = 10,898 + 0,464 X1 + 0,293 X2 Hal ini didukung dengan interpretasi nilai untuk variabel citra merek dan harga pada produk kecap S.H, mempunyai pengaruh yang cukup kuat yaitu sebesar 52%, dengan tingkat nilai Cronbach’s Alpha adalah 0,757 untuk citra merek dan 0,713 untuk variabel harga. Hal ini mempunyai interpretasi bahwa Kecap S.H. dapat dijadikan/dipertahankan sebagai salah satu icon pertumbuhan ekonomi, karena kepuasan konsumen terwujud dengan maksimal.

Analisa Analisa Konjoin : Upaya Stimulus Konsumen Untuk Mengkonsumsi Cemilan Franchaise Makanan Jagung Daily Fresh “Lapak Cinsong” Di Vihara Dhamma Bhakti, Jawaringan, Kab-Tangerang Sonny Santosa
eCo-Buss Vol. 2 No. 1 (2019): Smart Customer
Publisher : Komunitas Dosen Indonesia

Sudah menjadi salah satu tugas sebagai pengajar Studi Kelayakan Bisnis untuk turut memberikan sebuah rekomendasi yang bersifat alternatif bagi mereka yang baru akan/telah memulai usahanya, tanpa perencanaan dan kajian (studi) kelayakan yang baik, maka suatu usaha dapat dipastikan akan sia-sia atau merugi, padahal salah satu tujuan perusahaan/usaha didirikan ialah untuk mendapatkan keuntungan/profit. Sebuah penilaian layak/tidaknya suatu usaha/bisnis tidak hanya dilakukan sejak munculnya ide/gagasan, tetapi juga bagaimana cara menganalisis ide/gagasan yang dikaitkan dengan peluang pasar sasaran sehingga dapat ditarik satu keyakinan yang mantap bahwa ide/gagasan bisnis yang akan dijalankan tergolong rasional dari sudut pemasaran. Dengan demikian tujuan penelitian ini dilakukan adalah untuk memberikan sebuah upaya stimulus konsumen untuk mengkonsumsi cemilan franchaise makanan jagung daily fresh “lapak cinsong” di Vihara Dhamma Bhakti, Jawaringan, Kab. Tangerang, Analisa konjoin dianggap tepat oleh peneliti untuk melihat hasil pengolahan dari survei awal pada atribut produk di “lapak cinsong”. Ada tiga jenis atribut rasa yang diuji dalam penelitian ini yaitu atribut rasa keju, coklat, pedas. Kemudian atribut harga dengan tingkatan Rp. 2.000, Rp.3.500 dan Rp. 5.000. terakhir atribut cup dengan tingkatan 120 ml, 160 ml, dan 220 ml. berdasarkan hasil analisis konjoin didapat kesimpulan bahwa responden lebih menyukai rasa pedas dengan nilai utility sebesar 0,255 dengan model analisis conjoin ri = -0,299x11 + 0,043x12 + 0,255x13 – 0,111x21 – 0,222x22 – 0,333x23 – 0,091x31 – 0,182x32 – 0,273x33 + 11,404 tetapi tidak minat untuk mengkonsumsi cemilan franchaise makanan jagung daily fresh “lapak cinsong” di Vihara Dhamma Bhakti hal ini berdasarkan pada hasil uji korelasi Pearson’s R dan Kendall’s tau 0,190 dan 0,464 (diatas 0,05), hal ini menandakan bahwa responden lebih menyukai cemilan variasi lainnya dibandingkan dengan hanya cemilan jagung yang hanya memiliki 3 varian rasa saja.

A Study: Active Factors of SMEs on Youth Community in Gelam Jaya Village, Tangerang Regency Rini Novianti; Tri Anggraeni; Sonny Santosa
eCo-Buss Vol. 3 No. 3 (2021): Worklife
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v3i3.199

Covid-19 pandmic has hit almost all countries in the world. It also causes economic turbulence, including in Indonesia. Effects caused by this Covid-19 pandemic are perceived by all business sectors, including SMEs. This research was aimed at to find out the effects of Covid-19 pandemic on SMEs located in Gelam Jaya Village, one of villages in Tangerang Regency. Members of society from all levels complained over the effects caused by this pandemic. Employees lost their jobs, people lost their family members as they suffered from this Covid-19, the enterpreneurs encountered deep decrease on their turnover, and SMEs underwent decreases in their sales and many of them had to stop operating their business. The decresing sales volume undergone by SMEs may be caused several factors, they were Sales Methods, Product Types, Promotion, and Distribution. In Covid-19 pandemic time, face-to-face sales were hard to conduct. The products considered to sell by the SMEs were basic needs which last long. Still, both promotion and distribution channels were interrupted by this pandemic. This is a quantitative research. The research was conducted by spreading questionnaires to SMEs located in Gelam Jaya Village. The data were later processed by using SPSS of 18 version. Thus, this research was aimed at finding what factors could be stimulants for youth community. So, they would be interested in entrepreneurship in order to develop economy in the middle of the pandemic. This research applied survey method within quantitative as its approach. There were 169 people from youth community in Gelam Jaya Village, Tangerang Regency. The method to process the data was factor analysis. The results of the research showed that the factor of ‘Availability of Mentoring/Debriefing Routines for Enterpreneurship’ (VAR00006) belonged to the first group and scored above 0.5. This means there were influences between the finished Mentoring/debriefing on introduction to AVP (availability, visibility, and promotion) strategy in the process of manifesting entrepreneurship or opening SMEs in the middle of this pandemic.

FAKTOR KARAKTERISTIK DIGITAL BRANDING DALAM KEBERHASILAN USAHA PADA PELAKU UMKM DESA GELAM JAYA Sonny Santosa; Tri Angreni; Rini Novianti; Elizabeth Elizabeth; Andre Gustriandi
eCo-Buss Vol. 4 No. 2 (2021): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v4i2.240

Interesting issues related to branding always begun by a basic question ‘What is the biggest problem of a new online shop or start up, and how do we overcome it?’ If we observe people whose business focus in product selling, they mostly promote their product by explaining the excellence of their products to the customers, for example the soft material of clothes, the great taste of the food, the comfortable shoes, or efficacious and nutritious medicines. But, if we look closely, whether they convince the customers or not that the products they offer are the best, the tastiest, or the efficacious, the most comfortable, and the best selling in the market, thus we just see all of them as the common part. And there is actually a unique part greatly contributing to them, which is branding. Based on its aims, this research was conducted by using the method of descriptive verification, which is a method aimed at outlining problems related to the questions toward the independent variable. Thus, it is going to support the theories or previous researches related to branding. Data verification was compiled based on report of research used to assess the veracity of theoretical facts in the field, and later it was analyzed to test the research hypothesis conducted. The findings showed that value unit of search engine optimization (SEO) was dominant enough, 0.823, video marketing was 0.769, e-commerce platform was 0.734, user generated conted was 0.718, geofening technology was 0.569, micro influencer was 0.545, and social media marketing was 0.529.

Co-Authors Abu Muna Almaududi Ausat Achmad Choerudin Andre Gustriandi Andre Gustriandi Ari Kurniawan Budi Harto Carenina Esmeralda Dhiana Ekowati Donny Yana Eka Melati Elizabeth Elizabeth Elizabeth Etty Herijawati Fahrina Mustafa Fidellis W Tholok Fidellis Wato Tholok Frans Sudirjo Gregorius Widiyanto Hendra Hendra Hendri Hermawan Adinugraha Henky Hendrawan Ignasius Irvan Ivonne Ayesha Jefriyanto Jefriyanto Jessica Jessica Kiki Kiki Luh Komang Candra Dewi Marlina Marlina Mirdan Kurniawan Petrus T. Resi Purnama, Marselia purnama, octavianti Rani Zahra Riko Mersandro Permana RINI HADIYATI Rini Novianti Rini Novianti Silvy Sondari Gadzali Soni Suharmono Suhendar Janamarta Sulistyo Budi Utomo Sunny Sunny Susanto Susanto Sutrisna Sutrisna Tri Angreni Vandi Dwi Putra Vivin Hanitha Yulian Purnama

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