Jurnal Maisyatuna adalah Jurnal Program Studi Ekonomi yang berfokus pada penerbitan artikel berkualitas tinggi yang didedikasikan untuk semua aspek penelitian, masalah, pengabdian dan perkembangan terbaru di bidang Ilmu Ekonomi, Manajemen, Akuntansi dan Bisnis. Topik dalam Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas pada topik berikut : Manajemen Sumberdaya Manusia , Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasional, Manajemen Rantai Pasokan, Corporate Governance, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi. 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PENGARUH RELATIONSHIP MARKETING, ONLINE CUSTOMER REVIEW DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN LAYANAN INDRIVE DI SURABAYA
This research is motivated by the development of digital technology which currently has a significant impact on the development of industry in Indonesia, one of which is the transportation industry. The development of this technology forces companies in the transportation industry to innovate in implementing digital-based marketing strategies in order to maintain, develop businesses, and improve customer purchasing decisions. In the context of digital marketing, there are several marketing strategies used in this study to improve customer purchasing decisions, namely relationship marketing, online customer reviews and content marketing. This study aims to determine and analyze the influence of relationship marketing, online customer reviews and content marketing on purchasing decisions for inDrive services in Surabaya. This study uses a quantitative research method, with a questionnaire distribution technique via Google Form. The respondents used in this study were 100 people obtained using a simple random sampling technique. Quantitative analysis includes validity and reliability tests, classical assumption tests, hypothesis tests including t-tests (partial), F-tests (simultaneous) and coefficient of determination tests (R2). The results of this study indicate that partially the variables of relationship marketing, online customer reviews and content marketing have a positive and significant effect on purchasing decisions for inDrive services in Surabaya. Simultaneously, the results show that the variables of relationship marketing, online customer reviews and content marketing have a positive and significant effect on purchasing decisions for inDrive services in Surabaya. Keywords: relationship marketing, online customer reviews, content marketing, purchasing decisions
Strategi Digital dan Affiliate Marketing terhadap Keputusan Pembelian Gen Z: Studi Kasus Produk Antarestar di TikTok Shop
This study aims to examine the influence of Digital Marketing and Affiliate Marketing on the purchasing decisions of Antarestar products on TikTok Shop among Generation Z in Surabaya. The research method employed is a quantitative approach using questionnaires distributed via Google Forms to collect data from respondents. The population in this study consists of Generation Z individuals in Surabaya who have used Antarestar products. A total of 30 respondents were selected using purposive sampling. Data were analyzed and hypotheses tested using SPSS version 22. The results of the partial test (t-test) reveal the following findings: (1) Digital Marketing has a significant influence on the purchasing decisions of Antarestar products on TikTok Shop, indicating that the presence of Antarestar on the platform tends to increase purchase decisions among Gen Z consumers in Surabaya; (2) Affiliate Marketing also significantly influences purchase decisions, suggesting that promotional efforts through affiliates positively impact consumer decisions. (3) Furthermore, the simultaneous test (F-test) shows that Digital Marketing and Affiliate Marketing together have a significant impact on purchasing decisions. These findings indicate that Digital Marketing can help build brand awareness and initial interest, while Affiliate Marketing can enhance consumer trust through recommendations and reviews by affiliates. Therefore, both Digital Marketing and Affiliate Marketing are crucial variables that Antarestar should prioritize to achieve better marketing outcomes. Keywords: Digital Marketing, Affiliate Marketing, Purchasing Decision
Analisis Pengaruh Kualitas Layanan dan Customer Experience terhadap Keputusan Pembelian di Warkop Orla Sidoarjo
This study aims to examine the influence of Service Quality and Customer Experience on Purchase Decisions at Warkop Orla Gedangan Sidoarjo. The research employed a quantitative approach using multiple linear regression analysis. Based on the t-test results, the Service Quality variable (X1) yielded a t-value of 3.923, while the Customer Experience variable (X2) recorded a t-value of 4.067. Both values exceed the critical t-table value of 1.984, indicating that each variable has a significant impact on Purchase Decisions (Y). Consequently, the null hypotheses (H₀) are rejected and the alternative hypotheses (H₁) are accepted. These findings demonstrate that both service quality and customer experience play a crucial role in influencing consumer purchase decisions at Warkop Orla Gedangan Sidoarjo. The results suggest that management should pay close attention to enhancing both service quality and customer experience in order to increase consumer engagement and purchasing behavior. Keywords: Service Quality, Customer Experience, Purchase Decision, Warkop Orla
PENGARUH PERSONALISASI LAYANAN, KOMUNIKASI AKTIF DAN CITRA SOSIAL DIGITAL TERHADAP KEPUASAN PELANGGAN GLEAMINGSHOESS SURABAYA
This study aims to analyze the effect of service personalization, active communication, and digital social image on customer satisfaction at GleamingShoess, a shoe cleaning service business in Surabaya. The study used a quantitative method with a survey approach, where data was collected through questionnaires to GleamingShoess customers. Data analysis was carried out using multiple linear regression to test the effect of each independent variable on customer satisfaction with a sample of 100 respondents and using SPSS 26. The results showed that Service Personalization (X1) had a positive and significant effect on GleamingShoess customer satisfaction (Y), Active Communication (X2) had a negative and insignificant effect on GleamingShoess customer satisfaction (Y) and Digital Social Image (X3) had a positive and significant effect on GleamingShoess customer satisfaction (Y). This indicates that a service strategy that focuses on individual needs, responsive interactions, and a strong brand image on social media can increase customer satisfaction. This study provides practical implications for service business actors, especially in building customer loyalty through a digital approach and more personal communication. Keywords: service personalization, active communication, digital social image, customer satisfaction, GleamingShoess.
Pengaruh Relationship Marketing, Fasilitas, Kualitas Pelayanan Terhadap Kepuasan Pelanggan Komunitas Coffee And Space Surabaya Pada Kalangan Mahasiswa Di Surabaya
Increasingly fierce business competition requires businesses to be able to meet the needs and desires of customers in order to create long-term satisfaction and loyalty. Komunitas Coffee and Space is one of the coffee shop businesses in Surabaya that targets students by offering a comfortable atmosphere for studying, discussing, and relaxing. This study aims to determine and analyze the effect of Relationship Marketing, Facilities, and Service Quality on Customer Satisfaction among students in Surabaya. The research method used is a quantitative approach with survey techniques. Data was collected from 96 respondents through non-probability incidental sampling technique. Data analysis includes validity, reliability, classical assumption test, multiple linear regression, t test, F test, and coefficient of determination (R²). The results showed that partially, Relationship Marketing, Facilities, and Service Quality have a significant effect on Customer Satisfaction. In addition, the three variables simultaneously also have a significant effect on Customer Satisfaction at Komunitas Coffee and Space. These findings indicate that improving the quality of relationships with customers, adequate facilities, and good service quality are very important in creating customer satisfaction. Therefore, the management of Komunitas Coffee and Space is advised to continue to strengthen these three aspects in order to increase customer satisfaction. Keywords: Relationship Marketing, Facilities, Service Quality, Customer Satisfaction, Students
ANALISIS JUMLAH INDUSTRI TERHADAP PENYERAPAN TENAGA KERJA DI KABUPATEN SIDOARJO
This study aims to analyze the relationship between the number of industrial companies, both large-medium and micro-small, with labor absorption in Sidoarjo Regency during the period 2020 to 2023. Sidoarjo Regency, which has a rapidly growing industrial sector, is the location of the study with a focus on the contribution of the industrial sector to reducing unemployment and improving community welfare. The results of the study show that the number of large-medium industrial companies has a significant effect on labor absorption, especially in sectors that require skilled labor. Meanwhile, micro-small industries tend to absorb lower-skilled labor, with most of them in the informal sector. Although there has been an increase in the number of industries, its impact on labor absorption is not always comparable, this is influenced by external factors such as government policies, technological developments, and the quality of the available workforce. Labor absorption also differs by age group, with younger age groups being absorbed more in micro-small industries and older age groups being absorbed more in large-medium industries. This study also shows that sub-districts with better infrastructure have higher labor absorption rates. The suggestion from this research is to improve policies that support equitable industrial development, as well as strengthen skills training programs according to industry needs to increase labor absorption.
Literatur Review: Pemetaan Studi Penelitan Tentang Manajemen Keberagamaan, Budaya Organisasi, Kepemimpinan, dan Manajemen Sumber Daya Manusia
This study aims to map and analyze the development of literature related to diversity management, organizational culture, leadership, and human resource management through a systematic literature review approach. The method used is content analysis of 12 selected scientific journals published between 2017 and 2024. The results of the study indicate that diversity management significantly contributes to improving employee performance, with inclusive leadership, training and development programs, and fair policies as the main supporting factors. Research on organizational culture indicates that organizational values, norms, and customs play an important role in shaping employee loyalty and commitment, although their influence on organizational performance varies depending on the situation and environment. Additionally, it was found that organizational communication factors have a greater influence on performance compared to organizational cultural factors. In terms of leadership, transformational leadership style has been proven to have a positive impact on employee job satisfaction and productivity. Based on this mapping, an integrated framework has been developed that can be used as a reference for further research and strategies for managing workforce diversity, particularly in the context of Indonesia, which has high social and cultural diversity. In general, these findings emphasize the importance of implementing a comprehensive approach to human resource management to achieve organizational effectiveness in a diverse work environment. Keywords: Diversity Management, Organizational Values, Leadership Style, Human Resources, Employee Performance.
ANALISIS INDUSTRI HANDCRAFT DALAM MENDORONG PEMBANGUNAN EKONOMI DI YOGYAKARTA
Penelitian ini bertujuan untuk menganalisis kontribusi industri kerajinan tangan (handcraft) terhadap pembangunan ekonomi di Daerah Istimewa Yogyakarta. Industri kerajinan tangan merupakan salah satu sektor ekonomi kreatif yang tumbuh pesat dan mencerminkan kekayaan budaya lokal. Melalui metode penelitian kepustakaan (library research), data sekunder dianalisis untuk mengevaluasi pengaruh jumlah usaha dan pendapatan dari sektor handcraft terhadap indikator ekonomi daerah, seperti penyerapan tenaga kerja, peningkatan pendapatan rumah tangga, serta kontribusinya terhadap pariwisata dan ekspor. Hasil penelitian menunjukkan bahwa industri ini memiliki peran strategis dalam memperkuat struktur ekonomi lokal dan mendorong pertumbuhan inklusif. Namun demikian, tantangan seperti terbatasnya akses pasar, kurangnya inovasi produk, dan rendahnya regenerasi pelaku usaha perlu mendapat perhatian serius. Penelitian ini merekomendasikan kebijakan pendukung berupa pelatihan, akses pembiayaan, promosi digital, dan pelestarian budaya sebagai langkah untuk meningkatkan keberlanjutan sektor kerajinan tangan dalam pembangunan ekonomi Yogyakarta.
Pengaruh Harga, Kualitas Layanan Dan Cita Rasa Makanan Terhadap Kepuasan Pembelian Di UMK Cak Willis Surabaya
Micro, Small and Medium Enterprises are businesses that play an important role in the Indonesian economy, both in terms of the jobs created and the number of businesses. MSMEs are the main foundation in the community's economic sector. On the other hand, MSMEs also function as drivers of innovation and creativity at the local level. The purpose of this study is to see the influence of Price, Service Quality and Taste on purchasing satisfaction at MSME Cak Willis. This study is a quantitative study with data collected through questionnaires distributed to Cak Willis buyers with a total of 110 respondents. This study uses probability sampling techniques with random sampling methods. Instrument testing in this study uses classical assumption tests, namely linearity tests, normality tests, multicollinearity tests, and heteroscedasticity tests. For the analysis test, the t-test and determination coefficient test (R2) are used with multiple linear regression data analysis techniques. The results of this study indicate that the Price and Taste variables do not affect Purchase Satisfaction. While the Service Quality variable affects Purchase Satisfaction.