Business Review and Case Studies

Financial Behavior and Financial Technology: A Case Study of Peer-To-Peer Lending

Estu Widarwati — 2024-08-12

Background: A digital-based economy is one of the pillars of economic growth and per capita income. Financial Technology (Fintech), which adapts technological change combined with the financial sector, is expected to introduce a more instant, convenient, and modern financial transaction process.
Purpose: This study examined the influence of financial behavior due to Fintech Lending (Peer-to-Peer Lending/P2P), focusing on respondents who had made fintech lending loans.
Design/methodology/approach: The research approach used an explanatory survey with a sample of 132 respondents from several regions of Indonesia. Data collection was conducted using an online questionnaire distributed via the GF link during the period of 2022-2023. The data were processed by testing data quality, including validity testing, reliability testing, and classic assumption testing.
Findings/Result: The study showed that individuals with higher incomes tended to take out loans, with the majority using these loans for business capital, daily needs, debt payments, and consumption. Financial behavior significantly impacted fintech lending, highlighting the importance of personal financial management to minimize fintech risks, particularly those associated with online loans (P2P).
Conclusion: It needs to be a government concern to carry out better financial literacy so that people understand the risks of fintech lending, in this case, online loans (P2P).
Originality/value (State of the Art): Personal financial behavior becomes a main determinant in personal fintech lending management.

Keywords: financial behaviour, fintech, risk, peer to peer lending, Indonesia

The Impact of Islamic Work Ethic on Employee Performance The Role of Knowledge-Sharing Behavior in Indonesia's Fast-Food Companies

Ahmat Setiabudi — 2024-08-12

Background: Studying the impact of Islamic work ethics on knowledge-sharing behavior and employee performance is intriguing since ethics play a crucial role in shaping the company's core values.
Purpose: This research examined the impact of Islamic work ethic (IWE) on knowledge-sharing behavior (KSB) and employee performance (EP). Considering the importance of knowledge exchange on employee performance, the external validity of the IWE concept was addressed to examine the mediating effect of knowledge-sharing behaviors on employee performance.
Design/methodology/approach: Valid questionnaires (132 respondents) were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine a comprehensive organizational situation. This research also collects views from organizational behavior and performance experts to enrich the discussion regarding how Islamic work ethics influence employee performance and knowledge-sharing.
Findings/results: Analysis using Structural Equation Modeling-Partial Least Square (SEM-PLS) found that Islamic work ethics influence the attitudes and behavior of employees at fast-food companies in Indonesia. In general, Islamic work ethics greatly influences employee performance and knowledge-sharing behavior. However, Islamic work ethics have a more significant influence than knowledge-sharing behavior in influencing employee performance.
Conclusion: Managers who wish to improve the attitudes and behavior of their employees are strongly advised to prioritize the concept of Islamic work ethics in the workplace. Implementing this concept is beneficial in knowledge-sharing behavior for better employee performance, ultimately increasing organizational effectiveness and efficiency.
Originality/value (State of the art): This research contributes to the knowledge of how Islamic work ethics predict employee performance and knowledge-sharing behavior and examines the mediating effect of knowledge-sharing behavior influencing employee performance.

Keywords: Islamic work ethic, knowledge-sharing behavior, employee performance, fast-food company, Structural Equation Modeling.

Exploring The Effect of Brand Awareness, Content Marketing, and E-Wom On The Purchase Intention For Oriflame

Alfonsius — 2024-08-12

Background: Globalization and technological advancement have exposed diverse brands to connect to broader markets. Indonesia's beauty industry has been rapidly growing in recent years. Due to the burgeoning phenomenon in the beauty industry, beauty lines have leveraged to penetrate the Indonesian market. New players, both on a global and domestic scale, actively emerge over time.
Purpose: This research aims to determine whether there are simultaneous and partial influences of brand awareness, content marketing, and e-WOM on purchase intention at Oriflame Medan.
Design/methodology/approach: Data for this research was obtained by distributing online questionnaires to 100 respondents in Medan who at least know or have ever used Oriflame cosmetics products. Multiple linear regression is employed to assess the relationship among variables.
Findings/results: The F-test results presented that Brand Awareness, Content Marketing, and e-WOM simultaneously influenced Purchase Intention at Oriflame Medan. The t-test results demonstrated that Brand Awareness partially influenced Purchase Intention at Oriflame Medan, Content Marketing partially influenced Purchase Intention at Oriflame Medan, while e-WOM had no partial influence on Purchase Intention at Oriflame Medan.
Conclusion: Brand Awareness had a partial effect on the Purchase Intention of Oriflame Medan; Content Marketing had a partial effect on the Purchase Intention of Oriflame Medan; e-WOM had a partial effect on the Purchase Intention of Oriflame Medan; and Brand Awareness, Content Marketing, and e-WOM had a simultaneous effect on the Purchase Intention of Oriflame Medan. The biggest factor that escalated the likelihood of consumer purchase intention was brand awareness, followed by content marketing.

Keywords: brand awareness, content marketing, e-wom, purchase intention

Determining Priority Strategies to Improve MSME Performance Using AHP Analysis

Annuridya Rosyidta Pratiwi Octasylva — 2024-08-12

Background: Micro and medium enterprises are the backbone of the economy, contributing more than fifty per cent of the GDP in various countries. However, many SMEs that are difficult to develop cannot even exist in a dynamic business climate.
Purpose: Research is necessary to determine priority strategies for improving SMEs performance.
Design/methodology/approach: This study used the AHP methodology, with respondents totaling five experts in their fields. The hierarchy in AHP analysis was divided into four levels: Objectives, Factors, Actors, and Alternatives.
Findings/results: Based on the results of the analysis, the factors that played a role in the strategy of improving SMEs' performance were the Innovativeness factor, the actor that played the most significant role was SMEs, and the top priority strategy to improve SMEs' performance was to increase the innovative and proactive nature of SMEs through one-on-one mentoring.
Conclusion: This comprehensive analysis reveals that fostering growth in SMEs necessitates a multifaceted approach. Cultivating a proactive and inventive mindset through personalized mentoring and encouraging the pursuit of new opportunities are crucial. Furthermore, enhancing adaptability by facilitating exposure to larger business ecosystems through company visits enables SMEs to remain agile and informed. Finally, strengthening digital marketing skills and ensuring product quality are paramount for successful implementation of growth strategies. These findings underscore the importance of a targeted yet diverse approach to empower SMEs, aligning perfectly with the overarching goal of bolstering their performance and ensuring their sustained success.
Originality/value (State of the art): While existing literature acknowledges the importance of various factors in SME success, this research provides a novel contribution by: Utilizing AHP: This robust methodology allows for a structured and quantifiable prioritization of factors influencing SME performance, moving beyond descriptive analyses. Expert-Informed Insights: By incorporating the expertise of five field specialists, the study ensures practical relevance and nuanced understanding of the SME landscape. Focus on Proactive Innovation: The findings highlight the crucial role of fostering a proactive and inventive mindset among SME owners as a key driver of performance improvement.

Keywords: AHP, MSME performance, SMEs performance, SME’s, priority strategies

Literature Analysis of Warehouse Financing in Indonesia: Mapping The Barriers and Solutions For Development

Imron Mawardi — 2024-08-12

Background: Over the last five years, transactions and warehouse receipt utilization have shown a significant decline. In 2023, there was a recorded growth of -30% in warehouse receipt financing, while the growth in warehouse receipt issuance was -25.15%. This condition indicates that Indonesia's warehouse receipt system management is not optimal.
Purpose: This study aimed to provide an overview of Indonesia's warehouse receipt system (WRS) by analyzing issues that hindered its development and formulating solutions to tackle those issues.
Design/methodology/approach: This research employed a systematic literature review (SLR) approach. Scopus and Sinta indexed journals were used, from which we selected 33 of 378 previous studies. We divided the findings of this study into internal and external problems and solutions.
Finding/Result: The findings of this study were divided into internal and external problems and solutions. Internal issues included farmers not meeting the minimum deposit requirements, lack of awareness of the WRS, limited access to WRS, and competitive costs. Meanwhile, external problems included a distant warehouse location from the production site, inadequate facilities, poor management quality, limited availability of warehouses that met standards, and government support. Internal solutions included establishing a cooperative body, increasing production output through smart farming, providing access to financial capital, education, and socialization of WRS, and government subsidies to reduce operational costs. Meanwhile, external solutions consisted of building a warehouse near the production site, repairing facilities, training for warehouse management, coordinating with financial institutions, and accelerating policies on developing WRS in Indonesia.
Conclusion: The most frequently discussed problem was that farmers had to bear costs such as rental fees, transportation fees, processing fees, and insurance fees. To strengthen farmer groups, the government needed to provide farmers with bailout funds and capital assistance. Stakeholders could use the study's findings to formulate policy recommendations to aid in the development of WRS. We anticipated that WRS development would benefit Indonesia's economic development, particularly the agricultural sector.
Originality/value (State of the art): Based on the researcher's observations, no WRS analysis has been found using the SLR approach. This method was chosen because it is considered appropriate for reviewing literature that has been conducted in the context of WRS.

Keywords: literature review, agricultural economics, warehouse receipt system, problem, solution

The Procurement Strategy for Recycled Paper: Case Study at PT. Kertas Makmur Abadi (PT KMA)

Maria Cynthia — 2024-08-12

Background: Procurement practices nowadays has transcended from merely operational to a strategic objective in business. Studies have shown that procurement strategy create optimal value, increase competitiveness, and company resiliency during crisis if it is aligned with the overall organization's strategy, vision, goals, and value proposition to achieve company goals.
Purpose: This research aims to develop a sustainable procurement strategy to ensure the availability of PT Kertas Makmur Abadi (an alias, hereafter named PT KMA)’s recycled paper in 2024-2026.
Design/methodology/approach: This study used qualitative methods as the basis of research methods, namely questionnaires, interviews, observation, and analytical studies with existing theories. To ensure the availability of recycled paper, the company had to design a procurement strategy starting with determining the criteria used to select and evaluate suppliers. The determination of criteria was carried out using a pairwise comparison technique suggested by the Analytical Hierarchy Process. The design of the recycled paper procurement strategy was obtained from procurement portfolio analysis and market analysis using the Kraljic Portfolio Matrix method.
Findings/results: The results showed that recycled paper was a strategic material with high supply risk and profit impact, and therefore needed a partnership strategy. This study further resulted in a partnership strategy that comprised three procurement programs: exploitation, balanced, and diversification.
Conclusion: Therefore, the three programs are the most appropriate in procuring recycled paper for PT KMA for the 2024-2026 period to ensure the continued availability of PT KMA recycled paper.
Originality/value (State of the art): The current state of research emphasizes integrating advanced analytical methods like AHP and the Kraljic Portfolio Matrix with sustainability principles to develop an effective procurement strategy. The strategy addresses recycled paper's supply risk and profit impact and sets the foundation for sustainable procurement practices within organizations.

Keywords: analytical hierarchy process, kraljic portfolio matrix, procurement strategy recycled paper, sustainable procurement

Business Strategy Development of PT Anugrah Alam Mitra Makmur

Martina — 2024-08-12

Background: PT Anugrah Alam Mitra Makmur (PT AA) is a logistics company specializing in Group C mineral resources. Internal and external conditions present opportunities for PT AA to expand its business.
Purpose: The research objectives are (1) to analyze internal and external factors affecting the company and (2) to formulate strategies to develop the company.
Design/methodology/approach: Data types included primary and secondary sources, with methods like Valuable, Rare, Inimitable, Organized (VRIO) for evaluating competitive advantages, PESTEL for understanding external factors, and Strength, Weakness, Opportunity, Threat (SWOT) for strategy formulation.
Findings/results: The study revealed that most of PT AA's internal competencies and resources resulted in competitive parity, indicating a lack of significant advantages in its business operations. The PESTEL analysis identified external factors such as economic growth, increased construction industry activities, company-community relations, technological advancements, information accessibility, local environmental conditions, legal factors, and environmental issues. Based on these internal and external conditions, strategies were formulated using SWOT analysis, including Strength-Opportunity (SO), Strength-Threat (ST), Weakness-Opportunity (WO), and Weakness-Threat (WT) strategies.
Conclusion: The resulting strategies involve expanding the target market, enhancing customer loyalty, increasing company capacity, improving the dissemination of information about the company, creating a forecast plan for purchases, types of materials, and transportation usage, conducting and deepening regular inspections, and conducting periodic evaluations.

Keywords: mineral C, formulate strategies, logistics company, SWOT, VRIO

Margin and Marketing Efficiency of Salted Fish of Parigi Hamlet Central Maluku Regency

Yolanda M.T.N. Apituley — 2024-08-15

Background: Salted fish have been preserved by salting and are very well known to the Indonesian people. Apart from being affordable, salted fish is also easy to obtain. Salted fish production is generally in coastal areas and distributed to distant places. Therefore, it is urgent to analyze the distribution process and the efficiency of that process.
Purpose: This research aims to determine marketing channels and analyze the margin and marketing efficiency of salted fish produced in Parigi Hamlet, North Seram District, Maluku Regency.
Design/methodology/approach: The primary research method used is the descriptive method, where sampling is carried out using exhausting sampling and snowball sampling. The data was analysed by using descriptive qualitative and descriptive quantitative.
Findings/Results: The distribution of salted fish products produced in Parigi Hamlet consists of three channels, namely (1) processor – consumer, (2) processor – retailer – consumer, and (3) processor – collector – retailer – consumer. The marketing margin on channel-1 is Rp 0,- channel-2 is Rp 20,000,- and channel-3 is Rp 30,000.- Marketing channel-1 has an efficiency value of 0.07%, marketing channel-3 is 2.46%, and channel-2 is 2.52%.
Conclusions: All three marketing chains are efficient, but the most efficient is channel 1 because there are no intermediary institutions, and the costs incurred are lower than others.
Oiginality/value (State of the art): Even though marketing channel-1 is the most efficient, the number of products sold is small. Processors prefer marketing channel-3 because collectors usually buy in large quantities.

Keywords: salted fish, marketing margin, efficiency.

Carica Papaya Agribusiness Development Strategy in Wonosobo District

Nasiron Nasiron — 2024-08-12

Background: In Dieng, wich is the border of Banjarnegara and Wonosobo, there are up to 67.000 carica papaya trees with a production capacity of over 119 in 2021, so that industrial businesses in the horticultural agricultural sector have great opportunities to develop.
Purpose: The aim of this research was to identify existing constraints from both internal and external distribution factors so that a distribution strategy could be found to increase overall sales volume.
Design/methodology/approach: The data analysis technique was Strengths, Weaknesses, Opportunities & Threats (SWOT).
Findings/results: Meanwhile, the case study methodology used ten informants as sources. The IFAS calculation result was 0.27, and the EFAS calculation result was 0.08. The main implication of the results of this research showed that the implementation of an effective distribution strategy, including licensing and infrastructure improvements, could significantly boost revenue from sales of typical food and beverages in Wonosobo.
Conclusion: Plan to grow sales volume in Wonosobo Regency’s carica papaya horticultural industry, emphasizing distribution permit ownership, facility and infratructure upgrades, and certification to guarantee client enjoyment and safety. Getting a distribution permit requires upgrading production facilities and infrastructure, which will boost consumer confidence and enable effective distribution strategies to boost sales.
Originality/value (State of the art): An effective and efficient distribution Strategy will Increase Sales of Processed Carica Fruit Products in Wonosobo.

Keywords: carica papaya, agribusiness development, development strategy, swot, distribution factors

Understanding The Role of Lifestyle and Personality Traits in Sustainable Food Purchase Intention

Natalia Puteri Widiastuti — 2024-08-12

Background: Demand for sustainable food products in the global market experienced a significant increase in 2020. When compared with the Asia Pacific and global regions, the per capita growth of Indonesian sustainable food products in 2021 2021 is only 0.06 USD. The market for sustainable food products in Indonesia is still in its early stages and is expected to increase by 6.1% from 2021-2026.
Purpose: This study aimed to analyze factors that influenced sustainable food purchase intention and its managerial implications in the design of sustainable food marketing strategy.
Design/methodology/approach: The study involved six variables: consumer lifestyle, consumer personality, attitudes toward sustainable food products, subjective norms, perceived behavioral control, and sustainable food purchase intention. Data were collected from 209 respondents in the Jabodetabek area and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM).
Findings/results: The results of this study indicated that consumer lifestyle and personality had no significant direct effect on sustainable food purchase intention. However, the study showed that consumer lifestyle and personality positively and significantly affected attitudes toward sustainable food products. Furthermore, attitudes toward sustainable food products, subjective norms, and perceived behavioral control positively and significantly impacted sustainable food purchase intention. Additionally, consumer lifestyle and personality had a significant indirect effect on sustainable food purchase intention through attitudes toward sustainable food products.
Conclusion: The factors that influenced sustainable food purchase intention directly included attitudes toward sustainable food products, subjective norms, and perceived behavioral control. In contrast, consumer lifestyle and personality had an indirect effect on sustainable food purchase intention through attitudes toward sustainable food products.
Originality/value (State of the art): This study uses the LOHAS lifestyle and the Big Five personality traits to understand sustainable food purchase intention in the Jabodetabek area.

Keywords: LOHAS lifestyle, personality traits, organic food, sustainability, theory of planned behavior

Analysis XYZ School Digital Marketing Performance With Importance Performance Analysis

Esti Rahayu — 2024-08-12

Background: XYZ School implements digital marketing to accept new students.
Purpose: This research aims to analyze digital marketing performance so that it can identify priorities for improving digital marketing performance.
Design/methodology/approach: The research method was quantitative, using descriptive analysis through surveys conducted with the new student admissions team and the XYZ school digital marketing team. The study was carried out using Importance Performance Analysis (IPA) with the Digital Marketing Utilization Index indicator.
Findings/results: The main priority for improving the digital marketing performance of XYZ School was that school management needed to actively introduce innovation and readiness for XYZ School by clarifying the digital marketing workflow to provide convenience in the process of accepting new students.
Conclusion: This research found that efforts to improve digital marketing performance in K-12 educational institutions could be made by actively introducing school management to innovation and preparing to implement digital marketing strategies. This approach would enable the New Student Admissions team to easily apply digital marketing innovations, utilize digital marketing for building interactions between the school and parents and students, and facilitate the registration process for prospective students by providing a website with comprehensive information about the school.
Originality/value (State of the art): This research contributes to K-12 education institutions in improving digital marketing performance in efforts to accept new students and maintain customer loyalty to maintain school sustainability.

Keywords: digital marketing, Importance Performance Analysis, K12 educational institution, new student admission, school

The Influence of Instagram Marketing Content and Le Minerale Brand Image on Purchasing Decisions Mediated By Purchase Intention

Sardolian Simbolon — 2024-08-12

Background: Social media is one of the channels that can be used for digital marketing. Moreover, social media users continue to grow every year and have bright potential to market products while getting closer to consumers.
Purpose: The study aims to analyze the perception of marketing content and brand image of Le Minerale bottled drinking water on consumer purchasing decisions.
Design/methodology/approach: The method used in this research was SEM-PLS with the Smart PLS 3.3 application. The research focused on Le Minerale's Instagram followers, consisting of 259 respondents.
Findings/results: The results of this study indicated that marketing content and Le Minerale brand image had a positive and significant effect on purchase intention, while purchase intention affected buying decisions. Among the marketing content indicators, persuasive indicators (KM3) had the strongest influence. Additionally, within the brand image variable, brand favorability as an indicator of CM2 exerted the strongest influence.
Conclusion: Meanwhile, in the purchase intention variable, the indicator that had the strongest influence was interest (MB2). Additionally, several strategies could be applied to help Le Minerale compete more effectively and potentially become a market leader in the mineral water industry. These strategies included following the trend of viral content with close communication with consumers, conducting indirect marketing programs through various collaborations consistently, and maximizing other social media channels.
Originality/value (State of the art): This research contributes to providing knowledge and strengthening the theory of how Instagram marketing content and a brand's brand image can influence buying decisions by mediation of purchase intention. The results of this study are also expected to be a reference in implementing digital marketing strategies, especially on Instagram social media.

Keywords: brand image, content marketing, purchase decision, purchase intention, sem-pls

Effect of Green Marketing on Purchasing Decisions on Avoskin Products

Salma Hanifa — 2024-08-12

Background: The increase in waste in the beauty industry has prompted consumers to consider environmental issues when shopping, evidenced by the rise in individuals willing to pay more for green products. Meanwhile, manufacturers respond to this through green marketing strategies aligned with the Triple Bottom Line (3P) framework.
Purpose: This study aims to analyze the characteristics of consumers who purchase Avoskin products and analyze the influence of green knowledge and green marketing mix on purchasing decisions on Avoskin products.
Design/methodology/approach: This research was conducted in June 2023 through online questionnaires which were distributed through social media to 201 Avoskin beauty product users, this number of respondents has been in accordance with the 10-Times Rule theory. The data were processed using descriptive analysis and SEM PLS in the SmartPLS 3 application.
Findings/results: The results showed that green knowledge, green products, green prices, green places, and green promotions have a positive effect on consumer purchasing decisions, but only green promotions have a significant impact. Most consumers recognize Avoskin through green promotions that have been carried out, such as introducing environmentally friendly concepts and green lifestyles.
Conclusion: The study found that the green marketing mix positively influences purchasing decisions, with green promotions having the most significant impact among Avoskin consumers. However, while green knowledge also has a positive effect, it does not significantly moderate the relationship between green marketing and purchasing decisions. These findings suggest that targeted green marketing strategies, particularly those focused on promotions, are essential for enhancing consumer engagement and driving sustainable purchasing behavior in the beauty industry.
Originality/value (State of the art): This study breaks new ground by pinpointing the pivotal role of green promotions in shaping consumer buying decisions in Indonesia's beauty sector, an area less explored in existing research. It provides fresh insights into the influence of green marketing elements on eco-conscious youth, offering a nuanced perspective that previous studies have overlooked. By emphasizing the strategic importance of promotions, this research significantly advances the discourse on effective green marketing strategies.

Keywords: avoskin, green knowledge, green marketing, green marketing mix, sem-pls

The Impact of Creative Leadership on Strategic Agility in Startups: Mediating Roles of Resource Management and Innovative Work Behavior

Robertus Adi Nugroho — 2024-08-12

Background: Startups in Jakarta face significant challenges in adapting rapidly to a dynamic and competitive business environment. Understanding the role of Creative Leadership (CL) in fostering Strategic Agility (SA) is crucial for addressing these challenges.
Purpose: This study aims to analyze the impact of Creative Leadership on Strategic Agility within Jakarta startups, with Innovative Work Behavior (IWB) and Creative Resource Management (CRM) acting as mediating variables.
Design/Methodology/Approach: A total of 219 mid- to senior-level managers from various startups in Jakarta participated as respondents. The study utilized Smart PLS 4 as an analytical tool to examine the relationships among Creative Leadership, IWB, CRM, and Strategic Agility.
Finding/Result: The findings revealed that Creative Leadership had a positive and significant impact on both Innovative Work Behavior (IWB) and Creative Resource Management (CRM). Additionally, IWB and CRM significantly mediated the relationship between Creative Leadership and Strategic Agility. This indicated that Creative Leadership not only directly enhanced organizational adaptability but also established a crucial foundation for innovation and creative resource management.
Conclusion: The study underscores the importance of Creative Leadership in promoting Strategic Agility through the mediating effects of IWB and CRM. These results provide valuable insights for startup leaders and practitioners on optimizing creative leadership, stimulating innovative work behavior, and building responsive resource management strategies.
Originality/Value (State of the Art): This study contributes to the theoretical understanding of the intricate relationships within the startup context. By involving a significant sample and employing sophisticated analytical tools, it offers practical guidance for developing strategic policies and actions that support the growth and sustainability of startups in a dynamic business environment.

Keywords: creative leadership, strategic agility, start-up management, innovative work behavior, reative resource management

Diverse E-Commerce Business Models In Indonesia: A Cluster Analysis From The National E-Commerce Survey

Zenal Asikin — 2024-08-12

Background: The extent of digital transformation among Indonesian businesses is varied, highlighting the need for an in-depth examination of the characteristics of e-commerce.
Purpose: The purpose of this study is to examine the diversity of Indonesian e-commerce business models.
Design/methodology/approach: The microdata set from the 2023 e-commerce survey was officially obtained from BPS-Statistics Indonesia. This study focuses on wholesale and retail trade and motor vehicle repair (Category G). After data cleaning, our analysis included 11,345 businesses. Cluster analysis categorized e-commerce into distinct business models based on business profiles, innovative activities, and performance. Additionally, one-way ANOVA was employed to reveal significant diversity among these Indonesian e-commerce models.
Findings/results: Five distinct business models were identified, each characterized by unique features. Business Model 1 includes business to customer (B2C) sellers with substantial offline revenue. Business Model 2 encompasses small-scale B2C sellers who focus on direct sales and also achieve significant offline revenue. Business Model 3 involves micro e-commerce sellers engaged in both B2C and business to business (B2B) transactions using traditional payment methods. Business model 4 consists of small B2B and B2C sellers with limited digital integration. Business Model 5 features marketplace-driven micro e-commerce sellers employing a hybrid approach.
Conclusion: Our examination of Indonesian e-commerce business models revealed distinct clusters, each with varying roles, customer types, payment methods, internet usage, and revenue sources, highlighting significant variability in e-commerce strategies.
Originality/value (State of the art): The originality of this study lies in its analysis of diverse Indonesian e-commerce business models to identify distinct types based on key characteristics.

Keywords: business models, B2B seller, B2C seller, cluster analysis, e-commerce

Sustainability Strategy of Bumdes Based on Business Priority Setting The Topsis Method

Suhendi — 2024-08-12

Background: Village-Owned Enterprises (BUMDES) play an important role in driving village development and contributing to poverty alleviation. BUMDES is expected to be able to create an inclusive and sustainable economy by involving active community participation in business management and development.
Purpose: The objective of this study was to examine the business diversification priorities of BUMDES Karya Mandiri in Rawa Panjang Village, Bojong Gede District, Bogor Regency.
Design/methodology/approach: This study employed the MCDM method, namely the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS), to assess four different business units: Wifi-Viber Link, Bank Sampah, Culinary Tourism, and Situ Ecotourism. The data was collected by conducting comprehensive interviews with seven experts.
Findings/results: A standardized TOPSIS questionnaire was utilized, which included criteria related to benefits, opportunities, costs, and risks. The analysis results indicate that the Wifi-Viber Link option has the highest preference value (0.87147), followed by Bank Sampah (0.692104), Situ Ecotoursm (0.556939), and Culinary Tourism (0.009162). The findings underscore the significance of digital connectivity and environmental management in fostering rural economic growth.
Conclusion: This research emphasizes the importance of effective governance, active involvement of the community, and strategic collaborations for the achievement of success in BUMDES.
Originality/value (State of the art): This research has significant significance for BUMDES managers and stakeholders as it offers useful insights for developing successful and sustainable strategies for village economic business development

Keywords: BUMDES, business diversification, rural development, TOPSIS, Wifi-Viber Link