Jurnal Pustaka Manajemen (Pusat Akses Kajian Manajemen)

Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian Produk UMKM di Kota Pariaman

Reni Wijaya — 2026-06-30

This study aims to analyze the effect of marketing communication on purchasing decisions for MSME products in Pariaman. The study used a quantitative method with simple linear regression analysis involving 100 MSME respondents selected through purposive sampling. The results showed that marketing communication has a positive and significant effect on purchasing decisions (Sig. 0.000 < 0.05) with a contribution of 31.1%. These findings support the theory that strengthening product information communication strategies effectively can significantly encourage consumer purchasing actions.

Generative AI in Strategic Management: Transforming Business Models For Sustainable Value Creation

Salamiah Kulal — 2026-06-30

The integration of generative artificial intelligence (AI) into strategic management has emerged as a critical driver of business model innovation and sustainable value creation. This study examines PETRONAS's comprehensive digital transformation framework, focusing on how generative AI technologies are strategically implemented to enhance decision-making processes and drive sustainable business outcomes. Through a qualitative case study methodology utilizing secondary data from publicly available sources, this research analyzes PETRONAS's AI-driven initiatives, including the revolutionary Jom AI (J.AI) platform launched in July 2023. The findings reveal that PETRONAS's strategic implementation of generative AI has significantly enhanced knowledge discovery capabilities, operational efficiency, and sustainable value creation. The study contributes to the literature by providing empirical evidence of how large Malaysian corporations can successfully integrate generative AI into their strategic management practices while maintaining focus on environmental, social, and governance (ESG) objectives. The research demonstrates that generative AI, when strategically implemented within a robust governance framework, serves as a catalyst for sustainable business model transformation in the energy sector.

Pengaruh Penggunaan Teknologi dan Insentif Terhadap Kinerja Karyawan Bagian Produksi di Pabrik Bumbu PT Abrofood Prima Makmur Kec. Pariaman Timur, Kota Pariaman

Agus Nurofik — 2026-06-30

The human resources play a crucial role in determining company performance, particularly in the production sector supported by the use of technology and incentive systems. However, limited mastery of technology, machine disruptions, and the suboptimal implementation of incentives can affect the achievement of employee performance. This condition also occurs at PT Abrofood Prima Makmur, making it necessary to conduct a study to examine the effect of technology utilization and incentives on the performance of production employees. This study employed a quantitative method with a population of 90 employees of PT Abrofood Prima Makmur. The sampling technique used was purposive sampling with the Slovin formula, resulting in 47 samples. The research data consisted of primary data collected through questionnaire distribution, which were tested for validity and reliability. Data analysis was conducted using multiple linear regression, classical assumption tests, t-test, F-test, and coefficient of determination with the assistance of SPSS version 26. The results show that technology utilization and incentives, both partially and simultaneously, have a positive and significant effect on employee performance, with a significance value of 0.000 < 0.005. The R² value of 0.537 indicates that these two variables explain 53.7% of employee performance, while the remaining 46.3% is influenced by other factors not examined in this study.

Analisis Kualitatif Dampak Penerapan Teknologi E-Commerce dalam Peningkatan Pendapatan Kelompok Tani di Kabupaten Kerinci

Enny Sestriyenti — 2026-06-30

Digital transformation in the agricultural sector has emerged as a crucial strategy for addressing issues inherent in traditional supply chains. This study aims to analyze in depth the impact of e-commerce technology adoption on increasing the income of farmer groups in Kerinci Regency. Employing a descriptive qualitative approach with a phenomenological design, data were collected through in-depth interviews with farmer group administrators and members, observations, and triangulation with Field Agricultural Extension Officers (PPL). The findings indicate that e-commerce adoption—dominated by social commerce (WhatsApp Business and Facebook Marketplace) and specialized rice e-commerce platforms—significantly cuts out middlemen. Farmers gain greater bargaining power and improved cash flow stability. However, this income growth is still constrained by structural hurdles, such as high logistics costs from Kerinci's highland areas and limited digital literacy among older farmers.