JURNAL EKONOMI, SOSIAL & HUMANIORA

ANTI KLIMAKS PEMBIAYAAN BERMASALAH PADA KOPERASI SIMPAN PINJAM DAN PEMBIAYAAN SYARIAH BAITUL MAL WAT TAMWIL

MUHAMMAD JALARI, ARIF NUGROHO RACHMAN, MUHAMMAD FAJRUL FALAAH — Sun, 01 Jun 2025 03:05:28 +0000

Tujuan penelitian ini adalah untuk mengetahui penyebab Koperasi Simpan Pinjam dan Pembiayaan Syariah Baitul Mal Wat Tawil mengalami pembiayaan bermasalah. Disamping itu untuk mengetahui pengaruh pembiayaan bermasalah terhadap kemampuan pembiayaan serta untuk mengetahui upaya yang dilakukan dalam mengatasi pembiayaan bermasalah. Metode penelitian menggunakan metode kualitatif, pengumpulan data dengan observasi, wawancara dan dokumentasi. Hasil penelitian dapat disimpulan bahwa penyebab pembiayaan bermasalah adalah Usaha wiraswasta nasabah mengalami kelesuhan. Nasabah setelah mendapat pinjaman tidak sesuai dengan akad pembiayaan murobahah. Pembiayaan bermasalah berpengaruh terhadap kemampuan pembiayaan disebabkan nasabah tidak mampu mengangsur setiap bulan, sehingga dalam menjalankan operasionalnya mengalami hambatan. Upaya yang dilakukan manajemen dalam mengatasi pembiayaan bermasalah melakukan identifikasi terhadap sekian banyak nasabah yang dibagi dalam beberapa kategori, yaitu dalam perhatian lancar, kurang lancar, diragukan, dan macet. Bagi yang pembiayaan bermasalahnya tidak mudah diselamatkan, langkah-langkah penyelesaian adalah penjadwalan kembali (rescheduling), penyusunan kembali (restructuring), Jaminan dieksekusi dan dana qardhul hasan.

FAKTOR YANG MEMPENGARUHI PROFITABILITAS SELAMA PANDEMI COVID-19 PERUSAHAAN SEKTOR KESEHATAN YANG TERDAFTAR DI BEI TAHUN 2020-2023

SARA SEPTYANA TRI UTAMI , ARIF NUGROHO RACHMAN — Thu, 05 Jun 2025 11:28:05 +0000

Penelitian ini bertujuan untuk menguji pengaruh tingkat profit yang diukur menggunakan Current Ratio (CR), Ukuran Perusahaan (Size), dan Working Capital Turnover (Tingkat Perputaran Modal) terhadap Profitabilitas (Return On Aset). Populasi pada penelitian ini adalah jasa kesehatan yang terdaftar di Bursa Efek Indonesia (17 perusahaan), teknik pengambilan sampel menggunakan purposive sampling dan diperoleh sebanyak 6 perusahaan yang dijadikan objek penelitian. Metode yang digunakan dalam penelitian ini yakni metode regresi linier berganda. Berdasarkan hasil penelitian secara simultan bahwa Current Ratio, Size dan Working Capital Turnover berpengaruh secara simultan (bersama) terhadap Return On Aset. Secara parsial Current Ratio tidak berpengaruh dan tidak signifikan terhadap ROA, Size berpengaruh negatif dan signifikan terhadap ROA, sedangkan Working Capital Turnover berpengaruh negatif dan tidak signifikan terhadap ROA.

PEMBELAJARAN BERPIKIR KRITIS: MAKNA DAN RELEVANSINYA BAGI MAHASISWA DI PERGURUAN TINGGI

URBANUS URA WERUIN — Thu, 22 May 2025 00:00:00 +0000

This literary study article discusses the relevance, challenges, obstacles, and methods that can be used in critical thinking learning for students in higher education. With critical thinking learning, students are not only able to remember and memorize various ideas, opinions, concepts, or theories but also able to understand, sort, analyze, evaluate, and synthesize various ideas, opinions, or theories critically and rationally in the presence of healthy reason. Critical thinking is nothing more than thinking about how people should think. Critical thinking skills are related to the ability to understand, sort, analyze, and synthesize various ideas, information, or problems faced in order to make decisions quickly, accurately, effectively, and efficiently. The absence of adequate training, limited knowledge and literature, time constraints, and preconceptions that are difficult to change can be obstacles in themselves in learning critical thinking. Critical thinking learning can begin with understanding the problem; formulating the problem; applying logical reasoning; and applying deductive-inductive thinking to draw the right conclusions. Critical thinking knowledge and skills are useful in studying any field; including in solving practical problems in the world of work.

FAKTOR-FAKTOR YANG MEMPENGARUHI FINANCIAL DISTRESS PADA PERUSAHAAN PROPERTY DAN REAL ESTAT DI BURSA EFEK INDONESIA PERIODE 2020-2022

Indah Alibas, Linda Grace Loupatty — Wed, 11 Jun 2025 00:00:00 +0000

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi financial distress pada perusahaan sektor properti dan real estate yang terdaftar di Bursa Efek Indonesia (BEI) selama periode 2020-2022. Faktor-faktor yang diteliti meliputi likuiditas, leverage, profitabilitas, dan ukuran perusahaan. Financial distress yang digunakan untuk menghitung tingkat kebangkrutan suatu perusahaan atau Z-Score, sedangkan likuiditas diukur dengan Current Ratio (CR), leverage dengan Debt to Equity Ratio (DER), profitabilitas dengan Return On Assets (ROA), dan ukuran perusahaan menggunakan logaritma total aset (SIZE). Sampel penelitian ini terdiri dari 198 perusahaan yang bergerak di sektor properti dan real estate. Teknik analisis yang digunakan adalah regresi linier berganda untuk menguji pengaruh variabel independen terhadap variabel dependen.Hasil penelitian menunjukkan bahwa likuiditas berpengaruh negative terhadap financial distress.Leverage berpengaruh positif terhadap financial distress, Profitabilitas berpengaruh negatif terhadap financial distress, Ukuran perusahaan berpengaruh positif terhadap financial distress.

ANALISA PENEGAKAN HUKUM YANG BERKEADILAN DALAM KASUS GREGORIUS RONALD TANNUR: KAJIAN TERHADAP PENYIMPANGAN PUTUSAN HAKIM DAN REFORMASI YUDISIAL

Thu, 12 Jun 2025 00:00:00 +0000

This article examines law enforcement in the case of Gregorius Ronald Tannur, a defendant in a case of violence against Dini Sera Afrianti that resulted in her death. The main focus is the discrepancy between the acquittal issued by the Surabaya District Court and the legal facts, as well as the annulment of the verdict by the Supreme Court after the revelation of a bribery scandal within the judiciary. This case shows a gap in the judicial system, where the integrity of judges can be influenced by external factors. Fair law enforcement requires increased integrity of judges, transparency in decision-making, and more effective oversight mechanisms.

IMPLIKASI HUKUM ADAT PADA TAYANGAN ANAK BOCAH PETUALANG

Tue, 17 Jun 2025 00:00:00 +0000

Penelitian ini mengkaji implikasi hukum adat dalam tayangan anak “Bocah Petualang” serta perannya dalam membentuk karakter dan kedisiplinan anak-anak. Tayangan ini secara tidak langsung merepresentasikan nilai-nilai hukum adat melalui kehidupan masyarakat lokal yang ditampilkan, seperti mekanisme penyelesaian konflik berbasis musyawarah dan keadilan restoratif. Pendekatan kualitatif dengan metode analisis isi digunakan untuk mengidentifikasi bagaimana hukum adat diterima melalui media. Hasil penelitian menunjukkan bahwa hukum adat berperan penting dalam pembentukan nilai moral dan etika sosial anak, serta memperkuat identitas budaya lokal. Tayangan “Bocah Petualang” berfungsi sebagai media edukatif yang efektif dalam menanamkan nilai-nilai budaya dan hukum adat kepada generasi muda, Representasi hukum adat dalam media televisi juga memperkuat pentingnya perlindungan kekayaan budaya masyarakat adat sesuai dengan Pasal 18B ayat (2) UUD 1945 dan Undang-Undang No. 5 Tahun 2017 tentang Pemajuan Kebudayaan.

ANALISIS PENGARUH IPM, INFLASI, DAN TINGKAT PENGANGGURAN TERHADAP PERTUMBUHAN EKONOMI REGIONAL 6 KOTA DI PROVINSI JAWA TENGAH TAHUN 2014-2019

Bhaskara Dhanu Kusuma — Thu, 26 Jun 2025 00:00:00 +0000

Gross Regional Domestic Product (GRDP) is one of the indicators used to assess the economic condition of a region. This research was conducted to find out what factors affect economic growth in the six main cities of Central Java Province in the 2014-2019 time span. The data used in this study are secondary data processed from the official website of the Central Statistics Agency and are in the form of panel data. The best panel data regression model used is the regression model with random effects, with the results of the study in the form of unemployment rate and HDI variables having a significant effect on economic growth, while the inflation variable has no significant effect. This regression model is able to explain 60% of the variation in economic growth. Suggestions given to the Regional Government are to improve the quality of human resources through training programs, increasing access to education, and creating jobs.

IDENTIFIKASI PENGEMBANGAN INOVASI KURIKULUM MERDEKA DI MTs NEGERI 5 BOYOLALI : STUDY KASUS DESKRIPTIF KUALITATIF

Joko Sulistiyo, Agus Purnomo — Thu, 26 Jun 2025 00:00:00 +0000

Fleksibilitas dalam proses pembelajaran yang ditawarkan Kurikulum Merdeka sangatlah mendukung Masyarakat marginal yang tinggal di pinggiran perkotaan. Inovasi pengembangan kurikulum merupakan kunci utama peningkatan kualitas Pendidikan. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengembangan inovasi dalam Kurikulum Merdeka di MTs Negeri 5 Boyolali. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pengumpulan data melalui observasi dan wawancara. Analisis data meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan adanya pengembangan inovasi dalam penerapan Kurikulum Merdeka yang diikuti munculnya perilaku baru dalam kehidupan sehari-hari siswa di madrasah khususnya dalam menjalankan ibadah. Kendala yang ditemukan hanya terjadi pada keterbatasan waktu dan pemahaman ataupun pengalaman guru. Kesimpulan penelitian ini adalah terdapat peningkatan kebebasan dan kreativitas guru serta siswa dalam proses pembelajaran memanfatkan Problem Based Learning (PBL), Project Based Learning (PjPBL), bahkan Project Oreinted Problem Based Learning (POPBL) dalam berbagai proyek pembelajaran maupun dalam kegiatan P5P2RA dengan pemanfaatan teknologi sebagai media dan sumber belajar. Penelitian ini memberikan rekomendasi untuk pengaturan waktu pembelajaran yang efektif dan penambahan kegiatan P5P2RA sebagai modal utama pengembangan kurikulum

IMPLEMENTASI KURIKULUM MERDEKA BELAJAR DI KELAS XII SMK NEGERI 1 MAGETAN

Hengky Sudarmawan, Umar Abdullah Syarif — Fri, 27 Jun 2025 00:00:00 +0000

Kurikulum Merdeka merupakan terobosan pendidikan yang menghadirkan transformasi fundamental dalam sistem pembelajaran di Indonesia melalui pendekatan pembelajaran bebas namun terstruktur, relevan dengan tantangan zaman, serta inovatif dengan pendekatan diferensiasi berbasis keragaman peserta didik dan pembelajaran kontekstual sesuai potensi lokal. Implementasi kurikulum ini di SMKN 1 Magetan telah berjalan selama empat tahun secara menyeluruh, mencakup seluruh jenjang kelas (X–XII), menunjukkan komitmen sekolah dalam mewujudkan pendidikan yang adaptif dan berorientasi pada dunia kerja.

PENGARUH KUALITAS DOKUMEN PELAKSANAAN ANGGARAN (DPA), AKURASI PERENCANAAN KAS, DAN KUALITAS SUMBER DAYA MANUSIA TERHADAP PENYERAPAN ANGGARAN PADA KABUPATEN PONOROGO

Ilyana Khansa — Mon, 30 Jun 2025 00:00:00 +0000

This study aims to analyse the effect of Budget Implementation Document (DPA) Quality, Cash Planning Accuracy, and Human Resources Quality on budget absorption in Ponorogo Regency. This research uses quantitative descriptive method. The population in this study were 46 Regional Apparatus Organisations in Ponorogo Regency. Sampling using total sampling technique. The data used is primary data. The data was obtained by distributing questionnaires directly by visiting the OPD one by one. This study uses multiple linear regression analysis with the help of the SPSS version 25 application. The results of this study indicate that the first hypothesis that the quality of DPA affects budget absorption. The second hypothesis shows that cash planning accuracy affects budget absorption. The results of the third hypothesis show that the quality of human resources affects budget absorption. And the results of the fourth hypothesis show that the quality of DPA, cash planning accuracy, and the quality of human resources have a simultaneous effect on budget absorption.

ANALISIS PENERAPAN PRODUKSI BERSIH PADA PRODUKSI TAHU: STUDI KASUS DI PABRIK TAHU DELE EMAS, KRAJAN, MOJOSONGO SURAKARTA

Cicik Sudaryantiningsih, Yonathan Suryo Pambudi — Wed, 23 Jul 2025 21:42:11 +0000

Penelitian ini bertujuan untuk menganalisis penerapan konsep produksi bersih (clean production) dalam proses pembuatan tahu di Pabrik Tahu Dele Emas, Krajan, Mojosongo, Surakarta. Produksi bersih merupakan pendekatan preventif yang bertujuan meminimalkan limbah dan pencemaran sejak awal proses produksi, sehingga mendukung efisiensi sumber daya dan keberlanjutan lingkungan. Penelitian ini menggunakan pendekatan studi kasus dengan metode observasi langsung, wawancara mendalam, serta dokumentasi aktivitas produksi dan pengelolaan limbah. Hasil penelitian menunjukkan bahwa Pabrik Tahu Dele Emas telah menerapkan beberapa prinsip produksi bersih, seperti pemanfaatan kembali air rendaman kedelai dan penggunaan bahan baku lokal untuk mengurangi emisi transportasi. Namun, masih ditemukan keterbatasan dalam pengelolaan limbah padat dan cair yang berpotensi mencemari lingkungan sekitar. Selain itu, kesadaran tenaga kerja terhadap prinsip produksi ramah lingkungan masih perlu ditingkatkan melalui pelatihan berkelanjutan. Penelitian ini merekomendasikan penguatan manajemen limbah, pemanfaatan teknologi sederhana untuk daur ulang limbah, serta peningkatan kapasitas SDM dalam pengelolaan produksi bersih. Temuan ini diharapkan dapat menjadi rujukan bagi pelaku industri kecil lainnya untuk mengintegrasikan prinsip produksi bersih dalam aktivitas usahanya guna mencapai efisiensi, produktivitas, dan kelestarian lingkungan

KEKERASAN DALAM RUMAH TANGGA SEBAGAI DASAR DAN ALASAN PERCERAIAN

Annisa Putri Utami, Nanik Sutarni, Burham Pranawa — Wed, 23 Jul 2025 00:00:00 +0000

Indonesia is a state of law that guarantees protection for all its citizens, including within the institution of marriage. Domestic violence (KDRT) has become a phenomenon that disrupts family harmony and is often the basis for divorce lawsuits, particularly from wives. However, public understanding of domestic violence as a legitimate legal reason for divorce remains low. This study uses a normative and empirical juridical approach, through literature studies and interviews at the Boyolali Religious Court. The findings indicate that domestic violence can legally be used as the basis for divorce, as stated in Article 19 (d) and (f) of Government Regulation No. 9 of 1975 and Article 116 of the Compilation of Islamic Law. Evidence in divorce cases involving domestic violence can include witness testimonies, medical reports (visum et repertum), and reports to law enforcement. In conclusion, legal awareness and protection for victims of domestic violence must continue to be strengthened through education and a justice system that sides with victims.

PELAKSANAAN SISTEM PENGADAAN BARANG BERBASIS E-PURCHASING DI PT. GLOBAL GEMILANG NUSA PERTIWI

Bagas Chandra Nur Adi Sulistyo, Nanik Sutarni, Burham Pranawa — Thu, 24 Jul 2025 00:00:00 +0000

Presidential Regulation Number 12 of 2021 is an amendment to Presidential Regulation Number 16 of 2018 regarding the procurement of government goods and services. One of the key changes is the reinforcement of the e-purchasing system through electronic catalogs and online stores. This study aims to examine the implementation and effectiveness of this regulation in the context of e-purchasing carried out by suppliers, using PT. Global Gemilang Nusa Pertiwi as a case study. The research method used is empirical juridical, combining normative analysis of laws and regulations with empirical field data obtained through interviews and observation. The findings indicate that although the regulation normatively aims to achieve more transparent, efficient, and accountable procurement, its implementation still encounters several technical and administrative obstacles. These include lengthy product curation processes, technical issues within the e-catalog system, and limited digital literacy among regional suppliers. Thus, there is a need for strengthening technical capacities, improving digital infrastructure, and simplifying the curation process to ensure that e-purchasing implementation aligns with the spirit of bureaucratic reform and good governance.

IMPLEMENTASI HUKUM TINDAK PIDANA KORUPSI DENGAN KERUGIAN KEUANGAN NEGARA DIBAWAH 50 JUTA RUPIAH

Tri Lestari, Burham Pranawa, Tegar Harbriyana Putra — Thu, 24 Jul 2025 00:00:00 +0000

The increasing number of corruption crimes in Indonesia has caused significant losses to state finances, including in cases with losses below 50 million rupiah. The legal handling based on Law No. 31 of 1999 in conjunction with Law No. 20 of 2001 on the Eradication of Corruption. However, in practice, minor corruption cases are often resolved through a restorative justice approach, as regulated by the Attorney General’s Circular and Prosecutor Regulation No. 15 of 2020. This study aims to examine the implementation of law in handling corruption cases involving state losses below 50 million rupiah, particularly from the perspective of restorative justice. The research method is normative juridical with a descriptive qualitative approach, relying on secondary data and interviews with the Boyolali District Attorney’s Office. The results indicate that restorative justice is applied to achieve efficiency and effectiveness, provided that the perpetrator is a first-time offender and the loss has been fully returned. The study concludes that while restorative justice in small-scale corruption aligns with legal efficiency, it remains controversial due to its potential contradiction with the principles of the Anti-Corruption Law.

MEDIASI DALAM KASUS PERCERAIAN AKIBAT KEKERASAN DALAM RUMAH TANGGA (KDRT)

Ragil Adi Nugroho, Ananda Megha Wiedhar Saputri, Muhammad Fauzan Hidayat — Fri, 25 Jul 2025 00:00:00 +0000

Domestic Violence (DV) is a major cause of divorce in Indonesia. Although the law stipulates mediation as the initial step in the divorce process, its effectiveness in the context of domestic violence remains questionable. This study aims to examine in-depth the process and obstacles to mediation in divorce cases due to domestic violence at the Boyolali Regency Religious Court. The research method used is empirical juridical with a qualitative descriptive approach, through observation, interviews, and literature review. The results indicate that despite clear procedural stages and the involvement of mediators in facilitating communication, the success rate of mediation in domestic violence cases remains low. This is due to regulatory factors, victim trauma, the absence of parties, third-party intervention, and limited mediator resources. Mediation in domestic violence cases remains a complex challenge that requires a specialized approach.

PERLINDUNGAN HUKUM TERHADAP KORBAN TINDAKAN CATCALLING DI PLATFORM MEDIA SOSIAL SEBAGAI BENTUK KASUS KEJAHATAN SEKSUAL

Mega Fitri Andriyani, Burham Pranawa, Nanik Sutarni — Fri, 25 Jul 2025 00:00:00 +0000

The transformation of sexual harassment from physical public spaces to cyberspace has given rise to a new form of crime known as digital catcalling. This phenomenon demonstrates the complexity of the law, which has not fully responded to the characteristics of gender-based crimes in the virtual world. This study aims to analyze the forms of legal protection for victims of catcalling on social media and examine the obstacles and government efforts in its implementation. The research method used a normative-descriptive approach with qualitative analysis. The results indicate that although regulations such as the TPKS Law, the Pornography Law, and the ITE Law exist that can be used to prosecute perpetrators, legal protection for victims remains ineffective due to the lack of specific norms explicitly governing digital catcalling. Systemic integration between regulations and a gender- and technology-based approach is needed to strengthen victim protection

ANALISIS PERJANJIAN LISAN DALAM JUAL BELI SUSU ANTARA KUD CEPOGO DENGAN PETERNAK SAPI DI KECAMATAN CEPOGO

Syafiq Al’afif Setia Adi, Muhammad Fauzan Hidayat, Burham Pranawa — Tue, 29 Jul 2025 00:00:00 +0000

This study discusses the practice of oral agreements in the sale and purchase of milk between the Village Unit Cooperative (KUD) Cepogo and dairy cattle farmers in Cepogo District. The legal relationship between both parties is based on oral agreements that have been passed down through generations, rooted in mutual trust and the familial values inherent in cooperatives. The research aims to analyze the validity, legal force, and juridical implications of such oral agreements, including the risk of default and the dispute resolution mechanisms employed. The method used is an empirical juridical approach, with data collected through interviews, field observations, and document analysis. The findings indicate that the oral agreements fulfill the legal requirements for a valid contract as outlined in Article 1320 of the Indonesian Civil Code (KUHPerdata) and are therefore legally binding. However, the absence of written documentation weakens the position of the parties in the event of disputes, particularly in terms of legal proof. As a result, legal education for both farmers and cooperatives is needed, as well as the preparation of simple supporting documents to enhance legal protection and ensure greater legal certainty in milk trade practices at KUD Cepogo.

PENGARUH APLIKASI PUPUK KOMPOS TERHADAP TOLERANSI SELADA(LACTUCA SATIVA) PADA SUHU 360C-400C

Noriani, Yonathan Suryo Pambudi — Thu, 31 Jul 2025 00:00:00 +0000

This study analyzes the growth tolerance of lettuce (Lactuca sativa) to high temperatures with the application of compost fertilizer at Jl. Klodran Selatan No. 30, Kronggahan RT 02/RW 07, Banturan, Colomadu, Karanganyar, Central Java. Lettuce growth is inhibited at temperatures (36°C-40⁰C) at this research location. The objectives are to evaluate the effect of high temperature on lettuce growth, the impact of heat stress, and the effectiveness of compost fertilizer in improving tolerance to high temperatures and yield quality. A completely randomized design (CRD) with five treatments (compost percentage: 0%, 30%, 50%, 60%, 100%) and four replications was used. Observed parameters included plant height and leaf color. Results showed that the 50% compost and 50% soil treatment yielded the tallest plants, but plant condition deteriorated by week 5. Excessive compost use (60% and 100%) reduced growth. Further analysis is needed to explain the interaction between high temperature, compost concentration, and lettuce growth. Lettuce cultivation in tropical regions is hampered by high temperatures causing heat stress and reduced yields. This research investigates the effect of organic compost application on lettuce tolerance to temperatures (36°C-40⁰C) at Jl. Klodran Selatan No. 30, Karanganyar. To evaluate the effect of high temperature on lettuce growth. To identify the impact of heat stress on lettuce due to high temperatures. To analyze how compost fertilizer application can improve lettuce tolerance to high temperatures. To determine the effectiveness of compost in improving yield quality under high temperature conditions.

KEJAHATAN SEKSUAL TERHADAP PEREMPUAN DAN ANAK PERSPEKTIF VIKTIMOLOGI

Fri, 18 Jul 2025 00:00:00 +0000

Sexual violence against women and children is a serious violation of human rights that has a comprehensive impact—physical, mental, and social. In criminology, this crime is influenced by structural and cultural factors such as patriarchal domination, power imbalances, and a lack of legal protection and sexual education. The purpose of this study is to examine the characteristics of sexual crimes and assess the effectiveness of the legal system in protecting victims. The research was conducted using a normative-empirical legal method: the normative approach was conducted through an analysis of regulations such as the Child Protection Law and the TPKS Law; while the empirical approach involved interviews with law enforcement officials and victim advocates.

The results indicate that although regulations are in place, their implementation is suboptimal, as evidenced by weak synergy between institutions, limited psychological support, and stigma that discourages victims from reporting. This study recommends a more holistic approach—including victim-centered legal reform, increased understanding of law enforcement, and public education. By combining criminological and legal analysis, it is hoped that the protection system for women and children can become more responsive and inclusive to the dynamics of sexual violence.

STRATEGI PEMASARAN CITILINK DALAM MEMENANGKAN PERSAINGAN DI PASAR INDONESIA

Imam Ozali, Charles AN, Yana Tatiana — Thu, 24 Jul 2025 00:00:00 +0000

The Indonesian domestic aviation industry continues to experience significant growth in line with increasing public mobility and expanding regional access. Citilink, a subsidiary of Garuda Indonesia operating as a low-cost carrier (LCC), strives to strengthen its national market share through the implementation of adaptive and innovative marketing strategies. This study aims to analyze Citilink's marketing strategy to win the Indonesian domestic aviation market competition in 2024. Using a qualitative approach and descriptive methods, data were collected through interviews with Citilink management, observations in various operational areas, and secondary document reviews. The results show that Citilink consistently applies the marketing mix (7Ps) covering product, price, place, promotion, people, process, and physical evidence. Competitive pricing strategies, aggressive digital promotional campaigns, and collaboration with various industrial sectors and local governments are key to expanding market reach.

Citilink positions itself as a "Smart Value Airline" that prioritizes a combination of affordable prices and quality service. Challenges faced include limited infrastructure, intense price competition, and public perception of LCC airline services. This study concludes that Citilink's marketing strategy is generally relevant to the characteristics of the Indonesian market and capable of enhancing its national competitiveness. These findings are expected to serve as a strategic reference for industry players and contribute to academics' development of aviation marketing studies.