Performance Evaluation of Costs and Schedules for the Merah Putih Cooperative Construction Project Using Earned Value Management

Suriyanto Suriyanto; Ahmad Purkon; Wiwin Aswawarman; Try Sugiyarto Soeparyanto; Abdul Kadir

doi:10.34306/abdi.v7i1.1483

Authors

Suriyanto Suriyanto Halu Oleo University Author
Prima Hafidz Mumtazi Universitas Raharja Author
Wiwin Aswawarman Halu Oleo University Author
Try Sugiyarto Soeparyanto Halu Oleo University Author
Abdul Kadir Halu Oleo University Author

DOI:

https://doi.org/10.34306/abdi.v7i1.1483

Keywords:

location Targeting, Google Ads, Startupreneur, Cost-Per-Acquisition, Digital Promotion

Abstract

The post-pandemic digital economy growth opens significant opportunities for culinary startupreneurs in Indonesia; however, limited digital marketing budgets often lead to advertising budget waste. This study aims to analyze the potential utilization of Google Ads' Location Targeting feature as an efficient digital promotion strategy for a donut culinary startupreneur in Karawaci, Tangerang City. The research employs a descriptive quantitative method with a case study approach through the comparison of Google Ads dashboard metrics before and after location radius optimization (A/B Testing). The results indicate that implementing Location Targeting within a 7 km radius from the store location significantly reduced the Cost-Per-Acquisition (CPA) from IDR 37,500 to IDR 8,050 per order (a 78.53% reduction), while simultaneously increasing the Click-Through-Rate (CTR) from 1.5% to 6.8%. The sales conversion increase from 15 to 61 orders confirms that precise geographic targeting within a logistics-relevant radius effectively eliminates advertising budget waste. It can be concluded that Google Ads Location Targeting is an essential survival and escalation strategy for budget-constrained culinary startupreneurs, aligned with the business efficiency principles within the Sustainable Development Goals (SDG) 8 framework.

References

[1] S. F. Marpaung, H. Z. Siregar, F. Abdillah, H. Fadilla, and M. A. P. Manurung, “Dampak transformasi digital terhadap inovasi model bisnis dalam start-up teknologi,” Innovative: Journal Of Social Science Research, vol. 3, no. 3, pp. 6111–6122, 2023.

[2] R. Wujarso, B. S. Pitoyo, and R. Prakoso, “Peran kepemimpinan digital dalam era digital,” Journal of Information System, Applied, Management, Accounting and Research, vol. 7, no. 1, pp. 1–9, 2023.

[3] A. A. Setyawan, E. Setyawati, and J. S. P. Tyoso, “Digital resilience framework for msme development in facing global market volatility,” Aptisi Transactions on Technopreneurship (ATT), vol. 8, no. 1, pp. 239–252, 2026.

[4] Z. Wang, S. Lin, Y. Chen, O. Lyulyov, and T. Pimonenko, “Digitalization effect on business performance: role of business model innovation,” Sustainability, vol. 15, no. 11, p. 9020, 2023.

[5] E. E. Tulungen, D. P. Saerang, and J. B. Maramis, “Transformasi digital: Peran kepemimpinan digital,” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, vol. 10, no. 2, 2022.

[6] H. E. Adama and C. D. Okeke, “Digital transformation as a catalyst for business model innovation: A critical review of impact and implementation strategies,” Magna Scientia Advanced Research and Reviews, vol. 10, no. 02, pp. 256–264, 2024.

[7] A. Wilson, R. Kask, and L. W. Ming, “Exploring circular digital economy strategies for sustainable environmental, economic, and educational technology,” International Transactions on Education Technology (ITEE), vol. 2, no. 2, pp. 129–139, 2024.

[8] M.-H. Hsiao, “Resource integration and firm performance through organizational capabilities for digital transformation,” Digital Transformation and Society, 2024.

[9] K. Agustian, E. S. Mubarok, A. Zen, W. Wiwin, and A. J. Malik, “The impact of digital transformation on business models and competitive advantage,” Technology and Society Perspectives (TACIT), vol. 1, no. 2, pp. 79–93, 2023.

[10] B. Djatmiko, S. Wulandari, and T. Kuusk, “The impact of digital transformation strategies on enhancing innovation capability among indonesian startups,” Startupreneur Business Digital (SABDA Journal), vol. 5, no. 1, pp. 96–106, 2026.

[11] J. Yu, J. Wang, and T. Moon, “Influence of digital transformation capability on operational performance,” Sustainability, vol. 14, no. 13, p. 7909, 2022.

[12] D. Junita and K. Damanik, “Pengaruh kepemimpinan digital terhadap kinerja umkm: Peran mediasi kapabilitas inovasi digital,” Jurnal Daya Saing, vol. 11, no. 3, pp. 614–622, 2025.

[13] H. Halim, T. M. Kesuma, and M. R. Siregar, “Digital transformation strategy to optimize company performance,” Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, vol. 2, no. 2, pp. 189–200, 2023.

[14] Otoritas Jasa Keuangan, “Blueprint for digital transformation in banking,” Jakarta, Indonesia, 2021, [Online]. Available: https://www.ojk.go.id/id/berita-dan-kegiatan/info-terkini/Documents/Pages/Cetak- Biru-Transformasi-Digital-Perbankan/BLUEPRINT

[15] W. Sahetapy, A. Biay et al., “Peran kemampuan manajerial dalam memfasilitasi transformasi digital: Mendorong transformasi model bisnis dan peningkatan kinerja perusahaan,” Jurnal Manajemen Sistem Informasi, vol. 5, no. 1, pp. 47–56, 2026.

[16] U. Kustiawan et al., “Pengaruh kepemimpinan autentik dan kepercayaan kepemimpinan terhadap perilaku kewarganegaraan organisasi (ocb) dan kinerja karyawan: Indonesia,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 4, no. 2, pp. 64–69, 2023.

[17] I. P. P. Astawa and I. A. U. Dewi, “Transformasi bisnis di era digital: Peran strategis kecerdasan buatan dalam inovasi dan keunggulan bersaing,” RESI: Jurnal Riset Sistem Informasi, vol. 4, no. 1, pp. 314–320, 2025.

[18] A. Belhadi, S. Kamble, A. Gunasekaran, and V. Mani, “Analyzing the mediating role of organizational ambidexterity and digital business transformation on industry 4.0 capabilities and sustainable supply chain performance,” Supply Chain Management: An International Journal, vol. 27, no. 6, pp. 696–711, 2022.

[19] D. Andayani, N. P. L. Santoso, C. T. Hua, and B. N. Henry, “Cloud computing and artificial intelligence for secure and sustainable digital transformation,” ADI Journal on Recent Innovation (AJRI), vol. 7, no. 2, pp. 209–219, 2026.

[20] S. I. Al-Ayed, A. A. Al-Tit, and A. Alashjaee, “The effect of digital transformation on organizational performance by a mediating role of digital innovation,” Migration Letters, vol. 20, no. 7, pp. 380–394, 2023.

[21] M. Riduan and M. R. Firdaus, “Transformasi digital dan kinerja: Kajian peran budaya organisasi, kompetensi digital, strategi bisnis di bisnis telekomunikasi,” Jurnal Maneksi (Management Ekonomi Dan Akuntansi), vol. 13, no. 1, pp. 48–58, 2024.

[22] H.-T. Tsou and J.-S. Chen, “How does digital technology usage benefit firm performance? digital transformation strategy and organisational innovation as mediators,” Technology Analysis & Strategic Management, vol. 35, no. 9, pp. 1114–1127, 2023.

[23] Q. Aini, D. Manongga, U. Rahardja, I. Sembiring, and R. Efendy, “Innovation and key benefits of business models in blockchain companies,” Blockchain Frontier Technology, vol. 2, no. 2, pp. 24–35, 2023.

[24] T. A. Wiratno and B. Callula, “Transformation of beauty in digital fine arts aesthetics: An artpreneur perspective,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 2, pp. 231–241, 2024.

[25] Q. Aini, D. Manongga, E. Sediyono, S. Y. J. Prasetyo, U. Rahardja, and N. P. L. Santoso, “The adoption of blockchain technology the business using structural equation modelling,” IJCCS (Indonesian Journal of Computing and Cybernetics Systems), vol. 18, no. 1, pp. 13–24, 2024.

[26] C. Zurnali and W. Wahjono, “Dampak tranformasi digital terhadap bisnis,” Jurnal Ilmiah Infokam, vol. 19, no. 2, pp. 96–102, 2024.

[27] A. Putriana, “Analisis strategi bisnis di era transformasi digital,” MUKASI: Jurnal Ilmu Komunikasi, vol. 2, no. 3, pp. 223–232, 2023.

[28] W.-Y. Tsai and C.-J. Su, “Digital transformation of business model innovation,” Frontiers in Psychology, vol. 13, p. 1017750, 2022.

[29] C. Lukita, A. K. Chandra, R. Fahrudin, N. M. Agatha, and D. P. Suci, “Maturity level measurement model of msmes for sustainable economic growth,” Aptisi Transactions on Technopreneurship (ATT), vol. 8, no. 2, pp. 434–442, 2026.

[30] T. Nefianto, “Strategi transformasi digital untuk penguatan manajemen organisasi,” Jurnal Sosial Teknologi, vol. 5, no. 10, pp. 4026–4031, 2025.

[31] A. Agustiawan, E. Dwiantoro, and M. Belladona, “Studi penerepan earned value analysis (eva) terhadap waktu pada proyek konstruksi (studi kasus: Pembangunan instalasi pengolahan air penyediaan air minum (ipa pam) di desa lubuk puar bengkulu tengah),” Jurnal Teknik Sipil, vol. 6, no. 1, pp. 32–45, 2026.

[32] E. S. A. Embun, I. Khaidir, and E. Rita, “Kajian pengaruh manajemen sumber daya terhadap produktivitas pelaksanaan proyek konstruksi gedung,” Siklus: Jurnal Teknik Sipil, vol. 10, no. 1, pp. 80–90, 2024.

[33] G. A. Tanuwihardjo, B. Anondho, and A. Sutandi, “Analisis metode earned value untuk durasi penyelesaian pembangunan proyek x di karawang,” JMTS: Jurnal Mitra Teknik Sipil, pp. 579–586, 2025.

[34] R. M. Fairuz, “Analisis biaya dan waktu menggunakan metode earned value management (evm) pada proyek pembangunan arjuno agro techno park,” JUMATISI: Jurnal Mahasiswa Teknik Sipil, vol. 6, no. 2, pp. 586–592, 2025.