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All Journal Jurnal Dimensi eCo-Buss Journal of Business and Management Inaba
Kristiana Widiawati
Bina Insani University
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengembangan Inovasi Minuman Tradisional Mekar Sebagai Peluang Bisnis Minuman Di Indonesia Melalui Pendekatan Analisis SWOT Dan Business Model Canvas Sintah Sintah; Dinda Pradita Rahmaningsih; Melia Intan Astrianti; Nabila Putri Paisal Rangkuti; Fida Izzatunnisa; Kristiana Widiawati
JURNAL DIMENSI Vol 15, No 1 (2026): Jurnal Dimensi (March 2026)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v15i1.8834

Abstract

Penelitian ini membahas pengembangan minuman tradisional modern MEKAR (Minuman Rempah Estetik untuk Generasi Dinamis yang Peduli Kesehatan) sebagai inovasi minuman fungsional berbahan lokal. Permasalahan utama adalah rendahnya minat generasi muda terhadap minuman tradisional dan belum adanya model bisnis yang terstruktur pada UMKM berbasis bahan alam. Tujuan penelitian ini adalah merancang model bisnis berkelanjutan menggunakan pendekatan Business Model Canvas (BMC) dan analisis SWOT. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi produksi, wawancara, dokumentasi penjualan, dan studi literatur. Hasil menunjukkan bahwa MEKAR memiliki nilai unggul pada pemanfaatan kecombrang kaya antioksidan dengan enam varian rasa: Original, Jahe, Sereh, Daun Mint, Alang-alang, dan Teh. Analisis SWOT mengungkap kekuatan pada bahan lokal dan inovasi penyajian modern, serta peluang dari tren minuman sehat dan dukungan UMKM. Integrasi BMC dan SWOT terbukti membantu UMKM menyusun strategi produk, pemasaran, dan efisiensi biaya secara efektif. Kesimpulannya, model bisnis MEKAR layak dikembangkan dan berpotensi tumbuh berkelanjutan melalui peningkatan kapasitas produksi dan digital branding. Kata Kunci : Inovasi Produk, Wedang Kecombrang, Business Model Canvas (BMC), Analisis SWOT Abstract This study discusses the development of MEKAR (Minuman Rempah Estetik untuk Generasi Dinamis yang Peduli Kesehatan), a modern traditional beverage, as an innovation in functional beverages made from local ingredients. The main problems are the low interest of the younger generation in traditional beverages and the lack of a structured business model for MSMEs based on natural ingredients. The purpose of this study is to design a sustainable business model using the Business Model Canvas (BMC) approach and SWOT analysis. The research method used a qualitative descriptive approach through production observation, interviews, sales documentation, and literature study. The results show that MEKAR has superior value in the use of kecombrang, which is rich in antioxidants, with six flavor variants: Original, Ginger, Lemongrass, Daun Mint, Alang-alang, and Tea. SWOT analysis reveals strengths in local ingredients and modern presentation innovations, as well as opportunities from healthy beverage trends and MSME support. The integration of BMC and SWOT has been proven to help MSMEs develop effective product, marketing, and cost efficiency strategies. In conclusion, the MEKAR business model is feasible to develop and has the potential for sustainable growth through increased production capacity and digital branding. Keywords: Product Innovation, Wedang Kecombrang, Business Model Canvas (BMC), SWOT Analysis
Factors Affecting Interest In Buying Tickets For Purwakarta's Sound Of Wibu 2.0 Event Muhammad Rezarivaldy; Kristiana Widiawati
Journal of Business and Management Inaba Vol. 5 No. 1 (2026): Volume 5 Number 1, June 2026
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/vhdh2y45

Abstract

The increasing number of Japanese culture enthusiasts from teenagers to adults who regularly attend Japanese cultural events in Purwakarta is the driving force for this study. There is still a gap between the community's need for Japanese cultural events in the area and the actual number of visitors, despite this growing enthusiasm. Furthermore, more research is required due to discrepancies in earlier studies' conclusions about the variables impacting purchase intention. Based on marketing and marketing mix theories, this study attempts to examine how price, location, and service quality affect purchase intention. Purposive sampling was used to select the 120 respondents for this quantitative study, who are Japanese culture enthusiasts in Purwakarta who have previously attended similar events. The data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The findings demonstrate that service quality has a substantial positive impact on purchase intention, while price and location have a considerable negative impact. The results also demonstrate that price, location, and service quality have a significant impact on purchase intention (F = 27.388; Sig < 0.001). These results emphasize the necessity to evaluate ticket pricing strategies and event venue selection in addition to improvements and evaluations of service quality in order to boost buy intention for Japanese cultural event tickets.
Entrepreneurial Intention Among Generation Z In Bekasi City: The Roles Of Self-Efficacy, Family Environment, And Creativity Septiani Sunandar; Kristiana Widiawati
Journal of Business and Management Inaba Vol. 5 No. 2 (2026): Volume 5 Number 2, August 2026
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/nhmyxm84

Abstract

Bekasi City recorded an unemployment rate of 7.33%, which was higher than the national average. At the national level, young people, predominantly Generation Z, represent the age group with the highest unemployment rate. Against this background, this study examines the relationship between self-efficacy, family environment, and creativity and entrepreneurial intention among Generation Z in Bekasi City. A quantitative approach was employed involving 160 Generation Z respondents aged 18–29 years residing in Bekasi City, selected using purposive sampling. The data were analyzed using multiple linear regression with SPSS version 29. The results indicate that self-efficacy, family environment, and creativity are each positively associated with entrepreneurial intention, both individually and collectively. Among these variables, creativity exhibited the largest standardized regression coefficient (β = 0.392), indicating a relatively stronger association with entrepreneurial intention within the analyzed sample. Overall, the findings suggest that self-efficacy, family environment, and creativity are statistically associated with entrepreneurial intention among Generation Z in Bekasi City.
Peran Kualitas Produk, Konten Pemasaran, dan Gaya Hidup Dalam Meningkatkan Minat Beli Produk Kahf di Kalangan Gen Z Kota Bekasi Jopirwin Zalukhu; Kristiana Widiawati
eCo-Buss Vol. 9 No. 1 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v9i1.4058

Abstract

Fenomena meningkatnya minat pria Generasi Z terhadap produk perawatan kulit menjadi latar belakang penelitian ini, di tengah masih adanya kesenjangan antara kebutuhan merawat kulit dengan konstruksi maskulinitas yang berlaku di masyarakat, serta inkonsistensi temuan pada studi-studi terdahulu mengenai variabel-variabel yang berkontribusi terhadap minat beli konsumen. Studi ini mengkaji sejauh mana kualitas produk, konten pemasaran, dan gaya hidup berkontribusi terhadap minat beli, dengan mengacu pada kerangka teori perilaku konsumen serta Theory of Planned Behavior sebagai landasan analisis. Riset ini mengadopsi metode kuantitatif dengan mengikutsertakan 100 partisipan dari generasi Z yang berdomisili di Kota Bekasi sebagai responden. Pemilihan sampel dilaksanakan lewat metode purposive sampling, yakni pengambilan sampel berdasarkan kriteria spesifik yang sudah dirumuskan sebelumnya. Untuk pengumpulan data, digunakan instrumen kuesioner dengan skala Likert, yang selanjutnya diolah menggunakan SPSS 29. Hasil analisis mengindikasikan bahwa ketiga variabel terbukti adanya siginifikan yang mempengaruhinya pada minat beli, baik ketika diuji satu per satu (parsial) maupun ketika diuji secara bersama-sama (simultan). Temuan tersebut menegaskan bahwa upaya peningkatan mutu produk, optimalisasi konten pemasaran, serta penyesuaian dengan pola gaya hidup konsumen menjadi elemen krusial yang mendorong tumbuhnya minat beli di kalangan konsumen.
Peran Brand Image, Celebrity Endorser, dan Social Media Marketing Dalam Keputusan Pembelian Viva Cosmetics di Kota Bekasi Salwa Nurfadila Turmudi; Kristiana Widiawati
eCo-Buss Vol. 9 No. 1 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v9i1.4063

Abstract

Intensitas persaingan pada sektor industri kosmetik domestik mewajibkan setiap entitas bisnis untuk menguasai berbagai determinan yang menggerakkan Keputusan Pembelian pelanggan demi mengamankan kelangsungan usaha. Penyelidikan ilmiah ini difokuskan untuk mengukur dampak Brand Image, Celebrity Endorser, serta Social Media Marketing terhadap Keputusan Pembelian barang dari Viva Cosmetics di wilayah Kota Bekasi, baik melalui pengujian terpisah maupun gabungan. Pendekatan kuantitatif berjenis survei diterapkan di sini, dengan menetapkan seratus orang sebagai responden lewat metode purposive sampling berdasarkan kriteria spesifik yang selaras dengan tujuan studi. Perolehan data utama bersumber dari daftar pertanyaan yang diedarkan, lalu melalui tahap pengujian kevalidan serta keandalan alat ukur, dilanjutkan uji prasyarat analisis meliputi kenormalan, multikolinearitas, dan heteroskedastisitas, serta ditutup perhitungan regresi linear berganda menggunakan perangkat lunak SPSS. Hasil pengujian memperlihatkan bahwa secara terpisah, Brand Image bersama Social Media Marketing memberikan dampak positif serta nyata terhadap Keputusan Pembelian, sementara Celebrity Endorser belum terbukti membawa pengaruh yang berarti. Di sisi lain, lewat pengujian gabungan, ketiga faktor tersebut terbukti secara bersama-sama menentukan Keputusan Pembelian konsumen Viva Cosmetics di Kota Bekasi secara signifikan. Kontribusi dari riset ini diharapkan mampu memberi masukan bagi manajemen perusahaan guna menyusun strategi pemasaran yang lebih tepat sasaran pada masa mendatang.
Co-Authors Dinda Pradita Rahmaningsih Fida Izzatunnisa Jopirwin Zalukhu Melia Intan Astrianti Muhammad Rezarivaldy Nabila Putri Paisal Rangkuti Salwa Nurfadila Turmudi Septiani Sunandar Sintah Sintah