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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Benefit: Jurnal Manajemen dan Bisnis Applied Information System and Management Transekonomika : Akuntansi, Bisnis dan Keuangan International Journal of Applied Business and International Management Nomico International Research Journal of Business Studies
Ramawati, Yussi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Peran Dimensi-Dimensi Entrepreneurial Marketing dalam Mendorong Kesuksesan Bisnis UMKM di Industri Ekonomi Kreatif Setiyaningrum, Ari; Ramawati, Yussi
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 9, No 2 (2020): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v9i2.39818

Abstract

This study aims to analyze the influence of entrepreneurial marketing dimensions, including proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation of Small and Medium Enterprises (SME’s) business success in the creative economy industry. The study also examined the moderating role of company age on the entrepreneurial marketing dimension's influence on SME's business success. The study used survey methods by distributing questionnaires to 265 SME business owners in North Kalimantan. The sampling method uses nonprobability sampling with a convenience sampling technique. Data were analyzed using multiple linear regression analyses and moderated tests using the macro process of SPSS Hayes. The results of this study indicated that in the context of SMEs in the creative industry, customer intensity and value creation play a critical role in business success. Meanwhile, proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, and resource leveraging found no impact on SMEs' business success. The research also proves that the company's age moderated the impact of customer intensity on SME's success but does not moderate the influence of value creation to SME's business success.
The Role of Competencies and Education in Increasing Entrepreneurial Intention in Creative Economy Sandroto, Christine Winstinindah; Ramawati, Yussi; Darmoyo, Syarief
International Research Journal of Business Studies Vol. 11 No. 1 (2018): April - July 2018
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.11.1.31-44

Abstract

The creative economy is being increasingly encouraged by the Indonesian government, the existing entrepreneurs are mostly engaged in the culinary industry. This study aims to describe the role of competencies and education in increasing entrepreneurial intention in the creative economy. Three hundred and five questionnaires were distributed to creative entrepreneurs, consisting of 162 respondents in Jakarta and 143 in Balikpapan using convenience sampling. Research findings show that there is no difference between the mean scores of entrepreneurial competencies in Jakarta and Balikpapan. Furthermore, the level of education has a positive effect on (i) entrepreneurial intention, (ii) entrepreneurial professional attraction, and (iii) entrepreneurial networking support. There is a positive relationship between education level and monthly revenue, as well as between entrepreneurial competencies and monthly revenue. The findings of this research would suggest government and education institution to further develop entrepreneurship education and train them with various methods and to cultivate interests in other creative sub-sectors.
STRATEGY OF SUSTAINABLE BUSINESS DEVELOPMENT BASED ON COMMUNITY (STUDY OF TODAY'S MODERN COFFEE SHOP BUSINESS ACTORS) Ramawati, Yussi; Bahar, Harmiaty; Husriadi, Muh.
Nomico Vol. 1 No. 9 (2024): Nomico-Oktober
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/vmra3a34

Abstract

This study explores the sustainable community-based business approach adopted by modern coffee shops in Kendari City to boost community participation and foster customer loyalty. Through qualitative research, including case studies and in-depth interviews with business owners, employees, and community members, the findings indicate that involving the community in innovation and business adaptation strengthens customer relationships and enhances business sustainability. By engaging the community, coffee shops are able to create a sense of ownership, resulting in higher customer retention and greater brand loyalty. The approach also proves effective in addressing operational challenges such as fluctuating demand and supply disruptions by leveraging community-driven solutions. Furthermore, the adoption of sustainable practices, such as sourcing local ingredients, minimizing waste, and utilizing eco-friendly packaging, increases operational resilience and attracts environmentally conscious customers. This business model aligns with local policies promoting the sustainability of MSMEs and offers a replicable framework for other small businesses in similar contexts. Ultimately, the combination of community engagement and sustainable practices not only generates economic benefits but also builds social capital, ensuring long-term business resilience and contributing to local economic growth.
Connecting Green Consumption Value to Green Word-of-Mouth: Insights into SMEs’ Eco-Friendly Product Purchasing Dynamics Religia, Yoga; Ramawati, Yussi; Said, Jamaliah
Jurnal Manajemen Bisnis Vol. 16 No. 1 (2025): March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Research aims: To examine the impact of different consumption values (functional, epistemic, emotional, social, and conditional) on green purchase behavior and green word of mouth, particularly within the context of green products like Jadah Tempe.Design/Methodology/Approach: A quantitative approach with a cross-sectional descriptive design was used using a questionnaire distributed to 200 respondents in Yogyakarta both online and offline. From the distributed questionnaire, complete data was obtained from 188 respondents to be used in the analysis process.Research findings: The findings indicate that emotional and conditional values significantly influence green purchase behavior and green word-of-mouth. Specifically, emotional values have a positive relationship with green purchase behavior, while conditional values demonstrate the strongest effect on consumer choices. Green purchase behavior serves as a crucial mediator in these relationships, suggesting that consumers with emotional attachments and contextually relevant values are more likely to engage in and promote sustainable purchasing.Theoretical Contribution/Originality: This research provides unique insights into the consumer behavior of Jadah Tempe, emphasizing local sustainable food products' importance and offering a foundation for future studies in sustainable consumption practices.Practitioners/Policy Implications: Marketers should focus on emotional connections and context in their campaigns to promote sustainability, enhancing consumer engagement with products like Jadah Tempe. Understanding the influence of emotional and conditional values on young consumers can help SMEs create inclusive marketing strategies that resonate with diverse segments and promote sustainable products.Research Limitations/Implications: Although this study is limited to the Yogyakarta region, it opens up opportunities for further research in other areas to understand different contexts. The findings of this study still make a strong contribution to understanding consumer behavior and provide a solid foundation for future studies.
Elements of Entrepreneur Competencies and Intention to be Entrepreneurs Sandroto, Christine Winstinindah; Ramawati, Yussi; Darmoyo, Syarief
International Journal of Applied Business and International Management Vol 9, No 1 (2024): April 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v9i1.2864

Abstract

This study aims to determine the effect of the elements of entrepreneurial competencies on entrepreneurial intention in two big cities in Indonesia, namely Jakarta and Balikpapan. The population in this study are business people, both entrepreneurs and those who work in creative industries in Jakarta and Balikpapan. The number of respondents in Jakarta and Balikpapan was 305 and 162. The sampling technique used was convenience sampling.  This research revealed that certain competencies, such as achievement, personal maturity, and orientation to others, had a partially positive and significant impact on entrepreneurial intention among the respondents in Jakarta. Conversely, competencies like thinking problem solving, influence, and direct and controlling showed no effect. On the other hand, in Balikpapan, respondents' entrepreneurial intention was significantly influenced by achievement competence and thinking and problem-solving, while competencies like personal maturity, influence, direction and control, and orientation to others did not play a role in shaping the intention to become an entrepreneur. The research underscores the potential for refining entrepreneurial competency frameworks based on the specific competencies that influence entrepreneurial intention.
Connecting Green Consumption Value to Green Word-of-Mouth: Insights into SMEs’ Eco-Friendly Product Purchasing Dynamics Religia, Yoga; Ramawati, Yussi; Said, Jamaliah
Jurnal Manajemen Bisnis Vol. 16 No. 1: March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i1.24611

Abstract

Research aims: To examine the impact of different consumption values (functional, epistemic, emotional, social, and conditional) on green purchase behavior and green word of mouth, particularly within the context of green products like Jadah Tempe.Design/Methodology/Approach: A quantitative approach with a cross-sectional descriptive design was used using a questionnaire distributed to 200 respondents in Yogyakarta both online and offline. From the distributed questionnaire, complete data was obtained from 188 respondents to be used in the analysis process.Research findings: The findings indicate that emotional and conditional values significantly influence green purchase behavior and green word-of-mouth. Specifically, emotional values have a positive relationship with green purchase behavior, while conditional values demonstrate the strongest effect on consumer choices. Green purchase behavior serves as a crucial mediator in these relationships, suggesting that consumers with emotional attachments and contextually relevant values are more likely to engage in and promote sustainable purchasing.Theoretical Contribution/Originality: This research provides unique insights into the consumer behavior of Jadah Tempe, emphasizing local sustainable food products' importance and offering a foundation for future studies in sustainable consumption practices.Practitioners/Policy Implications: Marketers should focus on emotional connections and context in their campaigns to promote sustainability, enhancing consumer engagement with products like Jadah Tempe. Understanding the influence of emotional and conditional values on young consumers can help SMEs create inclusive marketing strategies that resonate with diverse segments and promote sustainable products.Research Limitations/Implications: Although this study is limited to the Yogyakarta region, it opens up opportunities for further research in other areas to understand different contexts. The findings of this study still make a strong contribution to understanding consumer behavior and provide a solid foundation for future studies.
Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19 Setiyaningrum, Ari; Ramawati, Yussi; Hidayat, Herlin
Benefit: Jurnal Manajemen dan Bisnis Volume 7 No 1 Juni 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v7i1.16393

Abstract

Abstract: The entrepreneurial marketing approach is a strategic choice that can be adopted by SME actors to continue to survive, especially in the midst of the Covid-19 pandemic situation. This study aims to identify which dimensions of entrepreneurial marketing have an important role in improving SME business performance in the creative economy industry during the Covid-19 pandemic. In particular, this study examines whether the dimensions of entrepreneurial marketing which include proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation have an effect on business performance. Primary data was collected through an online survey method involving 258 SME actors in the creative economy industry in Indonesia who had been running their businesses before and during the Covid-19 pandemic. The sampling method used was non-probability sampling through purposive sampling technique. The results of data analysis with multiple linear regression indicated that the dimensions of entrepreneurial marketing that are proven to have an effect and have an important role in improving the business performance of SMEs in the creative economy industry during the pandemic are innovation-oriented, customer intensity, resource leveraging, and value creation, while proactiveness, opportunity-focused, and risk-taking orientation were found to have no effect on business performance.Keywords: entrepreneurial marketing, business performance, small and medium enterprises, creative economy industry, Covid-19 pandemic.  Abstrak: Pendekatan entrepreneurial marketing menjadi pilihan strategi yang dapat diadopsi oleh pelaku UMKM untuk terus bertahan khususnya di tengah situasi pandemi Covid-19. Penelitian ini bertujuan untuk mengidentifikasi dimensi-dimensi entrepreneurial marketing mana yang memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif pada masa pandemi Covid-19. Secara khusus, penelitian ini menguji apakah dimensi-dimensi entrepreneurial marketing yang mencakup proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, dan value creation berpengaruh terhadap business performance. Data primer dikumpulkan melalui metode survei online yang melibatkan 258 pelaku UMKM di industri ekonomi kreatif di Indonesia yang telah menjalankan bisnisnya pada waktu sebelum dan selama pandemi Covid-19. Metode pengambilan sampling menggunakan nonprobability sampling melalui teknik purposive sampling. Hasil analisis data dengan regresi linier berganda menunjukkan bahwa dimensi-dimensi entrepreneurial marketing yang terbukti berpengaruh dan memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif selama masa pandemi adalah innovation-oriented, customer intensity, resource leveraging, dan value creation, sedangkan proactiveness, opportunity-focused, dan risk-taking orientation ditemukan tidak berpengaruh terhadap business performance.Kata Kunci: entrepreneurial marketing, business performance, UMKM, industri ekonomi kreatif, pandemi Covid-19.
Uncovering The Barriers and Business Impacts of E-Commerce Non-Adoption Among SMEs: A TOE Framework Perspective Religia, Yoga; Ramawati, Yussi; Said, Jamaliah
Applied Information System and Management (AISM) Vol. 8 No. 2 (2025): Applied Information System and Management (AISM)
Publisher : Depart. of Information Systems, FST, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aism.v8i2.46657

Abstract

This study investigates barriers in technology, organization, and environment that prevent Indonesian SMEs from adopting e-commerce and examines their effects on business sustainability. Using the TOE framework, this research adopts a quantitative cross-sectional method, with data from 320 SMEs analyzed using PLS-SEM. Results reveal that technological and environmental barriers significantly hinder e-commerce adoption, negatively affecting sustainability, while organizational barriers have no significant impact. These findings highlight the need for targeted interventions to address technological and environmental challenges. The study provides valuable insights for policymakers to foster supportive environments, enhance SME competitiveness, and promote digital inclusion. By addressing these barriers, SMEs can access digital markets more effectively, improve performance, and contribute to economic growth. This research underscores the importance of policies supporting SME growth and digital transformation, offering guidance to improve e-commerce adoption and business sustainability in the digital era. 
The Role of Quality, Promotion, and Product Uniqueness in the Decision-Making to Purchase Batik Gayatri Prabawanti, Benedicta Evienia; Ramawati, Yussi
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 1 (2025): January 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i1.837

Abstract

Batik is a valued cultural heritage of Indonesia, loved by both domestic and foreign tourists. The batik industry is growing, leading to tough competition. Producers need to enhance quality, promotion, and appeal to attract customers. New players are entering the market, so Batik Gayatri must innovate to stay successful in the fashion industry. This research aims to determine the influence of product quality, promotion, and uniqueness on Batik Gayatri's purchasing decisions. Product quality is one of the factors that shows durability, reliability, and other valuable attributes of a product. Promotion is a marketing tool that every business actor must have. Promotion can be done in various ways, including using social media and digital technology to carry out promotions. The product's unique features need to be consistently emphasized to both current and potential customers. The uniqueness of the product gives an idea of the various innovations made by Batik Gayatri in the fashion sector. This research uses quantitative methods, which are analyzed using SEM-PLS to determine the influence of quality, promotion, and product uniqueness on purchasing decisions for Batik Gayatri. Research respondents are consumers who buy and use Batik Gayatri products. Data and information collection for research purposes was carried out through interviews and distributing questionnaires. The research results show that only product uniqueness significantly affects purchasing decisions, while product quality and promotion do not directly influence purchasing decisions. Apart from that, the uniqueness of the product and quality through product promotion is also insignificant in consumer purchasing decisions.
Analysis of the Effect of Perceived Product Quality on Retail Purchase Intention: The Mediating Role of Consumer Trust and Price Sensitivity Moderation Religia, Yoga; Ramawati, Yussi; Syahwildan, Muhamad
Applied Information System and Management (AISM) Vol. 7 No. 1 (2024): Applied Information System and Management (AISM)
Publisher : Depart. of Information Systems, FST, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aism.v7i1.33914

Abstract

Small informal retailers play a crucial role in the local economy, with consumer purchase intentions being the backbone of their sustainability. The purpose of this research is to explore the relationship between perceived product quality, consumer trust, and price sensitivity to purchase intention among small retailers. This research data was obtained from Mendeley data in the form of subsistence retail consumer data consisting of 281 respondents. The analysis was carried out using SmartPLS because it can be used as a measuring tool in SEM analysis more easily, quickly and efficiently. The test results show that perceived product quality has a significant positive effect on purchase intention. Positively perceived product quality makes a strong impression on consumers, increasing their trust in the retailer. However, low consumer confidence in retailers can result in decreased purchase intentions due to uncertainty and doubts about the quality of the products or services offered. In addition, price sensitivity also moderates the relationship between perceived product quality and purchase intention. This research provides insight into the interrelationships between perceived product quality, consumer trust, price sensitivity, and purchase intention in the context of informal small retailers, which can enrich marketing theories related to consumer behavior and purchasing decisions.
Co-Authors Ari Setiyaningrum Bahar, Harmiaty Benedicta Evienia Prabawanti Christine Winstinindah Sandroto Darmoyo, Syarief Hidayat, Herlin Muh. Husriadi Muhamad Syahwildan Said, Jamaliah Yoga Religia