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All Journal Jurnal Manajemen SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Penamas Adi Buana Media Mahardhika Jurnal Ilmiah Edunomika (JIE) Economics and Sustainable Development JIEB : Jurnal Ilmiah Ekonomi Bisnis Jurnal Bina Bangsa Ekonomika Indonesian Business Review Penamas: Journal of Community Service Jurnal Abdimas Le Mujtamak Media Bina Ilmiah Journal of Artificial Intelligence and Digital Business Journal of Economics, Business, Management, Accounting And Social Sciences Jurnal Ilmiah Ekonomi dan Manajemen JURNAL RUMPUN MANAJEMEN DAN EKONOMI JEMABITEK JEPENDIMAS
Diah Ayu Sanggarwati
Sekolah Tinggi Ilmu Ekonomi Mahardhika
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Journal : Jurnal Ilmiah Edunomika (JIE)

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Optimalization of Marketing Strategy Innovation and Business Model Development: Study of The MAY a Water Refill Depot Sanggarwati, Diah Ayu; Lestari, Sri; Suprihandari, Miya Dewi
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15250

Abstract

Small and Medium Enterprises (SMEs) face a growing number of difficult business variables in the fast-paced globalization period, particularly in the face of intense competition and shifting consumer behavior brought on by technological improvements. The MAY refillable drinking water depot, situated in Surabaya, is one SME that has experienced a substantial decline in sales as a result of this rivalry. This article examines MAY Depot's marketing approach, which made use of the 7P marketing mix, SWOT analysis, and the creation of a Business Model Canvas (BMC) to identify creative solutions. This study employs a qualitative descriptive methodology to offer comprehensive insights into MAY Depot's market prospects and business issues. The end objective is to enhance the company's sustainability and competitiveness. It is anticipated that the research's conclusions will offer useful advice to companies in comparable circumstances. Keywords: Business Model Canvas, Marketing Strategy, SWOT Analysis.
Optimalization of Marketing Strategy Innovation and Business Model Development: Study of The MAY a Water Refill Depot Sanggarwati, Diah Ayu; Lestari, Sri; Suprihandari, Miya Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15250

Abstract

Small and Medium Enterprises (SMEs) face a growing number of difficult business variables in the fast-paced globalization period, particularly in the face of intense competition and shifting consumer behavior brought on by technological improvements. The MAY refillable drinking water depot, situated in Surabaya, is one SME that has experienced a substantial decline in sales as a result of this rivalry. This article examines MAY Depot's marketing approach, which made use of the 7P marketing mix, SWOT analysis, and the creation of a Business Model Canvas (BMC) to identify creative solutions. This study employs a qualitative descriptive methodology to offer comprehensive insights into MAY Depot's market prospects and business issues. The end objective is to enhance the company's sustainability and competitiveness. It is anticipated that the research's conclusions will offer useful advice to companies in comparable circumstances. Keywords: Business Model Canvas, Marketing Strategy, SWOT Analysis.
MEMBANGUN CITRA DESTINASI SURABAYA SEBAGAI MICE TOURISM CITY MELALUI PEMASARAN KOTA, EVENT WISATA DAN MEDIA SOSIAL Diah Ayu Sanggarwati; Sri Lestari; Cucu Hayati
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 4 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i4.18152

Abstract

This research examines the strategic role of City Marketing, Event Tourism, and Social Media Marketing in shaping the destination image of Surabaya as an emerging MICE city. The main issue addressed in this research is the relatively weak influence of city marketing compared to the direct experiential factors perceived by visitors, raising questions about the effectiveness of current branding strategies in enhancing Surabaya’s competitiveness in the MICE sector. The objective of the study is to analyze the influence of these three variables on destination image and to provide strategic recommendations for strengthening Surabaya’s position as a MICE destination with cultural heritage appeal. The research employs a quantitative approach using Structural Equation Modeling (SEM) with AMOS, based on responses from 255 participants, tested through 17 indicators across 15 dimensions. The results indicate that City Marketing has a positive but less significant effect, suggesting the need for more visitor-oriented strategies, while Event Tourism and Social Media Marketing show strong positive and significant influences on destination image. These findings highlight the importance of enhancing livability, promoting unique heritage-based experiences, and leveraging digital engagement to build a stronger and more competitive destination image for Surabaya in the national and international MICE market. Keywords: Destination Image; MICE Tourism City; City Marketing; Tourism Events; Social Media
Co-Authors Adi, Titok Waskito Agung Dwi Nugroho, Agung Dwi Ajnaliyah, Dewi Al Kautsarrani, Digma Lailil Amin Sadiqin Andini, Elsa Fiona ARI SUSANTO Bulu, Arnol Darius Choirun Nisa Emmywati Erika Navi Mariani Fitri Komariyah Gumilang, dhinda lintang Cahya Hayati, Cucu Hermawati, Elok Hestiantoro, Kukuh Komariah, Fitri Kusmayati, Nindya Kartika Kuswandi Kuswandi Kuswandi Kuswandi Lamatewulu, Yohanes Laudinsha, Beby Yossi Lazuardi, Sofyan Leonard Adrie Manafe M Azizul Khakim Maharani, Sephia Indah Manape, Leonard Adrie Martinus, Ferianto Mateen, Abdul Miya Dewi Suprihandari Mulyana, Sufyan Ningtiyas, Dewi Oktaviani Nugis, Putri Kareena Nuzulul Fatimah Prabowo, Juli Andrianto Rahma, Sabrina Ramadhany, Herdiyansyah Rifda Fitrianty Rifda Fitrianty Riyan Sisiawan Putra Safa'at, Safa'at Satria, Rizky Fitra Shafira Putri, Di Ajeng Ayu Shobikin, Shobikin Sri Lestari SRI LESTARI Sriwibowo, Bambang Stafrezar, Burhan Steven Paul Tarigan Subiantoro, Bambang Surya, Leonardus Suryaningtyas Suryaningtyas Suwangsih, Iwang Syaifuddin, Moch Yudha Teguh Purnomo, Teguh Tiara Dwi Fulandari Sophan Utomo, Lefi Reyinta Dwi Utomo, Muhammad Agung Satriyo Wahyu Ana Wahyu Suci Ayuning Tyas Wulu, Alexsandro Irmino Djata