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All Journal Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ekonomi Manajemen Jurnal Abdi Insani Journal of Management and Entrepreneurship Research Asian Management and Business Review Dinamika Jurnal Manajemen dan Dinamika Bisnis
Fatmawati, Elia Resha
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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STUDI IMPLEMENTASI KAPABILITAS PEMASARAN DINAMIS PADA PENGUSAHA BISNIS ONLINE FASHION DI INDONESIA Fatmawati, Elia Resha
Jurnal Manajemen dan Dinamika Bisnis (JMDB) Vol. 2 No. 1 (2023): JMDB (Jurnal Manajemen dan Dinamika Bisnis)
Publisher : Universitas Dian Nuswantoro

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

Abstract

Penelitian ini bertujuan untuk mengetahui implementasi kapabilitas dinamis dinamis pada pengusaha toko online fashion di Indonesia. Responden penelitian ini adalah pengusaha toko online fashion di Indonesia yang berjumlah 96 orang. Penelitian ini dilakukan dengan metode analisis statistik deskriptif. Hasil penelitian ini menunjukkan responden belum maksimal dalam mengimplementasikan kapabilitas pemasaran dinamis. Pada kapabilitas pemasaran absorptif, semua responden selalu mempelajari pengetahuan pasar dari pelanggan, namun tidak semua responden selalu mempelajari pengetahuan pasar dari pesaing. Pada kapabilitas pemasaran adaptif, semua responden selalu melakukan respon terhadap perubahan teknologi baru yang mendukung kegiatan pemasaran, tidak semua responden selalu melakukan respon terhadap perubahan kebutuhan pelanggan, dan responden tidak selalu merespon terhadap strategi yang dilakukan oleh pesaing. Pada kapabilitas pemasaran inovatif, responden selalu melakukan inovasi pada semua aspek inovasi seperti pembaharuan produk, harga, layanan, cara publikasi produk, dan kegiatan periklanan online, namun ada satu aspek yang paling selalu diperhatikan oleh responden dalam yaitu pembaharuan produk yang ditingkatkan dengan nilai produk di produk fashion yang mereka jual.
Cute-Bri: Exploring Cultural Authenticity Resource Role in Driving Competitive Advantage Putra, Febrianur Ibnu Fitroh Sukono; Panjaitan, Roymon; Fatmawati, Elia Resha; Rumanti, Seline Widi
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-68

Abstract

Objective: This study investigates the mediating role of cultural heritage authenticity in enhancing competitive advantage through cultural innovation capital among SMEs producing traditional products. Research Design & Methods: Data were collected from 372 SMEs in Central Java using a structured questionnaire with a 5-point Likert scale, and analyzed using Structural Equation Modeling―Partial Least Squares (SEM-PLS) with SmartPLS 3.0. Findings: The results indicate that cultural heritage authenticity significantly influences both cultural innovation capital and competitive advantage, with cultural innovation capital acting as a key mediator that enables SMEs to maintain cultural authenticity while adapting to modern market demands. Additionally, cultural innovation capital enhances SMEs’ ability to strategically innovate while preserving cultural values, thus providing a competitive edge. Implications and Recommendations: The findings suggest that SMEs should incorporate culture-based innovation strategies, leveraging cultural innovation capital to navigate the balance between tradition and modernization. Policymakers should support such efforts through specialized training programs and resource allocation to facilitate innovation without compromising cultural integrity. Contribution & Value Added: This study makes several important scientific contributions. First, this research advances customer culture theory by exploring the dynamic relationship between cultural authenticity, innovation, and competitive advantage in the context of SMEs producing traditional products. Second, this research provides practical implications for SMEs and policymakers in balancing cultural preservation with market-driven innovation. This research enriches the literature on cultural entrepreneurship and contributes to the growing body of knowledge on the intersection of culture and business strategy, particularly in emerging economies.
PERAN BRAND IMAGE, KUALITAS PRODUK, HARGA DAN GAYA HIDUP GENERASI Z TERHADAP KEPUTUSAN PEMBELIAN IPHONE: (Studi Pada Mahasiswa Universitas Dian Nuswantoro Pengguna Iphone) Wijanarko, Danang; Mahmud, Mahmud; Haziroh, Awanis Linati; Fatmawati, Elia Resha
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/pbq53q10

Abstract

This study examines the impact of brand image, product quality, price, and lifestyle on iPhone purchasing decisions among Generation Z, specifically Dian Nuswantoro University students. Using a quantitative approach with an questionnaire survey distributed to 133 students, the data were analyzed through Partial Least Square (PLS). The results revealed that brand image, product quality, price, and lifestyle positive and significantly influence iPhone purchasing decisions. A strong brand image boosts buying interest, product quality builds confidence, price aligns with perceived benefits, and lifestyle affects preferences based on social status. The findings suggest that Apple should focus on brand image, product quality, and pricing strategies tailored to young consumers.
Peran Product Innovation, Brand Awareness dan Price Discount Terhadap Purchase Desicion (Studi Kasus Brand Fashion Colorbox Semarang). Putri, Kinanti Nabila; Panjaitan, Roymon; Amron, Amron; Fatmawati, Elia Resha
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 8 No 2 (2025): Artikel Riset Juli 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v8i2.2002

Abstract

Riset ini bertujuan guna mengeksplorasi hubungan antara Product Innovation, Brand Awareness serta Price Discount pada Purchase Desicion. Penelitian ini menggunakan pendekatan kuantitatif. Jumlah sampel penelitiian yang diperoleh sebanyak 103 responden yang merupakan pelanggan Colorbox atau pengguna aktif Colorbox. Data dikumpulkan melalui penyebaran kuesioner dengan memakai purposive sampling guna pengambilan sampel dan SmartPLS 4.0 sebagai teknik analisis data. Hasil penelitian mengetahui bahwa Product Innovation serta Brand Awareness berpengaruh positif signifikan pada Purchase Desicion tetapi Price Discount tidak berpengaruh positif serta tidak signifikan pada Purchase Desicion. Berdasarkan temuan ini, pengelola disarankan untuk lebih memfokuskan pada Product Innovation serta meningkatkan Brand Awareness dari pada semata-mata mengandalkan strategi diskon harga.
BUSCOM: RUNNING THE BUS BODY COMPANY THROUGH SWOT ANALYSIS AND BUSINESS MODEL CANVAS Fatmawati, Elia Resha; Rahmawati, Sisca Dian; Putra, Febrianur Ibnu Fitroh Sukono; Panjaitan, Roymon; Lamidi, Lamidi; Aprilya, Dandy
Jurnal Ekonomi Manajemen Vol 11, No 1 (2025): Mei 2025
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v11i1.13224

Abstract

PT. Karoseri XX is a major company specializing in bus body manufacturing. To maintain its existence amid increasing operational pressures, effective and immediately applicable strategies are required. This study aims to analyze the company’s internal and external conditions using a SWOT approach to identify key factors affecting business performance. The results of the SWOT analysis are then utilized to refine the company’s strategic plan through the Business Model Canvas (BMC) framework. This research adopts a descriptive method, with data collected through interviews and direct observations of both internal and external conditions. The findings reveal that product quality is the company’s main strength, while finishing quality remains its primary weakness. The most promising opportunity lies in the high market interest in PT. Karoseri XX’s bus body design, whereas the intensifying industry competition poses a significant threat. These results serve as a strategic foundation for the company to respond effectively to challenges and optimize market opportunities.
Green Advertising and It's Impact on Green Purchase Behavior among Gen-Z Rizkynugraheny, Andien Dwi; Pakarti, Piji; Aryanto, Vincent Didiek Wiet; Fatmawati, Elia Resha
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 9 No 1 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v9i1.29538

Abstract

Abstract This study aims to identify the effect of green advertising and environmental quality awareness on green purchase behavior through environmental attitude as an intervening variable on Milo gen-Z consumers in Semarang City. This research uses quantitative methods. Data collection used a questionnaire instrument distributed online and analysis using Partial Least Square Structural Equation Modeling (PLS-SEM). The result showed that green advertising has no effect on green purchase behavior. Environmental quality awareness and environmental attitude have a positive effect on green purchase behavior. Green advertising and environmental quality awareness have a positive effect on environmental attitude. Therefore, Milo is expected to deepen the green advertising message and prove that they really want to commit to the environment, not just a marketing strategy. Future researchers are expected to explore other generation and other related variables, such as influencer campaigns, and the level of customer satisfy action in sustainable products.
GOKAR: MENUMBUHKAN PERCAYA DIRI ANAK-ANAK DI ROEMAH DIFABEL SEMARANG MELALUI AKTIVITAS “GORES KANVAS” Haziroh, Awanis Linati; Putra, Febrianur Ibnu Fitroh Sukono; Ulfa, Adilla Kustya; Damar, Haunan; Kusuma, Pradana Jati; Fatmawati, Elia Resha; Wardani, Nizia Kusuma
Jurnal Abdi Insani Vol 12 No 7 (2025): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v12i7.2719

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan aktualisasi diri dan membangun interaksi sosial bagi anak difabel di Roemah Difabel Semarang. Melalui pendekatan kreatif berupa aktivitas mewarnai, kegiatan ini dirancang sebagai media ekspresi diri yang menyenangkan dan inklusif antara penyandang disabilitas dan mahasiswa. Anak-anak difabel diajak berpartisipasi dalam aktivitas kelompok mewarnai tas kanvas, di mana mereka dikenalkan pada warna-warna dasar serta proses mencampur warna untuk menghasilkan variasi warna baru. Aktivitas ini tidak hanya merangsang kreativitas dan keterampilan motorik, tetapi juga menciptakan suasana interaktif yang mendorong komunikasi, kerja sama, dan rasa percaya diri. Mahasiswa dilibatkan secara aktif untuk mempererat hubungan sosial dan membangun empati terhadap penyandang disabilitas. Metode yang digunakan dalam kegiatan ini adalah deskriptif dengan pendekatan kualitatif, serta teknik pengumpulan data melalui wawancara dan dokumentasi. Hasil kegiatan ini menunjukkan bahwa pendekatan partisipatif melalui edukasi, pelatihan kreatif, dan mediasi emosional efektif mendorong aktualisasi diri anak-anak difabel. Kegiatan diawali observasi dan pelatihan pendamping, dilanjutkan sesi interaktif berupa diskusi, mewarnai tas kanvas, dan FGD berbasis kartu emosi. Metode visual, inklusif, dan empatik disesuaikan dengan karakteristik peserta. Evaluasi dilakukan melalui observasi dan refleksi bersama, menunjukkan peningkatan signifikan dalam ekspresi diri, kepercayaan diri, interaksi sosial, serta kesadaran emosional dalam satu hari pelaksanaan. Kegiatan ini memberikan kontribusi nyata terhadap pembentukan ruang inklusi yang positif di lingkungan sosial mereka.
The power of cultural resource bricolage: Driving market performance through customer-culture theory Putra, Febrianur Ibnu Fitroh Sukono; Panjaitan, Roymon; Fatmawati, Elia Resha; Rumanti, Seline Widi
Asian Management and Business Review Volume 5 Issue 2, 2025
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol5.iss2.art10

Abstract

Small and Medium Enterprises (SMEs) that produce traditional products face a dilemma between preserving cultural authenticity and innovating. This study aims to explore the mediating role of Cultural Resource Bricolage (CRB) in enhancing Innovative Market Performance (IMP) through the Cultural Authenticity Perception (CAP). Data were collected from 356 SMEs in the traditional culinary, ethnic fashion, and ethnic jewelry sectors in Central Java, Indonesia, and analyzed using the SEM-PLS method. The results show that CRB significantly mediates the relationship between CAP and IMP, helping SMEs preserve cultural authenticity while remaining relevant in modern markets. It was found that CAP is the most significant construct in influencing outcomes, although its performance is slightly lower compared to CRB. These findings provide practical contributions by offering culture-based innovation strategies that SMEs can implement and theoretical contributions by expanding the understanding of the relationship between cultural authenticity, innovation, and market performance.
Co-Authors Adilla Kustya Ulfa Amron Amron, Amron Aprilya, Dandy Aryanto, Vincent Didiek Wiet Awanis Linati Haziroh Damar, Haunan Febrianur Ibnu Fitroh Sukono Putra Kusuma, Pradana Jati Lamidi, Lamidi Mahmud Mahmud Piji Pakarti Putri, Kinanti Nabila Rizkynugraheny, Andien Dwi Roymon Panjaitan Rumanti, Seline Widi Sisca Dian Rahmawati Wardani, Nizia Kusuma Wijanarko, Danang