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All Journal IMAGE The International Journal of Business Review (The Jobs Review) Jurnal Manajemen, Bisnis dan Kewirausahaan A Social Science and Entrepreneurship Journal TOFEDU: The Future of Education Journal Horizon: Indonesian Journal of Multidisciplinary
Koeswandi, Tika
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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STUDENTPRENEURSHIP TRAINING THROUGH THE DEVELOPMENT OF BUSINESS MODEL CANVAS IN UPI TASIKMALAYA CAMPUS STUDENTS Budiman, Arif; Koeswandi, Tika
The International Journal of Business Review (The Jobs Review) Vol 2, No 1 (2019): The International Journal of Business Review. June 2019
Publisher : Fakultas Pendidikan Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/tjr.v2i1.21811

Abstract

New challenges facing Indonesia in the development of Industry 4.0 are how to create jobs. As a country advances more and more people are educated, and many people are unemployed because of the narrow employment opportunities. It makes food for thought to immediately look for the best solution not only by government but also by the people who care about it. (Aditya Dion Mahesa, 2012) . Entrepreneurship knowledge supports entrepreneurial values, especially for students, so it is expected to foster an entrepreneurial spirit. Students' attitudes, motivations and interests are needed for students who are entrepreneurs ( Student Entrepreneurs ) in order to be able to identify business opportunities, then utilize business opportunities to create new employment opportunities. Student interest and their knowledge of entrepreneurship are expected to shape their tendency to open new businesses in the future. Suharti Sirine (2011) stated that the tertiary institution is responsible for educating students and providing motivation, so that students dare to become entrepreneurs. The tool that is widely used to turn ideas into business is a business model. In the past few years, the concept of business models was used as a general way to explain how companies interact with suppliers, partners, and customers (Zott and Amit, 2003). Based on the above facts, it is very necessary to develop entrepreneurial spirit for students (Studentpreneruship) through training and simulation of the business model canvas as a solution to increase and strengthen the entrepreneurial spirit
Do Entrepreneurial Marketing Strategies Lead to Better Marketing Performance on SMES? Koeswandi, Tika; Gaffar, Vanessa; Wibowo, Lili Adi; Primaskara, Ery Adam
Image : Jurnal Riset Manajemen Vol 12, No 1 (2024): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2024.007

Abstract

This research aims to describe and find out how entrepreneurial marketing influences the marketing performance of Small and Medium Enterprises in West Java Province. This research involved 159 Small and Medium Enterprises that had been in business for at least 5 years and also received training and mentoring on marketing from both the government and private sector. Data analysis uses linear regression. This study found that there was a positive impact from Entrepreneurial Marketing Strategies (EMS) toward the SMEs' Marketing Performance (MP). It concludes that Entrepreneurial marketing strategies have been shown to lead to better marketing performance in Small and Medium Enterprises (SMEs). The more successful the entrepreneurial marketing strategy is implemented, the better marketing performance occurs. This research provides important implications that the use of Entrepreneurial Marketing Strategy can be a key factor in improving the marketing performance of Small and Medium Enterprises in West Java Province. This shows the need for further support from both the government and the private sector in providing marketing training and mentoring to SMEs to strengthen competitiveness and regional economic growth.
ANALISIS STRATEGI PEMASARAN DIGITAL UMKM TERDAMPAK COVID-19 DI KOTA TASIKMALAYA Koeswandi, Tika; Fauziyah, Azizah; Nurfitriya, Mira; Primaskara, Ery Adam
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 1 No. 3 (2021): Desember: Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (495.393 KB) | DOI: 10.55606/jumbiku.v1i3.91

Abstract

Penelitian ini merupakan jenis penelitian deskriptif kualitatif, yaitu jenis penelitian yang bertujuan mengidentifikasi, menganalisis, mengsintesis dan menggambarkan implementasi digital mareting yang telah dilakukan oleh UMKM Kota Tasikmalaya selama pandemi Covid-19. Terdapat 97 UMKM di Kota Tasikmalaya yang dijadikan sample penelitian. Data diambil menggunakan teknik FGD, kuesioner dan observasi. Data yang didapatkan kemudian dianalisis dengan menggunakan SWOT, STP dan bauran pemasaran. Hasil dari penelitian ini menunjukan bahwa Penelitian ini menyimpulkan bahwa strategi Digital marketing yang diimplementasikan oleh UMKM di kota Tasikmalaya selama pandemi covid 19 merupakan strategi yang yang mengadaptasikan produk-produk UMKM berdasarkan SWOT, STP, dan bauran pemasaran. Digital marketing telah membantu UMKM untuk dapat beradaptasi dengan perubahan kebutuhan pasar perubahan perilaku konsumen dan juga kebijakan pemerintah. Ada 4 Digital marketing yang digunakan oleh UMKM di kota Tasikmalaya selama pandemi covid 19 di antaranya: sosial media marketing search engine optimization, content marketing, dan affiliate marketing. Saran bagi penelitian selanjutnya adalah untuk menganalisis dampak Digital marketing terhadap kinerja pemasaran UMKM di kota Tasikmalaya.
Analysis of Digital Marketing Strategy at Almeera Atelier Nur, Dini Hajah; Yusuf, Ismail; Koeswandi, Tika
A Social Science and Entrepreneurship Journal Vol 2, No 2 (2022): A Social Science and Entrepreneurship Journal (2022, September)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (377.601 KB) | DOI: 10.17509/asset.v2i2.55867

Abstract

This research was conducted in order to help optimize the digital marketing strategy implemented to be more efficient and on target. This research uses a qualitative descriptive approach with STP (Segmenting, Targeting, Positioning), Marketing Mix 7P, and SWOT analysis methods. Describes the data obtained from the research results then the conclusion is drawn to determine the digital marketing strategy that is in Almeera Atelier. Based on the results of the analysis, the researchers concluded that the digital marketing strategy that Almeera Atelier can use is to optimize social media accounts
Brand Awareness and Its Impact on Purchase Decisions for K-Pop Merchandise on Weverse Shop Hasanah, Hajar Sri; Koeswandi, Tika; Rachmani, Nizza Nadya
The Future of Education Journal Vol 5 No 1 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i1.1623

Abstract

This study aims to determine the effect of brand awareness on K-pop merchandise purchases made through the Weverse Shop application. The study employs a quantitative approach by distributing online questionnaires. This study uses primary data as its data source. The study population consisted of Indonesian K-pop fans who were familiar with and had access to the Weverse Shop application. A total of 100 people were surveyed. The analysis techniques included validity and reliability tests, simple linear regression, t-tests, and the coefficient of determination (R²). The results show that brand awareness significantly influences purchasing decisions. Regression analysis proves that brand awareness positively affects purchasing decisions; the greater a consumer's awareness of a brand (in this case, Weverse Shop), the greater their tendency to purchase merchandise through that platform.
Pengaruh Pendekatan Experiential Learning Berbasis Proyek Terhadap Kompetensi Kewirausahaan Mahasiswa Khazanah, Latifah; Koeswandi, Tika; Fauziyah, Azizah
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 4 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i4.7212

Abstract

The phenomenon of low entrepreneurial competence of students despite having taken entrepreneurship courses indicates that the learning process still needs to provide more meaningful learning experiences. One approach that is considered capable of improving entrepreneurial competence is project-based Experiential Learning because it provides students with the opportunity to learn through direct experience in designing, implementing, evaluating, and reflecting on entrepreneurial activities. This study aims to analyze the effect of project-based Experiential Learning on students' entrepreneurial competence. This study uses a quantitative approach with an explanatory (associative) research type. Data were collected by distributing questionnaires to 103 students using a saturated sampling technique. Data were analyzed using simple linear regression analysis preceded by validity tests, reliability tests, and classical assumption tests. The results showed that project-based Experiential Learning had a positive influence on students' entrepreneurial competence with a coefficient of determination of 47.4%, while 52.6% of the variation in entrepreneurial competence was influenced by other factors outside the research model. These findings indicate that the implementation of project-based Experiential Learning can improve entrepreneurial competence through learning experiences that integrate theory and practice, so it can be an alternative learning strategy to strengthen entrepreneurship education in higher education.
Pengaruh Transformasi Digital Terhadap Kinerja Usaha UMK Sektor Fashion Binaan Rumah BUMN Jakarta Putri, Sezara Indah; Koeswandi, Tika; Rachmani, Nizza Nadya
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 4 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i4.7308

Abstract

Digital transformation is a crucial factor for Micro and Small Enterprises (MSEs) in the fashion sector to enhance business performance amidst shifting consumer behaviors and increasingly technology-driven market competition. This study aims to analyze the impact of digital transformation on the performance of fashion-sector MSEs supported by Rumah BUMN Jakarta. A quantitative approach employing descriptive and verificative methods was used. Data were collected via questionnaires distributed to 282 MSE operators using purposive sampling. Data analysis was conducted using descriptive statistics and simple linear regression with the aid of SPSS. The results indicate that the implementation of digital transformation among fashion-sector MSEs falls into the moderate category and has a positive, significant impact on business performance. The coefficient of determination test yielded an R-Square value of 0.477, meaning that digital transformation accounts for 47.7% of the variation in MSE performance, while the remaining 52.3% is explained by factors outside the model. These findings demonstrate that the utilization of digital technology plays a vital role in boosting the performance of fashion-sector MSEs, particularly through market expansion, an increased customer base, and operational efficiency.
Co-Authors Arif Budiman Azizah Fauziyah Hasanah, Hajar Sri Ismail Yusuf, Ismail Khazanah, Latifah Lili Adi Wibowo Nur, Dini Hajah Nurfitriya, Mira Primaskara, Ery Adam Putri, Sezara Indah Rachmani, Nizza Nadya Vanessa Gaffar