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All Journal IMAGE The International Journal of Business Review (The Jobs Review) Jurnal Riset Bisnis dan Manajemen Jurnal Manajemen, Bisnis dan Kewirausahaan A Social Science and Entrepreneurship Journal
Koeswandi, Tika
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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
CHARACTERISTICS OR STRATEGY? THE MODERATING ROLE OF MARKET KNOWLEDGE IN SHAPING SMES’ INTERNATIONAL MARKETING DECISIONS Koeswandi, Tika; Gaffar, Vanessa; Wibowo, Lili; Andriana, Denny; Primaskara, Ery
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 1 (2025): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i1.24326

Abstract

In an increasingly globalized market, SMEs face distinct challenges in making effective international marketing decisions (IMD). This study explores how International Entrepreneurial Marketing Strategy (IEMS) and internal SME characteristics influence IMD, with market knowledge as a moderating variable. Based on a survey of 220 export-oriented SMEs in West Java, Indonesia, moderated regression analysis reveals that both SME characteristics and IEMS significantly affect IMD. However, market knowledge only strengthens the influence of IEMS on IMD, without moderating the effect of internal characteristics. These findings highlight the strategic value of market knowledge in enhancing entrepreneurial marketing effectiveness. Integrating internal capabilities with contextual insight enables SMEs to make informed, agile, and competitive decisions. The study offers valuable theoretical contributions and practical implications for policymakers and international marketing strategists in emerging market contexts.
Co-Authors Andriana, Denny Arif Budiman Azizah Fauziyah Ismail Yusuf, Ismail Lili Adi Wibowo Nur, Dini Hajah Nurfitriya, Mira Primaskara, Ery Primaskara, Ery Adam Vanessa Gaffar Wibowo, Lili