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All Journal Jurnal Riset Manajemen Akuntansi Indonesia Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha
Yudiawati, Hana
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Economics, Econometrics & Finance

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ISLAMIC SPIRITUAL PERSPECTIVE: MARKETING 4.0 STRATEGY FOR MICRO SMALL AND MEDIUM ENTERPRISES Wikaningtyas , Suci Utami; Haq , Mujahidain Badi’ul; Muhammadare , Waeno; Yudiawati, Hana
Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Vol 2 No 1 (2023): Prosiding Seminar International dan Call Paper STIE Widya Wiwaha
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/semnas.v2i1.915

Abstract

Micro, Small, and Medium Enterprises (MSMEs) have numerous vulnerabilities and challenges as a result of significant environmental fluctuations. In order to ensure their survival and profitability, it is imperative for Micro, Small, and Medium Enterprises (MSMEs) to adapt their business strategies. Based on preliminary findings, it is evident that marketing tactics have a crucial role in the success of micro, small, and medium enterprises (MSMEs). Hence, the objective of this research is to identify a proficient and successful marketing approach for Micro, Small, and Medium Enterprises (MSMEs) in the current context. The employed research methodology encompasses a comprehensive literature review coupled with a SWOT analysis. The study's results indicate that micro, small, and medium enterprises (MSMEs) encounter a greater number of weaknesses and obstacles compared to their strengths and opportunities. Furthermore, it is observed that MSMEs predominantly employ marketing strategies aligned with marketing 1.0 and marketing 2.0. Consequently, it is recommended that MSMEs adopt a marketing 4.0 strategy to address these challenges. Furthermore, it is advisable for Micro, Small, and Medium Enterprises (MSMEs) to adopt an Islamic Spiritual-based marketing 4.0 approach, considering that around 87.02 percent of Indonesia's population adheres to the Islamic faith.
STRATEGI BERSAING PENERIMAAN TARUNA BARU (PTB) DI SEKOLAH TINGGI TEKNOLOGI KEDIRGANTARAAN (STTKD) YOGYAKARTA Yudiawati, Hana; Akhmad , Jazuli; Widayanti, Evi Rosalina
Jurnal Riset Manajemen Akuntansi Indonesia Vol 3 No 4 (2025): Jurnal Riset Manajemen Akuntansi Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

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Abstract

Penelitian ini merupakan jenis penelitian kualitatif pada Sekolah Tinggi dengan judul Strategi Bersaing Penerimaan Taruna Baru (PTB) dengan menggunakan Metode SWOT dalam Upaya Meningkatkan Taruna Baru Di STTKD Yogyakarta. Tujuan penelitian ini adalah untuk mendeskripsikan dari strategi pemasaran pada STTKD Yogyakarta, serta untuk menentukan bagaimana STTKD merancang strategi bersadarkan kekuatan, kelemahan, peluang,dan ancaman. Objek penelitian menggunakan metode observasi, wawancara, dan dokumentasi. Sedangkan analisa data menggunakan teknik analisa SWOT ((Strengths, Weaknesses, Opportunities, Threats). Hasil penelitian menunjukkan bahwa STTKD berada dalam tahap pertumbuhan dan membangun. Strategi yang direkomendasikan termasuk strategi Strenghts Opportunities (SO) yang berfokus pada optimalisasi kekuatan internal dan eksploitasi peluang pasar. Strategi ini harus didukung dengan upaya meningkatkan kinerja SDM, penetrasi pasar yang lebih dalam, pengembangan pasar yang lebih luas, dan inovasi produk. Untuk mengatasi kelemahan dan mengurangi ancaman eksternal, terutama persaingan dari perguruan tinggi swasta lain, STTKD harus mampu memperbaiki strategi pemasarannya dengan cara yang lebih agresif. This qualitative study, conducted at a higher education institution, examines the competitive strategy for New Cadet Admissions (PTB) using the SWOT method to enhance student enrollment at STTKD Yogyakarta. The study aims to describe the marketing strategies implemented by STTKD Yogyakarta and to detemine how the institution develops strategies based on its strengths, weaknesses, oppotunities, and threats. Data were collected, while data analysis employed the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. The findings indicate that STTKD is curerntly in a growth and development phase. The recommended strategies include Strength-Opportunity (SO) approaches that focus on optimizing internal strengths and should be supported by effotts to improve human resource performance, deepen market penetration, expand market reach, and foster product innovation. To address weaknesses and mitigate external threats-particularly competition from other private universities STTKD must enhace its marketing strategies through more aggressive and targeted initiatives.
Co-Authors Akhmad , Jazuli Haq , Mujahidain Badi’ul Muhammadare , Waeno Widayanti, Evi Rosalina Wikaningtyas , Suci Utami