Article Per Year (5 Year)
p-Index From 2021 - 2026
2.862
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Atma Jaya Ekonomi Bisnis Jurnal Manajemen EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Journal of Management and Entrepreneurship Research Journal of Entrepreneurship & Business BIP'S : Jurnal Bisnis Perspektif Jurnal Manajemen Peka: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen dan Bisnis Ulil Albab Seminar Nasional Pariwisata dan Kewirausahaan (SNPK)
Handayani, Yuliasti Ika
Universitas Katolik Widya Mandala Surabaya
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

Published : 14 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 14 Documents
Search

 1   2 
TECHNOLOGY ADOPTION CHALLENGES AND MARKETING STRATEGIES FOR MSMES IN SURABAYA: A QUALITATIVE STUDY Adjeng, Monica; Handayani, Yuliasti Ika
Jurnal Manajemen Vol. 21 No. 2 (2024): Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/jm.v21i2.5868

Abstract

The specific purpose of this study is that researchers want to see the readiness of the 14 MSMEs in Surabaya facing competition and their readiness for technology adoption, understanding of brands and product attributes. In terms of this technology, both in the use of machines, marketplaces as a means of buying and selling online and the use of social media as a means of promotion. Understanding brand attributes is also an interesting discussion because the brand is the identity of a product which must then be communicated to potential consumers. This research design uses phenomenology and qualitative study. While the sample selection in this study used a purposive sample, by conducting interviews and brief observations before conducting in-depth interviews using a semi-structured model. The ability of MSMEs in entrepreneurship determines business sustainability. In terms of technology mastery and branding. MSMEs have weaknesses in adapting to join e-marketplaces, financial and sales records, and not many have standardized packaging labels. The constraints of MSMEs are technical capabilities in using computers and their features, making financial reports, and simple sales reports. MSMEs are required to make more efforts to update simple managerial skills and have creativity so that their products have advantages and competitiveness.
The Content Marketing Analysis on Indonesian Local Brand Fashion on Instagram Erwita, Monica Adjeng; Handayani, Yuliasti Ika
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vol. 3 No. 02 (2022): Ekomabis Edisi Juli 2022
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/ekomabis.v3i02.382

Abstract

The purpose of this paper is to analyze digital marketing strategy on Instagram among local brand fashion in Indonesia by assessing the content marketing and consumer engagement to build competitive advantages. This research is using content analysis method. A content analysis of 196 social media posts was conducted from the Instagram accounts of 2 local brand fashions in Indonesia during two months between December 2020 and January 2021. The data collected from each social media post generated by those brands were coded and analyzed in terms of their marketing content and consumer engagement. This research found that brand, product information, photo, and consumer appreciation were frequently appearing and effective for informative marketing content. Meanwhile, conversations about brand and product which are consist of quality, emotion, relations, and services were the frequently appearing topics in the comment column and its effective for consumer engagement. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Instagram di kalangan brand fashion lokal di Indonesia dengan mengkaji content marketing dan consumer engagement untuk membangun keunggulan bersaing. Penelitian ini menggunakan metode analisis isi. Peneliit melakukan analisis konten terhadap 196 postingan media sosial dilakukan dari akun Instagram 2 merek fashion lokal di Indonesia selama dua bulan antara Desember 2020 dan Januari 2021. Data yang dikumpulkan dari setiap postingan media sosial yang dihasilkan oleh merek-merek tersebut diberi kode dan dianalisis dalam bentuk konten pemasaran dan keterlibatan konsumen mereka. Penelitian ini menemukan bahwa merek, informasi produk, foto, dan apresiasi konsumen sering muncul dan efektif untuk konten pemasaran yang informatif. Sedangkan perbincangan tentang merek dan produk yang terdiri dari kualitas, emosi, relasi, dan layanan menjadi topik yang sering muncul di kolom komentar dan efektif untuk keterlibatan konsumen. Tulisan ini memiliki keterbatasan, hanya terfokus pada Instagram.
Pengaruh Social Media Influencers terhadap Brand Image dan Purchase Intention pada Produk Scarlett Whitening Cornellius Raditya Bagaskoro; Yuliasti Ika Handayani
MANABIS: Jurnal Manajemen dan Bisnis Vol. 4 No. 4 (2025): Desember 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v4i4.5736

Abstract

This study aims to examine the influence of social media influencers on purchase intention and the role of brand image as a mediator for Scarlett brand beauty products. This research is a quantitative study involving 196 respondents as the research sample, with data collected through an online survey. Data analysis was performed using Structural Equation Modelling (SEM) software with the SmartPLS 3.0 program. The results obtained in this study indicate that social media influencers have a significant impact on purchase intention, whereas brand image does not have a significant impact on purchase intention. Brand image significantly mediates the influence of social media influencers on purchase intention. The fact that brand image does not have a significant influence on purchase intention suggests that other factors, such as price, product quality, promotion, and recommendations from others, remain more dominant in influencing consumer purchase intentions. This study provides additional information on the influence of social media influencers on purchase intention with brand image mediation for Scarlett products. Practical suggestions and recommendations for further research are also presented in the final section.
STRATEGI PENGEMBANGAN WIRAUSAHA MAHASISWA MELALUI INKUBASI BISNIS UNIVERSITAS (STUDI KASUS PROGRAM “BUSINESS IGNITION UKWMS”) Yuliasti Ika Handayani
Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) Vol. 4 (2025): APRIL
Publisher : Sahid University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/snpk.vol4.2025.348

Abstract

Di era persaingan global, dunia kerja menuntut individu memiliki keterampilan berpikir kritis, kreatif, dan problem solving. Kewirausahaan menjadi jalur pembelajaran yang efektif untuk mengasah keterampilan ini sejak bangku kuliah. Program Business Ignition di Universitas Katolik Widya Mandala Surabaya (UKWMS) dirancang dengan pendekatan experiential learning, memungkinkan mahasiswa menghadapi tantangan bisnis nyata. Penelitian ini menganalisis strategi pembinaan wirausaha dalam program Business Ignition, kendala yang dihadapi mahasiswa, serta pendekatan teoritis yang memperkuat efektivitas program. Menggunakan metode kualitatif deskriptif, data dikumpulkan melalui wawancara, observasi, dan analisis laporan peserta inkubasi bisnis batch 2023 dan 2024 di Kampus Surabaya dan Madiun. Hasil penelitian menunjukkan bahwa tahapan program telah memberikan pengalaman berbasis praktik yang mendukung keterampilan wirausaha mahasiswa. Namun, terdapat kendala seperti manajemen waktu, koordinasi tim, serta keberlanjutan bisnis pasca-program. Penelitian ini menegaskan pentingnya kolaborasi universitas, industri, dan pemerintah dalam ekosistem wirausaha mahasiswa. Rekomendasi mencakup peningkatan strategi pembinaan, dukungan pasca-program, serta akses ke investor dan pelibatan alumni sebagai role model agar wirausaha mahasiswa dapat berkembang secara berkelanjutan.
Co-Authors Adjeng, Monica Andi Anugerah Amrullah Andi Anugrah Amrullah Cornellius Raditya Bagaskoro Deatri Arumsari Agung Ernesto Jose Tjahjono Erwita, Monica Adjeng Fenika Wulani Grace Citra Dewi Kristanti, Mevi Yolanda Lena Ellitan Lena Ellitan Maria Anita Carolina Kioek Marliana Junaedi Michelle Angelina Veronika Rahmawati Wahyudi Wibowo Yulika Rosita Agrippina