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Naswan Suharsono

Universitas Negeri Malang

Author-ID : 214644

Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Public Health Social Sciences Other

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The Role Of Digitalization In Operational Efficiency Case Study On Seganex Footwear SMEs in Mojokerto City Kurniawan, Rivaldo; Sudarmiatin, Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 3 (2026): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i3.410

The development of digital technology offers opportunities for MSME actors to enhance operational efficiency and business competitiveness. This case study aims to analyze the role of digitalization in improving operational efficiency at the footwear MSME “Sepatu Seganex” in Mojokerto City. The study employed a qualitative descriptive method through field observations, interviews with the owner, and documentation of the production process. The findings indicate that the implementation of digitalization—covering digital financial recording, order management systems, digital marketing, and the use of marketplaces—significantly improves time efficiency, reduces operational costs, and increases productivity. The main challenges include limited digital human resources, initial technology adoption costs, and suboptimal internet access. This study contributes to MSME literature related to digital transformation strategies in the local manufacturing sector.

Analysis of the STP Marketing Strategy for Handmade Knitwear Products in MSMEs (Case Study on Candyco_id MSME) Khusnia, Rif’atul; Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Business and Investment Review Vol. 3 No. 6 (2025)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.228

This research aims to analyze the Segmenting, Targeting, and Positioning (STP) based marketing strategy for Candyco_id, a handmade knitting craft business in Malang City. This research uses a qualitative method with a case study approach to deeply explore the experiences of business owners thru interviews, observations, and an examination of marketing activities. The research findings indicate that the application of STP at Candyco_id evolved naturally and adaptively, influenced by direct interaction with consumers and social media trends. Market segmentation is formed based on demographic, geographic, psychographic, and behavioral characteristics, with gift-giving motives and a unique preference for handmade products being dominant. The targeting is directed toward students as the primary segment, with expansion thru digital marketing reaching consumers outside the region and potentially entering international markets. Positioning is built thru the differentiation of custom services, quality craftsmanship, and storytelling that strengthens the emotional value of the product. The challenges faced include price wars, which highlight the need for consumer education about the value of craftsmanship. Overall, this research confirms that the STP strategy plays an important role in strengthening the competitiveness of handmade creative MSMEs and can serve as a reference for developing marketing strategies in similar sectors.

The Effect of Individual Modernity, Financial Literacy, and Technology Adoption on Consumptive Behavior with Lifestyle as an Intervening Variable among College Students in Malang City Mirna Shofa Hesti; Hari Wahyono; Naswan Suharsono
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8558

This study aims to determine the influence of student consumptive behavior in terms of individual modernity, financial literacy, lifestyle, and technology adoption with lifestyle as an intervening variable. The method used is quantitative with explanatory research type . The population in this study were students in Malang city while the sample of this study were students of Malang State University, Brawijaya University, Muhammadiyah University, and Islamic University of Malang. The sampling used was multistage sampling. Data were collected by means of tests and questionnaires. Hypothesis testing was carried out using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). Based on the results of the study, it is known that individual modernity has a positive effect on consumptive behavior with a P-value of 0.000 and a t-statistic value of 51.028 while modernity has no effect on lifestyle because the P-Values value is 0.965 and a t-statistic value of 0.043. The financial literacy variable does not affect consumptive behavior because the P-Values value is 0.665 while the t-statistic value is 0.433 but the financial literacy variable has a negative effect on lifestyle with a P-Values value of 0.001 and a t-statistic value of 3.370. The technology adoption variable has a positive effect on consumptive behavior with a P-Values value of 0.020 and a t-statistic value of 2.335. The technology adoption variable also has a positive effect on lifestyle with a P-Values value of 0.000 and a t-statistic value of 4.798. The lifestyle variable has a positive effect on consumptive behavior variables with a P-Values value of 0.017 and a t-statistic value of 2.393.

Analysis Of The Application Of Franchising Systems In Street Food Businesses To Improve The Competitiveness Of Msmes Ariyanto, Beny; Sudarmiatin; Puji Handayati; Naswan Suharsono
International Journal of Technology and Education Research Vol. 3 No. 04 (2025): October - December, International Journal of Technology and Education Research
Publisher : International journal of technology and education research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijeter.v3i04.2704

This study aims to analyze the application of franchising systems in street food businesses and their impact on improving the competitiveness of MSMEs. Culinary MSMEs, especially in the street food sector, have high growth potential but face various challenges such as weak branding, inconsistent product quality, and limited managerial capacity. The franchising and micro-franchising models have emerged as potential strategies to overcome these challenges through operational standardization, management support, and brand strength. This study uses a qualitative approach with a case study method through in-depth interviews and observations of street food business actors who are franchisees. The results show that the implementation of SOPs, training, and supervision from the franchisor improve operational efficiency, product consistency, brand identity, and consumer trust. In addition, franchising has been proven to expand market access, increase sales, and help street food businesses move upmarket. However, the study also found challenges such as limited innovation, dependence on the franchisor for raw materials, and the burden of royalty fees. Overall, the franchising system has proven to be an effective strategy for increasing the competitiveness of MSMEs in the street food sector through a combination of standardization, brand strengthening, and ongoing management support.

The Role of Higher Education Institutions in Strengthening Social Entrepreneurship Ecosystems: A Mixed-Method Study in Malang Raya, Indonesia Rita Anggraini Rahayu; Sudarmiatin Sudarmiatin; Naswan Suharsono; Puji Handayati
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 4 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i4.478

This study investigates the role of higher education institutions (HEIs) in strengthening social entrepreneurship ecosystems in Malang Raya, Indonesia. Using an explanatory sequential mixed-method design, quantitative data were collected from 100–150 respondents representing key ecosystem actors, including faculty members, students, social entrepreneurs, supporting institutions, and government stakeholders. Quantitative data were analyzed using Structural Equation Modeling (SEM) with LISREL software, while qualitative data from 15–25 key informants were analyzed thematically through in-depth interviews and focus group discussions (FGD). The study integrates Resource-Based View (RBV), Triple Helix Model, and Social Capital Theory to develop a comprehensive framework. Findings demonstrate that HEIs significantly influence ecosystem sustainability, although some relationships show non-significant effects due to external factors and institutional readiness. The study recommends implementing collaborative strategies based on the triple helix model and strengthening social capital to enhance the social entrepreneurship ecosystem. This research contributes to advancing community-based entrepreneurship theory and provides practical implications for policymakers and institutional leaders in Indonesia.

Analysis of the Application of Franchising Systems on Business Performance in the Beverage Franchise Business: A Case Study of Ready-to-Drink Beverage Partners Beny Ariyanto; Sudarmiatin Sudarmiatin; Puji Handayati; Naswan Suharsono
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 4 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i4.491

This study aims to analyze the application of the franchising system on business performance in the beverage franchise business through a case study of Mitra Minuman Siap Saji. The approach used is qualitative with a case study design, with data collection techniques in the form of in-depth interviews, operational observations, and supporting documentation. The results show that the implementation of standardized Standard Operating Procedures (SOPs), franchisor support in the form of training, raw material supplies, and periodic monitoring contribute significantly to improving business stability, product quality consistency, and customer satisfaction. However, there are limitations in flexibility and several communication obstacles that have the potential to affect the effectiveness of the partnership. The relatively strict contract structure also impacts partners' perceptions of local innovation space, although it is generally still viewed as providing business security and business model clarity. These findings emphasize that a balance between franchisor control and partner autonomy, accompanied by open communication and fair contract design, is a key factor in creating sustainable business performance in a franchising system.

Community based marketing strategies: A case study of a home-based microenterprise in expanding market Istiqomah, Nur Hidayatul; Sudarmiatin, Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Jurnal Bisnis Mahasiswa Vol 5 No 6 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.968

This study aims to explain how community participation contributes to the transformation of marketing strategies in Dana Berkah, a home-based batik microenterprise in Tuban. Employing a qualitative single-case study design, the research traces the how and why processes through in-depth interviews, direct observations, and analytical techniques including pattern matching, explanation building, time series analysis, and the logic model. The findings reveal that prior to joining the community, the enterprise experienced marketing isolation, limited visual documentation, restricted market reach, and passive promotional behavior. Participation in the MSME community generated substantial changes through the expansion of promotional channels, intensification of offline marketing activities, wider access to information, and the development of a stronger business identity. The community acted as a change mechanism by providing informal learning, information exchange, and emotional support that enhanced the owner’s confidence to adopt proactive marketing practices. These results highlight the role of community-based social capital in strengthening marketing capabilities among resource-constrained microenterprises. The study is limited by its single-case design, reliance on self-reported narratives, and the limited observation timeframe. Practically, the study offers a collaborative learning model applicable to batik microenterprises and other creative-sector MSMEs, and provides valuable insights for policymakers designing network-based empowerment strategies.

Strategi Inovatif untuk UMKM di Jawa Timur: Meningkatkan Daya Saing melalui Inovasi Produk, Proses, dan Model Bisnis Salim, Agus; Sudarmiatin; Suharsono, Naswan; Handayati, Puji
Jurnal Manajemen dan Pemasaran Digital Vol. 3 No. 4 (2025): Jurnal Manajemen dan Pemasaran Digital (Oktober - Desember 2025)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v3i4.475

Artikel ini membahas strategi inovatif yang dapat diterapkan oleh UMKM di Jawa Timur dalam meningkatkan daya saing melalui inovasi produk, proses, pemasaran, dan model bisnis. Melalui pendekatan konseptual dan studi literatur terkini, artikel ini mengusulkan kerangka strategi berbasis kebutuhan lokal serta integrasi digitalisasi untuk memperkuat keberlanjutan usaha. Temuan menunjukkan bahwa inovasi praktis dan terjangkau (frugal innovation) menjadi kunci adaptasi UMKM terhadap perubahan pasar dan teknologi. Artikel ini juga menyertakan implikasi kebijakan bagi pemerintah daerah serta rekomendasi implementasi bagi pelaku UMKM.

Human Resource Readiness And Digital Technology Utilization In Supporting The Performance Of Rollin’ MSME Windarto, Agoes; Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 3 (2026): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i3.414

The rapid development of digital technology presents both opportunities and challenges for micro, small, and medium-sized enterprises (MSMEs), particularly in aligning human resource readiness with the increasing demands of digitalization. This study examines the current condition of human capital, digital technology utilization, and work motivation in Rollin’ MSME, Malang. Data were collected through surveys, interviews, and financial records covering monthly sales performance. Findings indicate that Rollin’ MSME faces significant human resource limitations, especially in digital literacy and participation in skill development, despite strong intrinsic motivation among some employees. Technology utilization is relatively high, with MSMEs adopting online sales platforms and basic digital administration; however, outcomes remain suboptimal due to inconsistent implementation. Financial analysis shows stable but moderate performance, with product sales dominated by cheese cake slices and potato donuts. Overall, the study highlights the need for strengthening HR capabilities and optimizing digital practices to enhance business performance.

Website Pemasaran Digital Sebagai Media Konten dan Sarana Promosi Produk Unggulan Usaha Mahasiswa Rayie Tariaranie Wiraguna; Naswan Suharsono; Titis Shinta Dhewi
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 3 No. 3 (2023): Desember : Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v3i3.2276

Numerous challenges arise concomitant with the rapid advancement of technology through digital marketing models that have been deployed by several small enterprises to rival comparable products. The transition to the digital market owing to the Industrial Revolution and the COVID-19 pandemic poses both threats and opportunities for technology-driven multinational corporations and micro and small enterprises. Nevertheless, only a few entrepreneurs have been able to capitalise on these prospects. In 2022, the significance of non-traditional media in science and technology for developing new product marketing capabilities that are autonomous, adaptable, and environmentally attuned is becoming more evident. It is crucial to establish entrepreneurship programmes tailored to the needs and requirements of 25 UMK students as per their respective groups and technical disciplines. Programmes should be customised to suit the capabilities, requirements, and preparedness of each department to facilitate the development of an entrepreneurial culture. An attempt has been made to establish synergy bridges using a specific approach. This approach can be implemented progressively and steadily for a particular cohort of skilled businesses or simultaneously for a variety of target groups. An organised campaign is required to foster an entrepreneurial culture through education and training of the target groups. The Programme for the Application of Science and Technology in Business (P2M) will be executed by LPM to enhance the entrepreneurial aptitude of 25 UMK students. This project intends to develop the business skills of the participants while maintaining objectivity in its evaluations. The use of simple sentences and causal connections facilitates the comprehension and logical coherence of the text. Consistent formatting and a conventional structure have been employed, while a high register and precise vocabulary have been utilized to maintain a balanced, value-neutral tone. Grammatical correctness has been ensured through careful editing. The Programme for the Application of Science and Technology in Business (P2M) will be executed by LPM to enhance the entrepreneurial aptitude of 25 UMK students.

Co-Authors ., ANAK AGUNG AYU SRI MARTINI ., AYU GDE CHRISNA UDAYANIE ., DEWA AYU MADE MAHAYUNI ., DR. I MADE KIRNA, M.Si. ., I NYOMAN SUARSANA ., KADEK WIRAWAN ., KD ARYA UTAMA JAYA ., NI KETUT UTAMI HANDAYANI ., Ni Luh Diani ., NI NYOMAN SUKARMINI ., Rekha Ad&#039 ., SYAMSUHARI ., Tri Rahayu A. A. Gde. Ekayana Afria, Julia Agus Hermawan Agus Hermawan Agus Hermawan Agus Hermawan Agus Salim Ana Badriah . Ana Badriah ., Ana Badriah Andryan, Dwi Anjuman Zukhri ANNISA RAHMAWATI Apriani, Ni Luh Ariyanto, Beny Arlindo Do Ceu Fatima Lindo Aruna, Alby Asy’ari, Ahmad Taufiqurrahman Basofitrah, Achmad Beny Ariyanto Bilqis Nabila Buyung Adi Dharma Casimiro Soares Damis Veri Budianto Dede Rusmana Desy Ayu Nurmala . Dewi Zahro Pertiwi Dewi, Ni Kadek Duri Listya Dewi, Titis Shinta Djatmika W.W, Ery Try Dr. I Dewa Putu Raka Rasana,M.Ed . Dr. Iyus Akhmad Haris,M.Pd . Drs. I Ketut Dunia, M.Erg. . Drs. I Made Kirna,M.Si . Drs. I Made Nuridja, M.Pd. . Dyah Setyawati Eva Puspa Asri . Eva Puspa Asri ., Eva Puspa Asri Fadia Zen Faizin, Moh. Fajar Azmi Kurniawan, Fajar Azmi Fitri, Hidayatul Hakkiatul Lutpi . Handri Dian Wahyudi Hari Wahyono Haris, Iyus Akhmad Helmi Abidin Heri Pratikto Hermawan, Dedi Joko I GUSTI AYU SUDEWI . I KADEK MULIASTAWAN . I Kadek Rai Suwena I Kadek Yogi Setiawan . I Kadek Yogi Setiawan ., I Kadek Yogi Setiawan I Ketut Yadnyana I Komang Sudarma I Made Candiasa I Made Indrawan I Made Suryana I Made Tegeh I Made Yudi Premana I NENGAH SANTOSA . I Nyoman Bagus Pramartha I Nyoman Suarsana I Nyoman Sujana I Nyoman Widhi Adnyana I Wayan Ardika I Wayan Edi Gunawan . I WAYAN MUDAYANTA . I Wayan Sukra Warpala I Wayan Suwendra Imam Buchori Imania, Ekklesia Isnaini, Arif Iva Khoiril Mala Iva Khoril Mala Iyus Akhmad Haris Josafat Gracia Ginting Julia Afria Kadek Agus Suarmawan . Kadek Agus Suarmawan ., Kadek Agus Suarmawan Kadek Yudi Saputra . Kadek Yudi Saputra ., Kadek Yudi Saputra Kd. Derina Sariyanti . Ketut Agustini KETUT WIDISILA . Khusnia, Rif’atul KURNIAWAN, RIVALDO Laksono Trisnantoro Lohana Juariyah Luh Retiantari Dewi . Lulup Endah Tripalupi M Luthfi Alif Utama M. Rudi Irwansyah M.Erg. Drs. I Ketut Dunia . M.Pd. Drs. I Made Nuridja . Made Ary Meitriana, S.Pd. . MADE GIRI PAWANA . Madziatul Churiyah Marcelliantika, Adinda Martha, Jefry Aulia Meitriana, Made Ary Mirna Shofa Hesti Mita Suprayatni . Mohammad Hari Mohammad Hari, Mohammad Muhammad, Wimar Murwani , F. Danardana NEVIATY PUTRI ZAMANI Ni Kadek Duri Listya Dewi Ni Luh Ayu Sugiantini . Ni Luh Diani . Ni Luh Eka Suryani . Ni Luh Eka Suryani ., Ni Luh Eka Suryani Ni Made Nanik Sugianti . Ni Nyoman Parwati Ni Putu Eka Sri Widiawahyuni . Ni Putu Eka Sri Widiawahyuni ., Ni Putu Eka Sri Widiawahyuni NI WAYAN SUTARMI . Ningrum, Linda Agustin Nur Hidayatul Istiqomah Nur Qibtiyah Nyoman Dantes Nyoman Trisna Herawati Pratiwi, Titania Putri Puji Handayati Purnomo, Irfan Agung Putu Chori Suryadewi . Putu Eka Darma Jayanti . PUTU LISA KUMALA DEWI . Putu Megayanti Putu Megayanti, Putu Qibtiyah, Nur Rachmad Hidayat Rachmad Hidayat Rahajeng Cahyaning Putri Cipto Rahmat Hidayat Rayie Tariaranie Wiraguna Rekha Ad'Ha Norvie . Riska Yuliana Riska Yuliana, Riska Rita Anggraini Rahayu Rokhman, Afif Nur Rozi, Wisma Miftahur Rudi, Jupensius Rudi Ruswita Dewi, Ida Ayu Putu Salsabila, Annisa Ayu Sigit Permansah Siti Mariana Ulfa Siti Rochani, Siti Sopiah, Sopiah SUBARONO PRI HARTOYO . Sudarmiatin Sudiarta, I Made Sudiarta, I Made Sufi, Lintang Sunariyadi Sunariyadi Surya, Eka Putri Sutresni, Ni Luh Suwendra, Wayan Titis Shinta Dhewi, Titis Tri Rahayu . Tri Sugiarti Ramadhan Tsabita Khwarazmita W, Rayie Tarianie Wayan Mudana Wayan Suwendra Winatha, Komang Redy Windarto, Agoes Yandi, Andri Yohanes, I Nyoman

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