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INOVASI DAN KREATIVITAS: KUNCI KONSEPTUAL SOLUSI ATAS PERMASALAHAN KEWIRAUSAHAAN KONTEMPORER Artino, Bhernanda Tri Mulia Aziza Putri; Winarno, Agung; Rahayu, Wening Patmi
Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (JEBISMA) Vol 3 No 2 (2025): Desember 2025
Publisher : PT. Media Edutama Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70197/jebisma.v3i2.171

Abstract

Inovasi dan kreativitas adalah kunci konseptual dan aset strategis krusial dalam kewirausahaan kontemporer yang berfungsi untuk mengatasi permasalahan bisnis dan mencapai pertumbuhan keberlanjutan. Keduanya memiliki kekuatan di mana kreativitas adalah pembangkit ide dan sumber solusi, sementara inovasi adalah implementasi praktis yang mengubah ide menjadi nilai nyata, sangat penting untuk adaptasi dalam lanskap bisnis yang dipengaruhi teknologi dan globalisasi. Penelitian ini bertujuan untuk mendeskripsikan inovasi dan kreativitas sebagai kunci konseptual solusi atas permasalahan kewirausahaan kontemporer. Metode penelitian menggunakan pendekatan konseptual dengan penelitian studi pustaka (literatur review). Hasil penelitian menunjukkan bahwa kemampuan wirausahawan untuk menginternalisasikan kreativitas sebagai sumber solusi dan mengimplementasikan inovasi sebagai tindakan nyata penghasil nilai adalah prasyarat fundamental untuk mencapai keunggulan kompetitif, pertumbuhan bisnis yang berfokus pada keberlanjutan dan memberikan dampak ekonomi yang signifikan di era kontemporer.  
Analysis of the Quality of Tryout Questions in the Marketing Education Program Based on Pedagogical Content Knowledge for UKPPPG Readiness Hidayat, Rachmad; Rahayu, Wening Patmi
REVIEW OF MULTIDISCIPLINARY EDUCATION, CULTURE AND PEDAGOGY Vol. 4 No. 4 (2025): AUGUST
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/romeo.v4i4.1996

Abstract

A fundamental issue in the educational ecosystem is the assessment of learning outcomes. In preparing teachers for the Teacher Professional Education Competency Test (UKPPPG), tryout tests serve as strategic instruments. For the Marketing Education Program, these test items must reflect required pedagogical and professional competencies, particularly Pedagogical Content Knowledge (PCK), which integrates content mastery with teaching strategies. This study aims to analyze the quality of tryout test items based on PCK in preparing Marketing Education Program teachers for the UKPPPG. Using a quantitative-descriptive approach with 108 participants (36 male; 72 female), data were analyzed with SPSS 31, focusing on item validity (point-biserial correlation), reliability (Cronbach's α), discrimination index (D), difficulty level (p), and distractor effectiveness. Results indicate sufficient reliability (α = 0.760), though item quality varied: some items were valid, marginal, or invalid—particularly weak in early indicators. Discrimination indices were mostly "fair," with several items rated "good" (D ≥ 0.40) suitable for retention, while "poor" items (D < 0.20) require revision or replacement. The difficulty distribution was unbalanced for summative testing (easy 34%, medium 37%, difficult 29%), suggesting dominance of easy items that reduce discrimination. Distractor analysis revealed an average of 2–3 functioning distractors per item (66%), though some were implausible and required revision. The implications highlight the need for systematic selection and revision of items (stem, key, and distractors), rebalancing difficulty levels, and repeated pilot testing to ensure the instrument achieves higher validity, reliability, and representativeness of PCK-based teacher competencies in 21st-century marketing education.
BEYOND BUSINESS CREATION: PERAN PENDIDIKAN KEWIRAUSAHAAN SEBAGAI INKUBATOR BERPIKIR KRITIS DALAM TINJAUAN LITERATUR SISTEMATIS Haniatur Rofiqoh Umar; Shahrul Dwi Ananta; Wening Patmi Rahayu; Andy Prasetyo Wati
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 04 (2025): Volume 10 No. 04 Desember 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i04.39546

Abstract

Entrepreneurship education plays a crucial role in enhancing the critical thinking skills of vocational high school (SMK) students. This study employed a Systematic Literature Review (SLR) method by analyzing 9 selected articles from a total of 16,100 publications between 2020 and 2025. The study aims to demonstrate that the implementation of learning methods and entrepreneurship programs in SMKs effectively improves students’ critical thinking skills, including the ability to analyze problems, evaluate options, and make logical decisions. Additionally, such learning strengthens communication, collaboration, and social interaction among students. It is recommended to provide teacher training, develop systematic learning models, and integrate entrepreneurship education into the curriculum, with further development incorporating digital technology and innovative learning models. This is expected to provide a clear roadmap for educators, curriculum designers, and policymakers in optimizing the implementation of entrepreneurship education as an effective tool to cultivate a generation that is both critical and innovative.
MSME Product Innovation as a Competitiveness Strategy in Local and Global Markets Mufid Andrianata; Sudarmiatin Sudarmiatin; Wening Patmi Rahayu
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 1 (2024): Oikonomia-December
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v1i1.279

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in the Indonesian economy with significant contributions to Gross Domestic Product (GDP) and employment. However, in facing the challenges of globalization and increasingly fierce competition, MSMEs are required to innovate to remain relevant and competitive. Innovation is key to improving product competitiveness by adopting digital technology, integrating traditional elements with modern designs, and utilizing e-commerce platforms and social media. Trend phenomena such as increasing interest in local products with a modern touch, environmentally friendly designs, and unique narratives in marketing are increasingly encouraging MSMEs to adapt quickly. This research uses a descriptive qualitative approach to understand the innovation strategies of MSMEs in Yogyakarta, involving interviews, observation, and documentation. The results show that MSMEs that are able to combine traditional elements with modern innovations can expand their markets internationally. Collaboration with external parties such as startups and business incubators also plays an important role in enriching product quality and expanding market reach. Thus, continuous innovation and support from various parties are the main drivers for MSMEs to continue to grow in a competitive global market
STRATEGI GURU DALAM MENGOPTIMALKAN PEMBELAJARAN KEWIRAUSAHAAN BERBASIS KURIKULUM MERDEKA: Studi Kasus di SMK PGRI Sumbermanjing Wardani, Anita Kusuma; Novantiko, Kevin; Rahayu, Wening Patmi; Wati, Andy Prasetyo
Jurnal Manajemen Pendidikan Vol. 11 No. 1 (2026): Regular Issue (In Progress)
Publisher : STKIP Pesisir Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34125/jmp.v11i1.1443

Abstract

This study aims to describe the strategies implemented by teachers' in optimizing entrepreneurship learning based on the Merdeka Curriculum at SMK PGRI Sumbermanjing. Using a case study approach, this study examines in dept the learning practices carried out through observation, interviews, and document review. The results show that teachers implement various key strategies, including flexible and contextual planning with project based learning as the core of learning activities, as well as utilizing the surrounding environment as a source of learning. In addition, teachers play an active role in fostering student independence and creativity through continuous mentoring and consistent feedback. The application of these strategies has been proven to increase student egngagement while strengthening entrepreneurial competencies that are in line whit the needs of the world of work. These findings confirm that entrepreneurial learning in the Merdeka Curriculum can run optimally if teachers are able to design learning processes that are active, adaptive, and oriented towards direct learning experiences.
Dampak Kewirausahaan terhadap Pertumbuhan Ekonomi: Systematic Literature Review Salsabila, Sarah Sakiran; Rahayu, Wening Patmi; Prasetyowati, Andy
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 1 (2026): SENTRI : Jurnal Riset Ilmiah, Januari 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i1.5363

Abstract

Entrepreneurship is one of the fundamental elements in stimulating economic development, especially through job creation, increasing innovation, and strengthening national competitiveness. However, research results on the effects of entrepreneurship on economic growth are still varied and scattered across various country contexts and methodological approaches. Therefore, the purpose of this study is to systematically review the literature examining the effects of entrepreneurship on economic growth using the Systematic Literature Review (TLS) method. The review process takes place through screening reputable academic articles published in indexed national and international journals in the last decade. This screening is carried out through several steps, including identification, selection, eligibility, and inclusion based on predetermined criteria. The research results show that entrepreneurship has a positive and significant impact on economic growth, particularly through increased productivity, technological innovation, and the development of small and medium enterprises (SMEs). Furthermore, supporting factors such as government policies, the quality of human resources, access to financing, and the entrepreneurial ecosystem also strengthen this relationship. However, a number of studies also indicate variations in the impact of entrepreneurship depending on the level of economic development and regional characteristics. The findings of this study are expected to provide theoretical contributions to the development of entrepreneurship studies and become considerations for the formulation of economic policies that focus on strengthening sustainable entrepreneurship.
7P MARKETING MIX STRATEGY IN ENHANCING THE COMPETITIVENESS OF TRAVEL AGENCIES: A CASE STUDY OF FAREL TOUR & TRAVEL Ilham Pamungkas, Farel; Putra, Pandu Yudi; Sudarmiatin, Sudarmiatin; Rahayu, Wening Patmi
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/e3hvpd50

Abstract

Industri pariwisata Indonesia mengalami pertumbuhan signifikan dengan kontribusi terhadap PDB nasional mencapai 4,8% pada tahun 2024. Biro perjalanan wisata sebagai perantara dalam ekosistem pariwisata menghadapi tantangan kompleks di era digital, mulai dari gangguan oleh platform agen perjalanan daring, perubahan perilaku konsumen yang semakin melek teknologi, hingga intensitas kompetisi yang meningkat. Makalah ini mengeksplorasi implementasi bauran pemasaran 7P dalam konteks jasa pariwisata melalui studi kasus mendalam pada Farel Tour & Travel, sebuah biro perjalanan wisata yang beroperasi di Nganjuk, Jawa Timur. Melalui pendekatan penelitian kualitatif dengan metode wawancara mendalam terhadap manajemen, karyawan, dan pelanggan, penelitian ini mengidentifikasi bagaimana setiap elemen bauran pemasaran 7P—Produk, Harga, Tempat, Promosi, Orang, Proses, dan Bukti Fisik—diimplementasikan dan berkontribusi terhadap penciptaan nilai pelanggan serta keunggulan kompetitif. Temuan penelitian menunjukkan bahwa keberhasilan Farel Tour & Travel terletak pada integrasi strategis antara personalisasi layanan, efisiensi proses pemesanan, dan diferensiasi produk melalui paket wisata tematik yang unik. Namun, terdapat kesenjangan signifikan dalam pemanfaatan teknologi digital dan optimalisasi bukti fisik yang perlu ditingkatkan. Makalah ini berkontribusi pada literatur pemasaran jasa dengan menyediakan pemahaman kontekstual tentang aplikasi bauran pemasaran 7P dalam industri jasa pariwisata Indonesia, serta memberikan rekomendasi praktis bagi praktisi industri untuk meningkatkan daya saing di era digital.
SYSTEMATIC LITERATURE REVIEW: THE EFFECTIVENESS OF PROJECT BASED LEARNING AND EXPERIENTIAL LEARNING MODELS IN FOSTERING HIGH SCHOOL STUDENTS' ENTREPRENEURIAL INTENTION Munawaroh, Rianzah; Noviani, Eni; Rahayu, Wening Patmi; Wati, Andy Prasetyo
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/f21j4b74

Abstract

This Systematic Literature Review (SLR) aims to identify, evaluate, and synthesize the most effective and relevant learning models for Entrepreneurship subjects at the Senior High School (SMA) level. Specifically, this review focuses on the effectiveness of project-based and experiential learning models in enhancing students' entrepreneurial intention and practical skills. This systematic review was conducted based on the PRISMA framework. The literature search was performed on academic databases such as Scopus, Google Scholar, and ERIC, with publications restricted to the years 2018 to 2025. The inclusion criteria required articles to be empirical research focusing on entrepreneurship learning models within the SMA/MA context. A total of 15 articles met the criteria, and their data were extracted for thematic-qualitative analysis. The findings indicate that the Project-Based Learning (PjBL) and Experiential Learning (EL) models are the dominant and significantly effective approaches. PjBL is effective in improving business planning and product skills, while Experiential Learning excels at fostering the entrepreneurial mindset, attitude, and self-reliance. A key research gap identified is the lack of active collaborative integration with real business practitioners. Entrepreneurship learning at the high school level must be designed using applicable and contextual models. The integration of PjBL and Experiential Learning should be optimized to bridge the gap between theory and practice effectively.
TEACHING MODULE: BUSINESS IN SYNERGY WITH SOCIOLOGY LEARNING SUBJECT: EFFORTS TO EMPOWER COMMUNITY CULTURE IN THE WORLD OF EDUCATION Dwipriwanti, Aida; Rahayu, Wening Patmi; Wati, Andy Prasetyo
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jyhhf561

Abstract

This study aims to analyze the potential synergy between business teaching modules and sociology subjects as an effort to empower community culture within the educational context. Traditionally, business education has been predominantly focused on rational economic aspects, neglecting the social and cultural dimensions inherent in society. Using a Systematic Literature Review (SLR) approach, this research reviewed 15 scholarly articles published between 2021 and 2025, applying the PRISMA framework for systematic identification and inclusion. The inclusion criteria involved studies discussing the integration of business learning with socio-cultural values within secondary and higher education contexts. The findings reveal that integrating business and sociology in educational settings plays a crucial role in nurturing social entrepreneurs grounded in cultural values and ethical awareness. Teaching modules designed through this interdisciplinary approach enhance students’ social responsibility, ethical consciousness, and sensitivity to local wisdom. Furthermore, such integration strengthens the relevance of education to real-life community contexts and supports cultural preservation as part of the learning process. Therefore, the development of interdisciplinary teaching modules between business and sociology represents a strategic step toward fostering globally competitive, socially responsible, and culturally rooted young generations.
Pengaruh Electronic Word Of Mouth dan Digital Advertising terhadap Customer Retention dengan Customer Experience sebagai Mediasi (Studi pada Konsumen Traveloka di Indonesia) Dewi Sinta Puspitasari; Wening Patmi Rahayu; Titis Shinta Dhewi
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 3 (2026): Jurnal Ilmu Manajemen Terapan (Januari - Februari 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i3.7842

Abstract

Penelitian ini memiliki tujuan sebagai bentuk analisis pengaruh electronic word of mouth dan digital advertising terhadap customer retention dengan customer experience sebagai variabel mediasi pada pengguna aplikasi Traveloka di Indonesia. Latar belakang penelitian ini didasarkan pada meningkatnya persaingan industri Online Travel Agent yang menuntut perusahaan untuk mempertahankan pelanggan melalui strategi pemasaran digital yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui kuesioner daring dari 350 responden yang dipilih menggunakan teknik purposive sampling melalui kriterua responden yang pernah pernah menggunakan aplikasi Traveloka dan terpapar ulasan daring dan digital advertising. Pengolahan data dalam penelitian ini dilakukan melalui pendekatan Structural Equation Modeling  (SEM) berbasis Partial Least Square (PLS) untuk menguji keterkaitan antarvariabel secara simultan. Temuan secara empiris menunjukkan bahwa electronic Word Of Mouth (eWOM) dan digital advertising memberikan kontribusi yang signifikan dalam meningkatkan customer retention. Kedua variabel tersebut juga terbukti memiliki peran dalam membentuk customer experience secara positif, serta berfungsi sebagai variabel intervening yang menjembatani pengaruh eWOM dan digital advertising terhadap costumer retention. Penelitian ini menegaskan bahwa customer experience memiliki peran signifikan guna memperkuat efektivitas strategi pemasaran digital guna meningkatkan retensi pelanggan pada industri jasa digital.
Co-Authors Abel Widi Astuti Adinda Marcelliantika Agnesia, Rila Ayu Agung Winarno Agus Hermawan Agus Hermawan Agustin, Resty Aisyah Asri Nurrahma Akh. Fawaid Alby Aruna Alfina Nur Jannah Alviansyah, Havisfal Amala, Istiqomah Ahsanu Amaliyah, Khoirotul Andaryanto Andi Basuki, Andi Andi Wisnu Murti Andy Chandra Pramana Andy Prasetyo Wati Andy Prasetyo Wati ANGGA MARTHA MAHENDRA, ANGGA Antara, Radittya Mahasputra Ar-Rasyi, Hasna Hamida Alifia Artino, Bhernanda Tri Mulia Aziza Putri Arumsari, Oktaviani Putri Dita Aruna, Alby Asep Dana Saputra Asrizal Atma Wijaya, Ginanjar Aulia Ramadhani A’rasy Fahrullah Bambang Banu Siswoyo Bambang Sugeng Budi Eko Soetjipto Budiono , Sunarto Cecilia Indah Hapsari Cyndy Novi Octavia Damayanti, Vidya Dede Rusmana Desi Anggarwati Desi Anggrianto - Devi, Shinta Prasetia Dewi Sinta Puspitasari Dewi, Titis Shinta Dida Maulidya Al Afshana Didik Indratno Dinda Syafitri Djoko Dwi Kusumajanto Djoko, Sunarti Doni Erfianto Dwi rahayu Dwipriwanti, Aida Eka Putri Surya Eni Noviani, Eni Eni Susilowati Erlina Puspita Istikomah Ery Tri Djatmika RWW Eva Rosita Dewi Faradila, Fian Arifiona Farij Ibadil Maula Fathonah, Sastiana Mandasari Fatmala, Fila Dia Ayu Feri Andika Prasetya Fika Dwi Rahmania Firzon Ainur Roziqin, Mohamad Fitriani Fuad Abdul Fattah Giarti Ningsih Gilang Permatasari, Trivena Hamdani Hamdani Hamdani, Umar Haniatur Rofiqoh Umar Hanik Munaddifah Haribowo, Siget Fitrianto Heny Kusdiyanti, Heny Heri Heri, Heri Heri Praktikto Heri Pratikto Hidayatin Hidayatin Hilwa Rohmahdiniyah Nur Azizah Huda, Achmad Nuril Ibrahim, Muhammad Maulana Ilham Pamungkas, Farel Indarwati, Rila Ayu Agnes Iriaji Jali, Jafalizan Md. Jamaluddin Jamaluddin Kevin Ghulaman Silmi Khoirul Ilmiati Khusnia, Rif’atul Kiki Zilfia Auliatul Maurisa Kristianingsih, yuyun Kukuh Handojo Kuncoro Aprilia Hikmawati Lili Purwanitasari Ludi Wishnu Wardana M. Yogi Riyantama Isjoni Madziatul Churiyah Mahardhika, Early Harison Manus, Victorio Chipta Gregory Marcelliantika, Adinda Marna, Jean Elikal Martha, Jefry Aulia Maulia, Danis Mentari Ritonga Mohammad Hari, Mohammad Mohammad Zaenal Abidin Muaddab, Hafis Mubarok, Dimas Hamdan Muchamad Rizky Fauzi Mufid Andrianata Muh K Bonesaputra Rukman Muhammad Rivai Muhammad Vicky Zulfikar Mujiyanti, Sri Ayudha Munawaroh, Rianzah Nabilah, Zahidah Ismah Nahdi, Moehammad Robith Nasikh Natasya Ika Suryaningsih Ningsih, Giarti NORIDA CANDA SAKTI Novantiko, Kevin Novita Ika Fitriani Novitasari, Anindita Trinura Nurul Farida Nurul Hidayati Nynys Khoirun Nisa’ Pangestu, Witjaksono Adi Prabowo, Andri Eko Prabowo, Stanley Pramana, Aditya Prasetyo, Abdul Rahman Prayitno, Reza Dwi Purnomo Purwanto, Sandi Purwanto, Yusuf Puspitasari, Ranny Fitria Putra, Pandu Yudi Putri Rahmayanti Putri Surya, Eka Rachmad Hidayat Rachmad Hidayat Rachman, Tutut Arif Raisa Fitri Raya Sulistyowati Regita Niken Ashari Rendika Vhalery Rila Ayu Agnes Indarwati Rizkita, Marsya Aulia Roziqin, Mohamad Firzon Ainur RR. Ella Evrita Hestiandari Rr. Suci Palasari Rudi, Jupensius Rully Wiliandri Safitri, Heida Ifkari Salsa Rahmawati Saputri Salsabila, Sarah Sakiran Satia Nur Maharani Selviani Putri Anggia Septia Anggi Saputri Septiawan, Bambang Shahrul Dwi Ananta Shendy Andrie Wijaya Siti Ulfatul Faizah Siti Zumroh Sri Umi Mintarti Sriyani Mentari Sudarmiatin Sulikah Sulikah Sulistiyani, Sulistiyani Sunandes, Aris Sunyoto, Agus Bambang Suprayitno, Hery Surasak Jamnongsarn Surya, Eka Putri Suyowanto, Suyowanto Syahrul Munir Tisa Reta Vianda Titis Shinta Dhewi, Titis Tri Kurniawati Umagapi, Dara Anindya Putri Umatin, Choiru Uswatun Hasanah Utami, Rizki Amalia Vica Vekyana Sagita Wahyu Dede Gustiawan Wardani, Anita Kusuma Wardhana, Ludi Wishnu Wati, Sri Sulistiya Wibowo, IG. Jarot Febri Setyo Widyaningrum, Santi Wijaya, Ginanjar Atma Winda Purwaning Suhairiya Yasari, Niluh Komang Kusuma Yenni Artati Yogatama, Ahmad Nizar Yohanes Wibisono Yosi Mariana Yuhendri L V Yusnita Wardani Zumroh, Siti Zutiasari, Ika