Garuda - Garba Rujukan Digital

Strategi Pengembangan Kewirausahaan Mahasiswa di Kota Depok Devina febryani; Erwin Permana
Dedikasi : Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2023): Dedikasi : Jurnal Pengabdian Kepada Masyarakat
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah III DKI Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53276/dedikasi.v2i1.36

Keberadaan wirausahawan di suatu negara sangat penting untuk menciptakan lapangan kerja baru, menyerap tenaga kerja, dan mendorong kemandirian di masyarakat. Semakin banyak jumlah pelaku usaha di suatu negara akan memperkuat perekonomian negara tersebut. Jumlah pelaku usaha yang banyak bahkan merupakan indikator keunggulan dan daya saing suatu negara. Secara kuantitas syarat untuk menjadi negara maju dan memiliki daya saing harus memiliki jumlah pelaku wirausaha lebih dari 14% dari rasio penduduknya. Saat ini di Indonesia, pelaku entrepreneur baru 3,1% sehingga perlu diadakan upaya-upaya percepatan untuk mendorong agar pelaku usaha di Indonesia terus meningkat. Penelitian ini berusaha menganalisis strategi pengembangan kewirausahaan mahasiswa di Kota Depok. Pendekatan penelitian dilakukan dengan pendekatan kualitatif deskriptif. Data diperoleh dari berbagai dokumen resmi dan penelusuran di berbagai media populer dan resmi. Hasil penelitian menunjukkan bahwa Strategi Pengambangan Kewirausahaan Mahasiswa di Kota Depok dilakukan dengan cara mengembangkan minat Mahasiswa melalui pelatihan serta mata kuliah kewirausahaan di Perguruan Tinggi masing-masing serta melalui pemberdayaan masyarakat Kota Depok. Pengembangan Minat Mahasiswa dalam memajukan kewirausahaan di Kota Depok melalui pelatihan serta mata kuliah wirausaha di Perguruan Tinggi efektif membangun jiwa kewirausahaan pada mahasiswa yang kompetitif.

Pemanfaatan Influencer Produk Somethinc Dalam Strategi Digital Marketing di Kalangan Masyarakat Azzahra Nasyatra Sulindra; Ariana Widya Ningsih; Ariyo Wibowo; Erwin Permana
Journal Of Business, Finance, and Economics (JBFE) Vol 3, No 2 (2022): Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v3i2.4102

The marketing strategy using influencers is included in one of the business strategies, namely viral marketing. Viral marketing can be interpreted as a marketing strategy that is carried out by disseminating product information or opinions to the surrounding environment by word of mouth using digital media. One of the brands that utilizes digital media platforms as a strategy to market their products is Somethinc. This study aims to analyze the use of Somethinc influencer products in digital marketing strategies among the public. The research was conducted with a qualitative approach. The data was obtained from observing the digital media used by Somethinc's products. To strengthen the observation results, searches were carried out in the official media and the results of scientific publications. The results of the study show that Somethinc uses a digital marketing strategy by utilizing influencers which is done by promoting their products or commonly called endorsements. These influencers promote on their social media accounts and then swatch or try the product directly on their skin and then review it by giving positive comments about the product. Somethinc also has several Brand Ambassadors from within the country and abroad to collaborate to help promote Somethinc products to the wider community. Suggestions for writers are to examine more deeply and comprehensively about the marketing strategy for the Somethinc brand using Viral Marketing techniques through influencers and Brand Ambassadors.

Strategi Mempertahankan Usaha Franchise Pada Minuman Mixue di Indonesia Najla Najla; Yani Dewanthi; Erwin Permana
Journal Of Business, Finance, and Economics (JBFE) Vol 3, No 2 (2022): Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v3i2.4099

The franchise system provides various advantages for people who buy the system. By using a franchise system, it can provide benefits such as a business brand, logo, marketing, production methods, brand name, and a business system that has also been built from the start. One of the products that runs the franchise strategy to develop its business is the Mixue product. Even though it is relatively new, Mixue has experienced extraordinary development with quite high popularity. This study aims to analyze the strategy of maintaining a franchise business on Mixue drinks in Indonesia. The research was conducted with a qualitative approach. The collection technique uses searches on various official and popular sites as well as reviews of various official publications and scientific publications on the results of scientific research. The results of the study show that Mixue uses three strategies to maintain its business, namely producing contemporary products, low price strategy and FOMO strategy. With these three strategies, Mixue is competent enough to be able to maintain the franchise business. In Indonesia, they also have many outlets and can keep mixue popular among ice cream or boba drink products. Mixue is also able to compete with other companies that offer similar products at higher prices. The mixue outlet consistently applies the franchise concept as a mainstay for developing a business with very positive results. The researcher suggests Mixue business actors to develop new strategies in addition to maintaining existing strategies. The new strategy suggested is for example, business collaboration with complementary products that are well known in Indonesia, for example culinary shops that do not yet serve similar drinks, such as waroeng Special Sambal, solaria fried rice, etc. It is suggested to further researchers to conduct an analysis on the digital marketing aspects of Mixue products.

Analisis Strategi Pemasaran Produk Erigo Dea Nadiya; Dhika Fauztina; Khalishah Daniella Diana; Erwin Permana
Innovative: Journal Of Social Science Research Vol. 3 No. 2 (2023): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i2.1984

Brand Erigo menjadi salah satu brand yang menggunakan strategi marketing melibatkan strategi offline maupun online. Brand Erigo merupakan produk lokal yang awalnya tidak memiliki store, hingga pada tahun 2020 brand ini mendirikan ‘Erigo Store’. Tahun 2021 Erigo Store hadir di New York Fashion Week yang dihadiri oleh sejumlah selebriti dan influencer Indonesia. Sehingga menjadi sorotan publik karena ramai akan unggahan tentang beberapa wajah selebriti, blogger dan youtuber yang berhasil tampil di Billboard Times Square, New York. Penelitian ini bertujuan untuk menganalisis strategi pemasaran produk Erigo. Pendekatan penelitian dilakukan dengan menggunakan pendekatan kualitatif. Data diperoleh malalui obersevasi terhadap berbagai toko Erigo baik offline maupun online. Data sekunder didapatkan dengan penelusuran terhadap berbagai situs resmi populer. Hasil penelitian menunjukkan bahwa dalam meningkatkan pemasaran produk, Erigo memiliki strategi-strategi pemasaran baik menggunakan platform secara online maupun offline. Strategi tersebut adalah aktif mengikuti baazar, membuat website dengan tampilan menarik, memanfaatkan Instagram juga Tiktok, serta mengusung konsep yang menarik sesuai dengan target pasar, bekerja sama dengan influenzer, Shopee dan Tokopedia. Strategi yang dilakukan ini, dinilai untuk menguatkan pemasaran juga untuk branding koleksi-koleksi produk Erigo. Dalam konteks pemasaran, media digital seperti media sosial masih menjadi media yang paling efektif untuk digunakan. Terutama pasca pandemi, yang dimana semua orang berfokus pada dunia digital.

The Influence of Knowledge Management Capability Dimensions on the Competitive Advantage of MSMEs Through Entrepreneurial Orientation Erwin Permana; Khalida Utami; Margo Purnomo
Jurnal Manajemen Teknologi Vol. 22 No. 1 (2023)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/jmt.2023.22.1.5

Abstract. The concept of knowledge management as the mainstay for building the competitive advantage of large companies has been highly emphasized in the strategic management literature, but similar studies are still rare in the realm of MSMEs. To fill this gap, this paper empirically examines the relationship between the dimensions of knowledge management capability and competitive advantage through the entrepreneurial orientation of Micro, Small and Medium Enterprises (MSMEs). The knowledge management dimensions used include knowledge management infrastructure and knowledge management processes. The analysis technique uses Structural Equation Model (SEM) with SmartPLS. Research respondents are owners/managers in 75 MSME sentra in Jakarta, Indonesia. Statistical tests show that knowledge management infrastructure has a significant effect on entrepreneurial orientation but does not have a significant effect on competitive advantage. The knowledge management process has a significant effect on entrepreneurial orientation and also on competitive advantage. Meanwhile, entrepreneurial orientation has a significant effect on competitive advantage. This reality confirms that when there is high pressure on MSMEs, it will cause actions and reactions among companies in the industry. To emphasize the important role of knowledge management in facing future pressures, wider research is needed on the consequent variables of the application of knowledge management in MSMEs, such as digital capabilities, business agility and business performance.Keywords: Knowledge management infrastructure, knowledge management processes, competitive advantage, entrepreneurial orientation, MSMEAbstrak. Konsep knowledge management sebagai andalan untuk membangun keunggulan kompetitif perusahaan besar sudah sangat ditekankan dalam literatur strategic management, namun studi serupa masih jarang dilakukan di ranah UMKM. Untuk mengisi kesenjangan tersebut, makalah ini mengkaji secara empiris hubungan antara dimensi kapabilitas manajemen pengetahuan dan keunggulan kompetitif melalui orientasi kewirausahaan Usaha Mikro, Kecil dan Menengah (UMKM). Dimensi manajemen pengetahuan yang digunakan meliputi infrastruktur manajemen pengetahuan dan proses manajemen pengetahuan. Teknik analisis menggunakan Structural Equation Model (SEM) dengan SmartPLS. Responden penelitian adalah pemilik/pengelola di 75 sentra UMKM di Jakarta, Indonesia. Uji statistik menunjukkan bahwa knowledge management infrastructure berpengaruh signifikan terhadap orientasi kewirausahaan namun tidak berpengaruh signifikan terhadap keunggulan kompetitif. Proses knowledge management berpengaruh signifikan terhadap orientasi kewirausahaan dan juga keunggulan bersaing. Sedangkan orientasi kewirausahaan berpengaruh signifikan terhadap keunggulan bersaing. Realitas ini menegaskan bahwa ketika terjadi tekanan yang tinggi terhadap UMKM akan menimbulkan aksi dan reaksi antar perusahaan dalam industri tersebut. Untuk menekankan peran penting knowledge management dalam menghadapi tekanan masa depan, diperlukan penelitian yang lebih luas terhadap variabel-variabel konsekuen penerapan knowledge management pada UMKM, seperti kapabilitas digital, business agility dan business performance.Keywords: Knowledge management infrastructure, knowledge management processes, competitive advantage, entrepreneurial orientation, MSME

Strategi Mempertahankan Usaha Franchise Pada Minuman Mixue di Indonesia Najla Najla; Yani Dewanthi; Erwin Permana
Journal Of Business, Finance, and Economics (JBFE) Vol 3 No 2 (2022): Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v3i2.4099

The franchise system provides various advantages for people who buy the system. By using a franchise system, it can provide benefits such as a business brand, logo, marketing, production methods, brand name, and a business system that has also been built from the start. One of the products that runs the franchise strategy to develop its business is the Mixue product. Even though it is relatively new, Mixue has experienced extraordinary development with quite high popularity. This study aims to analyze the strategy of maintaining a franchise business on Mixue drinks in Indonesia. The research was conducted with a qualitative approach. The collection technique uses searches on various official and popular sites as well as reviews of various official publications and scientific publications on the results of scientific research. The results of the study show that Mixue uses three strategies to maintain its business, namely producing contemporary products, low price strategy and FOMO strategy. With these three strategies, Mixue is competent enough to be able to maintain the franchise business. In Indonesia, they also have many outlets and can keep mixue popular among ice cream or boba drink products. Mixue is also able to compete with other companies that offer similar products at higher prices. The mixue outlet consistently applies the franchise concept as a mainstay for developing a business with very positive results. The researcher suggests Mixue business actors to develop new strategies in addition to maintaining existing strategies. The new strategy suggested is for example, business collaboration with complementary products that are well known in Indonesia, for example culinary shops that do not yet serve similar drinks, such as waroeng Special Sambal, solaria fried rice, etc. It is suggested to further researchers to conduct an analysis on the digital marketing aspects of Mixue products.

Pemanfaatan Influencer Produk Somethinc Dalam Strategi Digital Marketing di Kalangan Masyarakat Azzahra Nasyatra Sulindra; Ariana Widya Ningsih; Ariyo Wibowo; Erwin Permana
Journal Of Business, Finance, and Economics (JBFE) Vol 3 No 2 (2022): Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v3i2.4102

The marketing strategy using influencers is included in one of the business strategies, namely viral marketing. Viral marketing can be interpreted as a marketing strategy that is carried out by disseminating product information or opinions to the surrounding environment by word of mouth using digital media. One of the brands that utilizes digital media platforms as a strategy to market their products is Somethinc. This study aims to analyze the use of Somethinc influencer products in digital marketing strategies among the public. The research was conducted with a qualitative approach. The data was obtained from observing the digital media used by Somethinc's products. To strengthen the observation results, searches were carried out in the official media and the results of scientific publications. The results of the study show that Somethinc uses a digital marketing strategy by utilizing influencers which is done by promoting their products or commonly called endorsements. These influencers promote on their social media accounts and then swatch or try the product directly on their skin and then review it by giving positive comments about the product. Somethinc also has several Brand Ambassadors from within the country and abroad to collaborate to help promote Somethinc products to the wider community. Suggestions for writers are to examine more deeply and comprehensively about the marketing strategy for the Somethinc brand using Viral Marketing techniques through influencers and Brand Ambassadors.

Strategi pemasaran digital scarlett whitening Atika Dian Puspita; Devi Desrianti; Nur Anisa Amania; Erwin Permana
Jurnal Riset Pendidikan Ekonomi Vol. 8 No. 2 (2023): OKTOBER
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v8i2.8352

The current development of various marketing media means that business actors must be able to execute marketing strategies in various media channels, both directly and digitally. One product that utilizes all communication channels to market its products is Scarlett Whitening. Although it is classified as a new brand, it is already quite popular among Indonesian people. This study aims to analyze the digital marketing strategy for Scarlett Whitening products. The research was conducted with a descriptive qualitative approach. Research data uses primary data and secondary data. Data is collected by making observations while secondary data comes from the results of searching data in various popular and official databases, as well as scientific publications. The results of the study concluded that there were four main digital strategies carried out by the company, namely Collaboration with Influencers, providing Platforms and marketing on various marketplaces such as Lazada, Tokopedia, Tiktok Shop and Shopee, making brand ambassadors not only local but also foreign actors who have many fans and implementing promotional strategies such as flash sales, promos in the form of Scarlett Whitening beauty product packages and discounts. This research suggests carrying out marketing innovations in addition to maintaining existing digital marketing strategies. The marketing innovation carried out is collaborative marketing with various well-known products. If this research examines marketing strategy in general, then for future researchers this research suggests conducting research on more specific strategy analysis, for example marketing analysis using influencers. Specific research is expected to produce more in-depth results.

Analisis pemanfaatan shopee paylater sebagai alat pinjaman online di era pasca pandemic covid-19 Monabila Magelo; Tessalonika Sinaga; Erwin Permana
Jurnal Riset Pendidikan Ekonomi Vol. 8 No. 2 (2023): OKTOBER
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v8i2.8697

Rapid developments in the digital world have penetrated various sectors including the financial sector with the emergence of financial technology (fintech). Its development accelerated when the Covid-19 pandemic occurred, thus forming the habit of online transactions. The impact of shifting people's shopping habits from face-to-face to online is due to the many conveniences offered by online retailers. Even though the pandemic is now over, the habit of online shopping persists. Consumers are also increasingly spoiled by the various business models offered by business people. One of them is the later payment offered by Shopee with the Shopee Paylater brand. This study aims to analyze the use of shopee paylater as an online loan tool in the post-Covid-19 pandemic era. The research was conducted with a qualitative approach. The data was obtained through observing various shopping patterns using the shopee paylater. Then presented in a descriptive way. The results show that the general public uses the Shopee Paylater feature at Shopee so they can still shop online with a "pay later" system. This emerged as a form of online shopping habits that had been formed during the pandemic. There are many Paylater features in other applications, but Shopee Paylater makes this feature more effective and efficient in terms of the process of creating an account right up to its implementation. The existence of discounts, insurance, promo vouchers, cashback and installments makes Shopee Paylater an advantage that is of interest to consumers. This feature is also the most trusted feature because of the minimal errors that occur from Shopee itself. It has become the most used application by the public because of its many advantages and is the best online loan tool in the post-pandemic period.

Strategi pemasaran bisnis kuliner menggunakan influencer di media sosial instagram pasca pandemi Reziyana Hardini; Mentari Iffa Nurani; Faradita Larasayu; Erwin Permana
Jurnal Riset Pendidikan Ekonomi Vol. 8 No. 2 (2023): OKTOBER
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v8i2.8718

Competition in the culinary sector is increasingly rife, requiring business people to be able to always use marketing strategies that are relevant to the times. One marketing strategy that has become increasingly popular lately is using influencers. Through their influence on social media, influencers can endorse a product that is becoming increasingly popular. An influencer will usually endorse a variety of products. Therefore, research on influencers who endorse only one type of product has not been carried out much, in this case the Semarang lumpia product. This study aims to analyze marketing strategies for culinary businesses using influencers on post-pandemic Instagram social media. The study uses a descriptive qualitative approach. The research data were obtained through observation of influencer accounts that endorse Lumpia Semarang products. To support data analysis, various supporting sources were extracted, such as publications on various official and popular sites. The results of the study concluded that the marketing strategy carried out by one of the culinary business actors, namely lumpiasemarang.jkt, using influencers was very effective because it aroused and aroused consumer curiosity to try this culinary. The influencers used are included in the macro influencer category such as half of the fat which is an influencer with many followers who are already popular with many groups so that they are able to popularize Lumia Semarang cuisine among Indonesian people.

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