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All Journal UNEJ e-Proceeding Jurnal Manajemen dan Kewirausahaan (JMDK) Ekonomi Bisnis JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Dinasti International Journal of Management Science Jurnal Karinov JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Asia International Journal Of Science, Technology & Management (IJSTM) Jurnal Abdi Masyarakat Indonesia Parta: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Jurnal Pengabdian Masyarakat Sains dan Teknologi Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Adpebi Science Series Journal of Social Work and Science Education International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research Asian Journal of Management, Entrepreneurship and Social Science Pelayanan Unggulan: Jurnal Pengabdian Masyarakat Terapan Journal of Ekonomics, Finance, and Management Studies
Handri Dian Wahyudi
Universitas Negeri Malang
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Pengaruh Karakter Entrepreneur, Literasi Digital, dan Lingkungan Sosial terhadap Minat Berwirausaha Siswa Kelas XI SMK Pawyatan Daha 1 Kediri Ningsih, Rahayu Setya; Wahyudi, Handri Dian
JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan Vol. 8 No. 1 (2024)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jpeka.v8n1.p69-84

Abstract

The problem currently being faced is that in 2022, Vocational High Schools will only succeed in reaching 10.38% in facing the development of the business world. This shows that human resources currently need to focus more on the orientation of producing quality workers, and this needs to be balanced with efforts to create quality entrepreneurs. This study aims to determine the effect of entrepreneurial character, digital literacy and social environment on the interest in entrepreneurship in class XI students of SMK Pawyatan Daha 1 Kediri. This research uses quantitative research with descriptive type. The research population was used by class XI students of Pawyatan Daha 1 Vocational School, Kediri with a sample calculation using the slovin formula to get 176 students. Proportional random sampling was used during the sampling process. The analysis technique used is multiple linear regression analysis. The results of the study show that the entrepreneurial character, digital literacy and environmental variables have a positive and significant effect on the interest in entrepreneurship. With a total effect of adjusted r square of 0.529%. This problem is influenced by how well students understand the knowledge and application of entrepreneurship that has been covered in creative products and entrepreneurship subjects.
Beyond the Basics: E-Marketing and Rebranding Strategies for MSME Advancement Lia, Della Ayu Zonna; Siswanto, Ely; Wahyudi, Handri Dian
Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v5i2.2324

Abstract

Purpose: MSMEs often struggle to establish a strong brand identity due to inconsistent product naming within their offerings. This lack of brand cohesion can hinder customer recognition and engagement. Consequently, consumers may have difficulty associating various products with a single manufacturer. To address this challenge, e-marketing and rebranding strategies can be implemented to create a unified and memorable brand image. By effectively employing these tactics, MSMEs can enhance brand awareness and foster customer loyalty, ultimately expanding their market reach and driving business success. Method: This article examines the branding challenges faced by MSMEs and introduces e-marketing and rebranding as effective solutions. It analyzes common obstacles, explains the strategies, and highlights their benefits for MSME success. Practical Applications: 1) Improved brand awareness, 2) Increased brand engagement; 3) Building a strong brand identity: 4) Increase customer loyalty; 5) Diversify sales. Conclusion: This article emphasizes the significance of branding for MSMEs and proposes e-marketing and rebranding as effective strategies to address common challenges. By adopting these approaches, MSMEs can enhance brand awareness, foster customer engagement, and cultivate loyalty, ultimately solidifying their market presence.
Online Marketing Effects: Social Media Engagement in Promoting Batik among MSMEs Prihatining Wilujeng, Ita; Fitri, Raisa; Dian Wahyudi, Handri; Ratna Sungkar, Alifia; Lestari Wahyuningtyas, Dea
Dinasti International Journal of Management Science Vol. 5 No. 4 (2024): Dinasti International Journal of Management Science (March-April 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v5i4.2100

Abstract

The batik industry, which MSMEs dominate, is one of Indonesia's strengths of cultural heritage and economic growth. The development of technology and information has changed business processes, one of which is the marketing process to become completely digital. Selling via social media has opened up opportunities for some MSMEs in the batik industry, a potential industry in Indonesia, to market their products by targeting consumers of various ages and social statuses. This research aims to understand the effectiveness of social media marketing and consumer engagement with sellers through social media marketing. This research will provide insight for MSMEs in the batik industry to optimize their marketing strategies through social media engagement. This research uses a triangulation method by combining the results of interviews with batik entrepreneurs, consumers of batik products, and theory. Analysis of interview results reveals that young consumers feel that selling batik via social media is very effective and is their primary choice. Batik entrepreneurs in Banyuwangi feel that promotions through online social media and offline promotions through physical stores, festivals, and exhibitions are equally important promotional media for attracting customers from various groups. The current analysis highlights excellent and effective social media promotion strategies for batik entrepreneurs in Banyuwangi to increase consumer engagement and desire to buy products.
The Effect of Mobile Advertising on Purchase Intention through Advertising Value and Flow Experience on Smartphone Users Ita Prihatining Wilujeng; Handri Dian Wahyudi; Raisa Fitri; Alifia Ratna Sungkar
Dinasti International Journal of Management Science Vol. 5 No. 3 (2024): Dinasti International Journal of Management Science (January-February 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v5i3.2319

Abstract

Current technological developments are in line with the development of increasingly sophisticated mobile phone technology and have an influence on people's lifestyles. The sophistication of smartphones is also accompanied by the high number of smartphone users in Indonesia, which has resulted in several brands dominating the Indonesian market until 2021. As smartphone sophistication continues to develop, customers who watch an advertisement will find the value of the advertisement and feel it when the message of the advertisement matches the customer's needs. Advertising value can be the main predictor in the context of smartphone mobile advertising. Apart from advertising value, it can also be influenced by Flow experience. Flow experience or flow experience is a positive emotion that individuals feel when carrying out activities with full involvement. This research will present the results of the quantitative analysis regarding the impact of mobile advertising on purchase intentions mediated by advertising value and flow experience. Data analysis in this study used 350 respondents by using PLS SEM analysis tools. The research results show that there is a positive and significant influence from the five hypotheses, including the influence of mobile advertising on purchase intention through advertising value and flow experience on smartphone users.
Pengelolaan Desa Wisata Dengan Konsep Green Economy Dalam Upaya Peningkatan Pendapatan Masyarakat Desa Jatisari Wiraguna, Rayie Tariaranie; Siswanto, Ely; Wahyudi, Handri Dian; Lia, Della Ayu Zonna
Parta: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 1 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/parta.v5i1.5454

Abstract

Tujuan dilakukan kegiatan pengabdian ini adalah untuk memberikan edukasi kepada masyarakat khususnya Desa Jatisari untuk mengelola lingkungan melalui penerapan konsep green economy. Dalam kegiatan pengabdian yang dilakukan, tim pelaksana fokus pada edukasi mengolah limbah plastik agar dapat mengurangi timbunan sampah plastik dan dapat menjadi salah satu sumber [endapatan baru bagi masyarakat Desa Jatisari. Pengabdian ini menggunakan metode Model Participatory Rural Appraisal (PRA), Model Participatory Technology Development, Model Community Development dan Edukatif. Dengan kegiatan pengabdian ini, masyarakat mendapatkan insight baru untuk mendapatkan sumber pendapatan baru. Olahan kreasi limbah plastik dapat diperjualbelikan secara umum khususnya dapat dijual ke beberapa Rumah Bank Sampah yang ada di Kota Malang.
Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude pada Produk Make Over Cosmetics Damayanti, Dea; Wahyudi, Handri Dian
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 7 No 2 (2022): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v7i2.17710

Abstract

This study aims to test whether the effectiveness of celebrity endorsers, brand credibility, brand attitude is a factor in purchase intention, brand credibility is a mediation for brand attitude and brand credibility and brand attitude is a mediation. A total of 314 who knew Make Over Cosmetics and celebrity endorser Tasya Farasya were sampled to be tested by distributing online questionnaires with hypothesis testing using WarpPLS. The result, celebrity endorser has a significant impact on purchase intention, celebrity endorser has a significant impact on brand credibility, brand credibility has a significant impact on brand attitude, brand credibility has a significant impact on purchase intention, brand attitude has a significant impact on purchase intention and brand credibility and brand attitude have succeeded in becoming mediating variable.
Pengembangan Model Pembelajaran Sosial Emosional Berbasis LMS untuk Penguatan Karakter dan Kecakapan Intrapersonal Mahasiswa PPG dalam Konteks Pendidikan Bisnis Rachmad Hidayat; Handri Dian Wahyudi; Mohammad Hari
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9383

Abstract

Strengthening character and intrapersonal skills is a key element in the formation of professional educators, especially in the context of the Teacher Professional Education Program (PPG) in the field of business education. This research aims to develop a social-emotional learning model based on the Learning Management System (LMS) designed to improve self-awareness, emotional management, and personal responsibility of PPG students. The research uses a Research and Development approach with the ADDIE (Analysis, Design, Development, Implementation, Evaluation) development model, but is limited to the initial Implementation stage. The analysis stage was carried out through a literature study and field needs on the importance of social-emotional learning in the PPG curriculum. The design stage involves the preparation of a model structure that includes material elements, reflective activities, and experiential assessments. The development phase resulted in a prototype LMS containing interactive modules, reflection journals, learning videos, and formative quizzes. The initial implementation stage was carried out in small groups to measure initial response, media availability, and substance validation. The results show that this model can facilitate intrapersonal learning in a more independent, flexible, and contextual manner. This model is considered potential as an alternative to strengthening character in teacher professional education in the business sector.
From Green Marketing to Enhance Green Purchase Intention: The Act of Green Advertisement, Green Brand Loyalty, and Green Brand Innovativeness Della Ayu Zonna Lia; Ely Siswanto; Rayie Tariaranie Wiraguna; Handri Dian Wahyudi
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.13922

Abstract

The present study aims to investigate the effects of Green Marketing (GM) strategies, such as Green Advertisement (GA), Green Brand Loyalty (GBL), and Green Brand Innovativeness (GBI), on consumer purchase intention. Additionally, it investigates the moderating effects of these strategies on these relationships and looks at how GM and Green Purchase Intention (GPI) are related. These findings build on previous research on the relationship between GM and GPI. The unresearched combined effects of GM on customer purchase intentions as well as the moderating functions of GA, GBL, and GBI in these connections are among the research gaps. The current study examines the relationship between GM antecedents and GPI using a cross-sectional approach and a quantitative research methodology. Quantitative research methods are useful when analyzing relationships between variables and extending findings across populations is the goal. Based on prior research on GM and behavior, the study's research methodology used a survey questionnaire. Google Forms will be used to distribute an online survey to Indonesian consumers of green products, which served as the data collection tool for this study.
TOE Framework and Social Media Adoption: Effects on Indonesian SME’s Digital Performance Della Ayu Zonna Lia; Raisa Fitri; Rayie Tariaranie Wiraguna; Handri Dian Wahyudi
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16331

Abstract

This study looks into how social media adoption is impacted by organizational, technological, and environmental (TOE) factors and how that affects the performance of small and medium-sized businesses (SMEs) in Indonesia. As pivotal elements of the national economy, constituting over 60% of GDP and 97% of employment, SMEs are under increasing pressure to adopt digital transformation. Nonetheless, their utilization of social media is often restricted by inadequate technological capabilities, organizational preparedness, and external environmental obstacles. In order to investigate how these factors affect the integration of social media into corporate operations and ascertain whether such adoption improves firm performance, this study makes use of the TOE framework. A quantitative methodology is utilized, with data gathered via online surveys distributed to SME proprietors throughout Indonesia. Findings show technological readiness boosts social media adoption (SMA), but the technological factor (TF) negatively impacts SME performance (SMEP), suggesting complex tech creates 'technostress.' The organizational factor (OF) doesn't affect SMA, but positively impacts performance via teamwork and communication (supporting RBV). The environmental factor (EF) strongly and positively influences both SMA and SMEP, reflecting high market competition. Crucially, SMA does not mediate the TOE-performance link, as SMEs use it reactively, without a strategy. In summary, while technology and environment drive adoption, sustainable performance hinges on organizational capability and an integrated digital strategy. This study's results provide useful information for policymakers, practitioners, and technology providers to promote inclusive digital growth and make the economy more resilient.
The Influence of Product Quality, Packaging, and Brand Image on Purchase Decisions: The Mediating Role of Perceived Value in MSME Bakery Context Wijaya, Ababil Karhoma; Wahyudi, Handri Dian; Siswanto, Ely; Munir, Misbahul; Yusof, Murni Binti
Journal of Social Work and Science Education Vol. 7 No. 1 (2026): Journal of Social Work and Science Education
Publisher : Yayasan Sembilan Pemuda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52690/jswse.v7i1.1357

Abstract

Micro-small-medium enterprises (MSMEs) in the food sector often struggle to compete with established brands. This study examines how product quality, brand image, and packaging influence purchase decisions, with perceived value as a mediator, in the context of MSME bakery in Indonesia. Data from 100 consumers were analyzed using PLS-SEM in quantitative method. The results indicate that product quality, product packaging, and perceived value significantly and positively affect purchase decisions. Product quality and product packaging also exert significant effects on perceived value, whereas brand image does not. Mediation analysis reveals that perceived value mediates the relationship between product quality and purchase decision, as well as between product packaging and purchase decision, but not between brand image and purchase decision. These findings indicate that consumers prioritize tangible cues, such as product quality and packaging design over symbolic brand associations when evaluating bread MSME products. The study concludes that improving product quality and packaging is crucial for enhancing perceived value and driving purchasing behavior, while brand development remains a long-term strategic goal. Future research should involve multiple MSMEs and additional constructs such as customer satisfaction, brand trust, and price fairness to expand generalizability within Indonesia’s food industry context.
Co-Authors Adela Shabrina Prameka Adelia Kusuma Wardani Afwan Hariri Agus Hermawan Alifia Ratna Sungkar Arief Noviarakhman Zagladi Cesya Rizkika Parahiyanti Damayanti, Dea Darma, Nabila Rafifah Della Ayu Zonna Lia Djoko Dwi Kusumajanto Ely Siswanto Etta Mamang Sangadji Eva Cahyani Agustin Fitriana Fitriana Hibban , Ihfanny Achmad Imam Mukhlis Indraka Maulana Ita Prihatining Wilujeng Lestari Wahyuningtyas, Dea M.Aby Yazid Al-Bustomi Misbahul Munir Mohammad Hari Mohammad Hari Naswan Suharsono Ningsih, Rahayu Setya Prihatining Wilujeng, Ita Putri, Farhani Shauma Wiyana Rachmad Hidayat Rachmad Hidayat Rahayu, Arti Putri Septi Raisa Fitri Ratna Maulida Rachmawati Ratna Sungkar, Alifia Rayie Tariaranie Wiraguna Rochim, Nazulah Mufarichah Siti Chotimah Sopiah Sopiah Sudarmiatin Sungkar, Alifia Ratna Wahyuningtyas, Dea Lestari Wijaya, Ababil Karhoma Wiraguna, Rayie Tariaranie Yusof, Murni Binti Zutiasari, Ika