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All Journal JAM : Jurnal Aplikasi Manajemen JPBM (Jurnal Pendidikan Bisnis dan Manajemen) DeReMa (Development Research of Management) Jurnal Manajemen MODUS-Jurnal Ekonomi dan Bisnis Jurnal Pariwisata JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) JURNAL EKOBIS DEWANTARA Business Management Journal Program Studi Manajemen Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Jurnal STEI Ekonomi Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Madaniya Management and Sustainable Development Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Abdimas Altruis: Jurnal Pengabdian Kepada Masyarakat Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Semanggi: Jurnal Pengabdian kepada Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Fransisca Desiana Pranatasari
Universitas Sanata Dharma
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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ENTREPRENEURIAL MARKETING DAN KINERJA ORGANISASI PADA UMKM DI TENGAH KETIDAKPASTIAN FAKTOR LINGKUNGAN Fransisca Desiana Pranatasari; Maria Angela Diva Vilaningrum Wadyatenti
Modus Vol. 34 No. 1 (2022): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v34i1.5175

Abstract

ABSTRACTMicro, small & medium enterprises (MSMEs) are the main actors that have become one of the pillars of the national economy in developing countries, especially Indonesia. The contribution of MSMEs to the national economy (GDP) is 61.1% and it is able to absorb productive workers in Indonesia. However, the Covid-19 pandemic has had a significant impact on MSME players, which resulted in a decline in Indonesia's GDP and indicated a global economic recession. In this uncertain condition, MSMEs are required to survive with all the resources that they have to maintain their performance and even expected to achieve growth. Entrepreneurial marketing (EM) is a right conceptual approach to implemented in MSMEs in order to maintain MSME performance in uncertain conditions, especially on external environmental factors. The concept of Entrepreneurial Marketing had replaced the traditional marketing concept which had been a business solution. This study provides a conceptual framework and analysis that discusses the role of entrepreneurial marketing that improves organizational performance in the middle of this uncertainty environmental factors in MSMEs from a literature review. Previous research has shown that entrepreneurial marketing has a positive impact on organizational performance in the middle of uncertain environment. Thus, it is hoped that the conceptual model of entrepreneurial marketing can improve the performance of SMEs in the middle of uncertain environment so as to achieve competitive advantage.Keywords:  entrepreneurial marketing (EM); organizational performance; uncertainty;    environmental factors; micro, small & medium enterprises (MSMEs)ABSTRAKUsaha mikro, kecil & menengah (UMKM) merupakan aktor utama yang menjadi salah satu tonggak perekonomian nasional di negara berkembang khususnya Indonesia. Kontribusi UMKM terhadap perekonomian nasional (PDB) sebesar 61,1% dan mampu menyerap tenaga kerja produktif di Indonesia. Namun, pandemi Covid-19 memberikan dampak yang signifikan bagi pelaku UMKM yang berdampak pada turunnya PDB Indonesia dan mengindikasikan adanya resesi perekonomian global. Dalam kondisi ketidakpastian ini, UMKM dituntut untuk mampu bertahan dengan segala sumber daya yang dimilikinya untuk mempertahankan kinerja mereka bahkan diharapkan mampu mencapai pertumbuhan. Entrepreneurial marketing (EM) merupakan pendekatan konsep yang sesuai untuk diimplementasikan pada UMKM dalam rangka mempertahankan kinerja UMKM dalam kondisi ketidakpastian terutama pada faktor lingkungan eksternal. Konsep entrepreneurial marketing telah meninggalkan konsep pemasaran tradisional yang selama ini menjadi solusi usaha. Penelitian ini memberikan kerangka konseptual dan analisis yang membahas bagaimana peran entrepreneurial marketing terhadap peningkatan kinerja organisasi di tengah ketidakpastian faktor lingkungan pada UMKM melalui literature review. Penelitian terdahulu menunjukkan entrepreneurial marketing mampu memberikan dampak positif pada kinerja organisasi di tengah ketidakpastian lingkungan. Diharapkan model konseptual entrepreneurial marketing pada UMKM dapat meningkatkan kinerja UMKM di tengah ketidakpastian lingkungan sehingga mencapai keunggulan kompetitif.Kata kunci:    entrepreneurial marketing (EM); kinerja organisasi; ketidakpastian; faktor lingkungan; usaha mikro, kecil & menengah (UMKM)
ANALISIS PENGARUH ENTREPRENEURIAL MOTIVATION TERHADAP KEPUTUSAN MENJADI SEORANG WIRAUSAHA Pranatasari, Fransisca Desiana
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 14 No 1 (2020): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : LP2M Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32812/jibeka.v14i1.138

Abstract

Sejak akhir tahun 2015, negara Indonesia telah menyatakan diri untuk aktif dalam era Masyarakat Ekonomi Asean (MEA). Keputusan ini memicu perubahan-perubahan yang ada dalam masyarakat kita. Namun, siapkah kita dengan perubahan tersebut? Dalam rangka peran aktif dalam MEA ini, Dinas Perindustrian dan Perdaganan mulai konsentrasi membangun bibit-bibit wirausaha-wirausaha yang aktif dalam perekonomian bangsa. Disperindag, instansi pendidikan, LSM, dan banyak instansi lainya fokus pada pemberian dukungan dalam bentuk pelatihan untuk membangun sikap entrepreneurial motivation menjadi wirausaha. Dalam penelitian kali ini peneliti ingin melihat apakah faktor penentu entrepreneurial motivation berpengaruh terhadap keputusan seseorang menjadi wirausaha? Tujuan penelitian ini adalah untuk pertimbangan instansi-instansi dalam proses pelatihan berikutnya untuk menumbuhkan semangat menjadi wirausaha. Penelitian ini menggunakan pendekatan kuantitatif dengan instrumen kuisioner dan metode regresi berganda sebagai alat analisisnya. Metode pengumpulan sampel dilakukan dengan metode purposive sampling kepada 50 CEO start up business. Hasil dari penelitian ini adalah faktor penentu entrepreneurial motivation berpengaruh terhadap keputusan seseorang menjadi wirausaha.
Adopsi pola sustainable consumption awareness sebagai realisasi ekologi integral bagi our common home dalam perbedaan perspektif antar generasi Pranatasari, Fransisca Desiana; Kristanto, Agustinus Tri; Wardhani, Aurelia Melinda Nisita; Kurniawati, Lucia; Adinata, Patrick Vivid
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.5, No.2 (2024): December 2024
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v5i2.1205

Abstract

Global warming issue, attracts collective attention because it is detrimental to human life in the future. This has a huge impact on future generations. Therefore, there is a need for public awareness of sustainable consumption patterns or responsible consumption. Adoption of sustainable products can have a positive impact on future generations in various aspects, especially in the scope of integral ecology, namely the earth as our common home. Decision-making regarding consumption patterns needs to be explored more deeply in relation to awareness of sustainable consumption between generations and needs to look at differences in perceptions between generations. The respondents used in this research were the baby boomer generation, X, Y, and Z. Quantitative research using the survey method was carried out by distributing questionnaires. The analysis technique was carried out using non-parametric statistical tests with Kruskal Wallis. The results of this research show that there are differences in the perception of sustainable consumption awareness in the baby boomer, X, Y, and Z generations.
Green Repurchase Intention of Wiguna Market Visitors: The Role of Green Perceived Value, Green Perceived Quality, Green Wom With Green Trust As Mediation Pranatasari, Fransisca Desiana; Diva VW, Maria Angela
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3797

Abstract

Now green marketing is one of the marketing strategies as a positive response to the situation of the earth and consumers who are starting to care about the environment. Green repurchase intention is one of the targets and objectives of green marketing. Increasing demand for environmentally friendly products is the focus of several researchers to contribute to providing the best marketing solutions for environmentally friendly products and the consumer segments that are their target markets. Pasar Wiguna is one of the communities in Yogyakarta that is committed to being a place for consumers to participate in protecting the earth from the aspect of sustainable product consumption, maintaining a supply chain that cares about the environment from the beginning to the end of the product. Therefore, research on green repurchase intention is very suitable for visitors to Pasar Wiguna. This study aims to analyze the role of green perceived value, green perceived quality, green WOM on green repurchase intention with green trust as a mediator. Data collection was carried out through a survey of buyers of environmentally friendly products or community visitors and/or visitors who had visited Pasar Wiguna Yogyakarta for the second time or more. The proposed hypothesis was completed with the PLS-SEM model through Smart-PLS1 software. The results are that Green Trust fully mediates the relationship between Green Perceived Value and Green Repurchase Intention; Green Trust fully mediates the relationship between Green Perceived Quality and Green Repurchase Intention; Green Trust does not mediate the relationship between Green WOM and Green Repurchase Intention.
Analysis of Green Brand Image on Green Brand Equity With Green Trust, Green Satisfaction, And Green Perceived Value As Mediation Vilaningrum Wadyatenti, M.A. Diva; Pranatasari, Fransisca Desiana
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3817

Abstract

People are starting to recognize that using green products daily is a crucial step in solving the global environmental crisis. The concept behind green marketing is to develop green brands and green products. This study investigates the influence of green brand image on green brand equity. In addition, it is also to examine the impact of green brand image on green brand equity mediated by green trust, green satisfaction, and green perceived value. It is a quantitative study. A self-administered survey was used to collect data. The sampling method uses non-probability sampling techniques. The sampling technique used is purposive sampling with 196 respondents. In this study, the Partial Least Square (PLS) data analysis technique was used. The outer model analysis was measured using validity tests, and the structural model is an analytical step to test a hypothesis. The results of this study show that Green Brand Image directly affects Green Brand Equity. Green Brand Image affects Green Brand Equity by partially mediating Green Trust, Green Satisfaction, and Green Perceived Value.
Perancangan dan Implementasi Urban Farming dalam Pengembangan Ekonomi Berkelanjutan: Strategi Pemasaran Produk Lokal Kampung Wisata Wadyatenti, Maria Angela Diva Vilaningrum; Listyarini, Ika Yuli; Pranatasari, Fransisca Desiana
Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Vol. 7 No. 1 (2025): Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/leecom.v7i1.5099

Abstract

Kampung Wisata Kali Gajah Wong merupakan objek wisata di Yogyakarta yang terletak di kawasan perkotaan dengan kepadatan penduduk yang tinggi. Kawasan tersebut memiliki beberapa lahan terlantar yang belum dimanfaatkan secara maksimal. Solusi terhadap permasalahan mitra berupa edukasi dan pendampingan dalam pemanfaatan lahan terlantar serta pemaksimalan lahan terbatas untuk urban farming. Hasil dari kegiatan ini dijadikan sebagai diversifikasi produk wisata edukasi yang siap dipasarkan dengan harga pokok produksi (HPP) yang sesuai dan kemasan yang menarik, sebagai bentuk pemasaran pariwisata berkelanjutan. Dampak dari kegiatan ini menunjukkan adanya peningkatan keterampilan mitra dalam mengimplementasikan urban farming. Kegiatan ini dilakukan dengan penyerahan alat lengkap untuk mendukung kegiatan tersebut.
GROWING ENTREPRENEURIAL BEHAVIOUR THROUGH INTENTION PHASE IN EDUCATIONAL ENVIRONMENT Pranatasari, Fransisca Desiana
Jurnal Aplikasi Manajemen Vol. 15 No. 4 (2017)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (81.759 KB) | DOI: 10.21776/ub.jam2017.015.04.03

Abstract

Entrepreneurship is one solution that encouraged the government to promote the nation's economy. The study says that at least 2% of entrepreneurs in a country are required to make the country progress. With the growing number of entrepreneurs, the number of jobs created will also increase, so that the community will grow independently in economic terms. The growth of entrepreneurial figures is done in various aspects; one of them is through education. This study aims to see how to grow entrepreneurial behavior through the phase of intention in the educational environment. This research uses a qualitative method with focus group discussion method, documentation, and observation. The result is a design on how to grow entrepreneurship behavior through the phase of intention in creating entrepreneurship in education.
Analisis Green Repurchase Intention Gen-Z Dalam Perspektif Gender Pranatasari, Fransisca Desiana; Wadyatenti, Maria Angela Diva Vilaningrum; Ismawati, Anastasia Filiana
Business Management Journal Vol 21, No 2 (2025): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v21i2.8734

Abstract

Eco-friendly products are a sustainable future solution. With the concept of green repurchase intention, consumers are involved in efforts to achieve SDG's. Green repurchase intention is part of the concept of sustainable consumption that is in line with the pillars of the Universal Apostolic Preferences (UAP). The big challenge is the awareness of environmentally friendly products which is minimal in number. Generation Z is believed to have the ability to support sustainable social movements because they tend to care more about sustainability and environmental issues. Generation Z is the right object because it has great potential to become agents of change individually and collectively in creating a better world. The purpose of the study was to analyze the influence of green perceived value and green WOM on green repurchase intention with green trust as a mediator. Furthermore, researchers also looked at differences in gender perspectives. The research method used instrument testing through validity and reliability tests, Measurement Models (Outer Models), Structural Models (Inner Models), and hypothesis testing. In the second stage, a difference test was carried out for gender perspectives using the independent t-test analysis technique. The results are expected to contribute to science related to the triggers of the process that lead to the intention to repurchase environmentally friendly products so that the future of the earth and its environment can be well maintained. The study obtained results on factors that influence green repurchase intention among Generation Z. Through a gender perspective difference test, the study also provides a contribution to the marketing field on green repurchase intention, especially related to consumption patterns and prioritized values.
GREEN REPURCHASE INTENTION: PERAN GREEN PERCEIVED RISK DAN GREEN PERCEIVED VALUE PADA KONSUMEN HIJAU Pranatasari, Fransisca Desiana
JURNAL EKOBIS DEWANTARA Vol 8 No 1 (2025): JURNAL EKOBIS DEWANTARA
Publisher : Program Studi Manajemen Fakultas Ekonomi UST

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/ed_en.v8i1.4365

Abstract

Perkembangan keberlanjutan lingkungan menjadi tantangan dan prioritas utama dunia dalam membangun segala sesuatunya. Hal ini lebih dikenal dengan istilah Sustainable Development Goals. Perilaku konsumen pun sudah mulai pelan-pelan beralih pada ketertarikan mereka akan produk produk yang peduli pada keberlanjutan lingkungan. Konsumen yang peduli lingkungan ini kemudian disebut dengan konsumen hijau. Makin bertambahnya konsumen hijau, maka pelaku UMKM di Indonesia sebaiknya juga perlu untuk mengarahkan produk dan usaha mereka berbasis triple bottom line. Salah satunya Pasar Wiguna, hadir sebagai wadah untuk memastikan UMKM yang termasuk dalam anggotanya adalah UMKM yang juga berperilaku hijau. Penelitian ini mendapatkan 130 responden konsumen hijau yang melakukan pembelian ulang pada Pasar Wiguna dengan memperhatikan aspek green perceived risk dan green perceived value. Metode penelitian secara kuantitatif dengan bantuan PLS sebagai alat bantu uji pengaruh. Hasilnya bahwa terdapat pengaruh green perceived risk dan green perceived value terhadap green repurchase intention. Oleh karena itu, pelaku usaha perlu tetap konsisten membangun usaha nya berbasis triple bottom line sehingga selasas dengan upaya menuju Sustainable Development Goals.
Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle, dan Sales Promotion Terhadap Impulse Buying pada E-Commerce Shopee Lestari, Sri Katrina Bangnga; Ernawati, Maria Theresia; Pranatasari, Fransisca Desiana
Business Management Journal Vol 19, No 2 (2023): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v19i2.4657

Abstract

This study aims to determine: 1) the simultaneous effect of hedonic shopping motivation, shopping lifestyle, and sales promotion on impulsive buying, 2) the partial effect of hedonic shopping motivation on impulsive buying, 3) the partial effect of shopping lifestyle on impulsive buying, 4) the partial effect of sales promotion on impulse buying. This research was conducted in February 2023. The population in this study were users of the Shopee application, especially the students of Sanata Dharma University. Respondents in this study were 100 students with a sampling technique of purposive. The data analysis technique used in this research is multiple linear regression analysis, using SPSS 29.0 for windows application. The results of this study indicate that: 1) hedonic shopping motivation, shopping lifestyle, and sales promotion simultaneously affect impulsive buying, 2) hedonic shopping motivation partially affects impulsive buying, 3 shopping lifestyle partially affects impulsive buying , 4 ) sales promotion partially has no effect on impulse buying
Co-Authors Adinata, Patrick Vivid Annabella Claudia Kurniadi Christian Herdinata Diva VW, Maria Angela Diva, Maria Angela Edwin Santoso Widjaja Elfrad Brian Gunawan Ernawati, Maria Theresia Felita Chandra Ismawati, Anastasia Filiana Ivan Jethro Januari Ayu Fridayani Karina Purnomo Kristanto, Agustinus Tri Kristia Kristia Kristia Kristia Kurniawati, Lucia Kusuma, Meidiahna Lestari, Sri Katrina Bangnga Maria Angela Diva Maria Angela Diva Maria Angela Diva Vilaningrum Wadyatenti Maria Sekar Ayu Maridjo, H. Hery Mita Mita Octaviani, Leonarda Sukacita Owen, Oliver Renaldy Tanjung Rina Astuti Purnamaningwulan Rubiyatno Rubiyatno Rubiyatno Stephanus Eri Kusuma Suwarna Putri, Patrisia Anggita Thomas Wahyu Prabowo Mukti Titus Odong Kusumajati Vilaningrum Wadyatenti, M.A. Diva Wadyatenti, Maria Angela Diva Vilaningrum Wadyatenti, Maria Angela Diva Vilaningrum Wardhani, Aurelia Melinda Nisita Wendra Hartono Wishnuwardhana R. Ismantara