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All Journal Kinerja Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora JURNAL ILMIAH MANAJEMEN & BISNIS Gadjah Mada International Journal of Business JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Teori dan Terapan Jurnal Ecopsy International Research Journal of Business Studies (E-Journal) MABIS: Manajemen dan Bisnis International Journal of Business Economics (IJBE) Brilliance: Research of Artificial Intelligence Jurnal Abdi Masyarakat Multidisiplin ASEAN Marketing Journal Jurnal Manajemen dan Bisnis Madani International Journal of Entrepreneurship and Sustainability Studies Jurnal Pengabdian Kepada Masyarakat El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam International Research Journal of Business Studies Jurnal Kawistara Journal of Ekonomics, Finance, and Management Studies
Iin Mayasari
Universitas Paramadina
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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The study of customer engagement of local sustainable fashion brands on Instagram content Mayasari, Iin; Haryanto, Handrix Chris
Manajemen dan Bisnis Vol 23, No 1 (2024): March 2024
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v23i1.766

Abstract

The local enterprise aims to ensure long-term business continuity while enhancing brand awareness of regional businesses. Businesses use social media to boost customer engagement and local enterprise items that are ecologically friendly. This study intends to examine how local businesses' Instagram accounts for Local Sustainable Fashion Brands (LSFB) are used by their customers. This qualitative study examines brand engagement tactics used by LSFB and Instagram posts made by its followers. Content analysis is used in the analytical approach. In this study, the LFSB setting demonstrates how small business operators in the fashion industry have grown their enterprises. Social media usage to foster customer involvement is examined because it may assess the target market's brand recognition among a deluge of imported goods or worldwide brands.
Entrepreneurial Marketing for Small and Medium Enterprises (SMEs) Business: An Exploratory Study on Entrepreneurial Performance Mayasari, Iin; Wiadi, Iyus; Maharani, Anita
International Research Journal of Business Studies Vol. 2 No. 1 (2009): April-July 2009
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/

Abstract

This study is an exploratory study that aims at applying entrepreneurial marketing concepts to identify and understand abilities of small and medium scale businesses to gain performance. Entrepreneurial marketing includes activities to develop and exploit social capital. Entrepreneur performance can be measured by both objective and subjective perspective. Objective perspective is measured using quantitative measurement while subjective perspective is measured by the entrepreneur’s perception on his/her ability to manage the business. Qualitative methodology used in this research was done by interviewing small and medium scale business entrepreneurs. 
The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers Mayasari, Iin; Haryanto, Handrix C
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents through semi-structured depth interviewing. Research Findings: The critical finding provides the context of Asian consumers related to local brands. Emerging local brands can grow if the organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism associated with the domain of consumer-brand relationships among Asian consumers. Practitioner/Policy Implication: The local brands should be perceived that all brands are not similar in the same category. Research limitation/Implications: The elements of brand anthropomorphism can create brand personality. Keywords: Brand anthropomorphism, brand congruity, brand personality.
Indonesian MSMES Resilience During Covid-19 Pandemics Prima Naomi; Christharyanto, Handrix; Mayasari, Iin; Risza, Handi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 7 (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.v6i7.7782

Abstract

Throughout the crisis in 1997-1998 and 2008-2009, the role of the MSME sector was to safeguard the national economy from turmoil, but this was not the case with the COVID-19 pandemic crisis. MSMEs have become a sector that has been heavily impacted. Therefore, the discussion on the resilience of MSMEs during disruption is important to bring valuable lessons and recommendations for the stakeholders to help MSMEs revert from the recession. This study aims to document studies that have been carried out by academics and the media on MSMEs resilience during pandemic. Some studies highlight its characteristics, others highlight the developmental perspective. Some research focuses on workers and their lead and on business processes and models. Some researchers aim at how MSMEs anticipate, foresee, and respond to disruption; while others pinpoint the intervention to increase MSMEs resilience. At the end, theoretical framework related to MSMEs resilience is drawn to conclude the findings. The resilience does not merely come from the individual and organization level. Supportive ecosystem is imperative to preserve the resilience.
Co-Authors Adrian A. Wijanarko Adrian A. Wijanarko Adrian Azhar Wijanarko Adrian Azhar Wijanarko Ahmad Azmy Anita Maharani Aris Subagjo Christharyanto, Handrix Dewi Kurniaty Diki Gita Purnama, Diki Gita Fadillah, Fadillah Wahyu Saputri Fatchiah E. Kertamuda Gilang Cempaka Handi Risza Handrix Chris Haryanto Handrix Chris Haryanto, Handrix Chris Haryanto, Handrix C Hendrowati, Retno Iyus Wiadi Iyus Wiadi Iyus Wiadi Iyus Wiadi Iyus Wiadi Janni Beatrix Mandowally Janni Beatrix Mandowally Kariathi, Ni Nyoman Trida Lingga Yuliana Maemar Chadavid Syamtar Mochammad Rivee Arham Mundzir, Ahmad Muthia Pramesti Muthia Pramesti, Muthia Niken Iwani Surya Putri Niken Iwani Surya Putri, Niken Iwani Surya Nurliya Apriyana Prima Naomi Rini S. Pramono Ritzka Yauma Putri Driarkoro Rizka Driarkoro Rofikoh Rokhim Siti Adelia Quraniah Sofia, Asriana Issa Tia Rahmania Willy Abdillah