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Journal : International Journal of Economy, Education and Entrepreneurship (IJE3)

ANALYSIS OF MARKETING STRATEGIES IN SUSTAINING MSMEs BUSINESS IN THE MIDDLE OF THE COVID-19 PANDEMIC Siti Mariam; Retno Wulansari; Pramudi Harsono; Fatari Fatari
International Journal of Economy, Education and Entrepreneurship Vol. 2 No. 1 (2022): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v2i1.64

Abstract

This study aims to determine the marketing strategy in MSMEs, especially the applied marketing mix. This study uses a qualitative method: a case study that produces descriptive data described in words. The data source of this study used design sampling techniques and data collection techniques. The authors conducted personal interviews with the MSME Bhayangkara Florist during this study. It includes sales data for several years of return and concluded several discussions, including strategies, constraints, and solutions. The strategy used is the 4P mix (Product, Promotion, Price, and Place). The product strategy is in the form of a bouquet of masks innovation. The promotion strategy is in the form of price discounts. The price strategy is that every bouquet purchase gets a bonus mask. The place strategy is in the form of flexibility in product delivery to maintain and improve product quality. Even though there are financial and raw material constraints, they can still find solutions and alternatives, including managing finances and effectively using natural materials. Then, the MSME's answer in dealing with Covid-19 is to maintain cash flow, product innovation, optimize social media and optimize delivery services
THE CREATIVE ECONOMIC DEVELOPMENT IN IMPROVING THE INCOME OF WOOD ARTISTS Siti Mariam; Pramudi Harsono; Irwan Sukmawan; Tabroni Tabroni
International Journal of Economy, Education and Entrepreneurship Vol. 3 No. 1 (2023): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v3i1.142

Abstract

Creative economy development plays a role in a country's economy, especially in income generation, job creation, export revenue, technology, intellectual property, and other social roles. This study aims to find out how the role of the creative economy increases the income of wood artisans. This type of research is field research, while the nature of this research is descriptive and qualitative with data collection techniques using interviews and documentation. And all these data were analyzed by induction. The results obtained from this study are that the development of the creative economy carried out by wood artisans is to continue to improve innovations that consumers want so that other artisans do not abandon their products. Increased creativity and innovation by artisans increase the interests of consumers and affect the income received by artisans. The development of the role of the creative economy influences the increasing the business income of the wood artisans
THEORY PLANNED BEHAVIOR APPROACH ON PURCHASE INTENTION OF ENERGY-EFFICIENT HOME APPLIANCES, ECO-LITERACY AS MODERATOR Elistia Elistia; Fransiska Deodora; Siti Mariam
International Journal of Economy, Education and Entrepreneurship Vol. 3 No. 2 (2023): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v3i2.170

Abstract

The activities of human beings have had the effect of worsening the climate of the earth by depleting natural resources and polluting the air, water, and soil. Increasing household electrical appliance growth has increased energy consumption and exacerbated environmental pollution. The behavior of using environmentally friendly household electronic equipment products has become an exciting research topic because it has implications for awareness of the need to target environmentally friendly consumers in purchasing behavior. This study investigates the effect of perceived usefulness, attitude, subjective norms, and perceived behavior control on purchase intention and the moderating effect of eco-literacy concerning energy-saving equipment products. The research method is descriptive causality with a quantitative approach with sample respondents in Jakarta; data were processed and analyzed using Structural Equation Model. The findings of this study indicate that Subjective Norms and Perceived Behavior Control positively affect Purchase Intention. However, Attitude and Perceived Usefulness do not affect purchase intention. Moreover, Eco-literacy positively moderates Subjective Norms. The research contributes to measuring consumer behavior towards environmentally friendly and electronic energy-efficient home appliances so that they have sustainable implications for the environment. Because of this, one of the essential things businesses can do to maintain sustainable relationships, such as reducing their energy consumption and raising public awareness, is to increase their eco-literacy campaigns