Garuda - Garba Rujukan Digital

Pengembangan Bisnis UMKM Produk Khas Desa Wangunsari Inayati Nasrudin; Novi Mardiana; Nurwathi; Azwar, Ade Geovania; Ahmad Munandar; Djoko Pitoyo; Nurbani, Sofiani Nalwin; Dyah Kusumastuti
JURNAL PENGABDIAN KEPADA MASYARAKAT Vol 14 No 1 (2024): Juli 2024
Publisher : LPPM UNINUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30999/jpkm.v14i1.3015

MSMEs are one of the business sectors in Indonesia that are able to survive amidst the pandemic and weakening global economic conditions. One of these MSME groups is the Kecimpring MSMEs in Wangunsari Village, Sindangkerta District, West Bandung Regency. Wangunsari Village is located in a very strategic area as it is an alternative route for tourists to and from Lembang. Apart from this, the quality and variety of Kecimpring products, a typical Sundanese food, is an added value to the development potential of this business. See this valuable potential, it is necessary to make sustainable development efforts such as supporting the production process, optimising inventory, improving packaging and digital marketing. Sangga Buana University's Industrial Engineering study programme, which has resources in product development, production management and digital marketing, is trying to play an active role in the evolving MSMEs in Wangunsari village. This active role is excecuted under the umbrella of Community Service (PKM) activities initiated by a team from the Faculty of Engineering, Sangga Buana University, in collaboration with the Wangunsari Village Government. The coaching activities will take the form of conducting focus group discussions on the importance of digital marketing for MSME stakeholders. It is imminent that the understanding gained by the MSME players about digital marketing can encourage the MSME players to start moving towards the use of digital media in the marketing of their products to a far-reaching area. Keyword : MSMEs, Business Development, Digital Marketing, AIDA Method, Focus Group Discussion

Online Purchase Intention Development Model For Indonesian Millennial Generation Nasrudin, Inayati; Limakrisna , Nandan; Bahtiar, Usman
International Journal of Applied Management and Business Vol. 3 No. 1 (2025)
Publisher : ADPEBI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijamb.v3i1.1284

This research aims to identify factors influencing online purchase intention for Indonesian Millennial generation. The methodology used in this research is based on data collection using a questionnaire distributed through Googleform and consisting of 397 respondents. Data processing and analysis have been conducted using Smart PLS. Research resulted: All of the variables Perceived Usefulness, Perceived Self-Efficiency and Overreaction have positive influence on Online Purchase Intention. This research showed that Indonesian millennial generation had emotional rather than rational planning in online purchases. They prefer shopping online rather than offline because they used to proficient to adopt technology as long as technology is easy to use and useful. Based on research results, it is proven that variable overreaction is applied in the stock market for purchasing shares by investors but it is also proven in the consumption market. Indonesian Millennial generation tends to have overreaction on online purchase intention because of big sale, visual appeal, private collection. There are some managerial implications for e-commerce business players, especially to have a strategy to create applications with a more attractive application appearance, offer various promotions, and providing buyer review features. This research has contributed to developing a Technology Acceptance Model with the addition of Perceived Usefulness, Perceived Self-Efficacy and Overreaction variables in online Purchase Intention

Pengembangan Bisnis UMKM Produk Khas Desa Wangunsari Inayati Nasrudin; Novi Mardiana; Nurwathi; Azwar, Ade Geovania; Ahmad Munandar; Djoko Pitoyo; Nurbani, Sofiani Nalwin; Dyah Kusumastuti
JURNAL PENGABDIAN KEPADA MASYARAKAT Vol 14 No 1 (2024): Juli 2024
Publisher : LPPM UNINUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30999/jpkm.v14i1.3015

MSMEs are one of the business sectors in Indonesia that are able to survive amidst the pandemic and weakening global economic conditions. One of these MSME groups is the Kecimpring MSMEs in Wangunsari Village, Sindangkerta District, West Bandung Regency. Wangunsari Village is located in a very strategic area as it is an alternative route for tourists to and from Lembang. Apart from this, the quality and variety of Kecimpring products, a typical Sundanese food, is an added value to the development potential of this business. See this valuable potential, it is necessary to make sustainable development efforts such as supporting the production process, optimising inventory, improving packaging and digital marketing. Sangga Buana University's Industrial Engineering study programme, which has resources in product development, production management and digital marketing, is trying to play an active role in the evolving MSMEs in Wangunsari village. This active role is excecuted under the umbrella of Community Service (PKM) activities initiated by a team from the Faculty of Engineering, Sangga Buana University, in collaboration with the Wangunsari Village Government. The coaching activities will take the form of conducting focus group discussions on the importance of digital marketing for MSME stakeholders. It is imminent that the understanding gained by the MSME players about digital marketing can encourage the MSME players to start moving towards the use of digital media in the marketing of their products to a far-reaching area. Keyword : MSMEs, Business Development, Digital Marketing, AIDA Method, Focus Group Discussion

EMPOWERING MSMEs: ENHANCING CAPABILITIES WITH MANAGERIAL SKILLS, STRATEGIC ALLIANCES, AND DIGITAL MARKETING TRAINING Pitoyo, Djoko; Nasrudin, Inayati; Nurwathi, Nurwathi
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 14, No 2 (2025): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v14i2.86422

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia portray a crucial role in the economy but face challenges in maximizing their capabilities due to limited resources and strategic alliances. This study aims to explore how managerial skills can capture strategic alliance opportunities to increase MSMEs' capabilities, moderated by digital marketing training. Employing a quantitative approach using an explanatory survey design, the population consists of 5,760 MSMEs, and data was collected from 360 MSMEs, using proportional random sampling, in Greater Bandung across four sectors: culinary, fashion, handicraft, and beauty & health. Data analysis was conducted by Partial Least Square (PLS) to examine the relationships between variables. Results indicate that managerial skills significantly influence both strategic alliances and MSME capabilities, and that digital marketing training further enhances these capabilities. However, digital marketing training does not moderate the relationship of strategic alliance and MSME capabilities. The study’s implications highlight the importance of investing in managerial skills development and digital marketing training to foster strategic alliances and enhance MSME capabilities. JEL: L26, M31, M53.

Internal and external factors on stock returns: evidence from the Indonesia Stock Exchange Tahmat, Tahmat; Melindyana, Imelda; Lilyana, Fitria; Pitara, Suharjanta Wisnu; Nasrudin, Inayati
International Journal of Indonesian Business Review Vol. 5 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibr.v5i1.919

Stock return is a consideration for investors when making investment decisions. Investors can observe the level of stock return through internal and external factors of the company in order to maximize profits. This study aims to determine the macroeconomic effect as measured by inflation, interest rates, world oil, exchange rate, and company financial performance as measured by the debt-to-equity ratio, debt-to-asset ratio, return on equity, and earnings per share on return in the LQ45 stock group on the Indonesia Stock Exchange for the period 2011–2022. The population in this study was 45; based on the purposive sampling technique, we obtained a sample of 15 companies. This type of research is quantitative with secondary data; the method used is panel data regression analysis using the Common Effect Model approach. The results of the F test found that inflation, interest rates, world oil, exchange rate, debt-to-equity ratio, debt-to-asset ratio, return on equity, and earnings per share simultaneously have a significant effect on stock returns. Based on the t test, it was found in the study that inflation has a negative and significant effect on stock returns, the exchange rate has a negative and significant effect on stock returns, the debt-to ratio has a positive and significant effect on stock returns, and interest rates, such as world oil, debt-to-asset ratio, return on equity, and earnings per share, have no effect on stock returns.

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