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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya Jurnal Manajemen Teori dan Terapan AJIE (Asian Journal of Innovation and Entrepreneurship) The Asian Journal of Technology Management (AJTM) Dinamisia: Jurnal Pengabdian Kepada Masyarakat International Journal of Community Service Learning Jurnal Entrepreneur dan Entrepreneurship International Journal of Communication and Society Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Journal of Community Service and Empowerment Journal of Applied Data Sciences
Esti Dwi Rinawiyanti
Industrial Engineering Department, University Of Surabaya Raya Kalirungkut, Surabaya 60293, Indonesia
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGEMBANGAN MEREK DAN PENGKAJIAN STRATEGI PEMASARAN DI DEPOT RASA SUKA KEDIRI Rini Raharjo; Rosita Meitha Surjani; Esti Dwi Rinawiyanti
CALYPTRA Vol. 2 No. 1 (2013): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

Depot Rasa Suka is a culinary business that provides a variety of Indonesian dishes. However people still do not know and yet loyal to Depot Rasa Suka due to the unavailability of parking space, quite a long serving time, hot room, less attractive promotion and room design. Therefore Depot Rasa Suka need to devise strategies to develop brands through brand equity analysis and improvement of brand elements as well as designing a marketing strategies. The goal of this research is to make Depot Rasa Suka has a strong brand image and could meet the desires of consumers based on consumer behavior to ensure that customers remain loyal and increase sales in Depot Rasa Suka. The research was conducted by distributing questionnaire to the group of respondents that consists of actual consumers and potential consumers. Based on the measurement of brand equity, brand equity scores for Depot Rasa Suka is 2 (medium). In order to enhance the brand equity it is necessary to develop brand elements such as brand names or logos, packaging, website, and marketing communications activities. Segmentation for Depot Rasa Suka is determined based on consumer behavior analysis including demographics (age, marital status, education level, occupation, and income) and psychographics (knowledge, attitude, uses, occasions, benefits sought, usage rate, and loyalty status). The target market is aged 20-30 years old, self-employed occupations, average earnings per month Rp 3,000,000.00 - 6,000,000.00 and spending per visit to the restaurant Rp 50,000.00 - 100,000.00. The positioning of Depot Rasa Suka is positioning according to quality and price. The differentiation of Depot Rasa Suka is product differentiation. Total cost in the proposed strategy is Rp 10,511,000.00.
PERBAIKAN STRATEGI PEMASARAN UNTUK MENINGKATKAN JUMLAH PELANGGAN SALON CARLA DI SURABAYA Jimmy Indra Gunawan; Rosita Meitha Surjani; Esti Dwi Rinawiyanti
CALYPTRA Vol. 2 No. 1 (2013): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

Tujuan yang ingin dicapai dalam penelitian ini adalah mengevaluasi perilaku konsumen salon Carla dan salon Fank agar dapat mempertahankan konsumen yang lama dan memperoleh konsumen baru dan merancang strategi pemasaran salon Carla berdasarkan kelebihan dan kelemahan yang ada. Penelitian ini diharapkan dapat bermanfaat untuk memberikan informasi bagi salon Carla untuk meningkatkan jumlah pelanggan melalui strategi pemasaran yang dirancang. Segmentasi yang dilakukan adalah berdasarkan demografi yaitu orang berusia 16 – 25 tahun (67%), pekerjaan pelajar/mahasiswa (57%), rata – rata pengeluaran per bulan antara satu juta – tiga juta (60%). Untuk target yang dituju adalah remaja dan orang dewasa berusia 16 – 25 tahun, rata – rata pengeluaran per bulan satu juta – tiga juta, pergi ke salon tiap satu bulan sekali, dan pengeluaran sekali ke salon sebesar Rp 50.000 – Rp 100.000. Positioning yang dapat dilakukan untuk membangun image salon Carla agar beda dari salon yang lain yaitu dengan membuat tagline “Make your shine & comfortable”. Diferensiasi yang dimiliki salon Carla adalah memberikan kualitas yang bagus dan hasil yang memuaskan selain itu juga menyediakan fasilitas – fasilitas lengkap yang tidak terdapat pada salon lainnya.
PERENCANAAN STRATEGI PEMASARAN USAHA BENGKEL BARU (STUDI KASUS DI INTI MOTOR PONOROGO) Stephanie Kusumo; Rosita Meitha Surjani; Esti Dwi Rinawiyanti
CALYPTRA Vol. 2 No. 1 (2013): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

The addition of the motorcycle population is increasing every year. The density of activity in the streets is demanding comfort, so the vehicle should be always in good condition. Therefore it’s required that the user do service for motorcycle routinely. INTI MOTOR was established by Mr David Hartanto on December 29, 2011 in Jl. K.H. Ahmad Dahlan No. 25 Ponorogo. INTI MOTOR is a business unit that sells a variety of motorcycle spare parts and variations, as well as serving motorcycle repair service, oil change, replace accu etc. The uniqueness of this workshop which distinguishes it from other workshop is a specialist cleaning services polished motorcycle. For this time being, INTI MOTOR is the first workshop in Ponorgo that provides cleaning polishing. However, this superiority couldn’t attack costumer. That’s why INTI MOTOR should take proper planning and marketing strategies in order to be more effectively introducing and stimulating consumer interest towards this superior service which still new in the town of Ponorogo. Currently as a new business workshop, this workshop’s sale has not still reached the BEP and difficult to gain a profit. So it’s necessary that INTI MOTOR has a marketing planning strategies in order to reach BEP quickly. The study was conducted by distributing questionnaire to the group of respondents actual consumers and potential consumers. The results of the questionnaire was used to plan marketing strategies including STPD: Segmentation based on demographic aspects, the Targetting is the INTI MOTOR’s consumers who have motorcycle, men between 16-35 years old, family status, the occupation is self-employed, with an average expenditure among <Rp 1,000,000 to Rp 1,999,999 per month, the Positioning is to build the image with the tagline that could represent INTI MOTOR “harga terjangkau service memuaskan". INTI MOTOR’s Differentiation is product differentiation which is a specialist cleaning polishing motorcycle. Proposed differentiation is programs and tools to perform injection engine service, tire opener, and motorcycle lifts. Other marketing strategies are 8P marketing mix which include Elements Product, Place and Time, Price and Other User Outlays, Promotion and Education, Process, Physical Environment / Evident, People, and Productivity and Quality, the total cost of application of the entire strategy is Rp 27.955.925.
STRATEGI PENGEMBANGAN PASAR KRUPUK UDANG UD. MATAHARI DI SURABAYA Prisca Kristiningrum; Rosita Meitha Surjani; Esti Dwi Rinawiyanti
CALYPTRA Vol. 2 No. 1 (2013): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

Persaingan industri krupuk udang semakin hari semakin ketat. Sidoarjo sebagai pusat industri krupuk udang memperlihatkan persaingan krupuk udang semakin menjamur,salah satunya dirasakan oleh produsen krupuk udang UD. Matahari. Pihak UD. Matahari saat ini memerlukan suatu pengembangan pasar untuk dapat meningkatkan volume penjualan dan memperlebar daerah distribusi khususnya di Jawa Timur. Manajemen juga merasa perlu untuk mengembangkan produk yang sebelumnya untuk business to business menjadi business to consumer. Oleh sebab itu strategi pengembangan pasar sangat diperlukan. Analisis untuk menjawab tujuan dari penelitian adalah analisis deskriptif, analisis blind test dan one-way MANOVA, analisis MANOVA, analisis kuadran, analisis pesaing, analisis perilaku konsumen, analisis SWOT, perancangan STPD, bauran pemasaran 4P. Dari hasil analisis blind test dan one-way MANOVA merek krupuk udang Komodo dibandingkan dua kompetitor Finna dan Teratai, unggul pada semua variabel,krupuk renyah unggul dengan mean 4.44, krupuk mengembang setelah digoreng dengan mean 4.44, rasa udang terasa pada krupuk unggul dengan mean 3.71, warna krupuk terang unggul dengan mean 3.93, rasa krupuk enak unggul dengan mean 3.93. Dari analisis kuadran terdapat empat kuadran yang mewakili penyebaran plot variabel pada matriks. Variabel dengan tingkat kepuasan rendah dan perlu dilakukan perbaikan kinerja adalah kerenyahan krupuk udang Teratai dan krupuk mengembang setelah digoreng. Variabel dengan tingkat kepuasan tinggi dan perlu mempertahankan kinerja adalah mengenai harga ditawarkan wajar, ketersediaan barang selama ini di pasaran, Isi yang dirasa sesuai dengan berat yang tertulis pada kemasan dan kemudahan pelanggan lama memperoleh produk. Segmentasi dari krupuk udang Teratai di pasar Surabaya berdasarkan aspek demografis yaitu ibu rumah tangga sebesar 49% dengan pengeluaran rata-rata per bulan Rp 1.000.000 – Rp 2.500.000 yaitu masyarakat ekonomi kelas menengah. Berikutnya dilakukan perancangan bauran pemasaran 4P dan perancangan kemasan krupuk udang Teratai 500 gr produk baru UD. Matahari untuk pengembangan pasar di Surabaya.
STUDI KELAYAKAN PENDIRIAN USAHA PEMBUATAN MINYAK KELAPA MURNI (VCO) DI LUWUK, SULAWESI TENGAH Sylvia Oktaviany; Benny Lianto; Esti Dwi Rinawiyanti
CALYPTRA Vol. 4 No. 2 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

Berawal dari pengamatan penurunan produktivitas perkebunan kelapa di Luwuk,Sulawesi Tengah sehingga harga jual buah kelapa anjlok dalam beberapa tahunterakhir ini membuat ide untuk menaikkan nilai jual kelapa. Buah kelapa dapatdiolah menjadi berbagai macam produk salah satunya adalah minyak kelapamurni (VCO). Sehingga, dibuatlah studi kelayakan pendirian usaha pembuatanminyak kelapa murni (VCO) di Luwuk, Sulawesi Tengah berdasarkan aspekpasar, aspek, teknis, aspek manajemen, aspek keuangan, dan aspek sosial budayaserta lingkungan. Pengumpulan data didapatkan dari data primer sepertimelakukan wawancara dengan petani kelapa dan calon pembeli, serta datasekunder seperti dari data Badan Pusat Statistik (BPS), buku, dan jurnal.Pengolahan data dan analisis hasil dilakukan berdasarkan aspek pasar dilakukanproyeksi permintaan per tahun yang setiap tahunnya terdapat kenaikanpermintaan, aspek teknis dilakukan perencanaan produksi dan perancanganlayout, aspek manajemen dilakukan penghitungan kebutuhan tenaga kerja danpenggajian, aspek keuangan, didapatkan bahwa usaha ini membutuhkan modalsebesar Rp 2,564,312,903, dengan nilai NPV sebesar Rp 14,719,243,689, nilaiMARR sebesar 14,8%, dan nilai IRR sebesar 119%, aspek sosial budaya danlingkungan, dilakukan analisis manfaat sosial, budaya kerja dan transaksi bisnispetani kelapa lokal, serta analisis limbah dan polusi dari proses produksi VCO.Berdasarkan hasil dari seluruh aspek, dapat disimpulkan bahwa pengembanganusaha ini layak untuk diterapkan.
Analisis positioning dengan Multi Dimensional Scalling (MDS) dan Analisis Faktor untuk Pemetaan City Car di Makassar Esti Dwi Rinawiyanti; Arbi Hadiyat; Hardi Yanto
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management Vol. 11 No. 1 (2018)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (839.926 KB) | DOI: 10.20473/jmtt.v11i1.7645

Abstract

City car mempunyai permintaan pasar yang cukup tinggi di Makassar. Studi ini dilakukan untuk melakukan pemetaan city car di Makassar dengan menggunakan Multidimensional Scalling (MDS) dan analisis factor karena masih sedikit studi mengenai positioning city car di Makassar. Penelitian ini menggunakan data sekunder dan data primer. Data sekunder diperoleh melalui institusi terkait dan melalui internet, sedangkan data primer dikumpulkan melalui wawancara dengan  pemilik dealer mobil di Makassar dan pembagian kuisioner kepada 100 responden konsumen pengguna city car di Makassar. Berdasarkan analisa tingkat kepentingan didapatkan tiga variabel yang memperoleh nilai rata-rata tertinggi untuk konsumen penggunacity car. Variabel tersebut yaitu keamanan berkendara, kenyamanan berkendara, dan garansi. Dari analisa faktor diperoleh nama-nama untuk dimensi yang digunakan pada MDS, yaitu dimensi 1=performa perusahaan pemegang merek, dimensi 2=performa mobil yang ditawarkan, dan dimensi 3= penawaran promosi.
PENGUKURAN KEPUASAN MAHASISWA PADA PEMBELAJARAN KEWIRAUSAHAAN Esti Dwi Rinawiyanti; Linda Herawati Gunawan
Asian Journal of Innovation and Entrepreneurship Vol 4 No 2 (2015): May 2015
Publisher : UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/ajie.vol4.iss2.art5

Abstract

To prepare  students to be an entrepreneur, Entrepreneurship courses should be given in the  college that equip them with hard skills and soft skills of entrepreneurship. In practice, the learning of Entrepreneurship needs to be evaluated, in order to identify what is important in Entrepreneurship courses and also to measure students satisfaction with the learning so far. This study was conducted to assess the evaluation of learning of Entrepreneurship courses in a higher education, especially at the University of Surabaya by measuring the satisfaction level of students on this course. Evaluation was conducted through survey by distributing questionnaires to a number of active students who have taken the course of Entrepreneurship and Innovation (KWI) in Semester 2013/2014 at several faculties. The analysis of the level of interest could identify five important variables on that course, i.e. the practical activities need to be done to give students experience in the business, a guest lecture tells the success story to be entrepreneurs, KWI inspires many ideas for opening a new business , KWI arouse interest in entrepreneurship, as well as the courses provides an opportunity for 'learning by doing'. Through the satisfaction analysis can be listed five variables with the highest satisfaction, such as covering practical activities need to be done to give students experience in the business a guest lecture tells success story be entrepreneurs, KWI materials include hard skills and soft skills as an entrepreneur, the lecturer understand the material presented , and lecturer can motivate students to be an entrepreneur. Then from the comparison of the level of importance and level of satisfaction will be known the strenghts that should be maintained and also the weaknesses that need to be improved. The results of this study can provide an input and as a basis to increase the quality of Entrepreneurship and Innovation course further. Keywords : learning evaluation, importance level, satisfaction level, entrepreneurship
Studi Keterkaitan Kapabilitas Inovasi dan Kinerja Inovasi UKM Alas Kaki di Mojokerto Benny Lianto; Esti Dwi Rinawiyanti; Fendy Soeharsono
Asian Journal of Innovation and Entrepreneurship Vol 4 No 01 (2015): January 2015
Publisher : UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/ajie.vol4.iss1.art2

Abstract

This paper presents the results of a study on the relationship of innovation capabilities and performance of SMEs related to innovation activity (innovation performance) by taking into account the characteristics of the company in footwear Small and Medium Enterprises (SMEs) in Mojokerto. Innovation capabilities of SMEs was measured using the concept of Technological Innovation Capabiliities (TIC) with 7 (seven) dimensions of capability, ie learning capability, R&D capability, manufacturing capability, marketing capability, resources allocatioin capability, organizational capability, and strategic planning capabilities; while the innovation performance of SMEs related activity was measured using the concept of Technological innovation performnace (TIP) with 4 (four) dimensions of performance, namely sales performance, innovation performance, product performance, and sales growth performance. Characteristics of SMEs were described through 4 main variables, namely the scale of the business, the company age, the type of product, and the location of the business location.This study was conducted on 82 Footwear SMEs in Mojokerto, which is in Sooko (village of Wringin Rejo, Japan, Karang Kedawang, Jampirogo and Sambiroto), Trowulan District (Pakis village), Pungging District (Tunggal Pager village) and Puri District. The process of data collection was done by interviews and questionnaires to the owners and managers of SMEs. The sampling method used was non-probability purposive sampling and the population used was footwear SMEs in Mojokerto. The data analysis technique used was structural equation modeling (SEM) based on the Component or Variance - PLS program operated through SmartPLS version 2.0.The results of study showed that, manufacturing capability was predicted to affect product performance and organizational capability was estimated to give an impact on the innovation capability, sales growth and sales performance. Some dimensions of innovation capabilities that have absolutely no influence on the performance of SMEs were learning capability, R&D capability, resources allocation capability, marketing capability, and strategic capability. Results of Manova analysis stated that the characteristics of SMEs (the location of SMEs) gave effect to both the innovation capabilities and the innovation performance of SMEs. Keywords: kapabilitas inovasi, kinerja inovasi, UKM alas kaki, Mojokerto
Investigasi Kapabilitas Inovasi Teknologi pada Industri Alas Kaki di Jawa Timur Esti Dwi Rinawiyanti; Benny Lianto
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 2 No. 4 (2019): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia - Edisi September 2019
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (835.223 KB) | DOI: 10.31842/jurnal-inobis.v2i4.115

Abstract

Sebagai salah satu sektor manufaktur yang diprioritaskan untuk dikembangkan, industri alas kaki perlu meningkatkan keunggulan kompetitifnya dengan melakukan kapabilitas inovasi teknologi. Studi ini bertujuan untuk menilai kapabilitas inovasi teknologi industri alas kaki menengah dan besar di Jawa Timur. Survei dengan kuesioner dilakukan pada anggota Asosiasi Persepatuan Indonesia Jawa Timur. Data yang dikumpulkan dari 30 responden menggambarkan bahwa empat dimensi kapabilitas inovasi teknologi mendapatkan nilai rata-rata di kategori tinggi, yaitu manufacturing capability, organization capability, strategic planning capability dan R & D capability. Beberapa perbaikan disarankan untuk tiga dimensi dengan nilai rata-rata di kategori sedang, meliputi learning capability, marketing capability dan resource allocation capability. Hasil uji MANOVA menunjukkan bahwa usia perusahaan mempengaruhi kapabilitas inovasi teknologi. Hasil uji crosstab menyatakan bahwa perusahaan yang telah lama beroperasi mempunyai kapabilitas inovasi teknologi yang lebih baik di beberapa variabel dibandingkan dengan perusahaan yang belum lama beroperasi. Hasil temuan dari studi ini diharapkan dapat memotivasi industri alas kaki untuk memperbaiki kapabilitas inovasi teknologi mereka supaya keunggulan kompetitif mereka meningkat dan mampu bersaing di pasar domestik maupun global.
Playground Facilities, Augmented Reality and K3L Training, As well as Making a Video Profile as an Effort to Develop the Potential of Educational Tourism in Kesiman Village Rizky Eriandani; Esti Dwi Rinawiyanti; Fidelis Arastyo Andono; Argo Hadi Kusumo
Dinamisia : Jurnal Pengabdian Kepada Masyarakat Vol. 7 No. 3 (2023): Dinamisia: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Lancang Kuning

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31849/dinamisia.v7i3.12670

Abstract

Kesiman Village is located in the Trawas District of the Mojokerto Regency in East Java. Kesiman Village possesses unrealized natural potential and is currently attempting to become a tourist village. Therefore, the Community Empowerment Program Team at the University of Surabaya (Ubaya) facilitated the idea. The service team provided Kesiman Village with children's play facilities, including a playground with quite comprehensive play equipment, including swings, suspension bridges, slurutans, and mini wall climbing. In addition, as a safety measure, the Ubaya Team provided supporting equipment such as information boards (posters) with Augmented Reality for playing equipment and medical equipment (P3K). The abstract contains. The Ubaya Team held Occupational Safety, Health, and Environment (K3L) training for staff and villagers in order to support the provision of safe and comfortable educational tours. The Ubaya Team provided separate bins for organic and non-organic waste as well as plastic bottles in addition to playground equipment. With the conclusion of this program, Kesiman Village is expanding and advancing, thereby increasing the villagers' standard of living.
Co-Authors . Gunawan . Karolina Arbi Hadiyat Argo Hadi Kusumo Argo Hadi Kusumo Benny Lianto Benny Lianto Benny Lianto Chrisma, Angela Carla Viana Dianne Frisko Koan Fendy Soeharsono Fidelis Arastyo Andono Fidelis Arastyo Andono Girindratama, Muhammad Wisnu Gunawan Gunawan Hardi Yanto Herninda, Aziera Jimmy Indra Gunawan Jimmy Indra Gunawan Karolina Karolina Lianto, Benny Linda Herawati Gunawan Linda Herawati Gunawan, Linda Herawati Markus Hartono Permatasari, Eunike Putri Prisca Kristiningrum Prisca Kristiningrum Rini Raharjo Rini Raharjo Rizky Eriandani Rosita Meitha Surjani Rosita Meitha Surjani Stephanie Kusumo Stephanie Kusumo Sylvia Oktaviany Sylvia Oktaviany, Sylvia Victor Agil Victor Agil Lukito Wahyudi, Rahman Dwi