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Mashadi Mashadi
Institut Bisnis dan Informatika Kesatuan
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Bauran Pemasaran Dalam Pembentukan Keunggulan Bersaing Pada Usaha Mikro Kuliner Khairul Zaman; Mashadi Mashadi; Gen Gen Gendalasari
Jurnal Aplikasi Bisnis Kesatuan Vol 3 No 1 (2023): JABKES Edisi April 2023
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v3i1.1722

Abstract

The study aims to determine how the application of the Marketing Mix on Pecel Lele Konco Dewe forms its Competitive Advantages. This study was made to determine and analyze what marketing strategy is suitable for Pecel Lele Konco Dewe. The research method used in the form of SWOT analysis and descriptive analysis method using qualitative approach. Desciptive analysis is an analysis that is not in the form of numbers, but in the form of a series of information obtained and then dug deeper than the research result obtained. Therefore, as a writer, i must know the cirumstances, situations, and conditions that exist in Pecel Lele Konco Dewe and what internal and external factors affect the marketing strategy of Pecel Lele Konco Dewe. The data collection technique carried out by the author is to conduct interviews and direct observations on the owner of Pecel Lele Konco Dewe. In addition, to support the validity of this research, additional supporting data from reference books and the other sources related to this research are needed. The data obtained from the result of data collection and observation are then analyzed using SWOT analysis to find out what indicators are the strengths, weaknesses, opportunities, and threats of the marketing strategy carried out by Pecel Lele Konco Dewe. Through the result of the analysis shown by the Cartesian diagram, Pecel Lele Konco Dewe’s positions is in quadrant I, which is to support an aggressive strategy with the implementation of a growth oriented strategy. The position in this quadrant is a very profitable position of Pecel Lele Konco Dewe where Pecel Lele Konco Dewe has the strength so that it can take advantage of the opportunies that exist as well possible. Keyword: Marketing Mix, Competitive Advantages, and SWOT Analysis
Analisis Pengaruh Kesadaran Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Gawai Di Bogor Reynaldi Rivanus Satyamulya; Mashadi Mashadi
Jurnal Informatika Kesatuan Vol 2 No 2 (2022): JIKES Edisi Agustus 2022
Publisher : LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jikes.v2i2.1453

Abstract

Ditengah pandemi covid19 kebutuhan akan gawai adalah hal yang sangat penting bagi setiap lapisan masyarakat. Dibidang telekomunikasi hal ini merupakan peluang bisnis, karena kebutuhan akan berbagai jenis gawai atau alat telekomunikaasi menyebabkan meningkatnya permintaan. Hal ini memicu persaingan dalam dunia bisnis dibidang telekomunikasi Saat ini ada banyak sekali merek smartphone yang dapat kita jumpai di pasaran. Dari yang mereknya terkenal sampai yang mungkin baru pertama kali di jumpai. Tetapi saat ini sebuah merek merupakan hal yang penting bagi konsumen. Konsumen akan menjadikan merek sebagai pertimbangan untuk memebeli smartphone Tujuan penelitian ini untuk menganalisis Analisis Pengaruh Kesadaran Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Studi Pada Pengguna Smartphone Samsung di Bogor. Jumlah responden adalah 130 responden yang diambil yang menggunakan Samsung. Diolah dengan SPSS versi 25, hasil penelitian adalah (1) Kesadaran Merek memiliki pengaruh yang positif signifikan secara parsial sebesar 3,785 terhadap keputusan pembelian. (2) Persepsi Kualitas memiliki pengaruh yang positif dan signifikan secara partial sebesar 8,850. terhadap keputusan pembelian (3) Pengaruh Kesadaran Merek dan Persepsi Kualitas secara bersama-sama memiliki pengaruh yang positif dan signifikan secara simultan sebesar 110,041 Terhadap Keputusan Untuk pembelian. Hasil Koefisien determinasi menunjukan besarnya Pengaruh Kesadaran Merek Dan Persepsi Kualitas berperan atau berkontribusi pada Keputusan Pembelian dengan nilai R-Square sebesar 63% sedangkan sisanya dijelaskan oleh variabel lain. Kata kunci : Kesadaran Merek, Persepsi Kualitas, Keputusan Pembelian
PENDAMPINGAN PELATIHAN DASAR- DASAR LAPORAN KEUANGAN BISNIS BAGI UMKM BINAAN KAMPUS IBI KESATUAN BOGOR Rizal Riyadi; Aang Munawar; Mashadi Mashadi; Bintang Sahala Marpaung; Mey Risca
Community : Jurnal Pengabdian Pada Masyarakat Vol 3 No 2 (2023): Juli : Jurnal Pengabdian Pada Masyarakat
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/community.v3i2.358

Abstract

Laporan Keuangan merupakan proses sistematis untuk menghasilkan informasi keuangan yang dapat digunakan untuk pengambilan keputusan bagi penggunanya. Karena dari laporan keuangan dapat diketahui apakah perusahaan dalam kondisi sehat atau merugi. Kegiatan pengabdian kepada masyarakat (PKM) ini bertujuan untuk meningkatan Pengetahuan Bagi UMKM Binaan Kampus IBI Kesatuan Bogor tentang Dasar- dasar Laporan Keuangan Bisnis. Metode atau cara yang digunakan dalam melakukan kegiatan pengabdian pada masyarakat ini adalah dengan menggunakan metode 1) Ceramah, 2) Diskusi atau Tanya Jawab dan 3) Simulasi. Masalah yang sering ditemukan pada UMKM Binaan Kampus IBI Kesatuan Bogor pada umumnya adalah masalah keuangan. Hal ini disebabkan oleh kurangnya kemampuan para pelaku UMKM dalam mengelola dan membukukan keuangan usaha, sehingga pemasukan dan pengeluaran keuangan tidak tercatat dengan jelas dan rapi. Pencatatan sederhana sangat berpengaruh terhadap perkembangan bisnis. Melalui pembukuan, pemilik UMKM dapat melihat kondisi dan perkembangan bisnis, termasuk keuntungan dan kerugian perusahaan. Dengan ini, pembukuan dapat dijadikan patokan dalam merancang strategi bisnis kedepannya. Hasil penelitian ini sangat berguna untuk menilai kinerja usaha dan dapat membantu dalam menghadapi permasalahan dalam menjalankan usaha khususnya Usaha Kecil Menengah.
Analysis Of The Influence Of Brand Equity Dimensions On Consumer Buying Interest In Fashion Products In Bogor City: Case Study Of Consumers Erigo Mumuh Mulyana; Brillian Jodi Firmansyah; Febry Lodwyk Rihe Riwoe; Mashadi Mashadi
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 6 (2024): JIMKES Edisi November 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i6.3073

Abstract

This study aims to determine how the influence of brand equity dimensions on consumer purchasing interest in Erigo products in Bogor City. The brand equity dimensions consist of brand awareness, perceived quality, brand association, and brand loyalty. This study uses a descriptive quantitative approach with a data collection method in the form of a questionnaire to 196 respondents. The sampling technique in this study was carried out using a non-probability technique in the form of purposive sampling. This technique is carried out by determining the sample criteria in the form of Erigo consumers in Bogor City. The data analysis technique in this study uses SEM (Structural Equation Modeling) analysis. This study found that the dimensions of equity, brand awareness and brand association do not have a significant effect on consumer purchasing interest in Erigo products in Bogor City. The dimensions of perceived quality and brand loyalty have a significant effect on consumer purchasing interest in Erigo products in Bogor City. Keywords : Brand Equity, Buying Interest, Erigo , Influence
Legal Issues in Entrepreneurship: Between Regulation, Innovation, And Business Sustainability Ade Yusdira; Mumuh Mulyana; Mashadi Mashadi; Narrong Hassanee; Sulistiono Sulistiono
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.2122

Abstract

Entrepreneurship plays a pivotal role in fostering economic growth, job creation, and social innovation. However, its development remains inseparable from complex legal challenges. Regulations often serve an ambivalent role: they provide legitimacy and protection, yet at the same time may hinder entrepreneurship through excessive bureaucracy and high compliance costs. This article seeks to examine the key legal issues in entrepreneurship, explore the nexus between regulation, innovation, and sustainability, and propose conceptual recommendations for developing an adaptive and inclusive entrepreneurial ecosystem. Employing a normative–conceptual approach, the study draws upon secondary sources including national regulations, recent international scholarly publications, and institutional reports from the OECD, UNCTAD, and the World Bank. Comparative and thematic analyses were undertaken to map legal issues, assess their implications for innovation, and evaluate their impact on business sustainability. The findings highlight six major legal domains: licensing and bureaucracy, intellectual property rights, business contracts, taxation, labor regulations, and digital and e-commerce law. Regulations are shown to act dually as both enablers and barriers to entrepreneurial innovation. Cross-country evidence further illustrates that developed economies tend to design more adaptive legal frameworks, while developing countries continue to face significant regulatory implementation challenges. In Indonesia, reforms such as the Online Single Submission system, the Omnibus Law on Job Creation, and the Personal Data Protection Law represent important steps forward, yet remain in a transitional stage. The article contributes theoretically by integrating Institutional Theory, Innovation Theory, and the Triple Bottom Line, and provides practical recommendations emphasizing regulatory simplification, stronger intellectual property protection, adaptive digital and green regulations, and greater international policy harmonization   Keywords: Entrepreneurship; Legal Framework; Innovation; Sustainability; Regulatory Reform.
A Triple Helix Synergy Model for Strengthening Entrepreneurial Ecosystems in Developing Economies Danti Astrini; Mashadi Mashadi; Mumuh Mulyana
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 3 (2025): JIMKES Edisi Mei 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i3.2933

Abstract

Entrepreneurship plays a pivotal role in Indonesia’s economic transformation, yet the national entrepreneurial ecosystem remains constrained by fragmented policies, weak university–industry linkages, and limited cross-sector collaboration. Despite the rapid growth of MSMEs, expanding digitalization, and increasing government attention to innovation, these opportunities often fail to translate into a coherent and sustainable ecosystem. This study develops the Triple Helix Synergy Model, an integrative conceptual framework that realigns the roles of government, academia, and industry through structured collaborative mechanisms reinforced by digital transformation. Using a conceptual qualitative approach supported by a thematic synthesis of 70 peer-reviewed articles (2010–2024) and major policy documents (OECD, World Bank, UNDP), the study identifies four core components shaping ecosystem performance: Inputs, Collaborative Mechanisms, Outputs, and Outcomes. Findings reveal persistent regulatory misalignment, limited applied research and commercialization pathways, weak industry absorptive capacity—particularly among MSMEs—and the absence of integrated digital collaboration platforms. The proposed model embeds regulatory alignment, innovation co-creation, resource sharing, and digital governance as essential mechanisms for strengthening ecosystem connectivity. Theoretically, this study advances Triple Helix scholarship by contextualizing it for developing economies and positioning digital transformation as a central driver of innovation governance. Practically, the model offers actionable guidance for policymakers, universities, and industry actors to enhance research commercialization, support MSME upgrading, and foster a more resilient and innovation-driven economy.   Keywords: Triple Helix, entrepreneurial ecosystem, co-creation, digital platforms, MSMEs, innovation governance, government–academia–industry collaboration, developing economies.
Adoption Of Green Marketing Driven By Sustainable Environmental Initiatives In The Food And Beverage Sector Ratih Puspitasari; Retno Martanti Endah Lestari; Mumuh Mulyana; Mashadi Mashadi
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3128

Abstract

This study explores the adoption of green marketing strategies in the food and beverage industry within Bogor City, Indonesia. Employing a descriptive qualitative method, data were collected through questionnaires distributed to 146 industry managers across six sub-districts. The study evaluates the implementation of the green marketing mix—green product, green price, green place, and green promotion—using a holistic multiple case study design. Findings reveal a strong commitment to environmental sustainability, demonstrated by the use of eco-friendly raw materials, recyclable packaging, and environmentally focused promotional strategies. This research contributes to the existing literature by focusing on a specific industrial sector in a developing country context. It also emphasizes the growing role of consumer awareness in driving sustainable business practices. Keywords: Green Marketing, Sustainable Environmental Efforts, Environmental Impact, food and beverage industry
A Sectoral Development Model for MSMEs: Strategies for Sustainable Regional Empowerment Pinto Jaya; Mashadi Mashadi; Sandy Wibisono
Jurnal Aplikasi Bisnis Kesatuan Vol. 5 No. 2 (2025): JABKES Edisi Agustus 2025
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v5i2.4099

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a central role in sustaining regional and local economies, yet they face persistent challenges such as limited access to finance, inadequate human capital, weak digital adoption, and fragmented market networks. These problems are particularly acute at the micro-regional scale, where infrastructure and institutional capacity are constrained. This study proposes a sectoral development model of MSMEs at regional and micro-regional levels as a strategy for sustainable economic empowerment. The model integrates four key elements: identification of local sectoral potentials, clustering of MSMEs based on sectoral strengths, integration of digital and green innovations, and multi-stakeholder collaboration. Data were drawn from literature review, secondary data, and a limited survey of 30 MSMEs in Java and Eastern Indonesia, complemented by a case study of the Jepara furniture cluster. Findings indicate that sectoral clustering enhances productivity, competitiveness, and resilience, while digital adoption and green practices contribute to long-term sustainability. The model has implications for policy design, financing schemes, and regional economic planning, and highlights the roles of government, academia, financial institutions, private actors, and communities. This research contributes a novel framework that bridges theory and practice, offering actionable insights for strengthening MSME resilience and aligning local economic development with the Sustainable Development Goals. Keywords: MSMEs, sectoral development, regional economy, micro-regional clusters, sustainable empowerment, digital transformation, green innovation
Digital Marketing Capability and SME Marketing Performance: A Structural Equation Modeling Approach in Emerging Markets Pinto Jaya; Mashadi Mashadi; Adil Fadillah; Ade Yusdira
Jurnal Aplikasi Bisnis Kesatuan Vol. 5 No. 3 (2025): JABKES Edisi Desember 2025
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v5i3.5184

Abstract

The rapid digitalization of business activities has fundamentally transformed marketing practices among Small and Medium Enterprises (SMEs). While many SMEs have adopted digital platforms, inconsistent performance outcomes suggest that technology adoption alone is insufficient to ensure competitiveness. This study aims to examine the structural relationships among Digital Marketing Capability, Market Orientation, Customer Engagement, and Marketing Performance within SMEs. Drawing upon the Resource Based View and Dynamic Capability Theory, this research proposes that strategic capabilities influence marketing outcomes both directly and indirectly through relational mechanisms. A quantitative cross-sectional survey was conducted involving 250 SME owners and managers in the culinary and fashion sectors in East Java, Indonesia. Data were analyzed using covariance-based Structural Equation Modeling. The findings reveal that Digital Marketing Capability and Market Orientation significantly influence Customer Engagement and Marketing Performance. Furthermore, Customer Engagement partially mediates the relationship between strategic capabilities and performance outcomes. The results highlight that sustainable SME marketing performance depends not merely on digital adoption, but on the development of structured digital competencies and customer-oriented culture. This study contributes to marketing literature by integrating capability, engagement, and performance constructs within a unified SEM framework in an emerging market context. Practically, the findings provide guidance for SME managers and policymakers in designing capability-based digital development strategies.
Pendampingan Pembuatan Foto Produk Dan Katalog Digital Bagi UMKM Sentra Kuliner Ranggagading Sebagai Strategi Promosi Berkelanjutan Mashadi Mashadi; Donny Hendry Fahsani; Neni Nurisnaini; Ade Mulyana; Sinta Listari
Jurnal Abdimas Dedikasi Kesatuan Vol. 7 No. 2 (2026): JADKES Edisi Juli 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jadkes.v7i2.5350

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam perekonomian masyarakat, terutama dalam penyerapan tenaga kerja, peningkatan pendapatan, dan penguatan ekonomi lokal. Namun demikian, dalam perkembangannya banyak UMKM masih menghadapi berbagai kendala dalam promosi dan pemasaran produk. Salah satu hambatan utama adalah belum optimalnya kemampuan pelaku UMKM dalam menampilkan produk secara menarik dan profesional melalui media digital. Keterbatasan dalam pembuatan foto produk serta belum tersedianya katalog digital yang baik menyebabkan promosi usaha belum berjalan maksimal. Oleh sebab itu, kegiatan pendampingan pembuatan foto produk dan katalog digital menjadi penting sebagai salah satu strategi promosi berkelanjutan bagi UMKM Sentra Kuliner Ranggagading. Tujuan kegiatan pengabdian ini adalah untuk meningkatkan pengetahuan dan keterampilan pelaku UMKM dalam membuat foto produk yang menarik serta menyusun katalog digital sebagai media promosi. Metode yang digunakan adalah pelatihan, penyuluhan, diskusi, tanya jawab, praktik mandiri, dan pendampingan. Keberhasilan kegiatan diukur dengan membandingkan kondisi sebelum dan sesudah pendampingan, terutama dalam aspek pemahaman promosi visual, kemampuan pengambilan foto produk, dan kemampuan menyusun katalog digital. Hasil kegiatan menunjukkan bahwa pendampingan memberikan pengaruh nyata terhadap peningkatan kemampuan pelaku UMKM dalam menampilkan produknya secara lebih menarik dan komunikatif. Hal ini ditandai dengan meningkatnya pemahaman peserta mengenai teknik foto produk, penataan visual, penyusunan katalog, dan kepercayaan diri dalam mempromosikan produk melalui media digital. Jika kemampuan promosi visual dan katalog digital semakin baik, maka strategi promosi berkelanjutan UMKM juga akan semakin kuat di masa mendatang
Co-Authors Aang Munawar Ade Mulyana Ade Yusdira Adil Fadillah Angga Sulistiono Arde Lindung Pambudi Bintang Sahala Marpaung Brillian Jodi Firmansyah Danti Astrini Donny Hendry Fahsani Edi Nurachmad Efendi, Rahayu Febry Lodwyk Rihe Riwoe Feoline Berliana Gen Gen Gendalasari Khairul Zaman Mey Risca Mumuh Mulyana Narrong Hassanee Neni Nurisnaini Pinto Jaya Rahayu Efendi Ratih Puspitasari Retno Martanti Endah Lestari Reynaldi Rivanus Satyamulya Rini Syarif Rizal Riyadi Sandy Wibisono Selvia Naca Rusliana Sinta Listari Sugi Andrian Sukmana Weman Suardy Zul Azhar