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All Journal Jurnal Manajemen Pemasaran Journal of Entrepreneurship & Business
Freddy Mutiara
Universitas Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysis of Sustainability Business Media from Hyperlocal and Entrepreneurial Journalism Perspectives: a Case Study of DI's Way Daily Freddy Mutiara; Ambang Priyonggo
Journal of Entrepreneurship and Business Vol. 1 No. 2 (2020): Journal of Entrepreneurship and Business (September)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (581.929 KB) | DOI: 10.24123/jeb.v1i2.2967

Abstract

In general, it is concurred that the print media industry is an industry category that is currently sunset with its product life cycle is decreasing. Moreover, the Covid-19 pandemic condition since March 2020 in Indonesia has forced media businesses to suffer even more. However, on Saturday, July 4, 2020, Surabaya city has a new daily media published, namely “DI's Way Daily”. The figure behind it is Dahlan Iskan, a media figure known as the pioneer of Jawa Pos Daily. DI's Way brings several differentiating attributes to its product. With a simple case study method, this paper aims to examine the resilience of this daily from the perspective of hyperlocal content production strategy (hyperlocality) and entrepreneurial journalism. A local content strategy is insufficient to make the media business sustainable as it needs to be accompanied by entrepreneurial journalism.
ENTREPRENEURIAL MARKETING START-UP MEDIA SIBER LOKAL KEMPALAN.COM DI JAWA TIMUR: STRATEGI MENUJU SUSTAINABILITY? Freddy Mutiara
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.16-23

Abstract

Entrepreneurial marketing is marketing practices for small companies and start-ups that grow through entrepreneurial activities in the midst of limited company resources and the uncertainty of business environment. In research using qualitative research methods through descriptive case studies, it was found that entrepreneurial marketing plays an important role in the operational success of cyber media start-up company Kempalan.com. Intuitively, agilely, and innovatively according to the dynamics of business environment faced by cyber media Kempalan.com, entrepreneurial marketing plays a role in building the company's competitiveness in the industry. In addition to carrying out entrepreneurial marketing, Kempalan.com needs to scale-up and achieve business economies of scale for the company's sustainability in the future. Abstrak: Entrepreneurial marketing merupakan praktik pemasaran perusahaan kecil dan start-up yang bertumbuh melalui aktivitas kewirausahaan di tengah keterbatasan sumber daya perusahaan dan ketidakpastian lingkungan bisnis. Dalam penelitian menggunakan metode penelitian kualitatif melalui studi kasus deskriptif ditemukan bahwa entrepreneurial marketing berperan penting dalam keberhasilan operasional perusahaan start-up media siber Kempalan.com. Secara intuitif, agile, dan inovatif sesuai dinamika lingkungan bisnis yang dihadapi media siber Kempalan.com, entrepreneurial marketing berperan membangun daya saing perusahaan di dalam industri. Selain menjalankan entrepreneurial marketing, Kempalan.com perlu melakukan scale-up dan mencapai skala ekonomi bisnisnya untuk keberlanjutan perusahaan di masa depan.
Co-Authors Ambang Priyonggo