Articles
<![CDATA[Increasing Brand Awareness through Event Marketing on Social Entrepreneurship ]]>
<![CDATA[Ayundha Evanthi]]>;
<![CDATA[Ratih Mukti Azhar]]>
<![CDATA[ Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2024.4135
<![CDATA[Due to its potential to lessen social problems and enhance people's wellbeing, social entrepreneurship is a developing phenomena that is currently gaining a lot of public attention. Social entrepreneurship events may offer venues crucial opportunities to improve the event's purpose and experiences. (1) Examine event management and social entrepreneurship, paying particular attention to the connections, dimensions, and context-specific roles that each play. (2) Establish the relationship between social entrepreneurship and event management so that it can be incorporated into a later theory. This study uses VOSviewer to map how event management may be applied in social entrepreneurship from a number of prior articles using bibliometric analysis.]]>
<![CDATA[Creative Economy-Based Cultural Tourism Through Sustainable Tourism in Kampung Batik Okra Surabaya ]]>
<![CDATA[Ratih Mukti Azhar]]>;
<![CDATA[Daisy Marthina Rosyanti]]>;
<![CDATA[Ayundha Evanthi]]>;
<![CDATA[Ilham Hardi]]>;
<![CDATA[Shabrina Aulia A.]]>
<![CDATA[ Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2024.4141
<![CDATA[The emerging tourist spot of Kampung Batik Okra Surabaya requires assistance for its development. Specifically, the community seeks support in enhancing the village's image as a tourist destination and leveraging social media for promotional purposes. Our team aims to facilitate this development by providing expertise on e-branding strategies to bolster the village's presence and appeal to a broader tourist audience. Additionally, we aim to enhance their social media proficiency and create product catalogs to better understand production capabilities and market demands. Through these efforts, aim to establish Kampung Batik Okra as a compelling tourist destination, emphasizing its uniqueness, beauty, authenticity, and sustainability. Our objectives include improving the village's branding through catalog and pamphlet creation, thus increasing its visibility and attractiveness to visitors. The objectives of this initiative are as follows: (1) Enhancing the visibility of Batik Okra Surabaya village through the creation of catalogs and pamphlets, as well as providing training in photography and videography for promotional purposes. Additionally, strengthening the village's presence through e-branding strategies utilizing social media platforms. (2) Facilitating knowledge transfer regarding the effective use of social media for promoting tourism in Kampung Batik Okra Surabaya. The anticipated outputs of these efforts include: (1) Improved branding through an e-branding approach capable of reaching a wider audience of tourists. (2) Enhanced proficiency in utilizing social media platforms for tourism promotion.]]>
<![CDATA[Business Model Inovation of Batik Kembang Turi Sidoarjo: A Lesson from the Pandemics ]]>
<![CDATA[Ratih Mukti Azhar]]>;
<![CDATA[Ayundha Evanthi]]>;
<![CDATA[Adinda Rahmawati Syarifudin]]>;
<![CDATA[Lintang Mutiara Ratri]]>
<![CDATA[ Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2024.4149
<![CDATA[The recovery of the national economy after the COVID-19 pandemic is inseparable from the important role of MSMEs as a pillar of economic support. Its existence contributes to the gross domestic product by 61.97%. This phenomenon significantly affects the MSME business and triggers each business actor in this field to continue to develop their business, including Batik Kembang Turi Sidoarjo, which is one of the business actors that raises the potential of Batik as one of the local wisdom in Sidoarjo. This study was conducted to determine the description of business model innovation in Batik Kembang Turi Sidoarjo in facing the pandemic crisis. This research uses a qualitative approach to analyze information and obtain factual findings to understand these conditions through information on Business Model Innovation in MSMEs. The results show that BMI changes in Batik Kembang Turi Sidoarjo which refer to the Concept of BMI Conceptual Model Magnitude are in Quadrant Type 4 where high novelty and high complexity of changes in the elements of the business model. Changes in services where Batik Kembang Turi began to change their services to the tourism sector arose due to changes in consumer segments and value propositions radically changing the infrastructure system due to the extreme impact of the pandemic on their business and environment.]]>
<![CDATA[Strategic Management in Tourism Industry: A Perspective Article during Pandemic ]]>
<![CDATA[Ayundha Evanthi]]>;
<![CDATA[Ratih Mukti Azhar]]>
<![CDATA[ Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2024.4154
<![CDATA[The purpose of this essay is to critically evaluate recent research on strategic management (SM) in pandemic situations and to suggest potential future possibilities for SM research in the hospitality and tourist (HT) sector. The current state of SM research in the HT field was examined critically in this study, along with potential future prospects. SM research with an HT focus still has a weak social structure. The field's scientific development has slowed down because there aren't many top researchers in it. Finally, researchers in the HT field should publish their findings in prestigious academic publications that cover both the HT and mainstream fields. This study uses VOSviewer to display how bibliometric analysis of multiple older articles was used to define strategic management in the hospitality and tourist industry. The results indicate that strategic management research in the hospitality and tourist sectors has advanced during the course of the study; nonetheless, there is still a gap between the two sectors' strategic management research.]]>
<![CDATA[Creative Economy Empowerment Strategy as a Public Economic Recovery During Pandemic at Kampung Kue, Rungkut, Surabaya ]]>
<![CDATA[Ayundha Evanthi]]>;
<![CDATA[Daisy Marthina Rosyanti]]>;
<![CDATA[Ratih Mukti Azhar]]>;
<![CDATA[Ilham Hardi]]>;
<![CDATA[Gerry Hutama]]>
<![CDATA[ Nusantara Science and Technology Proceedings 7st International Seminar of Research Month 2022 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2023.3311
<![CDATA[Covid-19 has significantly shaken the wheels of the economy of people in all countries including Indonesia. MSMEs, which are one of the important pillars of the Indonesian economy, are also affected by these conditions. The main problem faced by MSMEs during the pandemic is sluggish market demand and high operating costs in the market. Kampung Kue is one of the MSMEs that was formed organically through the initiative of residents who were also affected during the pandemic. Since the pandemic occurred, Kampung Kue has experienced a decline in turnover, lost some market share, and some of them were forced to temporarily close their businesses. Not only that, there is still a lack of brand awareness and weak readiness to go digital, as well as the cooperation of the entire MSME community in Kampung Kue also still requires special attention for the growth of Kampung Kue. The purpose of this activity is to provide knowledge and empowerment of Kampung Kue business actors. The results of the activity, besides increasing knowledge, it is hoped that the problems faced can be solved and find appropriate strategies so that they can encourage the growth of the creative economy of the people who are members of Kampung Kue.]]>
<![CDATA[A Bibliometric Analysis of Strategic Flexibility and Performance ]]>
<![CDATA[Ayundha Evanthi]]>;
<![CDATA[Ratih Mukti Azhar]]>
<![CDATA[ Nusantara Science and Technology Proceedings 7st International Seminar of Research Month 2022 ]]>
Publisher : <![CDATA[Future Science ]]>
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DOI: 10.11594/nstp.2023.3314
<![CDATA[The objectives of this research are: (1) to examine strategic flexibility and performance by emphasizing their relationships, dimensions, and roles of context (2) to identify the relationship between strategic flexibility and performance that can be used for future theory development. This research uses bibliometric analysis to map how strategic flexibility is intended from several previous journals using VOSviewer.]]>
<![CDATA[The Impact of Store Atmosphere, Service Quality, and Social Media Marketing on Purchase Decisions: Insight from the Coffee Shop Market (Case Study at Kedai Kopi Distrik Metropolitan Surabaya) ]]>
<![CDATA[Kamila, Ikfina Rosyada]]>;
<![CDATA[Pudjoprastyono, Hery]]>;
<![CDATA[Azhar, Ratih Mukti]]>
<![CDATA[ International Journal of Economics (IJEC) Vol. 3 No. 2 (2024): July-December ]]>
Publisher : <![CDATA[PT Inovasi Pratama Internasional ]]>
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DOI: 10.55299/ijec.v3i2.1064
<![CDATA[This research aims to identify the influence of store atmosphere, service quality, and social media marketing on purchasing decisions at the Surabaya Metropolitan District Coffee Shop. Using quantitative methods with non-probability sampling techniques through purposive sampling, this research involved 115 respondents aged over 17 years who had bought and visited shops and had social media. Data was collected via Google Form and analyzed using Partial Least Square (PLS). The research results show that store atmosphere, service quality, and social media marketing have a positive influence on purchasing decisions. Consumers consider the design at Kedai Distrik Metropolitan to be quite unique by combining Vintage Chinatown-Sumatra themes. With a unique place and cheap product prices, consumers are happy to visit Kedai Kopi Distrik Metropolitan Surabaya, especially among teenagers.]]>
<![CDATA[Optimasi Pembiayaan Kredit UMKM dengan Strategi Peningkatan Nilai Jual Nasabah Bank BTPN Syariah ]]>
<![CDATA[Dewa Danubrata, Muhammad]]>;
<![CDATA[Mukti Azhar, Ratih]]>
<![CDATA[ PADMA Vol 4 No 1 (2024): JURNAL PENGABDIAN KEPADA MASYARAKAT (PADMA) ]]>
Publisher : <![CDATA[LPPM Politeknik Piksi Ganesha ]]>
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DOI: 10.56689/padma.v4i1.1344
<![CDATA[Penelitian ini bertujuan untuk menganalisis optimasi pembiayaan kredit UMKM dengan strategi peningkatan nilai jual nasabah Bank BTPN Syariah. Di era globalisasi, UMKM menjadi pilar utama perekonomian Indonesia. Permasalahan utama UMKM adalah permodalan, sehingga permintaan kredit usaha UMKM terus meningkat. Bank BTPN Syariah, sebagai Bank Syariah, menyalurkan dana ke usaha-usaha UMKM untuk meningkatkan kesejahteraan nasabahnya. Optimasi dana pembiayaan UMKM penting untuk meningkatkan nilai jual dan memaksimalkan laba. Namun, pemahaman tentang optimasi dana pembiayaan masih terbatas, terutama di daerah terpencil. Oleh karena itu, BTPN Syariah menyediakan layanan fasilitator untuk membantu pelaku usaha dalam mengoptimalkan penggunaan dana pembiayaan. Penelitian ini dilakukan dengan metode kualitatif melalui studi kasus di Kecamatan Jenangan, Kabupaten Ponorogo. Hasil penelitian menunjukkan bahwa optimasi dana pembiayaan kredit UMKM dengan strategi peningkatan nilai jual terbukti efektif dalam meningkatkan kinerja dan keberlanjutan usaha UMKM. Program pendampingan UMKM oleh fasilitator yang terlatih dan berpengalaman menjadi kunci utama dalam keberhasilan program ini.]]>
<![CDATA[Strategi Meningkatkan Citra Merek Melalui Branding Produk Keuangan PT. Agrodana Futures ]]>
<![CDATA[Christianto Wibowo, Jonathan]]>;
<![CDATA[Mukti Azhar, Ratih]]>
<![CDATA[ PADMA Vol 4 No 1 (2024): JURNAL PENGABDIAN KEPADA MASYARAKAT (PADMA) ]]>
Publisher : <![CDATA[LPPM Politeknik Piksi Ganesha ]]>
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DOI: 10.56689/padma.v4i1.1350
<![CDATA[Industri pialang berperan penting dalam perekonomian Indonesia, namun citranya seringkali tercoreng oleh berbagai masalah. Penelitian ini bertujuan untuk memahami persepsi investor terhadap produk keuangan PT Agrodana Futures dan merumuskan strategi branding yang tepat untuk meningkatkan citra perusahaan. Metode yang digunakan adalah pendekatan sosialisasi dan edukasi melalui webinar dengan tema "Optimizing Gold Investment Current Strategies and Trading Signals". Hasil penelitian menunjukkan bahwa kegiatan ini berhasil meningkatkan citra positif PT Agrodana Futures di masyarakat dan membangun kepercayaan investor terhadap perusahaan. Strategi branding yang berfokus pada pelayanan konsumen yang berbeda, menguntungkan, dan dapat dipercaya terbukti efektif dalam membentuk identitas perusahaan yang kuat.]]>
<![CDATA[EVENT MANAGEMENT IN SOCIAL ENTREPRENEURSHIP: A BIBLIOMETRIC ANALYSIS ]]>
<![CDATA[Evanthi, Ayundha]]>;
<![CDATA[Azhar, Ratih Mukti]]>
<![CDATA[ Jurnal Mebis Vol. 8 No. 1: July 2023 ]]>
Publisher : <![CDATA[UPN "Veteran" Jawa Timur ]]>
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DOI: 10.33005/mebis.v8i1.417
<![CDATA[Social entrepreneurship is a growing phenomenon that is currently attracting much public attention due to its potential to reduce social problems and improve people's well-being. Events hosted by social entrepreneurs may present vital chances for venues to enhance the event's goal and happiness. This study aims to (1) examine event management and social entrepreneurship while focusing on the relationships, dimensions, and context-specific functions that each play, and (2) identify the link between social entrepreneurship and event management so that it can be used to construct future theories. This study uses VOSviewer to visualize how event management and social entrepreneurship were meant from numerous earlier papers using bibliometric analysis. The findings of this study will contribute to our understanding of how event management may be used in social entrepreneurship to increase behavioral intention and improve event experiences. For further research, the recommendations listed below are provided. Researchers may also develop new theories and event management literature to further the discussion and research on this subject.]]>
