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Irawan Yuswono
STIE Totalwin
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Bibliometric Analysis in Mapping Corporate Marketing Research Trends and Developments Dewi Maharani; Irawan Yuswono; Sutono Sutono; Pilifus Junianto
West Science Journal Economic and Entrepreneurship Vol. 1 No. 11 (2023): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v1i11.372

Abstract

This research conducts a comprehensive bibliometric analysis to map the trends and developments in corporate marketing research, utilizing data from a diverse range of publications. Through theme analysis, influential publications, and keyword occurrences, the study unveils the multifaceted nature of the field. The most prevalent themes include Corporate Marketing, Green Marketing, Reputation, Communication, and Relationship Marketing, reflecting the dynamic interplay of strategic elements within corporate marketing. Noteworthy publications, such as "Principles of Corporate Finance" and "Corporate Social Responsibility: A Theory of the Firm Perspective," emerge as key influencers, shaping the intellectual discourse in the domain. The integration of these findings provides valuable insights for researchers, practitioners, and policymakers, offering a nuanced understanding of the current state of corporate marketing research. As the field continues to evolve, this research sets the stage for future inquiries, providing a foundation for strategic decision-making and ongoing scholarly exploration.
Harnessing Entrepreneurial Creativity and Green Opportunity Exploitability for Expansion Growth: Insights from the Real Estate Development Industry Irawan Yuswono
Applied Business and Administration Journal Vol. 3 No. 03 (2024): ABAJ Vo.3 No.3
Publisher : Ebiz Prima Nusa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62201/abaj.v3i03.139

Abstract

This study explores the pivotal role of entrepreneurial creativity in driving business opportunity exploitability and its subsequent impact on firm performance within the environmentally friendly housing development industry in Indonesia. Employing the Resource-Based View (RBV) theory, the research investigates the relationship between entrepreneurial creativity and business expansion through green innovation approaches. Data were collected via surveys and interviews with 188 housing developers and contractors in major Indonesian cities, revealing that firms integrating entrepreneurial creativity with green innovations are more likely to expand successfully. The findings highlight the necessity of unique and inimitable resources, such as green innovation and entrepreneurial creativity, for achieving competitive advantages and superior firm performance. The study underscores the importance of strategic resource utilization in sustainable development and provides actionable insights for housing developers and policymakers to foster innovation and sustainability in the real estate sector. These insights contribute to the broader literature on sustainable entrepreneurship and offer a strategic framework for leveraging green business opportunities to enhance firm performance. Keywords: Entrepreneurial Creativity, Green Opportunity Exploitability, Positional Advantage, Firm Performance, Real Estate Development Industry, Resource-Based View
Pembinaan Pengelolaan Keuangan Dan Pengembangan Brand Pada Produk UMKM Di Kelurahan Manyaran Rahmadhani, Sari; Yuswono, Irawan; Yanto, Dwi; Ningrum, Dina Dwi
Jurnal Pengabdian Pada Masyarakat Indonesia Vol 2 No 1 (2023): Februari: Jurnal Pengabdian Pada Masyarakat Indonesia
Publisher : Universitas Gajah Putih, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55542/jppmi.v2i1.534

Abstract

Pandemi virus Covid-19 berdampak pada UMKM di Indonesia, khususnya UMKM di kecamatan Semarang Barat. Tim PkM STIE Totalwin Semarang Jawa Tengah bertugas melaksanakan kegiatan pengabdian masyarakat ini. Kegiatan ini memberikan dampak yang signifikan bagi masyarakat khususnya para pelaku UMKM di Kabupaten Semarang Barat dengan sambutan yang hangat dan antusias dari kegiatan ini. Peserta sosialisasi aktif mendapatkan informasi dan pengetahuan tentang pengelolaan keuangan yang baik sehingga dapat memperkuat permodalan UMKM. Pengembangan brand produk merupakan puncak dari keseriusan UMKM dalam memperbaiki kondisi persaingan yang semakin ketat. Hasil evaluasi kegiatan Pengabdian Kepada Masyarakat dapat memberikan dampak positif dan dapat digunakan untuk meningkatkan strategi bisnis UMKM.
Digital Marketing Sebagai Pengungkit Kinerja UMKM Yuswono, Irawan; Turmudhi, Anis; Ristianawati, Yuyun; Praptitorini, Mirna Dyah; Salim, Noor
Jurnal Pengabdian Masyarakat Akademisi Vol. 3 No. 2 (2024)
Publisher : Jurnal Pengabdian Masyarakat Akademisi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/jpma.v3i2.993

Abstract

This activity aims to strengthen the abilities and skills of MSME (Micro, Small, and Medium Enterprises) actors in using digital technology to market their products and services. Through outreach, practical training, and the development of business groups, it is expected that MSME actors can develop more effective marketing strategies, enhance their competitiveness, and drive the economic growth of the village. The outreach discusses the importance of digital marketing, the latest trends, and its benefits for MSMEs. The practical training includes social media management, promotional content creation, paid marketing, and the creation and analysis of data for marketing purposes. The development of business groups aims to build cooperation and solidarity among MSME actors in developing joint digital marketing strategies. The results of the activities show an increase in participants' knowledge and skills and the formation of a solid network of cooperation among MSME actors.
Synergizing Green Marketing and Product Innovation: Strategies for Elevating Consumer Choices Kholifah, Siti Kholifah; Yuswono, Irawan
Maneggio Vol. 1 No. 4 (2024): Maneggio-Aug
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/663sfh79

Abstract

This study examines the impact of green marketing and green product innovation on brand image and purchasing decisions among consumers. Utilizing a quantitative approach, data were collected from 165 respondents through surveys in Semarang, Indonesia. The findings reveal that green marketing significantly enhances brand image, suggesting that environmentally friendly marketing efforts are valued by consumers and contribute to a positive brand perception. However, green product innovation alone does not significantly affect brand image, indicating the necessity of combining it with effective green marketing strategies. Furthermore, the study confirms that a strong brand image significantly influences purchasing decisions, highlighting the importance of consumer perceptions in driving buying behavior. Green product innovation also shows a significant positive impact on purchasing decisions, demonstrating that eco-friendly and innovative products appeal to consumers. Despite these benefits, green marketing alone does not significantly impact purchasing decisions, suggesting that additional factors are required to drive consumer purchases directly. The study concludes that an integrated strategy combining green marketing and product innovation offers the greatest potential for enhancing brand image and influencing consumer behavior, providing valuable insights for managers seeking to leverage sustainability in their marketing strategies.
Pemberdayaan UMKM Desa Pagak melalui Penguatan Merek dan Pemasaran Digital Ristianawati, Yuyun; Yuswono, Irawan; Turmudhi, Anis; Salim, Noor; Praptitorini, Mirna Dyah
Jurnal Peduli Masyarakat Vol 6 No 4 (2024): Jurnal Peduli Masyarakat: Desember 2024
Publisher : Global Health Science Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37287/jpm.v6i4.5172

Abstract

Program pengabdian kepada masyarakat ini dilaksanakan pada tanggal 9 September 2023 di Balai Desa Pagak, Kecamatan Purwareja Klampok, Kabupaten Banjarnegara. Kegiatan ini melibatkan 42 peserta, yang terdiri dari 20 pemilik usaha gula cetak dan 22 pemilik usaha gula semut. Program ini bertujuan untuk mengatasi permasalahan yang dihadapi pelaku UMKM terkait branding dan pemasaran digital. Meskipun produk gula cetak dan gula semut memiliki kualitas yang baik, ketiadaan merek dan terbatasnya pemasaran digital membuat produk mereka kurang kompetitif di pasar yang semakin dinamis. Kegiatan ini dilaksanakan secara sistematis melalui tiga tahap utama, yaitu tahap persiapan, tahap pelaksanaan, dan tahap evaluasi. Pada tahap persiapan, dilakukan identifikasi kebutuhan melalui diskusi partisipatif dengan perangkat desa dan pelaku usaha. Informasi yang diperoleh digunakan untuk merancang materi pelatihan yang sesuai dengan kebutuhan peserta. Tahap pelaksanaan mencakup sosialisasi tentang pentingnya merek produk, pengenalan pemasaran digital, serta pelatihan praktis yang meliputi pembuatan akun bisnis, pengelolaan konten pemasaran, dan perumusan strategi pemasaran berbasis data. Tahap evaluasi dilakukan dengan metode diskusi kelompok dan pengisian kuesioner untuk mengukur efektivitas kegiatan. Hasil evaluasi menunjukkan adanya peningkatan pemahaman peserta terhadap peran merek dalam membangun identitas produk dan kepercayaan konsumen. Selain itu, peserta juga menunjukkan peningkatan keterampilan dalam membuat konten pemasaran, mengelola transaksi digital, dan memanfaatkan strategi pemasaran berbasis data. Dampak kegiatan ini mencakup peningkatan daya saing produk, perluasan jangkauan pasar, dan penguatan keberlanjutan usaha para peserta. Melalui pendekatan partisipatif dan berbasis praktik, program ini berhasil memberdayakan pelaku UMKM di Desa Pagak dan meningkatkan kesiapan mereka dalam menghadapi tantangan pasar global. Program ini diharapkan dapat menjadi model pemberdayaan UMKM yang dapat direplikasi di wilayah lain, serta memberikan kontribusi nyata terhadap pengembangan ekonomi lokal yang inklusif dan berkelanjutan.
HOW DOES WORD OF MOUTH AFFECT PURCHASE DECISION?:THE MEDIATING ROLE OF BRAND AWARENESS (Studi Kasus Pada Konsumen Kopi Kulo di Kota Semarang) Muja, Maria Rosalina; Yuswono, Irawan
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15247

Abstract

The purpose of this study is to investigate how Word of Mouth (WOM) affects consumers' purchasing decisions for Kulo Coffee in Semarang City, using Brand Awareness as a mediating variable. This study was motivated by the high business competition in the coffee industry, where effective marketing strategies are needed to increase purchasing decisions. The research model developed examines the relationship between WOM, social media marketing, and Brand Awareness on consumer purchasing decisions. Data were collected through questionnaires distributed to 200 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) method. The results showed that WOM has a significant influence on purchasing decisions, both directly and through Brand Awareness as a mediating variable. In addition, Social Media Marketing was also found to have a significant effect on Brand Awareness and purchasing decisions. This study provides theoretical and practical implications for entrepreneurs in the coffee industry to focus more on increasing Brand Awareness through Word of Mouth and social media marketing to influence consumer purchasing decisions.
Bibliometric Analysis of the Term “Entrepreneurial Motivation” Mudassir, Andi; Yuswono, Irawan; Usmany, Paul; AJi, Lexi Jalu
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.548

Abstract

This study presents a comprehensive bibliometric analysis of the term "Entrepreneurial Motivation," reflecting the extensive scholarly interest in the determinants that incite individuals to undertake entrepreneurial endeavors. Utilizing a dataset from reputable databases such as Scopus, this research elucidates the evolution of entrepreneurial motivation as a concept and its significance in the entrepreneurship literature. We investigate key thematic clusters, seminal works, influential authors, and collaboration patterns in the field. Additionally, we explore publication trends in leading journals and identify research lacunae and emerging trends that signal future scholarly directions. Our findings indicate a robust engagement with factors such as educational background, personal traits, and socio-economic impacts, including the influence of the COVID-19 pandemic on entrepreneurial activity. The study also highlights potential new avenues for research in areas that have yet to become prominent within the existing literature, such as the role of risk perception, necessity entrepreneurship, passion, and social responsibility in shaping entrepreneurial motivation. This analysis provides a detailed landscape of the field, contributing to a more nuanced understanding of the dynamic forces that foster and sustain entrepreneurial motivation in an ever-evolving global economy.
Celebrity Endorsement and Brand Image Synergy: The Role of Brand Awareness in Driving Buying Decision for Scarlett Products Toresa, Dedeh Cahyani; Yuswono, Irawan
MSJ : Majority Science Journal Vol. 3 No. 2 (2025): MSJ-MAY
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/msj.v3i2.316

Abstract

This study aims to analyze the influence of celebrity endorsement and brand image on purchasing decisions, with brand awareness as a mediating variable among Scarlett product consumers in Kendari City. A quantitative approach was employed using a survey method for data collection. Data from 240 respondents were obtained through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS software. The results indicate that both celebrity endorsement and brand image significantly affect brand awareness and purchasing decisions. Furthermore, brand awareness mediates the relationship between celebrity endorsement, brand image, and purchasing decisions. These findings align with the Consumer Culture Theory (CCT), which emphasizes that consumer decisions are influenced not only by functional aspects but also by symbolic and social meanings attached to brands. The practical implications of this research suggest that companies should integrate strong branding strategies with carefully selected celebrity endorsers to enhance consumer visibility and trust. This study also contributes theoretically to the development of consumer behavior models based on cultural symbolism, especially within the context of local brands in the digital era
Inovasi Kemasan Produk sebagai Strategi Pemberdayaan UMKM Yuswono, Irawan; Turmudhi, Anis; Ristianawati, Yuyun; Praptitorini, Mirna Dyah; Salim, Noor
Jurnal Peduli Masyarakat Vol 7 No 3 (2025): Jurnal Peduli Masyarakat: Mei 2025
Publisher : Global Health Science Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37287/jpm.v7i3.6393

Abstract

UMKM memiliki peran strategis dalam perekonomian nasional, namun masih menghadapi tantangan dalam aspek pengemasan produk, khususnya di sektor makanan dan minuman. Kegiatan Pengabdian Kepada Masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku UMKM di Desa Sumur, Kecamatan Brangsong, Kabupaten Kendal, dalam melakukan inovasi kemasan produk. Kegiatan dilaksanakan pada 29 September 2024 di Balai Desa dengan melibatkan 50 pelaku usaha. Metode yang digunakan adalah pendekatan partisipatif melalui pelatihan, praktik langsung, dan diskusi kelompok. Evaluasi dilakukan secara kualitatif melalui observasi langsung saat praktik, presentasi hasil rancangan kemasan oleh peserta, serta pengumpulan umpan balik terhadap materi dan fasilitasi kegiatan. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap pentingnya kemasan sebagai alat pemasaran, serta kemampuan teknis dalam merancang kemasan yang informatif dan menarik. Lebih dari 30 desain kemasan berhasil dibuat dan sebagian peserta menunjukkan komitmen untuk mengimplementasikan desain baru tersebut. Kegiatan ini juga mendorong kolaborasi antarpelaku UMKM dalam pengembangan kemasan dan membentuk ekosistem usaha yang lebih inovatif.
Co-Authors Aji, Lexi Jalu Dewi Maharani Indrasmitha, Gustyana Junianto, Pilifus Kholifah, Siti Kholifah Maharani, Dewi Mudassir, Andi Muja, Maria Rosalina Ningrum, Dina Dwi Noor Salim Pilifus Junianto Praptitorini, Mirna Dyah Ristianawati, Yuyun Sari Rahmadhani Sutono Sutono Sutono Sutono Toresa, Dedeh Cahyani Turmudhi, Anis Usmany, Paul Yanto, Dwi