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All Journal Prosiding SNATIF Jurnal Manajemen Dayasaing DERIVATIF Jurnal Ekonomi dan Bisnis Jurnal DISPROTEK Journal Of Management Science (JMAS) Jurnal Mantik Jurnal Ilmiah Edunomika (JIE) Enrichment : Journal of Management Jurnal Ekonomi dan Bisnis Kontemporer
Cicik Harini
Universitas Pandanaran
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Entrepreneurship Marketing Development Model To Improve SMEs Economic Performance In Semarang Cicik Harini; Novita Rahmayuna
Jurnal Manajemen Dayasaing Vol 25, No 1 (2023): Manajemen Dayasaing
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/dayasaing.v25i1.21466

Abstract

The empowerment of SMEs (micro small and enterprises) in the midst of globalization and high competition with ASEAN Economic Community (MEA) is expected to be an opportunity to exploit ASEAN regional policy in order to develop market as market player as its market. SMEs (micro small and enterprises) should be able to face various challenges, such as increasing product and service innovation, human resource and technology development, and expanding marketing. Marketing is a fundamental issue for small entrepreneurs. An important aspect of marketer is examined in the context of entrepreneurial efforts to see how marketing theory fits into the practice of entrepreneurship. But in the globalization era with the development of information technology is the essence, it is necessary development of entrepreneurship marketing that is able to reach all consumer in the world, that is through internet marketing or e-commerce. This research seeks to get a model of entrepreneurship marketing development in an effort to improve the performance of MSMEs (micro small and medium enterprises) in Semarang City. The hypothesis is tested using SEM analysis by estimating PLS parameters to assess the outer model and measurement model as well as assess the inner model.  Based on the result, development of effective e-commerce has a positive influence on SMEs performance. But, entrepreneur marketing was rejected even though it has a positive influence on E-Commerce Development. This is because of the lack of understanding of the concepts, strategies, methods and market intelligence of the SMEs in Semarang.
MODEL PEMASARAN KEWIRAUSAHAAN MELALUI DIGITAL MARKETING SEBAGAI PEMODERASI UNTUK MENINGKATKAN KINERJA PENJUALAN UMKM KOTA SEMARANG Heru Sri Wulan; Feri Agustina; Cicik Harini
JURNAL ILMIAH EDUNOMIKA Vol 5, No 02 (2021): EDUNOMIKA : Vol. 5, No. 2, 2021
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v5i2.3314

Abstract

The emergence of the corona virus in 2020 has devastated the economy in Indonesia, making the strength of MSMEs re-examined. The decline in turnover in the non-culinary sector reached 30-35% due to restrictions on activities that made it difficult for business actors to make face-to-face sales. Therefore, SMEs must be able to master digital marketing. Utilizing the marketing concept through the use of digital technology, it is hoped that MSMEs will be able to develop and become the center of economic power. The current era of technology is indeed unavoidable, through digital marketing it is possible for MSME actors to market their products online, offer and make online banking system payment transactions. This study aims to analyze the entrepreneurial marketing model through digital marketing as a moderating variable in improving sales performance. in MSMEs in Semarang City. The population in this study were MSME actors who were registered at the Cooperatives and MSMEs Service in the city of Semarang. The sampling technique used by the author in conducting this research is using simple random sampling, namely taking samples from the population randomly, using the Slovin formula, obtained 98 samples. The method of data analysis was carried out by testing instrument validity and reliability, testing classical assumptions, testing hypotheses and testing moderating variables using MRA (Moderated Regression Analysis). The results showed a positive and significant influence on entrepreneurial marketing in increasing the sales volume of MSMEs in Semarang City, but the effect of digital marketing as a moderating on sales volume in the first output had a significant effect and the interaction effect on the second output had no significant effect, meaning digital marketing as a moderating variable in the relationship between the method of marketing performance is a predictor moderator. Keywords: Entrepreneurship Marketing, Digital marketing, Sales volume, MSMEs.
Co-Authors Abdul Rohman Darsin Darsin Feri Agustina Feri Agustina Heru Sri Wulan Heru Sri Wulan Leonardo Budi H Novita Rahmayuna Sauca Ananda Pranidana SB Handayani SB. Handayani Sri Praptono Yulianeu Yulianeu