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All Journal Jurnal Pengabdian Masyarakat Jamak Specta Journal of Technology Journal of Management and Entrepreneurship Research Movere Journal Jurnal Ekonomi The Eastasouth Management and Business West Science Business and Management Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies Jurnal REKOMEN (Riset Ekonomi Manajemen) West Science Interdisciplinary Studies West Science Social and Humanities Studies Jurnal Administrasi Terapan
Souisa, Wendy
Politelnik Negeri Ambon
Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Green Entrepreneurship as a Mediator of Innovation and Environmental Orientation on the Sustainability of Coastal Fisheries MSMEs in Ambon City Wendy Souisa; Cynthia Imelda Tjokro; Nurfatwa Andriani Yasin
Journal of Management and Entrepreneurship Research Vol. 7 No. 2 (2026)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2026.6.07.2-98

Abstract

Objective: This study aims to analyze the role of green entrepreneurship in mediating the influence of innovation and environmental orientation on the sustainability of coastal fisheries MSMEs in Ambon City. Research Design & Methods: The study used a quantitative approach with an explanatory design. Data were collected through a survey of 200 fisheries MSMEs selected using a stratified purposive sampling method. The research model was tested using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to analyze the direct and indirect relationships between variables. Findings: The results showed that innovation did not have a significant direct effect on the sustainability of fisheries MSMEs, but had a positive and significant effect on green entrepreneurship. Environmental orientation has a significant effect on MSME sustainability and green entrepreneurship. Furthermore, green entrepreneurship significantly mediates the relationship between innovation and environmental orientation on MSME sustainability. Environmental orientation was proven to have a significant effect on the sustainability of MSMEs and green entrepreneurship. Implications & Recommendations: The sustainability of fisheries MSMEs is not achieved through innovation alone, but requires strengthening green entrepreneurship as a strategic approach. Strengthening green innovation capacity through government policy support, increasing environmental literacy and green entrepreneurship, expanding access to environmentally friendly technology, and developing mentoring and incentives to encourage the integration of innovation and environmental orientation in sustainable fisheries MSME business strategies. Contribution & Value Added: Strengthening the perspective of sustainable entrepreneurship by positioning green entrepreneurship as a strategic mechanism that bridges innovation and environmental orientation in improving the sustainability of MSMEs.
Peran Modal Sosial, Akses Pendampingan Bisnis, dan Orientasi Kewirausahaan terhadap Kinerja Startup Pemula di Indonesia Wendy Souisa; Wylda Olivia Kowey; Leonora Ferdinandus; Vera Paulin Kay
Jurnal Ekonomi dan Kewirausahaan West Science Vol 4 No 01 (2026): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v4i01.3190

Abstract

Penelitian ini mengkaji pengaruh modal sosial, akses terhadap bantuan bisnis, dan orientasi kewirausahaan terhadap kinerja startup tahap awal di Indonesia. Menggunakan desain penelitian kuantitatif, data dikumpulkan dari 175 pendiri startup melalui kuesioner terstruktur yang diukur menggunakan skala Likert lima poin. Data dianalisis menggunakan regresi linier berganda dengan SPSS versi 25. Hasil menunjukkan bahwa modal sosial memiliki pengaruh positif dan signifikan terhadap kinerja startup, menyoroti pentingnya jaringan, kepercayaan, dan hubungan relasional dalam mendukung pengembangan bisnis tahap awal. Akses terhadap bantuan bisnis, termasuk mentoring, pelatihan, dan dukungan institusional, juga secara signifikan meningkatkan kinerja startup dengan meningkatkan kemampuan manajerial dan mengurangi ketidakpastian. Orientasi kewirausahaan—yang diwakili oleh inovasi, proaktif, dan pengambilan risiko—muncul sebagai prediktor terkuat kinerja startup. Secara keseluruhan, temuan ini menunjukkan bahwa kinerja startup pada tahap awal dibentuk oleh interaksi antara kemampuan kewirausahaan internal dan sumber daya relasional dan institusional eksternal. Studi ini berkontribusi pada literatur kewirausahaan dengan menyediakan bukti empiris dari konteks ekonomi emerging dan menawarkan implikasi praktis bagi pendiri startup, pembuat kebijakan, dan pemangku kepentingan ekosistem dalam memperkuat kinerja dan keberlanjutan startup pada tahap awal di Indonesia.
ANALISA STRATEGI PROMOSI USAHA PISANG KEMBUNG "SWEET BANANA" DI KOTA AMBON Wa Ode Intan Muliyani Abdul Latif; Wendy Souisa; Sherly Rutumalessy
Jurnal Administrasi Terapan Vol. 5 No. 2 (2026): Jurnal Administrasi Terapan
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v5i2.4040

Abstract

MSMEs play a crucial role in economic growth, including the ever-expanding culinary sector. However, MSMEs often face challenges in implementing effective promotional strategies. This study examines the promotion of the Sweet Banana puffed banana business, a small-scale business that relies solely on WhatsApp, personal Facebook, and word-of-mouth. The main problem is suboptimal promotion, resulting in stagnant sales despite the product's distinctive flavor and popular topping variety. The purpose of this study is to analyze the promotional strategies employed to increase sales turnover. The study employed a descriptive qualitative method, collecting data through interviews and observations. The data obtained were then analyzed using a promotional mix approach. The results show that the "Sweet Banana" business utilizes only simple personal selling and direct marketing, while other elements such as advertising, sales promotions, and public relations are underutilized. Consumer responses indicate that promotions are unattractive, inconsistent, and often lack comprehensive information. The conclusion of this study is that the main weakness of the "Sweet Banana" business lies not in the product or price, but in its suboptimal promotional strategy. To increase sales, business owners need to conduct more targeted promotions through social media business accounts, a regular promotional schedule, engaging content, and utilizing simple sales promotion strategies. With these steps, businesses have the opportunity to expand their market, increase sales volume, and strengthen their position among consumers. Keywords: Promotion Strategy
Co-Authors Abdul Hafid Abdul Hafid ADINUGROHO, IWAN Arief Yanto Rukmana Arnes Yuli Vandika Chevy Herli Sumerli Cynthia Imelda Tjokro Feliks Anggia Binsar Kristian Panjaitan Ferdinandus, Leonora Frans Sudirjo Frans Sudirjo GOMIES, STEVANUS JOHAN Grace H. Tahapary Himawan Sutanto, Himawan Judijanto, Loso Lasaksi, Pardin Leonora Ferdinandus Loso Judijanto Loso Judijanto Lussy, Kalsum Mahmuddin Mahmuddin Nahuway, Victorio F. Okta Karneli, Okta Pandu, Imanuela Pardin Lasaksi Saleky, Saul Ronald Jacob Samuddin, Syurwana Farwita Saul Ronald Jacob Saleky Sherly Rutumalessy Sumerli A., Chevy Herli Syahribulan Syahribulan Syahribulan Syahribulan, Syahribulan Syurwana Farwita Samuddin Tetelepta, Maria Marlyn Tutupoho, Fauzia Vera Paulin Kay Wa Ode Intan Muliyani Abdul Latif Wylda Olivia Kowey Yasin, Nurfatwa Andriani