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All Journal Fokus Ekonomi Jurnal Ilmiah Edunomika (JIE)
Fithri Setya Marwati
Fakultas Ekonomi, Universitas Islam Batik Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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STRATEGI TRANSFORMASI DIGITAL PADA UMKM KERAJINAN TEMBAGA DAN KUNINGAN TUMANG DALAM MENGHADAPI COVID-19 Fithri Setya Marwati; Istiatin Istiatin; Raisa Aribatul H; Dimas Ilham Nur R
Fokus Ekonomi : Jurnal Ilmiah Ekonomi Vol 17, No 1: Juni 2022
Publisher : STIE Pelita Nusantara Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/fe.17.1.159-166

Abstract

This research has purpose to implement a business digitization strategy in order that micro, small and medium enterprises (MSMEs) are able to survive in the COVID-19 pandemic. The transformation of business digitization was carried out on the MSMEs in copper and brass handicrafts in Tumang Boyolali. This research applied descriptive qualitative method based on survey data of SMEs in copper and brass crafts Tumang Boyolali and the Central Bureau of Statistics. From the results of this research, it can be seen that the business activities of Tumang Boyolali copper and brass SMEs which were carried out using a conventional strategy (Offline System) contributed to a decrease in sales turnover of more than 30%. Meanwhile, the MSME business activities carried out with the MSME business digitization strategy (Online System) such as Smart Phones (PCs or laptops) connected to the internet only amounted to 25% to 38% of MSMEs which experienced an increase in sales turnover. Considering this reason, it is necessary to build infrastructure that supports the digitization of MSMEs in Tumang Boyolali's copper and brass handicrafts in terms of marketing MSME products online
KEPUTUSAN PEMBELIAN DITINJAU DARI CITRA MEREK, GAYA HIDUP, DAN KERAGAMAN PRODUK MEREK HANASUI DI SUKOHARJO Alifia Dhea Nur Insani; Sudarwati Sudarwati; Fithri Setya Marwati
JURNAL ILMIAH EDUNOMIKA Vol 7, No 2 (2023): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i2.10294

Abstract

This research aimed to evaluate how factors like as brand image, lifestyle, and product diversity influence consumers’ decision to purchase Hanasui cosmetic in Sukoharjo. A quantitative strategy has been used in its research. The population used 636 customers of one of the agents in Sukoharjo, and the sampel size is set at 100 customers thanks to a non-probability, purposive sampling technique. In Sukoharjo, the variables of brand image, lifestyle, and product diversity all had a positive influence in purchase decision of Hanasui brand cosmetic items, and this influence is statistically significant as well. The modified R-Square value showed that 70,4%, which suggest that factors such as brand image, lifestyle, and product diversity play a role in the decision of whether or not to purchase Hanasui product in Sukoharjo. Another factors that are not include in this study was influenced 29,6%. Keywords : Brand Image, Lifestyle, Product Diversity, Purchasing Decisions
Co-Authors Alifia Dhea Nur Insani Dimas Ilham Nur R Istiatin Istiatin Raisa Aribatul H Sudarwati Sudarwati