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Agung Winarno
Faculty Of Economics And Business, Universitas Negeri Malang
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Marketing Mix dan Kewirausahaan Devi, Shinta Prasetia; Mahardhika, Early Harison; Rahayu, Wening Patmi; Winarno, Agung
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 4 No. 1 (2025): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v4i1.3139

Abstract

Entrepreneurship plays a crucial role in economic growth, especially for small and medium enterprises (SMEs). One of the main factors for entrepreneurial success is the effective implementation of the marketing mix. This paper discusses the concept of the marketing mix in entrepreneurship by highlighting the 4P elements (Product, Price, Place, Promotion) which have evolved into 7P with the addition of People, Process, and Physical Evidence. The discussion includes the implementation of the marketing mix, strategies for facing business challenges, and its impact on competitiveness and business growth. This study highlights how entrepreneurs can optimize marketing elements through product innovation, value-based pricing strategies, the use of digitalization in distribution, as well as social media-based promotion and marketing technology. Additionally, this paper reviews various challenges in the implementation of the marketing mix, such as limited capital, intense competition, and changes in consumer behavior, as well as adaptation strategies through guerrilla marketing, strategic partnerships, and data-driven approaches. The findings in this study indicate that the application of a flexible and innovative marketing mix can enhance business competitiveness and sustainability. By understanding the relationship between the marketing mix and entrepreneurship, entrepreneurs can develop more effective marketing strategies to face the ever-evolving market dynamics.
Inovasi Sosial dan Kewirausahaan Sosial Arumsari, Oktaviani Putri Dita; Sunyoto, Agus Bambang; Rahayu, Wening Patmi; Winarno, Agung
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 4 No. 1 (2025): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v4i1.3206

Abstract

Inovasi sosial dan kewirausahaan sosial telah menjadi strategi utama dalam menciptakan solusi berkelanjutan bagi tantangan sosial dan ekonomi yang tidak dapat diselesaikan oleh pendekatan bisnis konvensional. Makalah ini bertujuan untuk: 1) Menganalisis inovasi sosial dan perannya dalam kewirausahaan sosial; 2) Mengidentifikasi hubungan antara inovasi sosial dan keberlanjutan UMKM dalam konteks ekonomi berbasis dampak sosial; 3) Menjelaskan faktor-faktor utama yang mempengaruhi keberhasilan kewirausahaan sosial. Hasil penelitian menunjukkan inovasi sosial berkontribusi dalam meningkatkan daya saing dan ketahanan UMKM melalui penerapan model bisnis berbasis dampak sosial, ekonomi sirkular, serta digitalisasi bisnis. Keberhasilan kewirausahaan sosial dipengaruhi oleh faktor internal, seperti kepemimpinan yang visioner, strategi pengelolaan sumber daya manusia yang efektif, serta model bisnis yang adaptif dan inovatif. Sementara itu, faktor eksternal yang berperan mencakup dukungan kebijakan pemerintah, akses terhadap pendanaan berbasis dampak sosial, serta kemitraan strategis dengan sektor swasta dan akademisi. Indikator utama keberhasilan kewirausahaan sosial mencakup pengukuran dampak sosial dan ekonomi, keberlanjutan finansial dan operasional, serta efektivitas model bisnis dalam menjangkau masyarakat yang lebih luas. Sebagai implikasi, makalah ini merekomendasikan penguatan kebijakan publik yang mendukung bisnis sosial, peningkatan akses pendanaan berbasis dampak, serta integrasi inovasi sosial dalam strategi pengembangan UMKM. Dengan menciptakan ekosistem yang lebih mendukung bagi kewirausahaan sosial, diharapkan inovasi sosial dapat menjadi pilar utama dalam pembangunan ekonomi yang lebih inklusif dan berkelanjutan.
Inovasi dan Kreativitas, Kunci dari Kesuksesan Kewirausahaan Haribowo, Siget Fitrianto; Wibowo, IG. Jarot Febri Setyo; Rahayu, Wening Patmi; Winarno, Agung
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 4 No. 2 (2025): Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v4i2.3207

Abstract

The crucial role that creativity and innovation play in fostering entrepreneurial success is examined in this study. Entrepreneurs must not only stay relevant but also promote sustainable growth in a fiercely competitive and quickly evolving business environment. Creativity and innovation are essential components that set successful companies apart from those that find it difficult to adjust. Despite their significance, little is known about the direct effects of these two ideas on entrepreneurial outcomes, especially for small and medium-sized businesses (SMEs). The goal of this essay is to present a thorough examination of the elements that affect creativity and innovation in entrepreneurship, looking at how they interact and how they affect long-term company performance. The study also identifies the obstacles that prevent inventive and creative processes in business endeavors and provides actionable suggestions for entrepreneurs to improve these areas of their operations. This study aids in the creation of fresh theoretical frameworks and useful methods for entrepreneurship by pinpointing the primary forces behind creativity and innovation. The results highlight how important it is to develop a creative and inventive attitude since it is necessary to get a competitive edge and maintain long-term company success in the fast-paced global market of today.
Penggunaan Media Digital Bagi Peningkatan Kinerja Pemasaran pada UMK Mr. Kriuk Dinoyo di Malang Saputra, Muhamad Ajye; Winarno, Agung
NuCSJo : Nusantara Community Service Journal Vol. 1 No. 2 (2024)
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/nucsjo.v1i2.51

Abstract

Usaha kecil atau menengah (UKM) memiliki peran yang sangat penting dalam pertumbuhan ekonomi dan industri pada setiap negara. Negara yang mendukung penuh UMKM salah satunya negara Indonesia.  UMKM Mr. Kriuk merupakan UMKM yang bergerak di penjualan Fried CHicken di daerah jawah timur, khususnya di Malang. Di malang kurang lebih sebanyak 9 cabang berdiri malang. MR. Kriuk berdiri sejak tahun 2022, dan yang paling lama di pasar tawangmangu. Berkat kegigihan selaku owner Mr. Kriuk usahanya ada diberbagai daerah tanah jawa dan termasuk di probolinggo. MR. Kriuk tersebar di berbagai wilayah malang dan salah satunya di daerah dinoyo yang baru dibuka sejak awal juli 2024. Adapun permasalahan yang terjadi pada UMKM MR. Kriuk, kurangnya pemanfaatan media sosial, seperti promosi lewat instagram, belum ada NIB, belum ada menu varian baru yang menyebabkan kegiatan usaha MR. Kriuk terkendala, dan membuat foto produk yang unik sehingga ketika di upload di sosial media mampu meningkatkan brand dari UMKM MR. Kriuk itu sendiri. Solusi dari permasalahan yang dihadapi MR. Kriuk adalah membuat akun media sosial seperti instagram baru, WA Bussiness dan membuat NIB serta mendaftarkan pada HKI, untuk meningkatkan brand dan pemasaran pada MR. Kriuk. Akun  media sosial nantinya juga akan mempermudah pemiliknya mengembangkan usahanya. Dari penjabaran diatas maka tujuan dari pengabdian masyarakat ini diharapkan UMKM MR. Kriuk dapat membantu pengembangan UMKM dengan meemanfaatkan teknologi dan inovasi, menciptakan dunia kerja baru dan memberikan edukasi kepada masyarakat pentingnya digital marketting dalam bisnis.
Pemanfaatan Teknologi AI untuk Meningkatkan Branding Digital UMKM di Kabupaten Malang Khoiril Mala, Iva; Winarno, Agung; Abdul Fattah, Fuad; Hidayat, Rachmad; Ima Oktavia, Anastasya Putri; Distina, Cahya
AKM Vol 6 No 1 (2025): AKM : Aksi Kepada Masyarakat Jurnal Pengabdian Kepada Masyarakat - Juli 2025
Publisher : Sekolah Tinggi Ekonomi dan Bisnis Syariah (STEBIS) Indo Global Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36908/akm.v6i1.1489

Abstract

Kegiatan pengabdian masyarakat ini bertujuan meningkatkan daya saing UMKM di Kecamatan Bantur, Kabupaten Malang, melalui pemanfaatan kecerdasan buatan (AI) dalam strategi branding digital. UMKM di Kecamatan Bantur, Kabupaten Malang, menghadapi tantangan serius berupa rendahnya literasi digital, dominasi strategi pemasaran konvensional, serta lemahnya kapasitas manajerial. Berdasarkan survei awal terhadap 30 pelaku usaha, 87% di antaranya belum pernah menggunakan platform digital untuk branding, dan 92% masih mengandalkan pemasaran dari mulut ke mulut. Menanggapi permasalahan tersebut, kegiatan pengabdian ini dirancang untuk meningkatkan kompetensi branding digital melalui pemanfaatan kecerdasan buatan (AI). Sebanyak 25 pemilik UMKM mengikuti pelatihan intensif yang mencakup penggunaan ChatGPT untuk pembuatan brand story, Canva AI untuk desain visual, serta Pictory AI dan Lumen5 untuk produksi konten video promosi. Hasil evaluasi pasca-pelatihan menunjukkan bahwa 80% peserta mengalami peningkatan signifikan dalam keterampilan branding digital, dan 65% mampu memproduksi konten secara mandiri. Selain itu, program ini meningkatkan kesadaran peserta terhadap pentingnya perlindungan Hak Kekayaan Intelektual (HaKI). Temuan ini membuktikan bahwa integrasi teknologi AI dalam strategi branding UMKM desa merupakan pendekatan yang efektif, adaptif, dan berkelanjutan dalam mendorong transformasi ekonomi lokal
Strategi Pengembangan Bisnis Berbasis Ekonomi Kreatif: Studi Kasus UMKM Klaster Kuliner Jalan Pulosari dan Jalan Kawi Kota Malang Manus, Victorio Chipta Gregory; Pangestu, Witjaksono Adi; Winarno, Agung; Rahayu, Wening Patmi
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 4 No. 2 (2025): Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v4i2.3429

Abstract

Although business development is a concept that has been applied in entrepreneurial practice, academic attention to its dynamics in the context of micro-enterprises is still very limited. This study aims to explore the core strategies in culinary UMKM business development and the challenges, by taking a case study of the culinary clusters on Jalan Pulosari and Jalan Kawi in Malang City. Through a qualitative approach with in-depth interviews with 30 micro-enterprises, this study identified three core business development activities that focus on utilizing business resources, as well as three supporting activities that function to secure and organize these resources. This finding indicate that all business development activities are centered on three main practices: leveraging, securing, and organizing resources, as explained in the resource-based view framework. In addition, this study reveals three contextual factors that influence UMKM development strategies: business sector, company age, and involvement in local business incubators. The theoretical contribution of this study lies in the development of a new conceptualization of business development in the microenterprise sector, which forms the majority of the global economic structure, but often fails to embark on a sustainable growth path. Practical implications are also offered, including strategies for time management and strengthening managerial capacity in response to perceived resource constraints. This study also proposes a further research agenda to explore the dynamics of business development in UMKM with more diverse qualities and contexts.
Manajemen Sumber Daya Manusia (SDM) dan Kewirausahaan Ramadhani, Aulia; Umagapi, Dara Anindya Putri; Rachman, Tutut Arif; Rahayu, Wening Patmi; Winarno, Agung
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 4 No. 1 (2025): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v4i1.3221

Abstract

Managing human resources and entrepreneurship are two crucial components of any successful organization. Human resources management focuses on recruiting, training, and retaining employees to ensure they can perform their job duties effectively. On the other hand, entrepreneurship involves the creation and development of new business ventures, products, or services. Both areas play a significant role in the overall success and growth of a company. In this paper, we will explore the intersection of human resources management and entrepreneurship, examining how these two disciplines can work together to drive innovation and organizational success. By leveraging the expertise and creativity of both HR professionals and entrepreneurs, companies can cultivate a culture of innovation and adaptability. This collaboration can lead to the development of cutting-edge products and services, as well as the implementation of forward-thinking HR practices that attract and retain top talent. However, integrating HR and entrepreneurship may also present challenges, such as balancing risk-taking with employee well-being and ensuring that organizational goals align with individual aspirations. Despite these obstacles, the potential benefits of combining these disciplines are vast, offering companies a strategic advantage in today's competitive business landscape.
Pola Pikir, Karakter, dan Motivasi sebagai Penentu Keberhasilan Wirausaha Ibrahim, Muhammad Maulana; Utami, Rizki Amalia; Rahayu, Wening Patmi; Winarno, Agung
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 4 No. 2 (2025): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v4i2.3407

Abstract

Entrepreneurship plays a significant role in global economic growth. However, not all entrepreneurs achieve success. This study aims to deeply examine the mindset and character that serve as the fundamental basis for entrepreneurial success, as well as the influencing factors and strategies for fostering these qualities based on a literature review. Through a literature review method, it was found that successful entrepreneurs possess a growth mindset, are solution-oriented, and adaptive, supported by specific thinking methods like BETSCA (Bricolage, Effectuation, Think Structurally, Cognitive Adaptability). Furthermore, key characters such as commitment, creativity, resilience, risk-taking propensity, and networking ability are crucial elements. The study also identified various driving factors and types of motivation (intrinsic-extrinsic) in entrepreneurship. Another important finding is that the entrepreneurial spirit and character can be learned and developed through personal commitment, a supportive environment, education, and continuous learning processes. The conclusion of this study asserts that the combination of the right mindset and strong character, along with the ability to continuously develop both, is essential for increasing the chances of success in the world of entrepreneurship.
Transformasi Bisnis Berkelanjutan Melalui Model Sustainability-Led Innovation (SLI): Pendekatan Strategis Dalam Keunggulan Kompetitif Puspitasari, Ranny Fitria; Damayanti, Vidya; Rahayu, Wening Patmi; Winarno, Agung
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 4 No. 2 (2025): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v4i2.3430

Abstract

Sustainable business transformation has become a cornerstone of modern corporate strategy in addressing environmental, social, and economic challenges. The Sustainability-Led Innovation (SLI) approach provides an innovation framework that embeds sustainability principles into business models, fostering organizational adaptability and long-term value creation. This study aims to (1) identify the mechanisms for integrating SLI into sustainable business models, (2) evaluate SLI’s contribution to competitive advantage, and (3) analyze the development of dynamic capabilities to support sustainability initiatives. By combining the Sustainability-Driven Business Model Innovation (SBMI), Dynamic Capability Theory (DCT), and Triple Bottom Line (TBL) frameworks, this qualitative research utilizes in-depth interviews and document analysis of culinary SMEs in Malang. Findings reveal that organizations adopting SLI achieve higher operational efficiency, respond more agilely to regulatory changes, and attract stronger consumer loyalty. These insights underscore the necessity of embedding sustainable innovation strategies into long-term business planning to secure resilient competitive advantage.
Pengembangan Manajemen Skill pada Wirausaha Lokal: Studi Kasus UMKM Bu Umar Cake Huda, Achmad Nuril; Hamdani, Umar; Rahayu, Wening Patmi; Winarno, Agung
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 4 No. 2 (2025): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v4i2.3467

Abstract

This paper provides a comprehensive examination of the concept and implementation of skill management as a cohesive set of competencies encompassing technical, interpersonal, conceptual, and strategic skills within organizational and entrepreneurial contexts. The background highlights the critical role of skill management in addressing the challenges posed by a highly competitive and rapidly evolving business environment, where mastery of these competencies determines both individual and organizational effectiveness in planning, organizing, leading, and controlling resources to achieve collective objectives. Grounded in a literature review of seminal works by Robbins & Coulter, Katz, Drucker, Mintzberg, Armstrong, and Barney & Hesterly, this study adopts a structured approach that covers definitions, classification of skill types, their roles in organizations, development strategies, implementation challenges, and applications in entrepreneurship. The findings indicate that: (1) technical, human, and conceptual skills are complementary across different managerial levels; (2) skill development requires a blend of formal education, field practice, mentorship, and technology utilization; (3) primary challenges include technological adaptation, complexity of decision-making, and limitations in training resources; and (4) in entrepreneurial ventures, effective skill management is fundamental to planning, finance, human resources, innovation, and communication. In conclusion, skill management should not be viewed as a static competency but as a strategic asset that must be continuously enhanced through lifelong learning, enabling both individuals and organizations to sustain growth and resilience in the era of globalization and digital transformation.
Co-Authors Abdul Fattah, Fuad Abyan Farras Putra Agus Hermawan Agustin, Resty Amat Mukhadis Aminuyati Anam, Hoirul Ananta, Shahrul Dwi Andaryanto Andaryanto, Andaryanto Andika Bagus Nur Rahma Putra, Andika Bagus Nur Rahma Andryan, Dwi Antara, Radittya Mahasputra Arsadi, Arsadi Artino, Bhernanda Tri Mulia Aziza Putri Arum, Dewi Puspa Arumsari, Oktaviani Putri Dita Ashari, Regita Niken Asrizal Aulia Ramadhani Azhar Ahmad Smaragdina Budi Eko Soetjipto Budiono , Sunarto Christianadi, Januar Ika Damayanti, Erin Alida Damayanti, Vidya Desti Nur Aini, Desti Nur Devi, Shinta Prasetia Dian Ariestadi Distina, Cahya Dyah Arini Rudiningtyas Dyan, Ariska Edi Irawan Ely Siswanto Esvanti, Mirza Evi Susanti Faisal Muhammad, Faisal Fatima, Arlindo Do Ceo Fauji, Diah Ayu Septi Fauziyah, Rizma Fikri Munif Nashrullah Firda Meisaroh Fitriani, Nur Afika Fitriyah Fitriyah Fuad Indra Kusuma Fulgentius Danardana Murwani Gleydis Harwida Gunartin Gunartin Habibi, M. Mujtaba Hamdani, Umar Haribowo, Siget Fitrianto HASANAH, RAHMATUL Heny Kusdiyanti, Heny Heri Pratikno Heri Pratikto Huda, Achmad Nuril I Nyoman Suputra Ibrahim, Muhammad Maulana Ichwanto, M. Aris Ihsan, Abdul Mu’iz Ihsan Iklila Amiroh Ima Oktavia, Anastasya Putri Imam Bukhori Imam Sanusi, Imam Iva Khoiril Mala Jeni, Ken Bening Jiwa Jiwa Jeni, Ken Bening Josafat Gracia Ginting Jovan Hilmansyah Rantepadang Karim, Nurfadilah Khalil, Mohammad Khoiril Mala, Iva Kholifah, Leli Khusnia, Rif’atul Kiong, Tee Tze Laksono, Andi Lango, Rikardus Kurnia Luthfi Alif Utama, Muhammad M. Cholid Mawardi Madziatul Churiyah Mafatikul Huda, Muhammad Rifqi Mahardhika, Early Harison Mahbub Romdlon Muhammad Manus, Victorio Chipta Gregory Maroeto Maroeto Maroeto Masula, Fariham Melisa Surya Andini Mitasari, Ratna Mohammad Musthofa Al Ansyorie Mohd Salleh, Norlida Hanim Muhammad Aris Ichwanto Mukti, Teguh Lingga Murdiono, Ahmad Nadia, Desy Nafisah, A’isy Fikli Nahdi, Moehammad Robith Nidhom, Ahmad Mursyidun Novianti Novianti Novilia, Evita Nugraha, Diki Egie Nurika Restuningdiah Nursabrina, Zata Yumni Subhati Oktavia Sulistina Pangestu, Witjaksono Adi Patmi, Wening Prabowo, Stanley Prilatama, Aris Prista, Dynda Priyadarshini, Rossyda Puji Handayati Purnomo, Irfan Agung Puspasari, Shafa’ Annisa Puspitasari, Dewi Sinta Puspitasari, Ranny Fitria putri sabella, valma Putri, Naja Jessyka Maulani Rachmad Hidayat Rachman, Tutut Arif Rahman, Amalia Arifah Ramadhani, Bima Ramantyo, Rachmad Nurofiq Retnaningsih, Prihatini Retno Wulandari Rini, Diah Ayu Sulistio Rohmah, Yaumi Rohmanulloh, Arif Safitri, Heida Ifkari Salsabila, Unik Hanifah sani, fitria earlike anwar Saputra, Muhamad Ajye Sary, Intan Umull Magfira Setyawati, Ira Setyohadi Shoib, Abdullah As Subagyo Subagyo Subagyo Sudarmiatin Sunyoto, Agus Bambang Sutantri Suyowanto, Suyowanto Syafitri, Dinda Syamsiar, Syamsiar Tanaya, Alexandra Neovita Tani, Lukas Gredyansyah Tasnim Nikmatullah Realita Tri Amukti, Fajar Dio Wahyu Trisetia Wijijayanti Tuwoso Umagapi, Dara Anindya Putri Umar, Haniatur Rofiqoh Utami, Rizki Amalia Vebriansyah, Dwi Andre Wahyu Santoso Wardanu, Aditya Putra Wening Patmi Rahayu Wibowo, IG. Jarot Febri Setyo Yahya, Khoirul Yandi, Andri Yasari, Niluh Komang Kusuma Yudhistira, Chrisnanda Iqbal Yuli Agustina, Yuli Yuli Soesetio Yulian Muzakki Z, Zulfan Zulkarnaen