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PELATIHAN PEMASARAN : UPAYA PENINGKATAN PEMASARAN DAN NILAI MEREK (BRAND VALUE) KLASTER BATIK LAWEYAN MELALUI PENERAPAN PROGRAM BRANDING HERITAGE TULUS HARYONO; TETUKO RAWIDYO PUTRO; CATUR SUGIARTO; PRAM SURYANADI; RETNO TANDING; SURYANDARI SURYANDARI; HARYANTO HARYANTO; CHRISTIYANINGSIH BUDIWATI
Jurnal Bisnis dan Manajemen (Journal of Business and Management) Vol 19, No 2 (2019)
Publisher : Magister Manajemen Fakultas Ekonomi dan Bisnis UNS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jbm.v19i2.45260

The introduction of the concept of brand heritage in the Batik Industry in Kampung Batik Laweyan is intended to help local batik entrepreneurs in Kampung Batik Laweyan to maintain and preserve the uniqueness of their experiences and history, especially the Laweyan Batik tradition. Marketing training activities by introducing the concept of Brand Heritage are intended not only to raise awareness of the importance of strengthening brand identity through the concept of Brand Heritage but also to preserve Cultural Heritage.The Laweyan Batik Industry has existed even before Surakarta as the capital of the Mataram kingdom of Surakarta where most of the residents of the Laweyan area have been batik craftsmen since ancient times. Laweyan batik motifs are very diverse and are well known in the community. This community service activity involves batik entrepreneurs in the Laweyan batik village as well as employees who work at Batik Gress Tenan, Laweyan. Employees and employees who work at Batik Gress Tenan are given insight and understanding of the importance of the company and employees in maintaining the Brand Heritage of its products and maintaining the Cultural Heritage of Kampung Batik Laweyan so that it remains attractive and a strong identity to continue to exist and develop. Keywords: Brand Heritage, Cultural Heritage, Tradition, History.

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator Yanti Agustina; Retno Tanding Suryandari; Erghana Kanza Kirana
Khazanah Sosial Vol 4, No 4 (2022): Khazanah Sosial Vol 4, No 4 December 2022
Publisher : UIN Sunan Gunung Djati

The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase intention. The research sample was 200 respondents and it was selected using a nonprobability sampling technique and using a purposive sampling technique with the research sample criteria being people who follow the XXX celebrity Instagram social media account for at least 3 months, are female and have Instagram social media. Data were collected by questionnaire, distributed online, and analyzed using a structural equation model (SEM) with partial least squares (PLS) as the method. The results showed that celebrity endorsement did not have a positive and significant effect on consumer engagement, but had a positive and significant effect on brand loyalty and purchase intention. Consumer engagement and brand loyalty have a positive and significant effect on purchase intention. The moderating effect shows that negative publication has no effect on the relationship between celebrity endorsement and purchase intention.

PENERAPAN TEKNOLOGI DAN STRATEGI PEMASARAN PRODUK MADU KLANCENG PADA KELOMPOK TANI HUTAN (KTH) LEBAH BROMO DI KHDTK GUNUNG BROMO JAWA TENGAH catur sugiarto; Tulus Haryono; Retno Tanding Suryandari; Pram Suryanadi
Habitus : Jurnal Pendidikan, Sosiologi, dan Antropologi Vol 7, No 1 (2023): Habitus: Jurnal Pendidikan, Sosiologi, dan Antropologi
Publisher : Program Studi Pendidikan Soiologi Antropologi, FKIP-UNS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/habitus.v7i1.70427

AbstrakProgram pengabdian masyarakat ini disusun dalam rangka meningkatkan manajemen bisnis dan pemasaran UMKM madu Klanceng pada Kelompok Tani (KTH) Lebah Bromo, KHDTK Gunung Bromo UNS. Tujuan akhir yang akan dicapai adalah efektivitas dalam pengelolaan bisnis serta peningkatan wawasan pengembangan produktivitas ternak lebah. Mengingat manfaat jenis Madu Klanceng yang sangat tinggi serta permintaan pasar akan produk kesehatan, maka produk Madu Klanceng memiliki potensi yang sangat baik untuk dikembangkan. Permasalahan yang dihadapi oleh mitra berdasarkan hasil observasi antara lain terkait perlunya peningkatan produksi lebah Klanceng dan pengetahuan pemasaran yang perlu ditingkatkan. Melalui program ini diharap terjadi peningkatan pemahaman peningkatan produksi madu dan peningkatan pemahaman pelaku usaha terhadap manajemen bisnis dan strategi pemasaran yang efektif.Kata Kunci: Madu Klanceng, Ternak Lebah, Pemasaran, Produksi MaduÂ AbstractThis community service program was structured in order to improve business management and marketing of Klanceng honey SMEs at the Bromo Bee Farmers Group, KHDTK Mount Bromo UNS. The final goal to be achieved is effectiveness in managing the business and increasing insight into the development of beekeeping productivity. Considering the very high benefits of this type of Klanceng Honey and the market demand for health products, the Klanceng Honey product has very good potential to be developed. The problems faced by partners based on observations include the need to increase Klanceng bee production and marketing knowledge that needs to be improved. Through this program it is hoped that there will be an increase in understanding of increasing honey production and an increase in the understanding of business actors regarding effective business management and marketing strategies.Keywords: Klanceng Honey, Bee, Marketing, Honey Production

Navigating entrepreneurial terrain: The role of technology readiness and gender in shaping intentions Haryanto, Haryanto; Haryono, Tulus; Tanding Suryandari, Retno; Sugiarto, Catur; Suryanadi, Pram; Rawidyo Putro, Tetuko; Budiwati, Christiyaningsih
Journal of Innovation in Business and Economics Vol. 7 No. 01 (2023): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v7i01.28154

The pervasive influence of information technology across various life sectors, particularly in the business realm, has prompted this study to investigate the impact of technology readiness on entrepreneurial intentions within a student context. A purposive sampling method was employed to select a sample comprising 213 college students, and Structural Equation Modeling (SEM) was utilized to assess the interrelationships among the study's constructed variables. The findings underscore the significant impact of technology readiness on attitudes, which, in turn, plays a pivotal role in shaping entrepreneurial intentions. Furthermore, the research highlights the influential roles of subjective norms and perceived behavioral control in the formation of entrepreneurial intentions. Conversely, results from the Multi-Group Analysis (MGA) do not support the gender variable as a moderating factor. However, a noteworthy revelation emerges from the bootstrapping analysis, unveiling gender-based differences in the influence of subjective norm variables on entrepreneurial intentions when comparing male and female groups.

Beyond Clicks: Enhancing Live Shopping Experiences with Visual Appeal, Social Support, and Purchase Intent Sparks Batara, Lisa Charisa; Suryandari, Retno Tanding; Suryanadi, Pram; Sugiarto, Catur
APMBA (Asia Pacific Management and Business Application) Vol 13, No 1 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.01.3

This research delves into the intricate dynamics of consumer behavior on social commerce platforms, emphasizing the connections between visual appeal, customer involvement, hedonic value, social support, and buy intention. A positive link between visual appeal and hedonic value (t = 3.980, p < 0.001) is revealed by our analysis of 249 respondents' data using SmartPLS 3, highlighting the critical role that visually appealing information plays in piquing consumers' interest and encouraging participation. Furthermore, we emphasize the role that social support plays in determining customer engagement (t = 5.067, p < 0.001) and hedonic value (t = 3.134, p = 0.002), demonstrating the necessity of establishing social ties in online shopping settings. Our study found that hedonic value had a substantial impact on purchase intention (t = 7.672, p < 0.001), indicating that emotional fulfillment is an important factor in consumer decision-making. We also find a strong association between customer engagement and purchase intention (t = 3.372, p = 0.001), indicating that actively engaging customers in brand experiences enhances their likelihood of making a purchase.

PENGEMBANGAN PEMBELAJARAN PERLINDUNGAN DIRI PADA ANAK ATAS KASUS KEKERASAN SEKSUAL DI KB DAN RA PERMATA HATI JEBRES Sugiarto, Catur; Suryanadi, Pram; Suryandari, Retno Tanding; Auliarahman, Lutfi; Oktaviana, Anggerka Harum
DedikasiMU : Journal of Community Service Vol 6 No 4 (2024): Desember
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/dedikasimu.v6i4.8392

Masa anak usia dini merupakan masa keemasan dimana di masa ini otak anak mengalami perkembangan paling cepat. Pada masa ini anak-anak memiliki rasa ingin tahu yang tinggi terkait sesuatu sehingga jenjang pendidikan pertama harus dilaksanakan dengan baik dan benar. Salah satu kegiatan yang dapat dilakukan untuk meningkatkan pemahaman anak adalah edukasi dengan pendekatan holistik dalam memberikan pendidikan perlindungan diri bagi anak usia dini. Pendidikan perlindungan diri dilakukan untuk mencegah kekerasan seksual yang terjadi pada anak. Sasaran utama kekerasan seksual sering terjadi pada makhluk polos dan lugu yang dilakukan oleh oknum untuk berbuat jahat. Anak-anak merupakan makhluk polos dan lugu sehingga pembelajaran mengenai perlindungan diri pada anak sangat penting. Metode pembelajaran dilakukan dengan perpaduan sosialisasi, dongeng cerita, dan media mewarnai objek anggota tubuh serta menggandeng pihak ketiga yaitu Ksatria Anak. Hasil penelitian menunjukkan bahwa pembelajaran dengan pendekatan holistik mampu meningkatkan pemahaman anak-anak tentang batasan pribadi, langkah-langkah untuk melindungi diri, serta membantu orang tua dalam membimbing anak-anak terkait keamanan pribadi.

Integrated Marketing Communications as a Media to Increase Interest in Choosing a Private School Reno Moeliasari Widyaningrum; Retno Tanding Suryandari
International Journal of Economics Development Research (IJEDR) Vol. 4 No. 4 (2023): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.4838

This research aims to analyze the influence of integrated marketing communications (website, social media, advertising, public relations and direct marketing) on ??school image. As well as analyzing the influence of school image on interest in choosing a private school. The sample in this study was the parents of 320 students. The data analysis method used is PLS-SEM. This research found that the school website did not have a significant effect on the school's image. Meanwhile, the variables of social media, advertising, public relations and direct selling have a positive and significant effect on the school's image. Then the School Image has a positive and significant effect on interest in choosing a school. The results of the mediation analysis show that school image influences the relationship between IMC elements, namely social media, advertising, public relations and direct marketing, and interest in choosing a school. This research has limitations, namely that this study is limited in scope which has an impact on the generalization of the model in condition. Therefore, care is needed to pay attention to the profile of the background variables behind the test in order to avoid problems with the test results which result in errors in formulating the recommended management policies.

Optimalisasi UMKM Lidi Ngurupi di Kelurahan Gayamdompo melalui Digitalisasi Keuangan dan Peningkatan Pemasaran Suryandari, Retno Tanding; Sugiarto, Catur; Haryono, Tulus; Suryanadi, Pram; Batara, Lisa Charisa; Marlina, Revy Lidiya Oni
Jurnal IPTEK Bagi Masyarakat Vol 5 No 1 (2025)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/j-ibm.v5i1.1164

Low digital financial literacy, limited understanding of digital marketing strategies, and the absence of clear separation between personal and business finances are the main challenges faced by the partners in managing their businesses. This community service program aims to enhance digital financial recording skills, develop marketing capacity through social media and e-commerce platforms, and promote the adoption of financial separation practices to support professional and sustainable business management. The method consists of three main stages: (1) the initiation and socialization stage, which focuses on identifying and thoroughly understanding the problems, assessing the needs of the partners, and planning the program in detail; (2) the implementation stage, which involves training in financial record-keeping and the use of social media as a marketing tool; and (3) the evaluation and reflection stage to assess program effectiveness and provide feedback for continuous improvement. The results show an increase in MSME actors’ understanding of financial management and digital marketing, which has positively impacted business efficiency, market expansion, and strengthened the MSME’s role as a local economy actor rooted in culture. This program serves as an adaptive and sustainable empowerment model for MSMEs.

Beyond Clicks: Enhancing Live Shopping Experiences with Visual Appeal, Social Support, and Purchase Intent Sparks Batara, Lisa Charisa; Suryandari, Retno Tanding; Suryanadi, Pram; Sugiarto, Catur
APMBA (Asia Pacific Management and Business Application) Vol. 13 No. 1 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.01.3

This research delves into the intricate dynamics of consumer behavior on social commerce platforms, emphasizing the connections between visual appeal, customer involvement, hedonic value, social support, and buy intention. A positive link between visual appeal and hedonic value (t = 3.980, p < 0.001) is revealed by our analysis of 249 respondents' data using SmartPLS 3, highlighting the critical role that visually appealing information plays in piquing consumers' interest and encouraging participation. Furthermore, we emphasize the role that social support plays in determining customer engagement (t = 5.067, p < 0.001) and hedonic value (t = 3.134, p = 0.002), demonstrating the necessity of establishing social ties in online shopping settings. Our study found that hedonic value had a substantial impact on purchase intention (t = 7.672, p < 0.001), indicating that emotional fulfillment is an important factor in consumer decision-making. We also find a strong association between customer engagement and purchase intention (t = 3.372, p = 0.001), indicating that actively engaging customers in brand experiences enhances their likelihood of making a purchase.

Penerapan Hidroponik Vertikal sebagai Upaya Optimalisasi Lahan Padat Penduduk dengan Menciptakan Ruang Hijau di Kelurahan Setabelan, Surakarta Suryandari, Retno Tanding; Puspitaningtyas, Isnania; Pranata, Bintang Bangkit Putra; Wijayanto, Ardiansyah Rizaldy Putra; Maulana, Fahmi Firman; Derry, Ivan; Ashifa, Meyra Suci; Inugrahanti, Ranindya; Putri, Ratna Dwi Berliana
E-Dimas: Jurnal Pengabdian kepada Masyarakat Vol 15, No 1 (2024): E-DIMAS
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/e-dimas.v15i1.18573

Dewasa ini, bercocok tanam merupakan kegiatan yang sudah awam dilakukan masyarakat untuk memenuhi kebutuhan hidup. Hidroponik merupakan metode tanam yang memanfaatkan air sebagai media tanam pengganti tanah. Pemanfaatan air dimaksimalkan dengan penambahan nutrisi untuk memperkaya kandungan zat hara pada media tanam. Metode hidroponik memiliki kelebihan tidak memerlukan lahan yang luas karena bisa diletakkan di berbagai area dan mudah dipindah tempat menyesuaikan ketersediaan lahan. Hal tersebut cocok dengan kondisi lingkungan Kelurahan Setabelan yang berada di wilayah kota dengan lahan padat penduduk sehingga lahan tanam yang tersedia sangat terbatas. Program Penerapan Hidroponik Vertikal sebagai Upaya Optimalisasi Lahan Padat Penduduk dengan Menciptakan Ruang Hijau di Kelurahan Setabelan dilaksanakan sebagai salah satu upaya pelestarian lingkungan hidup dan sarana untuk menciptakan ladang usaha baru bagi masyarakat. Selain sebagai konsumsi pribadi, hasil produksi hidroponik juga dapat dikomersialisasikan. Jenis sistem hidroponik yang digunakan adalah sistem NFT yang menggunakan kain flanel sebagai medium transfer nutrisi ke tanaman. Peserta dari KWT Jogobayan dan Karang Taruna Pringgading sangat antusias mengikuti penyuluhan karena telah diberi wadah bagi masyarakat untuk belajar mengenai metode bertanam hidroponik.Â

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