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All Journal LaGeografiA Jurnal Syntax Imperatif : Jurnal Ilmu Sosial dan Pendidikan Indonesian Journal of Business and Management Journal Economic Business Innovation
Dian Putri, Dian
Telkom University
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Marketing Strategy of Oyster Mushroom (Pleurotus Ostreatus) in Maritengngae District, Sidenreng Rappang Regency (Case Study of Independent Mushroom Business) Putri, Dian; Nurhapsa, Nurhapsa; Sriwahyuningsih, A. Erna
LaGeografia Vol 20, No 1 (2021): October
Publisher : UNIVERSITAS NEGERI MAKASSAR

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (685.99 KB) | DOI: 10.35580/lageografia.v20i1.24058

Abstract

The purpose of this study was to determine the internal (strengths and weaknesses) and external (opportunities and threats) factors in Mandiri Mushroom’s business and to determine the right strategy for marketing oyster mushrooms in Mandiri Mushroom business. The analysis method used is the SWOT analysis. The result showed that internal and external factors based on weighting and rating obtained scores for the main strength factor in this Mandiri Mushrooms business werw the good quality of oyster mushrooms and the weakness namely the lack of venture capital. Meanwhile, the most supportive opportunity factor for marketing in this business is that it can compete with other oyster mushroom businesses and the threat factor that will be faced is the presence of pests that cause oyster mushrooms to not develop properly. The strategy that should be applied to this Mandiri Mushroom business based on the SWOT matrix is the Strengths-Opportunities (S-O) strategy, which is to try to use its main strengths to maintain the quality of oyster mushrooms so that they get the main opportunity, which is to compete with other oyster mushrooms businesses.
PERAN MEDIA SOSIAL DALAM MEMBANGUN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN Putri, Dian; Mardjuni, Sukmawati; Mane, A. Arifuddin
Indonesian Journal of Business and Management Vol. 6 No. 1 (2023): Indonesian Journal of Business and Management, Desember 2023
Publisher : Postgraduate Bosowa University Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35965/jbm.v6i1.3804

Abstract

Penelitian bertujuan untuk mengetahui, menguji, dan mengidentifikasi pengaruh dimensi media sosial yaitu entertainment, interaction, dan customization terhadap brand awareness dan bagaimana perannya terhadap keputusan mahasiswa baru Universitas Bosowa tahun 2022 memilih Universitas Bosowa sebagai kampus pilihannya yang diuji baik pengaruh secara langsung maupun pengaruh tidak langsung atau melalui variabel antara. Untuk mencapai tujuan tersebut, digunakan teknik pengumpulan data melalui penyebaran kuesioner kepada 93 sampel penelitian dari total 1.882 populasi. Teknik analisa data tersebut menggunakan analisis SEM PLS. Hasil penelitian menunjukan bahwa indikator dari dimensi media sosial yang terbagi menjadi 3 variabel memiliki pengaruh signifikan terhadap brand awareness juga brand awareness secara langsung memiliki nilai signifikan positif kepada keputusan mahasiswa baru Universitas Bosowa tahun 2022 memilih Universitas Bosowa sebagai kampus pilihannya. Nilai tersebut berada di bawah nilai <0,05 sehingga dalam pengujian hipotesis 8 indikator tersebut dianalisa memiliki pengaruh signifikan dan positif. Namun dari keseluruhan hipotesis sejumlah 9, 1 diantaranya tidak memiliki pengaruh signifikan terhadap variabel Y yaitu customization tidak berpengaruh signifikan secara langsung dalam pengambilan keputusan mahasiswa baru Universitas Bosowa tahun 2022 memilih Universitas Bosowa. This study aimed to recognize, examine and identify the influence of social media such as entertainment, interaction and customization toward to brand awareness and how the role plays to the new students decision at Bosowa University in the years of 2022 on deciding Bosowa University as the campus of choice examined for both direct  or indirect influence or through mediator variable. In order to achieve the goal, the researcher used technic of collecting data by distributing questionnaires to 93 samples from 1,882 populations. The analysis technique used SEM PLS analysis. The result of this study showed the indicators of social media which divided into three variables has significant influence toward brand awareness and brand awareness has significant positive value in making decision of new students Bosowa University in the years of 2022.
Strategi Pemasaran Digital Untuk Menembus Pasar Nasional di UMKM Bumbu Rujak Manis Cak Mimin Surabaya Putri, Dian; Septiawan, Bambang
JURNAL SYNTAX IMPERATIF : Jurnal Ilmu Sosial dan Pendidikan Vol. 5 No. 2 (2024): Jurnal Syntax Imperatif: Jurnal Ilmu Sosial dan Pendidikan
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntaximperatif.v5i2.405

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) Bumbu Rujak Manis Cak Mimin Surabaya merupakan UMKM yang memproduksi dan memasarkan bumbu rujak manis khas Surabaya. UMKM ini memiliki potensi besar untuk menembus pasar nasional, namun masih terkendala oleh strategi pemasaran yang belum optimal. Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang tepat untuk menembus pasar nasional di UMKM Bumbu Rujak Manis Cak Mimin Surabaya. Metode penelitian yang digunakan adalah penelitian kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam dengan pemilik UMKM, analisis website dan media sosial UMKM, serta observasi lapangan. Hasil penelitian menunjukkan bahwa UMKM Bumbu Rujak Manis Cak Mimin Surabaya masih menggunakan strategi pemasaran tradisional yang belum optimal untuk menjangkau pasar nasional.
Choosing as a Freelancer: What should Gen Z prepare for? Putri, Dian; Arifianto, Chandra
Journal Economic Business Innovation Vol. 1 No. 3 (2024): October
Publisher : Inovasi Analisis Data

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69725/jebi.v1i3.95

Abstract

Purpose: This study aims to explore the factors influencing Generation Z’s decision to pursue a career as freelancers, particularly focusing on student workers. The research seeks to understand the reasons behind their career choices and assess their readiness for freelancing as a career path.Method: The study employs a descriptive quantitative research design, utilizing a survey method. The population consists of 45 respondents working as freelancers at PT Melia Sehat Sejahtera in Jakarta. Data collection was conducted through a questionnaire adapted from the Career Decision-Making Difficulties Questionnaire (CDDQ). The data were analyzed using simple calculations with Likert scoring.Findings: The results indicate that Generation Z prioritizes immediacy in their career decisions, viewing freelancing as a practical solution to current challenges and a personal choice aligned with their individual needs and preferences. The findings highlight the importance of flexibility and independence in their career readiness.Novelty: This study contributes to the limited literature on Generation Z’s career choices, particularly in freelancing, by providing empirical insights into the motivations and readiness of student workers entering the freelance market.Implications: The results have implications for career development programs and policy-makers, offering valuable information for creating strategies that support Generation Z in their transition to freelance careers. Understanding these factors is crucial for developing training and resources to enhance their career preparedness.
Co-Authors Arifianto, Chandra Mane, A. Arifuddin Nurhapsa Septiawan, Bambang Sriwahyuningsih, A. Erna Sukmawati Mardjuni, Sukmawati