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All Journal Jurnal Kewirausahaan dan Bisnis
Ratna Devi Sakuntalawati
Department of Sociology, Faculty of Social Science and Political Science, Universitas Sebelas Maret, Surakarta (SINTA ID: 6655141)
Social Sciences

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Aktivitas Branding Pada Pelaku UMKM Solo Art Market Ratna Devi Sakuntalawati; Susantiningrum Susantiningrum; Nur Rahmi Akbarini; Dyah Yuni Kurniawati; Salman Alfarisy Totalia
Jurnal Kewirausahaan dan Bisnis Vol 29, No 2 (2024): December
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkb.v29i2.83400

Abstract

A brand is an essential element for marketing success, but MSMEs need to pay more attention to the quality of their brand. On average, they only pursue profits without paying attention to essential perceptions so that consumers always remember the product brand. Apart from that, implementing the branding strategy could have been more optimal, causing brand loyalty to be shallow. This branding condition is very different if you look at the branding function, which can be used for promotion, attraction, product image and market control. This gap raises questions about branding activities carried out by MSME actors. The research aims to identify branding activities carried out by MSME actors. A quantitative descriptive research method was used to achieve the research objectives, with a sample of all MSME actors taken by the census, totalling 90 respondents. The collection technique uses a questionnaire. The research location is Solo Art Market (SAM). The research results show that most MSMEs in SAM carry out branding activities. The targeted output is the identification of branding activities of SAM MSME actors. This is necessary to maximize sales.Keywords: brand; branding activities; MSMEs; Solo Art Market
Business Activities Based on Business Model Canvas in Importance of Tourism Village Ratna Devi Sakuntalawati; Isyadul Ibad
Jurnal Kewirausahaan dan Bisnis Vol 29, No 1 (2024): June
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkb.v29i1.83395

Abstract

The business activities in Pentingsari tourism village have yet to maximize profits for the village community fully. This research aims to develop a business activity model based on the Business Model Canvas (BMC) to enhance tourism management. Utilizing David Clark's capability theory, the study employs a quantitative approach, survey methods, and explanatory research. A census of 127 heads of households was conducted as respondents. Four variables are examined: two exogenous and two endogenous, analyzed through path analysis. Path coefficients were estimated using regression statistics with SPSS 25. The findings indicate that community empowerment in tourism management (X1) significantly influences the level of business activity (Y2) through collaboration among business actors (Y1), with a path coefficient of 0.734, supporting the hypothesis (Ha). Additionally, achieving aspirations related to welfare (X2) impacts the level of business activity (Y2) via cooperation between business actors (Y1), with a path coefficient of 0.703, also supporting the hypothesis (Ha). Consequently, a business activity model based on the BMC was established. In conclusion, enhancing business activities in Pentingsari tourism village is contingent upon community empowerment in tourism management and achieving community welfare aspirations facilitated through collaborative efforts among business actors.Keywords: achievement aspirations; business activity; BMC; community empowerment; tourism villages
Service Blueprint Pelayanan Wisata Edukasi, Desa Wisata Batik Pilang Ratna Devi Sakuntalawati; Susantiningrum Susantiningrum; Nur Rahmi Akbarini; Dyah Yuni Kurniawati
Jurnal Kewirausahaan dan Bisnis Vol 28, No 2 (2023): December
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkb.v28i2.67010

Abstract

BUMDes Pilang Berdikari telah menetapkan paket wisata edukasi dan  perlengkapan yang belum mampu mendorong terselenggaranya kepariwisataan. Hal ini disebabkan karena diperlukan alur pelayanan pariwisata komprehensif, yang dapat digambarkan sebagai service blueprint. Sampai saat ini, belum dikaji terkait alur pelayanan pengunjung dan service blueprint yang dibutuhkan sebagai pedoman BUMDes dalam melakukan pelayanan wisatawan. Tujuan penelitian ini untuk mewujudkan skema service blueprint wisata edukasi yang mencakup layanan paket wisata untuk TK, SD, SMP, SMA, dan umum. Metode yang digunakan adalah action riset dengan melakukan workshop proses alur layanan wisata, workshop persiapan service blueprint, serta FGD untuk mengidentifikasi alur proses pelayanan pariwisata, dan mengidentifikasi titik-titik rawan kegagalan serta menyusun service blueprint. Pada workshop I, dikaji mengenai alur proses layanan wisata edukasi dan identifikasi titik rawan gagal dalam layanan, dilanjutkan FGD identifikasi. Pada workshop II dikaji tentang penyusunan service blueprint pelayanan wisata edukasi, dilanjutkan FGD penyusunan. Workshop diawali  dengan pre-test dan diakhiri dengan post-test. Hasil penelitian ini, peserta dapat mengetahui materi yang diberikan dalam workshop. Setelah dilakukan FGD identifikasi, peserta dapat membuat diagram dan menyusun service blueprint. Tersusun 2 skema service blueprint untuk paket wisata edukasi pelajar TK, SD dan paket wisata edukasi pelajar SMP, SMA, Mahasiswa dan umum.Kata kunci: BUMDes; service blueprint; workshop
Co-Authors Akbarini, Nur Rahmi Dyah Yuni Kurniawati Dyah Yuni Kurniawati Isyadul Ibad Nur Rahmi Akbarini Salman Alfarisy Totalia Susantiningrum