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All Journal Jurnal Ekonomi Journal The Winners Binus Business Review Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Ilmiah Edunomika (JIE) Budimas : Jurnal Pengabdian Masyarakat Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Prosiding Seri Seminar Nasional Journal of Sustainable Community Service International Journal of Management Science and Application Jurnal Serina Ekonomi dan Bisnis Jurnal Serina Abdimas
M. Tony Nawawi
Fakultas Ekonomi & Bisnis Universitas Tarumanagara Jakarta Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Public Health Social Sciences Veterinary Other

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PENGEMBANGAN PERENCANAAN STRATEGI BISNIS PADA UKM DI KOTA TANGERANG Nawawi, M. Tony; Darryl; Dinata, Jennifer
Jurnal Serina Abdimas Vol 1 No 1 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v1i1.23850

Abstract

Development Business planning is very important for an entrepreneur to maintain the continuity of his business, through the development of a business strategy he can provide solutions for his business operations in the future. A business is said to be successful or successful if the business has a measurable business planning strategy. This PKM activity aims to help Home Businesses (SMEs) understand the importance of developing a business planning strategy in running a business. The PKM Partners are Home Businesses engaged in the used basket business which is processed into various types of functions for households. In terms of implementing a partner's business, it requires the development of a business planning strategy, especially in maintaining business sustainability, but partners face problems in developing an optimal business plan strategy. This is due to the lack of partner knowledge about what partners should know in the business plan. For this reason, PKM activities aim to help partners increase partner knowledge in terms of optimally introducing business plan strategies. The method offered in this activity is offline training/socialization. Materials that will be delivered include: introduction to strategy, benefits of business plans, business plan formats and others. Through this activity, it is hoped that problems that arise in the partner's business will be resolved, and partners can understand the importance of a business plan strategy in running a business. Pengembangan Perencanaan bisnis sangat penting bagi seorang pengusaha untuk menjaga kelangsungan bisnisnya, melalui pengembangan strategi bisnis dapat memberikan solusi operasional bisnisnya di masa yang akan datang. Sebuah Bisnis dibilang berhasil atau sukses bilamana, bisnisnya memiliki strategi perencanaan bisnis yang terukur. Kegiatan PKM kali ini bertujuan untuk membantu Usaha Rumahan (UKM) memahami pentingnya Pengembangan strategi perencanaan bisnis dalam menjalankan suatu bisnisnya. Adapun Mitra PKM ini adalah Usaha Rumahan bergerak pada usaha keranjang bekas yang diolah menjadi berbagai jenis fungsi untuk Rumah tangga. Dalam hal pelaksanaan usaha mitra memerlukan pengembangan strategi perencanaan bisnis terutama dalam menjaga keberlanjutan usaha, namun mitra menghadapi permasalahan dalam pengembangan strategi rencana bisnis secara optimal. Hal ini dikarenakan minimnya pengetahuan mitra tentang hal yang harus diketahui mitra dalam rencana bisnis. Untuk itu kegiatan PKM bertujuan membantu mitra meningkatkan pengetahuan mitra dalam hal pengenalan strategi rencana bisnis secara optimal . Metode yang ditawarkan pada kegiatan ini adalah pelatihan/sosialisasi secara luring. Materi yang akan disampaikan meliputi:pengenalan strategi, manfaat rencana bisnis, format rencana bisnis dan lainnya. Melalui kegiatan ini diharapkan, masalah yang muncul pada usaha mitra akan teratasi, mitra dapat memahami pentingnya strategi rencana bisnis dalam menjalankan usaha.
PENGEMBANGAN STRATEGI BISNIS UMKM PENGRAJIN TAS DI KUNCIRAN INDAH, KOTA TANGERANG Nawawi, M. Tony; Darryl; Said Ashadi Cahyadi
Jurnal Serina Abdimas Vol 3 No 2 (2025): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v3i2.34864

Abstract

The development of SME business strategies is very important for an entrepreneur to maintain the continuity of his business, through this marketing strategy can provide operational solutions for his business in the future. A business is said to be successful if the business has a measurable business marketing strategy. This Community Service Activity aims to help Home Businesses (MSMEs) business marketing strategies in running their business. The Community Service Partners are Home Businesses engaged in the business of making waist bags which are processed into family businesses to earn household income. In its implementation, partner businesses require the development of business strategies, especially in maintaining the sustainability of their businesses, because in order to compete with other parties. This is due to the lack of partner knowledge about marketing business strategies. For this reason, Community Service activities aim to help partners increase their knowledge in terms of developing optimal business strategies. The method offered in this activity is offline socialization. The material to be presented includes: introduction to strategy, benefits of business plans, business plan formats and others. Through this activity, it is hoped that problems that arise in partner businesses will be resolved quickly, partners can understand the importance of developing business strategies in running their businesses. ABSTRAK Pengembangan strategi bisnis UMKM sangat penting bagi seorang pengusaha untuk menjaga kelangsungan bisnisnya, melalui strategi marketing ini dapat memberikan solusi operasional bisnisnya di masa yang akan datang. Sebuah bisnis dibilang berhasil atau sukses bilamana, bisnisnya memiliki strategi marketing bisnis yang terukur. Kegiatan Pengabdian Kepada Masyarakat (PKM) kali ini bertujuan untuk membantu strategi marketing usaha rumahan (UMKM) dalam menjalankan bisnisnya. Adapun mitra Pengabdian Kepada Masyarakat (PKM) ini adalah usaha rumahan bergerak pada usaha pembuatan tas pinggang yang diolah menjadi bisnis keluarga untuk mendapatkan pendapatan rumah tangga. Dalam pelaksanaannya usaha mitra memerlukan pengembangan strategi bisnis terutama dalam menjaga keberlanjutan usahanya, karena untuk dapat bersaing dengan pihak lain. Hal ini dikarenakan minimnya pengetahuan mitra tentang strategi bisnis marketing. Untuk itu kegiatan Pengabdian Kepada Masyarakat bertujuan membantu mitra meningkatkan pengetahuan mitra dalam hal pengembangan strategi bisnis secara optimal. Metode yang ditawarkan pada kegiatan ini adalah sosialisasi secara luring. Materi yang akan disampaikan meliputi:pengenalan strategi, manfaat rencana bisnis, format rencana bisnis dan lainnya. Melalui kegiatan ini diharapkan, masalah yang muncul pada usaha mitra cepat diatasi, mitra dapat memahami pentingnya pengembangan strategi bisnis dalam menjalankan usahanya.
The Role of Social Media in Building Trust, Creativity, and Satisfaction for Millennial Entrepreneurs Arifin Djakasaputra; M. Tony Nawawi
International Journal of Management Science and Application Vol. 3 No. 2 (2024): ijmsa
Publisher : Sultan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/ijmsa.v3i2.297

Abstract

This research aims to investigate the role of social media in enhancing trust, self-perceived creativity, and satisfaction among millennial entrepreneurs. In general, the data was collected through sampling from mineral entrepreneurs in Jakarta. Where data collection is done by distributing questionnaires. The data was analysed using partial least squares structural equation modelling. Finally, the research results show that social media marketing activities have a positive and significant impact on trust, social media marketing activities have a positive but not significant effect on self-perceived creativity, trust has a positive but not significant impact on self-perceived creativity, and trust has a negative and significant impact on entrepreneurial satisfaction. This research can contribute to marketing experts and millennial entrepreneurs in enhancing the quality of advertising information and the credibility of social media used to support creativity, trust, and satisfaction. Furthermore, marketing experts and millennial entrepreneurs with online-based communities should optimize their marketing activities on social media.
Faktor-Faktor yang Mempengaruhi Loyalitas Merek Kopi Tuku di Jakarta Vilky Elysia Lim; M. Tony Nawawi
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/zv4xb953

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, kepercayaan merek, dan persepsi kualitas terhadap loyalitas merek Kopi Tuku di Jakarta. Ukuran sampel penelitian ini terdiri dari 145 individu yang sebelumnya pernah membeli produk di Kopi Tuku di Jakarta. Metode purposive sampling digunakan untuk menyebarkan kuesioner secara online, dan analisis data dilakukan dengan menggunakan model PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian ini menunjukkan bahwa loyalitas merek pada Kopi Tuku dapat dipengaruhi secara positif oleh kesadaran merek, kepercayaan merek, dan persepsi kualitas. Selain itu, hasil penelitian ini menyarankan agar Kopi Tuku fokus pada inovasi dan konsistensi produk dan layanannya, pengalaman unik, meningkatkan strategi pemasaran terutama di media sosial sehingga dapat meningkatkan loyalitas merek serta mempertahankan pelanggan setia. This study aims to analyze the effect of brand awareness, brand trust, and perceived quality on brand loyalty Kopi Tuku in Jakarta. The sample size of this study consisted of 145 individuals who had previously purchased products at Kopi Tuku in Jakarta. The purposive sampling method was used to distribute the questionnaire online, and data analysis was conducted using the PLS-SEM model through SmartPLS 4 software. The research results indicate that brand loyalty on Kopi Tuku is positively influenced by brand awareness, brand trust, and perceived quality. In addition, the results of this study suggest that Kopi Tuku should focus on innovation and consistency of its products and services, unique experiences, improve marketing strategies especially on social media to increase brand loyalty and maintain loyal customers.
Pengaruh Pemasaran Digital dan Promosi terhadap Keputusan Pembelian dengan Mediasi Citra Merek pada Produk Pakaian Dominate di Jakarta Selatan Vicky Chinara; M. Tony Nawawi
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/24s5p988

Abstract

Penelitian ini bertujuan menganalisis pengaruh pemasaran digital dan promosi terhadap keputusan pembelian dengan mediasi citra merek pada produk pakaian Dominate di Jakarta Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menganalisis data dari 100 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa pemasaran digital dan promosi berpengaruh positif signifikan terhadap keputusan pembelian, baik secara langsung maupun melalui citra merek sebagai variabel mediasi. Temuan ini menegaskan bahwa citra merek berperan sebagai mediasi parsial yang memperkuat hubungan antara pemasaran digital, promosi, dan keputusan pembelian. Oleh karena itu, perusahaan perlu meningkatkan strategi pemasaran digital dan promosi untuk memperkuat citra merek dalam menghadapi persaingan yang semakin ketat di industri fashion lokal. This study aims to analyze the influence of digital marketing and promotion on purchasing decisions with brand image mediation on Dominate clothing products in South Jakarta. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze data from 100 respondents selected using purposive sampling techniques. The results of the study indicate that digital marketing and promotion have a significant positive effect on purchasing decisions, both directly and through brand image as a mediating variable. This finding confirms that brand image acts as a partial mediator that strengthens the relationship between digital marketing, promotion, and purchasing decisions. Therefore, companies need to improve their digital marketing and promotion strategies to strengthen their brand image in the face of increasingly fierce competition in the local fashion industry.
Faktor-Faktor yang Memengaruhi Purchase Intention Produk Glad2Glow di Jakarta Jenny Valencia; M. Tony Nawawi
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 1 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i1.36886

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image, ewom dan social media marketing terhadap purchase intention produk Glad2Glow di Jakarta. Metode penelitian ini menggunakan pendekatan kuantitatif dengan teknik convenience sampling, yang melibatkan 150 orang sebagai sampel. Analisis data dilakukan menggunakan model PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa brand image berpengaruh secara positif dan signifikan terhadap purchase intention, ewom berpengaruh secara positif dan signifikan terhadap purchase intention, serta social media marketing tidak dapat mempengaruhi purchase intention secara positif dan signifikan. Temuan ini dapat memberikan implikasi bagi brand Glad2Glow untuk meningkatkan pemasaran media sosial mereka dengan mencari informasi mengenai tren yang sedang viral di media sosial untuk meningkatkan niat beli masyarakat umum terhadap produk Glad2Glow melalui social media marketing. This study aims to determine the effect of brand image, ewom and social media marketing on the purchase intention of Glad2Glow products in Jakarta. This research method uses a quantitative approach with convenience sampling technique, involving 150 people as samples. The results showed that brand image has a positive and significant effect on purchase intention, ewom has a positive and significant effect on purchase intention, and social media marketing cannot positively and significantly influence purchase intention. These findings can provide implications for the Glad2Glow brand to improve their social media marketing by seeking information about trends that are going viral on social media to increase the general public's purchase intention for Glad2Glow products through social media marketing.
Pemasaran Media Sosial dan Persepsi Kualitas sebagai Penentu Niat Beli Cloud Kitchen Nicholas Triputra; M. Tony Nawawi
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i2.37726

Abstract

Penelitian ini menguji pengaruh Pemasaran Sosial Media dan Persepsi Kualitas terhadap Minat Beli pada brand Moon Chicken di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan 204 responden yang dikumpulkan melalui kuesioner online. Analisis dilakukan menggunakan PLS-SEM melalui SmartPLS 4.1.1.5. Hasil penelitian menunjukkan bahwa Pemasaran Sosial Media berpengaruh positif dan signifikan terhadap Minat Beli, yang berarti konten media sosial mampu meningkatkan ketertarikan pembelian. Persepsi Kualitas juga berpengaruh positif dan signifikan terhadap Minat Beli, sehingga persepsi kualitas dan kepuasan konsumen turut mendorong niat beli. This study examines the influence of social media marketing and perceived quality on purchase intention toward the Moon Chicken brand in DKI Jakarta. Using a quantitative approach, data were collected through an online questionnaire and obtained 204 valid responses. The analysis was conducted using PLS-SEM with SmartPLS 4.1.1.5. Findings show that social media marketing has a positive and significant effect on purchase intention, indicating that engaging online content strengthens consumers’ buying interest. Perceived quality also positively and significantly affects purchase intention, meaning product satisfaction and perceived value play an essential role in driving purchase decisions.pemasaran sosial media
Co-Authors Amuntai, Betty Bravo, Christiandinata Tjandra Brayn Lie Cahyadi, Said Ashadi Dafa Alfaryaby Ramadhan Darryl Darryl Darryl Darryl, Darryl Delvin Delvin Dinata, Jennifer Djakasaputra, Arifin Febby, Fifi Natalia Felicia Sidarta Fenianti Fenianti Florensia Aurelia Ida Puspitowati Jasson, Bryan Jefta Andika Kurniawan Jennifer Dinata Jenny Valencia Joseph Wijaya Leislee, Jesslyn Lia Fransisca Limanda, Andreas Lorents, Kennt Maria Nancy Fatiria Michael Michael Muhammad Safiqi Ikhaz Muhammad Safiqi Ikhaz, Muhammad Safiqi Nicholas Tan Nicholas Triputra Novitan, Vivian Nur Hidayah P., Purwanto Prasetio, Shandy Eka purwanto p, purwanto Purwanto Purwanto Purwanto Purwanto Puswita Anhar, Dela Asokawati Rahadian Mohamad Ramadhani, Ananda Rizqita Riski Andriyani rodhiah diah diah Rorlen Rorlen Rosmita Rasyid Rosmita Rasyid Said Ashadi Cahyadi Siek, Vanesa Simanjuntak, Yeni Aryanti Siti Hamisah Stella Karunia Avera Surya, Adriawan Sylvia Alysia Thea Herawati Thio Lie Sha Toto Mujio Mukmin Mujio Mukmin Urbanus W Urbanus W Vanessa Vanessa Vicky Chinara Vilky Elysia Lim Yuandira, Eriska Siva yusbardini, yusbardini