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Arien Arianti Gunawan
Universitas Telkom
Aerospace Engineering Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Pengaruh Attitude Toward Behavior, Subjective Norms, Dan Perceived Behavioural Control Terhadap Entrepreneurial Intention Pada Mahasiswi Di Bandung Raya Prakoso, Muhammad Renggo; Azhari, Muhammad; Gunawan, Arien Arianti
eProceedings of Management Vol. 11 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Management

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Abstract

Kewirausahaan dianggap memiliki dampak positif yang signifikan, seperti menciptakan lapangan kerja, meningkatkanpertumbuhan ekonomi, dan juga meningkatkan kesejahteraan masyarakat. Namun, hanya 3,47% dari jumlah totalpopulasi masyarakat Indonesia yang terlibat dalam kegiatan berwirausaha. Di sisi lain, UMKM yang dikelola olehperempuan memberikan kontribusi 61% terhadap jumlah total PDB nasional. Penelitian ini bertujuan untukmenganalisis faktor-faktor yang mempengaruhi niat berwirausaha pada mahasiswi aktif yang melakukan studi padaUniversitas yang ada di Bandung menggunakan Theory of Planned Behaviour yang berfokus pada tiga variabel yaituAttitude Toward Behaviour, Subjective Norms dan Perceived Behavioural Control. Metode yang digunakan dalampenelitian ini adalah deskriptif kuantitatif dengan teknik Non Probability Sampling. Data akan ditarik kesimpulanmelalui uji analisis data yaitu analisis regresi linier berganda menggunakan SEM-PLS. Hasil penelitian menunjukambahwa variabel Attitude Toward Behaviour dan Perceived Behavioural Control berpengaruh terhadap EntrepreneurialIntention pada mahasiswi di Bandung raya. Sedangkan pada variabel Subjective Norms tidak berpengaruh terhadapEntrepreneurial Intention pada mahasiswi di Bandung raya. Kata Kunci-entrepreneurial intention, Theory of Planned Behaviour, women entrepreneurial
Pengaruh Sikap (Attitude) Terhadap Perilaku (Behavior), Norma (Norm) Subjektif (Subjective), dan Kontrol (Control) Perilaku (Behavioural) yang Dipersepsikan (Perceived) Terhadap Niat (Intention) Berwirausaha (Entrepreneurial) (Studi pada Mahasiswa Laki-La Alyaa, Nahdah; Azhari, Muhammad; Gunawan, Arien Arianti
eProceedings of Management Vol. 11 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Management

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Abstract

Pada tahun 2023, tingkat pengangguran di Indonesia mencapai 5,45%, kedua tertinggi di Asia Tenggara setelah BruneiDarussalam. Meskipun menurun dari 9,1 juta jiwa (2021) menjadi 7,85 juta jiwa (2023), angka ini masih lebih tinggidibanding sebelum pandemi COVID-19. Pengangguran tertinggi terjadi di kalangan usia 15-24 tahun (19,40%).Kewirausahaan dianggap solusi krusial, dengan UMKM menyumbang 60% PDB dan 96,9% tenaga kerja. DiBandung, tingkat pengangguran mencapai 8,6%, lebih tinggi dari rata-rata nasional. Penelitian ini bertujuanmengetahui pengaruh sikap terhadap perilaku, norma subjektif, dan kontrol perilaku yang dipersepsikan terhadap niatberwirausaha pada mahasiswa laki-laki S1 dan S2 di Bandung. Metode kuantitatif digunakan dengan sampel 385responden, diambil melalui metode non-probability dan teknik incidental. Analisis data menggunakan StructuralEquation Modeling-Partial Least Square (SEM-PLS) dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwaattitude toward behavior, subjective norm, perceived behavioural control memiliki pengaruh yang positif dansignifikan terhadap entrepreneurial intention pada mahasiswa laki-laki di Bandung. Kata Kunci-sikap terhadap perilaku, norma subjektif, kontrol perilaku yang dipersepsikan, niat berwirausaha.
Pengaruh Faktor Institusional Terhadap Penerapan Kewirausahaan Hijau Pada UMKM Sektor Kuliner di Kota Padang Septiantri, Dimas Ferdinanta; Gunawan, Arien Arianti
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 10 (2025): : JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i10.4865

Abstract

Penelitian ini bertujuan untuk menganalisis dampak faktor institusional terhadap implementasi kewirausahaan hijau di sektor kuliner UMKM di Kota Padang. Latar belakang penelitian ini didorong oleh urgensi penerapan praktik bisnis ramah lingkungan (kewirausahaan hijau) di tengah meningkatnya masalah lingkungan dan tuntutan akan keberlanjutan. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan teknik survei, di mana data diperoleh melalui kuesioner yang dibagikan kepada 100 pemilik atau manajer UMKM di sektor kuliner. Variabel sosio-budaya dan peraturan pemerintah diukur berdasarkan teori institusional yang diusulkan oleh Scott (1995), yang mencakup dimensi normatif dan regulatif. Analisis data dilakukan menggunakan regresi linier berganda dengan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa faktor sosio-kultural dan regulasi pemerintah memiliki pengaruh positif dan signifikan terhadap implementasi kewirausahaan hijau. Temuan ini menyarankan bahwa nilai-nilai sosial dalam masyarakat dan dukungan dari regulasi pemerintah memainkan peran penting dalam mendorong pelaku UMKM untuk mengadopsi praktik bisnis ramah lingkungan. Penelitian ini memberikan implikasi praktis bagi pemerintah daerah dan UMKM dalam merumuskan kebijakan dan membangun budaya bisnis yang berorientasi pada keberlanjutan.
Adoption of Artificial Intelligence (AI) in Small and Medium Enterprise E-Commerce to Improve Marketing Performance Rahmani, Shinta; Surya, Ade Permata; Rifqi, Muhammad; Setiawan, Sigit; Gunawan, Arien Arianti
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025 (Accepted)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i1.255

Abstract

This study investigates the key determinants influencing the adoption of Artificial Intelligence (AI) by Small and Medium Enterprises (SMEs) in the e-commerce sector and examines its impact on marketing performance. The research integrates the Technology–Organization–Environment (TOE) framework and the Technology Acceptance Model (TAM) to explain the relationships among technological readiness, organizational support, environmental pressure, perceived usefulness (PU), perceived ease of use (PEOU), and AI adoption level. A quantitative approach employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) was conducted on 155 e-commerce SMEs operating in Jakarta, Indonesia. Empirical results reveal that technology, organization, and environment significantly affect perceived usefulness, which in turn strongly drives AI adoption. Perceived usefulness is identified as the most powerful determinant of adoption, whereas perceived ease of use exerts an indirect influence via usefulness perception. Furthermore, AI adoption has a positive and significant effect on marketing performance, particularly in enhancing digital campaign effectiveness, product innovation, and customer loyalty. The findings emphasize that internal readiness and external competitive pressures jointly foster AI-driven digital transformation within SMEs. The study provides both theoretical validation of the TOE–TAM integration and practical guidance for policymakers and business owners to design effective, ethical, and sustainable AI adoption strategies.
Implementation of Design Thinking Concepts in Eco-Fashion Product Design Gunawan, Arien Arianti; Putri, Mediany Kriseka; S. Putri, Ifa Nadhifah
Jurnal Manajemen Indonesia Vol. 23 No. 3 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i3.5486

Abstract

The study aims to determine how green design thinking and entrepreneurship concepts can be applied to fashion products made from recycled materials. This study uses a design thinking approach and a qualitative approach that aims to gain a deep understanding, develop theoretical foundations, and describe the reality of the research scope. The technique is in the form of collecting data from waste banks, garbage collectors, and several people who are competent in the fashion sector by conducting in-depth interviews. The combination of design thinking and green entrepreneurship can have a positive impact; problem-solving can be done through the design thinking stage to innovate in business while supporting the environmentally friendly movement. Products derived from "waste" generated by household consumption can be processed in such a way as to create selling value and be accepted by the community. Further research should consider seeking as many sources of information as possible, using appropriate tools, and studying every detail of the materials used. The findings of this study provide important insights into knowledge about design thinking and green entrepreneurship, as well as for those involved in product manufacturing. This research can also be a helpful tool in implementing knowledge about design thinking, green entrepreneurship, and the fashion sector. Keywords—Design Thinking; Eco-Fashion; Green Entrepreneurship
Enhancing sales at twenty-one autos through consumer-centric design thinking Lesmana, Lulu; Indrajaya, Danang; Gunawan, Arien Arianti
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol. 10 No. 4 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020244891

Abstract

This research aims to increase sales at Twenty-One Autos by using a Design Thinking approach, chosen for its ability to deeply understand consumer needs and expectations. This approach is relevant for creating solutions that are more responsive to the challenges faced by consumers, with a focus on improving their satisfaction and experience, which directly impacts sales growth and the company’s competitiveness. The study employs a qualitative approach with the Design Thinking method, involving data collection through in-depth interviews and direct observations of consumers at Twenty-One Autos. The Design Thinking process is carried out through the Empathize, Define, Ideate, Prototype, and Testing phases. Through the Empathy stage, this research identifies various issues faced by consumers when purchasing used cars, including limited unit variations, complex credit processes, and suboptimal online shopping experiences. By analyzing the insights gained, the study formulates solutions to address these problems, such as adding unit variations, simplifying the credit process, and enhancing promotions and online sales to reach a wider audience. In the Ideate and Prototype stages, this research develops a digital platform that integrates various features to meet consumer needs, including unit variations, a simpler credit system, and more efficient online sales. Testing of this prototype shows that the implemented solutions are effective in improving sales conversions and customer satisfaction. The findings provide valuable insights into how consumer-based strategies can improve business operations, expand market share, and enhance the company’s competitiveness in the automotive industry.
Co-Authors Adistiya, Cika Al Kautsar, Muhammad Aslamy Allaam, Naufal Muhammad Aloina, Grace Alyaa, Nahdah Anggahegari, Prameshwara Danang Indrajaya Dian Indiyati Fachry Abda El Rahman Fatiha, Aziza Nur Fithriah, Khaulah Wardhatul Ghaitsa Zahira Shofa Harahap, Ariq Arsalan Humaira, Alya Alifia Ifa Nadhifah S. Putri Indira Rachmawati Jurry Hatammimi Lesmana, Lulu Mediany Kriseka Putri Mohammad Riza Sutjipto Muhammad Rifqi Mulyana, Nisa Arifah Prakoso, Muhammad Renggo Ramadhandy, Rizki Rina Djunita Pasaribu S. Putri, Ifa Nadhifah Septiantri, Dimas Ferdinanta Shabira, Rafa Maisa Shinta Rahmani Sigit Setiawan Surya, Ade Permata Toni, Alfita Syifa Wendia Putra Paputungan Zahwa, Pandan