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All Journal International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Informatika Ekonomi Bisnis
Astuti R, Wanda Puspa Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis SWOT Social Enterprise Konveksi Berkah Astuti R, Wanda Puspa Dewi; Rachmani, Nizza Nadya; Koeswandi, Tika Annisa Lestari
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i4.746

Abstract

Dalam menghadapi persaingan yang semakin ketat, Usaha Mikro, Kecil, dan Menengah (UMKM) perlu mengembangkan strategi bisnis yang kuat. Penelitian ini meneliti Konveksi Berkah, sebuah kewirausahaan sosial yang mengalami penurunan produksi, terutama selama pandemi COVID-19. Pendekatan yang digunakan untuk membantu Konveksi Berkah bertahan dan berkembang adalah dengan merumuskan model bisnis melalui analisis SWOT (Strengths, Weaknesses, Opportunities, Threats) guna mengidentifikasi faktor internal dan eksternal yang memengaruhi bisnis ini. Penelitian ini bertujuan untuk menganalisis kewirausahaan sosial Konveksi Berkah menggunakan metode kualitatif deskriptif. Hasil studi menunjukkan bahwa strategi bisnis Konveksi Berkah melibatkan pendekatan agresif atau strategi SO (Strengths-Opportunities), dimana Konveksi Berkah memaksimalkan kekuatannya untuk memanfaatkan peluang yang ada. Langkah-langkah strategis termasuk inovasi, terutama dalam pemasaran dengan mengadopsi digitalisasi, serta mempertahankan kualitas produk dengan harga yang terjangkau. Selain itu, upaya mempertahankan dan mengembangkan sumber daya fisik dan non-fisik yang dimiliki akan membantu Konveksi Berkah dalam mempertahankan posisinya, bersaing dengan pesaing, dan terus berinovasi, sehingga mengonfirmasi statusnya sebagai kewirausahaan sosial yang juga beroperasi sebagai bagian dari sektor UMKM.
Implementasi Pemasaran Digital Melalui Copywriting Produk Pada CV Lozy Hijab Astuti R, Wanda Puspa Dewi
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.6163

Abstract

In the digital era, marketing is the main key in maintaining and developing business, especially in industry fashion women as faced by Lozy Hijab. One of the marketing techniques that is the main focus of Lozy Hijab is copywriting in platform Whatsapp Business who face challenges. Therefore, this research aims to find a solution to this problem through object observations carried out with the aim of finding a formula for follow-up effective products, increase consumer interest, strengthen customer loyalty, and increase product closing in platform Whatsapp Business. The research method used is observation by analyzing customer responsiveness to copywriting products. The observation results show that copywriting that is well structured, includes important information clearly, and is supported by attractive product visualization can increase customer response and the chance of closing the product. Besides that, copywriting also has an indirect impact on the overall marketing of Lozy Hijab products, through platform e-commerce. This research contributes to the understanding and development of digital marketing strategies, especially in a business context fashion online, as well as emphasizing it is importance copywriting in achieving success in product marketing.
Economic Value of Brand : The Role of Gamification, Price Fairness Perception, and Service Quality on Brand Equity through Customer Trust of Wardah Cosmetics Astuti R, Wanda Puspa Dewi; Komaludin, Ade; Surgawati, Iis
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 5 (2025): 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.v6i5.8822

Abstract

This study aims to explore the economic value of brand equity by analyzing the roles of gamification, perceived price fairness, and service quality, with customer trust as a mediating variable. The research focuses on consumers of Wardah cosmetics on the Shopee e-commerce platform. A quantitative approach was employed using a purposive sampling technique with a total of 385 respondents. Data were collected through a structured questionnaire using a five-point Likert scale. The findings reveal that gamification, perceived price fairness, and service quality each have a positive and significant impact on customer trust. Furthermore, these three variables also directly influence brand equity positively and significantly. Customer trust itself has a significant mediating role in the relationship between the independent variables and brand equity. These results highlight that enhancing the interactive experience, ensuring fair pricing, and improving service quality contribute to building customer trust and, in turn, strengthening the economic value of the brand.
Co-Authors Ade Komaludin Koeswandi, Tika Annisa Lestari Rachmani, Nizza Nadya Surgawati, Iis