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Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19 Ari Setiyaningrum; Yussi Ramawati; Herlin Hidayat
Benefit: Jurnal Manajemen dan Bisnis Volume 7 No 1 Juni 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v7i1.16393

Abstract: The entrepreneurial marketing approach is a strategic choice that can be adopted by SME actors to continue to survive, especially in the midst of the Covid-19 pandemic situation. This study aims to identify which dimensions of entrepreneurial marketing have an important role in improving SME business performance in the creative economy industry during the Covid-19 pandemic. In particular, this study examines whether the dimensions of entrepreneurial marketing which include proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation have an effect on business performance. Primary data was collected through an online survey method involving 258 SME actors in the creative economy industry in Indonesia who had been running their businesses before and during the Covid-19 pandemic. The sampling method used was non-probability sampling through purposive sampling technique. The results of data analysis with multiple linear regression indicated that the dimensions of entrepreneurial marketing that are proven to have an effect and have an important role in improving the business performance of SMEs in the creative economy industry during the pandemic are innovation-oriented, customer intensity, resource leveraging, and value creation, while proactiveness, opportunity-focused, and risk-taking orientation were found to have no effect on business performance.Keywords: entrepreneurial marketing, business performance, small and medium enterprises, creative economy industry, Covid-19 pandemic. Abstrak: Pendekatan entrepreneurial marketing menjadi pilihan strategi yang dapat diadopsi oleh pelaku UMKM untuk terus bertahan khususnya di tengah situasi pandemi Covid-19. Penelitian ini bertujuan untuk mengidentifikasi dimensi-dimensi entrepreneurial marketing mana yang memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif pada masa pandemi Covid-19. Secara khusus, penelitian ini menguji apakah dimensi-dimensi entrepreneurial marketing yang mencakup proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, dan value creation berpengaruh terhadap business performance. Data primer dikumpulkan melalui metode survei online yang melibatkan 258 pelaku UMKM di industri ekonomi kreatif di Indonesia yang telah menjalankan bisnisnya pada waktu sebelum dan selama pandemi Covid-19. Metode pengambilan sampling menggunakan nonprobability sampling melalui teknik purposive sampling. Hasil analisis data dengan regresi linier berganda menunjukkan bahwa dimensi-dimensi entrepreneurial marketing yang terbukti berpengaruh dan memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif selama masa pandemi adalah innovation-oriented, customer intensity, resource leveraging, dan value creation, sedangkan proactiveness, opportunity-focused, dan risk-taking orientation ditemukan tidak berpengaruh terhadap business performance.Kata Kunci: entrepreneurial marketing, business performance, UMKM, industri ekonomi kreatif, pandemi Covid-19.

Elements of Entrepreneur Competencies and Intention to be Entrepreneurs Christine Winstinindah Sandroto; Yussi Ramawati; Syarief Darmoyo
International Journal of Applied Business and International Management Vol 9, No 1 (2024): April 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v9i1.2864

This study aims to determine the effect of the elements of entrepreneurial competencies on entrepreneurial intention in two big cities in Indonesia, namely Jakarta and Balikpapan. The population in this study are business people, both entrepreneurs and those who work in creative industries in Jakarta and Balikpapan. The number of respondents in Jakarta and Balikpapan was 305 and 162. The sampling technique used was convenience sampling. Hypothesis testing shows that the elements of achievement, personal maturity, and orientation to others partially positively and significantly influence the entrepreneurial intention of respondents in Jakarta. Meanwhile, individual achievement, thinking, and problem-solving positively and significantly influence the entrepreneurial intention of respondents in Balikpapan.

The Role of Competencies and Education in Increasing Entrepreneurial Intention in Creative Economy Sandroto, Christine Winstinindah; Ramawati, Yussi; Darmoyo, Syarief
International Research Journal of Business Studies Vol. 11 No. 1 (2018): April - July 2018
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.11.1.31-44

The creative economy is being increasingly encouraged by the Indonesian government, the existing entrepreneurs are mostly engaged in the culinary industry. This study aims to describe the role of competencies and education in increasing entrepreneurial intention in the creative economy. Three hundred and five questionnaires were distributed to creative entrepreneurs, consisting of 162 respondents in Jakarta and 143 in Balikpapan using convenience sampling. Research findings show that there is no difference between the mean scores of entrepreneurial competencies in Jakarta and Balikpapan. Furthermore, the level of education has a positive effect on (i) entrepreneurial intention, (ii) entrepreneurial professional attraction, and (iii) entrepreneurial networking support. There is a positive relationship between education level and monthly revenue, as well as between entrepreneurial competencies and monthly revenue. The findings of this research would suggest government and education institution to further develop entrepreneurship education and train them with various methods and to cultivate interests in other creative sub-sectors.

STRATEGY OF SUSTAINABLE BUSINESS DEVELOPMENT BASED ON COMMUNITY (STUDY OF TODAY'S MODERN COFFEE SHOP BUSINESS ACTORS) Ramawati, Yussi; Bahar, Harmiaty; Husriadi, Muh.
Nomico Vol. 1 No. 9 (2024): Nomico-Oktober
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/vmra3a34

This study explores the sustainable community-based business approach adopted by modern coffee shops in Kendari City to boost community participation and foster customer loyalty. Through qualitative research, including case studies and in-depth interviews with business owners, employees, and community members, the findings indicate that involving the community in innovation and business adaptation strengthens customer relationships and enhances business sustainability. By engaging the community, coffee shops are able to create a sense of ownership, resulting in higher customer retention and greater brand loyalty. The approach also proves effective in addressing operational challenges such as fluctuating demand and supply disruptions by leveraging community-driven solutions. Furthermore, the adoption of sustainable practices, such as sourcing local ingredients, minimizing waste, and utilizing eco-friendly packaging, increases operational resilience and attracts environmentally conscious customers. This business model aligns with local policies promoting the sustainability of MSMEs and offers a replicable framework for other small businesses in similar contexts. Ultimately, the combination of community engagement and sustainable practices not only generates economic benefits but also builds social capital, ensuring long-term business resilience and contributing to local economic growth.

Connecting Green Consumption Value to Green Word-of-Mouth: Insights into SMEs’ Eco-Friendly Product Purchasing Dynamics Religia, Yoga; Ramawati, Yussi; Said, Jamaliah
Jurnal Manajemen Bisnis Vol. 16 No. 1 (2025): March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Research aims: To examine the impact of different consumption values (functional, epistemic, emotional, social, and conditional) on green purchase behavior and green word of mouth, particularly within the context of green products like Jadah Tempe.Design/Methodology/Approach: A quantitative approach with a cross-sectional descriptive design was used using a questionnaire distributed to 200 respondents in Yogyakarta both online and offline. From the distributed questionnaire, complete data was obtained from 188 respondents to be used in the analysis process.Research findings: The findings indicate that emotional and conditional values significantly influence green purchase behavior and green word-of-mouth. Specifically, emotional values have a positive relationship with green purchase behavior, while conditional values demonstrate the strongest effect on consumer choices. Green purchase behavior serves as a crucial mediator in these relationships, suggesting that consumers with emotional attachments and contextually relevant values are more likely to engage in and promote sustainable purchasing.Theoretical Contribution/Originality: This research provides unique insights into the consumer behavior of Jadah Tempe, emphasizing local sustainable food products' importance and offering a foundation for future studies in sustainable consumption practices.Practitioners/Policy Implications: Marketers should focus on emotional connections and context in their campaigns to promote sustainability, enhancing consumer engagement with products like Jadah Tempe. Understanding the influence of emotional and conditional values on young consumers can help SMEs create inclusive marketing strategies that resonate with diverse segments and promote sustainable products.Research Limitations/Implications: Although this study is limited to the Yogyakarta region, it opens up opportunities for further research in other areas to understand different contexts. The findings of this study still make a strong contribution to understanding consumer behavior and provide a solid foundation for future studies.

Connecting Green Consumption Value to Green Word-of-Mouth: Insights into SMEs’ Eco-Friendly Product Purchasing Dynamics Religia, Yoga; Ramawati, Yussi; Said, Jamaliah
Jurnal Manajemen Bisnis Vol. 16 No. 1: March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i1.24611

Research aims: To examine the impact of different consumption values (functional, epistemic, emotional, social, and conditional) on green purchase behavior and green word of mouth, particularly within the context of green products like Jadah Tempe.Design/Methodology/Approach: A quantitative approach with a cross-sectional descriptive design was used using a questionnaire distributed to 200 respondents in Yogyakarta both online and offline. From the distributed questionnaire, complete data was obtained from 188 respondents to be used in the analysis process.Research findings: The findings indicate that emotional and conditional values significantly influence green purchase behavior and green word-of-mouth. Specifically, emotional values have a positive relationship with green purchase behavior, while conditional values demonstrate the strongest effect on consumer choices. Green purchase behavior serves as a crucial mediator in these relationships, suggesting that consumers with emotional attachments and contextually relevant values are more likely to engage in and promote sustainable purchasing.Theoretical Contribution/Originality: This research provides unique insights into the consumer behavior of Jadah Tempe, emphasizing local sustainable food products' importance and offering a foundation for future studies in sustainable consumption practices.Practitioners/Policy Implications: Marketers should focus on emotional connections and context in their campaigns to promote sustainability, enhancing consumer engagement with products like Jadah Tempe. Understanding the influence of emotional and conditional values on young consumers can help SMEs create inclusive marketing strategies that resonate with diverse segments and promote sustainable products.Research Limitations/Implications: Although this study is limited to the Yogyakarta region, it opens up opportunities for further research in other areas to understand different contexts. The findings of this study still make a strong contribution to understanding consumer behavior and provide a solid foundation for future studies.

Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19 Setiyaningrum, Ari; Ramawati, Yussi; Hidayat, Herlin
Benefit: Jurnal Manajemen dan Bisnis Volume 7 No 1 Juni 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v7i1.16393

Abstract: The entrepreneurial marketing approach is a strategic choice that can be adopted by SME actors to continue to survive, especially in the midst of the Covid-19 pandemic situation. This study aims to identify which dimensions of entrepreneurial marketing have an important role in improving SME business performance in the creative economy industry during the Covid-19 pandemic. In particular, this study examines whether the dimensions of entrepreneurial marketing which include proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation have an effect on business performance. Primary data was collected through an online survey method involving 258 SME actors in the creative economy industry in Indonesia who had been running their businesses before and during the Covid-19 pandemic. The sampling method used was non-probability sampling through purposive sampling technique. The results of data analysis with multiple linear regression indicated that the dimensions of entrepreneurial marketing that are proven to have an effect and have an important role in improving the business performance of SMEs in the creative economy industry during the pandemic are innovation-oriented, customer intensity, resource leveraging, and value creation, while proactiveness, opportunity-focused, and risk-taking orientation were found to have no effect on business performance.Keywords: entrepreneurial marketing, business performance, small and medium enterprises, creative economy industry, Covid-19 pandemic. Abstrak: Pendekatan entrepreneurial marketing menjadi pilihan strategi yang dapat diadopsi oleh pelaku UMKM untuk terus bertahan khususnya di tengah situasi pandemi Covid-19. Penelitian ini bertujuan untuk mengidentifikasi dimensi-dimensi entrepreneurial marketing mana yang memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif pada masa pandemi Covid-19. Secara khusus, penelitian ini menguji apakah dimensi-dimensi entrepreneurial marketing yang mencakup proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, dan value creation berpengaruh terhadap business performance. Data primer dikumpulkan melalui metode survei online yang melibatkan 258 pelaku UMKM di industri ekonomi kreatif di Indonesia yang telah menjalankan bisnisnya pada waktu sebelum dan selama pandemi Covid-19. Metode pengambilan sampling menggunakan nonprobability sampling melalui teknik purposive sampling. Hasil analisis data dengan regresi linier berganda menunjukkan bahwa dimensi-dimensi entrepreneurial marketing yang terbukti berpengaruh dan memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif selama masa pandemi adalah innovation-oriented, customer intensity, resource leveraging, dan value creation, sedangkan proactiveness, opportunity-focused, dan risk-taking orientation ditemukan tidak berpengaruh terhadap business performance.Kata Kunci: entrepreneurial marketing, business performance, UMKM, industri ekonomi kreatif, pandemi Covid-19.

The Role of Quality, Promotion, and Product Uniqueness in the Decision-Making to Purchase Batik Gayatri Prabawanti, Benedicta Evienia; Ramawati, Yussi
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 1 (2025): January 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i1.837

Batik is a valued cultural heritage of Indonesia, loved by both domestic and foreign tourists. The batik industry is growing, leading to tough competition. Producers need to enhance quality, promotion, and appeal to attract customers. New players are entering the market, so Batik Gayatri must innovate to stay successful in the fashion industry. This research aims to determine the influence of product quality, promotion, and uniqueness on Batik Gayatri's purchasing decisions. Product quality is one of the factors that shows durability, reliability, and other valuable attributes of a product. Promotion is a marketing tool that every business actor must have. Promotion can be done in various ways, including using social media and digital technology to carry out promotions. The product's unique features need to be consistently emphasized to both current and potential customers. The uniqueness of the product gives an idea of the various innovations made by Batik Gayatri in the fashion sector. This research uses quantitative methods, which are analyzed using SEM-PLS to determine the influence of quality, promotion, and product uniqueness on purchasing decisions for Batik Gayatri. Research respondents are consumers who buy and use Batik Gayatri products. Data and information collection for research purposes was carried out through interviews and distributing questionnaires. The research results show that only product uniqueness significantly affects purchasing decisions, while product quality and promotion do not directly influence purchasing decisions. Apart from that, the uniqueness of the product and quality through product promotion is also insignificant in consumer purchasing decisions.

STRATEGY OF SUSTAINABLE BUSINESS DEVELOPMENT BASED ON COMMUNITY (STUDY OF TODAY'S MODERN COFFEE SHOP BUSINESS ACTORS) Yussi Ramawati; Harmiaty Bahar; Muh. Husriadi
Nomico Vol. 1 No. 9 (2024): Nomico-Oktober
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/vmra3a34

This study explores the sustainable community-based business approach adopted by modern coffee shops in Kendari City to boost community participation and foster customer loyalty. Through qualitative research, including case studies and in-depth interviews with business owners, employees, and community members, the findings indicate that involving the community in innovation and business adaptation strengthens customer relationships and enhances business sustainability. By engaging the community, coffee shops are able to create a sense of ownership, resulting in higher customer retention and greater brand loyalty. The approach also proves effective in addressing operational challenges such as fluctuating demand and supply disruptions by leveraging community-driven solutions. Furthermore, the adoption of sustainable practices, such as sourcing local ingredients, minimizing waste, and utilizing eco-friendly packaging, increases operational resilience and attracts environmentally conscious customers. This business model aligns with local policies promoting the sustainability of MSMEs and offers a replicable framework for other small businesses in similar contexts. Ultimately, the combination of community engagement and sustainable practices not only generates economic benefits but also builds social capital, ensuring long-term business resilience and contributing to local economic growth.

PRODUCT INNOVATION STRATEGY AND ITS IMPACT ON SME COMPETITIVENESS IN THE ERA OF THE DIGITAL ECONOMY Yussi Ramawati; Harmiaty Bahar; Muh. Husriadi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 5 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

This research examines product innovation strategies and their impact on the competitiveness of small and medium enterprises (SMEs) in the food and beverage sector in Kendari City, in the context of the digital economy. The aim of this research is to explore effective innovation strategies, analyze the impact of innovation on increasing competitiveness, and evaluate available support and resources. The research method uses mixed methods with survey design and in-depth interviews. The respondents were 50 small and medium businesses in the food and beverage industry in Kendari City. The research results show that the use of digital technology and the frequency of product development are key factors that help increase the competitiveness of SME businesses. In addition, external government support and access to financial resources greatly influence SMEs' ability to innovate. The implications of this research indicate the need for policies that support the integration of digital technology into SME innovation strategies and increase access to external resources and support.

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