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Majalah Ilmiah Bijak
Published by Institut Ilmu Sosial dan Manajemen STIAMI
ISSN : 14110830     EISSN : 2621749X     DOI : -
Core Subject : Economy, Humanities, Social,
Humanities Economics, Econometrics & Finance Social Sciences
The Bijak Journal is a scientific journal of Administrative Science Business, published by the Business Administration Studies Program Faculty of Administrative Sciences Institute of Social and Management Studies STIAMI. The Journal of Business Administration is published 2 (two) times a year, every March and September, which contains the results of the study of Business Administration Studies. This journal aims to disseminate the results of thought and scientific analysis in the field of Business Administration Sciences.
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Articles 273 Documents
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The Role of University-based Business Incubation and Innovation Hubs in Accelerating Student Entrepreneurial Learning Muazu, Muazu Hassan; Bello, Shukurat M.
Majalah Ilmiah Bijak Vol. 22 No. 2: September 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

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Abstract

This research investigates the role of university business incubation and innovation hubs in student entrepreneurial learning. Universities worldwide have increasingly established incubation centres and innovation hubs to foster student entrepreneurship. However, despite these initiatives, their effectiveness in facilitating entrepreneurial learning remains largely unexplored. The objective of this study is to bridge this gap by examining the impact of university incubation and innovation hubs on the development of student entrepreneurs. The study used a case-study research approach, and gather comprehensive data from students of Bayero University, Kano, who have undergone the incubation program within the university. The data was collected through a closed-ended questionnaire on students' experiences with university-based entrepreneurship support programs, including seminar, business ideas competition, hackathon, business plan competition, coaching/mentorships, and study tour/industry. The Statistical Package for Social Science (SPSS) is the tool used for the data analysis and presentation. Analysis techniques such as descriptive statistics, correlation and regression analysis are conducted, and the result indicated significant effect of the programs of the university innovation and incubation hubs on students venture start-up, except for seminar. About 30 students’ businesses were registered to fruition in 2022-2023 and millions of naira were won as grants by students from different donors. Furthermore, the study identifies key challenges encountered by students in leveraging these initiatives and propose strategies for enhancing their effectiveness. The implications of the findings derived from this research are manifold. The results provide valuable insights for university administrators, policymakers, and educators seeking to optimize entrepreneurship education programs within their institutions
Marketing Analysis of Kopi Kenangan: Enhancing Customer Purchase Decisions Sarjono, Haryadi; Gading, Indira Ausani; Fatima, Nazwa; Randy, Aisyah Rahma; Jasmine, Syakira Fakhriya; Putri , Kalea Okta; Soeratin, Boyke Setiawan
Majalah Ilmiah Bijak Vol. 22 No. 2: September 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

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Abstract

This research examines the marketing strategy of Kopi Kenangan, a Grab-and-Go coffee brand founded in 2017. On its first day, it sold 700 cups of coffee, showing strong market interest. The company uses the 4P marketing mix (Product, Price, Place, Promotion) effectively, supported by product innovation and active social media promotion. Kopi Kenangan targets Millennials and Gen Z, who often visit coffee shops to relax and socialize. The brand offers a unique customer experience through tasty, affordable drinks, modern café designs, and free WiFi. This research uses a qualitative narrative method, based on secondary data from journals, articles, and market reports. The analysis includes content analysis and SWOT analysis. The results show that Kopi Kenangan has strong brand recognition and market opportunities, but also faces competition and potential risks. Its success lies in building a positive brand image, maintaining high product quality, and using smart marketing strategies. While image attracts interest, product quality is a key factor in actual purchasing decisions. To sustain growth, Kopi Kenangan must continue to innovate, maintain quality, and stay connected with the preferences of young consumers. This study gives valuable insights for businesses aiming to thrive in the competitive coffee market by appealing to the younger generation
eWOM on Tokopedia Marketplace to Enhancing Purchase Decisions: The Role of eWOM Information Usefulness and eTrust Syahputri, Mawa; Savitri, Citra; Faddila, Syifa Pramudita
Majalah Ilmiah Bijak Vol. 22 No. 2: September 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

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Abstract

The purpose of this study is to discuss the role of ewom information usefullnes and etrust in mediating ewom information quality, ewom information quantity, ewom information credibility on epurchase decision on Tokopedia.The method used in this study is quantitative, while the analysis technique used is descriptive and verification analysis. The population in this study is all Tokopedia users during 2024, which according to Databoks in 2024 Tokopedia users numbered 18 million.This research was conducted with 130 generation z male respondents, the sampling technique used Hair's theory with SEM-PLS data analysis techniques.This study found that ewom information quality has no effect on etrust and ewom information usefulness, then ewom information quantity has an influence on etrust and ewom information usefulness. eWom information credibility has an influence on etrust and ewom information usefulness. eWom information usefulness and etrust affect ePurchase Decision.This research also provides a view for Tokopedia, which must increase new innovations to attract female consumers, so that its market reach is wider, as it is known that Tokopedia is mostly used by men, it could be due to the lack of information factors needed on Tokopedia

Page 28 of 28 | Total Record : 273

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