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Endang Rudiatin
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Pusat Inkubator Bisnis dan Kewirausahaan Universitas Muhammadiyah Jakarta Business Centre, Lantai I Universitas Muhammadiyah Jakarta Jl. KH Ahmad Dahlan Cireundeu
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BASKARA: Journal of Business and Entrepreneurship
Published by Universitas Muhammadiyah Jakarta
ISSN : -     EISSN : 26230089     DOI : 10.24853/baskara
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Social Sciences Other
BASKARA: Journal of Business & Entrepreneurship adalah jurnal ilmiah peer-reviewed yang didedikasikan untuk menerbitkan hasil penelitian dan pengabdian masyarakat berkenaan dengan bisnis dan kewirausahaan serta pengembangannya. Jurnal ini juga menerbitkan pemikiran dan pengalaman praktisi Bisnis yang inspiratif dan inovatif. Kontribusi teoritis dikaitkan dengan fakta bahwa kasus tersebut mengkritisi teori yang ada atau melengkapi dan memperkaya teori yang sudah ada. Dengan kata lain kajian teoritis yang bersifat praktis, dapat diterapkan dan dimanfaatkan. Artikel adalah karya asli, berkualitas dan belum pernah diterbitkan di media lainnya. BASKARA: Journal of Business & Entrepreneurship mengundang para dosen, peneliti, pengkaji, praktisi, industri, dan pemerhati serta mahasiswa S1/S2/S3, untuk mengirimkan paper atau artikel ilmiahnya. Paper yang masuk akan di-review secara peer-review. Setelah proses review selesai, hasil review akan diinformasikan kepada penulis paper melalui sistem Open Journal System (OJS). BASKARA: Journal of Business & Entrepreneurship diterbitkan secara berkala, setiap dua kali dalam setahun (Oktober dan April) oleh Pusat Inkubator Bisnis dan Kewirausahaan (PIBK) Universitas Muhammadiyah Jakarta.
Arjuna Subject : Umum - Umum
Articles 112 Documents
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The Influence of Marketing on Instagram and Ewom Social Media on Purchase Decisions is Mediated by Brand Trust at Fore Coffee Ngagel Surabaya Hutabarat, Debora; Sri Tjondro Winarno; Nisa Hafi Idhoh Fitriana
BASKARA : Journal of Business and Entrepreneurship Vol. 7 No. 2 (2025): BASKARA: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

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

Abstract

This study aims to analyze the impact of marketing through social media, Instagram, and Electronic Word of Mouth (EWOM) on purchasing decisions, considering the mediating roles of Brand image and Brand trust at the Fore Coffee branch in Ngagel, Surabaya. The method used in this research is quantitative with a survey approach, where the questionnaire is the primary data collection tool. The obtained data were analyzed using the Structural Equation Model (SEM) with the assistance of WarpPLS 7.0 software. The results indicate that Instagram and EWOM positively and significantly influence purchasing decisions directly and indirectly through Brand image and Brand trust. Instagram contributes 27.6% to purchasing decisions, while EWOM contributes 14.8%. Additionally, Brand image and Brand trust act as mediators in the influence of Instagram and EWOM on purchasing decisions, with contributions of 22% and 23.1%, respectively. This research provides practical implications for Fore Coffee in optimizing marketing strategies through Instagram and enhancing service quality to maintain customer satisfaction.
Innovation as A Driver of SMEs Sustainability: A Systematic Review of the Literature Latifannisa, Nuri; Yunia Wardi; Marwan
BASKARA : Journal of Business and Entrepreneurship Vol. 7 No. 2 (2025): BASKARA: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

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

Abstract

One interesting area of research is innovation for the sustainability of Small and Medium Enterprises (SMEs), which has increasingly attracted economists' attention in recent years. This paper is a literature review of several articles on the application of innovation to encourage SME sustainability. This paper aims to ensure that technological, process, and production innovation are integrated ways to drive SME sustainability and are most widely used in the literature, especially about SME sustainability. Based on a comprehensive review of innovation variables with systematic literature review methods, the search yielded 25 articles from journal publications indexed in ScienceDirect. The results concluded that product innovation could create significant added value and open up new market opportunities while marketing innovation and business models can increase customer reach and adaptability of SMEs to a dynamic business environment. Product innovation, marketing, and business models can be applied to encourage SMEs' sustainability to encourage SMEs' sustainability. Government policy support, access to financing, and strategic partnerships are critical factors for the success of this innovation initiative, which overall improves the competitiveness and viability of SMEs.

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