cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Dyah Palupiningtyas
Contact Email
dyahpalupi@stiepari.ac.id
Phone
+6281392202747
Journal Mail Official
jurnal@apji.org
Editorial Address
Jl Lamongan Tengah No. 2 Bendan Ngisor Gajahmungkur , Semarang, Provinsi Jawa Tengah
Location
Kota semarang,
Jawa tengah
INDONESIA
Jurnal Manajemen Bisnis Kewirausahaan
Published by Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang
ISSN : 2829260X     EISSN : 28292502     DOI : https://doi.org/10.56910/jumbiwira.v1i1
Core Subject : Economy,
Economics, Econometrics & Finance
JUMBIWIRA: Jurnal Ilmiah Manajemen Bisnis Dan Kewirausahaan E-ISSN:XXXX-XXXX (Online) / P-ISSN:XXXX-XXXX (print) diterbitkan oleh BADAN PENERBIT STIEPARI PRESS. Penerbitan jurnal ini bertujuan untuk meningkatkan kualitas ilmu pengetahuan, serta menyalurkan minat berbagi dan menyebarluaskan ilmu pengetahuan kepada akademisi, mahasiswa, praktisi dan pemerhati ilmu pengetahuan. Redaksi menerima artikel penelitian terkait Ilmiah Manajemen Bisnis Dan Kewirausahaan dan terbit tiga kali dalam setahun yaitu edisi April, Agustus dan Desember.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 190 Documents
 15   16   17   18   19 
Dari Kearifan Lokal Menuju Pasar Global : Memanfaatkan Strategi Bisnis Berbasis Warisan Budaya untuk Pertumbuhan UMKM di Banyumas Puspita Lianti Putri; Riska Nadiya Salsabela
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2972

Abstract

This study explores how Micro, Small, and Medium Enterprises (MSMEs) in Banyumas utilize local wisdom as a business strategy to increase competitiveness in national and global markets. Using a qualitative case study approach, data were obtained through in-depth interviews, participant observation, and document review involving MSMEs with locally based cultural products. Thematic analysis identified four key themes highly relevant to MSME development: preservation and innovation of culturally based products, branding strategies through storytelling, digitalization for market expansion, and barriers to global marketing. This study demonstrates that integrating local culture can strengthen brand identity and provide additional appeal to consumers seeking authenticity and cultural value in products. Products such as batik, handicrafts, and Banyumas specialty foods can appeal to the global market if well-packaged and accompanied by stories that touch on cultural values. However, limited digital literacy and export regulations are significant obstacles to MSME market expansion globally. Therefore, stronger support from the government and the academic sector is needed to help MSMEs improve their understanding of digital marketing, improve export regulations, and create international networks. Synergy between MSMEs, the government, and academics is essential to design integrated strategies based on culture and technology to expand their market reach. This research contributes theoretically to the creative economy literature and provides practical guidance for the sustainable development of culture-based MSMEs, which can ultimately improve the competitiveness and welfare of MSMEs in Banyumas. Furthermore, this research also highlights the importance of utilizing digital technology as an integral part of MSME business strategies.
Etika Buzz Marketing dalam Industri Kecantikan: Tinjauan Normatif terhadap Strategi Komunikasi Pemasaran Digital yang Berpengaruh Aprinawati Aprinawati; Shelyati Shelyati; Tri Mualim; Bambang Irawan; Kharisma Oktaviani; Reza Palupi; Stepanes A Pardede
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2857

Abstract

The beauty industry is among the fastest-growing and most competitive sectors globally. In an attempt to gain a competitive advantage, many companies adopt buzz marketing strategies to create product virality and accelerate sales growth. Buzz marketing leverages social media platforms, utilizing influencers, buzzers, and affiliators to spread messages that generate interest and shape positive public perception. While commercially effective, this marketing technique raises significant ethical concerns, particularly regarding the psychological and social pressure imposed on women—the industry's primary consumer base. This study aims to evaluate the contribution of buzz marketing to the beauty industry while critically examining its ethical implications. Using the normative BP3 approach—Intents, Means, and Ends—this research analyzes how the strategy aligns with or violates ethical marketing principles. A qualitative method is employed through literature review and case analysis to support the normative assessment. The findings reveal that although buzz marketing serves legitimate business objectives, the means by which it operates often perpetuate unrealistic beauty ideals and reinforce societal expectations around physical appearance. This has the unintended consequence of contributing to body image dissatisfaction, mental health struggles, and the normalization of exclusionary beauty standards. These effects raise concerns about the ethical integrity of such practices. The study concludes that for the beauty industry to evolve ethically, it must adopt more inclusive and socially responsible marketing practices. Companies are encouraged to shift toward messaging that celebrates diverse appearances, promotes self-acceptance, and prioritizes consumer well-being. Ethical marketing in this context is not only a moral imperative but also a sustainable strategy for long-term brand trust and loyalty.  
Analisis Bauran Pemasaran dalam Meningkatkan Penjualan Produk Topi pada CV Stabil Distro Rian Firmansyah; Angga Nadiyanto Prastian
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2912

Abstract

This study aims to analyze the implementation of the marketing mix strategy (7P marketing mix) implemented by CV Stabil Distro in an effort to increase sales of hat products. The approach used is descriptive qualitative with data collection techniques through interviews, observation, and documentation. The research subjects consisted of the business owner, marketing staff, and several consumers who have made purchases. The focus of this study lies in how each element in the 7P marketing mix, namely product, price, place, promotion, people, process, and physical evidence, is implemented by the company, and how it influences consumer purchasing decisions. The results show that the elements of product, promotion, and process are the most dominant factors in attracting consumer buying interest. CV Stabil Distro utilizes social media such as Instagram and WhatsApp, as well as marketplaces like Shopee to reach a wider market. In addition to digital promotions, offline promotions are also carried out to increase brand visibility. However, the company faces several obstacles such as intense price competition, rapidly changing fashion trends, and obstacles in the distribution process. As a solution, this study recommends product diversification strategies, improving delivery service quality, and collaborating with influencers to enhance competitiveness. These findings are expected to not only contribute theoretically to the literature on marketing strategies in the local fashion sector but also serve as a practical reference for MSMEs in formulating marketing strategies that adapt to market dynamics.
Analisis Strategi Pemasaran Deposito untuk Meningkatkan Dana Pihak Ketiga di Bank BJB Cabang Sumber Vinda Reviana; Muhammad Syaefulloh; Dwi Harini; Nur Afridah
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2931

Abstract

This study aims to analyze the marketing strategy for deposit products to increase Third Party Funds (DPK) at Bank BJB's Sumber Branch. Deposits are a crucial component of banking operations, serving as the primary source of bank financing for lending and investment activities. In an era of increasingly competitive banking industry, particularly with the development of technology-based financial services (fintech), conventional banks are required to have innovative, adaptive, and customer-oriented marketing strategies. This study uses a descriptive qualitative approach to describe the phenomena in depth. Data were collected through direct field observations, in-depth interviews with internal bank personnel, and documentation related to the strategy and implementation of deposit product promotions. The analytical technique used in this study was a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to evaluate the current marketing strategy and formulate future improvement measures. The results show that Bank BJB's Sumber Branch possesses several internal strengths, such as high public trust, close ties with the local community, and competitive and flexible deposit products. However, several weaknesses also exist, such as limited use of digital media and suboptimal financial product literacy among some customers. Externally, opportunities that can be exploited include increased public interest in safe investment products, while threats come from fintech competition offering similar products in more practical ways. Based on these findings, deposit product marketing strategies need to be directed at strengthening digital promotion, improving customer financial literacy, and developing more personalized services. This is expected to significantly increase third-party funds (DPK) and maintain sustainable bank growth amidst the current dynamics of the financial industry.  
Pengaruh Lingkungan Kerja dan Work Life Balance terhadap Kepuasan Kerja Karyawan pada PT Bumi Serpong Damai Tbk Tangerang Selatan Esteria Silalahi; Nurhadi Nurhadi; Seno Sudarnomo
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2938

Abstract

This study was motivated by the importance of work environment and work-life balance in improving employee job satisfaction at PT Bumi Serpong Damai Tbk. The purpose of this study was to examine the partial and simultaneous effects of work environment and work life balance on employee job satisfaction at PT Bumi Serpong Damai Tbk. The population and sample for this study consisted of 100 respondents, with a saturated sampling technique used. The results of the study indicate that the work environment has a positive and significant influence on job satisfaction, with a calculated t-value of 5.038 (p < 0.05). Work life balance also has a positive and significant influence, with a calculated t-value of 5.765 (p < 0.05). Simultaneously, both variables significantly influence employee job satisfaction with a calculated F value of 89.787 (p < 0.05) and a variable contribution of 64.9%. These findings emphasize that both factors are crucial for management to consider in efforts to enhance employee job satisfaction. Based on the research results, it is recommended that companies improve workplace conditions by providing adequate facilities and creating a supportive work environment. In conclusion, enhancing a conducive work environment and implementing effective work-life balance are key factors in improving employee job satisfaction at PT Bumi Serpong Damai Tbk, which will positively impact overall company productivity and performance.
Pengaruh Kompetensi dan Motivasi Kerja terhadap Kinerja Pegawai pada Sub Bagian Tata Usaha Direktorat Pendidikan Khusus dan Pendidikan Layanan Khusus Fakhri Rahman Azzura; Suharini Suharini
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2941

Abstract

Employee performance is a fundamental factor in determining the success of a government agency in achieving the organization's vision and mission. Low employee performance is often caused by a lack of adequate competence and weak work motivation. Competencies include knowledge, skills, and attitudes that are relevant to the task, while work motivation reflects internal and external motivations that affect the level of effort of employees in carrying out their responsibilities. This study aims to analyze the extent to which competence and work motivation can affect employee performance in the Administration Sub-Division of the Directorate of Special Education and Special Service Education. The research method used was a quantitative approach with the distribution of questionnaires to 46 respondents, consisting of employees within the agency. The results of the partial test (t-test) showed that competence had a significant influence on employee performance (t-count = 2.049 > t-table = 2.016; sig. 0.047). Similarly, work motivation exerted a significant influence (t-count = 3.763 > t-table = 2.016; sig. 0.001). Simultaneously, the F-test proved that competence and work motivation had a significant effect together (F-count = 11.003 > F-table = 3.214; sig. 0.000). The value of the determination coefficient (R Square) of 0.339 indicates that 33.9% of employee performance variations can be explained by competence and work motivation, while the rest is influenced by other factors such as work environment, leadership, and reward system. The practical implications of this study emphasize the importance of improving employee competencies through continuous training, as well as effective motivational strategies such as incentivization, rewards, and strengthening communication. This effort is expected to be able to create optimal and sustainable performance in supporting the achievement of organizational goals.
Pengaruh Social Support, Service Security, Information Quality, Perceived Ease To Use, Perceived Usefulness terhadap Trust dan Repurchase Intention pada Pengguna Aplikasi Shopee : Studi pada Mahasiswa Unissula Indah Khumalasari; Hendar Hendar
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.2996

Abstract

This study aims to evaluate the impact of social support, service security guarantees, information quality, perception of operational ease, and perception of usefulness in forming trust and the tendency to make repurchases by Shopee application users. The main focus of this study is to assess how the role of support from the social environment, perception of transaction security, reliability of the information provided, ease of use, and usability of applications in forming trust, ultimately drives users' decisions to return to purchase. This research was conducted on students of the Sultan Agung Islamic University (UNISSULA) in Semarang, with a quantitative approach and an explanatory research design. A total of 200 respondents were selected selectively using the purposive sampling technique. Data was obtained through the distribution of closed questionnaires that have been tested for validity and reliability. Data analysis was carried out using multiple linear regression methods and path analysis to test the role of trust mediation as an intervening variable that affects the relationship between free variables and repurchase intentions. The results show that social support, service security, information quality, ease of use, and usability of applications have a significant influence on user trust. This trust then proved to be a strong mediating variable in influencing the repurchase intention of Shopee users. These findings confirm the importance of psychological and functional aspects in building customer loyalty on digital-based and ever-evolving e-commerce platforms. The practical implications of this study encourage e-commerce players to focus on improving the quality of digital services by paying attention to user perceptions of convenience, usability, and security, as well as strengthening social communication that builds trust.
The Core Marketing Concept: The Foundation of a Consumer-Oriented Business Strategy Eka Safitri; Enrico Jonathan Hartono; Lalu Fatria Zulhadi; Lia Qelina; Lucia Anindya Wijayakusuma
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.3120

Abstract

This research is motivated by the demands of global competition in the healthcare sector, which places consumers at the center of business strategy, where the success of hospitals is determined not only by the quality of medical services but also by their ability to respond dynamically to patient needs. The purpose of this study is to examine theories and previous research on the core marketing concept and to explore the role of consumer orientation as the foundation of a sustainable business strategy. The method used is qualitative research with a literature study design through an in-depth review of books, scientific journals, and relevant literature selected purposively based on theme, credibility, and currency. The findings indicate that the core marketing concept significantly contributes to understanding consumer needs, wants, and demands, while also driving innovation, loyalty, and organizational competitiveness. The integration of consumer orientation into business strategies has been proven to foster sustainability, as it links organizational goal achievement with added value for consumers. The implications of this research emphasize that the application of the core marketing concept is not only theoretically relevant but also practical as a foundation for formulating business strategies that are responsive to market changes and oriented toward long-term competitive advantage.
Pengaruh Motivasi Kerja Intrinsik dan Ekstrinsik terhadap Kinerja Karyawan PT. Citra Andalan Rasa Fira Firnanda; Isabella, Astrid Aprica; Novalita Novalita
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.3138

Abstract

This study aims to determine the effect of Intrinsic and Extrinsic Work Motivation on employee performance at PT. Citra Andalan Rasa. Intrinsic Work Motivation includes drives that come from within employees, such as the desire to succeed, future hopes, and personal satisfaction, while Extrinsic Work Motivation includes external factors such as the work environment, leadership, and appreciation. PT. Citra Andalan Rasa is a souvenir company in Lampung Province that faces challenges in the form of fluctuations in monthly sales targets and mismatches in work responsibilities, which have the potential to reduce employee performance. The type of data in this study uses quantitative research using primary and secondary data. In this study, a saturated sampling technique was used to determine the research sample because it has a population of less than 100 or the entire population is used as a sample, so the determination of the sample for this study was 36 respondents. The analysis technique used was through Validity Test, Reliability, Multiple Linear Regression, Classical Assumptions, and Hypothesis. From the results of the research that has been done, it shows that Intrinsic and Extrinsic Work Motivation have a significant effect together on Employee Performance at PT. Citra Andalan Rasa.  Intrinsic and extrinsic motivation account for 92% of employee performance at PT Citra Andalan Rasa. The remaining 8% is influenced by other factors not examined in this study.
Peran Artificial Intelligence dalam Personalisasi Strategi Pemasaran Digital Nabilah Fikriyah; Theodorus Sendjaja
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.3146

Abstract

Digital marketing has grown rapidly in recent years; however, one of the greatest challenges today is capturing consumer attention amid an overwhelming flow of information. This study aims to analyze the role of Artificial Intelligence (AI) in personalizing digital marketing strategies to make them more effective and targeted. The research method used is a literature review, examining various scientific journals, books, and recent industry reports relevant to this topic. The findings reveal that the application of AI enables a much deeper and more efficient level of personalization compared to traditional market segmentation approaches. AI technologies such as machine learning, natural language processing (NLP), and predictive analytics allow companies to analyze massive amounts of consumer data in real-time. This capability helps businesses understand consumer preferences, behaviors, and interaction histories, enabling them to deliver highly relevant product recommendations, content, and advertisements to the right individuals, at the right time, through the most effective channels. The key findings of this study emphasize that integrating AI into digital marketing strategies significantly improves campaign effectiveness, enhances customer experience, and strengthens brand loyalty, ultimately leading to higher conversion rates. The implications indicate that implementing AI in digital marketing is no longer an option but a strategic necessity for businesses to remain competitive in today’s dynamic digital era. Therefore, AI can be considered a critical tool for creating personalized, interactive, and consumer-oriented marketing strategies that drive engagement and long-term business growth.

Page 17 of 19 | Total Record : 190

 15   16   17   18   19 

Filter by Year

2022 2025


Reset
Filter By Issues
All Issue Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 2 (2025): Agustus : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan Vol. 3 No. 2 (2024): Agustus : Jurnal Manajemen Bisnis Kewirausahaan Vol. 3 No. 1 (2024): April : Jurnal Manajemen Bisnis Kewirausahaan Vol. 2 No. 3 (2023): Desember : Jurnal Manajemen Bisnis Kewirausahaan Vol. 2 No. 2 (2023): Agustus : Jurnal Manajemen Bisnis Kewirausahaan Vol. 2 No. 1 (2023): April : Jurnal Manajemen Bisnis Kewirausahaan Vol. 1 No. 3 (2022): Desember : Jurnal Manajemen Bisnis Kewirausahaan Vol. 1 No. 2 (2022): Agustus : Jurnal Manajemen Bisnis Kewirausahaan Vol. 1 No. 1 (2022): April : Jurnal Manajemen Bisnis Kewirausahaan More Issue