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All Journal Enrichment : Journal of Management
Azizah Fauziyah
Universitas Pendidikan Indonesia, Indonesia
Economics, Econometrics & Finance

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Implications of empathize in the design thinking method on the value of entrepreneurship creativity (study on SMES in Depok City) Uswatun Hasanah; Azizah Fauziyah; Ismail Yusuf
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1363

Abstract

Entrepreneurship is simply associated with activity creating a business that has potential to financial benefits. Many of the business actors in Depok City set up businesses solely because want to gain financial benefits and don’t understand the basic values of entrepreneurship, therefore this research aims to determine the impact of empathize method approach on entrepreneurial creativity value of entrepreneur participants in Depok City in 2020. This a quantitative research use descriptive approach, and a quasi-experimental method. Population in this study taken from New Entrepreneurial Participants in City of Depok for the 2020 Fiscal Year. Saturated sample of 75 participants used in this research. Based on the output, can be concluded that there are differences in creativity after using the empathy map approach. The results can contribute to the field of educational Entrepreneurship, related to the treatment given, namely the empathy approach, which can have an impact on entrepreneurial creativity. The Department of Cooperatives and Micro Enterprises for the City of Depok can focus their training by adding an empathetic approach or design thinking method to the participants to encourage them to see opportunities in a targeted and creative way in entrepreneurship so can improve their entrepreneurial skills and overcome unemployment.
The effect of celebrity endorsement on consumer decisions using the Ruangguru application Dwi Nuryanti; Azizah Fauziyah; Ismail Yufus
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1372

Abstract

Celebrities in the modern era fulfill a powerful role in various marketing communications activities. Indonesia is one country that has many celebrities who take advantage of this condition, have a role as communicators in sales promotions. Currently, the trend in Indonesia, the use of social media spreads instantly which reflects the image, idea, reason or product. In general, consumer perceptions and intentions to buy a product are related to its characteristics or to imitate the person who uses it. The trend of using celebrities in sales promotions is massive and expanding to all sectors, including the education sector. One brand that utilizes the role of celebrities in its marketing is Ruangguru. A Brand engaged in the education sector. This study aims to determine the effect of celebrity endorsers on consumer decisions using the Ruangguru application. The type of research data n is quantitative which comes from filling out the questionnaire. Measurement of data in this study using a Likert scale. The population in this study were students of SMA Negeri 15 Jakarta. The sample used as many as 86 respondents. The sampling technique in this study used sampling with a non-probability sampling technique. The method used in this study is the purposive sampling method. The test instrument used in this study used the Validity Test and Reliability Test. The data analysis technique used in this research simple linear regression analysis. The hypothesis in this study is there is no positive influence between celebrity endorsers and purchasing decisions. The results showed that celebrity endorsers influenced students' decisions to use the Ruangguru application by 59%.
Co-Authors Dwi Nuryanti Ismail Yufus Ismail Yusuf Uswatun Hasanah