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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management - Small and Medium Enterprises (SME's) Nusantara Science and Technology Proceedings International Journal Of Science, Technology & Management (IJSTM) JICS : Journal Of International Community Service
Evanthi, Ayundha
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Planning and Implementation of Event Marketing in Sociopreneurship Evanthi, Ayundha; Mukti Azhar, Ratih
International Journal of Science, Technology & Management Vol. 4 No. 6 (2023): November 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i6.1003

Abstract

Growing in popularity and garnering a lot of public attention right now is social entrepreneurship, which has the ability to lessen societal problems and enhance people's quality of life. Social entrepreneurs can utilize event marketing to enhance event experiences and boost behavioral intention. The purpose of this study is to outline the components of implementation, restrictions, and planning. Using participant observation approach methodologies, interviewing techniques, descriptive qualitative kinds, and source triangulation as a measure of data validity, this study examines the marketing of CIS (Creative Inclusion Sociopreneurship) events. The study's findings demonstrate how social entrepreneurship-focused events improve guests' event experiences through event marketing, where customers engage with brands and provide value. Events give customers the ability to directly engage with brand reality. Consumers help create the experience, thus through event marketing, the business should give them access to an engaging environment where experiences can occur. Event marketing is not only an idea; it needs to be put into practice. This study also indicates that intention and implementation are related, with the event influencing the intention to suggest and revisit the event as well as the desire to feel satisfied with the experience. The organizer of the sociopreneurship marketing event must assemble comprehensive planning and implementation recording that is clear, comprehensive, and includes all necessary information for pre-, main-, and post-event marketing.
TRANSFORMASI INOVASI MODEL BISNIS PADA UMKM BATIK PASCA PANDEMI COVID 19 Azhar, Ratih Mukti; Evanthi, Ayundha
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 1 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i1.14535

Abstract

The pandemic phenomenon had a significant impact on small and medium-sized enterprises, compelling them to respond to the situation. Business Model Innovation (BMI) represents an innovation model suitable for the sustainability of small and medium-sized enterprises, particularly as the local SME situation deteriorated during the first two years of the COVID-19 pandemic, specifically in 2020-2021. The reconfiguration of business models has emerged as one of the alternatives for SMEs to overcome these challenges. The business model concept enables Small and Medium Enterprises (SMEs) to tackle dynamic business challenges. In reality, the alteration of Business Models (BMs) in SMEs varies across different organizations. This research aims to provide insights into the changes in BMs for SMEs following the pandemic, specifically within the batik industry, through the Integrated Marketing Communications (IMC) approach applied to various case studies. The method used in this research is descriptive qualitative through case studies with case selection using a purposive sampling approach, which is the MSME of the Batik Industry. The results of this study offer empirical information about the Business Model Innovation (BMI) of SMEs during the pandemic, which can serve as a foundation for further research in BMI, particularly concerning SMEs. Keywords: Business Model Innovation; SMEs; Batik; Pandemic
FOTO KATALOG UNTUK BRANDING PRODUK UMKM CEMAL CEMIL CHIKA DI KELURAHAN GUNUNG ANYAR Calvin, Calvin; Evanthi, Ayundha
JICS : Journal Of International Community Service Vol 2 No 01 (2023): JICS : Journal Of International Community Service
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM Azramedia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jics.v2i01.722

Abstract

Product photos are images taken to visually show potential buyers how the appearance and characteristics of the product offered. This activity aims to illustrate the product branding process of the Cemal Cemil Chika MSME catalog photo in Gunung Anyar Village carried out by the Real Working Group (KKN) Group 87 UPN Veteran East Java. The method of conducting this research involves observation, interviews, counseling, and product photo branding training to MSMEs Cemal Cemil Chika. The results of this study show that through the implementation of product photo branding methods, the photo catalog of MSMEs Cemal Cemil Chika can be significantly improved. Attractive product photos manage to attract the interest of potential customers more effectively. The use of proper photography techniques, good lighting, and attractive visual composition has increased the visual appeal of product photo catalogs.
Creative Economy-Based Cultural Tourism Through Sustainable Tourism in Kampung Batik Okra Surabaya Azhar, Ratih Mukti; Rosyanti, Daisy Marthina; Evanthi, Ayundha; Hardi, Ilham; Aulia A., Shabrina
Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/nstp.2024.4141

Abstract

The emerging tourist spot of Kampung Batik Okra Surabaya requires assistance for its development. Specifically, the community seeks support in enhancing the village's image as a tourist destination and leveraging social media for promotional purposes. Our team aims to facilitate this development by providing expertise on e-branding strategies to bolster the village's presence and appeal to a broader tourist audience. Additionally, we aim to enhance their social media proficiency and create product catalogs to better understand production capabilities and market demands. Through these efforts, aim to establish Kampung Batik Okra as a compelling tourist destination, emphasizing its uniqueness, beauty, authenticity, and sustainability. Our objectives include improving the village's branding through catalog and pamphlet creation, thus increasing its visibility and attractiveness to visitors. The objectives of this initiative are as follows: (1) Enhancing the visibility of Batik Okra Surabaya village through the creation of catalogs and pamphlets, as well as providing training in photography and videography for promotional purposes. Additionally, strengthening the village's presence through e-branding strategies utilizing social media platforms. (2) Facilitating knowledge transfer regarding the effective use of social media for promoting tourism in Kampung Batik Okra Surabaya. The anticipated outputs of these efforts include: (1) Improved branding through an e-branding approach capable of reaching a wider audience of tourists. (2) Enhanced proficiency in utilizing social media platforms for tourism promotion.
Business Model Inovation of Batik Kembang Turi Sidoarjo: A Lesson from the Pandemics Azhar, Ratih Mukti; Evanthi, Ayundha; Syarifudin, Adinda Rahmawati; Ratri, Lintang Mutiara
Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/nstp.2024.4149

Abstract

The recovery of the national economy after the COVID-19 pandemic is inseparable from the important role of MSMEs as a pillar of economic support. Its existence contributes to the gross domestic product by 61.97%. This phenomenon significantly affects the MSME business and triggers each business actor in this field to continue to develop their business, including Batik Kembang Turi Sidoarjo, which is one of the business actors that raises the potential of Batik as one of the local wisdom in Sidoarjo. This study was conducted to determine the description of business model innovation in Batik Kembang Turi Sidoarjo in facing the pandemic crisis. This research uses a qualitative approach to analyze information and obtain factual findings to understand these conditions through information on Business Model Innovation in MSMEs. The results show that BMI changes in Batik Kembang Turi Sidoarjo which refer to the Concept of BMI Conceptual Model Magnitude are in Quadrant Type 4 where high novelty and high complexity of changes in the elements of the business model. Changes in services where Batik Kembang Turi began to change their services to the tourism sector arose due to changes in consumer segments and value propositions radically changing the infrastructure system due to the extreme impact of the pandemic on their business and environment.
Peran Mediasi Motivasi Intrinsik Pada Pengaruh Gaya Transformational Leadership Terhadap Komitmen Organisasi Pada Karyawan Suara Surabaya Media Maulana, M Reza; Kustini, Kustini; Evanthi, Ayundha
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.6065

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh gaya transformational leadership terhadap komitmen organisasi melalui motivasi intrinsik sebagai variabel mediasi karyawan Suara Surabaya Media. Jenis penelitian ini adalah kuantitatif dengan menggunakan alat analisis software Smart PLS. Penelitian ini menggunakan sampel jenuh karena jumlah populasi yang sedikit dalam perusahaan ini. Populasi dalam penelitian ini yaitu 73 karyawan. Pengumpulan data dilakukan dengan observasi, wawancara dan penyebaran kuesioner. Teknik pengujian pada data meliputi uji validitas dan realibilitas, R-Sqaure dan uji hipotesis boothstrapping. Hasil penelitian ini menunjukkan bahwa variabel gaya transformational leadership dan motivasi intrinsik berpengaruh positif dan signifikan terhadap komitmen organisasi melalui motivasi intrinsik sebagai variabel mediasi pada karyawan Suara Surabaya Media.
Co-Authors Aulia A., Shabrina Calvin Calvin Hardi, Ilham Kustini Kustini Maulana, M Reza Mukti Azhar, Ratih Ratih Mukti Azhar Ratri, Lintang Mutiara Rosyanti, Daisy Marthina Syarifudin, Adinda Rahmawati