Etsa Setiyati

Dalam mendirikan sebuah usaha, nama merek dan kualitas produk menjadi hal penting yang perlu diperhatikan. Oleh karena itu, dengan adanya branding atau re-branding dapat menjadi batasan dan pembeda setiap pelaku usaha satu dan usaha lainnya. Selain itu, perancangan media promosi juga sangat membantu dalam meningkatkan awareness. Objek perancangan dalam Tugas Akhir ini adalah Clothing Maker-Garmen di Malang. Clothing Maker-Garmen merupakan salah satu usaha kecil menengah yang bergerak di bidang konveksi baju. Sejak didirikan pada tahun 2014, Clothing Maker-Garmen belum banyak dikenal masyarakat luas. Oleh karena itu, perlu dilakukan re-branding guna meningkatkan brand awareness serta pendapatan usaha (income). Media yang dihasilkan berupa logo (positif dan negatif), slogan, corporate identity (kop surat, amplop, stempel, nota pembayaran), buku graphic standart manual (GSM), serta media promosi berupa brosur, kartu nama, buku katalog dan merchandise. Metode yang digunakan yaitu metode...

The phenomenon of the COVID-19 pandemic requires prevention actions, such as social and physical distancing. In education, there is no choice but to adapt to online learning from traditional face-to-face learning. Online learning is divided into two approaches, namely synchronous and asynchronous learning. In practice, both synchronous and asynchronous learning have their respective advantages and disadvantages that can affect the efficiency and the effectiveness of online learning that are felt by students. The present study has analyzed students’ acceptance of synchronous learning and asynchronous learning by comparing the results of the two approaches that were used in educational institutions. Data from 162 respondents in the synchronous and 147 asynchronous online learning surveys were obtained through distributing online questionnaires. The present research utilized multigroup partial least square-structural equation modeling (PLS-SEM) for data analysis. The results indicate t...

Small and medium food enterprises (SMFEs) have the potential to increase sustainable competitiveness through innovation. Previous research proves that one of the factors that hinder the implementation of SMFE innovation is the limited capability of entrepreneurs to manage their human resources. Research on human resources in SMEs is more focused on employees and the relationship with company performance but is still very limited on the capabilities of SMFE entrepreneurs. This research fills the gap by improving the capabilities of SMFE entrepreneurs in managing human resources (HRM) through training. Before the training, there was a training need analysis (TNA) through a Focus Group Discussion (FGD) with the head of the processed food section of the Malang Regency Industry and Trade Office and five SMFE representatives. The output from TNA is the acquisition of 14 training topics. Participants of the training were 35 SMFE entrepreneurs in Malang district that were selected purposive...

ABSTRAK Pemberdayaan anak akan konsumsi makanan jajanan di sekolah merupakan upaya untuk memastikan anak mampu mengambil keputusan konsumsi dengan tepat dan terlindung dari bahaya jajanan yang tidak sehat. Upaya tersebut antara lain menjadi tanggungjawab pemerintah pusat dan daerah. Penelitian ini menggunakan metode kualitatif melalui focus group discussion dengan instansi pemerintah, yaitu Balai Besar Pengawas Obat dan Makanan di Surabaya, Dinas Kesehatan Kota dan Kabupaten Malang serta Dinas Perindustrian dan Perdagangan Kota dan Kabupaten Malang. Hasil diskusi menunjukkan bahwa pemerintah mengambil peran mengatur regulasi yang berkaitan dengan sekolah, kantin dan Pedagang Kaki Lima (PKL) terkait dengan jajanan sehat untuk anak. Namun, di sisi lain program-program tersebut belum banyak berkaitan langsung dengan sasaran utama yaitu anak jajanan sekolah. Diperlukan pula upaya lintas sektoral untuk memberdayakan anak yaitu dengan melibatkan seko-lah dan orang tua. Kata kunci: Anak, p...

This study aims to examine local wisdom of consumer values, and classify and compare consumer values between or across generations of Javanese Baby Boomers, X, Y, and Z. The study employed a mixed-method approach. The data were gathered by conducting in-depth interviews with four Javanese families, and online surveys. All respondents were Javanese consumers, with 103 from Generation Z, 154 from Generation Y, 257 from Generation X, and 17 from Baby Boomers. The total respondents were 531 persons. Data analysis was performed using the one-sample t-test, factor analysis, ANOVA, and the Kruskal-Wallis test. The shift in consumption values did not occur in the Baby Boomer, nor in the X, Y, and Z generations. Most values of Javanese consumers are thriving and are still being held by all generations. The shifting values are about ambition, patience, social recognition, ngalah [to yield or to succumb], ethok-ethok [having an indirect opinion or pretending]. This study provides follow-up imp...

To boost the entrepreneurial culture in Indonesia, higher education institutions are encouraged to facilitate entrepreneurship in the curricula. In the last two decades, more and more universities in Indonesia adopt entrepreneurship education in their curriculum. The problem now is whether the entrepreneurship subjects at each university have been able to equip students with the ability to build and manage their own business, as well as to trigger students to create a business and not looking for a job after graduation. This study elaborates and evaluates entrepreneurial learning models that are applied at the University in Indonesia (case: Universitas Ma Chung). The evaluation result reveals that the entrepreneurship learning model which consist of six modules (1)"Developing Entrepreneurship Mindset", (2)"Idea Generation", (3)"Business Function", (4)"Legal Plan", (5)"Business Plan Preparation", and (6)"Business Growth" is ...

Pemberdayaan anak akan konsumsi makanan jajanan di sekolah merupakan upaya untuk memastikan anak mampu mengambil keputusan konsumsi dengan tepat dan terlindung dari bahaya jajanan yang tidak sehat. Upaya tersebut antara lain menjadi tanggungjawab pemerintah pusat dan daerah. Penelitian ini menggunakan metode kualitatif melalui focus group discussion dengan instansi pemerintah, yaitu Balai Besar Pengawas Obat dan Makanan di Surabaya, Dinas Kesehatan Kota dan Kabupaten Malang serta Dinas Perindustrian dan Perdagangan Kota dan Kabupaten Malang. Hasil diskusi menunjukkan bahwa pemerintah mengambil peran mengatur regulasi yang berkaitan dengan sekolah, kantin dan Pedagang Kaki Lima (PKL) terkait dengan jajanan sehat untuk anak. Namun, di sisi lain program-program tersebut belum banyak berkaitan langsung dengan sasaran utama yaitu anak jajanan sekolah. Diperlukan pula upaya lintas sektoral untuk memberdayakan anak yaitu dengan melibatkan sekolah dan orang tua.

Wayang Topeng Malangan is a valuable cultural asset with various potentials for the development of the nation's character, but the many people in Malang are still unaware. Getting to understand the studio is the entrance for the people to understanding Wayang Topeng Malangan, one of which is Padepokan Seni Topeng Asmorobangun. The aim of this research is to obtain a visual marketing communication design in the form of Asmorobangun brand, that can increase brand equity, as well as marketing media that can become a medium of information for Malang city people to understanding Wayang Topeng Malangan. With a customer-based marketing strategy (STP), and marketing mix (4P), the results is is the concept of design in the form of 'millenial', progressive, democratic, popular, which in itself offers value in a more progressive form. With visualizations communicating those positions, it is expected to foster brand equity in the target market of young people (men and women) at 18-2...

Small and Medium Food Industries (SMFIs) play an important role in the national economy but its competitiveness is low due to the limited innovation applied by business managers. Current innovation research is partial and excludes disruptive innovation and sustainable competitiveness. This research fills the gap by developing a model for increasing the competitiveness of SMFIs based on disruptive innovation and identifying constraints faced by SMFIs if the model is implemented. Data was collected through Focus Group Discussions and surveys using questionnaires. With a model framework approach, the model is composed of six subsystems, namely input, production process, post production, marketing, and supporting institutions. The potential for disruptive innovation lies in the quality of functional food products and low production costs because resources are available locally. However, the potential for disruptive innovation has not been utilized optimally by SMFI due to various obstac...

Orientasi pasar sangat berharga bagi perusahaan karena membantu organisasi untuk terus fokus dalam mengumpulkan informasi mengenai kebutuhan pelanggan dan kemampuan pesaing, dalam upaya menciptakan bisnis yang berkelanjutan. Inovasi juga merupakan fungsi penting dalam manajemen untuk memenangkan persaingan. Studi tentang orientasi pasar dan inovasi dalam usaha kecil yang dikelola oleh pengusaha perempuan dianggap penting dalam mengidentifikasi dimensi yang perlu ditangani dalam strategi mengembangkan usaha kecil dan memberdayakan perempuan untuk dapat meningkatkan kinerja bisnis dan berkontribusi pada pertumbuhan ekonomi dalam masyarakat. Penelitian ini bertujuan untuk menguji apakah ada perbedaan yang signifikan dalam penerapan orientasi pasar dan inovasi antara industri kerajinan kecil dan non-kerajinan tangan di Malang; dan untuk menganalisis sejauh mana penerapan orientasi dan inovasi pasar telah digunakan. Survei ini didistribusikan kepada 113 responden secara proporsional (ant...

... 235, pp. 1-39. Retrieved August 28, 2007. [Online].Available: http://www.anu.edu.au/caepr/ Publications/DP/2002_DP235.pdf. ... 29 – 51. 2001. [30] Chhabra, D, 'Defining Authenticity and Its Determinants: Toward an Authenticity Flow Model', Journal of Travel Research, vol. 44, pp. ...

The small and medium-sized food industry (SMFI) has a great opportunity to meet domestic market demand during the Covid-19 pandemic but there are various obstacles. This paper aims to present the constraints faced by SMFIs, especially concerning raw materials and marketing, in taking advantage of domestic market opportunities, and proposes alternative solutions. The study was conducted on four SMFIs that produce functional food in Malang Regency. Data were collected through in-depth interviews. The results showed that the demand for functional foods such as garlic, ginger, turmeric and fruits increased during the Covid-19 pandemic, which seemed to be related to public awareness about increasing immunity. However, the obstacles faced by SMFIs were the high price of raw materials due to limited supply, and limited marketing because they did not have distribution licenses from BPOM. Information about the process and BPOM's distribution permit requirements was very limited for SMFI ...

As consumption and production increase, waste problems emerge since the consumption is not followed by the proper post-consumption activities such as waste management. Today waste management becomes a current issue in various field studies, including marketing. This descriptive research aims to analyze the cognitive, affective, conative attitudes of households towards waste segregation. The primary data are collected from 100 households which are drawn with convenience technique. The descriptive data are analyzed by using five boxes index analysis method. The findings prove that the cognitive attitude has a very high index value. It means that samples have knowledge and belief on the importance of the waste segregation and for family, other people and environment. The affective attitudes shows a low index, indicating that most of the respondents feel uncomfortable in doing waste segregation due to some reasons. Conative attitude has a high index values, reveals that most of the resp...

Retail tourism is a niche retail market of importance in Australia to both business and government with international students comprising a significant proportion of this market. A convenience sample of 216 international higher education (IHE) students at a West Australian university revealed that demographic characteristics showed statistically significant differences in authentic souvenir attributes and intention to purchase. Whilst female IHE students tend to buy arts, paintings or jewellery, IHE students from the Asian region tend to buy collectables or accessories. Older IHE students are more likely to purchase authentic souvenirs as gifts for other people. Overall, Australian souvenirs made in Australia were considered as being of high quality, expensive, authentic and prestigious compared with Australian souvenirs made elsewhere. Additionally, factor analysis showed that features influencing souvenir purchases could be grouped according to the four attributes of innovativeness, portability, symbolism and popularity.

The rise of creative industry in Malang city encourages small medium enterprises (SMEs), especially in fashion sector, to embrace customer involvement strategy through co-creation. This implies the change of marketing paradigm within the industry: from company-centric towards customer-centric. This research aims to explore contributing factors that drive SMEs to apply co-creation strategy, specifically in fashion sector. It also seeks to identify types of co-creation strategy that have been adopted, and investigates the impact of co-creation strategy for business success. Therefore, the research employs qualitative method with in-depth-interview data collection. The result discover that fierce competition, engagement with customers, and speed of innovation within fashion industries are the underlying factors that drive SMEs to embrace customer involvement through co-creation. The form of co-creation application which have been adopted by SMEs can be categorized in term of three aspects, which are: type, dimensions, and levels of co-creation. Based on type of co-creation, SMEs apply “crowd of people” technique whereby the owners of SMEs engage consumers by inviting them to produce and innovate together. In term of dimension, all participants apply DART (Dialogue, Access, Risk Benefit, and Transparency) method. Meanwhile, levels of co-creation implementation involve the stage of ideation and product development as well as commercialization and post launch. The research also finds that the impact of co-creation strategy includes increasing number of loyal customers, repeat purchases, decreasing cost of research and development, and the widespread word-of-mouth promotion.

Ecotourism is becoming an important issue to discuss in tourism industry, both practically and theoretically. The attempt of building sustainability involves good cooperation between many parties, including governments, tourism operators, and tourists. Ecotourism mainly focuses on the effort of creating balance between environmental conservation and tourists’ satisfaction. Management of ecotourism requires understanding of tourists’ behavior towards natural and social environment in order to be able to encourage them to have more concern and involvement toward sustainability. This research aims to investigate tourists’ behavior toward ecotourism by exploring their cognitive, affective, and conative attitudes. The research collects primary data through surveys to 220 tourists at two major ecotourism sites in East Java, which are Bromo-Tengger-Semeru area and Cangar area. The result shows that most tourists understand the importance of conserving natural areas of ecotourism sites, and interested to learn about it, but receive minimum information from ecotourism operators regarding how they should behave and act in objectifying their concern for the environment. The result also indicates that tourists have willingness to change their behavior toward environment conservation and to involve in conservation programs, as long as they receive reliable information from the responsible parties. Marketing implication of these findings is that ecotourism operators need to create educative yet interesting programs in order to create better awareness towards ecotourism sustainability and increase tourists’ involvement.