PREFERENSI KOMUNIKASI PEMASARAN TERPADU PERGURUAN TINGGI DI SURABAYA PADA ERA POSMODEREN

This study aims to determine the activities of Integrated Marketing Communication (IMC) which is the preference of students at private universities X in Surabaya. This research is a quantitative type of research using the slovin method and stratified random sampling combined with purposive sampling as a sampling method. Existing data is processed using SPSS Statistics so that the data is presented in tabular form as data analysis. The results of this study were to find several IMC activities that were considered the most interesting by these college students, starting from the most popular ones namely sales promotion (42%) and followed by personal sales, and advertising. In this study also known some IMC activities that are considered unattractive or even unknown by students in this tertiary institution starting from those considered unattractive or unknown such as events and experiences (31%), then following with direct marketing activities, and finally is an advertisement where some unknown or uninterested students are found

Interaksi Hiperpersonal dalam Penerapan Computer-Mediated Communication Akun Instagram @anneavantieheart

The Instagram account @anneavantieheart has been developed by a leading designer in Indonesia, Anne Avantie. The Instagram account has been verified and has 1.1 M followers on February 2023. The development of the digital era has made many public figures use various media to interact with followers who always hope to get new information from them. The social media platform Instagram is used by Anne Avantie for establishing communication with the public, especially her followers. The Instagram account @anneavantieheart become one of the channels used in Computer-Mediated Communication (CMC). The application of interaction between Instagram account owners @anneavantieheart and their followers seen from a perspective in the application of CMC is the aim of this study. The researchers uses the descriptive qualitative research method by conducting interviews with the social media maintenance officer, owner, and followers of @anneavantieheart Instagram account. Research shows that the application of CMC is carried out by the sender of the message to make the recipient feel closer to the message. The process of hyperpersonal interaction that occurs in the application of CMC to the Instagram account @anneavantieheart fulfills four elements, namely receivers in the context of Instagram social media where followers have a positive impression of the sender of the message. However, having exaggerated expectations. Sender is done by providing categories of uploaded content, namely daily life, inspiration, spirituality, and business promotion. Channels, Instagram social media are asynchronous which allows the account manager or social media maintenance officer to plan and produce regular and quality content. Feedback can be captured directly through the comments and direct message features and indirectly through Instagram analytics. Keywords: Hyperpersonal Interaction Perspectives, Computer-Mediated Communication, Instagram, Anne Avanti

Penguatan Komunikasi Pemasaran Digital Bagi Paguyuban UMKM Lakarsantri

Paguyuban UMKM Lakarsantri berlokasi di Kecamatan Lakarsantri, Surabaya. Dengan berkembangnya saluran penjualan, maka Paguyuban UMKM Lakarsantri ingin mengembangkan kemampuan anggotanya dalam memasarkan produk melalui media baru, khususnya aplikasi TikTok dan Shopee yang sedang digemari masyarakat. Menjawab kebutuhan tersebut, tim dari Universitas Ciputra Surabaya menyelenggarakan kegiatan pengabdian kepada masyarakat yang bertujuan untuk mengembangkan kemampuan kelompok masyarakat dalam memasarkan produk secara digital melalui aplikasi TikTok dan Shopee, serta mengembangkan fasilitas kelompok masyarakat untuk kebutuhan komunikasi pemasaran digital. Metode yang digunakan dalam program ini adalah pelatihan, pemberian alat penunjang, dan pendampingan. Hasil dari program ini adalah peningkatan kemampuan pemilik UMKM untuk menggunakan aplikasi TikTok dan Shopee, serta menghasilkan konten-konten komunikasi pemasaran melalui aplikasi tersebut. Keseluruhan program ini bermanfaat bagi peserta untuk meningkatkan kemampuan pemasaran mereka, sehingga dapat memberikan dampak positif bagi usaha mereka. Diharapkan program ini dapat menjadi acuan bagi penyelenggara lain yang menghadapi tantangan yang serupa

RECOGNIZING THE ENTREPRENEURIAL OPPORTUNITIES: A COMMON OUTCOME OF AN ENTREPRENEURIAL MINDSET

Entrepreneurship is important for economic growth in Indonesia. Entrepreneurial opportunities are essential to maintain a business. This study is intended to explore how business teams recognize entrepreneurial opportunities as a common outcome of their entrepreneurial mindsets. Specifically, this study explores how business teams express their ideas for introducing innovative products in a marketplace where entrepreneurial opportunities underlie those ideas. This study used a qualitative descriptive approach to achieve a comprehensive summarization. A few business teams had already enrolled in the entrepreneurship course. Each business team was asked to report how the business team recognized entrepreneurial opportunities. Content analysis was used to analyze the business team reports. The business team reports were coded into main categories, which the main categories were then analyzed using manifest analysis. The results showed that the business teams recognized the entrepreneurial opportunities underlying their business ideas. Business ideas have several characteristics. This study has implications, limitations, and suggestions for future studies

USAHA CATERING OKE LA BEB GO ONLINE

Made Subdistrict of Sambikerep, Surabaya is an area that is very close to Ciputra University campus building complex which is only about 3 km away.  The large number of migrants living in the area ranging from those who work in offices and students is a huge opportunity for residents of the Made Subdistrict to open catering business. This was the main reason underlying Ms. Alfiah to open a heavy food supply business. Ms. Alfiah is a housewife who loves cooking. Come from Lamongan Regency and has lived in the Made Subdistrict area for quite a long time. The problems faced by the business partners of Okay La Beb Catering are limited marketing: The catering business owner Oke La Beb has not implemented a marketing strategy that reaches more customers, the technology used is not maximal, often there are no transactions simply because she does not have any knowledge how to use technology for marketing. The solution is to provide basic knowledge of marketing strategies through integrated marketing communication, guiding the use of digital technology in marketing communications. Through community service activities conducted, Ms. Alfiah can use online media, namely Whatsapp (personal messenger) and (Instagram) social media in marketing. Keywords: online media, catering, digital technology, marketing communicatio

ROLE OF NON ENTREPRENEUR PARENTS AND ENTREPRENEURIAL EDUCATION IN IMPROVING INTEREST OF ENTREPRENEURSHIP IN HIGH SCHOOL XII STUDENTS

The high unemployment rate in Indonesia is due to a lack of entrepreneurship. This situation occurs because people prefer to work as employees in the company rather than to run their own business. If the entrepreneurship interest in the community is low, efforts need to be made to increase that interest, especially for the younger generation. This study aims to determine the effect of entrepreneurship education and the role of parents as independent variables on the interest in entrepreneurship (dependent variable) high school students of class XII CB. The subjects of this study were all students of class XII CB. The type of research used in this study is quantitative descriptive. The data were collected using a questionnaire (questionnaire) with a Likert scale. Validation using Pearson showed correlation with a significance rate of 0.05 (5%). The population of students of Class XII CB High School involved 28 students. This study found that entrepreneurship education and the role of parents had a linear relationship to the interest in entrepreneurship significantly. The correlation test showed a strong correlation (0.719) between entrepreneurship education and the role of parents with an interest in entrepreneurship. The coefficient of determination Adjusted R square was 0.479 (47.9%), meaning that the independent variable has a strong percentage in explaining the dependent variable. The results of the t test or partial test of entrepreneurship education had no significant influence on interest in entrepreneurship. The parents had a significant influence on students’ interest in entrepreneurship, and the results of the F test showed that multiple linear regression models involving both independent variables were acceptable

Psychometric properties of the Indonesian adaptation of the entrepreneurial mindset scale

The study aims to verify the validity and reliability of the entrepreneurial mindset scale in the Indonesian context (i.e., the adapted EM scale). The respondents were 302 undergraduate students who have already enrolled in the entrepreneurship course. In order to achieve the aim of study, a scale development procedure was conducted, including item generation, exploratory factor analysis, and confirmatory factor analysis. Item generation was successful in generating the preliminary items of the entrepreneurial mindset scale, whereas exploratory factor analysis was also successful in purifying those preliminary items. Furthermore, confirmatory factor analysis was successful in verifying the convergent validity and the composite reliability of the adapted EM scale. The adapted EM scale was a parsimonious measurement model, and therefore it could be useful for measuring the entrepreneurial mindset of undergraduate students in Indonesia. Future studies are recommended to refine the adapted EM scale: (1) by verifying it among students from other universities, (2) by using two different samples, in which one sample is for exploratory factor analysis and the other one is for confirmatory factor analysis, and (3) by testing the measurement invariance across groups (e.g., gender, age, and origin of university).Published versionThis study was fully supported via a Research Grant Program namely “The Penelitian Dasar Unggulan Perguruan Tinggi” (The PDUPT) which financed by The Directorate General of Higher Education, The Ministry of Education, Culture, Research and Technology, Republic of Indonesia [022/SP2H/LTMULTI-PDPK/LL7/2021]