Desain Triangulasi Konkuren dalam Menganalisis Model 3I Marketing 3.0 sebagai Entrepreneurial Marketing Usaha Mikro Kecil Menengah Menghadapi Masyarakat Ekonomi ASEAN

Entrepreneurial Marketing is a marketing activity by small and medium enterprises (SMEs) that uses an entrepreneurial approach. Currently, government still pays less attention to the implementation of SMEs’ entrepreneurial marketing.  Yet, as the backbone of Indonesian economy, SMEs can play an important role when ASEAN Economic Community (AEC) begins to implement. With respect to these issues, we aim to identify the government’s role in advocating SMEs’ interests, especially in the Marketing 3.0. era. In the Marketing 3.0. era, marketing is translated into brand triangle through 3i Model. We use a mixed method with a concurrent triangulation design. The first part of this study interviewed five SME owners who receive assistance from Diskoperindag of Magelang City regarding the following issues: implementation of 3i Model, the role of Diskoperindag in assisting businesses, and their understanding of MEA. Basically, this part explore the conditions of SMEs concerning the issues being questioned. Meanwhile, the second part is a quantitative analysis that involve 40 customers who bought SMEs who receive assistance from Diskoperindag. Using multiple regression analysis, we find that only brand and brand identity parts of 3i Model have significantly positive effect on decisions to buy SMEs’ products.Abstrak Entrepreneurial Marketing adalah kegiatan pemasaran oleh usaha dengan skala kecil menengah (UMKM) menggunakan pendekatan kewirausahaan. Perhatian pemerintah masih kurang optimal terhadap penerapan entrepreneurial marketing dari UMKM, padahal sebagai fondasi perekonomian negara, UMKM memegang peranan penting ketika dimulainya era Masyarakat Ekonomi ASEAN (MEA). Melihat fenomena tersebut, peneliti ingin mengidentifikasi bagaimana peran serta yang telah dilakukan oleh pemerintah dalam membina UMKM, terutama dalam era Marketing 3.0. Pada era Marketing 3.0, pemasaran diterjemahkan sebagai segitiga merek melalui Model 3i. Penelitian yang dikembangkan adalah penelitian kombinasi dengan desain triangulasi konkuren. Bagian pertama penelitian ini melibatkan 5 orang pemilik UMKM binaan Diskoperindag kota Magelang yang diwawancarai terkait penerapan Model 3i, peran serta Diskoperindag, dan pemahamannya terhadap MEA. Hasil dari bagian pertama berupa eksplorasi kondisi UMKM terkait aspek-aspek yang ditanyakan. Bagian kedua penelitian melibatkan 40 orang konsumen yang telah membeli produk UMKM binaan. Pengujian data kuantitatif pada bagian kedua dilakukan dengan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa pada bagian dari Model 3i hanya identitas merek dan integritas merek saja yang memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk UMKM

Identifikasi Peranan Orang Tua Wirausaha Dalam Pembentukan Karakter Entrepreneurial Spirit Dan Keberlangsungan Business Project Mahasiswa Universitas Ciputra

This study aims to know whether the character of the entrepreneurial spirit of Ciputra University students which is expected to be the factor in being a successful enterprenour in the future, is influenced by parent who has a career as an independent enterprenour.  The population of the study is students who have completed a minimum of two year study, have  a sustainable business project at the time being, and have parents as family business entrepreneur. This is an exploratory qualitative research done by conducting in-depth interviews to students who become informants. Results from this study indicated that the character of the entrepreneurial spirit in the students themselves can be formed through an educational process, and also through action and the way of thought from parents in running the business. Character of entrepreneurial spirit is professionally sharpened the students in learning process at Ciputra University which is based on entrepreneurship

THE IMPLEMENTATION OF MARKETING 3.0 TO MSMES IN SURABAYA CITY

The role of Micro, Small and Medium Enterprises (SMEs) is very important as an economic force to countries, especially developing countries like Indonesia. However, the role of the government is still ineffective to support SMEs. As a result, they cannot grow optimally. As one of the economic forces, the role of SMEs is worth considering when ASEAN Economic Community (AEC) begins by the end of 2015. This study aims to investigate how SMEs’ product brands were able to support the economics of the country. Using descriptive qualitative, this study collected the primary data by interviewing five SMEs assisted by Diskoperindag of Surabaya city. This research found that Entrepreneurial Strategy Marketing 3.0 through brand development models 3i (image, identity, integrity) fit the needs of SMEs assisted in Surabaya so that they are able to develop their businesses to face the AEC