Etsa Astridya Setiyati, Etsa Astridya
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Penerapan Orientasi Pasar Dan Inovasi Pada Usaha Skala Kecil Yang Dikelola Wirausahawan Perempuan Setiyati, Etsa Astridya; Taneo, Stefanus Yufra Manahen; Triwijayati, Anna
Jurnal Perilaku dan Strategi Bisnis Vol 7, No 1: Februari 2019
Publisher : Universitas Mercu Buana Yogyakarta

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Abstract

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 (antara usaha kecil di bidang kerajinan dan non-kerajinan), menggunakan teknik purposive sampling. Hasil pengujian hipotesis dengan uji-t sampel independen menunjukkan bahwa tidak ada perbedaan yang signifikan antara industri kerajinan skala kecil dan industri non-kerajinan dalam hal menerapkan orientasi pasar dan inovasi. Nilai rata-rata menunjukkan bahwa pengusaha perempuan telah menerapkan orientasi pasar (terdiri dari orientasi pelanggan, orientasi pesaing, dan koordinasi fungsional) dan inovasi (baik teknis dan administratif) dengan baik.
SEGMENTASI KONSUMEN PRODUK ELEKTRONIK HEMAT ENERGI LISTRIK (STUDI PADA KELOMPOK KONSUMEN RUMAH TANGGA DI KOTA MALANG) Setiyati, Etsa Astridya; Halim, Lidia
Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi Vol 18, No 2 (2015)
Publisher : Akademi Akuntansi YKPN Yogyakarta

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Abstract

Electricity consumption needs to be managed well considering the demand for electricity is high, especially in household sector. Energy-saving electronic products is part of the green products which are offered to consumers in the attempt to create environmental sustainability. The study aims to identify the segmentation of green consumers for electronic products in Malang based on demographic variables (gender, age, education level and income level), psychographics (lifestyle, personality, and social class), and behavior (attitude toward the product and the use of the product). K-means cluster is employed to analyze data and to identify this segmentation. The results consist cluster 1 (curious consumers), cluster 2 (energy-saving-oriented consumers), and cluster 3 (selfish consumers). Implications for developing marketing strategy for each customer clusters are suggested. Keywords: sustainable marketing, green consumers, electronics, segmentation
ANALISIS TINGKAT SIKAP KOGNITIF, AFEKTIF, KONATIF PADA NASABAH PEREMPUAN AKAN BANK SAMPAH MALANG (BSM) Harsoyo, Titik Desi; Setiyati, Etsa Astridya; Savero, Devina
Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi Vol 19, No 2 (2016)
Publisher : Akademi Akuntansi YKPN Yogyakarta

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Abstract

Waste problems becomes a national issue that requires the attention of many disciplines, including marketing. This descriptive study aims to analyze the cognitive, affective, and conative attitude of female members toward Malang Waste Bank (BSM). Uses five box method, it is found that the index of cognitive is very high, reveals that female members have a good knowledge and belief about waste bank, have a good understanding of BSM, gain benefits, feel good for participating in environmental cleanliness. Affective which shows a high index value illustrates that sample are comfortable with the system of depositing litter, proud of their participation, and care for the environment. Conative which produces high index indicates that the members have a positive trend in waste sorting inside the house and collect garbage outside the house, ensuring the availability of waste to deposit, and encourage others to participate. The high value of the indexes on all components of attitude indicates that BSM program seemed to be an alternative solution to deal with household waste problems. This study suggests for local governments in coaching BSM. Besides, it addresses the manager of BSM to educate its members since they are the main source of information for prospective participants. Key words: cognitive, affective, conative, female member, waste bank