Skripsi

Nilai-nilai pendidikan kewirausahaan dan inovasi produk dalam keberlanjutan bisnis keluarga melalui digitalisasi pemasaran (studi fenomenologi pada bisnis keluarga ivan collection) / Mokhammad Denny Rakhman

Abstrak
This study aims to identify the implementation of entrepreneurial values and product innovation in the sustainability of the Ivan Collection family business through marketing digitalization along with the obstacles experienced. This study uses a descriptive qualitative method by examining several variables such as entrepreneurial values product innovation and digitalization of marketing in the Ivan Collection family business. The type of qualitative research used is phenomenology to obtain detailed and in-depth information. The data obtained from the results of interviews with informants included key informants namely both parents first child and second child as well as supporting informants employees and customers. The interviews were conducted based on interview guidelines prepared by the researcher. The results of this study can be concluded as follows 1) The entrepreneurial values contained in the Ivan Collection family business are taught directly by parents to children through verbal and non-verbal communication. 2) The success of the Ivan Collection family business carried out by the parents was successful supported by the close relationship between the parents and a strategy of utilizing digital technology. 3) The Ivan Collection family business considers product innovation to be an important part of its development. Implementation by releasing the newest products is still ongoing to this day. 4) Digital marketing is the key to the development process of the Ivan Collection family business from the beginning until now. The existence of social media and e-commerce that has been established has enabled the Ivan Collection family business to reach consumers domestically and even abroad and has shown that it can compete in a competitive era. 5) The process of implementing entrepreneurial values and introducing family businesses that was carried out successfully and without any obstacles became an encouragement for parents and children to be able to continue the Ivan Collection family business sustainably.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Pendidikan Tata Niaga, 2025.

Deskripsi Fisik

ix, 113 hlm. : ilus.

Bahasa

Indonesia

No Reg

4621/RS/25

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2025

Subjek

1. PENDIDIKAN KEWIRAUSAHAAN - INOVASI PRODUK
2. BISNIS KELUARGA - DIGITALISASI PEMASARAN
3. ENTREPRENEURSHIP EDUCATION - PRODUCT INNOVATION

Pembimbing

1. Dr. Agus Hermawan, Graddipmgt., M.si, Mbus

Lampiran Berkas