Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal International Journal of Business Studies Journal of Sustainable Community Development (JSCD)
Leonnard Ong
IPMI Institute
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Beyond Innovation: Relational Capabilities as Drivers of Brand Equity and Customer Loyalty in Industrial SME Markets Maria Wuri Handayani Handayani; Leonnard Ong
Journal of Sustainable Community Development (JSCD) Vol. 8 (2026): Journal of Sustainable Community Development
Publisher : Institut IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v8i1.161

Abstract

Marketing innovation is commonly regarded as a key driver of competitiveness; however, its effectiveness may vary across different market settings. In industrial SME ecosystems, where long-term collaboration and interdependence are central, relational capabilities may play a more decisive role than innovation-driven differentiation. This research focuses on how Strategic Marketing Innovation, Service Quality, and SME Empowerment influence Brand Equity and Customer Loyalty. Drawing on the Resource-Based View and Relationship Marketing Theory, it explores whether relational capabilities provide a stronger foundation for brand development than innovation-oriented strategies. Data were collected from 200 SME customers within the industrial flour supply chain in Java, Indonesia, and analyzed using PLS-SEM. The results show that Strategic Marketing Innovation does not significantly affect Brand Equity, whereas SME Empowerment and Service Quality have significant positive effects. Brand Equity, in turn, strongly influences Customer Loyalty. These results imply that relational qualities, rather than just innovation intensity, are more important in determining brand success and customer loyalty in partnership-oriented industrial marketplaces. They also emphasize how crucial relational techniques are to bolstering community-based industrial ecosystems and SME sustainability.
Reframing the Role of Social Media in Enhancing Product Awareness in Indonesia’s Crop Protection Mindy Rahayu; Leonnard Ong
International Journal of Business Studies Vol. 9 No. 3 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v9i3.416

Abstract

This study investigates how social media is revolutionizing marketing strategies and raising consumer awareness of products in Indonesia's crop protection sector. Building on earlier studies, the current study tackles the subject from the standpoint of market-driven innovation, highlighting the ways in which farmers' and retailers' decision-making is impacted by digital involvement. 33 farmers who were chosen by purposive sampling participated in the quantitative study. To assess the suggested hypotheses, data were first subjected to validity and reliability testing, and then correlation and regression analysis. According to the findings, all three constructs—social media usage, marketing campaign efficacy, and product awareness—showed strong validity (r-values above the r-table threshold) and excellent reliability (Cronbach's Alpha > 0.60). According to hypothesis testing, social media use significantly increases marketing campaign efficacy and product awareness, bolstering the idea that digital involvement may either replace or enhance traditional marketing channels. The report offers practical advice for agribusiness players, such as the necessity of relationshipdriven marketing efforts, farmer education initiatives, and localized content strategies. Geographic coverage and the omission of new digital platforms like short-form video applications are two examples of practical limits that are acknowledged. It is advised that future studies look into cross-platform tactics and the incorporation of e commerce into the distribution of agricultural inputs.
E-Groceries Market in Indonesia: Opportunities and Challenges Myrza Febi; Leonnard Ong
Journal of Sustainable Community Development (JSCD) Vol. 7 No. 2 (2025): Journal of Sustainable Community Development
Publisher : Institut IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v7i2.156

Abstract

The rapid expansion of Indonesia’s digital economy is reshaping grocery shopping, with egroceries emerging as a high-growth channel. Rising internet access, smartphone use, and busier urban lifestyles are shifting demand online for convenience, competitive prices, and broader assortments. Marketplaces and dedicated e-grocery operators now compete on speed and reliability, enabled by advances in logistics, inventory visibility, and payments. E-service quality is the key differentiator: intuitive interfaces, secure checkouts, responsive support, accurate fulfilment, and dependable delivery build trust and repeat purchase—especially for perishables. Expectations are moving beyond fast to transparent order tracking, personalized offers, and flexible payment and delivery options. COVID-19 accelerated adoption by firsttime users, yet structural challenges remain uneven infrastructure outside major cities, costly last-mile operations, and intense price competition that compresses margins. Maintaining onshelf availability and consistent quality control is critical to satisfaction and loyalty. Future growth will be shaped by tighter collaboration among retailers, technology providers, and logistics partners. Players that pair superior e-service standards with disciplined supply-chain execution can convert trial into habit, deepen brand loyalty, and sustain profitable scale. As urbanization continues and digital literacy rises, e-groceries are positioned to become a mainstream pillar of Indonesia’s retail landscape.
Co-Authors Maria Wuri Handayani Handayani Mindy Rahayu Myrza Febi