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All Journal JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Consumer Science Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen EQIEN - JURNAL EKONOMI DAN BISNIS Dinasti International Journal of Education Management and Social Science juremi: jurnal riset ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Prosiding Konferensi Nasional PKM-CSR Kajian Branding Indonesia Jurnal Pengabdian Mandiri Priviet Social Sciences Journal MPKM
Prita Prasetya
Universitas Prasetiya Mulya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Nursing Public Health Social Sciences Other

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The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention Pramana, Louise Valencia; Putri, Naomi Valerisha Astridira; Rahman, Fathony; Prasetya, Prita
Journal of Consumer Sciences Vol. 9 No. 3 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.3.338-361

Abstract

Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the brand, and purchase intention. This study employed an experimental design with three repetition levels: one, three, and seven repetitions. The sample comprises individuals from the target market of Indonesian e-commerce platforms, selected through probability random sampling. The total sample is 300, with 100 participants in each group. The hypotheses were tested using one-way analysis of variance (ANOVA) to determine the significance of differences between groups. The results indicate that the repetition of sonic logo and visual logos in advertisements significantly enhances brand recall and recognition, positively influences attitudes toward the brand, and increases purchase intention. Industry players are advised to use sonic logos and visual logo repetition considering its significant effect on a brand. The recommended number of repetitions is three times to assess the effect of changes in the brand. Although additional repetitions beyond three may further enhance these effects, the incremental benefit diminishes.
PELATIHAN DIGITAL MARKETING MELALUI PEMBUATAN KONTEN MEDIA SOSIAL DI DESA BABATAN KUNINGAN Anggun Angelia Atmaja; Eric Jansen; Evelyn Irawan Sutanto; Jessica Kathy Sunarta; Timothy Antonius Sevenson; Felix Tanoto; Steven Nugraha Niao; Louis William Hadi Saputra; Prita Prasetya
JURNAL PENGABDIAN MANDIRI Vol. 3 No. 10: Oktober 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jpm.v3i10.8779

Abstract

Dalam era digital yang terus berkembang, penggunaan media sosial menjadi salah satu strategi pemasaran yang efektif bagi pelaku UMKM untuk meningkatkan jangkauan pasar. Namun, di Desa Babatan, Kabupaten Kuningan, banyak pelaku UMKM yang belum mampu memanfaatkan media sosial secara optimal untuk memasarkan produk mereka. Tujuan dari kegiatan ini adalah memberikan pemahaman dan keterampilan kepada pelaku UMKM terkait strategi pemasaran digital dan pembuatan konten yang menarik dan efektif menggunakan aplikasi seperti Canva dan Capcut. Hasil kegiatan menunjukkan peningkatan signifikan dalam pengetahuan peserta mengenai pemasaran digital, terutama dalam hal pembuatan konten yang lebih berkualitas untuk media sosial. Evaluasi dilakukan melalui survei tingkat kepuasan peserta, yang menunjukkan bahwa 80% peserta merasa puas dengan pelatihan ini, serta pengisian kuesioner sebelum dan setelah pelatihan yang menunjukkan adanya peningkatan pemahaman.
PERKEMBANGAN EKONOMI HIJAU DI INDONESIA DALAM PERSPEKTIF GLOBAL: ANALISIS BIBLIOMETRIK DAN STRATEGI KEBIJAKAN Prita Prasetya; Mochammad Mukti Ali
Juremi: Jurnal Riset Ekonomi Vol. 4 No. 2: September 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/juremi.v4i2.8599

Abstract

The green economy is becoming an important focus of sustainability efforts and global economic strategies, influencing policy decisions, investment patterns, and technological innovations in various sectors. As more and more countries in the world are implementing green economy principles, the role of developing countries, such as Indonesia, is becoming increasingly significant. This study aims to conduct a bibliometric analysis of 195 journals indexed in the Scopus database to map the path of green economy research in Indonesia and juxtapose it with global trends. Using VOSviewer for visualization, the analysis identified key research themes that are influential in a comparative perspective on Indonesia's contribution to the global green economy. The study also identifies gaps in the literature, particularly in areas such as green finance, circular economy, and socio-economic implications of the transition to a green economy. Addressing these gaps through international interdisciplinary and collaborative research could enhance Indonesia's role in shaping the global green economy agenda
DETERMINING PURCHASE INTENTION IN HALAL PERSONAL CARE PRODUCT: STUDY ON MUSLIMAH MILLENNIAL GENERATION Mahliza, Febrina; Prasetya, Prita
Jurnal Aplikasi Manajemen Vol. 19 No. 2 (2021)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2021.019.02.08

Abstract

Currently, Indonesian citizens were mostly dominated by the millennial generation. The domination of this generation became a potential market for a halal product. However, millennials considered having less interest to dig more information about the "halalness" of products. Therefore, this study will focus on the millennial generation's halal personal care product purchase intention behavior. Method applied in this study was quantitative and the primary data taken from the millennial generation in Jakarta, which amounted to 104 respondents by purposive sampling. Further, Partial Least Square (PLS) was used as data analysis. The results study showed that halal personal care product's purchase intention was affected significantly by halal marketing and health reason. Halal awareness and certification did not significantly affect the millennial generation's purchase intention of halal personal care products.
CONCEPTUALIZATION AND MEASUREMENT OF RELATIONSHIP VALUE: PRINCIPAL-RETAILER CONTEXT Prasetya, Prita; Najib, Mukhamad; Soehadi, Agus W.; Djohar, Setiadi
Jurnal Aplikasi Manajemen Vol. 17 No. 2 (2019)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2019.017.02.09

Abstract

The marketing literature reveals little agreement on the generalizability of relationship value scales that were developed in earlier works. Relationship value is more investigated methods founded on relationship marketing conception to describe and contribute better managing of the company. In this study, a relationship value scale was developed for a specific context in the principal-retailer relationship. Its involved definition of relationship value, methods for measuring relationship value, impact on sales collaboration, and business performance. These research assessed three alternative models of the dimension structure of relationship value construct then tested for reliability, validity, and confirmatory factor analysis. The result suggested that the four multi-item scales of relationship value developed showed evidence of reliability and validity. This method is recommended to measure relationship value. Further, the findings showed that relationship value has positive effects on both sales collaboration and business performance.
Integrated Analysis of Sustainable Marketing Research with Bibliometric Insights and Theoretical Framework Development Prasetya, Prita; Najib, Mukhamad
Eqien - Jurnal Ekonomi dan Bisnis Vol 14 No 03 (2025): Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v14i03.2045

Abstract

The purpose of this study is to develop a conceptual framework for sustainable marketing by conducting a bibliometric analysis to identify publication trends, and key research themes in the field of sustainable marketing. Bibliometric methods were used to analyze 351 articles indexed in Scopus, using VOSviewer for visualization. The data screening process followed the PRISMA protocol, focusing on journal articles written in English. Keyword co-occurrence and cluster analysis were used to identify research themes. The findings show a significant increase in publications on sustainable marketing since 2018, with six major research clusters. The research proposes an integrative framework for advancing sustainable marketing strategies across different regional and global contexts. It was limited to the Scopus database and focused on bibliometric analysis without integrating qualitative insights from other literature reviews. Future research could build on the proposed framework to address regional variations in sustainable marketing practices. The findings can provide valuable insights for marketers, policy makers and researchers to improve sustainable marketing strategies. The proposed framework can guide businesses in promoting sustainable consumption and policymakers in shaping ecosystems that support sustainability. It also offers theoretical and practical contributions to the literature on sustainable marketing.
Social Media and Sales Performance in B2B Markets: Insights from a Dual Approach to Performance Measurement Prasetya, Prita; Najib, Mukhamad; Soetjipto, Budi Eko
Jurnal Aplikasi Manajemen Vol. 23 No. 2 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.2.18

Abstract

The strategic significance and application of social media in diverse business contexts have been extensively covered in recent academic and practitioner literature. This study uses a dual measurement approach for relative and absolute performance to investigate how social media use affects sales force performance in business-to-business (B2B) settings. It focuses on the mediating roles of relationship quality and brand awareness. Data was gathered from 206 Indonesian B2B salespeople using a quantitative survey method. Purposive sampling was used to distribute a structured questionnaire to gather data. The data was analyzed using AMOS software and Structural Equation Modeling (SEM). The findings demonstrate that social media use enhances sales performance by positively impacting relationship quality, relationship strength, and brand awareness. Social media contributes to increased customer interaction, commitment, and trust, all of which improve relative and absolute performance. In this relationship, the strength and quality of the relationship act as mediators. Compared to the path involving brand awareness, the mediation path through relationship strength and quality is more effective in enhancing sales performance. This finding adds to the studies on social media use in business-to-business settings. Nevertheless, the sample is restricted to a single nation and sector. Subsequent studies could expand the sample to encompass additional industries and geographical regions. The study benefits B2B managers by promoting more active social media use among salespeople and highlighting the importance of developing social media competency, as well as providing training to enhance sales performance.
Exploring Relationship Value through Second-Order Model and Importance-Performance Map Prasetya, Prita; Najib, Mukhamad; Darmawan, Teuku Fajar Akbar
MIX: JURNAL ILMIAH MANAJEMEN Vol 15, No 3 (2025): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2025.v15i3.003

Abstract

Objectives: This research aims to examine the direct impact of relationship value (RV) on distributor satisfaction through a second-order analysis using structural equation modeling (SEM). The study focuses on understanding how various dimensions of RV contribute to enhancing satisfaction among distributors.Methodology: A cross-sectional survey was conducted, collecting data from 193 middle-class distributors. The analysis employs a second-order model to explore the relationships between RV dimensions and distributor satisfaction, while also utilizing Importance-Performance Map Analysis (IPMA) to identify key areas for improvement.Finding: The results confirm the direct influence of RV on distributor satisfaction. The second-order model effectively identifies several critical dimensions of RV that significantly enhance satisfaction. IPMA results highlight that strengthening distributor reliance on sellers by providing more valuable market insights can boost satisfaction. Additionally, RV supported by seller expertise and timely market entry can foster stronger relationships with principals.Conclusion: This study offers valuable insights for managers, recommending a focus on the most critical dimensions of RV to improve distributor satisfaction and overall performance. By enhancing support and expertise, companies can build more positive and lasting relationships with their distributors.
Optimizing Business Performance Through Relationship Quality and Value Co-Creation Prasetya, Prita
Jurnal Ilmiah Manajemen dan Bisnis Vol 10, No 2 (2024): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v10i2.27593

Abstract

The relationship between the concept of relationship marketing and performance is a major focus in the management and marketing literature. This research aims to explore and analyze how value co-creation and relationship quality contribute to improving performance in the context of the B2B industry. Using quantitative methods with partial least squares structural equation modeling (PLS-SEM), this study tests the hypotheses linking relationship quality, value creation, and performance. The data was obtained from a survey of 105 retailers (SEM PLS 4) to analyze the data collected from 105 retailers. Respondents consisted of managers and owners who have direct experience in customer relationship management. The analysis results show that relationship quality has a direct and positive influence on value co-creation and performance. In addition, value co-creation was also found to have a direct and positive influence on performance. Most importantly, this study reveals that value co-creation mediates the effect of relationship quality on performance. That relationship quality is an important foundation that is beneficial to the performance achieved through value co-creation between manufacturers and retailers. The theoretical contribution of this study is that it strengthens the understanding in the literature of how relationship quality and value co-creation are interrelated and jointly influence performance in a B2B context. Practically, the findings underscore the importance for firms to not only focus on building strong relationships but also actively engage in value co-creation activities to optimize business performance.
Erigo Customer Loyalty at Shopee E-Commerce Prido Risnaldi; Hartoyo; Prasetya, Prita
Indonesian Journal of Business and Entrepreneurship Vol. 9 No. 1 (2023): IJBE, Vol. 9 No. 1, January 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.9.1.141

Abstract

Digital marketing is using digital technology to develop channels to reach consumers more effectively. The millennial era is concerned with the consumer experience when buying, but the problems and opportunities they face are building a good consumer experience in a digital context. The aims of this study were (1) to analyze the effect of experience on Erigo's customer satisfaction, (2) to analyze the effect of satisfaction, trust and commitment on Erigo's customer loyalty, and (3) to formulate managerial implications that can increase satisfaction, trust, commitment and Erigo consumer loyalty. The participants in this study were Erigo's customers who met certain criteria using a purposive sampling technique. Five to ten samples are required for each variable parameter estimation. This study used a total sample of 347 people using SEM-PLS. Based on the research results, (1) the consumer experience variables that influence customer satisfaction are competence, helpfulness, personalization, value for time. Meanwhile, the variables of consumer experience that have little effect on customer satisfaction are accessibility, customer recognition, problem solving, and promise fulfillment, (2) Trust and commitment have an effect on consumer loyalty, but consumer satisfaction has less effect on consumer loyalty, (3) The results of the study show that the level of customer satisfaction, trust, commitment and loyalty has not been achieved optimally with the customer experience approach. Managerial implications of using the STP technique (Segmentation, Targeting, Positioning) are useful for increasing Erigo consumer satisfaction, trust, commitment and loyalty to Shopee e-commerce. Keywords: digital marketing, consumer experience, consumer satisfaction, consumer loyalty, SEM-PLS
Co-Authors Agus Wijaya Soehadi Alvin Jonathan Anggun Angelia Atmaja Angie Trixie Anndy Tanuri Ari Ardianto Bryan Chaprio Budi Eko Soetjipto Caitlyn Georgiana Thenoch Christian Kuswibowo Dadang Dadang Darmawan, Teuku Fajar Akbar Denzel Da Polla Derick Philander Santosa Dian Primanita Oktasari Didi Wandi Eric Jansen Evelyn Irawan Sutanto Fathony Rahman Febrina Mahliza Felix Tanoto Francisco Redi Wijaya Gabriella Aurielle Wijaya Giovanni Putri Hendrata Gusti Ayu Saras Ayu Pagar Dewi Hartoyo Herera Floraya D.P.R Istijanto Istijanto Jeremy Dharma Jesi Kisli Jessica Kathy Sunarta Joshua Matthew Johanes Khantidhira Winona Suharto Louis William Hadi Saputra Marvin Low Matthew Maximillian Prasetyo Mohammad Rifki Mukhamad Najib Mukti Ali, Mochammad Nakeisha Aurielle Pedro Louise Tanoto Peter Wan Pramana, Louise Valencia Prido Risnaldi Putri, Naomi Valerisha Astridira Raphael Imanuel Bongkriwan Reiko Zavieri Marzuki Riska Rosdiana Setiadi Djohar Shafinna Putri Setiaguna Sharleen Aletta Destine Shierly Angela Stanley Soen Stefanus Jason Hajadi Stelya Clarence Latuperisa Stephen Timothy Steven Nugraha Niao Theng Kiem Hwa Timothy Antonius Sevenson Ujang Sumarwan Veronica Lila Novesaria Viona Santoso Winda Widyanti Winda Widyanty Yayi Suryo Prabandari Yohanes A. Panuntas