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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 Journal of Enterprise and Development (JED) juremi: jurnal riset ekonomi Prosiding Konferensi Nasional PKM-CSR Kajian Branding Indonesia Jurnal Pengabdian Mandiri Priviet Social Sciences Journal
Prita Prasetya
Universitas Prasetiya Mulya
Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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PENYULUHAN PEMBERDAYAAN MASYAKAT UNTUK MEMPERKUAT EKONOMI KELUARGA DI KAMPUNG MUALAF BADUY Prasetya, Prita; Widyanty, Winda
Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat dan Corporate Social Responsibility (PKM-CSR) Vol 6 (2023): INOVASI PERGURUAN TINGGI & PERAN DUNIA INDUSTRI DALAM PENGUATAN EKOSISTEM DIGITAL & EK
Publisher : Asosiasi Sinergi Pengabdi dan Pemberdaya Indonesia (ASPPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37695/pkmcsr.v6i0.2042

Abstract

Warga Suku Baduy mayoritas mengandalkan ekonomi dari hasil pertanian, namun saat juga mulai berkembang pada kegiatan pariwisata. Oleh karena itu peluang untuk mendapatkan tambahan pengasilan ini dapat menunjang perkenomian keluarga. Situasi ekonomi setelah pandemi tentunya memberikan dampak yang besar bagi ekonomi keluarga, terutama para pelaku usaha yang dituntut untuk secara produktif tetap memperoleh penghasilan. Kegiatan Pengabdian Kepada Masyarakat (PKM) dilaksanakan di Kampung Mualaf Baduy, Desa Bojong Menteng, Kecamatan Leuwidamar, Kabupaten Lebak, Banten. Tujuannya untuk memberikan pengetahuan dan pemahaman kepada masyarakat serta motivasi berwirausaha demi peningkatan ekonomi keluarga. Konsep pemberdayaan keluarga merupakan tindakan melibatkan dan mengangkat potensi keluarga dalam meningkatkan kesejahteraan. Dengan kegiatan penyuluhan ini bisa membantu dalam proses mendorong keluarga untuk berperan aktif dalam berpartisipasi pada kegiatan ekonomi. Akses pada berbagai sumber daya yang dibutuhkan juga semakin terbuka untuk meningkatkan kualitas usaha.
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.
Halal cosmetics and consumer behavior: Insight from Millennials Mahliza, Febrina; Prasetya, Prita
Journal of Enterprise and Development (JED) Vol. 6 No. 1 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i1.8802

Abstract

Purpose — This study aims to analyze the consumption behavior of halal cosmetic products, focusing on factors such as halal certification, trust, and awareness of halal practices.Method — The population for this research comprises residents of Jakarta who fall within the millennial generation category (born between 1980-2000). The research sample size will consist of 170 respondents selected through purposive sampling techniques. Data collection will be conducted through questionnaires, and the analysis will be performed using the Partial Least Square (PLS) analysis method.Result — Based on the study's findings, it can be concluded that halal certification has a positive and significant impact on both halal trust and awareness. Additionally, trust exhibits a positive and significant influence on the consumption of halal products, indicating that higher consumer trust is associated with increased consumer behavior in consuming halal cosmetic products. However, it was observed that halal awareness does not significantly affect consumption behavior. This implies that an increase in halal awareness does not necessarily correspond to a higher likelihood of consuming halal cosmetic products.Novelty  — The unique contribution of this research lies in its focused analysis of the consumption behavior associated with halal products. This study builds upon previous research by delving into specific variables that impact behavior, particularly within the context of halal cosmetic products.
The Role of Environmental-Friendly Factors and Islamic Religiosity in Achieving Sustainable Consumption Mahliza, Febrina; Prasetya, Prita; Rosdiana, Riska; Wahyuni, Putri Dwi
Journal of Consumer Sciences Vol. 10 No. 2 (2025): 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.10.2.248-275

Abstract

Background: The circular economy aims to establish a sustainable system by maximizing and optimizing resources and capabilities, enabling businesses to provide greater value to consumers. Consumers’ perceptions of environmental values, along with their environmental concerns and knowledge, play a crucial role in encouraging efficient and sustainable consumption. Additionally, individuals with strong religious beliefs often exhibit pro-environmental attitudes, which may influence their intentions and behaviors in purchasing environmentally friendly products. Purpose: This study examines the role of eco-friendly factors and Islamic religiosity in shaping sustainable consumption behavior among Muslim women in Indonesia who purchase eco-friendly cosmetic products. Methods: This study employed a conclusive, descriptive, and cross-sectional research design. A total of 218 respondents were selected through purposive sampling. Data were collected through questionnaire distribution and analyzed using Partial Least Squares (PLS) structural equation modeling. Findings: The results indicate that eco-friendly factors—including environmental concern, environmental awareness, environmental knowledge, and environmental values—positively and significantly influence sustainable consumption. However, contrary to expectations, religiosity does not significantly impact sustainable consumption and does not moderate the relationship between sustainable consumption and behavioral intention. Additionally, sustainable consumption positively influences behavioral intention. Conclusion: These results highlight the crucial of environmental awareness and values in fostering sustainable consumption behavior. However, religiosity alone may not be a determining factor in consumers' eco-friendly purchasing decisions. Research implication: This study provides valuable insights for policymakers, businesses, and marketers to develop more effective sustainability campaigns and interventions by focusing on enhancing environmental awareness and values rather than relying solely on religious motivation to promote sustainable consumption.
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/

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.
Co-Authors Agus Wijaya Soehadi Anggun Angelia Atmaja Angie Trixie Anndy Tanuri Budi Eko Soetjipto Christian Kuswibowo Darmawan, Teuku Fajar Akbar Denzel Da Polla Derick Philander Santosa Dian Primanita Oktasari 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 Istijanto Istijanto Jeremy Dharma Jessica Kathy Sunarta Khantidhira Winona Suharto Louis William Hadi Saputra Mohammad Rifki Mukhamad Najib Mukti Ali, Mochammad Nakeisha Aurielle Peter Wan Pramana, Louise Valencia Prido Risnaldi Putri, Naomi Valerisha Astridira Riska Rosdiana Rosdiana, Riska Setiadi Djohar Shierly Angela Stanley Soen Stefanus Jason Hajadi Stelya Clarence Latuperisa Stephen Timothy Steven Nugraha Niao Theng Kiem Hwa Timothy Antonius Sevenson Veronica Lila Novesaria Viona Santoso Widyanty, Winda Winda Widyanti Winda Widyanty Yayi Suryo Prabandari