Article Per Year (5 Year)
p-Index From 2020 - 2025
1.235
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All Journal Asia-Pacific Management and Business Application Asian Management and Business Review Journal of Marketing Innovation The South East Asian Journal of Management Global Review of Tourism and Social Sciences
Mujahida, Sitti
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Mastery of financial accounting and market orientation: Driving competitive advantage in Indonesian SMEs Arifin, Arifin; Misrah, Misrah; Mujahida, Sitti; Abubakar, Herminawaty
Asian Management and Business Review Volume 5 Issue 2, 2025
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol5.iss2.art3

Abstract

SMEs play a vital role in economic growth, yet sustaining competitiveness remains a challenge. This study examines the impact of market orientation and financial acumen on SME competitiveness in Indonesia, with innovation capability and resource optimization as mediators and market dynamics and financial decision-making ability as moderators. Using Structural Equation Modeling (SEM) with SmartPLS, data were collected from 500 SME owners and managers across various regions in Indonesia. The findings confirm that market orientation and financial acumen positively influence SME competitiveness, with innovation capability and resource optimization significantly mediating these effects. Additionally, market dynamics strengthen the impact of market orientation, while financial decision-making ability enhances the effect of financial acumen on competitiveness. These results emphasize the need for SMEs to integrate market-driven strategies with strong financial management practices to sustain long-term success. Practically, SME owners should invest in financial literacy, strategic decision-making, and innovation to enhance their competitive advantage. Policymakers and financial institutions should provide financial training programs, market intelligence resources, and innovation incentives to support SME growth. Future research could explore longitudinal studies and industry-specific dynamics to refine SME competitiveness strategies.
Determinants of Consumer Preference for Local Brands: A Comprehensive Review of Recent Literature Thien Duc, Luong Dinh; Mujahida, Sitti
Global Review of Tourism and Social Sciences Vol. 1 No. 1 (2024): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v1i1.318

Abstract

This article presents a comprehensive review of recent literature on consumer preferences for local brands, focusing on 34 empirical studies published between 2018 and 2022. The study identifies key factors influencing consumers’ decisions to favor local brands over global alternatives by employing a systematic literature review method. These factors include cultural identity, emotional connection, and economic considerations, with a particular emphasis on the role of brand management, social identity theory, and consumer behavior in shaping preferences. The review highlights variations in consumer preferences across different geographic and economic contexts, especially in emerging markets, and explores the competition between local and global brands. The findings offer valuable insights for both researchers and practitioners, shedding light on the complex drivers behind local brand preferences and providing guidance for enhancing market competitiveness. This review also underscores the importance of ethnocentrism, nationalism, and strategic brand management in fostering local brand loyalty. Future research directions are suggested to further explore these determinants and their implications in diverse settings.
Cultural Familiarity and Its Impact on Customer Satisfaction and Brand Awareness: A Study of Indonesian Restaurants in Taiwan Mujahida, Sitti; Remmang, Hasanuddin; Azizurrohman, Muhammad
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.182

Abstract

Indonesian restaurants in Taiwan face significant challenges in gaining recognition among the local population and international patrons, primarily due to cultural differences and limited marketing efforts. This study investigates the impact of food quality, service quality, pricing strategy, and marketing initiatives on patron satisfaction and brand recognition of Indonesian restaurants in Taiwan. It also examines how cultural familiarity moderates these relationships. A structured survey was conducted among 400 international patrons who dined at Indonesian eateries in Taiwan. Data were analyzed using Structural Equation Modelling (SEM) with Partial Least Squares (PLS) and moderation analysis. Findings reveal that food quality and pricing strategy significantly enhance customer satisfaction, while service quality and marketing efforts do not. Cultural familiarity strengthens the positive effect of food quality on satisfaction. This study underscores the importance of maintaining high food quality, implementing effective pricing strategies, and leveraging cultural familiarity for Indonesian restaurant owners in Taiwan. The research highlights the role of cultural factors in customer perceptions, contributing to the discourse on marketing strategies in the competitive food industry. The sample's focus on foreign customers in Taiwan may limit the broader applicability of the findings. Future research should consider factors like ambiance, location, and menu diversity for a comprehensive understanding of customer satisfaction and brand awareness.
Cultural Sensitivity and Ambiance in Indonesian Restaurants: The Mediating Role of Customer Satisfaction on Retention in Taiwan Mujahida, Sitti; Fatmasari, Fatmasari; Azizurrohman, Muhammad
APMBA (Asia Pacific Management and Business Application) Vol. 13 No. 1 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.01.5

Abstract

This study explores the effects of food quality, service quality, pricing strategy, and ambiance on customer retention in Indonesian restaurants in Taiwan, with customer satisfaction as a mediating variable. This study also investigates the moderating role of cultural similarity in this relationship. A structured survey was conducted in a quantitative study design, collecting data from 400 international customers of Indonesian restaurants in Taiwan. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was used to analyze the data. The results showed that food quality and pricing strategy significantly increased customer satisfaction. In addition, service quality and ambiance had no significant contribution to customer satisfaction. Furthermore, cultural similarity strengthened the relationship between food quality and customer satisfaction. Finally, customer satisfaction had a significant effect on customer retention. This study provides important insights for Indonesian restaurant owners in Taiwan, emphasizing the important role of service quality and restaurant ambiance in addition to food quality and price to support customer satisfaction and thus increase customer retention. 
Building Brand Awareness through Cultural Sensitivity: Factors Influencing Customer Loyalty in Indonesian Restaurants in Taiwan Syahruddin, Syahruddin; Mujahida, Sitti; Azizurrohman, Muhammad; Dewayani, Eka Kadharpa Utama
The South East Asian Journal of Management Vol. 18, No. 2
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Research Aims: With cultural sensitivity acting as a moderating factor, this study investigates the effects of pricing strategy, cleanliness, meal quality, and service quality on customer loyalty and brand recognition of Indonesian restaurants in Taiwan. Design/Methodology/Approach: Four hundred overseas respondents participated in a structured survey; partial least squares (PLS) and structural equation modelling (SEM) were used to analyse the results. Research Findings: The findings indicated that while service quality and cleanliness had no discernible impact, food quality and pricing strategy greatly enhanced consumer loyalty. Cultural sensitivity bolstered the favourable correlation between loyalty and food quality. Theoretical Contribution/Originality: The study adds to the body of knowledge in marketing by emphasising how crucial cultural sensitivity is to building patronage in foreign ethnic eateries. Managerial Implication: The results highlight the importance of food quality and price strategies for Indonesian restaurant owners in Taiwan, together with the integration of cultural components to cultivate brand awareness and loyalty. Additionally, they must enhance both the hygiene of their eateries and their marketing campaigns. Research Limitation & Implications: The results' generalisability may be limited by the study's focus on international clients in Taiwan; therefore, ambiance and menu diversity should be taken into account in future studies. A more thorough understanding of customer satisfaction and loyalty would be possible by diversifying the client base and investigating new markets.
Co-Authors Abdul Majid Abubakar, Herminawaty Arifin Arifin Azizurrohman, Muhammad Eka Kadharpa Utama Dewayani Fatmasari Fatmasari Hasanuddin Remmang, Hasanuddin Misrah Misrah Syahruddin Syahruddin Thien Duc, Luong Dinh Warka Syachbrani