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Prakoso, Fajar adi
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Achieving Marketing Performance through Orientation Innovation and Entrepreneurial Orientation Karnowati, Nandang Bekti; Sudarto, Sudarto; Suwandari, Lusi; Prakoso, Fajar Adi; Apriandi, Devy Widya
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.19086

Abstract

Research aims: The purpose of this study is to examine the connection between innovation orientation (IO) and entrepreneurial orientation (EO) and its role in mediating marketing orientation (MO) to achieve marketing performance (MP), specifically focusing on MSMEs in the culinary sector in Banyumas, Purbalingga, Cilacap, and Kebumen (Barlingmascakeb).Design/Methodology/Approach: Data were collected from 100 food industry businesses in Barlingmascakeb. Structural equation modeling (SEM) was used utilizing Smart PLS to analyze data.Research findings: The results demonstrated that innovation orientation had a positive effect on entrepreneurial orientation and marketing performance. EO, which mediated the relationship between IO and MP, acted as a partial mediator. RBV is still a relevant theory for MSMEs, where organizational resources are assets that need to be managed and become superior to expand in a dynamic market. The research findings also support the MBV theory, where the market is a necessary factor to be considered by MSMEs in business and entrepreneurial decision-making. RBV and MBV actually complement each other and have an important role in influencing marketing performance.Theoretical contribution/Originality: This study contributes to the management study literature, which has built an empirical model that encourages MSME marketing performance by investigating the relationship between IO, EO, and MO to support MSME marketing performance.Practitioners/Policy Implications: This study provides insight into culinary MSME entrepreneurs to focus on innovation orientation and not ignore market orientation as a supporter of innovation and marketing performance.Research Limitations/Implications: This research only focused on MSMEs in the culinary sector, so generalizations and findings were limited. Therefore, future studies are expected to combine larger and more diverse samples.
Pengaruh Influencer Marketing dan Brand Ambassador terhadap Loyalitas Konsumen Produk Scarlett Whitening pada Generasi Z di Platform Tiktok Hasanah, Isma; Prakoso, Fajar Adi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.6098

Abstract

Penelitian ini berangkat dari fenomena persaingan yang semakin ketat dalam industri produk kecantikan di Indonesia, yang menuntut perusahaan untuk mengoptimalkan strategi digital marketing, khususnya melalui platform media sosial TikTok yang memiliki tingkat penetrasi tinggi pada generasi muda. Studi ini bertujuan untuk mengevaluasi efektivitas penggunaan influencer dan tokoh publik sebagai brand ambassador dalam mempertahankan loyalitas konsumen, dengan fokus utama pada segmen Generasi Z sebagai kelompok pengguna dominan media sosial. Secara spesifik, penelitian ini bertujuan untuk menguji pengaruh influencer dan brand ambassador secara parsial terhadap loyalitas pelanggan produk Scarlett Whitening. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data primer diperoleh melalui penyebaran kuesioner terstruktur kepada responden yang merupakan pengguna aktif TikTok sekaligus konsumen produk Scarlett Whitening. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan pendekatan purposive sampling, sesuai dengan kriteria yang telah ditetapkan. Tahapan analisis data meliputi uji validitas dan reliabilitas instrumen, uji prasyarat analisis, serta analisis regresi linear berganda untuk menguji hipotesis penelitian. Hasil penelitian ini diharapkan dapat memberikan kontribusi praktis bagi manajemen merek dalam merumuskan strategi pemasaran digital yang lebih efektif dan tepat sasaran di media sosial. Selain itu, penelitian ini juga diharapkan dapat memperkaya literatur akademik di bidang manajemen pemasaran, khususnya terkait faktor-faktor yang memengaruhi loyalitas konsumen pada generasi digital.
Influencer Marketing dan Hedonic Shopping Motivation sebagai Penentu Pembelian Impulsif di TikTokShop Hasanah, Indana Zulfa; Prakoso, Fajar Adi
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8890

Abstract

Pertumbuhan pesat TikTok Shop telah mengubah perilaku belanja konsumen di Indonesia, khususnya melalui influencer marketing dan hedonic shopping motivation yang mendorong impulsive buying di kalangan pengguna Tangerang Selatan. Penelitian ini bertujuan menganalisis pengaruh influencer marketing dan hedonic shopping motivation terhadap impulsive buying. Menggunakan pendekatan kuantitatif asosiatif dengan desain survei, data primer dikumpulkan melalui kuesioner skala Likert dari 160 responden purposive sampling, yaitu pengguna TikTok Shop di Tangerang Selatan yang memenuhi kriteria usia minimal 17 tahun dan riwayat pembelian minimal 3 bulan. Instrumen diuji validitas dan reliabilitas menggunakan SPSS 25, diikuti uji asumsi klasik serta regresi linear berganda. Hasil menunjukkan influencer marketing (β=0.229, t=2.497, p=0.014) dan hedonic shopping motivation (β=0.670, t=8.260, p=0.000) berpengaruh signifikan terhadap impulsive buying, menjelaskan 50,7% variasi perilaku. Responden didominasi perempuan (74,4%), usia 22-27 tahun (55%), dan pegawai (44,38%). Kesimpulannya, kedua faktor efektif memicu pembelian spontan, mendukung strategi pemasaran konten pada social commerce.​
Co-Authors Alfarabi, Risyad Alfiansyah, Fito Apriandi, Devy Apriandi, Devy Widya Azhari, Ahmad Nur Fairuz, Najla Hasanah, Indana Zulfa Hasanah, Isma Hazizah, Zakiyah Nur Irawan, Rinto Januar Taufan Lusi Suwandari Maulidina, Amanda Ghaliyah Najmudin Nandang Bekti Karnowati Nur, Munawir Hafizd Raden Mohamad Herdian Bhakti Ramadhan, Zulfikar Sudarto Sudarto Wahidah, Nur Rachmah