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All Journal Journal of Leadership in Organizations Jurnal Doktor Manajemen (JDM) Jurnal Mantik MANAZHIM Dinasti International Journal of Digital Business Management Enrichment : Journal of Management Jurnal ABDIMAS (Pengabdian kepada Masyarakat) UBJ Jurnal Abdimas Perbanas Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS Jurnal Manajemen dan Pemasaran Jasa Jurnal Pariwisata, Bisnis Digital dan Manajemen Jurnal Abdimas: Sosial, Bisnis, dan Lingkungan
Prasetyo, Johan Hendri
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The role of green and digital marketing in driving impulsive buying Prasetyo, Johan Hendri; Wiharso, Gani
Jurnal Mantik Vol. 9 No. 1 (2025): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i5.6161

Abstract

Consumer awareness of environmental issues has driven businesses to adopt green and digital marketing strategies to influence purchasing behavior. This study examined the impact of green marketing and digital marketing on impulsive buying, focusing on environmentally friendly product attributes, sustainability-focused promotions, social media engagement, and influencer endorsements. Using a quantitative approach, data were collected from 210 respondents through purposive sampling and analyzed using multiple regression analysis. The results showed that green marketing had a significant positive effect on impulsive buying (? = 0.742, p = 0.000), while digital marketing also significantly influenced impulsive buying (? = 0.342, p = 0.005). Moreover, the combined effect of green and digital marketing was statistically significant (F = 92.71, p = 0.000), with an R² value of 0.645, indicating that 64.5% of the variance in impulsive buying was explained by both variables. These findings suggest that integrating sustainability initiatives with digital engagement enhances impulsive purchasing tendencies. However, this study is limited by its sample characteristics and the exclusion of moderating factors such as financial constraints and brand loyalty. Future research should explore these aspects and assess the long-term impact of green and digital marketing on impulsive buying
Pelatihan dan Pendampingan Branding Modern dalam Peningkatan Kualitas Produk UMKM: Program Pengabdian kepada Masyarakat Sarasati, Fajar; Wiharso, Gani; Prasetyo, Johan Hendri
Jurnal Abdimas: Sosial, Bisnis, dan Lingkungan Vol. 2 No. 2 (2025): April - September 2025
Publisher : Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/abdimas.v2i2.1544

Abstract

This community service program was conducted to address challenges faced by micro, small, and medium enterprises (MSMEs) under the Genggam Teman Indonesia Foundation, particularly in product quality, branding, and technology use. Held in a hybrid format at Nusa Mandiri University, Jatiwaringin Campus, the program involved 21 MSME participants. The training aimed to strengthen knowledge and skills in branding, product design, raw material selection, production standards, and quality control. Methods included preliminary surveys, lectures, interactive discussions, and evaluations through pre- and post-training questionnaires. Results indicated improvements in participants’ understanding of product design and branding, ability to select quality raw materials, application of production standards, and implementation of quality control. Confidence in marketing products also increased. Active involvement of participants, who presented their products as case studies, made the sessions more contextual and practical. However, limited capital, restricted distribution channels, and varying digital literacy remained obstacles. In conclusion, the program enhanced MSMEs’ capacity in product quality and branding. Future activities should emphasize sustainable mentoring and collaboration with stakeholders to expand access to financing, distribution, and raw materials, thereby creating a stronger support system for MSME growth.
Digital Marketing Implementation in the Handicraft Industry Azizah, Adelia Rizki Nur; Aisyah, Aisyah; Nurdima, Fildzah; Febrianti, Nurlia; Prasetyo, Johan Hendri
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 7 No 1a (2025): Jurnal Kewirausahaan, Akuntansi, dan Manajemen (Special Issue)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v7i1a.545

Abstract

The advancement of digital technology encourages entrepreneurs, including MSMEs in the handicraft sector, to adapt through relevant and effective marketing strategies. This study examines the implementation of digital marketing at Arna Decor, a student-run business specializing in MDF wood-based home decoration. The background of this research is based on the limited utilization of digital media by business owners, such as inconsistency in visual content on social media and the suboptimal use of digital promotion features. This study aims to evaluate the digital marketing strategies implemented and their impact on brand awareness and sales performance. A descriptive qualitative method with a case study approach was used. Data were collected through direct observation, documentation of social media and marketplace insights, and relevant literature studies. The strategies implemented include visual storytelling on social media (Instagram and TikTok), optimization of paid advertising on marketplaces (Shopee, Tokopedia, TikTok Shop), and promotional expansion through affiliate programs. The results show significant improvements: Instagram profile visits increased by 155.6%, TikTok content views grew, and sales on marketplaces rose consistently. The effectiveness of these strategies is reflected in the ROAS ratio of 4.77 on Shopee Ads and an ROI of 43.7 in Shopee's affiliate program. Positive customer reviews further reinforced trust in the brand. It can be concluded that structured and consistent digital marketing implementation can enhance visibility, market reach, and brand image in the handicraft industry.
Affiliate marketing, live streaming, and impulsive buying: evidence from generation Z TikTok consumers Prasetyo, Johan Hendri; Ariawan, Joko; Wiharso, Gani; Basudani, Wahid Akbar
Enrichment : Journal of Management Vol. 15 No. 4 (2025): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v15i4.2395

Abstract

In the rapidly expanding digital economy, businesses increasingly rely on online promotional tools to attract and retain customers. This study investigated the effect of affiliate marketing on consumer purchase decisions. Grounded in consumer behavior and digital marketing theories, the research aimed to understand how affiliate marketing strategies influence purchasing behavior in online environments. A quantitative approach was employed using a structured questionnaire distributed to online shoppers who had interacted with affiliate marketing content. Data were analyzed using multiple regression analysis to examine the relationship between affiliate marketing and purchase decision variables. The findings revealed that affiliate marketing had a significant and positive influence on consumer purchase decisions. The results indicated that effective affiliate strategies, such as personalized recommendations and transparent product reviews, increased consumer trust and purchase intention. Theoretically, the study contributed to the development of digital marketing literature by confirming the role of affiliate strategies in shaping online consumer decision-making. Practically, the results provided insights for marketers to design more credible and targeted affiliate campaigns that enhance consumer engagement and conversion rates. It was concluded that affiliate marketing served as an important promotional tool that shaped consumer decision-making patterns in the digital marketplace. Future studies were suggested to explore the role of influencer credibility and technological innovation in strengthening the impact of affiliate marketing.
Pelatihan Pengenalan Teknologi san Digitalisasi untuk Bisnis UMKM Prasetyo, Johan Hendri; Fabrianto, Luky; Wiharso, Gani; Puspita, Ratna
Jurnal Abdimas Perbanas Vol. 6 No. 1 (2025): Jurnal Abdimas Perbanas
Publisher : Institut Keuangan-Perbankan Dan Informatika Asia Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56174/jap.v6i1.796

Abstract

In today’s fast-paced digital era, MSMEs in Bekasi City face significant challenges in integrating digital technology into their business operations. Many lack the knowledge and skills needed to adopt technology effectively, making them vulnerable to competitive disadvantages, limited market expansion, and exposure to digital security threats. To address these issues, comprehensive digital literacy training is essential to empower MSME actors to utilize technology in a safe and efficient manner that supports business growth. The "Introduction to Technology and Digitalization for MSME Businesses" training program is designed to equip participants with foundational knowledge of computers and the internet, effective use of social media as a marketing tool, and the basics of digital security to safeguard business information. By participating in this program, MSME actors from the UMKM Naik Kelas community in Bekasi are expected to improve their ability to adopt digital solutions, expand market reach, and enhance competitiveness. This initiative aims to produce tangible outcomes, including increased understanding of digital tools, practical application of social media for business promotion, and heightened awareness of cybersecurity measures. These skills will enable MSME actors to modernize their operations, better integrate technology, and ultimately strengthen their business resilience and economic contributions. With enhanced digital capabilities, MSMEs can achieve sustained growth, reinforce their presence in the marketplace, and contribute more effectively to local economic development.
User Experience Sebagai Media Manajemen Validasi Atas Kebutuhan User Prakoso, Bobby Suryo; Prasetyo, Johan Hendri; Fabrianto, Luky; Wiharso, Gani; Safitri, Rizky Ade
Jurnal Pariwisata Bisnis Digital dan Manajemen Vol. 1 No. 1 (2022): Jurnal Pariwisata, Bisnis Digital dan Manajemen Periode Mei 2022
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (950.443 KB) | DOI: 10.33480/jasdim.v1i1.3394

Abstract

Crypto apps: How user perceptions shape continued usage? Cahaya, Yohanes Ferry; Sungkono , Sungkono; Rukmana, Ovalia; Rajoana, Jakia; Setyarachma, Anita; Prasetyo, Johan Hendri; Setyanto, Eddy
Jurnal Manajemen dan Pemasaran Jasa Vol. 17 No. 2 (2024): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v17i2.19866

Abstract

This study aims to understand and analyze how user perceptions shape sustainable usage in Crypto apps, a group of cryptocurrency exchange platforms based in Indonesia that facilitate buying, selling, and trading various digital assets. Utilizing a quantitative-causal approach, questionnaires were distributed to 245 users of several Crypto Apps in Indonesia, such as Tokocrypto, Indodax, Pintu, Rekeningku, Triv, Koinku, Upbit Indonesia, Bitocto, Zipmex, IDEX, Pluto, and Bechipin, to gather data. This study is grounded in the technology acceptance model (TAM), which postulates that perceived usefulness and ease of use significantly influence users' attitudes and behavioral intentions toward technology adoption. By applying TAM, the research seeks to identify the key factors driving sustainable usage of Crypto apps. The collected data was analyzed using SEM-PLS to examine the hypotheses. The results indicate that perceived usefulness and ease of use positively impact consumer attitudes and intention to continue using the platform. However, consumer attitude does not directly impact continuance intention and does not serve as a mediating factor. These findings hold practical implications for Crypto apps, suggesting the need to improve service quality and application features to maintain user loyalty. Moreover, the study contributes theoretically to understanding the factors influencing users’ intentions to use cryptocurrency applications. In summary, users’ perceptions of the application's benefits and ease of use significantly shape their attitudes and intentions to continue using Crypto apps.
Menakar Social Commerce terhadap Kondisi Pasar Tanah Abang Wahyudi, Hegel; Sasetio, Jalalludin; Fikriy, Mohamad; Nurfauzan, Nabil; Prasetyo, Johan Hendri
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 6 No 1 (2024): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/tribisnis.v6i1.392

Abstract

Penelitian ini bertujuan untuk mengidentifikasi efek dari social commerce TikTok Shop terhadap aktivitas perniagaan di pasar Tanah Abang, serta mengidentifikasi perspektif masyarakat mengenai kontroversi social commerce. Desain penelitian yang digunakan adalah studi observasional dengan metode pengumpulan data melalui wawancara dengan narasumber terkait dan studi literatur yang relevan. Wawancara dilakukan dengan berbagai pihak yang terlibat dalam aktivitas ekonomi di Tanah Abang, termasuk pedagang, konsumen, dan pakar ekonomi, untuk mendapatkan gambaran yang komprehensif mengenai dampak TikTok Shop. Hasil penelitian menunjukkan adanya perspektif beragam dari masyarakat terhadap TikTok Shop yang meliputi berbagai aspek. Beberapa pihak menilai bahwa TikTok Shop memberikan dampak positif terhadap ekonomi lokal dengan meningkatkan akses pasar bagi pedagang kecil dan menengah, serta memberikan platform yang lebih luas untuk promosi produk. Namun, terdapat juga kekhawatiran bahwa keberadaan social commerce ini dapat mengancam keberlangsungan usaha tradisional di Tanah Abang, karena persaingan yang tidak seimbang antara pedagang offline dan online. Penelitian ini juga menemukan bahwa peran TikTok Shop dalam aktivitas ekonomi masyarakat cukup signifikan, terutama dalam memfasilitasi transaksi yang lebih efisien dan menjangkau konsumen yang lebih luas. Namun, ada kebutuhan mendesak untuk regulasi yang lebih ketat dari pemerintah untuk memastikan bahwa persaingan tetap sehat dan adil bagi semua pelaku usaha. Masyarakat memberikan beberapa saran konstruktif kepada pemerintah, termasuk perlunya pelatihan dan dukungan bagi pedagang tradisional untuk beradaptasi dengan perubahan teknologi dan strategi pemasaran digital. Secara keseluruhan, penelitian ini memberikan wawasan mendalam tentang dampak social commerce TikTok Shop terhadap pasar Tanah Abang dan menawarkan pandangan masyarakat yang dapat dijadikan bahan pertimbangan bagi pembuat kebijakan dalam mengatur dan mendukung perkembangan ekonomi digital yang inklusif dan berkelanjutan.
Co-Authors Abdullah, Hamzah Ali Afriano, Daniel Chandra Aisyah Aisyah Angelicia, Natasya Annathasia Puji Erasashanti Azizah, Adelia Rizki Nur Ch. Endah Winarti Debi, Jeri Eddy Setyanto Fabrianto, Luky Fathurahman, Dennis Febrianti, Nurlia Fikriy, Mohamad Gani Wiharso Hendri, Ade Karsari Zulmi Hidayat, Irwan Hurairah, Rizky Abu Indah Rahmawati Janiah, Samrotul Joko Ariawan Kahaikal, Randy Leksmono, Nabil Hanif Lia Mazia, Lia Maharani, Safira Nabilah, Saripah Nurdima, Fildzah Nurfauzan, Nabil Prakoso, Bobby Suryo R Luki Karunia Rachman, Hikmah Abdul Rajoana, Jakia Ratna Puspita, Ratna Rukmana, Ovalia Safitri, Rizky Ade Samiaji, Danang Rusdawidra Saputra, Aldi Tri Sarasati, Fajar Sasetio, Jalalludin Setyarachma, Anita Sungkono , Sungkono Triyadi Triyadi, Triyadi Wahid Akbar Basudani Wahyudi, Hegel Widi Astuti Yohanes Ferry Cahaya Yuwanda, Henny