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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 Pariwisata, Bisnis Digital dan Manajemen Jurnal Abdimas: Sosial, Bisnis, dan Lingkungan
Prasetyo, Johan Hendri
Unknown Affiliation
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.
Co-Authors Abdullah, Hamzah Ali Afriano, Daniel Chandra Aisyah Aisyah Angelicia, Natasya Annathasia Puji Erasashanti Azizah, Adelia Rizki Nur Ch. Endah Winarti Debi, Jeri Fabrianto, Luky Fathurahman, Dennis Febrianti, Nurlia 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 Prakoso, Bobby Suryo R Luki Karunia Rachman, Hikmah Abdul Safitri, Rizky Ade Samiaji, Danang Rusdawidra Saputra, Aldi Tri Sarasati, Fajar Triyadi Triyadi, Triyadi Wahid Akbar Basudani Widi Astuti Yuwanda, Henny