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All Journal Referensi : Jurnal Ilmu Manajemen dan Akuntansi Jurnal Praksis dan Dedikasi Sosial Journal of Economics and Business UBS Journal of Research on Business and Tourism Jurnal Manajemen dan Usahawan Indonesia Jurnal Multidisiplin Indonesia Jurnal Manajemen dan Usahawan Indonesia
Benni Ahdiyana Pamungkas
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Veterinary Other

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Analisis Perilaku eWOM Opini Vaksinasi dengan Pendekatan Theory of Planned Behavior Benni Ahdiyana Pamungkas; Adman Nursal
Jurnal Manajemen dan Usahawan Indonesia Vol 44, No 2 (2021): Jurnal Manajemen dan Usahawan Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Indonesia

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Abstract

Theory of planned behavior (TPB) Ajzen terbukti di banyak bidang bisa memprediksi perilaku manusia. Pembahasan perilaku eWOM berdasarkan pendekatan teori tersebut, sepengetahuan penulis, belum banyak ditemukan. Penelitian ini bertujuan untuk menguji enam hipotesis untuk menganalisis perilaku eWOM dengan pendekatan TPB. Metode penelitian ini adalah survei. Penyampelan menggunakan metode non-probabilitas dengan teknik judgmental. Sampel unit adalah 165 responden yang sudah mengetahui atau melakukan posting sebuah twibbon opini vaksinasi di Facebook. Kuesioner adalah instrumen pengukuran dalam penelitian ini. Penelitian ini mengungkap tiga hipotesis ditolak dan tiga lainnya tidak ditolak. Perilaku eWOM opini vaksinasi terbukti bisa dipengaruhi oleh intensi perilakunya. Intensi dipengaruhi sikap dan norma injungtif terhadap perilaku eWOM opini vaksinasi. Implikasi teoritis penelitian yaitu menguatkan teori awal TPB dan temuan-temuan lain sebelumnya. Implikasi manajerial penelitian ini adalah mengidentifikasi variabel kunci yang mempengaruhi perilaku eWOM opini vaksinasi dan target audien utama
Perancangan Strategi Pemasaran UMKM Studi pada UMKM Boneky Benni Ahdiyana Pamungkas; Eka Danar Nur Endra; Gentar Dwi Raharjo
Journal of Research on Business and Tourism Vol. 2 No. 1 (2022): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104002120225

Abstract

UMKM sebagai pilar perekonomian Indonesia merupakan salah satu penyumbang produk domestik bruto Indonesia, namun disisi lain UMKM juga memiliki beragam kelemahan seperti produk yang belum terstandar, pengelolaan manajemen dan promosi yang belum optimal. Penelitian ini bertujuan untuk merancang perencanaan pemasaran bagi UMKM agar mampu menggunakan kekuatan untuk meminimalkan kelemahan. Penelitian ini menggunakan desain riset ekploratori dengan  pendekatan kualitatif melalui metode wawancara mendalam serta analisis SWOT untuk menentukan strategi yang tepat. Subjek penelitian ini adalah UMKM Boneky dari Bandung. Temuan utama penelitian menunjukkan empat strategi yang disarankan yaitu, integrasi, branding, peningkatan kemampuan manajerial, optimalisasi digital marketing.
Analisis Perilaku eWOM Opini Vaksinasi dengan Pendekatan Theory of Planned Behavior Pamungkas, Benni Ahdiyana; Nursal, Adman
Jurnal Manajemen dan Usahawan Indonesia Vol. 44, No. 2
Publisher : UI Scholars Hub

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Abstract

Ajzen’s theory of planned behavior (TPB) has been proven in many fields to predict human be- havior. Discussion of eWOM behavior based on the theoretical approach, to the author’s knowledge, has not been widely found. This study aims to examine six hypotheses to analyze eWOM behavior by TPB approach. This research methode is survey. Sampling uses a non-probability method with judgmental techniques. The unit sample is 165 respondents who already know or post a vaccination opinion twibbon on Facebook. The questionnaire is the measurement instrument in this research. The study reveals that three hypotheses were rejected and the other three were not rejected. The behavior of eWOM opinion on vaccination is proven to be infuenced by behavior intentions. Intentions are in- fluenced by attitudes and injunctive norms toward behavior eWOM behavior on vaccination opinion. The theoritical implication of the research is to strengthen the intial theory of TPB and other previous findings. The managerial implication of this research is result of research identify several key vari- abels that influence the eWOM behavior of vaccination opinion and its main target audience.
PERANAN CO-CREATION PADA SME: SYSTEMATIC LITERATURE REVIEW Pamungkas, Benni Ahdiyana
Referensi : Jurnal Ilmu Manajemen dan Akuntansi Vol 12, No 3 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/ref.v12i3.6502

Abstract

Small Medium Enterprise (SME) is the biggest supporter of a country's economy but generally has limited resources. For this reason, co-creation is important for SME to create shared value and become a competitive advantage. This study aims to reveal the state-of-the-art of the role of co-creation in SMEs. A systematic literature review was carried out using the PRISMA approach and a total of 15 articles were selected for review. SMEs are very diverse in terms of industrial sectors, technological needs, and positions spread across every corner of the country. The entire article shows that co-creation and collaboration between actors in the SME ecosystem functions to create a climate of mutually beneficial innovation for all parties.
Marketing Automation in Academic Literature: A Systematic Analysis of its Definitions and Categories Pamungkas, Benni Ahdiyana; Mahardhika, Dhimas; Marniwati, Marniwati
Journal of Economics and Business UBS Vol. 14 No. 5 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/m9e86y14

Abstract

Marketing automation has become increasingly critical in contemporary business practices, with the global market reaching $6.5 billion in 2023 and projected to grow to $9.5 billion by 2027. However, academic literature currently presents fragmented and diverse definitions of marketing automation, creating both theoretical ambiguity and practical confusion in understanding this construct. This conceptual inconsistency hinders scholarly discourse and impedes practitioners’ ability to make informed decisions regarding technology adoption and implementation. The purpose of this study is to determine the definition of marketing automation based on existing literature. A systematic literature review (SLR) was conducted, and 12 articles on marketing automation were obtained. The results indicate four categories of marketing automation discussions based on definitions. From a theoretical perspective, this study contributes to conceptual clarity by synthesizing fragmented definitions into a coherent framework, while from a practical standpoint, it provides business practitioners with a structured understanding to guide investment decisions and implementation strategies in marketing automation technology. This study clarifies the diversity of marketing automation definitions based on academic literature, which can serve as a theoretical basis for further research and as a foundation for practical digital-based decision-making.
Marketing Nostalgia: A Systematic Analysis of the Literature Through the Framework of Onion Research Pamungkas, Benni Ahdiyana; Hadi Pranata, Cristian
Jurnal Multidisiplin Indonesia Vol. 5 No. 4 (2026): (2026): Jurnal Multidisiplin Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jmi.v5i4.2697

Abstract

This research aims to identify future research directions and opportunities in the field of nostalgia marketing through the Systematic Literature Review (SLR) approach within the onion research framework. A total of 22 Scopus-indexed articles were filtered using the PRISMA protocol with Watase Uake software; of these, 11 articles were analyzed in depth based on their research philosophy, approaches, methods, strategies, time horizons, and data analysis techniques. The results of the study show that nostalgia marketing is predominantly examined through two paradigms interpretivism and positivism with a relatively balanced employment of inductive and deductive approaches. These studies utilize qualitative, quantitative, and mixed-method designs with various strategies, such as literature reviews, case studies, surveys, and experiments, with cross-sectional time horizons being the most frequently adopted. This study provides a comprehensive overview of the nostalgia marketing research landscape and offers strategic research directions that can support the development of past-based marketing theories and practices across various industries. These findings carry important implications for both researchers and practitioners through a nostalgia-based approach that can be leveraged strategically. Furthermore, the findings can serve as an initial foundation for the development of nostalgia-based marketing theoretical models within the Indonesian context.
The buying motives analysis of consumer electric vehicle in Indonesia Pamungkas, Benni Ahdiyana
Jurnal Praksis dan Dedikasi Sosial Vol. 8 No. 1 (2025)
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um022v8i12025p174-185

Abstract

Climate change has prompted many countries to decarbonize their economies, with the development of the electric vehicle (EV) industry being one of the proposed solutions. However, EV sales in Indonesia have fallen short of expectations. Understanding consumer purchasing motives is crucial to accelerating EV adoption. Unfortunately, research on the factors driving EV purchases remains limited. This study seeks to address this gap by identifying the dominant factors influencing consumer decisions to purchase EVs in Indonesia. This research employs a quantitative approach with a survey research strategy. A non-probability sampling method using a purposive sampling technique was applied, resulting in a sample of 103 respondents. Exploratory factor analysis was conducted to analyze the data. The findings identify six key factors influencing EV purchasing decisions: Total Customer Benefits, Climate Change Awareness, Product Value, Emotional and Rational Impacts, Economic and Environmental Considerations, and Electric Vehicle Charging Stations (EVCS). Among these, Total Customer Benefits emerged as the most dominant factor.
Co-Authors Adman Nursal Dhimas Mahardhika Eka Danar Nur Endra Gentar Dwi Raharjo Hadi Pranata, Cristian Marniwati, Marniwati Nursal, Adman