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All Journal E-Journal of Tourism Interaksi Online Journal of Economics, Business, & Accountancy Ventura Gadjah Mada International Journal of Business International Research Journal of Business Studies (E-Journal) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Kajian Branding Indonesia Global Research on Tourism Development and Advancement (GARUDA) PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia International Journal of Accounting & Finance in Asia Pasific Journal of Business on Hospitality and Tourism Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Eka Ardianto
Universitas Prasetiya Mulya
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Imaginative Experience: A Narrative-Dialogic Ethnography of the Community Who Adores Its Idol Ardianto, Eka
Gadjah Mada International Journal of Business Vol 9, No 3 (2007): September - December
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (580.427 KB)

Abstract

Managing customer loyalty becomes an important activity in marketing management. One of the reasons is that loyal consumers tend to make good financial performances to producer. Unfortunately, gaining a loyal customer is not a trivial activity since there are gaps to understand consumer experience comprehensively. To fulfill the gaps, this article explores imaginative experience of the community who adores its idol in the light of cultural perspective. The members of the community who adores its idol experience the imaginative experience. The author argues that those phenomena are cultural perspective, because they are meaningful to the members. Through narrative-dialogic ethnography, the author builds the concept of imaginative experience that through the imaginative media, the members do narrative-dialogic between “the realm of areal” and “the realm of afotik” then activate the imaginative relations in “the realm of aktinik”. Every member constructs its imaginative relations into imaginative constructions formed in a personal story. Managing imaginative experience could benefit the company. It can be the “Imaginative Experience Management” (IEM) that accommodates imaginative consumers’ experiences with the company’s products deeply and sustainably through managing the story of its consumers’ imaginative experiences. It can also be linked to the customer loyalty programs. In this matter, IEM should be integrated with brand management.
The Consumption Paradigm in Marketing Ardianto, Eka
Gadjah Mada International Journal of Business Vol 5, No 2 (2003): May-August
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

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Abstract

This article elaborates consumption paradigm in marketing. In background, this paper reviews different perspectives of consumption: economic perspective and marketing perspective. In ontology, this work describes various issues regarding consumption view. In epistemology, this article demonstrates how marketers especially researches explore the consumption phenomena. In methodology, the article describes experiential marketing –one of applied consumption paradigm in marketing, which could be an alternative choice of marketing practices.
Keragaman Identitas dalam Komunitas Konsumen Ardianto, Eka
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 1, No 1 (2008): May 2008
Publisher : Universitas Prasetiya Mulya

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Abstract

Tour Consumer Analysis Syllabus Peni Zulandari Suroto; Eka Ardianto
E-Journal of Tourism Volume 6 Number 1 (March 2019)
Publisher : Centre of Excellence in Tourism Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (268.903 KB) | DOI: 10.24922/eot.v6i1.47478

Abstract

Currently, there is no undergraduate program majoring Events Management in Indonesia. It is a challenge for creating the syllabus that complies with national and global uniformity and still has own characteristic. The strengths of Events Management Body of Knowledge (EMBOK) are the ‘management, administration and operations’ sides, which applied by many universities’ curricula. Adding syllabi focusing on ‘consumptions’ sides of the tour consumer (or audience in events) is relevant in the tourism studies since it is strongly connected with culture and performing arts. The aim of this paper is describing the process of innovating the “Tour Consumer Analysis” syllabus in undergraduate Events program (S1 Event) under tourism study at Universitas Prasetiya Mulya – Indonesia by applying SCAMPER technique and continued with putting it all together into 16 sessions of the course. The syllabus was implemented in one semester to 32 students. Three kinds of evaluation and feedback were designed. The students presented brilliant event ideas and audiences journey. This showed that with this syllabus, learning objectives are achieved. Second, students upload their feedback about their understanding of the topic. Lastly, in the next semester, students implemented some concepts on their theatrical performance and art By focusing on the tour consumer, students have the ability to create events that can make them re-visit or stay longer in the same destination to give a bigger impact on society. Further research to conduct integration with other courses is necessary. Keywords: events management, syllabus innovation, SCAMPER, tourism curricula.
Exponential Growth Pattern of Consumer Well-Being and Attractiveness of Tourism Digital Destination Albert Hasudungan; Eka Ardianto; Redha Widarsyah
Journal of Economics, Business, & Accountancy Ventura Vol 24, No 1 (2021): April - July 2021
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v24i1.2514

Abstract

This research aims to explore the connective patterns of 7 dimensions of tourism consumer well-being (environmental altruism, spiritual attunement, inspirational mindfulness, bio-psychological aspect, entrepreneurship, social connectedness, and cultural identity) to induce more tourism growth attractiveness in visiting the digital destination of the My Trip My Adventure (MTMA) Labuan Bajo YouTube platform. The study stems from a postmodern approach where the virtual world and reality are eroded in digital technology development. This study enriches that postmodern perspective by elaborating on 7 dimensions of tourism consumer welfare and the 4 V’s of digital technology innovation (volume, variety, velocity, and veracity). This study collected comments, replies, and ‘like’ expressions on YouTube from October 2016 to October 2019 from the My Trip My Adventure (MTMA) Labuan Bajo YouTube platform. The researchers then analyzed through thematic analysis and social network analysis. This research confirms the polynomial growth pattern from the 7 dimensions of tourism consumer well-being. In general, the pattern goes up from environmental well-being to inspirational mindfulness. Then, it descends to biophysical well-being. It is because to have exponential growth; tourism needs to be absent temporarily. Suddenly after that, the growth goes up in terms of social and cultural well-being. The findings can benefit tourism practitioners in orchestrating their 7 dimensions of tourism consumer well-being as destination orchestrators.
The role of participation in memorable tourism experience: a comparative case of cap go meh festival and linggarjati festival in Indonesia Agus W Soehadi; Eka Ardianto
Journal of Economics, Business, & Accountancy Ventura Vol 22, No 1 (2019): April - July 2019
Publisher : STIE Perbanas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v22i1.1657

Abstract

The study aimed to analyze the role of participation in creating memorable tourism experience in Cap Go Meh festival and Linggarjati festival to create loyal visitors. This study used a questionnaire of 42 questions on 5-point Likert-scale ranged from one to five range (1 = strongly disagree up to 5= strongly agree) to the festival visitors after the event. The data were analyzed using Structural Equation Modelling (SEM) with Confirmatory Factor Analysis (CFA) and the structural model using regression analysis. It showed that the visitors have different motives to attend and take a part in the festival. The group socializationhas a positive effect on participation, which lead to immersion, then influences vivid memory and loyalty in Cap Go Meh  while novelty has a positive effect on participation in Lingarjati vestival, which lead to immersion, then influences vivid memory and loyalty. Practicaly, it implied that this study has the benefit for event manager to understand the visitors characteristics. Cap Go Meh festival can be higher in group socialization. Event manager should facilitate visitors to participate as a group on God Statue parade. In Linggarjati, the visitors gain the novelty of historical site and city history merge with the stage of angklung -traditional music instrument- colossal.
Co-Creation dengan Komunitas Bike to Work Indonesia Sebagai Strategi Komunikasi Pemasaran Polygon Muhamy Akbar Iedani; Djoko Setyabudi; Nurist Surraya Ulfa; Tandiyo Pradekso; Eka Ardianto
Interaksi Online Vol 2, No 2: April 2014
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Konsumen yang aktif berkomunitas memiliki kecenderungan untuk secara aktif mencari informasi, membagikannya, serta saling mempengaruhi antar anggota komunitas. Selain itu konsumen yang saling terhubung secara aktif meningkatkan nilai produk yang mereka konsumsi, sehingga perusahaan harus memberikan ruang gerak lebih luas bagi komunitas dalam proses penciptaan ide, aktifitas promosi, merek, atau produk bersama mereka dalam rangka meningkatkan loyalitas konsumen, mengurangi resiko kegagalan produk, mengurangi biaya promosi, dan menjaga stabilitas keuangan perusahaanatau yang disebut dengan istilah co-creationseperti yang dilakukan oleh produsen sepeda Polygo n dan komunitas Bike to Work Indonesia. Kolaborasi yang dilakukan Polygon dan Bike to Work merupakan salah satu contoh impelementasi strategi co-creationdengan pendekatan penciptaan produk. Tujuan penelitian iniadalah untuk mendeskripsikan implementasi co-creationsebagai strategi komunikasi pemasaran Polygon dengan komunitas Bike to Work Indonesia. Penelitian ini menggunakan konsep Consumunity Marketing (Ardianto dan Soehadi, 2013), Brand Co-creation(Hatch dan Schultz, 2010), DART Model in Co-creation(Prahalad dan Ramaswamy, 2004), Co-creationof Value (Ardianto dan Soehadi, 2013), dan Engagement in Co-creation(Smith dan Zook, 2011). Tipe penelitian ini adalah deskriptif kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dan observasi partisipan serta analisis data menggunakan grounded theoryHasil penelitian menunjukkan bahwa engagementmerupakan langkah awal dalam melakukan co-creationsekaligus sebagai faktor utama dalam proses tersebut. Faktor pendukung co-creationberupa kesamaan nilai dan pesan, adanya dialog, transparansi, akses, dan pengelolaan resiko. Proses co-creationharus berlanjut pada proses co-communicationuntuk mengkomunikasikan hasil co-creationkepada khalayak luas (pasar) sehingga tujuan dari co-creationdapat tercapai. Semua proses awal co-creationhingga keberlangsungannya tersaji dalam model co-creation. Kata kunci: komunikasi pemasaran, konsumen, komunitas, engagement, co-creation
Eksplorasi Message Strategy dan Sub-Process Consumer Engagement di Akun Instagram @Netflixid Ancilla Quena Muljono; Ashanta Maktasaridewi Setiadi; Eka Ardianto; Yudo Hartono
Kajian Branding Indonesia Vol 1 No 1 (2019): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (652.929 KB) | DOI: 10.21632/kbi.1.1.49-68

Abstract

Topik online consumer engagement menjadi topik yang semakin populer bagi riset pemasaran dikarenakan perannya yang penting dalam menciptakan keunggulan kompetitif merek. Tujuan dari penelitian ini adalah untuk mengidentifikasi berbagai jenis message strategy yang digunakan oleh akun Instagram @netflixid dan jenis consumer engagement sub-processes di dalam kolom komentar @netflixid. Penelitian ini mengeksplorasi bagaimana message strategy membentuk karakter dari consumer engagement sub-processes dan dalam pengembangannya terhadap consumer engagement rate. Penelitian ini menggunakan pendekatan kualitatif dengan metodologi netnografi, dan metode domain analysis dan narrative analysis, dengan bantuan aplikasi analisis data kualitatif, yaitu N-Vivo. Penelitian ini telah berkontribusi dalam pengembangan literatur yang terdiri dari penemuan sub-category baru yaitu empathy pada message strategy: affective dan penambahan 3 sub-proses consumer engagement baru, yaitu emoting, partaking, dan objecting. Penelitian ini menyimpulkan bahwa consumer engagement sub-processes menciptakan sebuah consumer engagement levels secara spesifik terhadap message strategy yang digunakan. Peneliti menyarankan agar brands menggunakan message strategy: engagement dalam konten yang diunggah pada akun Instagram dan menyertakan engagement cues yang spesifik untuk menciptakan sub-process: partaking pada kolom komentar yang dimana pada hasilnya akan menciptakan sebuah consumer engagement rate yang tinggi. Terlebih lagi, penelitian ini memberikan masukkan pada implikasi manajerial dengan memahami dinamika dalam membangun consumer engagement pada akun Instagram milik merek melalui eksplorasi message strategy dan consumer engagement sub-processes.
Pengaruh Green Perceived Value dan Green Perceived Risk terhadap Green Trust, Green Purchase Intention, dan Green Purchase Behavior pada Produk Green Cosmetics di Indonesia, Studi Kasus: Sensatia Botanicals Falaha Rahmatia Az Zahra Rusin; Kevin Pratama; Eka Ardianto; Alavi Ali
Kajian Branding Indonesia Vol 1 No 1 (2019): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (441.382 KB) | DOI: 10.21632/kbi.1.1.140-170

Abstract

Cakupan penelitian mengenai intensi dan perilaku pembelian produk telah banyak dibahas dalam studi penelitian manajemen terutama dalam bidang ilmu pemasaran di Indonesia. Namun, penelitian yang membahas green purchase behavior dalam konteks green cosmetics sendiri masih sangat terbatas. Penelitian ini akan membahas mengenai pengaruh green perceived value dan green perceived risk terhadap green trust, green purchase intention, dan green purchase behavior pada produk green cosmetics di Indonesia, khususnya daerah Jabodetabek. Dalam penelitian ini, peneliti meneliti salah satu brand green cosmetics lokal yakni Sensatia Botanicals. Data dikumpulkan secara purposive sebanyak 159 responden yang sudah pernah melakukan pembelian terhadap green cosmetics Sensatia Botanicals. Pengambilan data dilakukan melalui penyebaran kuesioner online selama bulan Juli 2019. Data diolah menggunakan aplikasi SPSS 23 dan menggunakan Structural Equation Modeling dengan AMOS 23. Hasil menunjukkan bahwa pembentukan green trust dipengaruhi oleh green perceived value. Dengan kata lain, terdapat kesesuaian value lingkungan yang dimiliki konsumen dan produsen sehingga mempengaruhi green trust konsumen. Di sisi lain, tidak terdapat hubungan antara green perceived risk dan green trust dalam pembelian produk green cosmetics. Selain itu, penelitian ini membuktikan bahwa green trust mempengaruhi green purchase intention konsumen Sensatia. Temuan lainnya adalah konsumen Sensatia Botanicals telah menunjukkan perilaku pembelian terhadap produk ramah lingkungan secara rutin.
Keragaman Identitas dalam Komunitas Konsumen Eka Ardianto
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 1, No 1 (2008): May 2008
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.1.1.10

Abstract

Co-Authors Agus Wijaya Soehadi Alavi Ali Albert Hasudungan Ali, Alavi Ancilla Quena Muljono Anggraini, Dyah Ratna Arief Budiman Ashanta Maktasaridewi Setiadi Chandra, Nina Dalila, Devara Mirrah Djoko Setyabudi Falaha Rahmatia Az Zahra Rusin Handra, Tessa Hartono, Yudo Iskandar, Andy Kevin Pratama Larasati P. A., Made Muhamy Akbar Iedani N. Firman, Vadya Nugraha, Jimmy Jaya Nurist Surraya ulfa Peni Zulandari Suroto Phina, Devi PRATIWI, PUTU YANI Ramadhanty, Anissa Redha Widarsyah Refanda, Andita Rivansky, Kevin Andrianto Rizkalla, Nosica Simangunsong, Elliot Sugiarto S Sukarsa, Andreas Tandiyo Pradekso Yudo Hartono