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All Journal Interaksi Online Journal of Economics, Business, & Accountancy Ventura Gadjah Mada International Journal of Business Jurnal Nasional Pariwisata 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 The South East Asian Journal of Management International Journal of Accounting & Finance in Asia Pasific Journal of Business on Hospitality and Tourism Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) International Research Journal of Business Studies
Eka Ardianto
Universitas Prasetiya Mulya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Library & Information Science Social Sciences Transportation

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Keragaman Identitas dalam Komunitas Konsumen: Pengamatan Partisipatif melalui Fashion Marketing Ardianto, Eka
International Research Journal of Business Studies Vol. 1 No. 1 (2008): May-July 2008
Publisher : Universitas Prasetiya Mulya

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

Abstract

The rise of consumer communities leads the author to conduct this research. ‘Traditional’ approach views consumer community as a solid, stable, and homogeneous entity. However, using postmodernism approach, the author can spot identities in a consumer community. The exploration is done by participative observation through fashion marketing. It is found that there are four identities in the community, there are : 1) individual-culture identity (nature based), 2) collective-culture identity (future based), 3) temporary-structure identity (discussion based), and 4) permanent-structure identity (instruction based). Implication for marketer is also discussed at the end of this article.
Building Sustainable Competitive Advantage Through Customer Centricity: Evidence from FMCG Firms in Indonesia Damanik, Oskar Fajar; Simangunsong, Elliot; Rahman, Fathony; Ardianto, Eka
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study aims to develop a comprehensive model that leverages customer-centric strategies to build sustainable competitive advantage within the dynamic and complex context of changing consumer behaviour. Design/Methodology/Approach: Data were obtained from 235 sales and marketing managers across 63 Fast Moving Consumer Goods (FMCG) firms using a convenience sampling method. A structured questionnaire employing Likert-scale items was distributed via Google Forms. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 3 and further validated through semi-structured interviews with top management practitioners. Research Findings: The findings of the study indicate that a customer-centric strategy has a significant direct influence on sustainable competitive advantage, and is primarily influenced by internal factors of organisational culture and knowledge management. External factor of local market conditions were not significant determinants. Theoretical Contribution/Originality: This research fills a critical gap in the academic literature by offering a customer-centric strategy model specifically adapted for firms operating in emerging markets like Indonesia. Managerial Implication in the Southeast Asian Context: The insights provided are valuable for practitioners in the highly competitive FMCG landscape of Indonesia, equipping them with strategic guidance to better align with changing consumer behaviour in the market. Research Limitation & Implications: This study is situated within Indonesia's FMCG sector and thus its generalizability across other industries or organisational context may be limited.
Co-Authors Agus W Soehadi Agus Wijaya Soehadi Alavi Ali Albert Hasudungan Ali, Alavi Ancilla Quena Muljono Anggraini, Dyah Ratna Ashanta Maktasaridewi Setiadi Chandra, Nina Chatarina Umbul Wahyuni Dalila, Devara Mirrah Damanik, Oskar Fajar Djoko Setyabudi Falaha Rahmatia Az Zahra Rusin Fathony Rahman Handra, Tessa Hartono, Yudo Irman Jayawardhana Iskandar, Andy Kevin Pratama Larasati P. A., Made Lestari, Ni Komang Melya 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 Wirjawan, Ignacia Andrea Yudo Hartono