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All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Among Makarti Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Jurnal Sosial dan Teknologi Journal of Applied Business, Taxation and Economics Reseach ASEAN Marketing Journal Asia Pacific Journal of Management and Education
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Technology Readiness and E-Commerce Adoption among Entrepreneurs of SMEs in Bandung City, Indonesia Astuti, Novika Candra; Nasution, Reza Ashari
Gadjah Mada International Journal of Business Vol 16, No 1 (2014): January-April
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (606.669 KB)

Abstract

The emergence of internet-based electronic commerce offers considerable opportunities for companies to expand their customer base, enter new product markets, and rationalize their business. The Indonesian government has initiated and implemented a series of plans and activities to promote technology use to increase SMEs’ performance. Despite such efforts, technology adoption rate are still low. Therefore, it is important to understand the factors affecting an entrepreneurs’ decision on internet adoption, by measuring technology readiness (TR). The purpose of this study is to investigate TR and the extent to which E-commerce is adopted amongst entrepreneurs. This study is replication of Parasuraman’s study on the Technology Readiness Index (TRI). Questionnaires were distributed using a convenience sampling method to 190 entrepreneurs of SME in Bandung city. The findings indicate that entrepreneurs are moderate in terms of their TR. There are significant differences in terms of TR across entrepreneurs’ backgrounds (gender, age, education, and income). In relation to internet adoption by those surveyed, as their use of media promotion is still low, there were only 36.3 percent who adopted it. The results clearly indicate the need to provide support to SMEs to adopt and use e-commerce. These results have implications not only for managers of SMEs but also for government agencies in developing countries such as Indonesia. The findings have implications for researchers and practitioners by identifying TR drivers (optimism and innovativeness), and barriers (discomfort and insecurity), that contribute to effectively leveraging the Internet in an important area for SMEs.     
Strategic Alliance between PT Dirgantara Indonesia and Airbus Millitary (A Case Study of PT Dirgantara Indonesia) Indriyanto, Reza Relen; Wandebori, Harimukti; Astuti, Novika Candra
The Indonesian Journal of Business Administration Vol 2, No 6 (2013)
Publisher : The Indonesian Journal of Business Administration

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Abstract

PT Dirgantara Indonesia (PT DI) is one of the aircraft manufacturing companies in Indonesia. The tight of competition in aerospace industry needs to improve its performance to gain niche market. Therefore, Ministry State of Own Enterprises has instructed PT Perusahaan Pengelola Aset (PT PPA) and PT DI to restructure and revitalize company with supported by Airbus Military as a strategic alliance partner, in order to increase the performance of production capacity, aircraft sales, and financial. This study focuses on the lifecycle of strategic alliance between PT DI and Airbus Military that consists of planning, formation, operation and termination phase. Strategic alliance is classified into stakeholder support, matching strategic, cross-culture understanding, initial goals and reason, forms of co-operation, alliance initial agreement, human resource management, organizational arrangement, management control system, internal drivers, and external drivers. We use technic in-depth interview and internal data to analyze the strategic alliance between PT DI and Airbus Military. The life cycle of strategic alliance within one and half years between PT DI and Airbus Military includes planning phase, formation phase, and operation phase. After identifying the life cycle of strategic alliance phases, PT DI should improve performance and take benefits from this strategic alliance. Strategic alliance agreement between PT DI and Airbus Military is joint operation or non-equity alliance. It is expected to evolve become equity alliance that requires share of ownership among parties. This study provides strategic alliance evolution that requires company to place trust and commitment, organizational, society, technological, and financial. The result gives contributions for the strategic alliance theory especially in alliance evolution. Keywords: strategic alliance, aircraft manufacturing, alliance evolution
Consumer Innovativeness Model of Indonesian Young People in Adopting Electronic Products Nasution, Reza Ashari; Astuti, Novika Candra
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

It is important for marketers to understand how innovators respond to the introduction of new products. This paper investigates consumer innovativeness (CI) from meta-analysis study as suggested by Nasution and Garnida [2011] and examines the simultaneous impacts of CI on new product adoption. Nasution and Garnida [2010] proposed three different perspectives in conceptualizing the CI model. First, the generalist stream that represents a generalized personality trait that engenders consumers to adopt new product. Second, the particularist stream that focuses on product adoption behavior within a specific domain of interest. Third, the integrator perspective that proposes to integrate these two streams by putting domain-specific innovativeness as a mediating factor in relationship between general innovativeness trait and new product adoption.A structural equation model is used to test hypotheses using empirical data from 607 respondents in electronic products adoption. The result shows that the integrator perspective provides the best model in representing the empirical data. The finding of the integrator perspective reveals that domain specific CI mediates the relationship between general innovativeness trait and new product adoption. Specifically, subjective knowledge and hedonic idea shopping enhances the actuality of new products.The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of electronic products and student sample may become one of the limitations and future studies needed to replicate the perspective of CI in different research contexts for greater generalizability and the use of non-student sample. The findings have implications for the innovation adoption theory, for managers involved in the introduction of new products, and for future research on innovation adoption.
Factors Affecting the Recognition of International Opportunities by SME Entrepreneurs: Case Studies from the Creative Industries in Indonesia Astuti, Novika Candra; Sakti, Intan Widuri; Suhardi, Agatha Rinta; Sari, Oktora Yogi; Oktaviani, Desy; Darajat, Zakiah
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Qualitative paper Research aims: To explore the factors influencing the recognition of international opportunities among entrepreneurs in emerging markets, focusing on small and medium-sized enterprises (SMEs). Design/methodology/approach: This study employs multiple case studies, investigating six Indone- sian SMEs in the creative industries. Research Findings: Entrepreneurs often recognize international opportunities through serendipi- tous events such as encounters with local agents, communications with foreign clients via Google Ads/Facebook Ads, invitations from government entities, and referrals from acquaintances. These international opportunities are often acknowledged based on prior business experience from initial internationalization, the use of social and business networks, and digital marketing strategies. While initial expansion into the global market was impromptu, subsequent entries became deliberate strate- gies involving social and business networks, previous international experience, and digital marketing platforms such as TikTok Shop, Facebook, and Instagram. Theoretical Contribution/Originality: This study provides a comprehensive understanding of how SMEs in emerging markets recognize international opportunities, emphasizing the role of serendipi- tous events and digital marketing in the internationalization process. practitioner/policy Implication: Policymakers and practitioners should support SMEs in leverag- ing digital marketing platforms and building strong social and business networks to enhance their recognition and pursuit of international opportunities. Research limitation/Implications: The study is limited to Indonesian SMEs in the creative indus- tries, which may impact the generalizability of the findings. Future research could investigate similar dynamics in other sectors and emerging markets to validate and extend these insights.
PENGARUH HEDONIC MOTIVATION, ELECTRONIC WORD OF MOUTH, PERCEIVED EASE OF USE, DAN PERCEIVED USEFULLNESS TERHADAP PURCHASE INTENTION LIVE STREAMING TIKTOK SHOP Rohmatulloh, Farhan; Astuti, Novika Candra
Among Makarti Vol 17, No 1 (2024): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v17i1.629

Abstract

Abstract : This research endeavors to ascertain the impact of electronic word of mouth, hedonic motivation, perceived ease of use, and perceived usefulness on the purchase intentions of consumers participating in TikTok Live Streaming. Employing a quantitative research methodology, the study utilized a survey technique, wherein questionnaires were disseminated to a sample of 100 students from Widyatama University who have engaged in transactions through the TikTok Shop. The data collected were subjected to multiple linear regression analysis to determine the relationships among the variables. The findings of the study reveal that electronic word of mouth, hedonic motivation, perceived ease of use, and perceived usefulness significantly and positively affect purchase intentions.Abstrak : Penelitian ini bertujuan untuk mengkaji pengaruh electronic word of mouth, hedonic motivation, perceived ease of use, dan perceived usefulness terhadap purchase intention pada konsumen yang berpartisipasi dalam Live Streaming TikTok. Metode yang diterapkan dalam penelitian ini adalah metode kuantitatif dengan pendekatan survei, di mana kuesioner disebarkan kepada 100 mahasiswa Universitas Widyatama yang telah melakukan transaksi di TikTok Shop. Data yang dikumpulkan dianalisis menggunakan uji regresi linier berganda. Hasil analisis menunjukkan bahwa electronic word of mouth, hedonic motivation, perceived ease of use, dan perceived usefulness memiliki pengaruh positif yang signifikan terhadap purchase intention.
The Mediating Role of the TPB in the Relationship Between Entrepreneurship Education and Entrepreneurial Intention Among Indonesian Undergraduate Students Astuti, Novika Candra; Solihin, Ismail
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 3 (2024): November 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i3.3514

Abstract

The objective of this study is to analyze the effects of entrepreneurship education on students' attitudes, social norms, and perceived behavioral control, and how these elements impact entrepreneurial intentions using the Theory of Planned Behavior (TPB) model. University students enrolled in entrepreneurship programs in Bandung, Indonesia, were surveyed. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) using Smart PLS software to test the theoretical model. The study confirms that entrepreneurship education positively impacts students' attitudes (H1), social acceptance (H2), and perceived control (H3) toward entrepreneurial careers. However, attitude and social acceptance do not significantly affect entrepreneurial intention (H4 H5), while perceived control strongly enhances entrepreneurial intention (H6). The impact of entrepreneurship education on intention is indirect, with social acceptance and perceived control serving as effective mediators (H9, H10), while attitude does not mediate this relationship (H8). The study concludes that entrepreneurship education fosters entrepreneurial ambition indirectly through perceived behavioral control and social acceptance. Universities and policymakers should focus on improving both the social and practical aspects of entrepreneurial education to enhance students' entrepreneurial aspirations.
INSTAGRAM MARKETING STRATEGIES AND COMMUNITY BUILDING: A CASE STUDY OF FASHION SMES IN BANDUNG, INDONESIA Astuti, Novika Candra; Azzahra, Salsa Mylady
Among Makarti Vol 18, No 1 (2025): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v18i1.820

Abstract

Abstract : This study examines the strategic utilisation of Instagram by small fashion businesses in Bandung, Indonesia, to cultivate brand communities and develop marketing strategies. Although current studies have mostly concentrated on big worldwide businesses and developed markets, little is known about how SMEs in developing nations negotiate Instagram's tools—especially Instagram Ads—for brand development and consumer interaction. Filling in this void, the study uses the Gioia technique and in-depth interviews to analyse four local fashion companies using a qualitative multiple case study approach. Two main themes emerge from the results: (1) Instagram marketing strategy with market segmentation, content development, and ad optimisation; and (2) Instagram engagement and community building with follower refinement, influencer relationships, and interactive engagement strategies. The study advances brand community theory via the prism of intentional audience curation and active interaction, therefore augmenting theory by combining content strategy with targeted segmentation in social media marketing. These realisations help one to grasp digital branding in settings of emerging markets.Abstrak : Penelitian ini menyelidiki bagaimana bisnis fashion kecil di Bandung, Indonesia, secara strategis menggunakan Instagram untuk mengembangkan strategi pemasaran dan membangun komunitas merek. Meskipun penelitian yang ada lebih banyak fokus pada merek global besar dan pasar berkembang, pemahaman tentang bagaimana UKM di negara berkembang menggunakan alat-alat Instagram—terutama Instagram Ads—untuk pengembangan merek dan keterlibatan pelanggan masih terbatas. Untuk mengatasi kekurangan ini, penelitian ini menggunakan pendekatan studi kasus kualitatif dengan menganalisis empat merek fashion lokal melalui wawancara mendalam dan metode Gioia. Temuan menunjukkan dua tema utama: (1) strategi pemasaran Instagram, termasuk segmentasi pasar, pembuatan konten, dan optimasi iklan; dan (2) keterlibatan Instagram dan pembangunan komunitas, yang mencakup penyaringan pengikut, kolaborasi dengan influencer, dan taktik keterlibatan interaktif. Penelitian ini memberikan kontribusi terhadap teori dengan mengintegrasikan strategi konten dengan segmentasi yang ditargetkan dalam pemasaran media sosial dan mengembangkan teori komunitas merek melalui perspektif kurasi audiens yang sengaja dan keterlibatan aktif. Temuan ini memberikan pemahaman yang lebih mendalam tentang branding digital dalam konteks pasar yang sedang berkembang.
Improving Brand Awareness and Market Competitiveness in Homecare Services: Business Strategy Analysis of Care Your Self (CYS) Nanda, Yumas Gia; Astuti, Novika Candra; Uno, Indra Cahya
Jurnal Ilmiah Manajemen dan Bisnis Vol 11, No 2 (2025): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v11i2.33400

Abstract

The homecare healthcare industry in Indonesia is experiencing rapid growth due to the aging population, increasing prevalence of chronic diseases, and rising demand for personalized healthcare services. Despite this opportunity, many providers face challenges in building market visibility and competing in a fragmented and price-sensitive market. This paper analyzes the business strategy of Care Your Self (CYS), a comprehensive homecare nursing service provider, focusing on brand awareness and competitive positioning. Using a mixed-method approach and strategic analysis frameworks such as SWOT, PESTLE, Porter’s Five Forces, EFAS-IFAS, and AHP, this study proposes actionable strategies to improve CYS's brand strength and market competitiveness. Results show that a combination of digital marketing, service differentiation, IT infrastructure development, and strategic partnerships is essential for enhancing public awareness and driving sustainable business growth. The findings contribute to the broader understanding of healthcare marketing and strategic planning for emerging health service providers in developing economies.
Impact of Customer Satisfaction on Loyalty in Indonesia B2B Digital Marketing Agency (Case Study of Bertumbuh Creative) Adhyaksa, Rangga Pijar; Astuti, Novika Candra
Jurnal Sosial Teknologi Vol. 5 No. 7 (2025): Jurnal Sosial dan Teknologi
Publisher : CV. Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsostech.v5i7.32221

Abstract

This study examines the factors influencing customer satisfaction and loyalty at Bertumbuh Creative, a micro-scale B2B digital agency in Indonesia's rapidly growing digital economy. With the e-commerce sector projected to reach $360 billion in GMV by 2030, Bertumbuh Creative provides cost-efficient services to MSMEs, including social media management, e-commerce activation, and digital advertising. Despite successful client acquisition and regional expansion, the agency faces challenges in maintaining customer retention, signaling underlying issues with satisfaction and operational consistency. Using a qualitative research approach, this study applies the Gioia Method and Van Rensburg’s (2010) Overall Satisfaction framework to explore the drivers of customer satisfaction. In-depth interviews with clients reveal that satisfaction is influenced by both functional execution and relational surplus, such as emotional attentiveness and fair negotiation. However, recurring technical inconsistencies negatively impact trust and perceived value. Loyalty mapping using Dick and Basu’s (2021) typology shows that while most clients exhibit latent loyalty, their positive attitudes are not reflected in repeat behavior, indicating a need for more structured retention strategies. The findings suggest that Bertumbuh Creative must address operational inconsistencies and enhance relational aspects to improve customer loyalty and retention. Future research should explore structured retention strategies and the role of operational consistency in customer satisfaction in the digital services sector.
Proposed Social Media Marketing Strategy to Increase Brand Awareness And Purchase Intention For Indonesia Muslim Brand (Case of Local Brand Irna La Perle) Tasya, Ratu Tifa Prima; Astuti, Novika Candra
Journal of Applied Business, Taxation and Economics Research Vol. 5 No. 1 (2025): October 2025
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v5i1.462

Abstract

This study addressed the challenge faced by Irna La Perle, a prominent Indonesian Muslim fashion brand, which suffered from limited digital presence and low engagement rates despite a substantial follower base. This situation hampered the brand’s ability to enhance brand awareness and purchase intention, particularly among younger, tech-savvy Muslim consumers. Intense competition from more digitally agile local brands further exacerbated this issue, underscoring the urgent need for Irna La Perle to implement a targeted and interactive social media marketing strategy tailored to evolving consumer behaviors within Indonesia’s Muslim fashion market. Employing a mixed-methods approach, combining quantitative and qualitative analyses, the study integrated internal and external assessments alongside strategic business solutions using the RACE Framework and TOWS Matrix. Findings revealed that social media marketing influenced Irna La Perle’s brand awareness and purchase intention but was underutilized, especially for its daily wear segment. Despite a strong Instagram following, actual brand recognition among Gen Z and Millennials remained low, largely due to promotional focus on premium bridal collections rather than accessible daily wear. Purchase intention showed similar limitations, with most consumers expressing only moderate willingness to buy after engaging with the brand’s content. This gap stemmed from weak storytelling, limited product differentiation, and a mismatch with younger consumers’ preferences.
Co-Authors Adhyaksa, Rangga Pijar Azzahra, Salsa Mylady Darajat, Zakiah Harimukti Wandebori Intan Widuri Sakti Nanda, Yumas Gia Oktaviani, Desy Reza Ashari Nasution Reza Relen Indriyanto Rohmatulloh, Farhan Sari, Oktora Yogi Solihin, Ismail Suhardi, Agatha Rinta Tasya, Ratu Tifa Prima Uno, Indra Cahya