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Budi Eko Soetjipto

Universitas Negeri Malang

Author-ID : 2395108

Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Neuroscience Physics Public Health Social Sciences Transportation Other

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The Effect of Word of Mouth (WOM) and Marketing Strategy in Mediating Consumer Loyalty to UMKM Product Purchasing Decisions Agustin, Resty; Soetjipto, Budi Eko; Wardana, Ludi Wishnu
International Humanity Advance, Business & Sciences Vol 2 No 4 (2025): April
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v2i4.447

This research systematically explores the roles of Word of Mouth (WOM) and marketing strategies in mediating consumer loyalty and its impact on purchasing decisions for Micro, Small, and Medium Enterprises (MSMEs) products. Applying a Systematic Literature Review (SLR) method, this study synthesizes scholarly articles sourced from major academic databases such as Scopus, ScienceDirect, Google Scholar, and ProQuest, covering publications from the past decade. The selection of literature followed rigorous procedures including identification, screening, and eligibility assessments, with strict inclusion criteria to ensure the relevance and quality of the reviewed studies. The analysis reveals that WOM significantly influences consumer perception and trust, while well-implemented marketing strategies help establish long-term consumer engagement. These two factors contribute positively to consumer loyalty, which in turn plays a pivotal role in shaping purchasing behavior toward MSME products. Additionally, consumer loyalty is identified as a key mediating variable that reinforces the relationship between WOM, marketing strategies, and purchase decisions. The findings offer valuable insights for both academic and practical perspectives, particularly in designing relationship-oriented marketing approaches to strengthen MSME competitiveness.

Enhancing Employee Performance : The Role of Leadership Style and Communication Uki Yonda Asepta; Budi Eko Soetjipto
Green Inflation: International Journal of Management and Strategic Business Leadership Vol. 2 No. 2 (2025): May : Green Inflation: International Journal of Management and Strategic Busine
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/greeninflation.v2i2.338

This research examines the impact of leadership style and communication on staff performance within an energy sector organization in Madura. The primary problem addressed is the need to understand how different leadership attributes and communication effectiveness impact employee productivity and satisfaction. In today’s competitive business environment, effective leadership and communication are essential for achieving organizational goals and fostering a motivated workforce. The objective of the study is to identify key indicators of leadership and communication that contribute to enhanced employee performance, thereby providing actionable insights for organizational improvement. A quantitative survey method was employed, utilizing a structured questionnaire with Likert scale items to gather data from 50 employees. This approach allowed for the collection of measurable data regarding employee perceptions of their leaders' styles and communication effectiveness. The analysis revealed that communication skills and the ability to control subordinates were rated highest by respondents, indicating satisfaction in these areas. However, lower ratings for motivational ability and emotional control suggest areas for improvement, highlighting the need for leaders to develop these critical skills further. The findings support the hypothesis that effective leadership and communication are critical for fostering a productive work environment, with significant implications for organizational success. The study concludes that organizations should prioritize leadership development and communication training to enhance employee engagement and performance. Limitations include the focus on a single industry, suggesting the need for further research across diverse sectors to validate these findings and explore their long-term impact on organizational outcomes. Future studies could also investigate the interplay between leadership styles and employee performance over time, providing deeper insights into effective management practices.

Digital Business Transformation in SMEs: A Case Study of Ash Scarf Rita Anggraini Rahayu; Budi Eko Soetjipto
Green Inflation: International Journal of Management and Strategic Business Leadership Vol. 2 No. 2 (2025): May : Green Inflation: International Journal of Management and Strategic Busine
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/greeninflation.v2i2.341

This study meticulously analyzes the digital business transformation undertaken by Ash Scarf, a representative Small and Medium Enterprise (SME). The research meticulously highlights the strategic adoption and multifaceted utilization of digital marketing by Ash Scarf as a pivotal mechanism for business expansion, enhanced consumer outreach, and significant sales augmentation. To fortify these findings and contextualize them within broader academic discourse, a comprehensive bibliometric analysis of extant scholarly literature concerning digital marketing strategies pertinent to SMEs will be integrated, providing a robust understanding of prevailing trends and recognized best practices in this dynamic field.

The Investigative of Satisfaction Levels on Marketing Strategy PT Fast Food Indonesia TBK in KFC Central Balikpapan Branch Adi Hermawansyah; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.193

In this the objective of research this research is to determine the Influence of Product, Promotion and Price on Customer Satisfaction on PT. Fast Food Indonesia TBK Products. (KFC) Central Balikpapan. Type study Which used is quantitative research. The number of samples in this study was 310 customers who ate various kinds of fast food products at KFC Central Balikpapan for 1 month. The sampling technique used in this study was probability sampling. Analysis data Which used is a regression linear multiple. The test tools used are instrument tests, classical assumption tests, and hypothesis tests. The results which is obtained illustrates that in the variable Product, Promotion, And Price own direction connection Which positive and has a significant influence on Customer Satisfaction and Products have a dominant influence on Customer Satisfaction, whereas

The Effectiveness of Experiential Marketing in Increasing Brand Awareness and Loyalty of MSME Consumers in the Global Market : A Mixed-Methods Approach Wenny Eka Prasetiawan; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.198

Micro, Small and Medium Enterprises (MSMEs) face complex challenges in competing in the global market, where innovative marketing strategies such as experiential marketing are believed to increase brand awareness and consumer loyalty. However, its effectiveness is still debated due to inconsistent findings and the lack of holistic studies that combine quantitative-qualitative approaches. This study aims to analyse the influence of the five dimensions of experiential marketing (Schmitt, 1999) on brand awareness and consumer loyalty of global MSMEs, while exploring the challenges of its implementation. A mixed-methods explanatory sequential design method was used, with quantitative SEM analysis (AMOS 28.0) on 250 global consumers and in-depth interviews with 15 MSME players. Results show the feel (β = 0.48, p < 0.001) and relate (β = 0.35, p = 0.002) dimensions have a significant effect on increasing brand awareness, which acts as a full mediator towards loyalty (indirect effect: β = 0.29, p < 0.01). Qualitative findings revealed cultural adaptation and resource allocation as keys to success. This research provides theoretical contributions by extending Schmitt's (1999) model through the integration of brand awareness as a mediator, as well as practical implications in the form of recommendations for glocalisation strategies and the use of AR/VR technology for MSMEs.

Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs Nanik Wahyuningtiyas; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.201

The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing behavior. The results show that guerrilla and viral marketing significantly enhance consumer engagement and brand perception, but they do not directly influence Gen Z behavior or purchasing decisions. The findings highlight the importance of emotional engagement and brand authenticity in shaping consumer perceptions. This research fills a gap in understanding how resource-constrained tech startups can leverage risk-based marketing strategies to engage Gen Z, providing practical insights for designing effective campaigns. Future studies should explore additional factors like brand trust and values to bridge the gap between engagement and behavior

The Role of Training and Innovation to Improve the Performance of Culinary Sector MSMEs in the Digital Era Landreas Utama Lie; Budi Eko Soetjipto
Global Management: International Journal of Management Science and Entrepreneurship Vol. 2 No. 2 (2025): International Journal of Management Science and Entrepreneurship
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v2i2.226

This study aims to analyze the relationship of human resource management strategies to increase employee retention in the digital era in culinary sector MSMEs located in Jombang, East Java. This research uses a quantitative approach using a survey method on 30 MSME employees. The sampling process uses a census technique, the data analysis technique used in this study uses SPSS software. The regression analysis results show that digital training has a significant positive influence on MSME performance (regression coefficient = 0.549; p < 0.05), while innovation also has a significant positive relationship (regression coefficient = 0.325; p < 0.05). Simultaneously, these two variables are proven to make a major contribution to MSME performance. This study supports the theory that technology-integrated human resource management strategies can increase employee loyalty and engagement in MSMEs. The practical implication of this study is the need for MSMEs to adopt technology-based training and innovation in structured business management strategies to improve MSME performance. This research also contributes to the literature related to HR management strategies in the digital era, especially in the context of MSMEs.

Uncovering the Perception of Digital Gold as Islamic Investment Wicaksono, Ahmad Tibrizi Soni; Soetjipto, Budi Eko
Maliki Islamic Economics Journal Vol 5, No 1 (2025): Maliki Islamic Economics Journal
Publisher : Faculty of Economics UIN Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/miec.v5i1.33080

This study aims to identify sentiments related to digital gold as Islamic investment in social media users. The study used Word cloud analysis, Sankey diagrams and sentiment dominance portion assessment through a natural language processing (NLP) approach. The study processed 1433 user responses from Facebook, Instagram, TikTok, X, and YouTube over the past year. The results show that there is scepticism in understanding Islamic investment through digital gold. Instagram, YouTube, and Tiktok are social media that dominate negative sentiment. Sentiment analysis shows that negative sentiment dominates the perception of social media users with a portion of 64.69%. The implications of the study direct the importance of public education to avoid a decline in investment interest. The limitations of the study include the range of opinions in one country using only five social media.

Brand Positioning Analysis in Enhancing Customer Loyalty: A Systematic Literature Review Prasetya, Feri Andika; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.209

In an increasingly competitive business landscape, establishing a strong brand position is not merely an option but a necessity. Effective brand positioning not only helps brands differentiate themselves from competitors but also fosters a deeper emotional connection with customers. This study aims to analyze the relationship between brand positioning and customer loyalty using a Systematic Literature Review (SLR) approach. By reviewing previous research published in indexed journals, this study identifies key factors influencing the success of brand positioning, including product differentiation, customer perception, and brand communication consistency. The findings indicate that brands with a clear and consistent position in customers' minds are more likely to build long-term loyalty. Customers who feel connected to a brand’s values and identity are more inclined to remain loyal and even recommend the brand to others. Furthermore, this study reveals that the transition to the digital era has significantly altered how brands establish and maintain their position, with digital marketing strategies and message personalization emerging as critical factors in sustaining customer loyalty. This research underscores the importance of businesses not only in crafting a strong brand image but also in ensuring that customer experiences align with the brand’s promised values. By understanding and implementing effective brand positioning principles, companies can foster deeper and more sustainable relationships with their customers while enhancing their competitive edge in the market.

Mapping the Research Landscape of Green Marketing, Brand Trust, and Purchase Decision: A Bibliometric Analysis and Systematic Review on Database Scopus Purwanitasari, Lili; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.210

This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends, scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.

Co-Authors A. Rosyid Al Atok, A. Rosyid Al Abdulloh Abdulloh Ach. Amirudin Adi Hermawansyah Agria Golda Vegetari Agung Winarno Agus Hermawan Agus Hermawan Agustin, Resty Ahmad Zaki Azzuhairi Aji Fitriani, Sofa Akhmad Sanhaji Alamsyahrony, Syahidi Alberta Adinata Amirudin ANANDA SETIAWAN Andika Wulan Febriani Anita Nurgufriani Ari Sapto Ari Sapto Sapto Arief Rahman Hakim Arumdani, Kurnia Aulia Ramadhani Bayu Tri Cahya Binti Nurhaniyah Budi Utami Cindy Pramita Cipto Wardoyo Cristian Polamolo Danang Prastyo Dara Anindya Putri Umagapi Dayat, M Dewi Nurjannah Diah Saputri, Dilla Ajeng Dianti, Ine Luna Didik Hariyanto Dwi Andre Vebriansyah Dwi Hasmidyani Dyah Arini Rudiningtyas EFA WAHYU PRASTYANINGTYAS, EFA WAHYU Ega Saiful Subhan Ega Saiful Subhan Ely Siswanto Erfan Efendi Erita Febri Lestari Erna Retno Rahadjeng Ery Tri Djatmika RWW Esvanti, Mirza Esy Nur Aisyah Etty Soesilowati Eva, Nur Fadali Rahman Fahma Diena Achmada Farij Ibadil Maula Fauji, Diah Ayu Septi Fazlur Rahman Rahawarin Febriani, Evi Feri Andika Prasetya, Feri Andika Fika Dwi Rahmania Fulgentius Danardana Murwani Gleydis Harwida Hadi Sumarsono Handoyo, Puji Handayati Hanif Rani Iswari Hanurawan, Fattah Hardika Hardika Hari Wahyono Haribowo, Siget Fitrianto Heri Pratikto Hetti Rahmawati Hety Mustika Ani Hikmawati, Kuncoro Aprilia I Made Suardana Ika Andrini Farida Iklil Abdul Hamid Zuhri Imam Mukhlis Islami, Khansa Ismawati Ismawati Ismayantika Dyah Puspasari Ita Athia Ivan Widjaja Joko Kurniawan Joko Kurniawan Ketut Bayu Tresna Prasetya Kurniawan, Dediek Tri Landreas Utama Lie Laurentius Saptono Lestari, Erita Febri Ludi Wishnu Wardana Ludi Wisnuwardhana M Dayat M. Cholid Mawardi M. Dayat M. Dayat Madziatul Churiyah Mahmud Mahmud Mahmud Mahmud Markhamah, Siti Martha, Jefry Aulia Martin Martin Meidiaputri, Riza Dwi Miranti, Liana Mohammad Zainuddin, Mohammad Muhammad Maulana Ibrahim Muhammad Tody Arsyianto Muhizan Tamimi Mukhamad Najib Mulyono, Lia Anggraini Nafisah, A’isy Fiklil Nilamsari, Dwi Nurika Restuningdiah Oktavianti, Indira Petrus Logo Radja Pramita, Cindy Prastyo, Danang Prayoga, Bhima Erlangga Sukma Prita Prasetya Puji Handayati Purwanitasari, Lili Putri, Rifqa Faulia Rachman, Tutut Arif Ramadhani, Aulia Ramadhani Ratna Dwi Nastiti Rita Anggraini Rahayu Saptaria, Lina Sapto, Ari Sapto Silky Roudhotus Sa’adah Siti Malikhah Towaf Siti Zullaikah Multina Putri Sopiah, Sopiah Sopiah, Sopiah Sri Umi Mintarti Sudarmiatin Sugeng Hadi Utomo Suharto Suharto Suranto Suranto Syamsul Hadi Syamsul Hadi Syihabudhin Syihabudin, Syihabudin Tamam, Moh. Badrut Tasnim Nikmatullah Realita Tutut Chusniyah Uki Yonda Asepta Utami Widiati Utami, Rizki Amalia Wahjoedi Wahjoedi Wahjoedi Wahyuningsih, Yuli Wahyuningtiyas, Nanik Wardhana, Ludi Wishnu Wardhana, Ludi Wisnu Wening Patmi Rahayu Wenny Eka Prasetiawan Wicaksono, Ahmad Tibrizi Soni Yenny Fardilla Yohanes Wibisono Yuli Soesetio Zenitha Kurnia Putri

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