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All Journal JURNAL BISNIS STRATEGI Jurnal Studi Manajemen Organisasi Diponegoro Journal of Management Management Analysis Journal Jurnal Ilmiah Ekonomi Islam SEIKO : Journal of Management & Business Jurnal Samudra Ekonomi dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Entrepreneurship Research Research Horizon Economic and Business Horizon
I Made Bayu Dirgantara
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH CO-BRANDING TERHADAP BRAND EQUITY MEREK YANG SEDANG MENGALAMI KRISIS DENGAN BRAND REPUTATION SEBAGAI VARIABEL MEDIASI (STUDI PADA DEAR ME BEAUTY X KFC) Wulandari, Menik; Dirgantara, I Made Bayu; Nurdianasari, Rista
Diponegoro Journal of Management Volume 12, Nomor 4, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Every brand’s management must organize their marketing strategy and communication to increase the value of brand. But in practice, not all company management is able to have a good communication with customers. Dear Me Beauty is one of the brands that made mistakes in it’s communication and marketing activity, which made the brand almost boycotted by netizens. That mistake made Dear Me Beauty loss their brand reputation and brand equity. In it’s efforts to restore their reputation and brand value in crisis, Dear Me Beauty made various efforts such as making a joint brand alliance with KFC. Co – branding is considered to be one way to save the equity of brands that are experiencing a crisis, by collaborating with brand that have positive brand equity. This research was analysed using the Structural Equation Modelling (SEM) using SmartPLS. These respondents have been selected using purposive sampling technique. In this research, co – branding has a positive influence on brand reputation. Co – branding also has a positive influence on brand equity. Furthermore, brand reputation has positive influence on brand equity and brand reputation is able to has significant influence in mediating the relationship between co – branding and brand equity.
PENGARUH SOCIAL PRESENCE TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA SIARAN LANGSUNG TIKTOK DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada Merek Somethinc) Nadia Aqilah, Nadia Aqilah; Dirgantara, I Made Bayu; Aryandika, Ardiaz Ajie
Diponegoro Journal of Management Volume 12, Nomor 5, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT The rapid rise in popularity of live streaming prompted the development of a new business strategy called live streaming commerce. The presence of high interactivity and rich sensory stimulation on live streaming affects consumer trust so that it easily encourages impulsive buying behavior. However, knowledge about impulse buying in live streaming commerce is very limited. This study proposes a theoretical framework that can be used to examine how live streaming influence consumers' impulse buying intentions. The population in this study are TikTok users who know and have purchased Somethinc products in live streaming commerce. In an online survey by distributing questionnaires, 153 valid answers were obtained which were selected by purposive sampling. The data obtained were then analyzed using structural equation modeling (SEM). The results show that the 3 dimensions of social presence (social presence of platforms, viewers and live streamers) have a positive effect on consumer trust. The results also show that the 3 dimensions of social presence (social presence of platforms, viewers, and live streamers) have a positive effect on impulsive buying behavior through consumer trust. Furthermore, this study proves that impulse buying is driven by social presence and consumer trust in the context of live streaming commerce. This research will help brands to better understand how to stimulate consumer buying behavior. Research also provides a reference for developing live streaming commerce in online business
Systematic Literature Review: Green Marketing Berlian, Umayya Hanif; Nurpratiwi, Embun Rahmah; Mu’ammar, Naufal; Dirgantara, I Made Bayu; Soesanto, Harry
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

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This journal conducts a Systematic Literature Review on green marketing or what is often referred to as green marketing and its influence on business aspects and environmental aspects that focus on environmentally friendly products (green products) and the environment (environmental). Green marketing is the activity of producing and marketing products that are reusable and environmentally friendly. Recently, public awareness about environmental sustainability has increased, encouraging companies to use green marketing and green product practices. This journal systematically reviews the literature that reviews green marketing in business aspects, namely environmentally friendly products and environmental aspects. This journal is a literature review using the Watase Uake website. Initial data amounted to 173 articles published from 2014-2024 according to the Scopus database, then in this article, there were 55 journals analyzed using several criteria. This journal is an input for the development of further research, especially in the realm of green marketing in business and environmental aspects.
Recent Trends in Customer Centricity: A Systematic Literature Review in Sustainability Economics Arumdani, Ratna Sekar; Azhari, Fadhila Firdauzi; Fadhillah, Indah Nur; Dirgantara, I Made Bayu; Soetanto, Harry
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

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This study aims to review recent literature published from 2014 to 2024 on customer centricity and the customer-centric paradigm in organisations, with particular emphasis on the integration of sustainability economics concepts to achieve long-term success. This research is in the form of a systematic literature review using the help of the watase uake site to filter articles that match the predetermined criteria. Article selection criteria include open full access text articles with publication dates no more than the last 10 years (2014-2024), and article sources must be articles published in reputable international journals from Q1 to Q4 based on the Scopus Rankings Index. The initial data obtained amounted to 315 articles, which were then filtered according to the criteria to produce 46 articles to be analysed in this study. The results of this study are expected to confirm the use of customer centricity and customer-centric in various research contexts with a variety of different terms, and highlight the importance of integrating sustainability economics in customer-centric strategies to create sustainable added value. Where in this study can be a literature that helps companies understand the concept of customer centricity more deeply in the context of sustainable economics.
The Effect of Attitudes, Subjective Norms and Perceived Behavioral Control on Consumer Desire and Interest in Purchasing Bicycle Equipment and Supplies through the Marketplace Pratama, Pratama; Dirgantara, I Made Bayu
Jurnal Samudra Ekonomi dan Bisnis Vol 15 No 2 (2024): JSEB
Publisher : Fakultas Ekonomi Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v15i2.8762

Abstract

The study aims to examine the effect of attitudes, subjective norms and perceived behavioral control on consumers' desires and behavioral intentions to purchase bicycle equipment and supplies through the marketplace. Sampling used a purposive sampling method, with a total sample of 100 respondents, namely people in Indonesia who in the last one year have been active marketplace users and have purchased bicycle equipment and supplies online. Data was collected using a questionnaire. The data analysis technique uses SEM via AMOS software. The results prove that attitudes, subjective norms and perceptions of behavioral control have a positive and significant effect on consumers' behavioral desires and interests in purchasing bicycle equipment and supplies online through the marketplace.
Artificial Intelligence for Marketing: Systematic Literature Review Dianti, Annisa Rahma; Mualifah, Teti; Dirgantara, I Made Bayu
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

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This journal performs a Systematic Literature Review on Artificial Intelligence (AI) in marketing and its impact on various business aspects, innovation, and customer engagement. Artificial Intelligence in marketing refers to the combination of data analytics, machine learning and automation in marketing strategies to enhance decision-making, personalization, and consumer experiences. Currently, the rapid advancement of technology has heightened public interest in Artificial Intelligence applications, encouraging companies to adopt AI-driven marketing practices. This journal systematically reviews the literature related to Artificial Intelligence in marketing, focusing on its impact on business performance, efficiency, and customer interaction. The literature review utilizes the Watase Uake Website, initially gathering 143 articles published from 2019 to 2024, from which 57 journals were analyzed using specific criteria. This journal serves as a valuable resource for the development of future research, particularly in the areas of Artificial Intelligence applications in marketing and their implications for business and consumer engagement.
The Importance of Digital Marketing Implementation for MSMEs in Indonesia: A Systematic Literature Review Sunggara, Alvianno Difta; Nurhaliza, Putri; Ferdinand, Augusty Tae; Dirgantara, I Made Bayu
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

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Micro, Small, and Medium Enterprises (MSMEs) in Indonesia play a crucial role in supporting the national economy, contributing significantly to employment and the gross domestic product. However, many MSMEs have yet to fully leverage digital marketing due to limited digital literacy, restricted access to technology, and uneven infrastructure, particularly in remote areas. With the increasing use of the internet and social media in Indonesia, digital marketing strategies present a promising opportunity for MSMEs to expand their market reach, enhance customer engagement, and strengthen competitiveness. Through a systematic literature review, this study evaluates the implementation of digital marketing by MSMEs, including the use of social media and e-commerce platforms to increase brand visibility and foster more personal interactions with consumers. The analysis reveals that digital marketing enables MSMEs to enhance customer loyalty and reach wider markets at relatively low costs. Nevertheless, limitations in technological capability and low digital literacy remain significant barriers. This study highlights the importance of government support in the form of digital literacy training and equitable technology access to enable MSMEs to optimize their digital marketing strategies. Such support is essential to accelerate MSME digital transformation and improve their business sustainability in the competitive digital marketplace.
Pengaruh Kepemimpinan, Disiplin Kerja Terhadap Kinerja Pegawai Melalui Motivasi Kerja di Kantor Dinas Pekerjaan Umum, Penataan Ruang Perumahan Rakyat Dan Kawasan Permukiman Kabupaten Sukamara Banneringgi, Darman; Ruslan, Muhlis; Dirgantara, I Made Bayu
SEIKO : Journal of Management & Business Vol 6, No 2.1 (2023)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i2.5847

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh langsung kepemimpinan, disiplin kerja dan motivasi kerja terhadap kinerja pegawai di kantor Pekerjaan Umum Perumahan Rakyat Kabupaten Sukamara (PUPR). Jenis penelitian ini adalah kuantitatif dengan unit analisis pada pegawai di kantor Pekerjaan Umum Perumahan Rakyat Kabupaten Sukamara (PUPR). Populasi dan sampel dalam penelitian ini adalah seluruh pegawai pada kantor Pekerjaan Umum Perumahan Rakyat Kabupaten Sukamara (PUPR) sebanyak 100 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner online dan offline. Pengujian hipotesis menggunakan alat analisis Structrucal Equation Model dengan program Partial Least Square (PLS) versi 3. Hasil temuan penelitian ini menunjukkan bahwa kepemimpinan dan disiplin kerja berpengaruh positif dan signifikan terhadap motivasi kerja, dengan nilai R square sebesar 0.587 (58.7%), serta kepemimpinan berpengaruh positif dan signifikan terhadap kinerja pegawai dengan nilai R square sebesar 0.671 (67.1%). Sedangkan disiplin kerja berngaruh positif tetapi tidak signifikan terhadap kinerja pegawai.karena nilai t statistik (1.520 < 1.96 dan nilan P value 0.129 > 0.05) dan motivasi kerja berpengaruh positif dan signifikan terhadap kinerja pegawai. Kata kunci: kepemimpinan, disiplin kerja, motivasi kerja, kinerja pegawai.
Spiritual Innovation Capability as a Mediator in Market Orientation and Marketing Performance Nuryanto, Imam; Dirgantara, I Made Bayu
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-67

Abstract

Objective: This study aims to investigate the mediating role of spiritual innovation capability (SIC) in the relationship between market orientation (MO) and marketing performance (MP) within religious small and medium-sized enterprises (SMEs). Research Design & Methods: A quantitative research approach was employed, utilizing purposive sampling to select 245 owners and managers of religious SMEs located across Java, Indonesia. Data were gathered through structured questionnaires and analyzed using Structural Equation Modelling with Partial Least Squares (SEM-PLS) to examine the relationships among MO, SIC, and MP. Findings: The analysis revealed that higher market orientation significantly enhances spiritual innovation capability, which in turn positively influences marketing performance. SIC serves as a crucial mediator, demonstrating that religious SMEs achieve competitive advantages by embedding spiritual values into their innovation processes, thereby fostering customer loyalty and market differentiation. Implications and Recommendations: Managers in religious SMEs are encouraged to strengthen their market orientation and integrate spiritual innovation into their strategic planning to boost competitiveness. Additionally, policymakers should advocate for value-based innovation initiatives to support the sustainable growth of religious SMEs. Contribution & Value Added: This research contributes to academic literature by introducing spiritual innovation capability as a novel determinant of marketing performance in religious SMEs. It also extends the Resource Advantage Theory of Competition (RATOC) by emphasizing the pivotal role of spiritual values in driving business success.
The Integration of Digital Transformation and e-WOM on Consumers in the Religious Tourism Industry Azzahra, Alifya; Ramadhan, Novitha Dwipermata; Yoestini; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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The rapid advancement of digital technology has catalyzed transformation across various sectors, including the religious tourism industry, particularly in Umrah and Hajj services. One key adaptation to this digital shift is the implementation of electronic word of mouth (eWOM) as a strategic marketing tool aimed at influencing consumer purchase intention. This study seeks to explore the interrelationship between digital transformation, eWOM, and purchase intention within the context of religious tourism by employing a Systematic Literature Review (SLR) approach. A comprehensive analysis of both national and international scholarly literature was conducted to identify core concepts and examine their interlinkages. Through a thorough theoretical examination, this study aims to contribute to the development of sustainable digital marketing strategies and provide a conceptual foundation for future research in this domain. The findings reveal that eWOM exerts a significant influence on purchase intention, both directly and indirectly through the mediating roles of brand image and trust. These insights highlight the strategic importance of integrating digital innovation with sustainable marketing practices to enhance the competitive advantage of Umrah and Hajj travel agencies in the digital era.
Co-Authors Adi Wahyu Anggara Ahmad Fika Syauqiy Akkinta Miranda Wiguna Ariyani, Yunita Endah Arumdani, Ratna Sekar Aryandika, Ardiaz Ajie Augusty Tae Ferdinand Ayyasy, Muhammad Zhafran Azhari, Fadhila Firdauzi Azzahra, Alifya Banneringgi, Darman Belinda, Karissa Inas Berlian, Umayya Hanif Callista Chairani Wulandari Darusuprapta, Faizal Dianti, Annisa Rahma Endigalani, Annisa Erman Denny Arfianto Fadhillah, Indah Nur Frediansyah, Willy Redzy Gultom, Henry Casandra Harry Soesanto Imam Nuryanto Indrian Kusuma, Gabriel Boggie Maulida, Laila Mertiany Putri Hadrianti Mirwan Surya Perdhana Mualifah, Teti Mu’ammar, Naufal Nadia Aqilah, Nadia Aqilah Nugroho, Iskan Aryo Nurdianasari, Rista Nurhaliza, Putri Nurpratiwi, Embun Rahmah Pratama, Pratama Rafif Hidayatullah, Muhammad Rahmatul Husna, Rahmatul Ramadhan, Novitha Dwipermata Rizal Hari Magnadi Ruslan, Muhlis Sabilla, Sania Aurora Sanjaya, Muarif Shella Febiola Siswanto Siti Nurhidayah Soetanto, Harry Suharno, Rizki Adi Anggoro Sunggara, Alvianno Difta Wulandari, Menik Yoestini Yogananda, Andrean Septa