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Rancangan Kerja Sama antara UMKM Sabun dari Susu Kambing dan Perusahaan Hilton Yohanes, Yohanes; Gunawan, Theresia
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i3.57897

This study examines the design of a collaboration between SMEs producing goat milk soap and the Hilton hotel chain, aiming to identify an effective and sustainable partnership model. Using a qualitative approach with a case study design, the research involves in-depth interviews, observations, document analysis, and focus group discussions with various stakeholders. The results reveal that successful partnerships require knowledge and technology transfer, production capacity enhancement, quality standardization, and joint marketing strategies. The findings indicate significant potential for improving SME competitiveness, diversifying hotel products, and promoting local economic development. However, challenges such as differences in operational scale, investment needs, and regulatory adaptation need to be addressed. The proposed partnership model emphasizes the importance of long-term commitment, human resource development, and integration of sustainable practices. This research contributes to the understanding of SME-large enterprise partnership dynamics and offers practical implications for policymakers and business practitioners.

Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.

IMPACT OF WORD-OF-MOUTH MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN AFGHANISTAN Mosavi, Hafizullah; Gunawan, Theresia
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12707

The objective of this research was to figure out the effect of word-of-mouth marketing on the overall performance of Afghan SMEs. The study employed a quantitative research approach, with data being gathered using a standardized questionnaire. Totally, 110 questionnaires were distributed by Google Forms to the owners of SMEs operating in Afghanistan. Collected data were then analyzed through regression tests and by SPSS version 23. Results from this study show that SMEs in Afghanistan benefit significantly from word-of-mouth marketing. Furthermore, the study's findings show that word-of-mouth marketing affects companies regardless of their employee numbers. The findings of the research hold significant value for SMEs owners, as they provide insights into how word-of-mouth marketing influences their companies.

Evaluasi Strategi Bersaing Maxi's Resto Sabira, Zalvatania Salma; Hendrawan, Sanerya; Gunawan, Theresia; Gunawan, Agus
Economic Reviews Journal Vol. 3 No. 2 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i2.198

As time goes, many people have developed and ran businesses especially culinary businesses. Culinary businesses could be categorized as primary needs or for lifestyle needs. Since the coming of the Covid-19 pandemic made the decline in culinary businesses in Indonesia and it’s hard to hold on to them. One of the surviving restaurant that could survive until now is Maxi’s Resto which located in Bandung City. Maxi’s Resto is a restaurant that has a modern-european concept and located in the heart of Bandung City. Because of the geographical location, Maxi’s Resto has a lot of competitors that proves to be a challenge for the restaurant to be ahead from other restaurants. This research is done using internal analysis which is the Resource Based Theory to know the resources that the company has and the capability also external analysis which is the Porter Five Force to know how macro and micro environment can affect the company. Doing SWOT analysis to group up the factors internal and external of the company. Then IFE, EFE, and IE Matrix is used to count the final score of the processed data. According to the research, it was concluded that Maxi’s Resto has done some adaptive changes to adapt with the environment condition. Maxi’s Resto is still in the process of adaptation and trying to stabilize and recoup the losses that happened during the pandemic. Maxi’s Resto should be more active in the online marketing so they could reach more consumers. Seeing the resource factor that the company possesses, Maxi’s Resto has more prospect to grow very well and able to put itself in a favorable position in the industrial competition now if the company is able to manage their business well.

Pengaruh Service Quality dan Online Marketing terhadap Customer Loyalty dan Repurchase Intention, Studi Kasus Brand Eiger Rafiqi, Farhan; Gunawan, Theresia
Economic Reviews Journal Vol. 3 No. 3 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i3.222

This research aims to determine the moderating influence of Online Marketing between Service Quality-Customer Loyalty and the mediating influence of Customer Loyalty between Service Quality-Repurchase Intention in the Eiger brand case study. This research is aimed at people who have purchased at least once from the Eiger brand and have seen advertisements on social media. The total sample from the population in this study was 125 respondents who filled out the questionnaire with the help of Google Form. The analysis technique was carried out using Smart PLS with the SEM method. The results of this research prove that Online Marketing does not moderate the influence between Service Quality - Customer Loyalty and Customer Loyalty has a mediating influence between Service Quality - Repurchase Intention.

Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.

Pengaruh Literasi Digital terhadap Perilaku Kerja Inovatif di Perusahaan BPRS Amanah Rabbaniah Fransisca, Fasya; Caroline, Angela; Kornarius, Yoke Pribadi; Gunawan, Theresia; Gunawan, Agus
MES Management Journal Vol. 3 No. 1 (2024): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v3i1.199

Digital transformation has put tremendous pressure on every company that requires its workers to be able to innovate in using technology. This study will show the extent to which digital literacy affects innovative work behavior at the BPRS Amanah Rabbaniah company. The operation of the banking industry relies heavily on digital technology, but the innovation gap is limited due to banking regulations from the government. This study aims to find out the extent to which employee’s innovative work behavior can be influenced by employee digital literacy. This research uses a survey method, where data collection uses a digital questionnaire distributed to 50 employees. The data was processed using a simple linear regression test to prove the effect of digital literacy on innovative work behavior. Furthermore, the data is presented in a frequency distribution table to find the tendency of respondents' answers. The results of data processing show that digital literacy affects innovative work behavior. All indicators in digital literacy have a good category, while in IWB there are 2 indicators that have a sufficient category. The findings of this study indicate that in banking companies the workflow is fully supervised by OJK & existing BI regulations, so that employees get job instructions directly from superiors or leaders where employees cannot simply provide innovative ideas at work but do not rule out the possibility for workers to continue to innovate in the use of digital technology at their work.

Pengaruh Kredibilitas Idol Group JKT48 Sebagai Celebrity Endorser Produk Erigo Terhadap Niat Beli Konsumen Bani Ady Ramadhan; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7083

This study aims to examine the impact of the credibility of the idol group JKT48 as a celebrity endorser on consumer purchase intentions for Erigo products. In the rapidly growing digital marketing era, the use of celebrity endorsers has become a key strategy in influencing consumer purchase decisions. JKT48, as an idol group with significant influence, was chosen to test how much their credibility affects consumer purchase intentions for Erigo, a local fashion brand that is rapidly growing. This study employs a quantitative approach with a survey method. Data were collected through questionnaires distributed to respondents who are fans of JKT48 and users of Erigo products. The variables tested include three dimensions of credibility: trustworthiness, expertise, and attractiveness, and their influence on consumer purchase intentions. The results of the study indicate that the credibility of JKT48 as a celebrity endorser influences consumer perception of Erigo products, which in turn affects consumer purchase intentions. The dimensions of trustworthiness, expertise, and attractiveness all prove to have a significant impact on consumers' positive perceptions and purchase intentions for Erigo products. These results confirm that the credibility of JKT48 as a celebrity endorser can strengthen consumer views on the quality and value of Erigo products, which leads to increased purchase intentions.

Pengaruh Citra Merek Terhadap Niat Pembelian Mobil Honda WR-V dengan Preferensi Konsumen Sebagai Variabel Mediasi dan Demografi Sebagai Variable Kontrol Dede Mohamad Sandris; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7309

This study analyzes the influence of Brand Image and Consumer Preference on Purchase Intention of the Honda WR-V, along with the moderating role of demographics in the Greater Jakarta area, Indonesia. A quantitative approach was adopted by collecting primary data through surveys of 315 respondents familiar with the Honda brand and planning to purchase a Honda WR-V within the next year. The survey utilized closed-ended questions and was analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results indicate that Brand Image has a positive influence on Purchase Intention, both directly and through Consumer Preference. Consumer Preference also significantly influences Purchase Intention. However, demographics do not moderate the relationship between Brand Image, Consumer Preference, and Purchase Intention

Efektivitas Pemasaran Digital Vs Pemasaran Tradisional pada Dealer Mobil Honda Jabodetabek Aditya Ivan; Theresia Gunawan; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7317

This study aims to analyze the comparative effectiveness of digital marketing and traditional marketing strategies at Honda dealerships in the Jabodetabek area. With the rapid advancement of technology, the marketing landscape has shifted significantly, requiring businesses to adapt and optimize their strategies to remain competitive. Traditional marketing methods, such as exhibitions, print advertising, and telemarketing, have long been utilized to reach potential customers. However, the rise of digital marketing leveraging platforms like social media, websites, and online advertisements offers new opportunities for cost-effective, targeted, and measurable marketing strategies. This research employs a quantitative approach using a survey method, involving sales consultants selected based on their sales performance. The collected data were analyzed using descriptive statistics and crosstab analysis to examine the relationship between demographic factors and marketing effectiveness. The findings indicate that social media is the most effective digital marketing channel, while dealer and international exhibitions remain highly relevant in traditional marketing. Conversely, telemarketing and print advertising are perceived as less effective. The study concludes that integrating digital and traditional marketing is crucial to maximizing sales performance. It is recommended that sales consultants receive skill training in digital marketing tools, allowing them to leverage technology effectively while maintaining personal customer engagement through traditional methods.

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