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All Journal ESENSI: JURNAL BISNIS DAN MANAJEMEN Jurnal Teknik ITS Jurnal Sains dan Seni ITS IPTEK Journal of Proceedings Series Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Manajemen Atma Jaya JURNAL SOSIAL HUMANIORA (JSH) DeReMa (Development Research of Management) Jurnal Manajemen JURISDICTIE Jurnal Hukum dan Syariah Journal of Research and Technology Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) International Journal of Social Science and Business Business and Finance Journal Jurnal Teknologi Informasi dan Terapan (J-TIT) JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Journal of Applied Management and Business (JAMB) Jurnal Manajemen Journal of Social Research Jurnal Manajemen dan Kewirausahaan Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Pendidikan Indonesia (Japendi) Eduvest - Journal of Universal Studies Sewagati Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Halal Research, Policy, and Industry El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Berto Mulia Wibawa
Institut Teknologi Sepuluh Nopember
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Nursing Public Health Social Sciences Other

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Predicting Pilgrimage Tourism Intention through the Theory of Planned Behavior: Evidence from Wali Lima, Indonesia Wibawa, Berto Mulia; Nurbaeti, Nurbaeti
Journal of Halal Research, Policy, and Industry Vol. 4 No. 2 (2025): Journal of Halal Research, Policy, and Industry : Desember
Publisher : UNIVERSITAS NAHDLATUL ULAMA SURABAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/jhrpi.v4i2.8419

Abstract

This study examines the influence of attitude, subjective norms, and perceived behavioral control (PBC) on tourists’ intention to visit Wali Lima religious tourism destinations in Indonesia using the Theory of Planned Behavior (TPB) framework. A quantitative research design was employed, and data were collected through a structured questionnaire from 200 respondents who had visited or intended to visit Wali Lima. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The measurement model evaluation confirmed adequate reliability and validity, with all outer loadings exceeding 0.70, composite reliability values above 0.70, and average variance extracted (AVE) greater than 0.50 for all constructs. The structural model demonstrated strong explanatory power, with the three independent variables explaining 65.2% of the variance in intention to visit (R² = 0.652). Hypothesis testing revealed that attitude (β = 0.372, p < 0.001), perceived behavioral control (β = 0.334, p < 0.001), and subjective norms (β = 0.298, p < 0.001) all had significant positive effects on visit intention. These findings highlight the importance of psychological evaluations, social influence, and perceived travel feasibility in shaping pilgrimage tourism behavior. The study extends the application of TPB within the religious tourism context and offers practical insights for destination managers in designing strategies to strengthen tourists’ attitudes, leverage community support, and reduce visit barriers to enhance pilgrimage participation.
The Role of Gamification and Social Media Marketing on Brand Loyalty through Customer Engagement: A Case Study of Duolingo Sabrina, Shellyana Kholifatul; Wibawa, Berto Mulia
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1123

Abstract

Gamification and social media marketing strategies has become a significant trend in digital marketing, including in language learning platforms such as Duolingo. Gamification elements, such as streaks, leaderboards, and daily challenges, are integrated to enhance user motivation, while social media marketing through creative approaches on TikTok is employed to boost customer engagement. However, despite the success of these approaches in driving interactions, their effectiveness in fostering long-term brand loyalty requires further in-depth evaluation. This research aims to explore the impact of gamification and social media marketing on brand loyalty through customer engagement. Utilizing the Self-Determination Theory (SDT) framework, this research examines the relationships between variables using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method and sentiment analysis based on user data from X. Online surveys and text mining techniques are applied to collect quantitative and qualitative data, ensuring that the research outcomes reflect user perspectives holistically. The study confirms that Duolingo's gamified features and social media presence enhance customer engagement and brand loyalty. User sentiment toward gamification is largely positive, though technical issues generate criticism. Social media content is valued for entertainment but lacks educational depth. PLS-SEM analysis aligns with Self-Determination Theory, demonstrating how Duolingo satisfies users' needs for competence, autonomy, and relatedness. Future research should incorporate multi-platform data, longitudinal methods, and variables like brand experience. These findings provide actionable guidance for businesses implementing interactive digital strategies.
FAKTOR PENENTU EKUITAS MEREK DAN EFEKTIVITAS BRANDING DIGITAL PADA APLIKASI MOBILE BANK Dani, Rizky Try Rachma; Wibawa, Berto Mulia
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/nj94kn82

Abstract

Pesatnya digitalisasi dalam industri perbankan mendorong bank-bank milik negara (Bank BUMN) di Indonesia untuk berinovasi melalui pengembangan aplikasi mobile banking sebagai wajah utama layanan digital mereka. Aplikasi seperti Livin’ by Mandiri, BRImo, Wondr, Bale, dan Byond tidak hanya berfungsi sebagai sarana transaksi, tetapi juga sebagai representasi brand di era persaingan digital yang semakin kompetitif. Penelitian ini selaras dengan upaya dalam pencapaian Sustainable Development Goals (SDGs). Dengan meningkatkan kualitas layanan digital yang inklusif, adaptif, dan berorientasi pada kebutuhan pengguna, Bank BUMN ikut berperan dalam memperkuat sistem keuangan digital nasional yang tangguh, inovatif, dan mampu bersaing secara global. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi pembentukan brand equity pada aplikasi mobile banking milik Bank BUMN, mengevaluasi efektivitas strategi branding yang dijalankan, serta merumuskan strategi yang tepat untuk meningkatkan brand equity dan loyalitas pengguna. Studi ini difokuskan pada pengguna aktif aplikasi dari lima Bank BUMN di Indonesia dalam rentang usia produktif 18 - 55 tahun. Penelitian ini menggunakan pendekatan kuantitatif dengan penggunaan instrumen berupa angket, serta analisis data yang dilakukan secara statistik. Hasil penelitian menunjukkan bahwa brand awareness, brand associations, perceived quality, dan brand loyalty berpengaruh signifikan terhadap brand equity (p-value < 0,05). Selanjutnya, brand equity juga terbukti berpengaruh signifikan terhadap efektivitas branding (p-value 0,000 < 0,05). Secara keseluruhan, penelitian ini menegaskan bahwa brand equity menjadi fondasdi penting yang memperkuat efektivitas branding, dan pada akhirnya meningkatkan loyalitas pengguna aplikasi mobile banking Bank BUMN.
The Role of Gamification and Social Media Marketing on Brand Loyalty through Customer Engagement: A Case Study of Duolingo Sabrina, Shellyana Kholifatul; Wibawa, Berto Mulia
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1123

Abstract

Gamification and social media marketing strategies has become a significant trend in digital marketing, including in language learning platforms such as Duolingo. Gamification elements, such as streaks, leaderboards, and daily challenges, are integrated to enhance user motivation, while social media marketing through creative approaches on TikTok is employed to boost customer engagement. However, despite the success of these approaches in driving interactions, their effectiveness in fostering long-term brand loyalty requires further in-depth evaluation. This research aims to explore the impact of gamification and social media marketing on brand loyalty through customer engagement. Utilizing the Self-Determination Theory (SDT) framework, this research examines the relationships between variables using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method and sentiment analysis based on user data from X. Online surveys and text mining techniques are applied to collect quantitative and qualitative data, ensuring that the research outcomes reflect user perspectives holistically. The study confirms that Duolingo's gamified features and social media presence enhance customer engagement and brand loyalty. User sentiment toward gamification is largely positive, though technical issues generate criticism. Social media content is valued for entertainment but lacks educational depth. PLS-SEM analysis aligns with Self-Determination Theory, demonstrating how Duolingo satisfies users' needs for competence, autonomy, and relatedness. Future research should incorporate multi-platform data, longitudinal methods, and variables like brand experience. These findings provide actionable guidance for businesses implementing interactive digital strategies.
Marketing Strategy Formulation with the Nine Core Elements of Marketing Framework: A Case Study of Bakpia Satu Hati MSME Asy-Syafi'iy, Muhammad Faqih; Wibawa, Berto Mulia
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1125

Abstract

This research addresses the strategic challenges faced by Bakpia Satu Hati, a culinary MSME struggling to compete against established brands that utilize conventional marketing and monopolistic tourist channel practices. These barriers limit market expansion and digital technology adoption for new entrants. Consequently, this study aims to provide adaptive, innovative, and ethical strategic solutions for sustainable growth. To address this problem, the research formulates a marketing strategy using the Nine Core Elements of Marketing framework, which encompasses strategy (segmentation, targeting, positioning), tactics (differentiation, marketing mix, selling), and value (brand, service, process). The primary goal is to build a strategy focused not just on market share, but also on cultivating strong brand loyalty and positive brand perception. The analysis integrates several frameworks for a robust foundation. PESTEL examines macro-environmental changes, while Porter's Five Forces deepens competitor analysis. A TOWS matrix synthesizes internal and external factors, complemented by the 4C framework (Change, Competitor, Customer, Company) to provide a multidimensional view of the business landscape. The outcomes are expected to offer practical guidance for Bakpia Satu Hati's sustainable growth and contribute to the academic literature on innovative MSME marketing strategies in the culinary sector.
UTILIZING GREEN MARKETING TO ENHANCE AWARENESS AND UNIQUENESS IN USED COOKING OIL PROCESSING BUSINESSES Mutmainah, Salsabila Au'maylia; Berto Mulia Wibawa
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 12 Nomor 3
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v13i1.65972

Abstract

Rising household consumption of cooking oil in Indonesia has increased the volume of used cooking oil waste, which poses environmental risks but also creates opportunities for circular-economy ventures. Dolmin, a business that collects used cooking oil and upcycles it into aromatherapy candles, still faces unstructured marketing efforts and consumer skepticism regarding the safety, cleanliness, and credibility of products derived from waste materials. This study develops a sustainability-based green marketing strategy to strengthen environmental education, brand identity, and economic value creation for Dolmin by integrating the Segmenting–Targeting–Positioning (STP) framework, Value Proposition Design (VPD), and the Business Model Canvas (BMC). Using a qualitative single- case study approach, data were gathered through in-depth interviews, participant observation, and documentation over the research period and analyzed thematically through the lens of STP, VPD, and BMC. The results propose a strategic positioning of Dolmin as an environmental education agent, emphasizing transparent communication from collection to processing and upcycling to reduce perceptions of greenwashing and build trust. The primary market segment is identified as women aged 25–40 with an interest in sustainable lifestyles, supported by secondary targets such as homemakers and business partners, and a value proposition combining sustainability, aesthetics, and social meaning. Practical recommendations include activating digital channels (Instagram and TikTok), strengthening storytelling, improving aesthetic product design, expanding variants and interactive features, and scaling partnerships with restaurants, schools, communities, and influencers. Overall, the integrated strategy offers an implementable business development roadmap and provides practical insights for similar waste-management enterprises promoting responsible consumption and production.
Co-Authors Aang Kunaifi Abriant, Sharda Achmad Muklason Ade Ana Pratiwi Adhyra Widyanti Adi Suryani Adi Suryani, Adi Adisya Resti Rahmadanti Ahmad Muklason Akhmad Muklason Akhmad ‘Izzul ‘Arobi Alyaa Zalfaa Komara Putri Anandita Ade Putra Anandita Ade Putri Anandita Ade Putri Andi Hafsah Andi Hakim Anindya Hayu Widyadhini Anna Maria Tri Anggraini Annisa Deaneke Prabowo Putri Ardiantono, Dewie Saktia Asy-Syafi'iy, Muhammad Faqih Azalia Putri Cahyaning Rahmani Azizah Yulia Safitri Azmil Chusnaini Bahalwan Apriyansyah Baihaqi, Imam Bella Harum Ashari Bhawika, Gita Widi Bramanti, Geodita Woro Bramantya Yoga Widyaswara Claresta Dwi Pranindya Dani, Rizky Try Rachma Dendy Ramadhan Dendy Ramadhan Dendy Ramadhan Devia Virena Dewie Saktia Ardiantono Dewie Saktia Ardiantono Dewie Saktia Ardiantoro Durman, Thedosia Yunita Endarko Endarko Fakhri Anggara Fakhri Anggara Faras Pramesti Gaby Olivia Djaswadi Geodita Woro Bramanti Gita Widi Bhawika Gondo Irawan Gondo Irawan, Gondo Grisna Anggadwita Gultom, Liza Khairunnisa Hakim, Muhammad Saiful Handiwibowo, Gogor Arif Heni Agustina Ibnu Fadil Maddarangan Iwan Vanany Janti Gunawan Karya, Denis Fidita Kevin Rezananta Purnomo Krisnayanti Aditasari Kunaifi, Aang Maharsyah, Aburizal Mahendra Wardhana, Mahendra Malvin Piero Malvin Piero Mardhotillah, Rachma Rizqina Mathias Rainaldo Mathias Rainaldo Maydawati Fidellia Gunawan Meutia Fatha Aulia Moch. Afif Muhggni Labib Mohamad Yusak Anshori Muhammad Fadel Yulian Maulido Muhammad Fadillah Aryanto Muhammad Fadillah Aryanto, Muhammad Fadillah Muhammad Hafizh Prayogo Muhammad Rafli Muhammad Ridho Ar-Robi Mutmainah, Salsabila Au'maylia Nabila Sarita Putri Nareswari, Ninditya Ni Putu Cista Deviutami Sukma Ninditya Nareswari Ninditya Nareswari Nisrina Arieza Rahmadita Noer, Lissa Rosdiana Nofia Ulfah Ramadhani Noriko Agnita Masroeri Nugroho Priyo Negoro Nurbaeti Nurbaeti Nurhalima, Alidha Nuzulfah V Pertiwi Pranindyasari, Chelsia Puti Sinansari Putri Utami, Sahwa Rachma Rizqina Mardhotillah Rahma, Rais Akbar Rahmawati, Deti Rahmawati, Deti Raudina Salma Resi Octovianisa Resi Octovianisa Putri Ribka Anintha Miyagi Ribka Anintha Miyagi Rifqi Soedjono, Muhammad Rizki Amalia Elfita Rizqina Mardhotillah, Rachma Rofifah, Jihan Sabirin, Ahmad Sabrina, Shellyana Kholifatul Safira, Anya Saiful Hakim, Muhammad Salasatri Rafaa Dinni Satria Fadil Persada Satria Fadil Persada Sa’adah, Silviana Khalilatus Siska Lusia Putri Siti Zahrok Soedarso Soedarso Soedarso Soedarso Soedarso Soedarso Soedarso Soedarso, Soedarso Sri Yayu Ninglasari Sugihartanto, Mushonnifun Faiz Syarief Nur Husin Syarifa Hanoum Syarifa Hanoum Syarifa Hanoum Tarmizi Ihza Tri Deviasari Wulan Widyananda, Cepryana Sathalica Yani Rahmawati Yani Rahmawati Ywang Nara Pragnya