Article Per Year (5 Year)
p-Index From 2021 - 2026
3.323
P-Index
This Author published in this journals
All Journal Kinerja Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora JURNAL ILMIAH MANAJEMEN & BISNIS Gadjah Mada International Journal of Business JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Teori dan Terapan Jurnal Ecopsy International Research Journal of Business Studies (E-Journal) MABIS: Manajemen dan Bisnis Psikostudia : Jurnal Psikologi International Journal of Business Economics (IJBE) Brilliance: Research of Artificial Intelligence Jurnal Abdi Masyarakat Multidisiplin ASEAN Marketing Journal Jurnal Manajemen dan Bisnis Madani International Journal of Entrepreneurship and Sustainability Studies Jurnal Pengabdian Kepada Masyarakat El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam International Research Journal of Business Studies Jurnal Kawistara
Iin Mayasari
Universitas Paramadina
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

Published : 35 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 35 Documents
Search

 1   2   3   4 
The study of customer engagement of local sustainable fashion brands on Instagram content Mayasari, Iin; Haryanto, Handrix Chris
Manajemen dan Bisnis Vol 23, No 1 (2024): March 2024
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v23i1.766

Abstract

The local enterprise aims to ensure long-term business continuity while enhancing brand awareness of regional businesses. Businesses use social media to boost customer engagement and local enterprise items that are ecologically friendly. This study intends to examine how local businesses' Instagram accounts for Local Sustainable Fashion Brands (LSFB) are used by their customers. This qualitative study examines brand engagement tactics used by LSFB and Instagram posts made by its followers. Content analysis is used in the analytical approach. In this study, the LFSB setting demonstrates how small business operators in the fashion industry have grown their enterprises. Social media usage to foster customer involvement is examined because it may assess the target market's brand recognition among a deluge of imported goods or worldwide brands.
Entrepreneurial Marketing for Small and Medium Enterprises (SMEs) Business: An Exploratory Study on Entrepreneurial Performance Mayasari, Iin; Wiadi, Iyus; Maharani, Anita
International Research Journal of Business Studies Vol. 2 No. 1 (2009): April-July 2009
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/

Abstract

This study is an exploratory study that aims at applying entrepreneurial marketing concepts to identify and understand abilities of small and medium scale businesses to gain performance. Entrepreneurial marketing includes activities to develop and exploit social capital. Entrepreneur performance can be measured by both objective and subjective perspective. Objective perspective is measured using quantitative measurement while subjective perspective is measured by the entrepreneur’s perception on his/her ability to manage the business. Qualitative methodology used in this research was done by interviewing small and medium scale business entrepreneurs. 
The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers Mayasari, Iin; Haryanto, Handrix C
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents through semi-structured depth interviewing. Research Findings: The critical finding provides the context of Asian consumers related to local brands. Emerging local brands can grow if the organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism associated with the domain of consumer-brand relationships among Asian consumers. Practitioner/Policy Implication: The local brands should be perceived that all brands are not similar in the same category. Research limitation/Implications: The elements of brand anthropomorphism can create brand personality. Keywords: Brand anthropomorphism, brand congruity, brand personality.
Development of Sustainable Consumption Behavior Studies in Indonesia: A Systematic Literature Review Handrix Chrisharyanto; Iin Mayasari
Psikostudia : Jurnal Psikologi Vol 15, No 3 (2026): Psikostudia : Jurnal Psikologi
Publisher : Program Studi Psikologi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/psikostudia.v15i3.26196

Abstract

This study aimed to conduct a systematic review of published articles on sustainable consumption behavior in Indonesia. The systematic literature review research method uses a hybrid approach, namely, bibliometric and model-theory frameworks, constructs, characteristics, and methods (TCCM), using a protocol developed by Paul et al. (2021), namely, Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR). The systematic literature review uses the main data from journal articles published between 2000 and 2024, indexed in Scopus. The analysis method, based on bibliometric and structural reviews, is conducted using the RStudio (Biblioshyny), VOSviewer, and Microsoft Excel programs. The results of the systematic literature study show that the development of the study has only begun to be seen since 2012 and has increased until 2024. The results of the bibliometric analysis show that sustainable hunting behavior is the initial topic, followed by its development into drinking water consumption behavior, food, fashion, energy-saving consumption, and waste-related topics. Other studies show that research collaboration among stakeholders (government, academics, NGOs, and the private sector) needs to be increased to obtain comprehensive results. The results of the TCCM model framework analysis show that the use of integrative theory still needs to be strengthened as a stronger foundation in understanding sustainable consumption behavior. The consumption sectors of mobility, fashion, energy, waste, construction/building, household, eco-tourism, hunting, cosmetics, and land production are recommended for future research development. Research based on the level of decision-making, combined with community, cultural, and national/policy factors, is recommended for the development of the study.Tujuan studi ini yaitu melakukan kajian literatur review secara sistematik terhadap artikel publikasi mengenai perilaku konsumsi keberlanjutan di Indonesia. Metode penelitian review literatur sistematis menggunakan pendekatan hybrid yaitu bibliometric dan kerangka model theories, constructs, characteristics, and methods (TCCM) dengan menggunakan protokol yang dikembangkan oleh Paul et al., (2021) yaitu Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR). Review literatur sistematis menggunakan data utama artikel jurnal dari tahun 2000-2024 yang terindeks pada Scopus. Metode analisis berdasarkan review bibliometric dan review struktur yang dianalisis menggunakan program R Studio (Biblioshyny), Vos Viewer dan Microsoft excell. Hasil studi literatur sistematis menunjukkan bahwa perkembangan studi baru mulai terlihat sejak tahun 2012 serta mengalami peningkatan hingga tahun 2024. Hasil analisis bibliometric menunjukkan bahwa perilaku berburu berkelanjutan menjadi topik awal yang diikuti perkembangannya berupa perilaku konsumsi air minum, makanan, fashion, konsumsi hemat energi,  hingga yang berkaitan dengan limbah. Hasil studi lainnya menunjukkan bahwa kolaborasi penelitian antar stakeholder (pemerintah, akademisi, NGO, serta swasta) perlu ditingkatkan agar mendapatkan hasil studi yang komprehensif. Hasil analisis kerangka model TCCM menunjukkan penggunaan teori integratif masih perlu diperkuat sebagai landasan yang lebih kuat dalam memahami perilaku konsumsi berkelanjutan. Sektor konsumsi mobilitas, fashion, energi, limbah, konstruksi/bangunan, rumah tangga, eco-wisata, perburuan, kosmetik dan produksi lahan menjadi rekomendasi pengembangan penelitian ke depan. Penelitian dengan mendasarkan level pengambilan keputusan dengan kombinasi faktor komunitas, kultural dan nasional/kebijakan menjadi rekomendasi pengembangan studi. 
An integrated model of local business fashion brand love: the role of altruism, perceived value, brand community, and social media engagement Iin Mayasari; Handrix Chris Haryanto; Siti Mudrika
Manajemen dan Bisnis Vol 25, No 3 (2026): November 2026 (Online First)
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i3.1125

Abstract

This study aims to analyze the factors influencing brand love, including altruism, perceived value, brand community, and social media, as well as their impact on repurchase intention, brand advocacy, and customer engagement. The academic perspectives focused on consumer value, social, and communication perspectives. From different perspectives, this study will broaden the understanding of brand love and its consequences. The research used survey methods with questionnaires modified from previous research. There were 300 respondents. A partial least squares analysis was used to test the hypotheses. This study demonstrates that brand love in local fashion brands can be explained using the concept of internal and external consumer behavior. From the internal analysis of consumer behavior, there are aspects of perceived value, namely utilitarian value and altruism, while from the external side, social media engagement variables influence the formation of consumer brand love for local fashion brands. The impact of this concept is that brand love in local fashion brands can affect repurchase intention, brand advocacy, and customer engagement. This study examines the perceived value of altruism in the context of brand love. It also analyzes the impact of brand love on brand advocacy and customer engagement.
Co-Authors Adrian A. Wijanarko Adrian A. Wijanarko Adrian Azhar Wijanarko Adrian Azhar Wijanarko Ahmad Azmy Anita Maharani Aris Subagjo Asriana Issa Sofia Christharyanto, Handrix Dewi Kurniaty Diki Gita Purnama, Diki Gita Fadillah, Fadillah Wahyu Saputri Fatchiah E. Kertamuda Gilang Cempaka Handi Risza Handrix Chris Haryanto Handrix Chris Haryanto, Handrix Chris Handrix Chrisharyanto Haryanto, Handrix C Hendrowati, Retno Iyus Wiadi Iyus Wiadi Janni Beatrix Mandowally Janni Beatrix Mandowally Kariathi, Ni Nyoman Trida Lingga Yuliana Maemar Chadavid Syamtar Mochammad Rivee Arham Mundzir, Ahmad Muthia Pramesti Muthia Pramesti, Muthia Niken Iwani Surya Putri Niken Iwani Surya Putri Nurliya Apriyana Prima Naomi Rini S. Pramono Ritzka Yauma Putri Driarkoro Rizka Driarkoro Rofikoh Rokhim Siti Adelia Quraniah Siti Mudrika Tia Rahmania Willy Abdillah