Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
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This Author published in this journals
All Journal Jurnal Sosioteknologi Journal of Economics and Business UBS International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH)
Andika Putra Pratama
Institut Teknologi Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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BALANCED MESSAGING FOR EXPERIENCED LAPTOP CONSUMERS Andika Putra Pratama; Dhanu Koentoro Djati
Jurnal Sosioteknologi Vol. 20 No. 3 (2021): December 2021
Publisher : Fakultas Seni Rupa dan Desain ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/sostek.itbj.2021.20.3.2

Abstract

 This research aims to obtain empirical evidence about the impact of “balanced messaging” (a marketing communicationpractice where both strengths and weaknesses of a product are communicated to consumers) in marketing communication on consumers’ brand loyalty. With three laptop brands being the subjects and university students in Indonesia being the sample, surveys with an experimental design were conducted. Participants (n = 90) were randomly grouped into those being exposed to product’s strengths only (Group A), product’s weaknesses (Group B), and product’s strengths and weaknesses (Group C) – with 30 participants in each group. Using ANOVA, the results indicate that balanced messaging can be as constructive as imbalanced messaging, which focuses merely on strengths in the context of brand loyalty. With several limitations, this preliminary study is expected to benefit marketers to create fairer marketing communication.
Urgency of Managing Digitalization in Higher Education Susanti Saragih; Jann Hidajat Tjakraatmadja; Andika Putra Pratama
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 6 No. 1 (2023): Specific Issue
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmesh.v6i1.1339

Abstract

The digital transformation of higher education institutions has become one of the most significant trends in recent years. Unfortunately, this change is facing many challenges and pitfalls. Therefore, understanding how to manage digitalization amid continuous change should be a top priority for leaders of higher education institutions. This article reviews previous research focused on digitalization in higher education. Using non-systematic literature methods, it starts by summarizing the main driving forces, barriers, and pitfalls of digitalization in higher education. The selected papers were chosen based on their relevance to the article's purpose. The findings discuss the four main elements of managing digitalization in higher education. These four elements should be a priority in universities' strategy. Finally, the proposed framework in this article is expected to contribute to developing theory and practice in managing digitalization in higher education.
Proposed Strategies to Address Women’s Underrepresentation In Garment Sector Leadership Roles: An In-Depth Analysis Using Four Frames Of Gender In Organization Nadine Desyani Carissa Sediana; Andika Putra Pratama
Journal of Economics and Business UBS Vol. 12 No. 6 (2023): Special Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i6.898

Abstract

Penelitian ini mengkaji kurangnya perwakilan perempuan pada posisi kepemimpinan di sektor garmen Indonesia meskipun mereka merupakan mayoritas tenaga kerja. Penelitian menggunakan pendekatan kualitatif, termasuk wawancara yang menginterpretasikan pengalaman bias gender karyawan, untuk menganalisis norma-norma sosiobudaya dan praktik-praktik sistemik yang menguntungkan laki-laki yang berkontribusi terhadap ketimpangan tersebut. Kerangka "four frames of gender in organization" menstruktur investigasi mendalam tentang stereotip maskulin kepemimpinan yang membatasi peluang dan menghambat kemajuan perempuan. Analisis PESTLE dan SWOT lebih lanjut mengevaluasi faktor eksternal dan internal yang mempertahankan ketidaksetaraan. Penelitian menguji hipotesis bahwa mengatasi bias dan hambatan dapat mencapai representasi gender yang merata untuk meningkatkan potensi perempuan yang saat ini kurang dimanfaatkan, yang akan meningkatkan keberlanjutan sektor. Inisiatif seperti program pendampingan dan evaluasi yang adil bertujuan untuk mengakui kapabilitas perempuan sebagai pemimpin. Penelitian memberikan wawasan praktis untuk membimbing perusahaan di sektor menuju kesetaraan gender yang lebih besar. Dengan menganalisis masalah penelitian seputar ketidaksetaraan dalam industri garmen, penelitian ini berupaya memberikan kontribusi substansial terhadap diskursus dan memberikan rekomendasi yang dapat ditindaklanjuti untuk perubahan positif. Penelitian ini beraspirasi untuk membentuk lanskap yang inklusif di mana potensi semua individu direalisasikan sepenuhnya terlepas dari gender.
Co-Authors Dhanu Koentoro Djati Jann Hidajat Tjakraatmadja Nadine Desyani Carissa Sediana Susanti Saragih