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All Journal Jurnal Manajemen Teori dan Terapan Benefit: Jurnal Manajemen dan Bisnis al-Uqud : Journal of Islamic Economics Journal of Economic, Bussines and Accounting (COSTING) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Ilmiah Administrasi Bisnis dan Inovasi Business and Finance Journal Journal of Leadership in Organizations Darmabakti Cendekia: Journal of Community Service and Engagements WELFARE : Jurnal Ilmu Kesejahteraan Sosial Ulumuna: Jurnal Studi Keislaman BISEI: Jurnal Bisnis dan Ekonomi Islam JASF (Journal of Accounting and Strategic Finance) Journal of Community Service and Empowerment Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Applied Data Sciences Jurnal Ilmu Manajemen Advantage PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia BISMA (Bisnis dan Manajemen) BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology) Journal Publicuho Eduvest - Journal of Universal Studies Southeast Asian Business Review El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Gancar Candra Premananto
Department Of Management, Faculty Of Economics And Business, Universitas Airlangga
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

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The Influence of Advertising Creativity, Credibility, Lack of Irritation, Informativeness, And Entertainment on Consumer Attitudes Towards Brand on Gojek Advertising R.A Adenia Kumala Adzani; Premananto, Gancar Candra
Southeast Asian Business Review Vol. 1 No. 1 (2023)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/sabr.v1i1.47396

Abstract

This study examines the role of advertising creativity, credibility, lack of irritation, informativeness, and entertainment on consumer attitude toward the brand on Gojek X Ariel NOAH #CepetanGoSendInstant on YouTube. This research was conducted using a quantitative approach with a survey method. The data was obtained through an online survey using Google Forms to 256 respondents who are YouTube social media users in Indonesia with a minimum age of 18 years and have seen Gojek advertisement "#CepetanGoSendInstant by Ariel NOAH x GoSend" on YouTube. This research uses Structural Equation Model (SEM) analysis technique with Partial Least Square (PLS) approach. Measured variables are advertising creativity (24 indicators), credibility (3 indicators), lack of irritation (3 indicators), informativeness (2 indicators), entertainment (3 indicators), attitude toward the advertisement (3 indicators), and attitude toward the brand (3 indicators). The results showed that advertising creativity and entertainment had a significant effect on attitude toward the advertisement, while credibility, lack of irritation, and informativeness had no significant effect on attitude toward the advertisement. The results of the study also found that the attitude toward the advertisement had a significant effect on the attitude toward the brand.
Pengaruh Influencer Type dan Disclosure of Sponsorship pada Konten Bersponsor di Instagram Destyana, Nadhira Pratiwi; Premananto, Gancar Candra
PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Vol 4 No 2 (2021): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Publisher : Perkumpulan Pendidik Kewirausahaan Indonesia (Perwira Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (286.358 KB) | DOI: 10.21632/perwira.4.2.75-89

Abstract

Populernya penggunaan pemasaran influencer menjadikan influencer media sosial dan keefektifannya ketika melakukan endorse produk penting untuk dipertimbangkan oleh pemasar. Terlebih di beberapa negara peraturan kebijakan baru-baru ini mewajibkan influencer media sosial untuk mengungkapkan konten bersponsor saat menggunakan bentuk native advertising. Penelitian ini menguji pengaruh influencer type (micro- vs. macro-influencer) dan disclosure of sponsorship (disclosure vs. non-disclosure) pada unggahan bersponsor mereka di media sosial Instagram terhadap product attractiveness dan purchase intention menggunakan uji MANOVA. Penelitian ini menggunakan desain faktorial 2x2 pada 120 partisipan perempuan Generasi Millenial. Dalam penelitian ini, berdasarkan uji interaction effect, micro-influencer yang mengungkapkan unggahan bersponsor secara disclosure menghasilkan purchase intention yang tinggi dibandingkan influencer type dan disclosure of sponsorship lainnya. Berdasarkan uji main effect, disclosure of sponsorship secara disclosure oleh influencer menghasilkan product attractiveness dan purchase intention yang tinggi dibandingkan secara non-disclosure, sedangkan influencer type yang menghasilkan purchase intention yang lebih tinggi adalah micro-influencer.
Utilizing Social Media Marketing to Influence Customer Purchase Intention and Trust in Influencers Who Also Act as Skincare Product Owners Santoso, Ridho Bagus; Nurmitananda, Muhammad Naufal Hamdani; Premananto, Gancar Candra; Primasatya, Rieswandha Dio
Jurnal Ilmu Manajemen Advantage Vol. 9 No. 1 (2025): June 2025
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v9i1.1463

Abstract

The skincare business presents a lucrative opportunity for revenue generation at both macro and micro levels. Influencers, with their large followings and social influence, have effectively leveraged this opportunity to establish skincare brands. This research aims to complement existing studies by examining how social media marketing conducted by influencers can impact consumer purchasing interest. The second objective is to propose effective marketing strategies via social media to enhance customer trust. Utilizing qualitative methods, the study applies netnographic data collection and literature reviews. The findings indicate that not all influencers with skincare businesses succeed in the competitive landscape of social media marketing. Influencers must develop strategic marketing plans, particularly focusing on the number of followers and engagement rates to build customer trust. Influencers with a unique appeal, such as celebrities, can be effective in boosting consumer interest in skincare products. This research emphasizes the importance of influencer selection and social media strategy in sustaining a skincare business.
Cosmetic Product Packaging Return Program As A Strategy To Improve Gen-Z Consumers' Purchase Intention in Indonesia Vivie Anggra Kusuma; Premananto, Gancar Candra
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4766

Abstract

This study aims to analyze the influence of packaging return programs using the Theory of Planned Behavior approach—comprising attitude, subjective norm, and perceived behavioral control—on Gen Z consumers’ purchase intention toward cosmetic products. A quantitative research design was employed, using an online questionnaire to collect data from 300 Gen Z respondents across various regions in Indonesia. All participants had experience purchasing cosmetic products and were aware of packaging return programs. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. This study evaluates the impact of a cosmetic packaging return program on Generation Z’s purchase intention in Indonesia, employing a Theory of Planned Behavior (TPB). Survey results from 300 respondents indicate that perceived behavioral control (PBC) is the strongest predictor of purchase intention (?=0.47), followed by subjective norms (?=0.45) and attitude (?=0.21) affects purchase intention for cosmetics with packaging return programs. The model’s strong explanatory power is confirmed by an R² value of 0.607 for purchase intention. These findings emphasize that marketing strategies for Indonesia’s cosmetic industry must align with sustainability issues by leveraging psychological and social approaches to foster responsible consumer behavior among Gen Z. The study provides practical implications for the industry to design eco-friendly initiatives that resonate with the values and lifestyles of younger generations.
SROI Analysis of the “Sayurpreneurship 4.0” Creating Shared Value Program by Master of Management, Airlangga University 2024 Taufiq Muhammad Khozin; Gancar Candra Premananto
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9237

Abstract

The advancement of technology in the digital era 4.0 has driven a significant shift in business models, from conventional to digital, requiring entrepreneurs to adapt in order to enhance efficiency and competitiveness. The Creating Shared Value (CSV) program titled Sayurpreneurship 4.0: Digitalization Strategy for Vegetable Vendors, initiated by Master of Management students from the Faculty of Economics and Business, Universitas Airlangga in 2024, represents a community engagement effort aimed at empowering traditional vegetable vendors through digital transformation. This quantitative study collected primary data through observation and interviews with program stakeholders to evaluate the social impact of the initiative. The results of the Social Return on Investment (SROI) calculation indicate that every Rp1 invested generates a social return of Rp7.04. These findings highlight that the digitalization of traditional vegetable vendors not only creates significant social value but also contributes to the achievement of Sustainable Development Goals (SDGs) Nos. 1, 4, 8, and 10. The study emphasizes the urgency of accelerating digital transformation among micro and small enterprises, fostering a modern business mindset, and developing similar high-impact social investment programs in the future.
SROI Analysis of the “Sayurpreneurship 4.0” Creating Shared Value Program by Master of Management, Airlangga University 2024 Taufiq Muhammad Khozin; Gancar Candra Premananto
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.9237

Abstract

The advancement of technology in the digital era 4.0 has driven a significant shift in business models, from conventional to digital, requiring entrepreneurs to adapt in order to enhance efficiency and competitiveness. The Creating Shared Value (CSV) program titled Sayurpreneurship 4.0: Digitalization Strategy for Vegetable Vendors, initiated by Master of Management students from the Faculty of Economics and Business, Universitas Airlangga in 2024, represents a community engagement effort aimed at empowering traditional vegetable vendors through digital transformation. This quantitative study collected primary data through observation and interviews with program stakeholders to evaluate the social impact of the initiative. The results of the Social Return on Investment (SROI) calculation indicate that every Rp1 invested generates a social return of Rp7.04. These findings highlight that the digitalization of traditional vegetable vendors not only creates significant social value but also contributes to the achievement of Sustainable Development Goals (SDGs) Nos. 1, 4, 8, and 10. The study emphasizes the urgency of accelerating digital transformation among micro and small enterprises, fostering a modern business mindset, and developing similar high-impact social investment programs in the future.
Co-Authors Aldo Lovely Arief Suyoso Anindya Yusuf Wirmanda Aprilius, Adrianus Aries Kurniawan Aulia Rahman Aurashafa, Dita Amelia Calvin Mercy Ebenhaezer Watulingas Candraningrat, Candraningrat Dakikotis Sururiyah Dany Mochamad Darda Destyana, Nadhira Pratiwi Dian Felani Kesa Farisi, Jawad Harmianto Purbawinasta, Liliek Iswanto, Dedy Jweyoung Lee Karina, Zalfa Lia Puspita Sari Mohammad Jamil Rizwan Mohammad Jamil Rizwan Nauroz Khan Norizah Binti Mohd Mustamil Nurmitananda, Muhammad Naufal Hamdani Prayodhia Sanwasi, Dimas Primasatya, Rieswandha Dio R.A Adenia Kumala Adzani Raditya Sukmana Rahmat Heru Setianto Randrianantenaina Solohery Mampionona Aime Ridan Muhtadi Rina Wijayanti Rina Wijayanti Rizky Hidayat, Rizky Sakti, Rachmad Pujo Santoso, Ridho Bagus Sedera Rakotoarisoa Shah Faisal Shochrul Rohmatul Ajija Sri Hartini Sri Hartini Sudarnice, Sudarnice Sugeng Purwanto Sugeng Purwanto Suwandi S. Sangadji Taufiq Muhammad Khozin Tsaniyatul Haliyah Vivie Anggra Kusuma Wiwik Maryati