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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Journal of Economics, Business, & Accountancy Ventura Gadjah Mada International Journal of Business Indonesian Journal of Business and Entrepreneurship (IJBE) The Asian Journal of Technology Management (AJTM) Binus Business Review Jurnal Manajemen Indonesia SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Journal of Economic, Bussines and Accounting (COSTING) International Journal of Supply Chain Management Jurnal Ilmiah Edunomika (JIE) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Economics and Business UBS Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Perspektif Pembiayaan dan Pembangunan Daerah The South East Asian Journal of Management INDONESIAN JOURNAL OF URBAN AND ENVIRONMENTAL TECHNOLOGY International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Mustika Sufiati Purwanegara
School Of Business And Management, Institut Teknologi Bandung
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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Greenwash Online Marketing: Does Indonesian Gen-Z Still Have The Intention To Repurchase Green Products? Valendia, Ida Ayu Saras; Purwanegara, Mustika Sufiati
Indonesian Journal of Business and Entrepreneurship Vol. 8 No. 3 (2022): IJBE, Vol. 8 No. 3, September 2022
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.8.3.397

Abstract

This research was conducted to know whether Gen-Z in Indonesia still has the intention to buy bottled drinking water after knowing the term greenwash marketing by looking at the mediating effect of environmental concern and perceived quality. The study was conducted using a survey method of 160 Gen-Z respondents in Indonesia and analyzed using SmartPLS. From the research results, there is no significant relationship between greenwash perception and environmental concern with Gen-Z's intention to repurchase bottled drinking water products. However, the relationship between greenwash perception and environmental awareness and quality perception of Gen-Z's intention to repurchase bottled drinking water products was significant. Managers are also expected to focus more on maintaining the quality of bottled drinking water by paying more attention to the environment because clean water can only be obtained if natural preservation and ecosystem balance are correctly maintained, thus avoiding the impression of greenwash marketing in online media. Keywords: Greenwash marketing, environmental concern, perceived quality, repurchase intention, Gen-Z
Exploring The Impact of Perceived Greenwashing on Repurchase Intention of Green Personal Body Care Products Raihana, Jasmine; Purwanegara, Mustika Sufiati
Indonesian Journal of Business and Entrepreneurship Vol. 9 No. 1 (2023): IJBE, Vol. 9 No. 1, January 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.9.1.152

Abstract

Nowadays, brands from various industrial sectors have started to release new product line or branding strategy that focuses on preserving nature, one of the examples being green personal body care. The vague and excessive claims made by the brands evoked negative sentiment called perceived greenwashing as the consumers have a negative perception that the brand was deceiving them. This phenomenon is called greenwashing. The research aimed to understand the relationship between perceived greenwashing among Indonesian consumers with its consequences, such as word of mouth, green personal body care, attitude, and repurchase intention. A survey was conducted among Indonesian green personal body care consumers, receiving 108 valid responses in total. The data was later analyzed using descriptive analysis and PLS-SEM. The findings suggested a negative relationship between perceived greenwashing with word of mouth and green brand image. The two constructs were also the predictor of attitude toward green personal body care products. Attitude is the predictor of repurchase intention. The green brand image was also found to mediate the relationship between perceived greenwashing and attitude, also perceived greenwashing and repurchase intention. Keywords: green personal body care, perceived greenwashing, word of mouth, green brand image, repurchase intention
Proposed Marketing Strategy to Increase Sales By Increasing Brand Wareness Of Water & Wastewater Treatment Company (PT Dwikarya Mitra Sejati) Saputro, Irfan Yusuf; Purwanegara, Mustika Sufiati
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.101

Abstract

PT Dwikarya Mitra Sejati is a company in the form of a Limited Liability Company and is engaged in trading chemicals and services. Where its existence is needed as a company engaged in the distribution and trading of chemicals. It has a chemical storage warehouse in Tangerang. PT Dwikarya Mitra Sejati, the company has a problem with declining sales in every year. PT Dwikarya Mitra Sejati offers a wide range of chemicals to meet industrial needs. However, PT Dwikarya Mitra Sejati has not been optimal in terms of product marketing. So, it can be assumed that the cause of the decline in the company's sales is the absence of a clear and optimal marketing strategy plan. The purpose of this research is to analyze the external and internal business conditions at PT Dwikarya Mitra Sejati so that they can find out the root problems experienced and can implement marketing programs that can increase the company's income. The qualitative method that will be applied in this research is collecting primary and secondary data through internal and customer interviews from PT Dwikarya Mitra Sejati. The main reason for the decline in the percentage of company sales is the absence of a marketing strategy implemented by PT Dwikarya Mitra Sejati. In this research; PETEL analysis, Porter’s 5 Forces, and Customer analysis is used for external analysis. Meanwhile, for internal analysis, Marketing Mix 4p was used, VRIO analysis, purchase analysis. From the results of this study it is suggested that companies make brands easier to recognize and remember as well as build customer trust in these brands and increase sales with STP Strategy, POS Marketing Strategy, and Conventional Marketing Strategy.
Systematic review: Developing a Conceptual Framework for the Factors Affecting Social Capital Sinta, Sinta; Purwanegara, Mustika Sufiati
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.12648

Abstract

Research on a variety of capital-related topics has advanced within the past ten years. Previous studies on this subject have mostly focused on the economic performance of businesses, nations, and regions. However, more and more studies are addressing the impact of social capital on the development of human capital. This study is to investigate the factors affecting the rise in social capital over the previous five years and suggest future research paths through bibliometric analysis. This article reviews 246 papers from 2019 to 2023 in order to rectify this shortcoming. The papers we chose were from an English-language database of essays that were indexed by Scopus. Using a bibliometric approach, we combed through fieldwork and literature on the evolution of collaboration. The relationship between collaboration, knowledge sharing, co-creation of shared values, and social capital is identified as one of the key findings of this research. Therefore, this can add variety to the upcoming agenda. As nodes are not directly connected to the network, it is preferable to use small nodes still attached to the main research or future research directions.
ANALYZING THE FACTORS THAT AFFECT THE AMOUNT OF PLASTIC WASTE Mustika Sufiati Purwanegara; Anak Agung Ngurah Tata Pinandhika; Yang Sun; Regina Athalia
INDONESIAN JOURNAL OF URBAN AND ENVIRONMENTAL TECHNOLOGY VOLUME 6, NUMBER 2, OCTOBER 2023
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/urbanenvirotech.v6i2.16654

Abstract

One of the biggest environmental issues facing the planet today is plastic garbage, which was created by people and has an effect on them as well. Although though governments have implemented policies, rules, and other initiatives to increase public awareness of and engagement in decreasing plastic trash, the statistics has not changed, and this amount keeps rising every year. Several nations appear to be having trouble solving this problem. In addition, according to the World Bank, the country produces more plastics the wealthy its citizens are. By evaluating behavior and educating people, culture and education can be the answer to this problem. As people get more educated, their awareness of and care for the environment increases. The relationship between each of these factors—culture, education, national income, and government role and environmental problems might potentially help minimize plastic waste. Consequently, the goal of this study is to pinpoint the variables that may have an impact on the volume of plastic garbage and examine how these variables may affect the quantity of plastic waste in various nations. Hofstede's national culture dimension (Power Distance, Collectivism and Individualism, Masculinity and Femininity, Uncertainty Avoidance, Long-term Orientation and Short-term Orientation, Indulgence and Restraint), wealth per capita, education, and the government's plan and policy on sustainable consumption are the variables that will be examined. In this study, worldwide data for the year 2018 is gathered from 66 different nations utilizing secondary sources, and the data is then analyzed using the Multiple Linear Regression approach. According to the findings, there is a strong correlation between individualism and collectivism and the volume of plastic garbage. The results of this study should help each nation's government reduce the quantity of plastic garbage that is generated.
Enhancing E-Commerce with Big Data: From Browsing to Buying Through Recommendation Systems Nuraeni Johnson; Mustika Sufiati Purwanegara; Nur Budi Mulyono
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 4 No. 1 (2024): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i1.1930

Abstract

This research focuses on analyzing the impact of a recommendation system on customer behavior in the e-commerce industry. This study examines the use of big data-driven product recommendations and tailored promotions to enhance customer engagement, conversion rates, and revenue generation. The importance of prioritizing customer engagement in the early stages of the purchasing process is emphasized, and key statistics related to customer behavior in e-commerce are presented. The objective of this research is to investigate the effectiveness of a recommendation system in influencing customer behavior and driving conversions in the e-commerce industry. The research design incorporates a case study analysis of a prominent marketplace in Indonesia. Data were collected from three automation trigger campaigns: browsing abandonment and purchase reminders. The findings of this research indicate that a recommendation system based on big data has a significant impact on customer behavior in the e-commerce industry. This research highlights the importance of prioritizing customer engagement and implementing effective recommendation systems to drive conversion rates and revenue in the e-commerce industry.
Cashless Society in Progress: Capturing Different Generations’ Perspectives toward External Influence in E-Wallet Usage Widyoretno Adiani; Atik Aprianingsih; Mustika Sufiati Purwanegara
Journal of Economics, Business, and Accountancy Ventura Vol. 24 No. 2 (2021): August - November 2021
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v24i2.2677

Abstract

The use of non-cash transaction, which is currently popular in the public, has made the topic of a cashless society discussed more often. A cashless society is a condition where people transact without using cash money so that it leads to the process from the conventional into the cashless society. In this condition, the involvement of each generation is needed. This study tries to investigate how each generation's perspective—both the younger generation and the older generation, toward the external factors, namely social influence, government support, and network externalities—affect their use of non-cash transactions in the form of e-wallet. The data were collected using focus group discussion (FGD) and a survey of 489 respondents. The data were analyzed using PLS-SEM. This research reveals how different generations have a different perspective on e-wallet and the government support has a more significant influence on the older generation than the younger generation, who tend to be more influenced by peers or family. However, both generations emphasized how the network externalities influenced the continuance usage in this service. This result implies the importance of e-wallet service providers to expand the network and collaborating with various actors to retain customers.
The Analysis of Factors Driving Consumer Engagement and Purchase Intention in E-Commerce Live Streaming Felicia Fajr Aulianur; Mustika Sufiati Purwanegara
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.141

Abstract

The rise of e-commerce has enabled consumers to shop anytime and anywhere, access extensive product descriptions, read reviews, compare a wide range of products and prices, and take advantage of offers. Moreover, interactive and personalized shopping experiences have become possible through the latest innovation in e-commerce: live streaming. E-commerce live streaming allows real-time interaction with sellers, combining engagement and convenience, which is highly favored among consumers in Indonesia. One of the main factors influencing the selection of live streaming platforms is the promotional offers provided, as most shopping behaviors are driven by attractive offers. In addition to promotions, the presence of hosts and their interactivity in leading live streaming sessions play a crucial role. Hosts ability to interact with viewers, present informative content, and provide personalized recommendations effectively enhances consumer engagement and purchase intention. However, many local businesses, particularly SMEs, suffer losses due to ineffective host and promotional strategies during live streaming sessions that fail to attract consumers. Therefore, this research aims to provide valuable insights for optimizing live streaming strategies, helping hosts develop more effective approaches and strategies to drive sales in a competitive market. This study focuses on analyzing which host gender, host interactivity, and promotions are more effective strategies in driving higher consumer engagement and purchase intention. The research examines 864 live stream sessions from the three most used and favored e-commerce live streaming platforms in Indonesia: Shopee Live, TikTok Live, and Tokopedia Play. This research applied a descriptive research design with an observational method. The data was analyzed using Descriptive Analysis, Chi-Square Test, Post Hoc Test, and Correlation Analysis through SPSS. The results indicate that host interactivity and promotion are significantly associated with consumer engagement and purchase intention, while host gender does not show a significant association. Moreover, female hosts, responsiveness in interactivity, and flash sales as a promotional strategy appear to be more effective in achieving higher consumer engagement and purchase intention compared to others across all e-commerce live streaming platforms. Shopee Live also emerges as the e-commerce live streaming platform that generates the highest consumer engagement and purchase intention compared to other platforms. The correlation analysis reveals a strong positive relationship between consumer engagement and purchase intention, indicating that higher levels of consumer engagement are associated with higher purchase intentions. These findings highlight the importance of attractive host and promotional strategies in live streaming to maximize consumer engagement and purchase intention in the competitive landscape of e-commerce live streaming.
Preliminary Feasibility and User Acceptance of KANA: A Digital Parent-Led Developmental Support Service in Indonesia Marpaung, Debora; Purwanegara, Mustika Sufiati; Ashadi, Muhammad Fakhrul Rozi
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 3 (2026): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i3.7014

Abstract

This study evaluates the preliminary feasibility and user acceptance of KANA, a proposed digital parent-led developmental support concept for families of children with neurodevelopmental needs in Indonesia. Limited access to specialists, high therapy costs, and fragmented developmental guidance hinder consistent home-based intervention. This exploratory feasibility study assessed the market, service, behavioural, financial, and strategic feasibility of KANA using a descriptive mixed-method approach involving eight parents and three licensed child psychologists. Data were collected through semi-structured interviews, prototype interaction testing, a one-week real-usage trial, post-trial surveys, and secondary data analysis. Qualitative data were analysed using thematic analysis, while quantitative data were analysed descriptively using technology acceptance and behavioural readiness frameworks. Within this study's sample, the findings suggest positive user acceptance, strong market demand, favourable behavioural intention, and encouraging willingness-to-pay signals. Parents perceived KANA as useful and easy to integrate into daily routines, while expert validation supported its appropriateness as a complement to professional intervention. Overall, the findings provide preliminary evidence that KANA shows early-stage promise as a digital parent-led developmental support concept. However, the findings do not establish long-term adoption, clinical effectiveness, commercial viability, or scalability. Further staged validation involving larger and more diverse populations is required.
NILAI YANG DIRASAKAN DAN NIAT MEMBELI BIO-BENSIN (STUDI KASUS PERTAMAX GREEN 95): PENELITIAN TERHADAP KONSUMEN BAHAN BAKAR NON-SUBSIDI DI INDONESIA Edith Indra Triyadi1, sMustika Sufiati Purwanegara2 Edith Indra Triyadi; Mustika Sufiati Purwanegara
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: 10.31539/6ezn2r24

Abstract

Penelitian ini bertujuan untuk mengembangkan dan memvalidasi secara empiris model yang menjelaskan niat pembelian konsumen terhadap Pertamax Green 95, bio-bensin E5 pertama di Indonesia. Penelitian ini menjawab tantangan bisnis pertumbuhan penjualan yang stagnan dengan mengidentifikasi faktor-faktor kunci yang membentuk nilai yang dirasakan konsumen dan menentukan pentingnya relatif faktor-faktor tersebut dalam proses pengambilan keputusan calon pengguna di pasar Jawa Barat yang strategis. Survei kuantitatif lintas sektoral dilakukan, mengumpulkan data dari 412 pengguna bensin non-subsidi yang belum mengadopsi Pertamax Green 95, yang berlokasi di DKI Jakarta, Banten, dan Jawa Barat. Data dianalisis menggunakan pendekatan dua metode: Partial Least Squares Structural Equation Modeling (PLS-SEM) digunakan untuk menguji kerangka konseptual utama dan lima hipotesisnya, sementara Analisis Varian (ANOVA) dilakukan untuk menguji perbedaan signifikan dalam persepsi kunci di antara segmen demografis yang berbeda. Analisis PLS-SEM mengonfirmasi bahwa kelima hipotesis tersebut secara statistik signifikan, dengan model menjelaskan 59,1% varians dalam Niat Pembelian (R² = 0,591). Hierarki pengaruh yang jelas terbentuk, dengan hambatan utama adalah Sensitivitas Harga (β = -0,354) dan Persepsi Risiko (β = -0,289). Pemicu positif terkuat adalah Kinerja yang Dirasakan (β = +0,258), sementara Kesadaran Lingkungan (β = +0,157) merupakan prediktor terlemah. Analisis ANOVA memberikan bukti empiris untuk segmentasi pasar, menunjukkan bahwa pemilik mobil secara signifikan lebih menghindari risiko dan berorientasi pada kinerja, sementara konsumen berpenghasilan rendah secara signifikan lebih sensitif terhadap harga. Penelitian ini menyediakan model perilaku konsumen terhadap bio-gasoline yang pertama kali diverifikasi secara empiris dalam konteks unik pasar bahan bakar premium Indonesia. Model ini mengukur dominasi pertimbangan pragmatis (biaya, risiko) atas environmentalisme dan secara statistik memvalidasi keberadaan arketipe konsumen yang berbeda—“Affluent but Cautious” dan “Mass-Market Pragmatist”—memberikan dasar yang kokoh untuk strategi pemasaran yang ditargetkan dan disegmentasi.
Co-Authors A Dian Sri Rezki N Adhi Setyo Santoso Anak Agung Ngurah Tata Pinandhika Anisa, Mutia Antonio Gratiano, Antonio Aprilianty, Fitri Aryadhani, Sinatrya Azali Ashadi, Muhammad Fakhrul Rozi Atik Aprianingsih Atik Aprianingsih Atik Aprianingsih Augustine Merriska Azniar Nurina Belgiawan, Prawira Fajarindra Bhaskara, Ida Bagus Dwija Cahya Agunging Hayuwidi, Cahya Agunging Dermawan Wibisono Diggy Afrizal, Muchammad Doni Laksono Edith Indra Triyadi Eka Yuliana Erlisafitri Erlisafitri, Erlisafitri Ernest Hasiolan Sebastian Ervyna Rizki Febrianny Ezron Martin Vivaldi Silalahi Fabila Mahadira Felicia Fajr Aulianur Fitri Aprilianty Fitri Aprilianty Gari Nurahman Hadi, Diandra Adelina Harimukti Wandebori Haykel Adityawarman Ihsan Hadiansah Indahtyas Winasis Irfan Yusuf Saputro Khema Vimala Krisnati Desiana Laksmana, Jason Aditya Marpaung, Debora Martawilaga, Ayu Indriani Melvina Pascaline Muhamad Abdilah Ramdani Mulya, Ardyanto Natalie Amadea Nuharini, Hepinda Fajari Nur Budi Mulyono Nuraeni Johnson Peyton, Fanny Pradipta Wismaya Alby Pramudita Sarastri Putri Karima Hapsari, Putri Karima Rahmah Chairunisa Raihana, Jasmine Regina Athalia Rendika Nugraha Ria Agustriana Busra, Ria Agustriana Rizha Al Fajri Rizki Amalia Romi Setiawan Rully Setiawan Saputro, Irfan Yusuf Satya Aditya Wibowo Setiawan, Romi Shafira, Azalia Sinta Sinta Sinta, Sinta Suprijanto Suprijanto Tamadara Hilman, Tamadara Teresia Debby Valendia, Ida Ayu Saras Widyoretno Adiani Willy Harnawan, Willy Yang Sun Zuhri, Wahyu