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All Journal Jurnal Siasat Bisnis Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Ekonomi Modernisasi JAM : Jurnal Aplikasi Manajemen Jurnal Teknobisnis Journal of Accounting and Investment MIX : Jurnal Ilmiah Manajemen MBR (Management and Business Review) Jurnal Abadimas Adi Buana International Journal of Supply Chain Management PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Entrepreneur dan Entrepreneurship MABIS: Manajemen dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Business Management Journal Program Studi Manajemen Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Community Engagement and Emergence Journal (CEEJ) Jurnal Riset Bisnis dan Manajemen Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Jurnal Aisyah : Jurnal Ilmu Kesehatan Jurnal Pengabdian kepada Masyarakat Nusantara ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Jurnal Ekonomi BanKu: Jurnal Perbankan dan Keuangan Journal Community Service Consortium Journal of Economics and Management Scienties JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah International Journal of Review Management Business and Entrepreneurship International Research Journal of Business Studies Academia Open
David Sukardi Kodrat
Universitas Ciputra
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Veterinary Other

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Membangun Strategi 'Low Budget High Impact' di Era New Wave Marketing: Kajian atas Perusahaan-Perusahaan Top Brand 2000-2007 Kodrat, David Sukardi
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

The purpose of this research is to test a new wave marketing phenomena: low budget, high impact marketing. This research uses enterprises which continuously get Top Brand from 2000 to 2007 as a population. Sampling selection is performed based on purposive sampling with object to gain samples according to the research aim. Based on those criteria, there are 19 companies, which have been fulfilling the conditions required. The result reveals that coefficients determinants (R2) is 0,430. It means that 43 percents of independent variables (log sales, business ratio and net profit margin) with significant influence to Top Brand Index. The influential variable to Top Brand Index is Net Profit Margin with positive direction. In other word, the bigger of company’s net profit margin, the bigger of Top Brand Index. It is proofed that winning Top Brands are the brands apply low budget, high impact as phenomena occurred in new wave marketing.
Balancing Innovation and Ethics: Empirical Insights into AI Predictive Marketing Challenges and Opportunities Latif, Nashrudin; Bungin, Burhan; Kodrat, David Sukardi
MIX: JURNAL ILMIAH MANAJEMEN Vol 15, No 3 (2025): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2025.v15i3.013

Abstract

Objectives: This research endeavors to explore the ethical ramifications when artificial intelligence is utilized in predictive marketing, especially regarding potential pitfalls like algorithmic bias, infringements on privacy, the deliberate manipulation of consumer actions, and the aggregation of market power, which may undermine fair business competition.Methodology: A qualitative methodology was adopted for this study, involving In-Depth Interviews (IDIs) with a total of eight informants. The participants, who were data analysts and digital marketers representing various industry sectors, were recruited using both purposive and snowball sampling techniques. Data gathering spanned a six-week period and was subjected to thematic analysis to identify the prominent themes and issues.Finding: Five main themes were found in this study: (1) the importance of fairness and non-discrimination in algorithms, (2) transparency in data governance, (3) protection of consumer privacy, (4) risk of behavioral manipulation, and (5) ethical implications of market share concentration by AI-based companies.Conclusion: While AI can improve marketing efficiency, its use also risks creating social injustice and lowering consumer trust. Therefore, continuous data audits, transparent algorithm development, and strong consumer protection regulations are needed to ensure fair, ethical, and sustainable application of AI.
Kelelahan Digital dan Kreativitas: Menyelidiki Peran Empowerment dalam Hubungan antara Digital Fatigue dan Kreativitas Khusuma, Sherly Amalia; Kodrat, David Sukardi
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i1.296

Abstract

Penelitian ini bertujuan untuk menelaah bagaimana digital fatigue memengaruhi kreativitas karyawan, dengan burnout berperan sebagai variabel mediasi dan psychological empowerment sebagai faktor moderasi tambahan. Penelitian difokuskan pada karyawan yang mengalami tuntutan kerja digital, seperti komunikasi di luar jam kerja dan penggunaan perangkat secara berkepanjangan. Desain penelitian yang digunakan bersifat kuantitatif, dengan kuesioner terstruktur menggunakan skala Likert yang disebarkan kepada karyawan di beberapa organisasi terpilih. Data dianalisis menggunakan Structural Equation Modelling (SEM) melalui AMOS untuk menilai hubungan langsung, tidak langsung, dan moderasi antar variabel. Hasil penelitian menunjukkan bahwa digital fatigue secara signifikan meningkatkan burnout, yang selanjutnya berdampak negatif pada kreativitas karyawan. Psychological empowerment berperan sebagai moderator yang menahan dampak burnout terhadap kreativitas, menekankan perannya dalam mengurangi konsekuensi negatif digital fatigue. Penelitian ini memperjelas bagaimana digital fatigue menurunkan kreativitas dan menekankan psychological empowerment sebagai faktor internal penting. Secara nyata, temuan ini mendorong organisasi untuk membatasi beban komunikasi digital dan memperkuat empowerment agar kreativitas karyawan tetap terjaga.
Kesiapan Implementasi Lean Manufacturing: Peran Budaya Organisasi dan Adopsi Teknologi Wardhana, Tri Yogi; Sutrisno, Timotius FCW; Kodrat, David Sukardi; Andrina, Anak Agung Ayu Puty
Journal of Economics and Management Scienties Volume 8 No. 2, March 2026
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i2.299

Abstract

Ketidaksesuaian antara pemanfaatan teknologi dan konsistensi perbaikan proses sering kali menimbulkan kesenjangan antara investasi operasional dan hasil kinerja, sehingga penting untuk memahami bagaimana kesiapan budaya organisasi dan kapabilitas teknologi dapat diintegrasikan secara efektif guna mendukung perbaikan berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh budaya organisasi dan adopsi teknologi terhadap kesiapan implementasi lean manufacturing, serta dampaknya pada performa organisasi. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada karyawan PT Suprabakti Mandiri dengan purposive sampling technique, dan hasilnya dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa budaya organisasi berpengaruh terhadap kesiapan implementasi lean manufacturing, tetapi pengaruh langsungnya terhadap performa organisasi tidak signifikan dan lebih efektif melalui mediasi lean manufacturing. Adopsi teknologi juga berpengaruh terhadap kesiapan lean, sedangkan dampaknya terhadap kinerja organisasi secara langsung tidak signifikan tanpa integrasi lean. Lean manufacturing memiliki pengaruh paling kuat terhadap peningkatan performa organisasi, sehingga berperan sebagai penghubung antara budaya dan teknologi dengan hasil kinerja yang optimal. Temuan ini menekankan pentingnya integrasi budaya dan teknologi sebagai fondasi bagi implementasi lean yang efektif dalam meningkatkan kualitas produk, efisiensi operasional, dan ketepatan pengiriman di PT Suprabakti Mandiri.
Bahasa English Salsa, Brilliane; Kodrat, David Sukardi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 3 (2025): IJEBAR: Vol. 9, Issue 3, September 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18006

Abstract

This study aims to analyze the impact of Social Media Marketing and Influencer Endorsement on Consumer Purchase Decision, with Brand Awareness as a mediating variable, using the Theory of Planned Behavior (TPB) as the theoretical framework. TPB is applied to understand how attitudes, subjective norms, and perceived behavioral control influence consumer intentions and purchase decisions. The data were analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results show that Social Media Marketing and Influencer Endorsement do not have a direct effect on consumer purchase decisions. However, Brand Awareness has a positive and significant impact on purchase decisions. Furthermore, mediation analysis reveals that Social Media Marketing and Influencer Endorsement have a positive and significant effect on consumer purchase decisions through the mediating role of Brand Awareness.
Kapasitas Absorpsi sebagai Variabel Moderator dalam Perusahaan Logistik di Indonesia Osama Rizqi Amriyasaldi; Teofilus; Timotius Febry Christian Wahyu Sutrisno; David Sukardi Kodrat
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18368

Abstract

This study examines the role of Absorptive Capacity (ACAP) as a moderating factor in the relationship between Organizational Change Capability (OCC), Strategic Alliance (SA), and Sustainable Competitive Advantage (SCA) among logistics service companies in Indonesia. The research addresses the phenomenon where logistics firms, despite adopting change initiatives, often struggle to transform learning capability into effective alliances that secure long-term competitiveness. Using a quantitative survey, the findings reveal that learning capability within OCC does not directly drive strategic alliances, yet alliances remain a significant pathway toward achieving sustainable competitive advantage. Importantly, ACAP strengthens these relationships by enabling organizations to acquire, assimilate, and exploit external knowledge more effectively. This suggests that logistics firms need to build strong absorptive mechanisms to transform knowledge into collaborative advantage. The study is limited by its relatively small sample size and its focus on logistics companies in major Indonesian cities, which may restrict the generalizability of results to other sectors or regions. Despite this limitation, the research contributes to the understanding of how ACAP supports inter-organizational collaboration, offering insights for managers seeking to enhance strategic partnerships and maintain competitiveness in a dynamic business environment.
ANALYSIS OF DETERMINANTS INFLUENCING PREMIUM PRICING OF GUEST HOUSES IN WEST DENPASAR, BALI Eko Wahyudi; David Sukardi Kodrat; Eric Harianto; Yuli Kartika Dewi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18482

Abstract

This study aims to test the hypothesis regarding the variables that form premium pricing for guesthouses in West Denpasar, Bali. The theories applied in this research are service marketing theory, with an in-depth analysis of the Flower of Services and Shostack’s Molecular Model. The study employs Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Data was collected through the distribution of structured questionnaires. The population of this study consists of visitors to Andakasa Residence guesthouse during the 2022-2023 period, totaling 178 individuals. The sample size was 124 respondents, determined through probability sampling using the simple random sampling technique with a 5% margin of error. The results indicate that the indicators Information, Hospitality, Safekeeping, Exceptions, Essential Evidence, Distribution Strategy, Pricing Strategy, and Service Elements contribute to premium pricing. In contrast, Order Taking, Billing, Payment, Consultation, Advertising Strategy, and Product Elements do not form premium pricing for guesthouses in West Denpasar, Bali. It is hoped that these findings can provide insights for guesthouse owners in West Denpasar, particularly Andakasa Residence, to improve their services and establish premium pricing based on the variables examined in this study.
WORKING CONDITIONS AND GIG WORKERS’ PARTICIPATION: THE ROLE OF EMPLOYMENT STATUS AND LITERACY Wibowo, Wibowo; Kodrat, David
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 1 (2026): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i1.39111

Abstract

This study examines how working conditions influence gig workers’ participation in employment social security programs. Using a quantitative explanatory survey, it analyzes the effects of income level, working hours, and order stability on participation, with employment relationship status as a mediating variable and financial literacy and social security literacy as moderating variables. Data were collected from 300 gig workers engaged in ride-hailing, food delivery, and logistics platforms through purposive sampling. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to test direct, indirect, and moderating effects simultaneously. The findings show that income, working hours, and order stability significantly affect employment relationship status, which in turn positively influences social security participation. Financial literacy strengthens this relationship, whereas social security literacy does not show a moderating effect. Overall, the results highlight the importance of employment clarity and financial capability in expanding gig workers’ social protection inclusion.
The Impact of Dental Health Service Quality and Innovative Entrepreneurial Orientation on Business Performance in Dental Clinics: A Resource-Based View Framework Nina Agustin Chrystinasari; Murpin Josua Sembiring; David Sukardi Kodrat
JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Vol. 11 No. 1 (2026): February-April 2026, Saintek, Soial and Humanities
Publisher : Universitas Syiah Kuala and Collaboration Yayasan Yusda Edu Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/sejarah.v11i1.408

Abstract

This study examines the effects of dental health service quality and innovative entrepreneurship orientation on business performance in dental clinics in the Greater Malang area. A quantitative survey was conducted with 39 respondents, including clinic managers and professionals familiar with clinic operations. Data were analyzed using Structural Equation Modeling (SEM). Results show that dental health service quality significantly impacts business performance through structure, process, and service outcome dimensions. Innovative entrepreneurship orientation also positively affects performance through innovativeness, proactivity, and risk-taking, facilitating strategic adaptation to healthcare market dynamics. The findings underscore the importance of integrating high-quality dental services with innovative entrepreneurship to enhance competitiveness and sustainability. This study contributes theoretically to the Resource-Based View and offers practical guidance for clinic managers in improving business performance through service excellence and innovation.
Location and Brand Image Outshine Price in Homebuyer Decisions in Indonesia: Lokasi dan Citra Merek Mengalahkan Harga dalam Keputusan Pembeli Rumah di Indonesia Dian Ramadhani; David Sukardi Kodrat
Academia Open Vol. 9 No. 2 (2024): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.9.2024.9155

Abstract

General Background: The increasing population in Medan has led to a rising demand for housing, prompting competition among companies to provide secure and comfortable upper-middle-class residences. Specific Background: Citraland Helvetia serves as a case study to understand the dominant factors influencing consumer decisions in purchasing homes. This study specifically investigates whether price, location, promotion, brand image, and facilities significantly impact the purchase decisions at Citraland Helvetia. Knowledge Gap: Previous research has not conclusively identified which factors are most influential during the product launch phase for residential properties in this region. Aims: This study aims to identify the dominant factors affecting consumer purchasing decisions during the product launch of Citraland Helvetia, focusing on location, brand image, and price. Results: The study found that location and brand image are the two most influential factors in the decision-making process, while price has a significant impact but is not as dominant. Promotion and facilities also positively influence purchasing decisions. Novelty: The research provides empirical evidence highlighting the critical role of location and brand image over price during the initial launch phase, which contrasts with the common perception that price is the primary determinant. Implications: These findings suggest that developers should prioritize strategic location selection and strong brand image development to attract buyers. Enhancing these elements can lead to better consumer satisfaction and potentially higher investment returns. The study's insights can inform future urban development and marketing strategies in the housing sector, particularly in emerging urban areas like Medan. Highlights: Dominant Factors: Location and brand image drive home purchase decisions. Price Impact: Less significant during initial product launch phase. Strategic Focus: Prioritize location and brand image for buyer attraction. Keywords: Housing demand, Medan, Consumer decision, Location, Brand image
Co-Authors Adhitya Ginting Alexander, Juan Richard Ali Sidiq Muntaha Andarina, Deansha Ghaisani Andrina, A.A.A Puty Andrina, Anak Agung Ayu Puty Angelyn Angelyn Angga Istighfar Antonio Nicolas Antonius Yansen Suryadarma Ariesta Andriani, Nathania Disa Aristya, Tania Benediktus Derry Galista Burhan Bungin Candy Junior Herlambang Christian Herdinata Christian Herdinata Damelina B. Tambunan Damelina Basauli Tambunan Denpharanto Agung Krisprimandoyo Dewi Mayasari Dewi, Melinda Alfiani Rosida Dian Ramadhani Edrick Gian Gunawan Eko Wahyudi Eric Harianto Evan Johan Fanny Tanzilia, May Faradiba, Dimarta Gonaldy, Vincent Aurelius Gunawan Adi Prayogo Handijaya, Elizabeth Maeko Cyrilla Hanna Tabita Hasianna Silitonga Harsono, Bernardus Danny Hartono, Alexander Hartono Hindarto, Paulus Hutomo Setia Budi I Gusti Bagus Yosia Wiryakusuma Imelda Ritunga Isadora Elgina Pramana Iswati Iswati J.E. Sutanto Jaya, Arip Pauzan JE Sutanto Juan Richard Alexander Khusuma, Sherly Amalia Latif, Nashrudin Lidya Handayani Ma'ruf Nidhomuddin Madina, Nur Martinus Calvin Saputra Melinda Alfiani Rosida Dewi Minarni Wartiningsih Muhammad Yusri Ali Murpin Josua Sembiring Nazila, Qahira Nina Agustin Chrystinasari Osama Rizqi Amriyasaldi Pieter Sahertian Pramana, Isadora Elgina Prameswari, Gita Radiany, Ade Asria Ramadhani, Dian Reinaldo Ryan Rosida Dewi, Melinda Alfiani Salsa, Brilliane Sean, Jeremy Ernesto Sofyan Kurniawan, Widya Arif Sugiyatmi, Tri Astuti Sutanto, J.E.Sutanto Sutrisno, Timotius F.C.W. Sutrisno, Timotius FCW Tatas H.P. Brotosudarmo Teofilus Timotius Febry Christian Wahyu Sutrisno Tina Melinda Tina Melinda Tommy Christian Efrata Umiati Jawas Viena, Windi Clara Wardhana, Tri Yogi Welly Trilaksono Wendra Hartono Wibowo Wibowo Wibowo, Eri Yuli Kartika Dewi