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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 JBTI : Jurnal Bisnis : Teori dan Implementasi MIX : Jurnal Ilmiah Manajemen International Journal of Artificial Intelligence Research Jurnal Pendidikan Ekonomi & Bisnis 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 (JEE) MABIS: Manajemen dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ekonomi Manajemen Sistem Informasi Business Management Journal Program Studi Manajemen Al-Kharaj: Journal of Islamic Economic and Business Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Community Engagement and Emergence Journal (CEEJ) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN 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 Bulletin of Community Engagement Journal of Islamic Education Management BanKu: Jurnal Perbankan dan Keuangan Journal of Management and Social Sciences Inkubis: Jurnal Ekonomi dan Bisnis Journal Community Service Consortium Equivalent: Jurnal Ilmiah Sosial Teknik Journal of Economics and Management Scienties JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah International Journal of Review Management Business and Entrepreneurship (RMBE) Vifada Management and Social Sciences International Research Journal of Business Studies JHSS (Journal of Humanities and Social Studies) Academia Open
David Sukardi Kodrat
Universitas Ciputra Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics 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.
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.
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
Entrepreneurship and ESG Convergence: Improving Business Performance in Emerging Markets Martinus Calvin Saputra; Christian Herdinata; Damelina Basauli Tambunan; David Sukardi Kodrat; Tommy Christian Efrata
MIX: JURNAL ILMIAH MANAJEMEN Vol 16, No 1 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i1.007

Abstract

Objectives: This study aims to examine the relationship between entrepreneurial orientation (EO), environmental, social and governance (ESG), and corporate business performance (CBP) in multinational companies operating in Indonesia.Methodology: The research method used is quantitative. This data was obtained from 50 managers who completed the survey through Google Forms. The collected data is analyzed using PLS to verify the relationships between variables.Findings: Results show that EO and ESG investments increase GST positively and significantly. In addition, ESG investments can also act as intermediaries that reinforce the positive effects of executive orders on GST.Conclusion: This study shows that multinational companies in developing countries increase profits while supporting sustainability goals. This can be achieved by aligning the company's innovation strategy with ESG principles. Businesses must not only have profits but also the ability to create sustainable long-term growth. In addition, the results of this study can also serve as practical guidance for business leaders and policymakers in encouraging sustainable development and strengthening entrepreneurship.
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
Bulletin of Community Engagement Vol. 6 No. 2 (2026): Bulletin of Community Engagement
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/bce.v6i2.2584

Abstract

This study investigates the impact of dental healthcare service quality and innovative entrepreneurial orientation on the business performance of dental clinics in the Greater Malang region. A quantitative research design was applied through a survey involving 39 respondents, including clinic managers, dentists, and professionals knowledgeable about clinic management and operations. The collected data were analyzed using Structural Equation Modeling (SEM) to evaluate the relationships among the study variables systematically and accurately. The findings reveal that dental service quality significantly contributes to improving clinic business performance through service structure, service processes, and patient outcomes. Better service quality enhances patient satisfaction, strengthens customer loyalty, and supports sustainable business growth. Furthermore, innovative entrepreneurial orientation was found to positively influence clinic performance. This orientation is reflected in the clinics’ ability to develop innovations, respond proactively to market changes, and take strategic risks in a competitive healthcare environment. The study also highlights that innovative entrepreneurship enables clinics to adapt their business strategies to the rapidly changing healthcare market. Innovation in both healthcare services and managerial practices helps clinics improve competitiveness and maintain long-term sustainability. Overall, the research emphasizes that combining high-quality dental services with innovative entrepreneurial practices plays a crucial role in optimizing business performance and sustaining competitive advantage in the dental healthcare industry.
Digital Marketing Strategies In Attracting Generation Z Students At Private University Yaser Arafat; Thomas Stefanus Kaihatu; David Sukardi Kodrat
Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) Vol. 13 No. 02 (2025): Jurnal Pendidikan Ekonomi & Bisnis (DOAJ & SINTA 2 Indexed) (In-Press)
Publisher : Faculty of Economics, Universitas Negeri Indonesia,Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JPEB.013.2.6

Abstract

This study examines how digital marketing strategies influence Generation Z's enrollment intentions at Indonesian private universities through the Theory of Planned Behavior framework. Data collected from 212 Generation Z respondents across five major Indonesian cities were analyzed using PLS-SEM. Results reveal that Generation Z characteristics significantly influence enrollment intentions with digital marketing emerging as the strongest direct predictor. Contrary to conventional expectations, brand image demonstrated a negative relationship with enrollment intentions. Digital marketing positively moderates the relationship between Generation Z characteristics and enrollment intentions, while brand image exhibits a negative moderation effect. The model demonstrated substantial explanatory power, effectively capturing key determinants of enrollment decisions. These findings suggest a paradigm shift in higher education marketing for Generation Z, where authentic digital engagement outperforms traditional reputation-based approaches. High factor loadings for digital information sources, visual content, social media advertising, and direct digital interaction highlight specific aspects of digital marketing most valued by Generation Z. This research contributes both theoretical insights into digital-native decision-making and practical guidance for higher education institutions developing effective recruitment strategies in Indonesia's competitive educational landscape.  
Co-Authors Adhitya Ginting Alexander, Juan Richard Ali Sidiq Muntaha Anak Agung Ayu Puty Andrina Andarina, Deansha Ghaisani Andrina, A.A.A Puty Angelyn Angelyn Angga Istighfar Antonio Nicolas Antonius Yansen Suryadarma Ariesta Andriani, Nathania Disa Arip Pauzan Jaya Aristya, Tania Ayulita Purnama Sari Benediktus Derry Galista Benny Irawan Burhan Bungin Burhan Bungin Candy Junior Herlambang Christian Herdinata Christian Herdinata Cipta Canggih Perdana Cipta Canggih Perdana Damelina B. Tambunan Damelina Basauli Tambuna Damelina Basauli Tambunan Denpharanto Agung Krisprimandoyo Dewi Mayasari Dewi, Melinda Alfiani Rosida Dhafin Fathur Rozi Dian Ramadhani Edrick Gian Gunawan Eko Wahyudi Elsima Nainggolan Eric Harianto Evan Johan Faradiba, Dimarta Fiosandi Rizky Novalino Fulgentius Danardana Murwani Gonaldy, Vincent Aurelius Gunawan Adi Prayogo Handijaya, Elizabeth Maeko Cyrilla Hanna Tabita Hasianna Silitonga Harsono, Bernardus Danny Hartono Tjong Hartono, Alexander Hartono Hermeindito Hermeindito Hindarto, Paulus Hutomo Setia Budi I Gusti Bagus Yosia Wiryakusuma Imelda Ritunga Isadora Elgina Pramana Iswati Iswati J.E. Sutanto J.E. Sutanto Jaya, Arip Pauzan Juan Richard Alexander Khusuma, Sherly Amalia Lala Setiany Wee Latif, Nashrudin Lidya Handayani Lukman Priyo Sembodo Ma'ruf Nidhomuddin Madina, Nur Martinus Calvin Saputra Melinda Alfiani Rosida Dewi Melinda Alfiani Rosida Dewi Metta Padmalia Minarni Wartiningsih Muhammad Yusri Ali Murpin Josua Sembiring Naomi Endah Pratiwi Narayanasandhy, I Wayan M. Dhamma Nashrudin Latif Nazila, Qahira Nina Agustin Chrystinasari Osama Rizqi Amriyasaldi Pieter Sahertian Pramana, Isadora Elgina Prameswari, Gita Radiany, Ade Asria Ramadhani, Dian Reinaldo Ryan Riyanti Hamdani Rosida Dewi, Melinda Alfiani Sean, Jeremy Ernesto Sofyan Kurniawan, Widya Arif Sugiyatmi, Tri Astuti Sutanto, J.E.Sutanto Sutrisno, Timotius F.C.W. Sutrisno, Timotius FCW Sutrisno, Timotius FCW Sutrisno, Timotius Febry Christian Wahyu Sutrisno Tanzilia, May Fanny Tatas H.P. Brotosudarmo Teofilus Thomas Stefanus Kaihatu Tina Melinda Tina Melinda Tommy Christian Efrata Tri Yogi Wardhana Umiati Jawas Viena, Windi Clara Welly Trilaksono Wendra Hartono Wibowo Wibowo Wibowo, Eri Wirawan ED Radianto Yaser Arafat Yuli Kartika Dewi