Article Per Year (5 Year)
p-Index From 2021 - 2026
2.374
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Bisnis Pro Bisnis JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Logika : Jurnal Penelitian Universitas Kuningan EKO-REGIONAL JURNAL PENGEMBANGAN EKONOMI WILAYAH EKUITAS (Jurnal Ekonomi dan Keuangan) Performance JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI JBIMA (Jurnal Bisnis dan Manajemen) Soedirman Economics Education Journal International Journal Of Science, Technology & Management (IJSTM) Jurnal Manajemen dan Pemasaran Jasa Jurnal Pengabdian Bisnis dan Akuntansi Soedirman Jurnal Ekonomi, Bisnis, dan Akuntansi JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi
Lusi Suwandari
Fakultas Ekonomi Dan Bisnis Universitas Jenderal Soedirman, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

Published : 23 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 23 Documents
Search

 1   2   3 
Achieving Marketing Performance through Orientation Innovation and Entrepreneurial Orientation Karnowati, Nandang Bekti; Sudarto, Sudarto; Suwandari, Lusi; Prakoso, Fajar Adi; Apriandi, Devy Widya
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.19086

Abstract

Research aims: The purpose of this study is to examine the connection between innovation orientation (IO) and entrepreneurial orientation (EO) and its role in mediating marketing orientation (MO) to achieve marketing performance (MP), specifically focusing on MSMEs in the culinary sector in Banyumas, Purbalingga, Cilacap, and Kebumen (Barlingmascakeb).Design/Methodology/Approach: Data were collected from 100 food industry businesses in Barlingmascakeb. Structural equation modeling (SEM) was used utilizing Smart PLS to analyze data.Research findings: The results demonstrated that innovation orientation had a positive effect on entrepreneurial orientation and marketing performance. EO, which mediated the relationship between IO and MP, acted as a partial mediator. RBV is still a relevant theory for MSMEs, where organizational resources are assets that need to be managed and become superior to expand in a dynamic market. The research findings also support the MBV theory, where the market is a necessary factor to be considered by MSMEs in business and entrepreneurial decision-making. RBV and MBV actually complement each other and have an important role in influencing marketing performance.Theoretical contribution/Originality: This study contributes to the management study literature, which has built an empirical model that encourages MSME marketing performance by investigating the relationship between IO, EO, and MO to support MSME marketing performance.Practitioners/Policy Implications: This study provides insight into culinary MSME entrepreneurs to focus on innovation orientation and not ignore market orientation as a supporter of innovation and marketing performance.Research Limitations/Implications: This research only focused on MSMEs in the culinary sector, so generalizations and findings were limited. Therefore, future studies are expected to combine larger and more diverse samples.
From Human-like Brands to Positive Consumer Attitudes: Applying Self-Congruence Theory to Brand Anthropomorphism and Personality Widyaningrum, Firda Amalia; Suwandari, Lusi
Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi Vol. 24 No. 1 (2025): Fokus Bisnis (On Process)
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/2r3syb55

Abstract

This study examines how brand anthropomorphism influences consumers’ positive attitudes toward brands, directly and through the mediating role of brand personality, based on the self-congruence theory. Using a quantitative survey method, data were collected from 231 respondents familiar with brands employing anthropomorphic strategies, such as Wizz Mie, Roti’O, Hokben, and Starbucks. Respondents had purchased from the brands more than three times and followed their social media accounts. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that anthropomorphism significantly influences brand personality, and both directly and indirectly enhances consumers’ positive attitudes. Brand personality plays a partial mediating role, showing that consumers evaluate brands more positively when they perceive human-like traits that align with their self-concept. These insights highlight the importance of incorporating anthropomorphic elements in brand communication to strengthen emotional connections and improve brand perception.
The Influence of Quality Perception, Price Fairness, Brand Experience, and Accessibility to Repurchase Interest (Study on Consumer Chatime in Purwokerto) Hakim, Naufal; Suwandari, Lusi; Nawarini, Alisa Tri
Jurnal Akuntansi, Manajemen dan Ekonomi Vol 22 No 1 (2020): Januari - Maret 2020
Publisher : Faculty of Economics and Business, Jenderal Soedirman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jame.2020.22.1.2818

Abstract

The purpose of this study is to identify and analyze the effect of perceived quality, price fairness, brand experience, and accessibility towards repurchase intention. The sample in this study is 107 respondents who are the customer of Chatime Purwokerto. The determination of the sample used purposive sampling method. The data was analyze using multiple regression analysis. The result of this study indicates that perceived quality, price fairness, and brand experience affects on repurchase intention partially. While, price fairness have no affect on repurchase intention. The adjusted coefficient of determination R Square is 0,407, which means that perceived quality, price fairness, brand experience, and accessibility are affects on repurchase intention by 44,7%, while remaining 59,3% is affected by other variables that not examined in this study. The most dominant influence variable in this study is brand experience.
Co-Authors Adi Indrayanto Agus Suroso Alisa Tri Nawarini Alisa Tri Nawarini, Alisa Tri Anindhiya Setyaningrum Apriandi, Devy Widya Arif Rahman Husain Benny Wantoko Chandra Suparno Devy Widya Apriandi Dian Purnomo Jati Fajar Adi Prakoso Hakim, Naufal Indyastuti, Devani Laksmi Krisnhoe Rachmi Fitrijati Kurniasih, Retno Larisa Pradisti Larisa Pradisti Meutia Karunia Dewi Monica Rosiana Najmudin Nandang Bekti Karnowati Nandang Bekti Karnowati Naufal Hakim Nur Choirul Afif Nurhasanah, Dwi Pradisti, Larisa Prakoso, Fajar adi Raden Mohamad Herdian Bhakti Romadoniyah Romadoniyah Sudarto Sudarto Suliyanto Suliyanto Tatang Rois Wevi Nugraha Widiya Avianti Widyaningrum, Firda Amalia