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The Role of Competitive Advantage Mediates Entrepreneurial Orientation and Product Innovation on Marketing Performance Sudirjo, Frans; Sulistiyani, Sulistiyani
Jurnal Manajemen Industri dan Logistik Vol. 7 No. 1 (2023): May 2023
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v7i1.1141

Abstract

The purpose of this study is to analyze the entrepreneurial orientation partially affects competitive advantage. The entrepreneurial orientation and product innovation simultaneously affect competitive advantage, and competitive advantage partially affects marketing performance. This study uses saturated sampling with a total sample of 107 lubricating oil managers in the city of Semarang. The data analysis technique in this study uses path analysis techniques, with the help of the Statistical Package for Service Solution (SPSS) program 22. The results show that entrepreneurial orientation partially has a positive and insignificant effect on competitive advantage, product innovation partially has a positive and significant effect on competitive advantage, entrepreneurial orientation and product innovation simultaneously have a positive and significant effect on competitive advantage, competitive advantage partially affects marketing performance.
Company Performance Analysis with Organizational Learning as a Mediating Variable Studies on the Metal Industry in Kramat District, Tegal Regency hutomo, prihatin tiyanto priagung; Sudirjo, Frans
Jurnal Manajemen Industri dan Logistik Vol. 7 No. 2 (2023): November 2023
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v7i2.1264

Abstract

The metal industry in the Tegal city  experiences a severe shock because of  technological disruption and the Covid 19 pandemic. However,  the metal industry experiences an organizational learning process  and some of the industries are still surviving today. This study aimed  to determine the effect of Employee Engagement, Knowledge Management and Organizational Learning on the Performance of the Metal Industry in Tegal Regency, especially in Kramat District, Central Java. The population in this study was  the metal industry with a total of 121 units with a total workforce of 382 people. Samples were taken by random purposive sampling technique amounting to 78 respondents. The data analysis method used AMOS with PLS Version 3. The results of the study found that Employee Engagement, Knowledge Management, and Organizational Learning simultaneously had  a significant effect on organizational performance. Partially, Employee Engagement had  a negative and insignificant effect on Organizational Learning and Organizational Performance. Knowledge Management had  a positive and significant effect on Organizational Learning. Organizational learning has a positive effect on organizational performance. However, Organizational Learning was  not able to Mediate Employee Engagement on Organizational Performance.
Application of Omnichannel Strategy and Content Personalization to Customer Loyalty in the Fashion Retail Industry in Makassar Sudirjo, Frans; Saununu, Siska Jeanete; Harahapi, Taufik
West Science Interdisciplinary Studies Vol. 2 No. 10 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i10.1381

Abstract

This study explores the impact of an omnichannel strategy and content personalization on customer loyalty in the fashion retail industry in Makassar. Using a quantitative approach, data were collected from 60 respondents through a structured questionnaire and analyzed using SPSS version 26. The study measured the relationships between omnichannel strategy, content personalization, and customer loyalty using a Likert scale (1-5). Results from Pearson correlation and multiple regression analyses indicated significant positive relationships between omnichannel strategy and customer loyalty (r = 0.72, p < 0.01) as well as content personalization and customer loyalty (r = 0.68, p < 0.01). The regression model explained 62% of the variance in customer loyalty, confirming the combined influence of these strategies on fostering customer retention. The findings suggest that fashion retailers in Makassar can enhance customer loyalty by offering seamless omnichannel experiences and personalized content that meets individual preferences.
The Role of Food Distribution System and Product Innovation on Availability and Affordability of Functional Food in Sukabumi District Sudirjo, Frans; Lubis, Mitra Musika; Priyana, Yana
West Science Interdisciplinary Studies Vol. 2 No. 11 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i11.1449

Abstract

This study examines the role of the food distribution system and product innovation in enhancing the availability and affordability of functional foods in Sukabumi District. Using a quantitative approach, data were collected from 170 respondents through a structured questionnaire employing a Likert scale of 1 to 5. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was utilized to analyze the relationships between variables. The results reveal that the food distribution system has a strong positive effect on affordability and a moderate effect on availability, while product innovation significantly impacts both affordability and availability, with a stronger influence on the latter. The combined explanatory power for affordability and availability demonstrates the critical interplay between distribution efficiency and innovation in ensuring functional food accessibility. These findings provide actionable insights for policymakers, producers, and distributors to address logistical and innovation-related challenges, thereby promoting sustainable food systems in the region.
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND AWARENESS ON CAFE YUMA BANDUNG PURCHASE DECISIONS Frans Sudirjo; I Nyoman Tri Sutaguna; Endang Silaningsih; Farida Akbarina; Muhammad Yusuf
Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 2 No. 3 (2023): Juli : Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/inisiatif.v2i3.989

Abstract

This study employs quantitative and descriptive methods." Customers of Cafe Yuma Bandung make up the majority of the research sample. This survey comprises a sample of Cafe Yuma Bandung customers who are at least 18 years old, have social media profiles, and are familiar with the cafe. Yuma Bandung on social media Purposive sampling was utilised to acquire data, and 89 participants took the survey. This number exceeds the required value of 0.70, indicating that the research findings are trustworthy. The overall reliability test resulted in a score of 0.902 for each of the social media marketing variables (X1), 0.874 for brand awareness (X2), and 0.902 for purchasing decisions (X3). This study included a quantitative descriptive research design, descriptive statistics, and PLS analysis. According to the findings of the study, social media marketing has a favourable and significant impact on purchasing decisions. Keyword: Social Media Marketing, Brand Awareness, Keputusan Pembelian This study employs quantitative and descriptive methods." Customers of Cafe Yuma Bandung make up the majority of the research sample. This survey comprises a sample of Cafe Yuma Bandung customers who are at least 18 years old, have social media profiles, and are familiar with the cafe. Yuma Bandung on social media Purposive sampling was utilised to acquire data, and 89 participants took the survey. This number exceeds the required value of 0.70, indicating that the research findings are trustworthy. The overall reliability test resulted in a score of 0.902 for each of the social media marketing variables (X1), 0.874 for brand awareness (X2), and 0.902 for purchasing decisions (X3). This study included a quantitative descriptive research design, descriptive statistics, and PLS analysis. According to the findings of the study, social media marketing has a favourable and significant impact on purchasing decisions.
The Influence of Brand Image, Information Quality and Celebrity Endorsers on Purchasing Decisions on Instragram Frans Sudirjo; Ridwansyah Ridwansyah; Tessa Handra; Maria Assumpta Wikantari; Aat Ruchiat Nugraha
International Journal of Economics Development Research (IJEDR) Vol. 4 No. 4 (2023): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.4632

Abstract

Nowadays, the development of technology is increasingly advanced, many business people use digital platforms as marketing strategy tools. Social media is now used to introduce a product or service from a company, organization, or government. Along with the development of technology and information, nowadays many online shops have sprung up in various groups, from teenagers to adults. One of the local companies that uses Instagram social media to spread information about their company's products is Erigo. This study aims to analyze and examine the influencing factors of brand image, information quality and celebrity endorser on purchasing decisions of Erigo Brand products in Instagram. The method of research is using the quantitative and regression analysis. The sampling method used purposive sampling and the number of samples used in this study amounted to 80 respondents The source was the distribution of online questionnaires via WhatsApp to customers who had purchased Erigo brand products through Instagram. The data were analyzed with IBM SPSS version 22 and was carried out by several tests such as validity test, reliability test, classic assumption test, linear regression analysis and coefficient of determination test. The results of this study indicate that the brand image, information quality and celebrity endorser have a significant and positive effect partially or simultaneously on purchasing decisions of Erigo brand products. Meanwhile, brand trust can provide the most dominant influence on purchasing decisions of Erigo brand products.  
Antam Marketing Mix Strategy Group Frans Sudirjo; I Nyoman Tri Sutaguna; Kaharuddin Kaharuddin; Arief Yanto Rukmana; Betty Rahayu
Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 1 No. 4 (2023): Oktober : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/wawasan.v1i4.1259

Abstract

As a result, the goal of this article is to examine the marketing mix used by Antam's Padjadjaran Branch Group to market gold savings products, to evaluate the limitations and challenges faced by the marketing mix within the Antam Group Pajajaran Branch, and to develop marketing strategy recommendations to address both internal and external challenges encountered during the process of marketing gold savings products at the Antam Group Pajajaran Branch. Data for this study was acquired through interviews, observations, and recording using a qualitative descriptive methodology. The Antam Pajajaran Group Branch Managers, the Antam Pajajaran Branch Group Marketing Department, and the Gold Savings Products Pajajaran Bandung Branch's clients served as the study's informants. This study used the marketing mix theory as a guide. The study's conclusions include the marketing tactics used by Antam Group's Pajajaran Branch, which apply segmentation, targeting, and positioning principles, as well as the marketing mix, which includes product, price, place, promotion, people, processes, and facilities.
Pendekatan Strategi Pemasaran NFT untuk Meningkatkan Kesadaran Konsumen dan Mendorong Tindakan dalam Lingkungan Kripto di Indonesia Sudirjo, Frans; Enzovani, Senna; Desembrianita, Eva
Jurnal Bisnisman : Riset Bisnis dan Manajemen Vol 5 No 2 (2023): Jurnal Bisnisman : Riset Bisnis dan Manajemen
Publisher : Universitas Nusa Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52005/bisnisman.v5i2.158

Abstract

This research investigates the impact of NFT marketing strategies on consumer awareness and action in the Indonesian crypto environment. A mixed methods approach was used, combining quantitative surveys and qualitative interviews. Quantitative results revealed that marketing strategies, including celebrity endorsements and digital art exhibitions, played an important role in raising awareness of NFTs, with approximately 45% of participants citing influential marketing campaigns. Qualitative findings underscored the importance of cultural factors, such as respecting cultural symbols and traditions, in shaping perceptions of NFTs. Challenges include the need for clearer regulations and addressing environmental concerns, while opportunities lie in fostering local NFT communities and supporting emerging artists. This study contributes valuable insights for industry stakeholders looking to navigate the Indonesian NFT landscape.
Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives Frans Sudirjo; Carl C.G. Dizon; Ana Rusmardiana; Asep Deni; H Hantono
Jurnal Studi Komunikasi Vol. 8 No. 1 (2024)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v8i1.8052

Abstract

Abstract In recent years, corporations' sustainable marketing practices have gone beyond just selling mere products or services and present significant challenges. This study examines the moral, ethical, and practical challenges encountered by sustainable marketing, specifically from the standpoint of business communication. This research explains the notion of sustainable marketing and discerns its ethical dilemmas by examining the current body of scholarly literature. The discussion focuses on stakeholder theory, ethical consumerism, and communication theories. The study employs a qualitative research methodology, gathering data through comprehensive interviews and case analysis. The participants comprise marketing professionals, consumers, and companies that place sustainability as a top priority. The findings illustrate that organisations face many moral and ethical challenges while creating and executing sustainable marketing strategies. For example, challenges arise when trying to balance the desire for genuineness and openness and the success of marketing communications, as well as conflicts between moral evaluations and business goals. These challenges substantially impact the company's communication strategy, as they are directly connected to consumer trust and brand image. This study offers valuable insights for companies creating and implementing sustainable marketing strategies. It highlights the crucial role of managing moral and ethical factors to achieve long-term success. Moreover, the discoveries can aid policymakers and regulatory agencies formulate criteria and recommendations to foster sustainable corporate practices.
ANALYSIS OF BRAND IMAGE AND PRICE IMPACT ON BUYING BEHAVIOR AT BU IMAS BANDUNG RESTAURANT Frans Sudirjo; Geofakta Razali; Dian Indah Sari; I Nyoman Tri Sutaguna; Muhammad Yusuf
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 2 No. 2 (2023): Juni : Digital Bisnis : Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v2i2.1025

Abstract

This study aims to examine how brand perception and price influence patrons' decisions at the Bu Imas Bandung restaurant. For three (three) months, from December 2022 to December 2022, this study was conducted. In this investigation, non-probability sampling was used. This survey has 95 respondents who had bought Mrs. Imas Bandung's items. The method used to collect data on brand image, pricing, and purchase decision variables was a questionnaire. The data analysis techniques used include partial hypothesis testing, or t tests, descriptive analyses, normality tests, validity tests, and reliability tests. The descriptive analysis's findings for elements influencing brand image, pricing, and purchasing behavior are in the "very good" range. Brand image and pricing considerably and favorably influence consumer choice at the Bu Imas Bandung restaurant, according to partial correlation research. It has a positive and significant influence on purchasing decisions made at the Bu Imas Bandung restaurant based on the concurrent study of brand image and price.
Co-Authors Aat Ruchiat Nugraha Abu Muna Almaududi Ausat Abu Muna Almaududi Ausat Adriansyah Ekaputra Agung Widarman Agus Nurofik Ahmad Buchori Ahmad Yani, David Ainil Mardiah Akmal Abdullah Aldila Septiana, Aldila Alfa Santoso Budiwidjojo Putra Ambar Kusuma Astuti Amrin Amrin Ana Rusmardiana Andi Muh Akbar Saputra Andreas Tigor Oktaga, Andreas Andriya Risdwiyanto Andy Ismail Annisa Risqi Sulistya Kusuma Wardhani Apri Wahyudi Apriyanto, Apriyanto Ar Rakhman Awaludin, Aulia Ari Apriani Arief Yanto Rukmana Arief Yanto Rukmana Arief, Ilham Arifai Ilyas Arnes Yuli Vandika Arnold Sultantio Hutabarat Asep Deni Asnawati Asri Ady Bakri Astutik, Wahyuni Sri Baso, Andi Sabirin Basuki Toto Rahmanto Betty Rahayu Bilgies, Ana Fitriyatul Binsar Kristian Panjaitan, Feliks Anggia Budi Utama, Ahmad Nur Budi Utami Budiarto, Balla Wahyu bunga aditi Careza Rizky Ayuningtyas Carl C.G. Dizon Catarina Cori Pradnya Paramita, Catarina Cori Pradnya Chairul Anam Chevy Herli Sumerli Dadang Suhardi Damara Gugat, Rudy Max Darmiono, Darmiono Desma Erica Maryati Manik Desty Febrian, Wenny Devy Sofyanty Dewa Oka Suparwata Dewi Endah Fajariana, Dewi Endah Diah Astuti, Enny Dian Artanti Arubusman Dian Indah Sari Didik Sugeng Widiarto Djakasaputra, Arifin Djoko Widagdo Dody Tarihoran Donny Dharmawan Dorkas Susana Dorkas Susana Edhie Budi Setiawan, Edhie Budi Egidius Fkun Eka Hendrayani Ekasari, Silvia Elizabeth Emanuel Bai Samuel Kase Endang Silaningsih Enzovani, Senna Erina Alimin Etty Sri Hertini Eva Desembrianita Fahrina Mustafa Faisal Abubakar Fajri, Muhammad Iqbal Farida Akbarina Faridah Faridah Fatmawati Sabur Fauzan, Tribowo Rachmat Fikri Maulana, Muhammad Flora Grace Putrianti Fredrik Warwer Galih Nugraha Geofakta Razali Ghalib Suprianto Ghalib Suprianto Gita Sugiyarti Grace Martha Geertruida Bororing H Hantono Hadi Nugroho, Isfauzi Hamid, Sainul Haqibul Mujib Harahapi, Taufik Hardayu, Audisty Prana Helmy Syamsuri Hendayani, Nenden Henny Dwijayani Hesti Eko Poerwaningrum Hilarius Wandan Hizbul Khootimah Azzaakiyyah I Nyoman Tri Sutaguna Ida Respatiningsih Ifadhila Ikbal Ilham Arief Imanirubiarko, Sabda Indarsyah Fitrah Tungkagi Indra Tjahyadi Indri Yani, Indri Irjanto, Bambang Iswahyu Pranawukir Ita Nurcholifah, Ita Iwan Harsono Iwan Joko Prasetyo Joko Ariawan Joko Riyanto Josua Sahala Judijanto, Loso Juliana, Juliana Juminawati, Sri Kadarsih Kaharuddin Kespandiar, Tengku Kesuma, Lucky Indra Kowey, Wylda Olivia Kunto Atmojo Kurniawan, Yohanes Jhony Kushariyadi Kusnadi, Iwan Henri La Mema Parandy Laksono Edhi Lukito Lamboy Sinaga, Victor Laratmase, Antonia Junianty LAUNTU, ANSIR Lely Indriani Lesmana, Tera Loso Judijanto Lubis, Mitra Musika Luckhy Natalia Anastasye Lotte Luh Komang Candra Dewi M Indre Wanof Magfira Mamonto Maria Assumpta Wikantari Marjuki Marjuki Martis, Andi Mas'ud Muhammadiah Meldi Manuhutu Miranti Pradipta Utami Misrofingah Moh. Zaini Mu'min, Halek Muhamad Ammar Muhtadi Muhamad Risal Tawil Muhammad Aqib Shafiq Muhammad Hasan Lubis Muhammad Hery Santoso Muhammad Lukman Hakim Muhammad Subhan Iswahyudi Muhammad Syafral MUHAMMAD YUSUF Muhammad Yusuf Muhtadi, Muhamad Ammar mulyadi ar Mulyadi Nur Munir Tubagus Munir Tubagus Musran Munizu Mustafa, Fahrina Muwafiqus Shobri Nailul, Muhammad Naim, Ifin Nana Hermana, Asep Nelvia Susmita Nurbakti, Rezky Nurchayati Nurchayati Nurhasanah, Dila Padila Nurlaili Rahmi Nurwijayanti Nuryati Solapari Osman, Isnawati PA. Andiena Nindya Putri Pahrijal, Rival Panjaitan, Feliks Anggia Binsar Kristian Parandy, La Mema Permadi, Indra Petrus Jacob Pattiasina Praja, Selvia Junita Pranata, Sudadi Prihatin Tiyanto Priyana, Yana Putri Ekaresty Haes Rachmadi Indrapraja Rahmat Joko Nugroho Rahmat Rahmat Ratna Tungga Dewa, Dominica Maria Ratnawati Dwi Putranti Honorata Ratnawati Ratnawati Ratnawita Ratnawita Ridwansyah Ridwansyah Riesna Apramilda Riko Mersandro Permana Rina Sovianti Rini Hadiyati Rini Novianti Robbani Romi Mesra Rony, Zahara Tussoleha Roza, Nelli Rubait Dasururi Saddam Hussaen Sagena, Unggul Samsul Ikhbar Sani, Indra Sari, Efti Novita Sarwo Hakim Saununu, Siska Jeanete Septianti Permatasari Palembang Setiyawan, Heri Setyo Oetomo, Dedy Siska Armawati Sufa Siti Nuridah Slamet Riyadi Solissa, Everhard Markiano Sonny Santosa Sudarsono , Sudarsono Suherlan Suherlan, Suherlan Sulistiyani SULISTIYANI SULISTIYANI Suparman, Ade Supriandi Supriandi, Supriandi Suroso, Amat Suryaningsih, Lilik Susanto Susanto Susatyo Adhi Pramono, Susatyo Adhi Suwarso, Bhaktiar Ghisa Syahrial Rachim Lubis Syamsu Rijal Syamsu Rijal Syarifuddin Syarifuddin Syarifuddin Syarifuddin Tanti Widia Nurdiani Tessa Handra Tirta Yoga Transistari, Ralina Triyantoro , Andri Umul Khasanah Usup, Usup Utami, Eva Yuniarti Vina Erdlan Noviani Vivid Violin Wa Ode Nur Ainun Wahyu Anugrah Manippi Wahyuningratna, Ratu Nadya Widarman, Agung Widia Nurdiani, Tanti Widyastuti Widyastuti Yana Priyana Yasir Riady Yulia Novita YULIANI Yuniarti Utami, Eva Yusuf Unggul Budiman Yusup, Yusup Zaenal Abidin Zahrotul Uyun Zainal Abidin Zunaidi, Arif Zunan Setiawan