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Pengaruh Komunikasi Visual dan Kualitas Pelayanan Terhadap Minat Masuk Mahasiswa Di Universitas 17 Agustus 1945 (UNTAG) Semarang Suwarso, Bhaktiar Ghisa; Sugiyarti, Gita; Riyanto, Joko; Sudirjo, Frans
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 8 No 2 (2025): Artikel Riset Juli 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v8i2.2007

Abstract

Perkembangan teknologi informasi telah membawa perubahan signifikan dalam berbagai sektor, termasuk pendidikan. Media sosial menjadi salah satu platform utama dalam penyebaran informasi dan pemasaran digital. Perguruan tinggi termasuk Universitas 17 Agustus 1945 (UNTAG) Semarang, perlu beradaptasi dengan tren digital guna meningkatkan daya tarik dan minat calon mahasiswa. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi visual dan kualitas pelayanan terhadap minat masuk mahasiswa di UNTAG Semarang. Sampel dalam penelitian ini adalah 92 mahasiswa semester satu tahun akademik 2024/2025, yang ditentukan menggunakan rumus slovin dengan teknik simple random sampling. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa komunikasi visual instagram dan kualitas pelayanan berpengaruh positif dan signifikan terhadap minat masuk mahasiswa. Hasil penelitian ini memberikan rekomendasi bagi UNTAG Semarang untuk meningkatkan efektivitas pemasaran digital melalui media sosial serta memperbaiki kualitas pelayanan guna menarik lebih banyak calon mahasiswa.
The Influence of Managerial Competence, Innovation, and Market Orientation on the Performance of Micro, Small and Medium Enterprises (MSMEs) Sudirjo, Frans; Zaini, Moh.; Rahmanto, Basuki Toto; Juminawati, Sri
West Science Journal Economic and Entrepreneurship Vol. 3 No. 02 (2025): West Science Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v3i02.1898

Abstract

This study investigates the impact of managerial competence, innovation, and market orientation on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Using a quantitative approach, data were collected from 220 MSMEs and analyzed through Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that all three constructs significantly and positively influence MSME performance, with managerial competence demonstrating the strongest effect. Innovation fosters adaptability and competitive advantage, while market orientation enhances customer focus and market responsiveness. The results underscore the importance of strategic leadership, innovative practices, and a market-driven approach in improving MSME performance. These insights provide practical recommendations for MSME stakeholders and policymakers to drive sustainable growth and competitiveness in the sector.
The Effect of Customer Experience and Video Marketing on Satisfaction Levels and Word-of-Mouth on TikTok in West Java Sudirjo, Frans; Setiyawan, Heri; Nurhasanah, Dila Padila
West Science Interdisciplinary Studies Vol. 3 No. 04 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i04.1871

Abstract

This study investigates the effect of customer experience and video marketing on satisfaction levels and word-of-mouth in the context of TikTok usage in West Java, Indonesia. Utilizing a quantitative approach, data were collected from 230 TikTok users through a structured questionnaire employing a Likert scale (1-5). The analysis, conducted using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3), reveals that customer experience and video marketing significantly influence satisfaction levels and word-of-mouth. Customer experience emerges as the more influential factor in shaping user satisfaction and advocacy. These findings underscore the importance of optimizing both user experience and marketing strategies to enhance consumer engagement and loyalty. This study contributes to the growing body of literature on digital marketing and consumer behavior, offering actionable insights for businesses aiming to succeed on social media platforms.
The Effect of Circular Marketing and Storynomics on Brand Awareness and Profit Improvement of MSMEs in Bogor Sudirjo, Frans; Supriandi, Supriandi; Pahrijal, Rival
West Science Interdisciplinary Studies Vol. 3 No. 05 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i05.1902

Abstract

This study examines the impact of Circular Marketing and Storynomics on Brand Awareness and Profit Improvement among MSMEs in Bogor. A quantitative analysis was conducted with a sample of 160 MSME owners and managers, using a Likert scale survey and data analysis via Structural Equation Modeling (SEM-PLS 3). The results reveal that both Circular Marketing and Storynomics have a significant positive influence on Brand Awareness and Profit Improvement. Circular marketing enhances brand recognition by aligning marketing strategies with sustainable practices, while Storynomics improves profitability by fostering emotional connections with consumers through storytelling. The study underscores the importance of integrating sustainability and narrative-driven marketing strategies for MSMEs to enhance their market presence and profitability. These findings provide actionable insights for MSMEs aiming to thrive in competitive markets by adopting sustainable and innovative marketing practices.
The Effect of Customer Experience and Video Marketing on Satisfaction Levels and Word-of-Mouth on TikTok in West Java Sudirjo, Frans; Setiyawan, Heri; Nurhasanah, Dila Padila
West Science Interdisciplinary Studies Vol. 3 No. 04 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i04.1871

Abstract

This study investigates the effect of customer experience and video marketing on satisfaction levels and word-of-mouth in the context of TikTok usage in West Java, Indonesia. Utilizing a quantitative approach, data were collected from 230 TikTok users through a structured questionnaire employing a Likert scale (1-5). The analysis, conducted using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3), reveals that customer experience and video marketing significantly influence satisfaction levels and word-of-mouth. Customer experience emerges as the more influential factor in shaping user satisfaction and advocacy. These findings underscore the importance of optimizing both user experience and marketing strategies to enhance consumer engagement and loyalty. This study contributes to the growing body of literature on digital marketing and consumer behavior, offering actionable insights for businesses aiming to succeed on social media platforms.
The Effect of Circular Marketing and Storynomics on Brand Awareness and Profit Improvement of MSMEs in Bogor Sudirjo, Frans; Supriandi, Supriandi; Pahrijal, Rival
West Science Interdisciplinary Studies Vol. 3 No. 05 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i05.1902

Abstract

This study examines the impact of Circular Marketing and Storynomics on Brand Awareness and Profit Improvement among MSMEs in Bogor. A quantitative analysis was conducted with a sample of 160 MSME owners and managers, using a Likert scale survey and data analysis via Structural Equation Modeling (SEM-PLS 3). The results reveal that both Circular Marketing and Storynomics have a significant positive influence on Brand Awareness and Profit Improvement. Circular marketing enhances brand recognition by aligning marketing strategies with sustainable practices, while Storynomics improves profitability by fostering emotional connections with consumers through storytelling. The study underscores the importance of integrating sustainability and narrative-driven marketing strategies for MSMEs to enhance their market presence and profitability. These findings provide actionable insights for MSMEs aiming to thrive in competitive markets by adopting sustainable and innovative marketing practices.
THE INFLUENCE OF BRANDING AND PRICE ON PURCHASE DECISIONS OF SKINCARE PRODUCTS Frans Sudirjo; Rachmadi Indrapraja; Ilham Arief; La Mema Parandy; Siti Nuridah
Jurnal Scientia Vol. 12 No. 03 (2023): Education, Sosial science and Planning technique, 2023 (June-August)
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to ascertain the impact of pricing and branding on skincare purchase decisions. This research employs a quantitative methodology. There were 200 participants in this study, all of them were students. The sample is used through random sampling, which groups the adjusted ages. In this investigation, 150 samples were used. strategies for gathering data for research using a questionnaire. According to the data analysis's findings, branding and price have a considerable, simultaneous, and partial influence on consumers' decisions to buy skincare. As can be observed, the findings of the study's partial t test indicate that branding has a significance of 0.000. The t-count obtained is higher than the t-table value, which is 1.978, when compared to it. Additionally, a significant value of 0.000 was found for the price significance results for skincare choices. The t-count obtained is higher than the t-table value, which is 1.978, when compared to it. 60% is indicated by the coefficient of determination, or R square, of 0.60
THE EFFECT OF BRAND AWARENESS AND GREEN MARKETING ON PURCHASE INTENTION OF PACKAGED MINERAL WATER CONSUMERS Frans Sudirjo; Dadang Suhardi; Ratnawita Ratnawita; Kunto Atmojo; Muhammad Hery Santoso
Jurnal Scientia Vol. 12 No. 03 (2023): Education, Sosial science and Planning technique, 2023 (June-August)
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to ascertain how brand awareness and green marketing strategies affect customer interest in purchasing bottled mineral water goods. This study uses a quantitative methodology and is a correlational investigation. Multiple linear regression analysis is used in the analytical method. The outcomes of the partial, simultaneous, and coefficient of determination tests can be used to infer the outcomes of the data analysis. The conclusion is green marketing has little impact on customers' interest in purchasing bottled water. Brand awareness significantly influences customers' desire in purchasing bottled water. In order to reach the conclusion that green marketing and brand awareness simultaneously influence consumers' purchase intentions, the significance values for green marketing and brand awareness on purchase intention are 0.000 and the calculated f value is 35.4
THE EFFECT OF BRAND AWARENESS AND ELECTRONIC SERVICE QUALITY ON LOYALTY OF E-COMMERCE CUSTOMERS Frans Sudirjo; Arief Yanto Rukmana; Syarifuddin Syarifuddin; Sudadi Pranata; Munir Tubagus
Jurnal Scientia Vol. 12 No. 03 (2023): Education, Sosial science and Planning technique, 2023 (June-August)
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to ascertain how client loyalty in the marketplace is impacted by brand awareness and the caliber of electronic services. Research of this kind is referred to as quantitative research. The sample for this study included up to 100 respondents who were students who had utilized e-commerce at least twice. Both incidental sampling and nonprobability sampling were used in the sampling strategy. Results of questionnaires that were delivered to respondents online through Google Form were used as the major source of data for this study. While this is happening, secondary data takes the shape of linked documentation. Then, multiple linear regression analysis, the classical assumption test, and instrument test analysis were used to analyze the data that had been obtained. The findings of this study suggest that customer loyalty is positively and significantly influenced by brand awareness and the quality of electronic services. This is demonstrated by the t test results, which have significance levels of 0.000 0.05 for the brand awareness variable and less than 0.05 for the electronic service quality variable
Social Brand Dynamics in Green Marketing Literacy Sudirjo, Frans; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2084

Abstract

This study explores the evolving relationship between social brand dynamics and green marketing literacy through a comprehensive bibliometric analysis. Drawing on data from the Scopus database and visualized using VOSviewer, the research maps the intellectual structure, thematic clusters, temporal trends, and global collaboration networks within the field. The co-occurrence analysis reveals that core concepts such as green marketing, sustainability, and corporate social responsibility are central to the discourse, while recent attention has shifted toward social media, brand image, and trust-building strategies. Temporal mapping indicates a growing interest in digital engagement and participatory branding, suggesting that green marketing literacy is increasingly shaped by consumer interaction within online ecosystems. The author co-citation network highlights both foundational contributors and emerging thought leaders, while country collaboration mapping reflects a globalizing research agenda led by the United States, India, and China. The findings underscore the interdisciplinary and socially constructed nature of green marketing literacy and call for future research to examine the digital, behavioral, and contextual factors that influence consumer understanding and trust in green branding practices.
Co-Authors A., Chevy Herli Sumerli Aat Ruchiat Nugraha Abu Muna Almaududi Ausat Abu Muna Almaududi Ausat Adriansyah Ekaputra Agung Widarman Agus Nurofik Ahmad Buchori Ahmad Nur Budi Utama Ahmad Yani, David Ainil Mardiah Akmal Abdullah Aldila Septiana, Aldila Alfa Santoso Budiwidjojo Putra Alimin, Erina 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 Aris Mardiyono Arnes Yuli Vandika Arnold Sultantio Hutabarat Asep Deni Aslichah, Aslichah Asnawati Asri Ady Bakri Astutik, Wahyuni Sri Audisty Prana Hardayu Auliya, Salwa Ausat, Abu Muna Almaududi Azzaakiyyah, Hizbul Khootimah Baso, Andi Sabirin Basuki Toto Rahmanto Betty Rahayu Bilgies, Ana Fitriyatul Binsar Kristian Panjaitan, Feliks Anggia Budi Utami Budiarto, Balla Wahyu bunga aditi Bunga Aditi Bunyamin, Ilham Akbar Careza Rizky Ayuningtyas Carl C.G. Dizon Catarina Cori Pradnya Paramita, Catarina Cori Pradnya Chairul Anam Chatarina Umbul Wahyuni Chevy Herli Sumerli Dadang Suhardi Damara Gugat, Rudy Max Darmiono, Darmiono Dasa Rahardjo Soesanto Desiyanti, Rika 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 Fachry Abda El Rahman 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 Ginting, Helmina Br. Gita Sugiyarti Grace Martha Geertruida Bororing H Hantono Hadi Nugroho, Isfauzi Hamid, Sainul Haqibul Mujib Harahapi, Taufik Haruni Ode Haryono Haryono Helmy Syamsuri Hendayani, Nenden Hendratri, Bhaswarendra Guntur Hendrayani, Eka Henny Dwijayani Herry Nur Faisal, Herry Nur 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 Joko Ariawan Joko Riyanto Josua Sahala Judijanto, Loso Juliana Juliana Juliana, Juliana Juminawati, Sri Kadarsih Kaharuddin Kalalo, Rieneke Ryke 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 Lestari, Mufida Diah Loso Judijanto Luckhy Natalia Anastasye Lotte Luh Komang Candra Dewi M Indre Wanof Ma’sum, Hadiansyah Magfira Mamonto Mardikawati, Budi Maria Assumpta Wikantari Marjuki Marjuki Martis, Andi Mas'ud Muhammadiah Maulana, Muhammad Fikri Meldi Manuhutu Mila Diana Sari, Mila Diana Miranti Pradipta Utami Misrofingah Mitra Musika Lubis 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 Muhammadong 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 Novilia, Fitri Nugroho, Iswanto Apri Nuraini Nuraini Nurbakti, Rezky Nurchayati Nurchayati Nurchayati Nurchayati Nurhasanah, Dila Padila Nurlaili Rahmi Nurwijayanti Nuryati Solapari Osman, Isnawati PA. Andiena Nindya Putri PA. Andiena Nindya Putri Padila, Dila Pahrijal, Rival Palembang, Septianti Permatasari Panjaitan, Feliks Anggia Binsar Kristian Parandy, La Mema Permadi, Indra Petrus Jacob Pattiasina Praja, Selvia Junita Pranata, Sudadi Prasetyo, Iwan Joko Prihatin Tiyanto Priyana, Yana Putra, Wira Pramana Putri Ekaresty Haes Rachmadi Indrapraja Radnan, Yokie 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 Rina Sovianti Rini Hadiyati Rini Novianti Robbani Romi Mesra Rony, Zahara Tussoleha Roza, Nelli Rubait Dasururi Rudi Kurniawan Saddam Hussaen Sagena, Unggul Sahari Sahari Sajali, Chusnatul Ulaela Samsul Ikhbar Sani, Indra Santosa, Sonny Sari, Dian Anggara Kartika Sari, Efti Novita Sarwo Hakim Sasono, Heri Saununu, Siska Jeanete Septianti Permatasari Palembang Setiyawan, Heri Setyo Oetomo, Dedy Siregar, Achiruddin Siska Armawati Sufa Siti Nuridah Slamet Riyadi Solissa, Everhard Markiano Sonny Santosa Souisa, Wendy Sudarmanto, Eko Sudarsono , Sudarsono Suherlan Suherlan, Suherlan Sulistiyani Sulistiyani SULISTIYANI SULISTIYANI Sumerli A., Chevy Herli Suparman, Ade Supriandi Supriandi, Supriandi Supriyatno, Mega Suroso, Amat Suryaningsih, Lilik Susanto Susanto Susatyo Adhi Pramono, Susatyo Adhi Susilo, Anton Suwarso, Bhaktiar Ghisa Syahputri, Anggraini Syahrial Rachim Lubis Syamsu Rijal Syarifuddin Syarifuddin Syarifuddin Syarifuddin Tanti Widia Nurdiani Tessa Handra Tirta Yoga Titik Haryanti 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 Wartono, Tono 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