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THE INFLUENCE OF DIGITAL MARKETING AND INTELLECTUAL CAPITAL ON ORGANIZATIONAL PEFORMANCE WITH CONSUMER SATISFICATION AS A MODERATING VARIABLE Sudirjo, Frans; Kalalo, Rieneke Ryke; Utami, Eva Yuniarti; Sulastri, Tuti; Putra, Wira Pramana
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11541

Abstract

Organizational performance is the thing that companies pay the most attention to and is the most important goal compared to other goals that must be well maintained and achieved by an organization/company. There are a number of factors that can influence organizational performance, including digital marketing and intellectual capital. In contrast to a number of previous studies, this research adds the Consumer Satisfaction variable which the researchers believe can strengthen the influence of the independent variable on the dependent variable used in this research. This research is quantitative research with an explantory approach. In this research, primary data was distributed to 250 employees of PT. Indofood with employee criteria in the fields of HRD, Human Resources and Finance spread throughout Indonesia. The data used was analyzed with smart PLS 3.0 software. The results of this research show that the Digital Marketing and Intellectual Capital variables have a positive relationship and have a significant influence on the Organizational Performance variable because the p-values are below the significance level and point in a positive direction. Apart from that, the Consumer Satisfaction variable can moderate the relationship between the Digital Marketing variable and the Organizational Performance variable and the Intellectual Capital variable with the Organizational Performance variable Keywords: Digital Marketing, Intellectual Capital, Organizational Peformance, Consumer Satisfication
THE EFFECT OF PRICE DISCOUNTS AND PROMOTION ON PURCHASING WITH WORD OF MOUTH AS A MODERATING VARIABLE Sudirjo, Frans; Novilia, Fitri; Ma’sum, Hadiansyah; Ginting, Helmina br.; Kurniawan, Rudi
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11992

Abstract

Abstract Price discounts are one of the factors that researchers believe can influence consumer purchasing decisions and are even the main factor that consumers take into account, especially for products that are not too much different in quality. Apart from price cuts, researchers also believe that promotional factors can also influence purchasing decisions due to the expanding market share and the increasing number of potential consumers who know about a product. Therefore, this research aims to analyze the effect of price discounts on purchasing decisions. Different from previous research, this research adds the Word of Mouth variable as a moderating variable. This research is qualitative research with an explanatory approach. The data used in this research is primary data that researchers obtained from the questionnaire method of 300 Shopee application users consisting of 150 sellers and 150 buyers. The questionnaire is in the form of multiple choices containing the words strongly agree-strongly disagree. These data were analyzed using the smart PLS 4.O method. Keywords : Price Discounts, Promotion, Purchasing, Word of Mouth
ANALISIS KEPRIBADIAN PELANGGAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN Sudirjo, Frans; Sahari, Sahari; Sulastri, Tuti; Munizu, Musran; Sasono, Heri
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.12529

Abstract

Kepuasan dan loyalitas pelanggan terus menjadi semakin penting bagi perusahaan dan manfaat finansial yang diperoleh dari peningkatan kedua hasil ini telah didokumentasikan dengan baik. Ponsel telah menjadi komputer pribadi dan media komunikasi manusia sehari-hari. Hal ini karena perangkat tersebut kini sudah pintar dan dilengkapi dengan kamera, mikrofon, sistem posisi global, dan sejumlah aplikasi seluler. Ponsel pintar ini juga telah merevolusi bisnis melalui saluran online dengan e-commerce menjadi portofolio besar di banyak sektor industri seperti layanan telepon seluler. Oleh karena itu, layanan telepon seluler telah menjadi sektor yang sangat besar dengan lebih dari 50% populasi dunia memiliki telepon seluler. Penelitian ini bertujuan untuk mengetahui pengaruh Kepribadian Pelanggan terhadap Kepuasan Pelanggan dan Loyalitas Pelanggab. Populasi dan sampel dalam penelitian ini adalah pelanggan pengguna layanan seluler dengan menggunakan teknik probability sampling: simple random yang berhasil diperoleh sebanyak 150 responden. Hasil penelitian menunjukan bahwa variabel kepribadian pelanggan berpengaruh terhadap kepuasan pelanggan dan loyalitas pelanggan. Kata Kunci: Kepribadian Pelanggan, Kepuasan Pelanggan, Loyalitas Pelanggan
Development of Promotional Criteria Decision Support System to Increase Sales of Scarlett Whitening Products through Digital Marketing Strategy Sudirjo, Frans; Sari, Dian Anggara Kartika; Nugroho, Iswanto Apri
West Science Information System and Technology Vol. 2 No. 01 (2024): West Science Information System and Technology
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsist.v2i01.827

Abstract

This research delves into the multifaceted landscape of promoting skin whitening products in Indonesia, focusing on consumer behavior, digital marketing strategies, and the development of a Promotion Criteria Decision Support System (PCDSS). Through qualitative analysis of participant interviews and simulated interviews, key insights were gleaned. Consumer preferences, heavily influenced by cultural ideals, prioritize fair skin and product safety and efficacy. Digital marketing emerged as a potent tool, with social media platforms and influencer partnerships driving engagement. The necessity of a tailored PCDSS integrating cultural nuances, regulatory compliance, and consumer insights was underscored. This study provides actionable insights for skincare brands aiming to navigate the Indonesian market effectively.
The Role of Social Media Marketing in Building Customer Loyalty among Millennials Sudirjo, Frans; Soesanto, Dasa Rahardjo
West Science Business and Management Vol. 3 No. 04 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i04.2547

Abstract

This study investigates the role of social media marketing in building customer loyalty among Indonesian millennials. A quantitative research approach was employed to examine the relationship between social media marketing activities and customer loyalty. Data were collected from 150 Indonesian millennial respondents who actively use social media and engage with brand-related content. The measurement instrument used a five-point Likert scale, and the collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 25. The results of simple linear regression analysis indicate that social media marketing has a positive and significant effect on customer loyalty, with a regression coefficient of 0.693 and a significance value below 0.05. The coefficient of determination (R²) of 0.445 suggests that social media marketing explains 44.5% of the variance in customer loyalty. These findings highlight the importance of content quality, interaction, information sharing, and trust in strengthening long-term relationships with millennial consumers. The study provides practical implications for businesses in Indonesia to optimize social media marketing strategies in order to enhance customer loyalty and sustain competitive advantage in the digital marketplace.
The Impact of IoT Marketing Automation and Data Quality on Increasing Sales of Fashion MSMEs in West Java Sudirjo, Frans; Muhtadi, Muhamad Ammar; Pahrijal, Rival
West Science Social and Humanities Studies Vol. 3 No. 12 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i12.2511

Abstract

The rapid development of digital technologies has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt more advanced marketing strategies to remain competitive. This study investigates the impact of IoT marketing automation and data quality on the sales growth of fashion MSMEs in West Java. A quantitative research approach was employed using primary data collected from 250 fashion MSME owners and managers through a structured questionnaire measured on a five-point Likert scale. The data were analyzed using SPSS version 25, applying descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that IoT marketing automation has a positive and significant effect on sales growth, demonstrating that automated and data-driven marketing activities enhance marketing efficiency and customer engagement. Data quality also shows a positive and significant effect on sales growth, highlighting the importance of accurate, complete, timely, and relevant data in supporting effective marketing and sales decisions. Furthermore, the simultaneous analysis reveals that IoT marketing automation and data quality jointly contribute significantly to explaining sales growth among fashion MSMEs. These findings suggest that successful digital transformation in MSMEs requires not only the adoption of IoT-based marketing technologies but also strong data management practices. The study provides practical insights for MSME practitioners and policymakers in designing strategies to strengthen digital capabilities and improve business performance in the fashion sector.
Experiential Marketing: Bibliometric Mapping of Consumer Engagement Sudirjo, Frans; Pahrijal, Rival; Arini, Rani Eka
West Science Social and Humanities Studies Vol. 3 No. 12 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i12.2516

Abstract

This research explores the intellectual landscape and dynamic themes of consumer engagement with experiential marketing by undertaking a bibliometric analysis. The research, which has spanned more than two decades of research literature on Scopus, has identified the emerging trends, themes, and influential research works, thus presenting a broad picture of this area of research focus. The research results make it clear that there is an increasingly important role of immersive technologies such as Augmented Reality (AR) and Virtual Reality (VR), social media, and other related elements that help intensify consumer engagement practices. The research work proposes a decision-making model regarding customer engagement strategy and delves into the interdisciplinary aspects of this research area, which encompasses psychology, digital media, and marketing strategy. The research work, while presenting its findings, also brings into focus the scattered nature of research work and the need to further investigate new trends and cross-discipline perspectives related to the global scenario of consumer engagement research.
Peran Inovasi Produk, Orientasi Pasar, dan Pemasaran Digital terhadap Kinerja UMKM di Kota Bandung pada Era Ekonomi Digital Sudirjo, Frans
Jurnal Ekonomi dan Kewirausahaan West Science Vol 4 No 01 (2026): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v4i01.3114

Abstract

This study examines the impact of product innovation, market orientation, and digital marketing on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Bandung City within the context of the digital economy. A quantitative approach was used, with data collected from 135 MSMEs via a structured survey. Multiple regression analysis revealed that all three independent variables—product innovation, market orientation, and digital marketing—positively and significantly affect MSME performance. Among these, digital marketing had the strongest impact on performance, followed by market orientation and product innovation. The results suggest that MSMEs can significantly enhance their business outcomes by adopting innovative product strategies, understanding customer needs, and utilizing digital marketing tools. These findings provide valuable insights for MSMEs seeking to improve their competitiveness and for policymakers aiming to support MSMEs in the digital economy.
Green Supply Chain Marketing: Trends and Research Evolution Sudirjo, Frans; Arini, Rani Eka; Novitasari, Salwa Aulia
West Science Interdisciplinary Studies Vol. 4 No. 02 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i02.2665

Abstract

This study aims to map the intellectual structure, research trends, and evolution of Green Supply Chain Marketing through a bibliometric analysis of scholarly publications indexed in the Scopus database. Using VOSviewer as an analytical tool, the study examines keyword co-occurrence, overlay visualization, density mapping, co-authorship networks, institutional collaboration, and country-level partnerships to identify dominant themes and emerging research directions. The findings reveal that the field has evolved from an operational focus on environmental management and green manufacturing toward a strategic integration of marketing, sustainability, and supply chain management. Core research clusters highlight the growing importance of green marketing strategies, decision making, and sustainability-driven innovation in shaping competitive advantage. Overlay analysis indicates that recent studies increasingly emphasize consumer attitudes, government roles, and strategic marketing approaches, reflecting a shift toward market-oriented sustainability practices. Collaboration analysis shows that China and India serve as major contributors to global research output, while cross-institutional collaboration remains relatively fragmented, suggesting opportunities for broader interdisciplinary engagement. Overall, the study provides a comprehensive overview of the development and future trajectory of Green Supply Chain Marketing research and offers insights for scholars and practitioners seeking to align environmental responsibility with marketing and supply chain performance.
Green Supply Chain Marketing: Trends and Research Evolution Sudirjo, Frans; Arini, Rani Eka; Novitasari, Salwa Aulia
West Science Interdisciplinary Studies Vol. 4 No. 02 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i02.2665

Abstract

This study aims to map the intellectual structure, research trends, and evolution of Green Supply Chain Marketing through a bibliometric analysis of scholarly publications indexed in the Scopus database. Using VOSviewer as an analytical tool, the study examines keyword co-occurrence, overlay visualization, density mapping, co-authorship networks, institutional collaboration, and country-level partnerships to identify dominant themes and emerging research directions. The findings reveal that the field has evolved from an operational focus on environmental management and green manufacturing toward a strategic integration of marketing, sustainability, and supply chain management. Core research clusters highlight the growing importance of green marketing strategies, decision making, and sustainability-driven innovation in shaping competitive advantage. Overlay analysis indicates that recent studies increasingly emphasize consumer attitudes, government roles, and strategic marketing approaches, reflecting a shift toward market-oriented sustainability practices. Collaboration analysis shows that China and India serve as major contributors to global research output, while cross-institutional collaboration remains relatively fragmented, suggesting opportunities for broader interdisciplinary engagement. Overall, the study provides a comprehensive overview of the development and future trajectory of Green Supply Chain Marketing research and offers insights for scholars and practitioners seeking to align environmental responsibility with marketing and supply chain performance.
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, Ilham Arifai Ilyas Arini, Rani Eka 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 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 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 Feliks Anggia Binsar Kristian Panjaitan 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 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 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 Maulana, Niqoo 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 Musprihadi, Ribut Musran Munizu Mustafa, Fahrina Muwafiqus Shobri Nailul, Muhammad Naim, Ifin Nana Hermana, Asep Nelvia Susmita Novilia, Fitri Novitasari, Salwa Aulia 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 Parandy, La Mema Permadi, Indra Petrus Jacob Pattiasina Pranata, Sudadi 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 Selvia Junita Praja Septianti Permatasari Palembang Setiyawan, Heri Setyo Oetomo, Dedy Siregar, Achiruddin Siti Nuridah Slamet Riyadi Slamet Sutrisno 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