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All Journal Jurnal Ilmiah Mahasiswa FEB Holistic Journal Of Management Research JAM : Jurnal Aplikasi Manajemen Journal of Innovation and Applied Technology JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN JABM JOURNAL of ACCOUNTING - BUSINESS & MANAGEMENT PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat EconBank : Journal Economics and Banking Jurnal Karinov Jurnal Ilmiah Manajemen Kesatuan JBMR: Journal of Business and Management Review AMAR (Andalas Management Review) Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics and Business UBS Devotion: Journal of Research and Community Service Jurnal Abdi Masyarakat Indonesia International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Science and Society (IJSOC) Jurnal Minfo Polgan (JMP) Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis Journal of Social Research International Journal of Humanities Education and Social Sciences Journal of the Community Development in Asia Asia Pacific Journal of Management and Education Jurnal Manajemen Pemasaran dan Perilaku Konsumen Journal of Accounting Research, Organization and Economics (JAROE) Journal of Economics, Entrepreneurship, Management Business and Accounting Jurnal Kewirausahaan dan Inovasi Journal of Management, Economic, and Financial Sasambo: Jurnal Abdimas (Journal of Community Service) Fundamental and Applied Management Journal Jurnal Pengabdian Masyarakat Teknologi Informasi dan Informatika
Nanang Suryadi
Brawijaya University, Malang, Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Public Health Social Sciences Transportation Other

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The Role of Social Media and Online Reviews in Building Brand Loyalty Through Trust Nurul Amalia Fitriyana; Nanang Suryadi; Raditha Dwi Vata Hapsari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3602

Abstract

The rapid growth of the local skincare industry in Indonesia has highlighted the importance of digital marketing strategies in building consumer loyalty. This study aims to examine the relationships among social media marketing activity, online customer reviews, brand trust, and brand loyalty in the context of local skincare brands such as Wardah, MS Glow, and Somethinc. A quantitative approach was employed, using a structured questionnaire to collect data from 170 consumers aged 17 and above who use these brands. The data were analyzed using partial least squares structural equation modeling to test the hypothesized relationships. The findings reveal that online customer reviews have a direct and significant impact on brand loyalty, while social media marketing activity influences loyalty indirectly through its effect on brand trust. Both social media marketing activity and online customer reviews significantly enhance brand trust, which in turn fosters brand loyalty. The study concludes that local skincare brands should prioritize managing online reviews and creating authentic social media content to build trust and loyalty. These insights offer practical strategies for brand managers to strengthen consumer relationships in a competitive digital market.
Systematic Literature Review: Green Marketing and Consumer Behaviour terhadap Purchase Decision Mahardhika, Dhimas; Suryadi, Nanang
Journal of Economics and Business UBS Vol. 14 No. 6 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/c56xwb66

Abstract

This study presents a systematic literature review examining the relationship between green marketing and consumer behaviour toward environmentally friendly purchase decisions. The primary objective is to identify the factors influencing green purchase intention and behaviour and to understand how green marketing strategies encourage consumers to choose sustainable products. Analysis of international studies reveals that environmental awareness, consumer knowledge, green brand image, trust in companies, and social influence are dominant factors shaping consumers’ green purchase intentions. Most of the reviewed studies employed quantitative approaches such as Structural Equation Modelling (SEM) and Partial Least Squares (PLS-SEM), grounded in theories like the Theory of Planned Behaviour (TPB) and Behavioural Reasoning Theory (BRT). The findings demonstrate that effective green marketing strategies not only enhance purchase intention but also strengthen long-term brand loyalty and corporate image. However, a persistent gap between intention and actual behaviour—the green gap—is often attributed to high prices, scepticism toward green claims, and limited consumer education. Consequently, companies should implement authentic, transparent, and sustainability-focused green marketing strategies to build consumer trust and promote more environmentally responsible consumption behaviour.
Exploring Health Consumer Behavior During Covid-19: A Bibliometric Analysis Nanang Suryadi; Kardina Yudha Parwati; Abdurrahman Hakim; RR Ayu Firdausiah; Muhammad Fajrul Islam Fasieh
Asia Pacific Journal of Management and Education (APJME) Vol 6, No 1 (2023): March 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v6i1.2216

Abstract

For more than three decades, marketers' primary focus has been directed toward consumer behavior patterns. During COVID-19, marketing science experts have paid particular attention to the behavioral change in consumer buying-related health areas. By highlighting the research themes using bibliometric analysis and providing an agenda for future research, this study aims to analyze the trends in consumer behavior in the health aspect. The bibliographic information for 34 papers was gathered from Scopus, one of the most well-known academic indexing databases. The study used open-source software tools like VOS Viewer and NVIVO to conduct various bibliometric analyses. Based on our bibliometric analysis, this study was related to a number of themes of consumer behavior of health aspects, including consumer lifestyle, consumer buying behavior, consumer health awareness, health behavior, perceived health benefit, and consumer health risk. The results from co-authorship analysis indicate that there is no particular connection between the topic of consumer behavior on the health aspect that different authors explore since each research focuses on a specific topic. For research academics in the academic community, the analysis of scientific research will serve as a reference manual for understanding the theoretical underpinnings of research on consumer behavior, identifying knowledge gaps, and suggesting future research direction.
Can Entrepreneurship Education and Personality Encourage Students to Become Entrepreneurs? Nanang Suryadi; Rila Anggraeni
Journal of The Community Development in Asia Vol 6, No 2 (2023): May 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i2.2276

Abstract

ABSTRACT Entrepreneurs are business people who remarkably contribute to the country's economic growth. The growing intention and interest in entrepreneurship will create new jobs, innovative products, and services. Entrepreneurial intent is essential in motivating students to pursue careers as entrepreneurs in their professional lives. This study aims to understand students' entrepreneurial intentions by analyzing the influence of entrepreneurship education and personality. Moreover, the conceptual framework built in this study used the theory of planned behavior (TPB) integrated with entrepreneurship education and individual personality. Data were collected using purposive sampling of students of the undergraduate entrepreneurship program. The structural equations were tested using WarpPLS software. The findings revealed that education regarding entrepreneurship and personality impacts subjective norms and attitudes. Furthermore, all the elements of the theory of planned behavior influence entrepreneurial intention. As a result, entrepreneurship education programs should cover management courses to improve business competency and develop positive emotions toward entrepreneurship.  
The Role Of Engagement Leadership And Motivation In Pharmaceutical Companies During Pandemic Covid-19 Krisna Wahyu Nugraha; Noermijati Noermijati; Nanang Suryadi
Jurnal Manajemen Industri dan Logistik Vol. 6 No. 1 (2022): 10 original research articles were authored/co-authored by 40 authors from 4 co
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v6i1.1033

Abstract

This study aimed  to determine the mediating role of employee engagement  in the relationship between transformational leadership and motivation on employee performance. Questionnaires were used to collect data from employees of companies operating in the pharmaceutical sector in Jakarta with  223 respondents. The data analysis used structural equation modeling with Smartpls program. The results of the study showed  that transformational leadership directly can increase employee performance and work engagement. Furthermore, motivation was  able to increase job engagement  but it was  not able to increase performance. Interestingly, employee engagement   had  been able to fully mediate the effect of motivation on employee performance, but it was  unable to mediate the effect of transformational leadership on performance.
Platformized Cultural Marketing in Art, Heritage, and Creative Industries: A Systematic Literature Review of Social Media Research Catharina Aprilia Hellyani; Nanang Suryadi; Raditha Dwi Vata Hapsari
MARGIN ECO Vol. 10 No. 1 (2026): Margin Eco: Jurnal Ekonomi dan Perkembangan Bisnis
Publisher : LPPM Universitas KH A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/margineco.v10i1.7126

Abstract

Social media has rapidly transformed marketing practices in the arts, heritage, and creative industries. It has shifted from a secondary promotional channel into a strategic infrastructure that shapes branding, audience engagement, visibility, and value creation in platform-mediated environments. However, existing research remains fragmented across cultural sectors, digital platforms, and disciplinary traditions. This study systematically reviews contemporary research on social media and cultural marketing using the PRISMA framework. Data were collected from the Scopus database through a structured Boolean search. From 291 initial records, 94 English-language journal articles published between 2020 and 2026 were selected for final analysis after applying eligibility criteria related to publication year, language, document type, source type, publication stage, subject area, and thematic relevance. The thematic synthesis identifies four main findings. First, social media has reconfigured cultural branding from one-way promotion into platform-adaptive communication based on visual identity, storytelling, and strategic visibility. Second, audience engagement is increasingly understood as a multidimensional process involving participation, co-creation, emotional connection, and relational value. Third, platformization reshapes discoverability and legitimacy through algorithmic visibility, platform metrics, and content-format conventions. Fourth, emerging technologies, including artificial intelligence, analytics, immersive media, and virtual influencers, expand innovation opportunities while raising ethical and managerial concerns related to authenticity, transparency, and institutional capability. This review contributes to cultural marketing and creative economy research by conceptualizing social media as a platformized environment where branding, engagement, visibility, and technological readiness interact to shape cultural value creation. It also identifies gaps in longitudinal, comparative, cross-cultural, and mixed-method studies.
Antecedents, Dimensions, and Outcomes of Gastronomy Experience in Tourism: A Systematic Literature Review Mar'atul Fahimah; Nanang Suryadi; Raditha Dwi Vata Hapsari
MARGIN ECO Vol. 10 No. 1 (2026): Margin Eco: Jurnal Ekonomi dan Perkembangan Bisnis
Publisher : LPPM Universitas KH A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/margineco.v10i1.7132

Abstract

Gastronomy experience has become an important construct in tourism studies because food increasingly shapes destination image, tourist satisfaction, memorable experiences, and future travel intention. However, existing studies remain fragmented in terms of terminology, measurement dimensions, antecedent factors, behavioral outcomes, and research contexts. This study aims to systematically synthesize the literature on gastronomy experience in tourism by examining four main aspects: antecedents, experience dimensions, outcomes, and emerging research contexts. A systematic literature review was conducted using the PRISMA approach. The literature search was carried out through the Scopus database and supplemented by manual searches of relevant peer-reviewed journal articles published between 2021 and 2025. After the screening and eligibility process, 48 articles were included in the final review and analyzed using thematic synthesis. The findings show that gastronomy experience is shaped by authenticity, sensory quality, service quality, tourist involvement, social interaction, destination context, and digital mediation. The most frequently identified dimensions are authenticity, memorability, sensory-aesthetic quality, affective response, hospitality/social interaction, novelty, and cognitive-cultural learning. The review further indicates that gastronomy experience contributes to tourist satisfaction, destination image, loyalty, revisit intention, advocacy, willingness to pay, and travel intention. The main contribution of this article is an integrative framework that links antecedents, experience dimensions, mediators/moderators, and behavioral outcomes. This framework clarifies gastronomy experience as a multidimensional construct connecting food consumption, destination value creation, and future tourist mobility.
Optimization of Digital Branding and Entrepreneurial Spirit to Enhance Youth Employment in Gig Economy Era Suryadi, Nanang; Firdausiah, Rr Ayu; Islam F, Muhammad Fajrul; Huda, Choirul
Journal of Innovation and Applied Technology Vol 12, No 1 (2026)
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jiat.2025.012.01.05

Abstract

This community service program aims to enhance youth employability in rural areas by equipping participants with practical skills in digital personal branding and entrepreneurial mindset. Implemented in Desa Tegalweru, the training followed a structured four-phase approach: self-assessment using SWOT analysis, brand positioning, LinkedIn optimization, and freelance platform registration. Through participatory action methods, 30 youth participants identified their strengths, weaknesses, opportunities, and threats to build authentic personal brands and explore digital work opportunities. The program resulted in 20 optimized LinkedIn accounts, increased motivation for career development, and improved readiness to engage in the gig economy. Participants demonstrated a shift from passive job-seeking to proactive digital participation. The initiative addressed digital skill gaps while fostering local innovation and inclusive economic engagement through collaboration with village institutions
The Effect of Rebranding on Purchase Intention Mediated by Brand Image and Perceived Quality: A Study of AZKO Consumers Tiara Maharani Bulqis Yuwono; Nanang Suryadi; Himmiyatul Amanah Jiwa Juwita
Fundamental and Applied Management Journal Vol. 4 No. 2 (2026): June
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i2.758

Abstract

Increasing competition in the retail industry and evolving consumer behavior have encouraged companies to adopt rebranding as an adaptive strategy to sustain competitiveness. The transformation from ACE Hardware to AZKO represents a significant case, particularly in understanding its impact on consumers’ purchase intention. However, changes in brand identity may create uncertainty in consumer perceptions, especially regarding brand image and perceived quality. Prior studies have also reported inconsistent findings on the direct effect of rebranding on purchase intention. This study aims to examine the effect of rebranding on purchase intention, with brand image and perceived quality acting as mediating variables. A quantitative approach was employed using a survey method targeting AZKO consumers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that rebranding has a positive and significant effect on brand image and perceived quality. Furthermore, rebranding influences purchase intention both directly and indirectly through these mediating variables. Brand image and perceived quality are proven to play significant mediating roles in strengthening the relationship between rebranding and purchase intention. These findings suggest that the success of rebranding is not solely determined by changes in visual or identity elements, but also by the company’s ability to build a positive brand image and enhance consumers’ perception of quality. This study contributes to the marketing literature by highlighting the mediating mechanisms within the rebranding framework and offers practical implications for companies in designing effective rebranding strategies to increase consumer purchase intention.
Pengembangan Sistem Investasi Pemasaran Budidaya Ternak Domba Berbasis Penguatan Managemen Peternakan Dengan Kearifan Lokal Soebroto, Arief Andy; Suryadi, Nanang; Surjowardojo, Puguh; Tarno, Hagus
DIMASLOKA: Jurnal Pengabdian Masyarakat Teknologi Informasi dan Informatika Vol 2 No 2 (2023): Juli
Publisher : Fakultas Ilmu Komputer Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25126/dimasloka.v2i2.21

Abstract

Salah satu tantangan peternak adalah rendahnya akses ke pembiayaan yang mudah dan murah. Seperti diketahui bahwa rasio kredit UMKM terhadap total kredit perbankan kurang dari 20 persen. Penyerapan KUR masih didominasi oleh sektor perdagangan (44,4%) sedangkan sektor pertanian, perternakan, perburuan, dan kehutanan di posisi kedua yaitu 30,1%. Selain problematika permodalan, maka juga perlu strategi lainnya dalam memperkuat UMKM, yaitu ada 5 pondasi. Lima pondasi adaptasi yang telah dijalankan di Tahun 2022 diantaranya, kemudahan akses pembiayaan, perluasan pasar dan digitalisasi, kemitraan, pendataan dan reformasi birokrasi. Modal, kemitraan dan pemarasan sangat memegang peranan penting dalam penguatan perekonomian UMKM. Hal ini sejalan dengan SDGs Indonesia 2030 dimana peningkatan kesejahteraan masyarakat desa untuk mengurangi kemiskinan, pekerjaan yang layak dan pertumbuhan ekonomi, infrastruktur, industri dan inovasi dan kemitraan untuk mencapai tujuan adalah empat (4) dari tujuh belas (17) kesepakatan bersama dalam Sustainable Development Goals (SDGs) pada tahun 2015. Desa Bumirejo Kecamatan Dampit Kabupaten Malang yang memiliki BUMDESA dan 700 peternak (farm) mempunyai prgram pemberdayaan UMKM sehingga perlu didukung dengan sistem permodalan dan pemasaran untuk meningkatkan kapasistas dan kualitas produksi. Salah satu solusi yang ditawarkan adalah melalui pengembangan sistem investasi pemasaran budidaya ternak domba berbasis penguatan managemen peternakan dengan kearifan lokal. Berbasis kearifan lokal karena budaya beternak dan budidaya hijauan pakan ternak sudah tersedia di lingkungan masyarakat desa. Sistem ini dikembangkan berbasis aplikasi web dengan pengguna adalah administrator dan umum. Peran administrator memberikan informasi terkini sedangkan umum adalah mengakses aplikasi untuk membaca informasi peluang investasi dan pemasaran yang ditawarkan.   Abstract One of the challenges for breeders is the lack of access to easy and inexpensive financing. As it is known that the ratio of MSME credit to total bank credit is less than 20 percent. KUR absorption was still dominated by the trade sector (44.4%) while the agriculture, livestock, hunting and disposal sectors were in second place at 30.1%. In addition to capital problems, other strategies are also needed to strengthen MSMEs, namely there are 5 ways. Five demanding conditions that have been implemented in 2022 include easy access to financing, market expansion and digitalization, partnerships, data collection and bureaucratic reform. Capital, partnerships and marketing play an important role in strengthening the MSME economy. This is in line with Indonesia's SDGs 2030 where increasing the welfare of rural communities to reduce poverty, decent work and economic growth, infrastructure, industry and innovation and partnerships to achieve goals are four (4) out of seventeen (17) mutual agreements in the   Sustainable Development Goals (SDGs) in 2015. Bumirejo Village, Dampit District, Malang Regency which has BUMDESA and 700 breeders (farms) has an MSME empowerment program so it needs to be supported with a capital and marketing system to increase production capacity and quality. One of the solutions offered is through the development of a marketing investment system for sheep farming based on strengthening livestock management with local wisdom. Based on local wisdom because the culture of raising livestock and forage cultivation is already available in the village community. This system is developed based on a web application with users as administrators and general public. The role of the administrator provides up-to-date information while the general is to access the application to read the investment and marketing opportunity information offered.
Co-Authors A.Pandu Wirawan Abdurrahman Hakim Abdurrahman Hakim Ainur Rofiq Ainur Rofiq Akbar Hidayatulloh Ananda Sabil Hussein Andarwati Andarwati Andrian Wahyu Laksono Annisa Aulani Kusnadi Arief Andy Soebroto Armanu Armanu Armanu Armanu Armanu Armanu Thoyib Armanu Thoyib Armanu, Armanu Baistia, Salisa Dzikroh Batu Bara, Citra Maulani Bhaskoro, Haryo Catharina Aprilia Hellyani Choirul Huda Choirun, Annisa’u Chyntia Putri Alifah Baskoro Dedy Dewi Harmila Sari Dhimas Mahardhika Dimas Hendrawan Edy Suroso Eka Bio, Muhammad Judhanto Fasieh, Muhammad Fajrul Islam Fatchur Rohman Febriandaru Kurniasih Fety Fazriati Rakhman Firjatullah, Naufal Arya Francisca Alfarah Gerardea Gaotami, Elsa Grimonia, Raissa Gulam B, Muhammad Irsyad Hagus Tarno Hakim, Abdurrahman Hamsani Hamsani Handojo, Rubi Hanif Mutiara Rohmah Hardiatno, Aris Haryo Bhaskoro Hidayat, Bambang Samsul Himmiyatul Amanah Jiwa Juwita Imam Santoso Inneke Olia Situmorang Islam F, Muhammad Fajrul Islam Fasieh, Muhammad Fajrul Kardina Yudha Parwati Kardina Yudha Parwati Kornelius Kelemur Kroon Krisna Wahyu Nugraha Kutut Prastyo Kyrbi, Ramanda Makhmut, Khalilah Daud Isaac Mangku Purnomo Margono Mar’atul Fahimah Medina, Andri Miftahurrahmah, Aisyah Muhammad Aulia Luthvy Muhammad Fajrul Iskam Fasieh Muhammad Fajrul Islam F Muhammad Fajrul Islam Fasieh Muhammad Fajrul Islam Fasieh Muhammad Iqbal Muhammad Judhanto Eka Bio Muhammad Pringgo. P Muhammad Sahal Niazi, Hakam Ali Noermijati Noermijati Noermijati Noermijati Noermijati, Noermijati Nugraha, Krisna Wahyu Nuraini Desty Nurmasari Nurul Amalia Fitriyana Paulina Aruan Permadi, Fajar Pradida, Debbi Rangga Pranoto, Danu Eko Primi Puspita Ramadhania Priska Arindya Purnama Puguh Surjowardojo Purnama, Elang Satriaputra Raditha Dwi Vata Hapsari Raditha Dwi Vata Hapsari Raditha Dwi Vata Hapsari Radityo Putro Handrito Radityo Putro Handrito Rafisukmawan, Bayu Rahmawati, Elisa Diah Ramadhan, M. Agil Retno Fuji Oktaviani Rila Anggraeni Rila Anggraeni, Rila Robimadin, Cahya Nugeraha RR Ayu Firdausiah Rr Ayu Firdausiah Rusydayanti, Fatinah Ryan Bagus Wahyudhi Sarah Barqiah Siti Narsito Wulan Soraya, Az’zahra Dinda Sumiati Sumiati Sunaryo Sutanto Sutanto Syahnur, Muh. Haerdiansyah Taufiq Abdurrahman Tiara Maharani Bulqis Yuwono Valen Prasarry, Yudhita Wahyudi, Yuda Putra Wibawanto, Rayhana Alesha Haidar Widya Eka Setiawan Wiranata, Axel Wu, Hung-Che Yuditha Valen Prasarry Zulfikar, Rizka