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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION Humaniora Jurnal Studi Sosial dan Politik Journal of Enterprise and Development (JED) Jurnal Informatika Ekonomi Bisnis JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Journal La Bisecoman Jurnal Ekonomi Manajemen dan Kewirausahaan TRANSAKSI Jurnal Informatika Ekonomi Bisnis Jurnal Pemberdayaan Nusantara IDEI: JURNAL EKONOMI & BISNIS
Pristiana Widyastuti
Department Of Business Administration, Faculty Of Business Administration And Communication, Atma Jaya Catholic University Of Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Driving Brand Engagement: Exploring Brand Touchpoints and Self-Congruity in Local Furniture Retail Widyastuti, Pristiana
Journal of Business and Economics Research (JBE) Vol 5 No 3 (2024): October 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i3.5852

Abstract

This study investigates the relationships between brand touchpoints, self-congruity, and brand engagement in Indonesia's local furniture market. A quantitative approach focused on customer touchpoints and self-congruity as independent variables, with brand engagement as the dependent variable. The sample comprised 100 respondents who had made multiple purchases from various furniture stores, both online and offline, located in the Greater Jakarta area. Data collection involved questionnaires utilizing a Likert scale to measure relevant indicators. Structural Equation Modeling (SEM) was used for data analysis, specifically confirmatory SEM and SmartPLS as tools to assess causal relationships among the variables. The study's results present significant relationships between customer touchpoints and self-congruity with brand engagement. The path coefficients show that customer touchpoint has a positive and significant impact on brand engagement, with a t-statistic value of 4.694, more than 1.96 (P-value lower than 0.05). Then, self-congruity has a positive and significant impact on brand engagement, with a t-statistic value of 3.737, more than 1.96 (P-value lower than 0.05). Effective customer touchpoints enhanced customer engagement significantly, while self-congruity contributed to a deeper emotional connection between customers and brands. The findings suggest that consumers are likelier to engage with brands that reflect their personal styles and identities, fostering loyalty and commitment. This research highlights the importance of creating meaningful brand interactions and aligning brand messaging with consumer identities to enhance engagement within brand touchpoints.
Eco-Friendly Beauty: What an Eco-Branding and Consumer Values Drive Purchase Intentions Pristiana Widyastuti
Journal La Bisecoman Vol. 5 No. 6 (2024): Journal La Bisecoman
Publisher : Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journallabisecoman.v5i6.1792

Abstract

This study investigates the relationship between eco-branding and eco-consumerism toward purchase intention for local beauty products in Indonesia. The total sample size was determined as 120 samples. The study employed purposive sampling, a non-probability sampling method where respondents were selected based on predefined criteria. The study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) as the primary analytical technique. The data analysis was conducted using SmartPLS, a powerful tool for PLS-SEM. The research findings indicate that eco-branding significantly impacts purchase intention for beauty products in Indonesia. Consumers are strongly inclined toward products that demonstrate their commitment to sustainability through various environmental practices. Eco-consumerism significantly influences purchase intention for beauty products. Respondents expressed that choosing eco-friendly products is not only a moral obligation but also a reflection of their sustainability and environmental stewardship values.
PENGARUH DIGITAL MARKETING, CREATIVE CONTENT, DAN SOCIAL MEDIA INTERACTION PT. VOFFICE INDONESIA TERHADAP BRAND PERCEPTION MASYARAKAT GEN Z YANG BERDOMISILI DI DKI JAKARTA Kadarisman, Vesheila Yedida; Widyastuti, Pristiana
TRANSAKSI Vol. 16 No. 1 (2024): TRANSAKSI
Publisher : Program Studi Administrasi Bisnis, FIABIKOM, Unika Atma Jaya

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Abstract

PT. vOffice Indonesia merupakan perusahaan berbasis digital yang bergerak di industri virtual office. Adanya kemajuan yang pesat dalam dunia teknologi mengubah sikap dan rutinitas masyarakat dalam kehidupan sehari-hari, terutama pada masyarakat Gen Z. Data tersebut memungkinkan PT. vOffice Indonesia untuk menarik persepsi positif dari masyarakat Gen Z. Penelitian ini bertujuan untuk meneliti pengaruh dari digital marketing, creative content, dan social media interaction terhadap brand perception di kalangan Gen Z di DKI Jakarta, dengan fokus pada PT. vOffice Indonesia. Metode penelitian yang digunakan adalah kuantitatif dengan mengumpulkan data dari 70 responden Gen Z yang berdomisili di DKI Jakarta. Pengolahan data menggunakan uji statistik melalui SPSS Statistics 25. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh negatif dan tidak signifikan terhadap brand perception, creative content berpengaruh positif dan signifikan terhadap brand perception, dan social media interaction berpengaruh positif dan signifikan terhadap brand perception. Hal ini menunjukkan bahwa creative content dan social media interaction merupakan cara yang sangat menarik brand perception Gen Z di era ini. Digital marketing, creative content, dan social media interaction berpengaruh positif dan signifikan terhadap brand perception. Jika ketiga strategi digabungkan, maka akan saling menguatkan dan memperoleh brand perception yang positif.
PENGARUH KUALITAS LAYANAN (SERVQUAL) DAN MUTU PRODUK TERHADAP KEPUASAN PELANGGAN SUBWAY DI PROVINSI DKI JAKARTA Ramli, Michael Efraem Christianto; Widyastuti, Pristiana
TRANSAKSI Vol. 16 No. 2 (2024): TRANSAKSI
Publisher : Program Studi Administrasi Bisnis, FIABIKOM, Unika Atma Jaya

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Abstract

Persaingan internasional saat ini ditandai dengan maraknya bisnis secara global di berbagai belahan dunia. Perkembangan tren yang begitu cepat turut serta melibatkan bisnis dalam bidang industri kuliner. Bisnis di industri kuliner kian terus bertambah seiring dengan permintaan konsumen yang meningkat. Subway menjadi perusahaan yang memanfaatkan peluang tersebut dengan terus memberikan pelayanan yang berkualitas agar para pelanggan dapat merasakan pengalaman mengesankan dengan kenyaman yang didapat. Selain itu, keinginan konsumen yang bermacam-macam dimanfaatkan oleh Subway untuk dapat menyajikan produk yang bermutu agar para pelanggan dapat merasakan keistimewaan dalam produknya. Tujuan penelitian ini adalah untuk meneliti pengaruh dari kualitas layanan (servqual) dan mutu produk terhadap kepuasan pelanggan Subway di Provinsi DKI Jakarta. Metode penelitian yang digunakan pada penelitian ini adalah metode penelitian kuantitatif yang melibatkan 97 responden dengan teknik analisis deskriptif melalui SPSS Statistics 29. Hasil dari penelitian menunjukkan bahwa kualitas layanan (servqual) berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan mutu produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hal ini menunjukkan bahwa kualitas layanan (servqual) dan mutu produk merupakan cara yang menarik pelanggan terhadap kepuasan akan produk yang digunakan.
Analisis Faktor Faktor Yang Mempengaruhi Kinerja Karyawan Pada Masa Pandemi Covid 19: Studi Pada PT Cahaya Manunggal Widyastuti, Pristiana; Prasetyo , Albertus Agung
Manajemen dan Kewirausahaan Vol. 3 No. 1 (2022): Manajemen Kewirausahaan
Publisher : Manajemen FEB Unima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/mk.v3i1.3963

Abstract

Penelitian ini bertujuan untuk menganalisis faktor faktor yang mempengaruhi kinerja karyawan pada masa pandemi Covid 19 Variabel penelitian terdiri atas variabel independen meliputi lingkungan kerja pemberian insentif dan penerapan kebijakan work from home < em>sedangkan variabel dependen yakni kinerja karyawan Objek penelitian ini adalah karyawan PT Cahaya Manunggal dengan pengumpulan data melalui penyebaran kuesioner Penelitian ini menggunakan pendekatan kuantitatif dengan menguji pengaruh hipotesis melalui uji statistik Teknik sampling menggunakan metode sampling jenuh terhadap 60 responden yang merupakan karyawan PT Cahaya Manunggal yang sedang melakukan work from home< em> Hasil penelitian menunjukkan bahwa lingkungan kerja dan insentif tidak memiliki pengaruh signifikan terhadap kinerja karyawan sedangkan kebijakan work from home berpengaruh signifikan terhadap kinerja karyawan selama masa pandemi Covid 19 < p> This study aims to analyze the factors that affect employee performance during the Covid 19 pandemic The research variables consist of independent variables including work environment incentives and work from home policies while the dependent variable is employee performance The object of this research is the employees of PT Cahaya Manunggal by collecting data through questionnaires This study uses a quantitative approach by testing the effect of the hypothesis through statistical tests The sampling technique used the saturation sampling method on 60 respondents who were employees of PT Cahaya Manunggal who is working from home The results showed that the work environment and incentives has not a significant effect on employee performance while the work from home policy has a significant effect on employee performance during the Covid 19 pandemic < em>< p>
Brand resonance and brand salience in luxury cosmetic products with symbolic value as the mediating variable Pristiana Widyastuti
Journal of Enterprise and Development (JED) Vol. 5 No. 3 (2023): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v5i3.8338

Abstract

Purpose — Intense competition compels every product to innovate. Luxury brands must employ various strategies to attract consumers, one of which is fostering strong customer relationships, measured by the extent of customers' connection to the brand. This study aims to conduct a more in-depth analysis of the cosmetic luxury brand, using brand resonance as the dependent variable, brand salience as the independent variable, and symbolic value as the mediating variable.Method — This research employs an explanatory research design with a quantitative approach. The study's population consists of consumers of luxury cosmetic brands in Indonesia, with a sample size of 96 respondents. Data analysis is conducted using Partial Least Squares (PLS), a variant of Structural Equation Modeling (SEM) capable of performing both model testing and structural model testing simultaneously. The statistical tool employed for this analysis is SmartPLS 4, which provides user-friendly access to multivariate analysis methods.Result — The results indicate that brand salience does not have a significant effect on brand resonance. However, it was found that symbolic value can serve as a mediator in the relationship between brand salience and brand resonance. Brand resonance is a crucial aspect of maintaining consumer loyalty and can be achieved by strengthening the brand's association with customers.Contribution — This research contributes by examining the influence of brand salience on brand resonance, a less-explored aspect of brand management, and introduces the concept of symbolic value as a potential mediator.
Keeping Tradition, Culture, and Community through Social Entrepreneurship: A Case of Lamerenan Harnadi, Agnes; Sijabat, Rosdiana; Widyastuti, Pristiana; Singgalen, Yerik Afrianto
Humaniora: Journal of Indonesia Culture and Society Vol. 14 No. 2 (2023): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v14i2.8941

Abstract

The research discussed social entrepreneurship that aimed to create social impacts. These impacts could be not only economic, yet cultural. Lamerenan was a social enterprise focused on Tanimbar’s tenun cloth (handwoven fabric) through community empowerment. This foundation was chosen because it encouraged the local community to preserve tradition and culture by persuading them to use traditional methods to produce the cloth. Although this foundation was categorized as a micro-small-medium enterprise (MSME) with age less than ten years old, Lamerenan had a mission to restore the quality of Tanimbar’s tenun cloth, by keeping the tradition using traditional weaving loom, which was called “Tenun Gedog Loom” or “Gedogan” and natural dyes. The research utilized the qualitative method. An in-depth interview was conducted with the founder of Lamerenan, Hiyashinta Klise, on December 2021 via Zoom meeting. Secondary data about Lamerenan and Tanimbar’s tenun cloth was collected from online news and Lamerenan’s social media (Instagram). The research finds how Lamerenan keeps the Tanimbar’s weaving tradition, culture, and women weaver community through social entrepreneurship. Furthermore, how the community returns to the traditional way, using natural dyes in producing the cloth. The result of the research is expected to bring insight into local traditions and culture that can be useful in developing empowerment in the local community.
Penguatan Branding dan Pemasaran Digital Usaha Rumahan bagi Ibu-Ibu PKK Kabupaten Karawang Pristiana Widyastuti; Kurnianing Isololipu; Antonius Widi Hardianto
Jurnal Pemberdayaan Nusantara Vol 6, No 1 (2026): Jurnal Pemberdayaan Nusantara
Publisher : Universitas 17 Agustus 1945 Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52447/jpn.v6i1.9500

Abstract

This program aims to enhance the capacity of PKK women (members of the Family Welfare Empowerment Organization in Indonesia), as home-based MSME entrepreneurs in utilizing digital marketing and strengthening business branding. The program was conducted with 32 PKK women participants through training and mentoring methods. The training materials included the use of social media for digital marketing, writing promotional messages based on the AIDA (Attention, Interest, Desire, Action) model, product photography techniques, and the creation of digital promotional designs using the Canva application. The results of the program showed an improvement in participants’ abilities to utilize social media for business promotion, create promotional captions, produce more attractive product photos, and independently design digital promotional content. The evaluation also indicated that the training materials were relevant to the participants’ needs and could be directly applied in their daily business activities. This program is expected to help home-based MSME entrepreneurs expand their market reach and improve the competitiveness of their digital-based businesses
STRATEGI INTERNASIONALISASI UMKM RAYA CRAFT BERDASARKAN PERSPEKTIF MODEL UPPSALA Faith Trisa Hope; Pristiana Widyastuti
IDEI: Jurnal Ekonomi & Bisnis (IDEI: Journal of Economics & Business) Vol 7 No 1 (2026): JUNE 2026
Publisher : Insan Doktor Ekonomi Indonesia (IDEI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38076/40f2t925

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya peran UMKM dalam perdagangan internasional serta pentingnya pemahaman proses internasionalisasi yang sesuai dengan kapasitas internal UMKM. Raya Craft sebagai UMKM kerajinan rotan dipilih karena keberhasilannya menembus pasar global dengan pendekatan bertahap dan berbasis pembelajaran. Penelitian ini bertujuan untuk menganalisis proses internasionalisasi Raya Craft, mengkaji tahapan strategi ekspor berdasarkan model Uppsala, serta mengidentifikasi faktor pendukung dan penghambat yang memengaruhi strategi tersebut. Penelitian ini menggunakan metode kualitatif, pengumpulan data diperoleh melalui wawancara mendalam dengan informan kunci, yakni pemilik usaha Raya Craft. Data kemudian dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa proses internasionalisasi Raya Craft berlangsung secara bertahap dan sejalan dengan Model Uppsala. Pengetahuan pasar dibangun melalui riset dan pembelajaran formal, keputusan ekspor diambil berdasarkan pengalaman langsung dan melalui proses pembelajaran praktis. Faktor pendukung utama meliputi kualitas produk, pembinaan ekspor, dan diferensiasi niche market. Sementara itu, faktor penghambat berasal dari persaingan global, keterbatasan SDM, dan perbedaan standar pasar. Temuan ini menegaskan bahwa pendekatan bertahap dan berbasis kesiapan merupakan strategi yang relevan bagi UMKM dalam memasuki pasar internasional. This study was motivated by the increasing role of Micro, Small, and Medium Enterprises (MSMEs) in international trade and the importance of understanding internationalization processes that aligned with the internal capacities of MSMEs. Raya Craft, a rattan handicraft MSME, was selected due to its success in penetrating global markets through a gradual and learning-based approach. This study aimed to analyse the internationalization process of Raya Craft, examine the stages of its export strategy based on the Uppsala Model, and identify the supporting and inhibiting factors influencing the implementation of such strategy. This study employed a qualitative method, with data collected through in-depth interviews with the key informant, namely the owner of Raya Craft. The data were then analysed using data reduction, data display, and conclusion drawing techniques. The findings revealed that the internationalization process of Raya Craft had progressed incrementally and was consistent with the Uppsala Model. Market knowledge was developed through research and formal learning, while export decisions were made based on direct experience and a learning-by-doing process. The main supporting factors included product quality, export assistance programs, and niche market differentiation. Meanwhile, the inhibiting factors stemmed from global competition, limited human resources, and differences in market standards. These findings confirmed that a gradual and readiness-based approach was a relevant strategy for MSMEs entering international markets. 
PENGARUH SUSTAINABLE FASHION DAN ECO BRANDING TERHADAP MINAT BELI PRODUK UNIQLO DI JAKARTA Ester Olyfia Geraldin Tambunan; Pristiana Widyastuti
TRANSAKSI Vol. 17 No. 1 (2025): TRANSAKSI
Publisher : Program Studi Administrasi Bisnis, FIABIKOM, Unika Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/transaksi.v17i1.7629

Abstract

Uniqlo merupakan perusahaan ritel global asal Jepang yang dikenal dengan komitmennya terhadap keberlanjutan, salah satunya melalui penggunaan bahan daur ulang dan praktik produksi ramah lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh sustainable fashion dan eco branding terhadap minat beli konsumen generasi Z terhadap produk Uniqlo di Jakarta. Penelitian ini menggunakan metode kuantitatif, analisis data dilakukan menggunakan serangkaian uji statistisk menggunakan SPSS versi 30. Data dikumpulkan melalui penyebaran kuesioner kepada 103 responden Generasi Z yang pernah membeli produk Uniqlo di Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan berbagai kriteria yang relevan. Hasil penelitian menunjukkan bahwa baik sustainable fashion maupun eco branding secara parsial maupun simultan memiliki pengaruh positif dan signifikan terhadap minat beli konsumen produk Uniqlo.
Co-Authors Agnes Harnadi Albertus Agung Prasetyo Andreas Puntadewa Antonius Widi Hardianto Ester Olyfia Geraldin Tambunan Faith Trisa Hope Julianti, Gabriella Nissa Kadarisman, Vesheila Yedida Kurnianing Isololipu Meivi Hessil Metta Prasetyo , Albertus Agung Ramli, Michael Efraem Christianto Rosdiana Sijabat Simanjuntak, Regina Brigita Sitorus, Ribka Yerik Afrianto Singgalen