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Kussudyarsana Kussudyarsana
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta
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ANALISIS EFEKTIVITAS KAMPANYE PEMASARAN STORYTELLING PADA PLATFORM AZARINE COSMETIC UNTUK MENINGKATKAN BRAND IMAGE DAN BRAND TRUST SEBAGAI MEDIASI TERHADAP NIAT PEMBELIAN KONSUMEN Utami, Ruruh Ayu; Kussudyarsana, Kussudyarsana
Jurnal Akuntansi dan Pajak Vol. 24 No. 2 (2024): JAP : Vol. 24, No. 2, Agustus 2023 - Januari 2024
Publisher : ITB AAS INDONESIA

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Abstract

This research combines concepts related to marketing, communication, and consumer psychology to test hypotheses about the effectiveness of storytelling marketing campaigns on social media platforms focused on the Azarine brand, which is a local brand in Indonesia with a variety of products that have been recognized by the public. The research design used in this study is included in the type of quantitative research. This research uses the Partial Least Square (PLS) method. The results of the effectiveness of the storytelling marketing campaign on the Azarine cosmetics platform to improve brand image and brand trust as mediation on consumer purchase intentions, it is found the storytelling marketing campaign has a positive and significant effect on consumer purchase intentions, the first hypothesis is supported, the storytelling marketing campaign has a positive and significant effect on brand image, so the second hypothesis is supported, the storytelling marketing campaign has a positive and significant effect on brand trust, so the third hypothesis is supported, Brand trust has no positive and significant effect on consumer purchase intentions, so the fourth hypothesis is rejected and the last brand image has a positive and significant effect on consumer purchase intentions, so the fifth hypothesis is supported. Keywords : Marketing, Storytelling, Brand Image, Brand Image, Consumer
Exploring the Connection between Entrepreneurship and Family Business in Indonesian Family SMEs Kussudyarsana, K; Maimun, Muhammad Halim
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2019: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.1415

Abstract

Family business is an important business entity that contribute to the world economy, including Indonesia. This study explored the linkages between family business and entrepreneurship in Indonesia. Several business aspects where investigated in this study included financial and human capital, and business governance. Purposive sampling will be used as a sampling design of this research. The Samples of this research are the entrepreneurs who start the business. This research will use mixed method, combine between qualitative and quantitative research. In here, qualitative method is conducted through interview and focuses group discussion, while quantitative method with questionnaire. Some question about the activities and resources during business start up were asked to them. During the process interview, the explanations were recorded and some critical information was outlined, and rewrites in paper work.
Trust and Governance Mechanism in Indonesian Family Small Medium Sized Enterprises Kussudyarsana, K
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2015: Proceeding ISETH (International Conference on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.2416

Abstract

The purpose of this study is to examine the connection between trust and governance mechanism. The governance mechanisms in this study are formal and relational governance. Formal governance is associated with the application of a formal contract and administrative control. Relational governance believes that people behavior can be controlled by social elements that result from social interaction. The data collection was obtained through face to face interview with owner-managers of 350 family firms in Indonesia. This study used factoranalysis to validate the construct and hierarchical regression to examine the hypothesis. The moderation testing indicates that trust has moderate relationship between uncertainty and formal governance. The result indicates that in the high trust situation, the impact of uncertainty on formal governance was negatively significant. It means that when people have high trust, firms who transact in uncertain environment have less required formal governance.
DEVELOPMENT OF STUDENT ENTREPRENEURIAL COMPETENCIES THROUGH INDEPENDENT ENTREPRENEURSHIP IN INDONESIA Suranto, Suranto; Munajat Tri Nugroho; Kussudyarsana, Kussudyarsana; Muhtadi, Muhtadi; Moh fahmi Johan Syah; Nurhidayat, Nurhidayat; Soepatini, Soepatini; Aan Sofyan; Fari Adi Prasetya
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

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Abstract

Research on a goodness of fit model for developing students' entrepreneurial competencies through the independent entrepreneurship program. The resulting benefits of the independent entrepreneurship learning model are able to increase the mental competence of business independence. Data collection through observation, questionnaires, interviews, field practice, documentation and literature study. Research object of independent entrepreneurial students from implementing universities at Muhammadiyah University, Surakarta. Data analysis methods using validity, reliability, confirmatory analysis tests, t-student tests by looking at the differences before and after getting the independent entrepreneurship learning model. Development research uses one shot case study experiments, quantitative and qualitative approaches. Students receive guidance, mentoring, counseling, empowerment and training in entrepreneurial activities. Research design through one shot case study, through workshop stages, internships in MSMEs, product design and marketing. Novelty research, the independent entrepreneurship learning model through MBKM is implemented in Indonesia which involves MSMEs mentors, MSMEs interns, competent assistants in the business sector, field supervisors, students from various parts of Indonesia, state universities and private universities who take part in the WMK program. Based on the results, it is concluded that the development of a model for increasing entrepreneurial competence is declared a goodness of fit model, meaning that the model is very feasible in increasing the mental competence of business independence. The trend in the development of entrepreneurial mental competence has increased (increased) after receiving the independent entrepreneurial model treatment. Based on the t-test, there are differences in students' entrepreneurial mental competence before and after gaining independent entrepreneurial competence.
Live Shopping Impulse: The Roles of Positive Emotion and Hedonic Browsing Arumsari, Septiana Lisa; Kussudyarsana, Kussudyarsana; Praswati, Aflit Nuryulia; Susila, Ihwan
Journal of Management and Entrepreneurship Research Vol. 6 No. 4 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.12.06.4-79

Abstract

Objective: This study investigates how perceived hedonic value influences online impulsive buying behavior in the context of live streaming e-commerce, emphasizing the mediating roles of positive emotions and hedonic browsing within the Stimulus–Organism–Response (S-O-R) framework. Research Design & Methods: Using an explanatory quantitative approach and purposive sampling, data were collected from 200 Indonesian consumers aged 17–44 who had purchased products via live streaming e-commerce. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.4. Findings: Perceived hedonic value significantly affects both positive emotions and hedonic browsing. However, only hedonic browsing mediates the relationship between perceived hedonic value and online impulsive buying behavior. Positive emotions show no significant mediating or direct effect. Implications & Recommendations: For practitioners, the study suggests that e-commerce platforms and marketers should design live streaming features that maximize hedonic value, foster emotional engagement, and encourage exploratory browsing to stimulate consumer impulsivity. Strategically leveraging entertainment elements, real-time interaction, and time-limited promotions can enhance customer experience and increase sales. Contribution & Value Added: This study extends digital consumer behavior literature by testing positive emotions and hedonic browsing as parallel mediators in the S-O-R framework, offering insights into the psychological mechanisms driving impulsive purchases in Indonesia’s live streaming e-commerce context.
Unveiling the Mediating Role of Emotions and Engagement in Celebrity Endorsement and Purchase Intention Anggun, Nita Putri; Setyawan, Anton Agus; Saputro, Edy Purwo; Kussudyarsana, Kussudyarsana
Almana : Jurnal Manajemen dan Bisnis Vol. 9 No. 3 (2025): December
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v9i3.2974

Abstract

Research on purchase intention in the digital era shows inconsistent findings regarding the impact of celebrity endorsement, with some studies highlighting its influence while others emphasize the stronger role of psychological factors. This study aims to examine the effect of celebrity endorsement on purchase intention by positioning emotional attachment and customer engagement as mediating variables. A quantitative approach was used with 200 followers of Somethinc’s official social media account as respondents. Data were analyzed using PLS-SEM with SmartPLS 3.0. The results reveal that celebrity endorsement has a significant positive influence on purchase intention. Furthermore, celebrity endorsement enhances emotional attachment and customer engagement, both of which strengthen consumers’ intention to purchase. Mediation analyses confirm that emotional attachment and customer engagement play important roles in bridging the relationship between celebrity endorsement and purchase intention. In conclusion, the study demonstrates that celebrity endorsement is most effective when supported by strategies that foster emotional closeness and active engagement, offering valuable insights for digital marketing practices in the skincare and cosmetics industry.
The Role of Social Capital, Innovation, and Capabilities on MSMEs’ Resilience in Economic Hard Times Kussudyarsana, Kussudyarsana; Maulana, Huda Kurnia; Maimun, Muhammad Halim; Santoso, Budi; Nugroho, Munajat Tri
Jurnal Manajemen Bisnis Vol. 14 No. 1: March 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i1.15887

Abstract

Research aims: As the dust of the COVID-19 pandemic settles, one apparent theme of the resulting economic crisis is uncertainties. The uncertainties especially hurt the MSMEs, which often possess limited organizational resources and capabilities. Referred to the ability to evolve as the environments do, resilience has been seen as a mantra for MSMEs’ survival and success. The purpose of the current study is twofold. Firstly, this study seeks to examine the effect of innovation, resource capability, and social capital on the resilience of MSMEs in Indonesia. Secondly, this study is aimed to examine the relationship between company performance and resilience.Design/Methodology/Approach: Employing a quantitative approach, hypothesis testing utilized Partial Least Square (PLS) data analysis techniques with the SmartPLS 3.0 program. The population in the current inquiry was MSMEs owned by families in Solo Raya, Indonesia. The number of MSMEs involved was 215 MSMEs owned by families.Research findings: Resource capability, innovation, and social capital were found to positively influence the performance of MSMEs, which in turn affected the resilience of MSMEs.Theoretical contribution/Originality: The research findings provide a business resilience construct in third-world, grassroots enterprises where social and cultural factors dominate.Practitioner/Policy implication: Governmental programs, such as exhibitions or workshops, aimed at strengthening MSMEs’ social capital and internal capabilities and cultivating innovation culture are encouraged to assist MSMEs’ survival during economic hardships.Research limitation/Implication: This study only focused on MSMEs in the Greater Solo Region of Central Java, Indonesia, during the COVID-19 pandemic. Further studies thus are encouraged to test the results in other economic and cultural settings.
The Role of Internship Program and Entrepreneurship Training to Hole Entrepreneur Capability and Startup Performance Febrianti, Bella; Kussudyarsana, Kussudyarsana; Setyawan, Anton Agus; Sholahuddin, Muhammad; Maimun, Muhammad Halim
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.19251

Abstract

Research aims: This study aims to determine whether entrepreneurial capability mediates the association between an internship, entrepreneurship training, networking learning, and startup performance.Design/Methodology/Approach: This research design is quantitative. The population in this exploration totaled 869 UMS Independent Entrepreneurial Students. Purposive sampling was the sampling method used. The sample size of this study was 250 respondents. Utilizing SMARTPLS software, the Partial Least Square (PLS) was employed to analyze the data in this study.Research findings: Internships, entrepreneurship training, and networking learning had a significant positive effect on startup performance by fostering a portion of their entrepreneurial capabilities.Theoretical contribution/Originality: This research contributes to the field of entrepreneurship in startup companies. In addition, it provides insight into the millennial generation's entrepreneurship to motivate them to become young entrepreneurs. This research also discusses corporate entrepreneurship.Practitioners/Policy implications: Companies need to know what factors affect startup performance so that they can make policies based on the existing conditions for the creation of quality startup companies.Research limitations/Implications: Based on the research done and the research results obtained, several limitations to the research exist. The questionnaire in this study was closed so that each respondent only answered the answer criteria provided. It could allow each respondent to answer the questionnaire, not by the actual situation. Also, the respondents in this study were only limited according to the level of respondents who were within the sample criteria. In this study, it was only limited to the independent and mediating variables. As for other factors that might affect startup performance, they were not examined.
Pengaruh Brand Image, Perceived Quality, Dan Brand Positioning Terhadap Repurchase Intention Melalui Brand Trust Sebagai Mediasi Pada Produk Sepatu Adidas Muhammad Alvin Danu Arta; Kussudyarsana Kussudyarsana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.8779

Abstract

Tujuan dari penelitian ini adalah untuk memahami bagaimana citra merek and kualitas yang dilihat konsumen, dan posisi merek berdampak pada keinginan untuk membeli kembali produk sepatu Adidas melalui kepercayaan merek sebagai mediasi. Penelitian ini dilakukan dengan metode kuantitatif. Kuesioner yang dipilih digunakan untuk mendapatkan informasi secara purposive dari 150 responden. Perangkat lunak SmartPLS 3.2.9 digunakan untuk melakukan analisis data dengan alat analisis Modeling Equation Structural Partly Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek, kualitas yang dilihat, dan posisi masing-masing memiliki efek positif dan besar pada keinginan untuk membeli kembali. Selain itu, citra merek, kualitas yang dilihat, dan posisi merek dapat memediasi hubungan antara ketiganya terhadap keinginan untuk kembali membeli. Brand Trust juga berdampak positif dan signifikan pada keinginan untuk membeli kembali. Hasilnya menunjukkan bahwa Brand Trust melalui Brand Image, Perceived Quality, dan Brand Positioning yang efektif dan efisien akan meningkatkan pembelian ulang sepatu Adidas.
Pengaruh Produk Ramah Lingkungan, Persepsi Harga Ramah Lingkungan, Dan Kesadaran Lingkungan Terhadap Niat Membeli Adelia Putri Istiqomah; Kussudyarsana Kussudyarsana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10128

Abstract

Studi ini melakukan eksplorasi mendalam mengenai produk ramah lingkungan, persepsi harga, serta kesadaran lingkungan memengaruhi minat beli konsumen The Body Shop di wilayah Solo Raya. Dengan menggunakan paradigma positivistik, studi ini mengadopsi metode kuantitatif yang bersumber pada perolehan data primer, serta teknik purposive sampling pada konsumen. Variabel produk ramah lingkungan mencerminkan produk yang bersahabat dengan lingkungan, etis, dan menggunakan kemasan yang dapat didaur ulang; persepsi harga ramah lingkungan mengukur persepsi terhadap keadilan harga dan kesediaan membayar lebih; kesadaran lingkungan menilai pemahaman dan kepedulian terhadap dampak aktivitas manusia terhadap lingkungan. Niat membeli diukur melalui keinginan membeli, minat mencoba, rekomendasi, dan perilaku mencari informasi. Melalui instrumen kuesioner skala Likert 5 poin, konstruksi hubungan antarvariabel dalam riset ini diidentifikasi melalui teknik pemrosesan data yang mengandalkan fungsi linear berganda. Hasil analisis membuktikan bahwa seluruh variabel independen produk ramah lingkungan, persepsi harga, dan kesadaran lingkungan berpengaruh positif dan signifikan terhadap niat beli konsumen. Secara statistik, model ini mampu menjelaskan 63,7% variabilitas pada variabel niat membeli. Penelitian ini memberikan implikasi bagi strategi pemasaran yang ramah lingkungan dan edukasi konsumen.
Co-Authors Aan Sofyan Adelia Putri Istiqomah Aflit Nuryulia Praswati Agus Setiawan, Anton Agustin Dwi Hastuti Anggrayuda fajar Anggun Azizah Anggun, Nita Putri Annisa Annisa Antika, Mia Anton Agus Setyawan Arumsari, Septiana Lisa Ayu Khoirotul Umaroh Ayuandira, Ririn Berliana, Rahma Novita Cintaning Harda Pramita Devi, Nur Yuliana Dwi Budi Santoso Dwi Putri Kinasih Edy Purwo Saputro Evita Dhewi Hananti Farhan Afifudin, Muhammad Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Firda Ainiya Firmansyah Firmansyah Gusva Nanda Prayoga Halim Hananti, Evita Dhewi Hastuti, Agustin Dwi Hidayah, Mahabbatul Ihwan Susila Jannah, Zainur Miftakhul Jati Waskito Jufendri Kharina Febby Prabowo Labibah Hasna Syatiqa Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Rizki M. Sholahuddin Maimun, Muhammad Halim Mangestuti, Ratna Mai Maulana, Huda Kurnia Mia Antika Moh fahmi Johan Syah Muchlison Anis Muh. Tasrif Muhammad Alvin Danu Arta Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Muzakar Isa Naisha Rahma Indraswari Nindya Putri Maharani Nur Achmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Prabowo, Kharina Febby Purwo Saputro, Edy Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Riska Atqiyya Baroroh Rohmani, Nala Putriana Haidir S Soepatini Sholahudin, M. Soeptaini Soeptaini Solly Aryza Suranto Suranto Suryana, Alean Kistiani Hegy Susanti, Nani Irma Sutanto, Wullyatri Dewi Risma Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Yessy Bangkit Forma Zhari, Maulaniya Nestri Setya Zulfa Irawati Zulfa Irawati, Zulfa